In a move that Messe Essen has described as “trailblazing”, yet may be interpreted by some as a back down in the face of new competitor trade show The Tire Cologne, from 2018 onward the Reifen exhibition will no longer be held in its traditional mid-year time slot or in the German city of Essen. Instead of going head-to-head with The Tire Cologne in the week of 29 May to 1 June 2018, Reifen has been rescheduled to take place alongside Automechanika in Frankfurt from 11 to 15 September.
Messe Essen and the China United Rubber Corporation (CURC) have completed their review of December’s Reifen China show, saying that the show, in conjunction with RubberTech China, continued its upward trajectory in visitor numbers. Messe Essen says that “around 17,500 visitors” gathered at the Shanghai New International Expo Centre between 3 and 5 December 2014, an increase of over 15 per cent year-on-year.
The eighth annual “Asian Essen”, Reifen China took place at the Shanghai New International Expo Centre in the first week of December, with some of the Chinese tyre industry’s major players rubbing shoulders for the last time in 2014. The European side of the Sino-German partnership behind the annual show, Messe Essen stated that it expected the presence of around 120 exhibitors in hall W1 and 15,000 trade visitors. This latter figure, unconfirmed at the time of writing, takes into account the other three-quarters of the twin exhibition; RubberTech China 2014 and the International Exhibition on Rubber & Elastomer, led by the China United Rubber Corporation, comprised around 500 exhibitors across another three halls (W2-4). Messe Essen CEO, Oliver P Kuhrt stressed the importance of the ‘Reifen’ brand’s presence in China, stating in his introduction to the show that it “stands for the success of a fair made in Essen extending across borders”. With about two thirds of the exhibitors at May’s Reifen 2014 visiting Essen from outside Germany, Messe Essen also noted the importance of Reifen China in recruiting Asian participants, whose attention the exhibition organiser has drawn in Shanghai.
Messe Essen and Messe Frankfurt have announced a “far-reaching strategic partnership”, aimed at strengthening the Reifen and Automechanika trade fairs. The partners expressed a joint desire to exploit “synergetic effects in sales and marketing across borders,” the most obvious of which will be package solutions for exhibitors.