From Germany to China: What to Look for at the LogiMAT Logistics Exhibition?

As Mr Peter Kazander, Managing Director of Messe Stuttgart GmbH and founder of the Stuttgart Logistics Exhibition, stated: “One must never view LogiMAT through a purely commercial lens. The purpose of this exhibition is not to secure immediate business deals, but rather to enable logistics enterprises and equipment suppliers to jointly identify forward-looking solutions."Solutions”。

However, due to the constraints of time and space, many Chinese spectators unable to attend in person could only gain an impression of the German exhibition through media coverage or photographs and videos sent by colleagues present. This may have created the illusion that the European logistics world is actually this compact.

This, clearly, misjudges LogiMAT. Of the 1,600-plus companies exhibiting in Germany, the vast majority have not ventured into China, instead remaining firmly rooted in the European market. This is because they are already stretched to capacity, having reached the stage where they must selectively choose which projects to undertake. Song Wei, General Manager of Shanghai Pailian Pallet Company and a seasoned researcher in China's logistics equipment sector – formerly General Manager of the German Logistics Institute's China branch – remarked that one could immerse oneself in the German logistics exhibition for days on end. Every detail brims with innovation and inspiration, much like finding kindred spirits. Each visit to LogiMAT leaves Mr Song thirsting for more. The exhibition's intrinsic technological depth simply cannot be fully captured through photographs or video alone.

Xia Huiling, General Manager of LiBiao Little Yellow Man, also from Zhejiang, China, remarked: "At the LogiMAT trade fair in Germany, you witness true innovation – technologies that are fundamentally innovative. Making its debut at LogiMAT Germany, LiBiao Little Yellow Man engaged in face-to-face discussions with CEOs of several major European conglomerates and was subsequently invited to their respective companies for various business exchanges. European enterprises possess a legacy of continuity; many family-run businesses are genuinely deeply rooted."IndustryNever be rash. 

The global logistics equipment exhibition market is divided into four major segments, with Germany, China, the United States and Japan each hosting leading international logistics equipment trade fairs. Both the CeMAT exhibition in Hanover, Germany, and the LogiMAT exhibition in Stuttgart have established a presence in China, forming two major heavyweight logistics exhibitions within the Chinese market. 

LogiMAT stands as the premier exhibition brand within the global logistics sector and concurrently serves as Europe's largest annual gathering for the internal logistics industry. It has established itself as a trailblazer in logistics technology across Europe and indeed the world. Having successfully hosted 17 editions in Germany, the recently concluded February edition of LogiMAT Germany spanned three days, utilised 120,000 square metres of exhibition space, and featured over 1,600 exhibitors. Collectively, they delivered the most extensive showcase of cutting-edge logistics technologies for the global logistics industry.

LogiMAT serves as the premier showcase for technological logistics, presenting cutting-edge logistics equipment solutions from across Europe and the globe. Compared to CeMAT's product exhibition focus, some Chinese enterprises have yet to fully recognise LogiMAT's forward-looking efficacy in solution capabilities. At LogiMAT, where the world's most advanced technological logistics innovations converge, only a handful of Chinese tech enterprises—including BYD, Geek+, Hikvision, Anhu Logistics, Dematic, RoboRobo, Zhongli Forklift, Jixinxiang Forklift, and Ruyi Forklift—participated among the 60 Chinese exhibitors. The remainder showcased products such as castors, packaging materials, and machined components.

When discussing the reasons for the limited participation of Chinese enterprises at the exhibition, Mr Yan from Kunshan Mias believes that Chinese companies are gradually recognising LogiMAT's influence within the logistics industry's technological sphere. This has led to a surge in Chinese visitors travelling to Germany in recent years to explore more advanced technologies. However, it may be that there are not yet sufficient products featuring internationally leading technologies available for display. Consequently, despite China's status as a major player in logistics, the number of Chinese exhibitors remains below seventy.

The week prior to the German trade fair, Peter, Managing Director of the Stuttgart-based LogiMAT logistics exhibition, visited China to engage with key enterprises. His dual purpose was to promote the German logistics exhibition while simultaneously building momentum for LogiMAT China, scheduled to convene in Shanghai in April 2019. Peter repeatedly emphasised that the distinct positioning of LogiMAT alongside its counterpart CeMAT has enabled both logistics exhibitions to achieve increasingly widespread influence.

The influence of LogiMAT

In Europe, the annual LogiMAT exhibition serves as the foremost platform for corporate leaders, technical developers, entrepreneurs and end-users to gain insights into global logistics technology. The exhibition stands at LogiMAT are not erected to solicit clients, but rather to showcase the most advanced solutions and cutting-edge research achievements from various enterprises. Logistics users and supporting suppliers alike must attend to witness the presentation of technology-driven and forward-thinking logistics solutions. 

LogiMAT's debut in China commenced four years ago in Nanjing, where the Germans believed the appeal of a technology exhibition coupled with a forum featuring Europe's foremost logistics experts would make a resounding impact. The German Logistics Institute and German Industry 4.0 logistics specialists rallied behind the Chinese LogiMAT. Moreover, in the eyes of foreigners, Nanjing – home to German enterprises like Siemens, Bosch, and BASF – should have been a hub for German logistics. Yet the Germans clearly underestimated the Chinese tendency to follow the crowd. Nanjing is not a city with a well-established exhibition infrastructure and proved unable to support such an international event. LogiMAT's Nanjing exhibition started strong but fizzled out, failing to attract significant industry attention. What continues to fuel German optimism about opportunities in China is the keen interest shown by Chinese attendees at annual German exhibitions. Large numbers of Chinese entrepreneurs and technical R&D personnel consistently attend German trade shows.

15–17 April 2019, Shanghai. Capitalising on the city's unrivalled access to the world's largest market and logistics talent pool, Messe Stuttgart and Messe München will unite to bring LogiMAT and the tlc Asia Logistics Biennial Exhibition together at the Shanghai New International Expo Centre. LogiMAT showcases cutting-edge logistics technology at the forefront, while the Logistics Biennial Exhibition caters to air freight and express logistics users at the rear. With technology in one hand and customers in the other, the convergence of these two exhibitions represents a perfect synergy.

Capacity for solutions and forward-thinking approach: Unlike CeMAT, which showcases corporate strength to potential clients, LogiMAT focuses more on demonstrating the soft power of logistics enterprises and equipment manufacturers in delivering solutions. Numerous pioneering technologies have emerged at the German LogiMAT logistics exhibition.

LogiMAT advances China's logistics technology transformation:

The rapid development of China's e-commerce and logistics sector has recently transitioned from its primitive stage of labour-intensive operations and network accumulation into an era of technology-driven logistics. Logistics technology has entered an unprecedented golden age. As noted by renowned domestic logistics investor Dong Zhonglang, China's current e-commerce enterprises are essentially logistics companies disguised as e-commerce entities, while its logistics firms are technology companies masquerading as logistics providers. Clearly, without technological advancement, it will be difficult for logistics enterprises to overcome their developmental bottlenecks.

More outstanding enterprises are participating in Chinese exhibitions.

2019 marked a pivotal moment for LogiMAT China as it ascended to new heights, with loyal clients including Jungheinrich, Crown and Cadex joining forces to build momentum for the exhibition. The LogiMAT China event saw numerous enterprises participate, showcasing their latest products and solutions for their Asian debut.

New media platforms continue to emerge, transforming the very nature of trade exhibitions. Unlike fragmented new media, exhibitions serve as a systematic stage for companies to showcase their products and capabilities, with the exhibition economy increasingly returning to its fundamental value. LogiMAT remains true to its established approach, drawing together industry leaders. Alongside showcasing product solutions, it combines numerous world-class professional forums, live streaming, and new media marketing formats. The organisers aim to establish LogiMAT as a new pinnacle for logistics technology in China.

The main forum has invited representatives from the Fraunhofer Institute for Material Flow and Logistics in Germany, the Chartered Institute of Procurement and Supply in the UK, the journal Lifting and Transport Machinery, and the International...Supply chainCo-hosted by the Operations Management Society, the main forum will explore the theme “Industry 4.0 Meets Made in China 2025 – Discussing Intelligent Internal Logistics Solutions”. Breakout sessions were organised in collaboration with the Home Furnishings Branch of the China Warehousing and Distribution Association, Logistics Technology and Application, Logistics Product Network, GreenLink, the China Pharmaceutical Commerce Association, and Beverf. These sessions explored the application of logistics solutions within actual production and operational processes across six key industries: home furnishings, footwear and apparel, automotive, food, pharmaceuticals, and e-commerce. Speakers at the forum included experts from the Sino-German logistics research sphere (Fraunhofer Institute for Material Flow and Logistics, Munich Technical University),University• KIT, • JD.com, • Lenovo, • China Mobile, • Roland Berger,VolvoWyeth, General Mills, Starbucks, Red Star Macalline, Sofia, Kuka, Oppein, Ecco, Ying'er, Anta, GRI, Jiuzhou Tong, Fengchao, Benlai Life, Secoo are authoritative leaders in the fields of logistics production and logistics applications.

It is worth noting that this major international exhibition also provides small and micro enterprises with an opportunity to showcase their outstanding products. The specially designated “One Enterprise, One Product“ section within the 'Innovative Products Zone for China's Forklift Industry' brings together over a dozen unique offerings for competitive display. 

The Importance of Perspective

Intelligent,efficiencyInnovation was the theme for the 2019 LogiMAT series of exhibitions, a theme that was fully realised at the recently concluded German event. The forthcoming Chinese exhibition will continue to uphold this theme.

• If you are a business owner, you need to visit LogiMAT China to explore cutting-edge technologies and make informed decisions about your future development direction.

• If you are an R&D professional, you need to seek technical inspiration and broaden your horizons at LogiMAT China to inform your decisions regarding future product architecture.

• If you aremanufacturerYou need to come to LogiMAT China to find the supply chain.PartnersCoopetition model;

• If you are a user, you need to come to LogiMAT China to find your business partner for technological upgrades.

LogiMAT China 2019 – an event you won't want to miss!