BAU NEWS March 2012 The future of building
BAU attracts more and more exhibitors from around the world
Contents In this newsletter, all the latest on: BAU’s networks Sales markets survey New theme-based orientation The team putting together BAU’s presentation at Green Building China (l. to r.): Shuqing Zhang, Director MMI Shanghai Co.; Mareile Kästner, Deputy Exhibition Director BAU; Mirko Arend, Exhibition Director BAU; Daben Mao, Managing Director, MMI Shanghai Co., Ltd.
Essentially building is a national and regional business, but in this sector, too, globalization is advancing apace. BAU is reflecting this development. Of the exhibition space available at the fair, almost one third is already taken up by demand from companies from outside Germany—that’s a rise of 17 percent on the last BAU trade fair. These facts are also part of the reason why Mirko Arend and Mareile Kästner—BAU’s Exhibition Director and Deputy Exhibition Director—traveled to Shanghai in February this year (see photo above). Because BAU, already a sought-after brand in Europe, is now also well on its way to becoming a global brand, above all in the surging economies of the Far East. Take China, for example: To raise BAU’s profile in the People’s Republic, we have entered into a marketing cooperation with VNU China, the organizer of Green Building China. BAU will be putting on a presentation there between March 27 and 29. BAU mirrors the market. Our exhibitors, too, are increasingly involved in international business, they are vigorously exploring new markets or at least have plans to do so. This was one of the findings in a representative survey we conducted of exhibitors at BAU 2011. It revealed that around one in three of the exhibitors surveyed was already active in Asia. The survey also showed clearly that for German exhibitors, their core business remains in the German-speaking regions. For more on this, go to page 3.
We, the team at BAU, also know where our roots are, true to BAU’s motto of “At home in Germany, leading in Europe, the benchmark worldwide.” Even though the number of visitors from abroad keeps setting new records (60,000 at the last event!), we are well aware that three-quarters of our visitors still come from Germany. And for us this means: yes, push ahead strongly on the global front, but continue to build up the domestic market. On the subject of visitors: Our visitor campaign is now getting under way and by summer it will be in top gear. We are paying particular attention this time to careful targeting of the different groups according to their needs, be they planners, designers and architects or building material suppliers, tradesmen or property agents. So, we have come up with a theme-oriented visitorguidance system at the fair, to help them find what they are looking for. For more on this turn to page 4.
Viewpoint: Eva-Maria Jäger Skilled trades fill the halls at BAU Training for World Skills Key theme: Urban development academy BAU
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20th anniversary of BAU five decades of success
We have now more or less completed drawing up the hall layouts, the exhibitors have received their placement offers, now we are at the finetuning stage. To find out what’s in store for you, and who is helping us put it all together, read on in this edition of BAU News. We hope you enjoy the read Your BAU Team
BAU NEWS is published by Messe München GmbH, BAU 2013 Exhibition Team