In the presence of numerous prominent Russian politicians and businesspeople Messe Düsseldorf celebrated its 50-year presence on the Russian market yesterday (Wednesday). In 1963 it was the first foreign trade fair company to venture behind the Iron Curtain thereby opening up a new market for its customers. Since 1979 Messe Düsseldorf has been represented with its own office in Moscow and in 2002 its subsidiary Messe Düsseldorf Moscow was founded.
"Organising trade fairs in the then Soviet Union was quite an adventure," remembers Werner M. Dornscheidt, CEO & President of Messe Düsseldorf GmbH. "I have been involved there since 1977 and have experienced quite a few things." In the early days when the Cold War was still waging between the super powers, we were tasked with overcoming bureaucratic and political obstacles. "Obtaining the approval for the Düsseldorf office in "as few as" three months was considered sensationally quick back in 1979," Dornscheidt reports. And yet the pioneering work has paid off for both sides, he feels. Today, Messe Düsseldorf is well-established on the Russian market and among one of the country's leading trade fair operators from abroad: "From guest and representation status to the leading foreign trade fair provider – this describes the path our commitment has taken in Russia," remarks Dornscheidt.
In 1963 Messe Düsseldorf started its activities in Russia upon invitation of the USSR's Chamber of Trade and Industry with the organisation of the official German participation in the International Chemistry Exhibition. This was followed by trade fairs on the topics of packaging machines and machine tools as well as plastics. By now the portfolio in Russia includes 18 of its own events and participations. The classic capital goods themes covered by Messe Düsseldorf, which are market leaders in their respective industries – such as for packaging and plastic machinery (UPAKOVKA and interplastica) – were joined by other themes as the market changed after the fall of the Iron Curtain. As private consumption in Russia rose, a strong fashion market emerged. Accordingly, Collections Première Moscow (CPM) has developed into Eastern Europe's most important fashion trade fair. Another aspect is the sector-specific development in individual regions. The mining trade fair UGOL ROSII & MINING in Novokuznetsk, for example, responds to the backlog demand for efficient and safe mining technology in Russia and has undergone a very successful development.
In the trade fair bosses' assessment there are three "enablers" for such long and successful activity. The Düsseldorf company has cooperated with competent local partners, always done so on an equal footing and offered exhibition themes that corresponded to its core competencies and which were required on the market, i.e. also demanded by customers.
"We are very satisfied with the development our business in Russia is taking," explains Dornscheidt and adds that he sees good opportunities for development on the Russian trade fair market for his company, especially in the field of capital goods. Last year saw Messe Düsseldorf GmbH organise 36 contract events as well as 21 of its own events and participations abroad. The overwhelming proportion of these were held in Russia, followed by India and China. The Group generated Euro 114.7 million abroad with Russia being the most relevant market.
In 2013 the Russian economy is expected to grow by 1.8%. Especially in times of weaker development the importance of trade fairs as a marketing tool rises, say those in Düsseldorf. The industry's great need for modernisation continues to provide business opportunities and the significance of energy efficiency is rising. There is also a need for modernisation in the health care sector. Major projects such as the Olympic and Paralympic Winter Games in Sochi 2014 – where Messe Düsseldorf will organise and operate the German Houses again – and the 2016 World Cup are strong drivers. Messe Düsseldorf responds to the stronger promotion of the regions by the Russian Government by expanding its trade fair activities also beyond the borders of Moscow. Last year, says Werner M. Dornscheidt, a cooperation agreement was concluded with the St. Petersburg ZAO ExpoForum on the development of a first joint medical trade fair, the MEDIZ SPB from 16 to 18 October 2013. With this move the company extends its World of MEDICA family of products. In the economic and political centre of the country, Moscow, Messe Düsseldorf is further expanding collaboration with its longstanding partner EXPOCENTRE and extended and prolonged the joint cooperation agreement in June this year.
Above and beyond the trade fair business proper, the Düsseldorf trade fair company has – together with the city of Düsseldorf and the CIC as part of the town-twinning between Düsseldorf-Moscow – established the Russia Competence Centre in Düsseldorf thereby contributing to the strengthening of the economic contacts of the respective countries.
