Hannover Milano Fairs’ localized edge: why German SMEs exhibit with German Pavilion in China
Hannover Milano Fairs (HMF), a China-based joint venture established by Deutsche Messe AG and Fiera Milano S.p.A., has been deeply rooted in the Chinese market for the past 40 years. With a headquarter in Shanghai, it operates three branches in Beijing, Guangzhou and Jinan as well as three joint ventures in Guangzhou, Shenzhen and Shanghai.
HMF is a close strategic partner of AHK Greater China Fair Solutions. The Fair Solutions is grounded in advanced industries and promotes bilateral trade and investment between Germany and China with rich resources and professional services, serving as a vital bridge for industry collaboration and knowledge exchange.
HMF hosts nearly 30 trade shows in China annually, including the well-known flagship events such as PTC ASIA, CeMAT ASIA, Industrial Automation Show (IAS), Metalworking and CNC Machine Tool Show (MWCS), and Chengdu Motor Show (CDMS).
Gary Liu, Managing Director of Hannover Milano Fairs China Ltd.:
The partnership with AHK Greater China is a key part of our strategy to promote Sino-German business cooperation. As the official representative of German industry in China, AHK Greater China offers a vast enterprise network and valuable market insights. Working closely with AHK Greater China has not only enhanced the internationalization of our platforms but also enabled more precise, efficient business matchmaking and market access for our exhibitors. We highly value this cooperation and look forward to further deepening it to deliver meaningful opportunities for both German and Chinese companies.
Deutsche Messe, founded in 1947, has over 75 years of experience in organizing trade fairs and operates one of the most advanced exhibition venues in the world—Messegelände Hannover (Hannover Exhibition Center), with a net display area of 466,100 square meters. Fiera Milano is also one of the world’s largest exhibition organizers, renowned for its expertise in consumer goods, design, and lifestyle sectors. The two parent companies complement each other and bring international vision and industry diversity to the joint venture.
Finding the anchor in the dynamic Chinese market
China is one of the most dynamic markets in the world, with strong industrial foundation and complete supply chain system. The implementation of China's dual circulation strategy also creates new opportunities for global industrial exchange.
As an international platform, HMF not only introduce advanced technologies into China but also help Chinese enterprises expand internationally. The key lies in the deep localization, integration of global resources, and cross-cultural, cross-industry coordination.
HMF places significant importance on building strong local teams and working closely with industry associations. It also implements region-specific strategies, tailoring each trade show to the unique industrial development priorities of different cities. This ensures the relevance and adaptability of the exhibitions. At the same time, HMF leverages its global network to introduce premium international content, enhancing the platform’s global appeal.
“Strategic collaboration with partners like AHK allows us to stay close to the real needs of German companies in China, helping them navigate the market more confidently. This combination of global vision and local execution is the foundation of our long-term success and the trust we’ve earned from our partners,” said Gary Liu.
HMF’s partnership with AHK Greater China is a highly synergistic strategic alliance, not merely a single project-based collaboration. It is built on a foundation of mutual trust, complementary strengths, and a shared vision, a “value co-creation” model where 1+1>2.
“Your organization possesses a deep understanding of the needs and policy trends affecting German companies in China, while we have core advantages in organizing international exhibitions, building industry platforms, and fostering ecosystems. Throughout our collaboration, both sides have demonstrated a high degree of agility to rapidly respond to market changes, flexibly co-creating and pushing each project to implementation with quantifiable results,” noted Gary Liu.
For the short term, HMF’s collaboration with AHK Greater China is focused on creating more valuable and customized platforms for German companies to engage in, covering key areas such as business matchmaking, technology showcases, and policy interpretation. Through exhibitions and related events, it aims to help German companies in China become more "visible, accessible, and well-matched."
HMF is committed to expanding its collaboration with AHK through broader and deeper initiatives, with a focus on high-impact projects. Gary Liu highlighted particularly the enthusiasm for the forthcoming China International Emergency Management Exhibition (CIEME), developed in partnership with INTERSCHUTZ. This platform will strategically align Germany’s leadership in emergency management, fire safety, and industrial security technologies with China’s “Manufacturing Powerhouse” agenda, fostering cross-border innovation and resilience.
Furthermore, HMF hopes to partner with AHK at CeMAT ASIA to further develop the "German Smart Logistics and Automation Theme Zone," creating a more immersive and interactive model for Sino-German industrial collaboration that integrates multi-dimensional content, exhibition displays, thought leadership forums, and two-way talent exchange.
As for the long-term mission, more strategic: both parties hope to establish an institutionalized cooperation mechanism to jointly build a platform for Sino-German industrial dialogue, promote the alignment of bilateral standards, and foster a sustainable and reliable business ecosystem.
Why exhibit with the German Pavilion?
Exhibiting through German Pavilion offers small and medium-sized enterprises (SMEs) distinct advantages over individual participation, leveraging collective resources, credibility, and strategic support to enhance market penetration and operational efficiency.
- Cost efficiency with professional support: The German Pavilion provides end-to-end logistical and operational support, including booth design, visa coordination, and technical expertise, enabling SMEs to reduce costs while ensuring professional execution. This streamlined approach eliminates the need for fragmented third-party services, allowing businesses to focus resources on core objectives.
- Access to publicity and exposure: Strategically positioned in high-traffic exhibition zones, the German Pavilion attract concentrated visitor engagement. Coupled with professionally orchestrated promotional campaigns—including digital outreach, media partnerships, and on-site branding, SMEs benefit from amplified visibility, ensuring their innovations and services capture targeted industry attention.
- Enhanced visibility and credibility: “Made in Germany” brand is synonymous with quality and innovation, elevates SMEs’ market positioning. By joining the German Pavilion, exhibitors gain a unified, high-impact presence that captures the interest of international buyers, investors, and media, reinforcing their credibility in competitive markets.
- Networking and partnership opportunities: The German Pavilion operates as a strategic nexus for B2B and B2G engagement, connecting SMEs with industry leaders, policymakers, and potential partners through curated events, forums, and matchmaking sessions. Participants gain platforms to exchange market insights, explore collaborations, and pool resources, while direct access to visiting buyers and industry buyers opens new channels for sustainable partnerships.
If participating individually, SMEs may find it difficult to reap these advantages of exhibition groups due to their low visibility and limited information channels.
Beyond the booths: The 5-Step engagement model
In addition, the German Pavilion systematically turns “booth visits” into high-level relationships with large corporations during a trade fair. The core is to place German SMEs and hidden champions on the same stage for dialogue with large enterprises by employing a combination of official endorsement, precise matching, and diverse scenarios:
- Official invitation – get the C-Suite on the guest list.
The German Pavilion strategically invites Fortune 500 companies and/or Chinese industry leaders to its opening ceremonies and VIP tours, positioning SMEs alongside high-profile enterprises. A dedicated “German Pavilion Stage” hosts technology roadshows by corporate giants, with nearby SME booths benefiting from spillover foot traffic, creating a “halo effect” that elevates visibility and credibility. - Pre-matched B2B slots – 20 minutes that replace six months of cold-calling.
Leveraging big data and manual vetting, the German Pavilion pre-screens and pairs SMEs with procurement heads and technical leads from target companies. Pre-scheduled 20-minute meetings during the event replace months of outreach, while on-site coordinators redirect impromptu buyer inquiries to relevant exhibitors, ensuring no opportunity is missed. - Co-storytelling on stage – let the SME ride the flagship brand spotlight.
The German Pavilion can host various events concurrently with the exhibition, post-event closed-door roundtables facilitate deeper discussions, often culminating in letters of intent (LOIs). - Soft-contact zones – continue the conversation after the buzzer.
VIP lounges, themed dinners, and casual socials (maybe with German beer) foster organic dialogue between SMEs and corporate decision-makers. These low-pressure settings break down formal barriers, turning brief encounters into relationships. - 90-day follow-through – the pavilion keeps working when the lights go off.
Post-event, the German Pavilion arranges factory tours, technical deep-dives, and contract negotiations at corporate HQs, transforming trade show leads into signed deals. This closed-loop” system ensures SMEs convert initial interest into tangible outcomes.
