Bauma China-Playing a key role for the Construction Industry in Asia
To be at its Best in China: Mr. Collin Davis (Exhibition Director)
Insiders always consider interna– tionalization as the trait of bauma China. How does this key word embody in bauma China?
The development of bauma China from its first show itself (2002) has been very successful and we can strongly state that a continuous increase in number of exhibitors, visitors and most importantly 45 percent of 1,088 exhibitors in 2006 were of foreign origin. Furthermore nearly 20 percent of over 80,000 visitors also came from outside China.
In what aspect the Chinese enterprises and construction machinery industry helped by the internationality of bauma China?
Bauma China is an important platform for both, the Chinese and the international exhibitors, because it is highly innovative with skills to make the event a big success. International exhibitors have the chance to meet and interact with Chinese visitors, potential clients and will get an opportunity to judge the Chinese competitors and vice-versa. In addition Chinese exhibitors will avail the event to boost their bussiness by interacting local and international clients in the professional surroundings of bauma China. We have many blue chip exhibitors from all over the world since bauma China 2002 which is an additional proof of playing a key role for the construction industry in Asia.
As more international exhibitors and visitors are attending bauma China, and their opinions on “Made in China” changing as well. Will that make consequent influence on their cooperation strategy with Chinese companies?
We conducted a market research by interacting with all the exhibitors of bauma China 2006 as why they attended the event? Most of them clarified that they are preparing for the future business transaction and looking at the markets in China as well as in other countries. The international business community gets more and more aware that their Chinese counterparts become more competitive not only in China but also in markets of other regions. This may be another indicator for the trade fair becoming an important platform for the future development of the construction industry in China.
Compared to BICES and CONEXPO, bauma China is more “internationalized,” what could be the reason behind?
Bauma China had an excellent start in Shanghai from its early beginning. Standing in the tradition right from its parent event bauma in Munich, which was the biggest fair for the construction industry worldwide, bauma China started with the unique competence and organization background. SNIEC, the venue in Shanghai can be measured up with all the international trade fair venues, as it is also prepared for heavy exhibits which is attractive for international exhibitors and visitors likewise. Similarly, the show benefits from our excellent network with partners from the Chinese and international industry. And last, but not the least, new exhibitors take advantage of joint international pavilions coming this year from countries like Finland, Germany, United Kingdom, Italy, Romania, Spain, Korea, and the United States of America. Many exhibitors start their first participation at bauma China in a joint pavilion and then asked for their own booth at the next show. We also know many registered visitors from the past who came back as exhibitors for the next show.
What effective steps have been taken in order to attract more international exhibitors to join the upcoming bauma china exhibition?
We maintained contact with our exhibitors and all the relevant associations of manufacturers and construction companies permanently, not only immediately before the show. We organised exhibitors' and visitors' promotional activities worldwide in different trade press channels and enlarged for the upcoming event our registration and information services in six more languages. Press activities and participation at fairs are other tools to meet the target groups directly.
NBMCW November 2008
