Recognizing the opportunities emerging in advanced manufacturing, we focused on die casting—a core sector supporting strategic industries including automotive, electronics, and aerospace. At the time, China’s die-casting industry faced bottlenecks such as technological limitations and insufficient international connectivity, creating an urgent need for a truly professional platform combining global vision with local relevance.

We introduced to China the core resources of EUROGUSS, the Group’s flagship exhibition in the global die-casting sector, and jointly organized CHINA DIECASTING. This was more than exhibition collaboration — it represented the deep integration of German operational expertise, cutting-edge technologies, and China’s local industrial needs.

The exhibition created a professional platform for technical exchange, trade matchmaking, and industry trend analysis, helping Chinese die-casting enterprises overcome bottlenecks and accelerate industrial upgrading. It also showcased the vast potential of China’s high-end manufacturing sector to the world, further solidifying NürnbergMesse China’s operational model of “German standards + local market needs.”

CHINA DIECASTING 2012 Opening Ceremony
 

NürnbergMesse China’s outbound exhibition business officially set sail, establishing a two-way strategy that connected both “bringing in” and “going global.” Leveraging the Group’s extensive international exhibition resources, we systematically organized Chinese enterprises from sectors such as manufacturing and outdoor equipment to participate in leading global trade fairs in Nuremberg, Germany, including IWA OutdoorClassics and BIOFACH etc.

At the time, many Chinese companies faced challenges such as unfamiliar overseas channels and high participation barriers. We provided comprehensive one-stop exhibiting services — from booth coordination and travel planning to onsite support — helping local enterprises benchmark against international standards, showcase their core strengths, and expand into overseas markets.

In doing so, we not only demonstrated the confidence and capabilities of “Made in China,” but also enabled enterprises to absorb advanced global concepts, further advancing the strategy of “localizing international resources while internationalizing local enterprises,” and laying a solid foundation for the future scale-up of our outbound exhibition business.

Chinese Exhibitor Delegation to 

IWA OutdoorClassics 2013
 

As Chinese consumers’ purchasing power increased, market demand shifted from mass-market homogenization toward niche, premium experiences. Craft beer, with its distinctive flavors and cultural appeal, rapidly disrupted the traditional beer market and emerged as a new growth driver. Yet at that time, China’s craft beer industry was still in its infancy — fragmented, technologically underdeveloped, and lacking an efficient professional platform for exchange and trade matchmaking.

With sharp market insight and years of operational expertise, we decisively launched the Craft Beer China Conference & Exhibition (CBCE). Drawing on the Group’s deep roots in the global brewing industry, we integrated premium international craft beer brands, advanced brewing technologies, and forward-looking industry concepts to establish a comprehensive platform spanning the entire value chain.

CBCE covered key sectors including brewing technology, raw materials, and production equipment, while also introducing technical forums, brand showcases, and tasting sessions. The exhibition provided emerging brands with opportunities for exposure and investment connection, while creating a valuable platform for professionals to exchange ideas and learn from international best practices.

By introducing international standards and promoting industry standardization, CBCE rapidly filled a market gap and grew into Asia’s leading craft beer industry event and trendsetter — becoming a successful example of NürnbergMesse China’s ability to cultivate influential homegrown trade fairs.

CBCE 2016 Onsite Photo
 

Looking back on these six years of expansion, we remained committed to the philosophy of “deep professional expertise and precise strategic positioning.” Building upon our early development path of introducing established brands, focusing on vertical industries, and upholding international standards while respecting local market needs, we pursued specialization rather than scale for scale’s sake.

From die-casting exhibitions in advanced manufacturing to craft beer exhibitions in the consumer sector, we deeply integrated international resources with local demand, establishing a professional exhibition portfolio spanning two core industries and completing our transformation from “trade fair organizer” to “industry enabler.” The achievements and experience accumulated during these six years laid a solid foundation for future growth and further strengthened our commitment to “rooted in China, connecting the world.”
 

Stay tuned for Chapter Ⅲ: 

Intelligent Connectivity — 

Cross-Industry Integration 

and Digital Resilience