3 1811 First industrial exhibition in Düsseldorf Messe Düsseldorf is always wide awake. A well-known English peppermint lozenge is so strong that, according to the manufacturer, it knocks a fisherman backwards right over the railing. The slogan for this treacherous sweet points out laconically that the fisherman is presumably a weakling and the drops are simply too hot for him. Globalisation, too, has something in common with a very strong peppermint lozenge. For thinking on a global scale is something that is changing the world at a breathtaking pace. It is changing the environment, the climate, societies and social patterns, politics and, of course, industry. To cope with this amount of movement you have to be geared up if you want to stay in the race or even set the pace. Messe Düsseldorf is doing its training properly. We simply put a sweet in our mouths, take a deep breath, and do a bit of thinking about the future. At the same time, we go through the world with our eyes wide open, so that we miss nothing. We have an aim. And a plan about how to set about achieving it. And we take our time when it comes to the important things. For us trade fair organisers, that means having more time in which to act. More time in which to cultivate our contacts, and more time in which to take care of our core business. Such as organising internationally-reputed trade fairs. Or enabling German small and me diumsized businesses to gain a foothold in that highly promising growth area - Asia. Finding out how to direct the 17,000 trucks needed to set up a K on the exhibition site without producing total gridlock. Or just attending to your needs. But where do we get the time to accomplish all that while being just that much better than the others into the bargain? It s quite simple: when Messe Düsseldorf knocks off work, our employees in China are just getting up. We simply don t sleep. At least, looking at it globally we don t. Since our company is present all over the world, we are practically on the job continuously for our customers and partners. In all time zones. In all major markets. In Europe, the USA, Asia and, of course, here at the Düsseldorf site. Seven days a week, 24 hours a day, and 365 days a year. So, next time you and your company want to conquer a new market somewhere in the world, just think of us. For we will give you the strength to cope with the challenges of globalisation. We ll give you plenty of our time; we re always wide awake and have ev erything you need. Even a peppermint lozenge. Take a deep breath. We are there, wherever you need us.
4 1947 Foundation of Nordwestdeutsche Ausstellungsgesellschaft mbh (NOWEA) in Düsseldorf For nearly 60 years now, Messe Düsseldorf has been presenting itself as a partner and serviceprovider. The secret of our success? It s quite simple: as far as the high standards we set at our Düsseldorf site are concerned, we are predictable in the positive sense of the word. That s something all who work with us appreciate. And the parameters are clearly set when it comes to the continuation of our joint success story. For there are plenty of clever minds in our company that s what I call our brainware. These people have good ideas. And they roll up their sleeves and translate them into action. 365 days a year, they are there for our customers all over the planet. A highly-motivated, powerful team without whom our slogan basis for business would be quite unfounded. Moreover, we have the best hardware that anyone could desire: our headquarters is situated in the heart of Europe s economically strongest region, in a lively business and cultural metropolis that has not only a great deal of charm but an excellent infrastructure, too. And we have an exhibition complex that is one of the most advanced of its kind in the world in terms of comfort and functionality. And the high-calibre software that keeps all this running consists of people like you! Exhibitors, visitors, media representatives, and partners from all corners of the earth who all make our company the international platform for trade, innovation and communication. Put us to the test. We look forward to teaming up with you to keep our and your success going. Werner M. Dornscheidt, CEO of Messe Düsseldorf GmbH 04 05
6 1947 First trade fair in Düsseldorf after World War II Contents Introduction 04 Preliminary remarks 06 Contents 08 Mission 12 World market quality 20 A first-rate programme 24 First-rate visitors and exhibitors 28 First-rate service 32 First-rate communication Chicago 36 First-rate sites 40 A first-rate location 48 First-rate organisation 52 Dialogue
7 1948 The company participates for the first time in the organisation of an industrial exhibition in New York 2 1 MEZ Moscow Düsseldorf Tokyo New Delhi Shanghai Brno Warsaw Hong Kong Singapore 2 1 MEZ
8 1948 Setting up of the company s own foreign department in Düsseldorf Good morning, new markets! 7.15 a.m. Shanghai Messe Düsseldorf is active in all markets, all over the world and 24 hours a day. It is a springboard for companies that have set their sights on international success.
10 1950 Birth of the company s foreign agencies in Austria and Switzerland 1950 Start-up of the company s commission business under the German government s sponsorship scheme for foreign trade fair operations (Federal Ministry of Economics and Labour) We sometimes go right ahead. In 1974, a major German car manufacturer launched a range of models that was destined to give birth to one successful model after the other as regularly as clockwork. Though there were jokes about the car looking like a shoe box and the convertible version having the appearance of a shopping basket, it was not long ago that the car manufacturer sent its top-selling model into the fifth lap. And it looks very much as if things are going to work out this time, too. The recipe for success: take a few unique details from the time-tested original and perfect them in terms of design and engineering to make them mirror the style of the age. The result will be a successful blend of the traditional and the visionary. This is, incidentally, a formula that has also been the foundation of Messe Düsseldorf s success for decades. Every year, we welcome more than 1.5 million visitors to our site in Düsseldorf alone. Many of them are already proper fans. What do they appreciate about us? We think it is, on the one hand, our ability to move with the times and, on the other hand, our continuity. For instance, as far as optimum service, organisational professionalism, and the international character of our exhibitors, visitors and media representatives are concerned in these matters we do not budge one millimetre from our standards. That creates trust. As an internationally operating, market and customer-oriented service company, we have become a fixed quantity for our customers and partners. On turbulent, constantly changing markets, we help them to keep the overall picture in mind by setting up marketplaces for goods and services in which the main suppliers meet the main customers, and by creating a communications base from which to smoothly follow up successful business deals. All over the world, 24 hours a day. Messe Düsseldorf s business segments. We see to the design, planning and execution of trade fairs, exhibitions, congresses and special events. At the same time, we are constantly developing our innovative services and communications facilities for these segments, thus rounding off our range of services
11 1951 First drupa 1952 First K Plastics Trade Fair in Düsseldorf in Düsseldorf Front-runner. The Messe Düsseldorf Group is one of the front-runners in the international trade fair business. That creates obligations. On the one hand, to ourselves, as we naturally wish to defend our lead in a hotly-contested market, and even to extend it. On the other hand, we also assume responsibility for others: on the international scale, for the 1,500 employees who put their weight behind Messe Düsseldorf, then here at the Düsseldorf site, as the employer of more than 600 people, and, in the Düsseldorf region as a whole, as the indispensable catalyst for the many small and medium-sized firms that benefit directly or indirectly from our success. Professional. We secure our strong position by repeatedly putting our capabilities to the test every day and by striving to take over the lead in terms of quality, right from the word go, in everything we do. That is why we already rank among the best companies worldwide in most of the market segments we service. In the capital goods trade fair sector we are the number one in Germany. So, if you re standing where we are, you re at the front. Impulse generator. And because people can rely on the quality standard of our events, they are also keen on taking up our invitation when one of our key international fairs 23 in number is once again on the agenda. The most important trade fairs in their respective industries, they provide the crucial momentum for future developments. That is why we also establish them as satellite events, adapted to the market conditions there, in other parts of the world. Whether in Shanghai, Singapore, New Delhi, Moscow or Brno we open up new horizons and link up markets. May we offer you just a little more? Our worldwide range of services makes us a highly appreciated service partner on an international scale. For whoever works with us feels straightaway as if he were at home. Wherever he may be. Because we export the high Düsseldorf standard all over the world. Because we are familiar with regional peculiarities. Because we constantly optimise procedures to ensure that the interplay between all the parties concerned runs even better. Our customers appreciate our always being there whenever they need us. And this is what turns them into regular customers. Singapore Shanghai
12 1958 First interpack in Düsseldorf
13 Tomorrow morning in Moscow but the trends we are showing are the day after tomorrow s a.m. Moscow Messe Düsseldorf sets the trends and exports some good ideas for instance to Russia s CPM Moscow.
14 1963 Participation in the International Chemical Industry Trade Fair in Moscow Constantly sounding the world market. It pays to know the trade: twenty-three of the more than 40 trade fairs and exhibitions in Düsseldorf are key international fairs, i.e. the number one in each of their industries. Eighteen fairs have been staged in Düsseldorf for more than 20 years. Germany as a trade fair venue in figures: Five of the world s top ten fair promotion companies in terms of sales are based in Germany Two thirds of all the various sectors globally leading trade fairs are staged here Annual sales of German fair promotion companies: about EUR 2.5 billion Platform for approx 200,000 exhibitors and million visitors per year More than 50% of the exhibitors and more than 25% of the visitors come from abroad Bump! Another sack of rice has just fallen over in China. Before there was something like globalisation, that didn t really interest anyone at all. Today, however, being informed about movements on the world s markets is a matter of survival for companies. And, if possible, in real time. But a small or medium-sized company based in Germany cannot really be ev erywhere at the same time. Or can it? With Messe Düsseldorf s help, that is possible. For that is precisely where one of our strong points is to be found. We help our customers, in a spirit of partnership, to take their first steps into the world s growth markets. And to do so, they don t even need to travel very far. For we bring the world to them directly to their doorsteps. Made in Germany. Germany as a trade fair venue: it is here that roughly 80 out of the world s 150 key fairs are held and they make an impact of EUR 2.5 billion in terms of sales and EUR 23 billion in terms of national output. Twenty-three exhibition complexes offer a total hall space of 2.64 million sq. m., securing 250,000 jobs. The main advantage offered by German fairs in the context of worldwide competition is international flair. In 2004, more than half the exhibitors came from abroad, one third of them from countries outside Europe. One fifth of the visitors to international fairs travelled there from abroad, more than 20% of them from overseas. That s good for German industry because according to a study this country s key international fairs make an essential contribution to companies lasting successes in the export field. About 65.5% of all German exhibitors harness this potential in order to strengthen their foreign business. (Source: German industry s exhibition and trade fair committee) Top position in Germany: Düsseldorf. Meet the world s best is not only a company slogan, but a promise. With 23 key international fairs alone, the Düsseldorf exhibition site is Europe s market leader and attracts first-rate visitors from all five continents. That means that at our site the most important exhibitors encounter the most knowledgeable visitors. Incidentally, that also applies to the 140 international foreign fairs and con gresses which rank among the top events of their respective industries. But being seen at our site isn t only good for business, it is also good for your image. For events such as interpack, drupa, K and MEDICA are proprietary events that have a great attraction in international terms. Abroad, Messe Düsseldorf stands for capability. And that, in turn, is the key to new markets. Trade fairs as a marketing instru - ment. Where can you best show your strong points in a direct comparison with your competitors? Where can business partners meet face to face and buyers get a general picture of the complete range of products offered by a given industry? German companies are convinced that participation in trade fairs is one of the most important B2B communication instruments and helps to sustain the impact of marketing campaigns. German companies, world export champions by trade, put their faith 14 15
15 1965 The company is renamed Düsseldorfer Messegesellschaft mbh NOWEA completely in the presentation and communication functions of international trade fairs. According to AUMA, a company s appearance at a trade fair is now more important in the marketing mix than cultivation of the market by the field organisation. That is why, according to the latest studies, the next two years will again see German companies spending 37% of their communication budgets on trade fairs. Bridge builder. Messe Düsseldorf s two-way strategy is its long-term formula for success, which benefits both customers and partners. On the one hand, our operations at our international sites help us to acquire decision makers for our domestic key fairs in terms of both exhibitors and visitors. On the other hand, the transfer of know-how regarding time-tested trade fair concepts means a huge intensification of the international exchange of information and hence, for both German and European companies, access to the world s new growth markets. In this fashion, we build bridges between regional markets and the world market. Especially as far as small and medium-sized companies are concerned, successful cultivation of markets underpins the range of instruments used: from the key international trade fair in Düsseldorf to regional fairs at the national level and even national trade fairs for specific economic regions. For our customers, we have long been present as a point of contact in the important emerging markets. Our events there also help us to attract hitherto still cautious business partners to our key trade fairs in Düsseldorf. With success. The most important tools in the marketing mix: Trade fairs and exhibitions: 76% Personal sales/field organisation: 75% Direct mailshots: 62% Advertising in trade journals: 59% Public relations: 41% Marketing on the Internet: 39% (Source: AUMA) Germany as a trade fair venue in 2004 Supraregional events Percentages of foreign exhibitors (Source: AUMA)
17 Düsseldorf, MEDICA 2004 Shanghai, Office of Messe Düsseldorf China Shanghai, SNIEC Chicago, Office of Messe Düsseldorf North America Chicago, Exhibition complex Moscow, Expocentr exhibition complex Brno, Exhibition complex New Delhi, Office of CIDEX Ltd. New Delhi Shanghai
18 1966 First EuroShop in Düsseldorf Subsidiaries Offices of subsidiaries Countries in which Messe Düsseldorf is represented Small and medium-sized companies go global: 78% of small and medium-sized companies intend to step up their involvement in existing foreign markets 63% intend to open up new markets abroad 81% are active in Western Europe 49% in Central and Eastern Europe 21% in Asia 12% in North America (Source: AUMA) A 168-hour week. On behalf of public agencies we organise German and European companies participations in foreign trade fairs. In the last 40 years, more than 4,000 such projects have been carried out. In the USA, the Netherlands and the United Arab Emirates, in Canada, Great Britain, Greece, France, Ireland, China, Romania, Russia, etc. Thank heavens the week has 7 days, each with 24 hours... Walk tall away from home. In how many countries do you wish to be present? Messe Düsseldorf s subsidiaries operate centres of excellence, dealing with everything related to trade fair business in 9 countries, and in 107 countries our marketing centres can put out their feelers for you from time to time. International flair is part of our tradition and is an integral part of our strategy for success. This benefits especially export-oriented small and medium-sized companies that wish to clearly position themselves in the world market. With us you will go down well in growth regions such as Central and Eastern Europe, China, ASEAN, India and South America. So: where do you want to go today? Networking, networking, networking! Just put your hand on your heart: global networking is nothing for loners. Strong partners are indispensable if Messe Düsseldorf as a global partner Düsseldorf-sourced foreign business in 2004/2003 Events Countries Hall space in sq. m. Exhibitors Business commissioned by the German Ministry of Economics and participations ,254 12,100 1, on behalf of German states Centrale Marketing-Gesellschaft der deutschen Agrarwirtschaft mbh ,705 3, Self-sponsored events and participations with partners ,023 27,700 1,514 1,
19 1969 Start of commission business on behalf of CMA 13 subsidiaries and affiliates 65 foreign agencies for 107 countries America North America Canada USA Central America Bahamas Costa Rica Dominican Republic El Salvador Guatemala Honduras Mexico Nicaragua Panama South America Argentina Bolivia Brazil Chile Colombia Ecuador Paraguay Peru Uruguay Venezuela Europe Austria Belgium Bosnia- Herzegovina Bulgaria Croatia Cyprus Czech Republic Denmark Estonia Faeroe Islands Finland France Greece Great Britain Greenland Hungary Iceland Ireland Italy Latvia Liechtenstein Lithuania Luxembourg Macedonia Monaco Montenegro Norway Poland Portugal Romania Russia Serbia Slovakia Slovenia Spain Sweden Switzerland The Netherlands Turkey Ukraine Africa Benin Botswana Cameroon Egypt Ghana Ivory Coast Kenya Malawi Mauritius Morocco Namibia Nigeria South Africa Tanzania Togo Tunisia Zambia Zimbabwe Asia Bahrain China India Indonesia Iran Iraq Israel Japan Jordan Kuwait Lebanon Macao Malaysia Oman Pakistan Philippines Qatar Saudi Arabia Singapore South Korea Syria Taiwan Thailand United Arab Emirates Vietnam Oceania Australia New Zealand you want to put your capabilities on a wider base. That is why we enter into joint ventures and strategic alliances with other trade fair promotion companies that are compatible with our structures. For example, at the Shanghai site we are at the starting line in a joint venture involving the Hanover and Munich trade fair companies and in India we have teamed up with the Cologne company. In this fashion, by working jointly, we are strengthening our position as top trade fair organisers and service-providers. And at the same time, this will secure our position in these trendsetting markets. With the help of even more flexibility, tailormade concepts and highly effective customer loyalty, and via even better service. These are the things that make us simply indispensable as the basis for business. Nothing escapes our attention. Especially in the growth markets of Central and Eastern Europe and in Asia, we are excellently positioned and offer our customers standards of quality and service that are on a par with the high Düsseldorf standards to which they are accustomed. At the same time, we can rely completely on our staff in the countries concerned. They form the interface between us and our principal onthe-spot contacts: companies, public agencies, foreign trade organisations, associations and the press. For our aim is to be completely up-to-date in terms of business and trade fair matters 24 hours a day. So that nothing will escape your attention. The sun rises in the east. Between Düsseldorf and Moscow there are about 2,250 kilometres as the bird flies. That s a stone s throw to us. And that hasn t only been the case since more than 30 flights a week have been shuttling business travellers from the Rhine to the Russian capital. More than an additional 130 flights a week are offered by other major German airports. In terms of business, the geographical gap has been bridged since as early as 1979 the year that Messe Düsseldorf opened its first office in Moscow. Sceptics shook their heads at us. But that was then. For Germany has now become Russia s main trading partner and that also means our company s most important foreign trade fair location. This is how we stir up international attention: By advising and supporting exhibitors and visitors in their home countries By intensively cultivating our contacts to national media, business associations and government agencies By developing, planning and executing country-specific advertising and PR campaigns By staging presentations and press conferences in all the countries of importance to the industry concerned By collaborating with the national travel agencies and airlines in each of the countries concerned The right product for each market: The basic product: key trade fairs such as drupa, interpack, and MEDICA in Düsseldorf Regional trade fairs of national importance: e.g. UPAKOVKA Moscow, M-Plas Malaysia, All in PRINT China Regional trade fairs of supranational import - ance: e.g. SHK and HOSPIMEDICA Brno for Central and Eastern Europe; ASEANPLUS Singapore
20 1969 First boot in Düsseldorf Top events in Russia right from the word go: NEFTEGAS (equipment for the oil and gas industry) and INLEGMASH (equipment and technological processes for light industry) Visitors from the Russian Federation and other CIS states: 27,000 Organiser: Messe Düsseldorf and the Russian ZAO Expocentr in Moscow wire Russia/Tube Russia and Metallurgy Russia: 408 exhibitors, 10,500 visitors CPM (Collection Premiere Moscow): more than 12,000 trade visitors in four days Floor space: 22,000 sq. m. SHOP DESIGN RUSSIA: 100 exhibitors from 14 countries and 12,000 visitors SHK Moscow: with 299 exhibitors from 23 countries; overall increase: 19.6% Brno right out in front: Thirty-six out of a total of 46 projects in the trade fair programme are number one events in the Czech Republic, 19 of them being key trade fairs in the region of Central and Eastern Europe. Shanghai in figures: By 2006, SNIEC will have more than 103,500 sq.m. of hall space and 100,000 sq.m. of open-air space at its disposal Total capital expenditure on the nine newlycompleted halls: USD 225 million Booked up until 2006: 1.9 million sq.m. of hall space rented out make us the number one in Asia To be completed by 2006: two new halls with a total floor space of 22,000 sq.m. 2007: completion of a hotel with a congress centre Repercussions on the Düsseldorf site: Visitors from China Exhibitors Floor space , ,100 sq.m More than 6, ,600 sq.m. With its population of 145 million, Russia offers enormous opportunities in terms of foreign trade. Merchandise and equipment worth about EUR 12 billion is imported from Germany every year above all capital goods and consumer goods. That also gives a fillip to the interest shown by foreign companies in international trade fairs in Russia. And we are fully prepared for their arrival. The Czech Republic, too, is on a virtuous path: the country s economy has been on course for growth again since The national exhibition market profits from this especially. With the Brno trade fair, we are right in the middle of the action there, too, for the benefit of our customers. Our 50% market share makes us the Czech Republic s most successful service company. We even account for 90% of the international fairs. As a result of the determined expansion of our programme of events, tailored to the needs of the region, we have become the central East-West hub at the Brno site. And this is how our exhibitors and visitors benefit from these things when they enlist our help: well-established trade fairs on the topics of catering, building and construction, mechanical engineering, printing, packaging, cars, energy technology and power engineering, heaps of good contacts and, of course, service, service, service! Good morning, China. When we go to bed here in Germany, our colleagues in China are just waking up. Good timing, for, despite the seven-hour time gap, this helps us not to waste a minute in what is now the fastest-growing market in the world. With economic growth currently running at 10% and total exports of more than EUR 7.5 billion at the end of 2004, China comes after the USA (EUR 9.7 bn) but before France in the foreign market league. It s worth while getting up early for that! German machinery manufacturers come a close second in the Chinese import statistics, right behind Japan. Last year, China imported machines and plants worth nearly EUR 40 billion, 19% of them from Germany. We are pleased to see that we, with our key fairs both here and over there, were able to make a contribution to this. For the Chinese market is expanding. And no other foreign trade fair company has deployed its resources there as well as we have. Three strategic delicacies. To continue to be successful in China, we are basing our strategy on three pillars: 1. In conjunction with a Chinese partner and the Hanover and Munich trade fair companies, we operate, via the Berlin-based German Exposition Corporation International GmbH (GEC), the most modern exhibition site in China Shanghai New International Expo Centre Ltd. (SNIEC). 2. Since 2000, via our subsidiary Messe Düsseldorf China Ltd. (MDC), founded in 1999, with six branches all over China, we have been able to stage about ten different themes in the Chinese market; these now rank among the country s leading trade fairs. For instance, after a vertical take-off, Tube CHINA and wire CHINA have now become the key trade fair duo in the Chinese market. MDC s six offices offer their services, relating to all aspects of trade fair business, in China s economically strongest provinces and make efforts to attract exhibitors and visitors on a regional basis. 3. Word of our success has spread. That is why, in Asia, GEC is harnessing our valuable know-how to offer prospective customers a consultancy service now in great demand for the planning, construction and operation of trade fair sites
21 1970 MEDICA in Düsseldorf from now on 1971 Move to the new site in the northern area of Düsseldorf Welcome to India. We have great pleasure in being able to welcome you here. For India is also one of our core markets. As one of the biggest industrial markets in Asia with a 300-million-strong middle-class population with great purchasing power and a GDP that continues to rise by 6 8% per year. The growth in terms of industry and foreign trade has also been matched by a simultaneous improvement in the country s infrastructure. In India, Messe Düsseldorf operates a joint venture CIDEX Tradefairs Pvt. Ltd. along with Messe Köln (the Cologne fair organisation company). CI- DEX s main tasks are, on the one hand, to direct incoming business to the two German trade fair sites and, on the other hand, to develop trade fairs for an individual market. The quality of these events is assured by a total staff of 25 in New Delhi and Mumbai. We ll meet again in Singapore. In addition to the large domestic markets of China and India, the countries of South-East Asia constitute the third magnet of growth in the region. With 6 7% growth rates in the last few years, countries such as Thailand or Vietnam appear to have overcome their economic crisis. With great foresight, Messe Düsseldorf GmbH set up a third pillar of support in these markets at quite an early stage: Messe Düsseldorf Asia Pte. Ltd., which is based in Singapore. Working from here, a staff of 15 organise events in various South-East Asian countries, the most important of these being Thailand, Malaysia and Singapore itself saw a total of about 600 exhibitors and more than 12,000 visitors from 68 countries attend our trade fairs there, where they informed themselves about medicine, occupational safety, plastics, wire, cables and tubes. Trade fairs in China: CHINA SHOES CHINA SHOETEC CHINA MED CRC (China Retail Conference and Exposition) COS+H Fashion China CHINA PHARM wire/tube CHINA CHINAPLAS Trade fairs in India: Tube India International/Sheet Metal India, Hyderabad INTERKAMA India/PHARMA INDIA/ Biotec India International, New Delhi Foundrex India, Hyderabad METALLURGY India/Castings India Trade fairs in ASEAN: Singapore: ASEANPLAS, HOSPIMedica ASIA, wire/tube Bangkok: T-PLAS, HOSPIMedica Thailand Malaysia: M-PLAS Shanghai