Reed Exhibitions Shines in China's Second Tier Cities

BEIJING, Sept. 27, 2012 /PRNewswire/ -- So far in 2012, Reed Exhibitions Greater China's expansion efforts have been marked by strong results in second tier cities like Chengdu, Dongguan, Hefei and Zhengzhou. Through successful editions of NEPCON West China, INTERPHEX China, API (the China International Pharmaceutical Ingredients Fair), SinoCorrugated, SinoFolding Carton and China (Chengdu) Gifts Fair, Reed has solidified a high profile presence across a number of the country's fastest emerging markets.

Hefei and Zhengzhou, among the country's fastest growing metropolises, are respective hosts of Reed's pharmaceutical and automotive industry events. Dongguan is the base for its unique converting industry events. Chengdu, the local business hub set to undergo the most rapid growth in the next decade, is where Reed has organized NEPCON West China, part of the high profile brand of electronics manufacturing industry events and China (Chengdu) Gifts Fair.  With this diversity of location, Reed has a firm foothold in the key regional markets for many of China's fastest growing industries. 

"For NEPCON West China, we wanted to combine staunch government endorsement with a powerfully productive trade exhibition that showcased advanced equipment and multinational participants.  That was achieved this year across a record show area," said Preecha S. Chen, President of Reed Exhibitions Greater China, in response to the growth recorded at the 2012 edition of the event. The visitor tally was 110% higher than in 2011, and the highest ever for NEPCON West China. 

While on-site at the exhibition, Ge Honglin, Mayor of Chengdu, explained, "Chengdu has worked hard to expedite the improvement of its facilities to world-class level.  We want to provide a full range of high quality services for exhibitions like NEPCON West China and are pleased to work with a partner like Reed Exhibitions, whose activities attract investment and create opportunities across the city."

Like Chengdu, Hefei is accelerating the construction of its infrastructure to capitalize on the boom in international and specialized exhibitions.  This eastern city, which has registered double-digit GDP growth for the last seven consecutive years, hosted the Spring 2012 editions of INTERPHEX China and API China.  The shows were produced by Reed Sinopharm, a subsidiary of Reed Exhibitions Greater China. Both API China and INTERPHEX China provide a comprehensive forum for the supplier and buyer side of local pharmaceutical manufacturing.

Another commercial and manufacturing hub in which Reed China thrives is the South China city of Dongguan which hosts SinoFoldingCarton and SinoCorrugated South converting events every two years. Dongguan is one of only two non-provincial capital cities, out of over 20 second-tier cities and it is experiencing a sustained surge in growth, thanks to high levels of investment.

"What sets Reed apart from others entering China's second and third tier cities regional markets is that we have the local knowledge and global leverage to do so in a way that achieves immediate and sustainable growth.  Our strategic alliances - joint ventures with regional exhibition organizers, key government agencies or highly respected trade associations - allow us to leverage our Sales & Marketing expertise.  Raising the profile of existing events or launching new trade fairs in fresh markets is something you can only achieve if your partners have extensive local experience and in-depth knowledge of regional market trends. Ours do.  We aim to attract a consistently greater number of high quality participants.  This is not something that can easily be duplicated - if at all," noted Mr. Chen.

Already this year, Reed has confirmed two new joint ventures.  The first is Reed Huabai: a partnership between Reed Huabo Exhibitions, part of Reed China, and CCAGM Exhibition (Beijing) Holdings. The second, Reed Hongda Exhibitions, sees Reed take over the China International Automotive Aftermarket Expo & China Auto Accessories Trade Fair (CIAAF) and brings the company's portfolio to a total of 58 major events. 

With the acquisition of the CIAAF, Reed intensifies its presence in another of China's fast-growing second tier cities: Zhengzhou.  The Henan provincial capital is making great infrastructural and economic leaps by building a new central business district and fueling the finance and commerce sectors.  This, in turn, is growing the consumer base and expanding demand for MICE events.

"Our goals, and those of our exhibitors are one in the same," explained Mr. Chen.  "We want to deliver the best, most profitable show experience for every participant.   At each event, our skilled, experienced show teams work closely with exhibitors to create solutions suited to individual requirements.  Often, that means integrating multiple marketing communication tools into a single program to achieve maximum impact at minimal cost.  Our promotion offerings include exhibitions, road shows and online marketing, as well as pre-show, in-show and post-show publications.  The synergies achieved by combining these are how exhibitors get the most out of their marketing dollars."

As the company heads into the final quarter of 2012, the plan remains for Reed to harness the capabilities of its existing strengths in order to create a win-win model with new joint ventures, across a wider number of Chinese locations.  Reed's trade events will continue to be designed according to the capabilities and requirements of China's fastest emerging regions and industries.  A number of mergers, acquisitions and independent show launches remain under consideration for 2013.

Contact:

Eva Pang
Tel: +86-21-2231-7078
Email: eva.pang@reedexpo.com.cn