Messe Frankfurt Hong Kong to pedal hard for Chinese traders in the global cycling market

China, long known as a kingdom of bicycles, is today a global leader in the export of two wheelers and it is no surprise that German trade fair Eurobike, which made its debut in 1991, is targeting the Chinese market with some renewed vigour.

As organisers Messe Frankfurt (HK) Ltd prepare for another record-breaking edition of the show in Frankfurt in June, they are keen to bring in more Chinese manufacturing expertise and the organiser’s Asia headquarters, situated in China since 1994, is stepping up as exclusive sales agent for Eurobike in China, effective from the 2023 edition onwards.

Beginning in 2021, Messe Frankfurt joined forces with Messe Friedrichshafen as a co-organiser of Eurobike, forming a new joint venture company fairnamic GmbH. The fair has since relocated to a new home in Frankfurt and attracted a record 1,500 exhibitors from 57 countries and regions last year. The 2023 edition, taking place 21–25 June, is set to be another sell out with exhibition space rising to 150,000sqm to accommodate continued growth.

Wendy Wen, managing director, Messe Frankfurt (HK) Ltd says: “While Chinese suppliers are already a popular attraction at Eurobike, we know that we can raise the bar even further. With our network of sales offices in China, we bring a vast amount of experience in building bridges for Chinese companies to attend trade fairs overseas. We have been doing this for almost 30 years across industries as diverse as consumer goods, the textile business, event and entertainment technologies, building technologies, mobility and logistics and more.”

Wen continues: “Above all else, we look forward to promoting Eurobike’s sustainable and green outlook to Chinese exhibitors while also encouraging more Chinese buyer delegations to source from European and global brands at the fair. In this respect, the growth of Eurobike since its move to the Frankfurt exhibition grounds gives us huge confidence. This is a venue that Chinese participants are familiar with from Messe Frankfurt’s other globally renowned trade fairs such as Ambiente and Automechanika to name just two.”

Chinese manufacturers bring a significant amount of know-how when it comes to green technology and e-bikes. As local authorities in China aim to reduce air pollution, cycling and digital technology such as bike sharing apps have become ubiquitous in cities such as Beijing. Although the industry is encountering challenges such as rising material costs, cycling (including e-bike) is widely recognised as an important means to achieving China’s green goals. Moving in this same direction, with its 477,456 km of mapped bike paths and around 6,890 cycling routes, Frankfurt is emerging as a growing cycling hub in Europe.


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