China high on agenda

Deutsche Messe, one of the co-organizers of CeMAT Asia 2007, PTC Asia 2007 CeBIT and Asia 2007, is committed to continue helping its customers worldwide develop new business opportunities by providing first-rate services at the events.

These leading international trade fairs for information technology, consumer electronics, telecommunications, and software and services will be held simultaneously at the Shanghai New International Expo Center from October 10 to 13.

In a recent exclusive interview with China Daily, Wolfgang Lenarz, senior vice-president of Deutsche Messe, spoke about the company's strategies and goals in China.

Q: How important is the development of the Chinese market in Deutsche Messe's overseas strategy?

A: China is one of - if not the - most important markets worldwide in terms of a source for our trade fairs in Hannover as well as for activities abroad.

The number of Chinese exhibitors and visitors to our shows in Hannover has been steadily on the rise over the last decade. China has climbed to become one of the top five international markets for our business in Hannover.

At the same time, we have increased the number and the size of the professional trade fairs in China organized by Deutsche Messe and its Chinese subsidiary Hannover Fair Shanghai. Today, we host trade fairs with our local partners at four locations in China. The country is an important component of our international business.

Q: What is Deutsche Messe's China strategy?

A: China is one of our key markets - now and in the future. We do plan to increase our activities including the instances of cooperation with local partners. While Shanghai will be our main focus for leading international exhibitions in China, we are also exploring the opportunities offered by other provinces.

We have recently started some new activities in the capital of Southwest China's Sichuan Province, Chengdu, where we have successfully organized an international auto show along with local partners.

Meanwhile, we are involved in two new shows in Guangzhou, capital of South China's Guangdong Province, in the field of printing/sign making as well as in the travel sector.

Some other existing as well as potential cooperative partners have approached us for new projects.

In brief, we still have some brands from Hannover that we would like to bring to China. We are looking for new themes to explore in this country. All in all, our development in China is far from over.

Q: What are the near and long-term opportunities in tapping the exhibition market in China?

A: We do feel that China has a demand for high-quality international trade fairs. At the same time, there is also a demand for local events targeted at the provincial-level markets.

I do believe that on a long-term basis, a restructuring of the Chinese exhibition market will take place.

The general number of shows on the same theme, which are mushrooming at the moment, will be regulated according to market demands. The ones who will survive in the end are those that offer business benefits to exhibitors as well as visitors. Exhibitions are marketing platforms and business events - more then political showcases.

With new upcoming markets like India, exhibitors will lay more and more stress on a pure business aspect to decide on which trade fair to participate in. And the ones that are able to offer such opportunities will have a bright future in the years to come.

Q: What has inspired the organizers to bring CeBIT Asia, PTC Asia and CeMAT Asia together this year?

A: CeBIT Asia ranks among the leading international trade fairs for information technology, consumer electronics, telecommunications, software and services. Holding this event together with CeMAT Asia and PTC Asia makes good sense.

Indeed, the reality of modern industry is that software solutions and mechanical and plant engineering are becoming increasingly symbiotic.

It is practically inconceivable that cutting-edge process and manufacturing automation could exist without digital technologies.

Our visitors are looking for complete business solutions. Therefore, CeBIT Asia with its theme of "Digital Equipment and Systems, Business Processes, and Communications" is a perfect finale to this year's trade fairs.

Q: Hannover was one of co-organizers of the 2000 World Expo. What are your suggestions for people and parties involved in preparing for the grand event of the 2010 World Expo in Shanghai?

A: Hannover hosted the World Expo in 2000. With this background, we have welcomed a lot of delegations from China involved in preparations for Shanghai 2010, with a view to share our experience gained at the time with the organizers of the upcoming event.

(China Daily 10/09/2007 page17)