The Cutting Edge — October 2003

Export Development

A principal Export Development Committee activity is organizing WMMA pavilions in 3-4 international trade fairs. This unique service allows members to exhibit in some of the best known trade fairs in the world while conserving costs, enhancing exposure and gaining support from fellow members and the WMMA staff. In 2004 the WMMA is organizing pavilions ranging in size from 100-200 sq. meters in the following events:

• WM Fair, Beijing, China (March 2-5)
• AMPIMM Fair, Mexico City, Mexico (June 23-26)
• Woodmex, Birmingham, UK (October 10-13)

Good location	Space discounts
Booth design/layout	Freight consolidation
Hotel packages	Translators

In addition, the WMMA will have its own booth at each fair in which it will be advertising members’ products and services. Members who want to share the booth can do so for $200. This entitles members to display literature, run product videos and/or work out of the booth. All participants will receive a summary of the event, a copy of the exhibition catalog and leads generated.

To see how the WMMA enhances exhibitors’ ability to attract visitors, click http://www.wmma.org/members/pavilion.cfm to view designs of WMMA pavilions in past overseas fairs.

The following is a summary of each event. To sign up for any of the following events click here.

WM Fair, Beijing, China, March 2-5
Location: China International Exhibition Center (CIEC), Beijing
Organizers: Adsale People, Inc.
Sponsors: State Forestry Administration; China National Furniture Association
Fair Size (2002): 30,500 sq. meters; 415 exhibitors; 40,000 visitors
Reasons for the WMMA decision to exhibit:

• China is too large and dynamic market to be ignored. Even though difficult to enter, there are opportunities for many members.
• The fair has been the largest in China, and Beijing continues to be an important commercial center drawing visitors from most areas of China.
• The WMMA Export Development Committee objective is to participate in one China fair each year and to alternate fairs between a fair in Beijing and Shanghai.

ExpoAMPIMM, Mexico City, Mexico, June 23-26
Location: Centro de Exposiciones Hipódromo de las Américas, a 2-year-old excellent exhibition facility approximately 20 minutes from downtown Mexico City.
Organizers: Empresas Collazo y Asociados
Sponsor: AMPIMM, the Mexico Association for the woodworking and furniture industry. The organization was created 2 years ago in response to increasing exhibition costs in Promueble, the traditional woodworking equipment, furniture and related items trade fair held each year in January in Mexico City. AMPIMM now has over 25 members including all of the large equipment, cutting tool, wood and engineered wood representatives.
Fair size: Between 6,000 - 7,000 sq. meters. They are expecting between 3,000 - 5,000 visitors.

Reasons for the WMMA decision to exhibit:

1. The fair is limited to equipment, cutting tools, accessories and supplies to the woodworking industry. This is in contrast to Promueble which also includes furniture, mattresses, home appliances (TV's, irons, etc.).
2. The WMMA organized a pavilion in the January 2002 fair with good results. Although the Mexican market is struggling, it is set to improve once the US economy shows steady signs of growth. One issue facing many Mexican producers is increasing labor costs. To remain competitive, local producers understand they will need to increase capital expenditures. This provides an excellent opportunity for WMMA members.
3. The fair exposes members to just about all Mexican dealers and major woodworkers in the Mexico City region.
4. AMPIMM and AFAMJAL, the organizers of the Tecno Mueble trade fair held in Guadalajara struck an agreement to sponsor fairs on alternate years and to cross market the events. ExpoAMPIMM will be the only relevant fair in the two largest woodworking areas of the country in 2004 with the likelihood that it will attract a decent amount of buyers from outside the Mexico City area. You can safely assume that those attending ExpoAMPIMM will be potential clients.
5. AMPIMM proved their fair organization skills in ExpoAMPIMM 2002. Organization: One of the main concerns of the WMMA was whether AMPIMM would be able to adequately market the event to exhibitors and potential visitors. The association has hired an exhibition organizer to handle marketing and, although support activities will be less than at Promueble, we are confident that the organizers will be able to reach the targeted audience WMMA members are seeking.
6. The fair will be held in an excellent facility about 20 minutes from the Mexico City commercial district.

• The fair is the largest in the UK
• The UK is one of the easiest markets to enter due to common language, customs and culture. They are generally open to purchasing US made machinery. For WMMA members beginning to export, the UK is one of the first markets they should attempt to enter.

For the International Trade Fair calendar, and other Export Development Committee activities, click here.