The rebound of China’s exhibitions market and its reopening is a key issue for general global optimism in the sector. One company that has roots in China stretching back 36 years is Messe Frankfurt. We delve a little into that history and find out how the group is poised to take advantage of this huge returning market.
With trade fair activity resuming at a steady pace and China’s manufacturing PMI recently recording its biggest improvement in over a decade, global exhibition organiser Messe Frankfurt has reaffirmed its intention to build upon the leading position it has established in China over the last 36 years.
China represents the single biggest overseas market for the company, which is one of the most substantial international trade fair organisers in the country with more than 40 events.
Partnerships and joint ventures have proven to be one of the key elements to Messe Frankfurt’s success in China since the launch of Interstoff Asia in Hong Kong in 1987, the company’s first trade fair outside of Germany. In 1994, the Hong Kong office was established and later became the headquarters for Asia – the launching pad for what has grown into a network of eight further subsidiaries and branch offices in Greater China today.
“While this network of offices is important, without partners who bring local know-how, as well as our strong connections with Chinese authorities and industry associations, we would not be in the position we are today. Local partnerships are crucial,” explains Wolfgang Marzin, president and CEO, Messe Frankfurt Group.
Held in 1995 jointly with The Sub-Council of Textile Industry, the China Council for Promotional Trade (CCPIT-Tex), Intertextile Beijing (now Intertextile Shanghai Apparel Fabrics) was Messe Frankfurt’s first trade fair in mainland China.
As of 2023, Messe Frankfurt (HK) Ltd and CCPIT-Tex now organise nine events each year, covering a wide range of textile-related segments. This includes Intertextile Shanghai Apparel Fabrics, one of the biggest trade fairs for the sector in the world, attracting some 4,000 exhibitors and 90,000 visitors to Spring and Autumn editions each year. The collaboration also extends not only to China, but also to Heimtextil in Frankfurt, as well as to ‘Texworld’, ‘Apparel Sourcing’, and ‘Home Textiles Sourcing’ in Paris and New York. CCPIT-Tex is actively involved in attracting Chinese suppliers to these international events and the relationship is continuing to deepen.
Globally recognised trade fair brands
Messe Frankfurt’s growth in China also stems from flagship events that have been extended from Frankfurt and tailored to the local market. These flagship trade fair brands are well presented in multiple industry sectors, including: Building Technologies, Consumer Goods, Electronics & Automation Technologies, Event & Entertainment Technologies, Environmental Technologies, Food Technologies, Manufacturing Technologies & Components, Mobility & Logistics, and Textile Care.
A prime example is ISH China, which first took place in 1996 in Beijing. Since then it has grown into one of the best-known exhibition platforms under Messe Frankfurt’s ISH brand, bringing together the world’s leading players in the HVAC and plumbing industry.
In 2011, ISH China merged with one of the biggest local HVAC fairs, CIHE, and was renamed ISH China & CIHE. Later in September 2012, a Shanghai edition was introduced to meet heating market demand in Eastern and Central China. In May this year, the Beijing fair is expected to welcome over 1,300 exhibitors across 106,800sqm of exhibition space.
The company opened its Shanghai office in March 2002. In the same year, Music China made its debut in Shanghai and is now one of the largest musical instrument events in the world.
In 1998 Automechanika and Texcare started their journey in Asia, and after two decades of development, Automechanika’s footprint now extends across developed and emerging markets in Asia, including Kuala Lumpur, Ho Chi Minh City and Shanghai. The upcoming Shanghai edition in November 2023 is expected to fill 280,000sqm of exhibition across 12 halls.
Strategically positioned subsidiaries and joint ventures
Today, the company operates eight offices across Greater China in Hong Kong, Shanghai, Beijing, Guangzhou, Shenzhen and Taipei and from just six employees at its opening, today a team of some 500 experienced staff and management represent Messe Frankfurt across the entirety of Greater China.
In some of China’s key business regions, reliable joint-ventures have been essential to guiding growth. In 2005, a joint company was established with Guangzhou Guangya Exhibition Co Ltd, forming Guangzhou Guangya Messe Frankfurt – organiser of the biggest lighting fair in Asia and the second largest in the world, attracting 128,202 visitors from 58 countries and regions and 1,200 exhibitors last year.
Almost a decade later in 2014, another strategic alliance, Guangzhou Li Tong Messe Frankfurt Co Ltd, was formed with the Guangdong Toy Association (GDTA). The company is now the organiser of Toy & Edu, Baby & Stroller and Licensing China – among the most influential trade fairs for these industries in southern China, expected to draw some 1,400 combined exhibitors later this year.
Messe Frankfurt now organises eight trade fairs in Shenzhen that cover the e-commerce, consumer, textile and additive & metallurgy sectors:
- China (Shenzhen) Cross Border E-commerce Fair
- Toy & Edu China
- Baby & Stroller China
- Licensing China
- Intertextile Shenzhen Apparel Fabrics
- Yarn Expo Shenzhen
- Formnext + PM South China
“The growth of our trade fair portfolio and network in China over the past 30 plus years has been pleasing to see,” says Marzin. “We’ve weathered both good and challenging times, from SARS in 2003 to the 2008 financial crises and recently Covid-19. At each hurdle we’ve drawn new lessons and adapted to each and every situation along the way. Of course, our partners and Messe Frankfurt’s team in Greater China have played an important role in the process as well, and for this we truly appreciate their support. China is without a doubt our biggest market outside of Germany, and with the country’s post-Covid rebound underway, we are looking forward to many more decades of success to come.”
