End-of-show report on Expo Mueblera (17–20 January 2018):
New tradeshow format a resounding success:
Hannover/Mexico City. This year’s Magna Expo Mueblera – consisting of two international flagship fairs, Magna Expo Mueblera Industrial and Magna Expo Mobiliario e Interiores – delivered top-notch results. The double-header event featured 210 exhibitors from around the world, including countries such as China, Germany, Italy, Canada, Spain, the USA and Austria. Together with their local Mexican counterparts, these companies showcased a stunning array of innovative products and solutions at Mexico City’s Centro Citibanamex convention and exhibition center. Magna Expo Mueblera 2018 attracted many visitors who came to see an extensive array of woodworking machinery, tools and equipment for custom and mass production, not to mention a wide range of fittings, accessories and materials. Also on show were the latest wood-based panel manufacturing and sawmilling solutions as well as a comprehensive range of office, bedroom and upholstered furniture plus furniture fabrics and accessories.
“This Magna Expo Mueblera was more international than ever,” commented Christian Pfeiffer, Deutsche Messe’s Global Director LIGNA and Woodworking Events. “The new tradeshow format proved to be a resounding success: The live demonstrations of processing machines and the supporting program comprising a Technology Park and conference were extremely well received by attendees. That the exhibitor lineup included many international market leaders such as Altendorf GmbH, Biesse Group, Felder Group, Leitz GmbH & Co. KG, SCM Group, Stiles Machinery Inc. and Michael Weinig AG/Holzher, also speaks volumes. And we were also very pleased to see three new national pavilions – from Germany, China and Sweden.”
Represented at the German Pavilion were Baumer Inspection GmbH, Dieffenbacher GmbH, Fagus-GreCon Greten GmbH und Co. KG, Hans Weber Maschinenfabrik GmbH, Heinrich Kuper GmbH & Co. KG, KWF GmbH, Pallmann Maschinenfabrik GmbH & Co. KG, Shanghai Wood-Based Panel Machinery Co. Ltd. (a Dieffenbacher Group company), Siempelkamp Maschinen- und Anlagenbau GmbH, TIGRA GmbH and Venjakob Maschinenbau GmbH & Co. KG. China’s contingent included Weihai Amazona Machinery and Hardware Co., Ltd., Shanghai Mingke Process Systems Co. Ltd., Shenzhen and Dehuai Technology CO. LTD, while Sweden was represented by Kinnarps, Flierby and Logosol.
Jürgen Köppel, the CEO of Leitz GmbH & Co. KG and President of the European Federation of Woodworking Machinery Manufacturers (EUMABOIS):
“As the CEO of a German tooling systems company and President of Eumabois I was delighted to witness Deutsche Messe’s success in applying the trade show expertise it has accumulated over many decades to further boost the appeal and level of professionalism of Magna Expo Mueblera. The clear allocation of exhibits among the two flagship shows, Magna Expo Mueblera Industrial and Magna Expo Mobiliario e Interiores, made it easy for the exhibiting companies to find the right place for their showcases and for visitors to navigate straight to the exhibits that were most relevant to them. I am confident that this highly professional international trade show and its supporting program of seminars on topical issues, such as the latest technology trends, will help bolster Mexico City’s standing as a trade fair location well beyond Mexico’s borders. There is no doubt that Mexico is an attractive market, and we at Eumabois are delighted that Deutsche Messe has succeeded in creating an excellent local platform for it.
Tomas Flores, Sales Manager of LOGOSAT AB, Sweden: “Magna Expo Mueblera is a great show to meet with potential customers and showcase the latest products and technologies. Definitely a show not to be missed if you want to sell in the Mexican market.”
Marco Pedronici, General Manager of SCM Group Mexico Sa de Cv.: “We had many visitors at our stand and did a lot of business. During the show alone, we closed US Dollars 300,000 in deals and we expect to close more than one million US Dollars in sales over the next three to four weeks.”
Marco Rojas, General Director, GIMATEC S.A. de C.V .: “We were there for the first time and brought our innovations to the fair. We have had a very good experience in presenting our products and our company to the Mexican audience. “
The visitors at this year’s fair were very diverse, ranging from self-employed joiners to executives from major furniture manufacturers. However, everyone agreed on the fair’s number one benefit: the high degree of international participation, thus making it easy to get a comprehensive overview of everything the international market has to offer.
One of the big highlights of the fair was the supporting conference program featuring high-caliber speakers and detailed coverage of hot topics such as the latest in CNC technology, and automation and current design trends in the furniture industry. Since many of the speakers came from outside Mexico, attendees learned about a wide range of new processes and solutions. They also learned how industry 4.0 technologies can give manufacturers access to new market opportunities and boost global competitiveness. Another issue that received extensive coverage was data and how it can be used to automate batch-size-one production.
The Technology Park also proved very popular with this year’s visitors. Leading companies, such as Sideco, Trimaq, Disma, Asia Robotica, Mahego, Metal World and Felder Group (FelPro), used the special display to showcase their latest technology solutions. The main focus this year was on the latest CNC machining centers and the diverse wood and plastics processing options they offer. Whether used for manufacturing or producing interior fittings or furniture, CNC technology introduces much-needed flexibility and efficiency into the production process, speeding up the most complex workflows without compromising quality. It also gives companies a route to business development that does not hinge on being big. And it provides a rapid roadmap to the capabilities needed to meet growing market demand for custom production. “The Technology Park is the ideal platform for showcasing the way state-of-the-art technology can help companies develop new business areas, boost their productivity and enhance their competitiveness,” said Christian Pfeiffer.
With its population of over 125 million and GDP of USD 1,046 billion, Mexico ranks as Latin America’s second largest economy and a member of the G20. Mexico also has 12 free trade agreements in place with 46 countries. Further adding to Mexico’s attractiveness as a market and business location are a range of business-friendly fiscal policy measures and a gradual improvement in the country’s foreign trade environment, both of which have served to reinstate trust in Mexico’s economy.
2018 marked the first year that Deutsche Messe (based in Germany) and its Mexican subsidiary Hanover Fairs México took sole charge of organizing Magna Expo Mueblera. This year also saw the implementation of a new approach for the show, namely as a double-header event with Magna Expo Mueblera Industrial (featuring machinery, applications, materials and accessories for timber and furniture production, and solutions for the forestry industry) on the one hand, and Expo Mobiliario e Interiores (featureing office, bedroom and upholstered furniture, household appliances and floor coverings) on the other. Among this year’s big visitor highlights at Expo Mobiliario e Interiores were displays staged by Encanto, Colchones Carreiro, Spring Air, von Haucke, Colchones Restonic, Colchones America, Woods Muebles, Sayma and Salas Casvil. Office furniture was the big winner of Magna Expo Mueblera in 2018, with a much wider range and higher quality of products on show.
Benjamín Oñate, Sales Manager of JAFHER S.A. de C.V., Mexico: “The Magna Expo Mobiliario e Interiores was a great trade fair for us with many project opportunities and more than 200 visitors a day at our stand. We sold most of the furniture we brought to the show. We also expect good follow-up business.”
The next Magna Expo Mueblera will be held in Mexico City from 16 to 18 January 2019.
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