HANNOVER INDUSTRIAL FAIR OFFERED GOOD PLATFORM FOR M'SIAN FIRMS

By Manik Mehta

HANNOVER, April 11 (Bernama) -- The just-concluded five-day Hannover
Industrial Fair provided a good platform for Malaysian industrial and
engineering companies keen to launch their products or make a foray into the
world market.

As the world's largest and most important industrial exhibition, the fair
becomes a meeting ground for buyers and sellers from around the world for
hi-tech and all kinds of industrial products.

The fair also serves as a platform for high-profile discussions on "burning
issues" of concern and interest to the industry like the energy theme which is
currently occupying all sections of the political spectrum not only in Germany
but also in many other Western countries following the atomic reactor disaster
in Japan.

For many of the 16 Malaysian exhibitors, some of whom were in Hannover for
the first time, the show offered a unique window of opportunities, but it also
made them aware that they needed to beef up their marketing efforts.

Penang-based R.C. Precision Engineering Sdn Bhd, involved in fabrication and
design development, managing director C. Ravichandran said he visited a number
of exhibiting companies, which he had identified as a potential customer.

He spoke to the managers and some of them reciprocated to his initiative and
came to see him later at his booth.

"I have received business enquiries for outsourcing from German, Finnish and
Dutch companies for machines. Our strategy has been to not only provide our
services but we also look after a customer's intellectual property rights in a
number of Asian countries.

"Many Western companies are hesitant to entrust sub-contracting business to
Asians because they fear their intellectual property rights could be infringed.

"We provide them protection. Indeed, I have received enquiries from other
exhibitors at the show, and I am sure these enquiries have the potential to
translate into tangible business," said Ravichandran.

C.K. Choy, sales manager of NTA Machining (M) Sdn Bhd, of Penang, was making
a pitch for his products, which include high precision parts the company
produces in collaboration with Nagano-based Japanese firm, Nihon Seiki Kogyo Co
Ltd.

Upbeat about his participation in the show, Choy said he also visited other
exhibitors. "The response has been good and I hope it will lead to business in
the end. I received representatives of German companies," he said, adding that
he would like to come again to Hannover next year.

Even Malaysian exhibitors, who wished that they had more buyers at the
show, acknowledged that coming here can be a learning experience for their
business.

"Of course, you come here to sell, but you can also learn a few lessons
here. You can see how other companies present their products, how they
strategise their sales and marketing pitch, and even get an indication of the
direction in which the business wind is blowing," said K. Ananda Swami, a
Malaysian businessman, who is involved in machining and stamping business.

He regularly visits the Hannover show though he does not exhibit any
products to save costs.

Top executives of the Deutsche Messe AG, which hosts the Hannover Industrial
Fair, told a packed press conference at the conclusion of the show that the
event had indeed met and even surpassed the "high expectations" of the
exhibitors.

Deitmar Harting, who heads the exhibitors' committee, said industry
associations for machine building and electrical engineering reported an
"extremely optimistic mood", saying this was "one of the most successful trade
fairs".

According to the organising agency, the number of visitors swelled to
230,000, a 15 per cent increase over the figures of two years ago.

The number of foreign visitors jumped to 60,000, one-third more than in
2009. These visitors were particularly popular with the exhibitors: the fact
that they had covered long distances to come to the show indicated that they
were earnest about placing orders.

The show also underlined the growing significance of the "industrial green
technology" which will be a new platform to be added to the show.

France, a "partner country" in this year's event, hogged the limelight.
French exhibitors said they were "very happy" with the run of the show.

"'We can safely draw a positive balance of our performance at the Hannover
fair," said Bertrand Le Tallec, from the export promotion agency, UBIFRANCE.

The new "partner country" for the 2012 Hannover Industrial Fair is China
which had the largest foreign exhibitors' contingent this year.

A contract for China's "partner country" participation had already been
drawn out and is to be signed soon.

Also, informally discussed at the show was Malaysia's possible "partner
country" participation in 2013.