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'China's entry into WTO makes Asian trade fairs more important'

Posted: 07 Mar 2002 ?? ?Print Version ?Bookmark and Share

Keywords:messe munchen gmbh? messe munchen? interview? joachim ensslin? trade show?

Messe M|nchen GmbH managing director Dr. Joachim Ensslin discusses the opportunity in organizing trade shows in China as well as the company's investments in Asia.

What is the focus of electronicChina 2002?

electronicChina will present electronic components, electronics production and photonics as well as PCIM, i.e., power electronics. The range of goods and services is matched to the Chinese market requirements and deliberately aimed at the Chinese electronics growth market.

How many exhibitors do you expect to participate at the show?

We are very happy with the number of exhibitors that participate in electronicChina. There are altogether 262 companies that take part in the show, which is a good number for a starting trade show.

How many exhibitors are from outside mainland China and how many from the country?

There are 108 exhibitors from mainland China and 154 international exhibitors.

What is the main focus of the event?

The show has its main focus on electronics components and electronics production. The concept of electronicChina is based on electronica and Productronica, the worldwide leading international trade fairs for electronics held at our home base in Munich. We have adapted the event to the needs of the Chinese market.

How many visitors do you expect at the event?

We expect around 10,000 trade visitors to attend the show. Most of them will come from Asian countries. However, we know about many international visitors that will travel to Shanghai to see the show.

What is the primary theme at the conferences?

The PCIM conference deals with power electronics. There are 9 sessions that feature all aspects of this field such as power semiconductor devices, packaging technologies, AC/DC circuit topologies for power supply or power motion control and drives.

At the electronicChina Forum international associations and exhibitors such as Viscom AG, Siemens Dematic, Vvtsch, German Engineering Association (VDMA) or Rittal present 30-minute lectures on their products and applications and inform about the current market developments. This platform is organized by the German Electrical and Electronic Manufacturers' Association (ZVEI).

IPC/HKEPMSA Technical Conference and Training is held from March 11 to 14 for managers, engineers and technicians of the printed circuit board assembly manufacturing.

The Cooperation Meeting (match-making) aims at bringing together international and Chinese companies interested in locating long-term business partners, in exploring various business cooperation opportunities and finding out the requirements of the industry. It is organized by GIC Shanghai.

Is electronicChina going to be the flagship of Messe M|nchen's efforts in Asia?

Yes, that's correct. electronicChina will be our flagship event in Asia. We are very much interested in the Chinese market. That's why we not only organize electronicChina but also joined forces with international and Chinese partners to invest in building the Shanghai New International Exhibition Center (SNIEC).

What other shows do you plan to conduct this year in Asia and what are their location and dates?

We will organize electronicAsia in Hong Kong from October 10 to 14. Next year in January we will hold componex/electronicIndia in Bangalore, India.

From 3 to 6 September 2002 we will organize AnalyticaChina, a show for Analysis, Biotechnology, Diagnostics and Laboratory Technology with AnalyticaChina Conference. This show?AnalyticaIndia?will also be held in India in January 2003.

In addition to that we will organize shows that present consumer and investment goods in Shanghai.

Compared with Europe and the Americas, how would you rate the potential for organizing shows in Asia?

There is a great potential, especially in China. The step of joining the World Trade Organization (WTO) on 12th December 2001 signaled the start of a period of radical change. For example, membership of the WTO gives [China] the opportunity to become one of the biggest producers of electronics, semiconductors and computer hardware in the years to come. Seen against this background, trade fairs increase dramatically in importance for exhibitors from all industrial nations of the world. There is a great need for a show like electronicChina.

Is your focus in Asia centering on China or do you plan/host similar shows in other parts of the region?

We have a main focus on China. This is the reason, why we built SNIEC. But one event cannot cover the needs of the markets in Asia. We therefore organize electronics shows in Hong Kong and Bangalore, which I mentioned above, and perhaps some day in Japan. But opposite to other trade show organizers, we don't want an inflation of electronic trade shows. It is in the interest of the industry to concentrate on leading shows for the whole region, covering the markets of several countries, instead of organizing a show in each country.

One of the keys to the success of your shows in Munich is the impressive exhibition and conference halls you have built up. Do you have plans to invest in such facilities in Asia?

We have invested in Pudong and are partners in an international joint venture to build SNIEC. There are plans to build more halls after the successful start and we will continue investing in Pudong if we see a reasonable return on investment. The fifth hall will be finished this year. Any further investment depends on the financial success of our investment in the existing halls. At present we do not have plans to invest in facilities at other locations.

What percentage of your turnover do you expect from Asia, this year and in five years from now?

The percentage of our turnover, which we realize in Pudong, is still small but it will grow. I can't give you any figures to what extent. Overall the turnover of shows in Asia cannot be separated from the turnover which we realize from Asian exhibitors at our shows in Munich and other parts of the world. You must see this as a global network for the benefit of companies, associations and media, in which Asia will play a larger role.

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