Exclusive Interview: The Land of Opportunity – Bakery China Bolsters Market Growth

The annual exhibition, the world’s largest baking industry event, is an important indicator of China’s robust growth. With an exhibition area of over 200,000 square meters, Bakery China attracts over 2,000 exhibiting companies from all over the world, and more than 120,000 professional visitors.

Bakery China is set to return in 2019 with bigger and better prospects for the entire bakery, confectionery, beverages, and fine foods industry in China and worldwide. In anticipation of May 6, when Shanghai will be the host of the world’s best in baking over four days, Mr. Zhu Nianlin (pictured), president of China Association of Bakery and Confectionery Industry, offered us a guide of the event’s 22nd installment, in an exclusive interview on behalf of the organizers.

What should visitors expect at Bakery China?

ZN: China’s bakery market is the fastest-growing and holds the most potential in the world, which makes Bakery China a show with more than 2,300 exhibitors and more than 230,000 global visitors. Bakery China is full of vigor and energy. Visitors to Bakery China are directed by various goals: searching for new products and technologies, pursuing master skills, socializing, looking for new partners, gaining more market knowledge, etc. What Bakery China does, as a professional show platform, is to bring what our visitors want to see on the show floor in Shanghai and make their wishes come true.

We will never stop searching for new surprises and opportunities for our visitors and we’ll be sharing them with all of you.

Who are some must-see exhibitors, for all major product and service categories?

ZN: The main global key players are at Bakery China with more than 2,300 companies exhibiting this year. Furthermore, in 2019 we continue our cooperation with German and Italian governments to organize the official pavilions. Bakery education is one of the popular trends in China’s bakery industry and at Bakery China 2019 big brands like Cordon le Bleu, Le’Notre, Wang Sen, etc. will have their amazing presence.

Bakery China has recorded an impressive exhibitor and visitor figures. What are the main categories of exhibitors, in terms of their specialty? What are some fast-growing segments, from the latest editions?

Zhu Nianlin (ZN): Bakery China as a general B2B platform serving the entire bakery industry, which organizes the show in its five main segments: ingredient, equipment, packaging, international ingredient and international equipment; surely, in each of these categories, there are various products applied to the specific steps of bakery manufacturing.

China is an importing country for the global bakery industry. These years are especially a time of upgrade of the entire industry and its products to meet the government call and consumers’ demand. There is a great demand for premium bakery ingredient and equipment. That’s why that every year we see a growth of the number of overseas companies at Bakery China.

How do you prepare a new edition, and what preparations should exhibitors make?

ZN: Bakery China is a professional exhibition platform. Exhibitors are suggested to be well-prepared for the great opportunities and challenges of China’s bakery market. We offer a special online platform to our exhibitors for their convenient and smooth preparation and various online and offline marketing channels to bring our exhibitors more exposure and in the end to generate more business opportunities at Bakery China.

With the show being held annually for 22 years, since 1997, we have witnessed the growth history and change of China’s industry. It’s our mission to share market knowledge with our clients and our partners. We welcome all our friends from all over the world to Bakery China 2019 and your presence is most appreciated and treasured. And of course, Bakery China is one of your strong partners to help you grow business in China.

How do you assist visitors to plan their visit to Bakery China, and what on-site services are available to them?

ZN: We have various channels to help our visitors to do pre-registration and get free entry passes – as access is charged onsite. What’s more, we will have numerous previews sent out through our official website, social media outlets, emails, etc. to share as much Bakery China’s information as possible, so that our visitors can plan their visit schedule and be prepared and specifically goal-oriented for their visit to Bakery China. We have a very clear segmentation of exhibits by product categories for more than 2,300 companies displaying them at the stands, and clear onsite guides, which is convenient and time-saving for visitors.

In addition, there are many national and international competitions, events, seminars, master demonstrations available that visitors can attend to gain knowledge about the market and to improve their skills. And, most importantly, the platform of Bakery China brings more than 230,000 visits from May 6 to 9 to Shanghai, supporting the growth of the global bakery industry.

Additional information is available in our print magazine Asia Pacific Baker & Biscuit (Spring 2019)! 

Read more: Exhibitors Highlights at Bakery China 2019

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