Zentraleinkauf 2b

1
How to successfully clone market leading
tradeshows in new markets
Deputy Director Business Unit Capital Goods
Munich Trade Fairs
Katharina Christine Hamma
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History
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Today 23 successful events abroad
BangkokCeramiglasSouthasia
AntalyaBaucon Yapex
PyongyangPyonyang ITIE
ShanghaiAnalytica ChinaBD Shanghaibauma
ChinaElectronic ChinaEXPO REAL ChinaIFAT
ChinaISPO ChinaLuxory ChinaTransport Logistic
China
KairoBaucon Interbuild
TeheranIranconmin
HongkongElectronic Asia
SingapurBaucon Asia
Sao PauloElectronic Americas
Neu DehliBaucon IndiaElectronic IndiaTransport
India
MumbaiAnacon/Analytica India
San FranciscoElectronica USA
Mexico CityEnviro-Pro/Tecomex
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Why shows abroad?

• partnership to the exhibiting industry
• promotion of Munich International Trade Fairs
• tackle new market potentials

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All business is local
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Concept transfer BAUMA - bauma China
bauma China
BAUMA
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1. Market research
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Content of market analysis

• Market potential
• future development of the market
• geographical extension of tackled market
• communication and purchasing behaviour of the
  market
• competing events / other established marketing
  instruments

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Some results of the market analysis made for
bauma China
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2. Partners
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bauma China partners

• Co-organisers
• CCPIT - China Council For The Promotion of
  International Trade, Machinery sub-council
• CNCMC - China National Construction Machinery
  Corporation
• CCMA - China Construction Machinery Corporation
• International Partners
• VDMA - German Engineering Association,
  Construction Equipment and Building Material
  machinery Association
• CEMA - Japan Construction Equipment Manufacturers
  Association JCMA - Japan Construction
  Mechanisation Association
• KOCEMA - Korea Construction Equipment
  Manufacturers Association

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Location and geographical extension of a target
market
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Dates and frequency
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Pricing policy
One price policy ? two price policy
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Price list of bauma China
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bauma China film
film
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Review of bauma China 2002

• 41.000 sqm exhibition area
• 458 exhibitors from 19 countries
• (53 came from foreign countries)
• more than 32.000 branch visitors from all Chinese
  regions and other nationalities

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bauma China
2002 2004
41.000 sqm ca. 100.000 sqm 130
172 79 110
Gross exhibition space Chinese local
exhibitors FIE exhibitors
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Overview exhibition space
2002
2004
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Cultural misunderstandings
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Cultural misunderstandings

Since 2001
1983
1977
1967
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Cultural misunderstandings
?
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Cultural misunderstandings
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Key account is not key account
?

• International exhibitors
• Caterpillar
• Liebherr
• Hitachi
• Volvo

• Chinese exhibitors
• Xugong
• Liugong
• Zoomlion
• Sany Heavy Industries

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Spin of successful bauma China
bauma 2001 bauma 2004
Chinese exhibitors Chinese surface Chinese
visitors
8 42 226 sqm 1.867 sqm 844 1.807
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Factors of success

• Solid concept
• no cloning
• detailed research
• local partners

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Factors of success

• Open mind
• flexibility
• intercultural understanding

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Thank you!