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The Blossoming MICE Landscape in China + win a free Drupa Ticket Here!

Win a free visitor ticket to Drupa, Dusseldorf and Ilmac, Switzerland and read the coverstory on China's booming MICE industry from our gifted Asia editor Roland Kümin how Automechanika and the German trade fair giants expand their reach in the Middle Kingdom.

by Roland Kümin* || Zurich/Da Nang || 17 April 2024


Discover the dynamic eco-system of China’s trade fair industry here, fostering international collaboration, innovation, and economic growth from the experienced editor Roland Kümin and buy his new book release on «Navigating B2B Sales. The Digital Age Unpacked» with a chapter on «Events: The Ultimate Connections Makers» with a 50% discount.

More than trade fairs

China's trade show industry exudes an undeniable allure, drawing a global audience to its dynamic hubs of commerce and innovation. Automechanika, a premier offering by Messe Frankfurt, epitomizes the sector's grandeur, with its expansive reach across 188 countries and 14 distinguished shows worldwide. However, this flagship event merely scratches the surface of the vast potential within China's trade fair scene, as German giants in the industry continue to carve significant inroads into this market.


Notably, the Yiwu Commodities Fair showcases the breadth of this industry's appeal, with its 2,500 booths pulling in around 200,000 buyers, including a substantial contingent of 24,000 international visitors. The Beijing International Auto Show further underlines China's central role in the automotive world, drawing 2,000 exhibitors and close to 800,000 attendees. Meanwhile, Bauma China highlights the country's significance in the construction industry, featuring 3,000 (!) exhibitors and attracting nearly 200,000 participants. These examples show the pivotal position of China's trade shows in connecting industries and markets from around the globe​.


What’s Up in China? Unveiling the Buzz

The allure of the Chinese trade show sector for European SMEs is significantly driven by the opportunity to engage with a market of extraordinary scale and growth potential.


China, with its population exceeding 1.4 billion, offers a market unlike any other, presenting European businesses with an unparalleled opportunity to expand their reach. This vast consumer base is complemented by China's position as the world's second-largest economy, characterized by a burgeoning middle class with rising purchasing power and an appetite for high-quality, international products. The promise of tapping into such a dynamic and expansive market fuels the burgeoning interest of European SMEs in Chinese trade fairs, serving as powerful platforms for showcasing innovation, engaging with industry leaders and forging strategic partnerships.


Why European SMEs are Flocking to China

European SMEs are navigating towards Chinese trade fairs for myriad compelling reasons. These platforms offer a welcome opportunity to tap into the vast Chinese market, understand consumer preferences, and identify potential gaps that their products or services can fill. Moreover, they serve as a bridge for cultural exchange, fostering mutual understanding and long-lasting business relationships between Europe and China.


Thus, the allure of Chinese trade fairs for European SMEs is not just the prospect of market penetration but a holistic approach to global business expansion. It encompasses market understanding, cultural exchange, strategic networking, and partnership opportunities, all of which are instrumental for businesses aiming to thrive in today's interconnected global economy.


Why Should You Care?

The burgeoning trade show industry in China is not just a focal point for businesses looking to expand their horizons; it's a barometer of global economic trends. For investors, entrepreneurs and professionals across industries, understanding this landscape offers insights into future market directions, emerging technologies, and networking opportunities that could shape the trajectory of their businesses.


China's pivotal role as a manufacturing powerhouse and a global trading hub makes it an essential player in the logistics and distribution sectors. Participation in Chinese trade shows offers European SMEs invaluable insights into the intricacies of these supply chains, enabling them to identify new suppliers, explore logistics solutions and adapt their strategies to meet the demands of global commerce.


China's trade show industry is more than just an exhibition; it's a dynamic ecosystem fostering international collaboration, innovation, and economic growth. As more European SMEs and global players converge on this stage, the opportunities for mutual growth, learning, and partnership seem boundless.


TAKE OUTS: Your German Trade Fair Operators in China past and present

  • 4 – 6.3.2024: Industrial Technology/SPS/Asiamould, Guangzhou, Mesago (Messe Frankfurt)

  • 6 – 8.3.2024: Intertextile, Shanghai, Messe Frankfurt

  • 20 – 22 March 2024: Productronica China 2024, SNIEC, Messe Munich

  • 28. – 31.3.2024: Interzum Wood, Guangzhou, KoelnMesse


  • 18 – 20 April 2024: IE Expo Umwelttech, Shanghai, Messe Munich

  • 24. – 26.4.2024: Anuga Select China, Shenzhen, KoelnMesse

  • 28. – 30.5.2024: Domotex Asia/Chinafloor, Shanghai, Deutsche Messe AG

  • 29 – 31.5.2024: LET – CeMAT Asia, Guangzhou, Deutsche Messe AG

  • 25 – 27.6.2024: TransportLogistic, Shanghai, Messe Munich

  • 13. – 16.8.2024: Schweissen + Schneiden, Shanghai SNIEC, Messe Essen

  • 5 – 8.11.2024: CeMAT Asia, Shanghai, Deutsche Messe AG

  • 12 – 14.11.2024: ProWine, Shanghai, Messe Dusseldorf

  • 2. – 5.12.2024: Automechanika, Shanghai, Messe Frankfurt


The SNIEC Centre in Shanghai

The Shanghai New International Exhibition Centre (SNIEC) is a beacon of global commerce, managed collaboratively by three of Germany's trade fair powerhouses: Messe Düsseldorf, Messe Munich, and Deutsche Messe AG (Hannover). Serving as a versatile venue for a wide array of international expos, SNIEC is a cornerstone of the trade show landscape in China, embodying the spirit of innovation and international cooperation that defines the industry.

Spearheading the Global Trade Fair Revolution

Automechanika, the flagship brand of Messe Frankfurt, boasts an unparalleled global presence, making it the most widespread trade fair brand worldwide. With its roots in 188 countries and hosting 14 distinct shows across 14 nations, it exemplifies international business and cultural exchange at its finest. This dominant position not only underscores Automechanika's global influence but also highlights the growing footprint of German trade fair operators in key markets, notably China, where they are rapidly gaining ground and shaping the future of global trade exhibitions.


*Author Roland Kümin is a tech influencer, digital shaper and sales advisor in Zurich, Switzerland. He is an expert on the Asian, Vietnam and the global MICE economy. He lives in the Greater Zurich Area, Switzerland and Da Nang, Vietnam.

Unlock a 50 % discount with the promotion code SMARTVILLEDIGITAL on Roland’s latest book, Navigating B2B Sales: The Digital Age Unpacked with a chapter on «Events: The Ultimate Connections Makers», with just a few clicks! Use the promo code SMARTVILLEDIGITAL to get your copy for only 9.95 Swiss Francs. Don’t miss this exclusive offer!


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