Closing Report CBB: Co-organizer of drinktec gives a strong boost to China Brew & China Beverage

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On September 22, 2012 CBB came to a close after four days. According to the organizer, Beijing Zhongqing Heli Machinery Equipment Co., the event attracted a total of 51,428 participants from 74 countries and regions. This 10th edition of the show was held for the first time in the new exhibition center near Beijing Airport. This is the first year that the drinktec team, together with MMI Shanghai, Messe M?nchen?s subsidiary in China, has acted as a co-organizer, with responsibility for the international exhibitors. These exhibitors took up 15,450 m? of space in halls E1 and E2. Among the 269 exhibitors from outside China were many well-known names from drinktec, among them Krones, KHS, Heuft, Kieselmann, GEA, Sidel, Sacmi Pall, Pentair, Sipa and Ziemann / Holvrieka.

CBB?s reputation grew once again with the 2012 event, a fact clearly reflected in the visitor survey initiated by MMI Shanghai. Of the 424 visitors surveyed, almost all of them, close on 100%, said they would recommend CBB to business partners. 97% said that the next edition of CBB, in two years’ time, is now a firm date in their diaries; 95% rated the 2012 event as “good to excellent”.

As such CBB is right on track to becoming the Number 1 trade show for the beverage and liquid food industry for the East Asian market. Wang Xin General Manager, Beijing Zhongqing Heli Machinery Equipment Co. Ltd, praised the intercultural interplay between the participating organizers from China and Germany: “CBB 2012 is a great success. We had plenty of positive feedback from the trade visitors and also from the Chinese and international exhibitors. This success is the outcome of the cooperation between the China National United Equipment Group Corp. and the Beijing Zhongqing Heli International Exhibition Co. Ltd on the one hand and Messe M?nchen and its subsidiary MMI Shanghai on the other. I would like to convey my thanks for the support from the industry and from our friends and colleagues and for the hard work that the entire CBB team has put in.”

Dr. Reinhard Pfeiffer, Managing Director of Messe M?nchen International, sees CBB 2012 as the start of a long-term strategic cooperation. “This CBB has laid the foundation stone for a Munich-Beijing axis. Every four years, drinktec in Munich brings together the entire beverage and liquid food industry from the whole world, while CBB serves the most important market in Asia over a two-year cycle. This grouping strengthens the two trade fair organizations but above all it offers benefits to our customers, the exhibitors and the visitors. Our common aim is to continue to reinforce and extend this axis. The contract with our Chinese partners runs until 2024. This gives us plenty of time yet and a lot of scope for further growth.”

Despite all the cultural differences and reservations, the organizers from Germany and China have never lost sight of their aim, according to Petra Westphal, Exhibition Group Director at Messe M?nchen with responsibility for drinktec. She says: “In just twelve months two cultures and two trade fair organizers have grown together and have achieved something tremendous. This can only happen if all concerned pull together, are ready to compromise and respect one another. CBB 2012 is a model of successful cultural collaboration.”

Volker Kronseder, Chairman of the Board of Krones AG and President of the drinktec Advisory Board, and as such a representative of the exhibiting industry, also praised the collaboration between drinktec and CBB: “This sets the standard for our sector, especially in such an important market as China. It is important for the international exhibitors that the cooperation with drinktec assures a certain level of quality, including as regards service and infrastructure. In this respect there have already been noticeable improvements at CBB 2012.”

In the view of Richard Clemens, Managing Director of the Food and Packaging Machinery Manufacturers Association (Fachverband Nahrungsmittelmaschinen und Verpackungsmaschinen) affiliated to the VDMA (Germany’s Engineering Federation), CBB has continued its record of success by moving to the new exhibition center, the NCIEC, and has set new standards. “By cooperating with Messe M?nchen, CBB now has a strong partner on its side for further internationalization and professionalization. It has established itself as the most important platform for China and is right on track to become the Number 1 sector hub for Southeast Asia.’

In August 2011 Messe M?nchen GmbH (MMG), as the organizer of drinktec, and its Chinese subsidiary MMI Shanghai, signed a treaty of cooperation with the Beijing Zhongqing Heli International Exhibition Corporation (BZHC), as the organizer, and China National United Equipment Group Corporation (CNUE), as the license-holder of CBB. Since then, drinktec has been a co-organizer of CBB. The drinktec team is the contact and contractual partner for all the international, i.e. non-Chinese exhibitors at CBB. The area of responsibility comprises the acquisition of these exhibitors and giving them advice and support before and during CBB (see also the drinktec press release no. 7).

Further information on CBB:

Further information on drinktec:

Contact China Brew & China Beverage (CBB)
Vicky Su
Project Manager
Tel: (86 10) 66085371/ 66017874
Fax: (86 10) 66018904

Contact MMI Shanghai
Ryan Loh
Tel. (+86 21) 2020 5500
Fax (+86 21) 2020 5666

Contact drinktec, Messe M?nchen
Messe M?nchen GmbH
drinktec Press Office
Johannes Manger and Benjamin B?ttner
Tel. (+49 89) 949-21482
Fax (+49 89) 949-20689