Reifen China Opening the Door to New Markets

Following the successful premiere event in 2007, the popular Asian region “Reifen China” exhibition was again held last December. Some 5,600 domestic and international visitors attended the Shanghai New International Expo Center (SNIEC) between December 4 and 6, 2008, to gain information on the latest products, technologies and services available within the Chinese and worldwide tyre industry. While the fair attracted some two hundred fewer visitors than the 5,800 recorded the previous year, this decline of 3.5 per cent must be viewed in light of the current economic situation, particularly within the tyre industry, and should therefore be interpreted as a very positive result. “Actually I don’t at all want to speak of it as a decline,” commented Klaus Reich, director Trade Fairs and Exhibitions for the show organiser, Messe Essen GmbH, to Tyres & Accessories. The result, he said, was in the economic circumstances, “absolutely good.”

Exhibitor numbers, however, increased by 19 per cent. A total of 109 companies from 16 countries came to Shanghai to display their tyre, wheel and workshop products. And again, when the current economic climate is taken into account, exhibition organisers Messe Essen and the China United Rubber (Group) Company, and event supporter the BRV (Bundesverband Reifenhandel und Vulkaniseur-Handwerk – the German federal tyre distributors and skilled vulcanisers association) were highly satisfied with how the show ran and its outcome.

The BRV, who in 2007 sent a delegation to the inaugural Reifen China exhibition, in 2008 returned with a group to Shanghai, although this time round they were not located on-site – the trade fair this time proved insufficient incentive to lure so many tyre dealers half way around the world in the middle of what was expected to be a busy winter season for Europe’s largest cold weather tyre market. Reich commented that a shifting of the fair’s dates to the early autumn may be considered.

According to the unanimous opinion voiced by exhibitors and visitors, Reifen China is developing into a major exhibition for the very promising Asian market. The nature of the service provided by the organisers is exceedingly positive when compared with those provided by similar organisers in Asia, says Klaus Reich. Similarly, the “appearance of the exhibition” – that is, the general look and feel and the first impression gained – was “clearly better than its competitors.”

This is what the increased interest from exhibitors has underlined, report the organisers. From 90 companies in 2007 the number of exhibitors, as previously reported, increased to 109. The exhibition space covered 3,500 square metres, around one third higher than during the premiere show in 2007. Interest was high, especially from company within the Asia region, to attend a fair that acts as “an exhibition platform where wheels and tyres can be presented”, commented organiser Messe Essen after the show.

International visitors accounted for 22 per cent of those exhibiting. A total of 16 nations were represented, including the UK, Germany, the USA, India and the United Arab Emirates. In 2007, 28 per cent of the 90 companies at Reifen China came from abroad. It is in particular the attendance of international exhibitors that the Reifen China organisers wish to increase in the future. Mr. Reich is optimistic: “I believe that this is still developing.”

Whether in the coming year a further increase in the total number of exhibitors can be achieved, given the current difficult economic situation in the automotive and tyre industries, is something the organisers can only remain hopeful about. Messe Essen and the China United Rubber (Group) Company, at any rate, have booked the same size exhibition space for the fair in November 2009 as was set aside for the 2008 show. The option to acquire further exhibition space also remains open.

Exhibitors at the 2008 Reifen China praised the quality of visitors in attendance. Approximately 5,600 ‘expert’ visitors from 73 nations used the Reifen China show to obtain information, make business contacts and to prepare and close deals. Some 3,000 visitors, more than half the total, arrived on the first day of the exhibition. And while visitors from within China accounted for the large majority of those in attendance, more than one in ten guests (11 per cent) came from overseas. This is, for a trade fair held in China, a high percentage, adds Reich. Furthermore, according to the results of a survey conducted by the show organisers amongst exhibitors, 83 per cent of international exhibitors reported that their expectations of Reifen China were met; therefore an even greater proportion of international visitors is expected in future years.

The attendance and exhibitor figures calculated after the second Reifen China exhibition confirm the organisers’ decision that the world leading Reifen Essen show should set up a ‘daughter event’ in Asia. The exhibitors that attend Reifen China are setting foot in new sales markets and at the same time strengthening the position of the parent trade show held in Essen, Germany. So if an Asian show is good for Messe Essen, does this mean that similar exhibitions in other regions are a possibility? Perhaps. Whether it is possible at the moment to consider in any great detail the possibility of organising further tyre exhibitions in other locations, for example in America or Africa, is something Klaus Reich denies is linked to the current general economic situation. He indicates that such plans are being pondered, however at the moment they have not reached a stage where they can be discussed publicly.

The Reifen China show was again held parallel to the “Rubber Tech China” exhibition, the international trade fair for rubber processing and rubber production. Exhibitors and visitors praised what was on display at the Shanghai New International Expo Center. The event was complemented by the “Tire Tech Forum, which included lectures on topics currently of interest within the tyre industry. The next Reifen China exhibition will take place from 11 to 13 November 2009, and will again be held in Shanghai.