German fair promotes Asean’s access to European market

Among 4,454 exhibitors from 96 nations around the world, a total of 227 companies from nine Asean countries showcased at the event, joining a large number of Asian firms led by China and India. 
This year, Thailand stood third in the list of Asean exhibitors with the presence of 47 firms, after Indonesia (67) and Vietnam (61). Myanmar and Brunei also made a presence again, while Laos is yet to debut at the event. 
Stephan Kurzawski, senior vice president of Messe Frankfurt Exhibition GmbH, which organises the fair annually, said on Monday evening in an exclusive interview that Asia was really pivotal from the European perspective, and Asean had been stronger for the past few years. 
“We are looking closely at the Asian market because we know how important this market is. In the past, China and the rest of Asia came here as manufacturers and exhibitors. Now it is interesting that they are coming as buyers,” he said.
“So people from Asia are not only from the exhibitor side but also they are getting stronger and stronger in the visitor side. That means these markets are developing.” 
Kurzawski said he was pretty impressed by the long-standing presence of China as the second largest exhibitor country at Ambiente, standing ahead of the United States, the United Kingdom and other European countries. 
He considers inspiration, innovation and education the three keys to sustainable growth of Asian firms. He urged them to build inspiration first, followed by innovation and education. 
“In these three categories, we work together with our sales partners around the world. They select exhibitors who could fit into our show, depending on their quality, design, and readiness for export. 
“Here in Frankfurt, you are doing business with the whole world. For that, exhibitors need to ensure that they are ready to export a large number of their products, once they receive buyers’ offers,” he said.
He urged Asian businesses to prepare well before their presence at the event so that they can avoid wasting money. He said innovation and quality were vital, as European businesses are looking for something new. Businesses should manufacture products that fit into the European market, while it is also important to make comparisons and learn from others. 

Myanmar returns
Kurzawski said more than 80 per cent of the exhibitors usually return to the event every year. Bella Interiors, a Myanmar firm that produces and exports a spectrum of crafted rattan furniture and accessories to the international community, is one of them. 
Stellabeth Swezin Le, business development director of Bella Interiors, said the improved performance the company experienced after its debut at Ambiente last year motivated her to come again.
“We luckily had a chance to showcase at Ambiente last year, and gained a lot of international buyers’ interest. Among them, some have already become our long-term customers, some are on the verge of signing contracts with us, and others have shown sincere interest in our products. As we focus a lot on marketing and branding, we do not want to miss such a great opportunity to be here,” she said.
Swezin said the company now actively communicated with around 20 per cent of the buyers who visited its booth last year. This year, it has received inquiries from hundreds of buyers, and expects around 30 potential clients from the event. 
She said Myanmar’s natural rattan artefacts, mainly baskets and trays, had aroused the interest of big companies from the US, the UK, France, Germany and other European countries. Its major clients include Korean, British, US and Australian buyers, while firms from Asean countries particularly Thailand and Vietnam are its main rivals in the European market. Despite potential competition, the firm expects around 20-per-cent annual growth. 
Kurzawski also expects annual growth in the number of Myanmar exhibitors. He expects to welcome about 10 companies from the nation over the next few years. He believes in the future of Myanmar as he does in that of Asean. This leads Messe Frankfurt Exhibition to have locally owned Su Shwe Nadi Co as its sole representative for Myanmar.
“When we have the feeling that there is potential in a market, we send our people there. We get information from them about who is doing well. We have been operating in Myanmar through our partner [for] two and a half years. We are in close contact with our partner, ” he said.
Thet Su Hlaing, managing director of Su Shwe Nadi Co, said Myanmar had a lot of potential for market expansion to Europe, particularly in home decoration, textiles and gift items. She urged Myanmar companies to change their mindsets, be united, and work together for a common goal. 
“We encourage them to showcase at international fairs like Ambiente to promote branding and consumer awareness. What you need is nothing but self-confidence,” she said.
About 150,000 buyers from more than 150 countries were estimated to have attended the event this year, maintaining its annual growth.