As the extension of the world's largest construction machinery exhibition in China, bauma China has become a stage for global construction machinery enterprises to compete. On this stage, numerous outstanding enterprises and excellent products gather, representing the most advanced productivity, carrying the historical mission of industry development, enhancing the degree of industrial civilization, and even changing the lives of each of us...

Shanghai bauma Exhibition: A Decade of Interpreting the Legend of “China's No.1 Commercial Exhibition”

In Tune with the Law
Closely Following the Industry Pulse 

China's vibrant exhibition industry has become an important engine for global exhibition industry growth. By the end of last year, China's total exhibition hall area of over 5,000 square meters had reached 4.75 million square meters, accounting for 15% of the world; among the world's top 100 brand exhibitions, China has captured 14 seats, ranking second in the world.

Among the list of these 14 exhibitions held in China with top international influence, “Shanghai bauma Exhibition” - China International Trade Fair for Construction Machinery, Building Material Machines, Construction Vehicles and Equipment (bauma China) is prominently ranked first.

“bauma” is the abbreviation of the German word baumaschinen for construction machinery, and bauma is an important international exhibition for the construction machinery, building materials machinery, construction vehicles and equipment industry, holding a pivotal position among world-class exhibitions.

bauma China adheres to the successful concept of the Munich bauma exhibition while fully considering the needs of the Chinese and Asian markets. bauma China, “born of a distinguished lineage,” began its “debut” in China in 2002.

From 40,000 square meters to 150,000 square meters, from 200,000 square meters to today's 300,000 square meters, bauma China has written a legend of China's commercial exhibitions and also witnessed the development history of China's construction machinery industry from one aspect.

Over more than 30 years of reform and opening up, China's construction machinery industry has achieved considerable development, and its internationalization process has roughly gone through four stages: “bringing in” (mid-1990s), “resource integration and internationalization of the Chinese market” (mid-1990s to 2004), “going out” (2004 to 2011), and “transformation and upgrading” (2011 to present). Starting from the second quarter of 2011, due to multiple factors such as the state's implementation of a prudent monetary policy, strengthened liquidity management, increased regulation of the real estate market, and the gradual withdrawal of some stimulus policies to cope with the crisis, construction machinery sales have declined month by month, and industrial transformation and upgrading, becoming refined and strong, are urgently needed. As a bellwether of the industry, bauma China's successive value propositions have coincided with the law of industry development and closely followed the pulse of China's construction machinery: bauma China 2002 “Leading the World, Entering China after WTO Accession”, bauma China 2004 “Advancing Together with China's Construction”, bauma China 2006 “Building Business Opportunities”, bauma China 2008 “Creating Steady Growth”, bauma China 2010 “Full of Upgrading Opportunities”, bauma China 2012 “Building Excellence Across the World, Connecting Heaven and Earth with Constancy”.

In 2012, bauma China reached 300,000 square meters, becoming one of the world's top 100 commercial exhibitions at an astonishing speed, and also became the No.1 international brand commercial exhibition in China.

Long-standing Origins
Forging Brand Loyalty 
 
The origins of Chinese enterprises with bauma can be traced back to 1992. That year, XCMG participated in the German bauma for the first time with pictures and materials, which was the first time a Chinese construction machinery enterprise participated in an international construction machinery exhibition. In 1998, XCMG participated in the German bauma for the third time with the ZL50G wheel loader and YZ12C vibratory roller, which was the first time a Chinese construction machinery enterprise exhibited with physical products. At the 26th bauma in 2001, Chinese exhibitors were no longer alone. In addition to XCMG, many enterprises such as Fangyuan Group and Ningbo Ruyi set up booths at the exhibition; domestic enterprises also gave unprecedented attention, and construction machinery enterprises organized delegations to visit and investigate. Understanding the technological development of the world's construction machinery industry and striving to enter the international market had become the consensus of enterprises at that time.

bauma 2004 was an epoch-making exhibition, the first time the Chinese government came forward and the China Construction Machinery Association led the organization to participate in the exhibition. 42 enterprises including XCMG, LiuGong, Xiamen Engineering, Changlin, Zoomlion and Sany Heavy Industry participated, with an exhibition area of 3,000 square meters. They exhibited products representing the highest level in China at that time, including 15 large-scale equipment and 11 medium-sized equipment, becoming a eye-catching scenery at the exhibition. In 2006, China's construction machinery exports reached 5 billion US dollars, but the world's understanding of Chinese enterprises was far from sufficient. bauma 2007 provided a platform for Chinese enterprises going abroad to showcase themselves. At bauma 2007, the Chinese exhibition group's exhibition area reached 13,200 square meters for the first time, more than 6 times that of bauma 2004; the number of Chinese exhibitors increased to 102, and “Made in China” became the biggest highlight of bauma 2007, with five-star red flags visible everywhere, and China's strength amazed the world.

As bauma took root in China, the exhibition has become a grand event of the industry, earning the reputation of Asia's No.1 construction machinery exhibition, and brand loyalty has been increasing day by day. XCMG, LiuGong, Xiamen Engineering, Changlin, Zoomlion and Sany Heavy Industry... these renowned excellent enterprises innovate at the exhibition and harvest the market. In 2012, the enthusiasm of registered enterprises to participate remains high. The number of exhibitors has reached more than 2,600, and the 300,000 square meters of display space is still hard to secure.

Statistics show that up to 90% of exhibitors, while reaping benefits, will actively recommend it to others, and the bauma China brand has steadily improved through word of mouth.

Well-prepared 
Walking with You All the Way 

After five editions, bauma China has gradually transformed from a bridgehead for international enterprises to enter the Chinese market into a two-way interactive venue for “going out and bringing in”, becoming a bellwether for the development of the global construction machinery industry and also the best platform for international buyers to pay attention to Chinese products.

bauma China is a biennial professional-level grand feast of the construction machinery industry in Asia, where all leading enterprises in the industry appear, playing an indelible role in promoting the development of China's construction machinery market. As the flagship project of Messe München in Asia, whether in the initial choice of time and location or the painstaking efforts and sweat of the organizers over the past decade, it is not difficult to see that bauma China has been ambitious and confident since its inception.

The exhibition venue is the Shanghai New International Expo Centre. As one of the shareholders of the Shanghai New International Expo Centre (SNIEC), Messe München laid the groundwork for bauma China starting from the planning and layout of the exhibition center in 1999: according to conventional domestic practices, due to venue limitations, parking lots are often temporarily converted into outdoor exhibition areas, but the Shanghai New International Expo Centre can be said to be tailor-made for bauma China. Today, the outdoor exhibition area of more than 100,000 square meters has become one of the main battlegrounds for global excellent construction machinery enterprises to compete.

Over the past 10 years, Messe München has sincerely cooperated with the China Construction Machinery Association (CCMA), the Machinery Industry Sub-Council of the China Council for the Promotion of International Trade (CCPIT-MSC), and China National Construction Machinery Corp. (CNCMC). These three Chinese partners, together with Messe München Shanghai Co., Ltd., have formed the liaison network for this exhibition in mainland China, responsible for all related information consultation and services. This has laid an important foundation for bauma China to become the most important and largest international event in the global construction machinery field.

In 2002, bauma China became the most successful and important exhibition in China's construction machinery industry at one stroke. It grew by 61% in 2004, 47% in 2006, and 48% in 2008. bauma China 2010 even set multiple historical records: over 150,000 professional visitors from 165 countries, a huge exhibition area of 230,000 square meters, 10% larger than 2008, attracting 1,858 exhibitors from 37 countries and regions. It became the largest imported brand commercial exhibition and ranked first in the industry. In 2012, bauma China became the first exhibition at the New International Expo Centre to use all indoor and outdoor venues, with an exhibition area reaching a historic 300,000 square meters and exhibitors exceeding 2,600.

Rooted in the Market 
Enhancing Industrial Civilization 

It is predicted that if the growth rate of social fixed asset investment is controlled at around 20%, by 2015, China's market demand for construction machinery will reach 851 billion yuan. The biennial bauma China provides an excellent procurement opportunity for international buyers and also creates broad space for Chinese enterprises to showcase themselves, attracting numerous excellent construction machinery enterprises at home and abroad.

“Even good wine fears a deep alley.” He Faliang, assistant to the president of Sany Heavy Industry and deputy general commander of the exhibition, once said, “Deep alley” causes “good wine” to take a relatively long time to spread, but at bauma China, Sany broke this pattern and found the best way to spread Sany's high-quality, international brand, allowing as many audiences as possible to recognize the Sany brand in the shortest time, thereby enabling Sany products to serve more people.

At the 2010 exhibition, Sany Heavy Industry signed contracts worth 3.8 billion yuan on site. XCMG Construction Machinery signed cooperation projects and procurement agreements with a total value of over 1 billion yuan during the exhibition. Xiamen Engineering excavators accumulated orders exceeding 500 million yuan during the exhibition, and the exhibition also provided many potential and intended customers.

From the small to the big. Finding markets for enterprises and building stages for enterprises is the unchanging purpose and demand of the bauma China organizers. The emergence of numerous new products is the best feedback and confirmation of bauma China's exhibition value proposition.

In relevant reports on previous exhibitions, it is not difficult to find such words: XCMG XGC28000 crawler crane officially debuted, raising domestic crawler cranes to the 2,000-ton class at one stroke and setting multiple records in the domestic industry, known as “China's No.1 Crane”; LiuGong exhibited China's first hybrid CLG862-HYBRID loader, known as “China's Loader Leader”; Volvo specially developed and produced a 20-ton excavator for Chinese customers, equipped with a high-performance, low-emission Volvo engine, meeting customers' needs for high productivity, fuel efficiency and optimal cost...
As the extension of the world's largest construction machinery exhibition in China, bauma China has become a stage for global construction machinery enterprises to compete. On this stage, numerous outstanding enterprises and excellent products gather, representing the most advanced productivity, carrying the historical mission of industry development, enhancing the degree of industrial civilization, and even changing the lives of each of us...

Official website: www.b-china.cn
Official Weibo: weibo.com/baumachina
WeChat public account: baumaChina Shanghai bauma Exhibition