"Germany is the center of European furniture. More importantly, the trend of furniture design is vividly displayed here." This also attracted countless exhibitors and professional visitors like Mai Xianglong to the Cologne International Furniture Fair.
The exhibition data over the years can prove this. After the financial crisis, this year, it attracted more than 1,000 exhibitors from more than 40 countries and more than 100,000 visitors from 113 countries in seven days. It is still so huge. Scale! For global furniture suppliers and buyers, as the international trading center of the furniture industry, Cologne International Furniture Fair's position is unquestionable.
On the occasion of the 2011 Cologne International Furniture Fair, the German Cologne Exhibition Company announced that it will launch the embedded exhibition "LivingKitchen" in the same period of the 2011 Cologne International Furniture Fair, which is an independent kitchen supplies exhibition. Cologne International Furniture Production, Carpentry and Interior Decoration Exhibition (Interzum) will be held in May next year. The reason given by Cologne Exhibition Company is that the exhibition hall area is limited.
This can't help but make people think, Cologne International Furniture Fair is undergoing extensive expansion to further consolidate its market position. Is this action to take advantage of the situation, or to meet customer needs? The CEO of Cologne Messe, Germany, did not give a clear answer, but clearly expressed the company's strong interest in the Asian market.
New breakthroughs in the exhibition
Reporter: Embedded in the Cologne Kitchenware Exhibition next year at the Cologne International Furniture Fair, what is the purpose of this "combination punch"?
Bosen: Cologne International Furniture Fair held the "Cologne International Kitchen Show" at the same time, which not only strengthened Cologne's status as the venue of the exhibition, but also enhanced the image of Cologne's exhibition city. The greater the momentum, the more rewards it can bring to exhibitors. In addition, this exhibition will also take into account the two groups of professional visitors and consumers, whether from the exhibition itself or related supporting activities, will take care of the needs of these two groups.
Reporter: Can the Cologne International Furniture Fair, Cologne International Kitchen Show, and the Cologne International Furniture Production, Carpentry and Interior Decoration Exhibition held in May be regarded as a new breakthrough in the market of Cologne International Home Furnishing Fair?
Bosen: Furniture Fair, Kitchen Show and Woodworking Decoration Fair will fully show the current development status of the international furniture industry and become a very large international exhibition of the whole industry. Cologne has once again consolidated its important position as the top exhibition venue. In fact, in addition to these three major exhibitions, we will also hold the Cologne Office Furniture Exhibition next year, which is also a very important business component of Cologne Exhibition Company. At present, the business volume of these four exhibitions is growing. Overall, we have indeed achieved a breakthrough in the entire furniture and interior decoration business, which has a very positive impact on the business and development of Cologne Exhibition Company after 2011.
Gathering of decision makers
Reporter: It is understood that the 2011 Cologne International Furniture Fair reached long-term cooperation with many well-known companies. What kind of environment does it reflect in the global furniture market?
Bosen: In the context of increasing globalization, in the past few years, the cross-border trade open to the domestic furniture market has steadily increased. However, under the influence of the global financial crisis in 2008, this growth slowed significantly. The growth rate of international furniture trade dropped from 17% in 2007 and 4% in 2008 to -10% in 2009. According to the forecast of relevant departments, the growth rate of trade this year is "black zero", which will be about 5% by 2011. From an absolute point of view, this year's global furniture trading volume should be 7.43 billion euros.
In 2009, European GDP fell by 4.2%, and this year there will be a growth of about one percentage point, which is relatively slow compared to the growth rate of the Asian economy. China, India and South Korea are still "emerging markets" in Asia, and China has become the most important furniture exporter. Over the past decade, China's furniture exports have increased from 150 million euros in 1998 to 1.97 billion euros in 2009, and this trend will continue in the next few years.
Reporter: Dr. Scheipermeier, an exhibitor who participated in this year's Furniture Fair, said: "In the next few years we need to go abroad to look for development opportunities. In my opinion, the domestic market is already saturated." Can Cologne International Furniture Fair meet this demand from exhibitors?
Bosen: Whether in the domestic or overseas market, all the information shows that Cologne has always been at the forefront of the industry, and the exhibition data so far indicates a good trend. In 2011, the number of exhibitors at Cologne International Furniture Fair increased by 10% and the exhibition area increased by 22%. Exhibitors came from 45 countries, surpassing the previous 41 countries.
Cologne International Furniture Fair is market-oriented and provides the conditions for direct competition of enterprises. It is an exhibition in which enterprise decision-makers participate intensively. According to our survey statistics of the audience, 80% of the more than 100,000 audiences from all over the world are the decision-makers of the enterprise. At the same time, the high degree of exhibitor awareness of the exhibitors strengthened the functions and business characteristics of the exhibition. No exhibition can organize groups with different goals as closely as the Cologne International Furniture Fair.
Of course, relying on a Cologne furniture exhibition still cannot fully meet the needs of exhibitors looking for opportunities abroad, but we will try our best to attract foreign visitors to visit the exhibition.
Reporter: The exhibition does reflect the situation in the international market. There will be more than 80 Chinese companies participating in the exhibition next year. What are your suggestions?
Bosen: In our opinion, each company and other companies are competitors, of course, each company also has its own characteristics. From the perspective of audience composition, it can be divided into architects, designers, small and medium dealers, including associations and buyers. Buyers will visit their inherent suppliers at the exhibition and will also look for some new suppliers.
For Chinese companies to achieve success, they first need to persevere and need a certain degree of persistence. Second, the product or service should be unique. For example, it is very important for European customers to deliver on time, ensure quality, and provide very good after-sales service. This is for retailers. Each company provides different things, and it will be different from other companies in terms of competition.
Cautiously develop the Asian market
Reporter: Asia is an emerging market. There are many excellent exhibitions under the Cologne Exhibition Company. Are you interested in opening these exhibitions in the Asian market?
Bosen: Now our entire internationalization focuses on Asia, including China, Singapore, India, Bangkok and other places. But we can't simply move an exhibition from one place to another, such as putting the Cologne Furniture Fair in Shanghai and Beijing. In fact, no matter which exhibition area is moved to another country, it cannot be copied exactly. It is necessary to consider the specific conditions of those places and design them according to the local environment.
Of course, sometimes it is possible to combine a part or several parts of an exhibition and put it in another place to do it. This is to meet the needs of the local market and optimize the use of resources to hold the exhibition.
Reporter: Cooperation and mergers and acquisitions are a common way for foreign exhibition companies to occupy the Chinese market. With the increasing competition in the international market, will Cologne Exhibition Company also carry out related operations in the Chinese market?
Bosen: There are various possibilities in the development and growth of the market. One possibility is completely dependent on its own strength. Of course, such a development rate will be slower. On the other hand, growth can be achieved by buying some existing exhibitions or exhibition companies. There are also some problems in this regard. For example, when you buy, you don't necessarily know what you will buy, because sometimes the packaging is more beautiful than the content.
Cologne Exhibitions insists on both possibilities. We have always maintained communication and cooperation with many exhibition organizers, of course, including the negotiation of acquisitions. One thing is certain, if we decide to "buy something" one day, we will definitely announce it publicly.
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