Messe Frankfurt expands focus on China's high-end manufacturing

Messe Frankfurt GmbH is seeking to expand its presence in China's higher-end manufacturing and technology sectors, with the German trade fair organizer eyeing exhibitions in areas including power electronics, additive manufacturing and factory automation, said a senior executive.

Speaking at the autumn edition of Intertextile Shanghai Apparel Fabrics, held at the National Exhibition and Convention Center in Shanghai last week, Stephan Buurma, board member of Messe Frankfurt, said the company plans to grow its portfolio through acquisitions and new launches, moving beyond traditional sectors such as textiles, consumer goods, automotive and technology.

"We are looking at the higher end of the manufacturing process, and we want to establish new brands in the Chinese market," said Buurma.

The Frankfurt am Main-headquartered company currently runs roughly 45 exhibitions a year in China, with a business that spans sectors ranging from textiles and consumer goods to lighting, musical instruments, and food and beverages.

Buurma said Messe Frankfurt has grown alongside the Chinese market over the past three decades. Intertextile, which the company started with its Chinese partner in 1995, has expanded from around 3,000 square meters and about 123 exhibitors to nearly 240,000 square meters and about 3,500 exhibitors today.

"China's exhibition market is also moving upmarket as Chinese manufacturers shift from supplying lower-cost products for global supply chains toward offering higher-quality, original products and finished goods," he said, adding that factory automation is one area where the change has been particularly striking.

Buurma said the sector was once dominated mainly by German and Japanese companies, but Chinese manufacturers are now operating at a level comparable to their German counterparts, reflecting advances in the detailed planning and technologies required to automate production.

The expansion into technology-focused events comes as China's broader exhibition sector continues to diversify.

More than 1,400 trade fairs are planned across over 80 Chinese cities in 2026, covering a broader range of sectors, including emerging industries such as the low-altitude economy and tech-intensive green products, according to information released by the China Council for the Promotion of International Trade.

Messe Frankfurt is also expanding the role of its global exhibition network in supporting Chinese companies overseas.

Beyond major markets such as the United States and Europe, the German company is bringing Chinese businesses to exhibitions in Kazakhstan, Uzbekistan and Azerbaijan, as well as Kenya, Ethiopia and Senegal.

At the same time, Buurma said a new phase is emerging in which Messe Frankfurt is partnering with Chinese exhibition organizers to stage exhibitions outside China, including in Europe and Africa.

"The shift comes as Chinese technologies are moving to the forefront in areas such as sustainable energy production and battery technology," he added.