AMT’s Pavilion in the China International Machine Tool Show

The primary goal of the Association for Manufacturing Technology’s (AMT) pavilion in the China International Machine Tool Show (CIMT) is to assist members of the organization with bringing their products to market in China. “We want [AMT members] to look at the market, evaluate their ability to serve the market, and then make an informed decision,” says Peter Eelman, Vice President, Exhibitions and Communications at AMT. Their turnkey package of pavilion services for member companies insulates participants from the logistical challenges of exhibiting in China. It is one of several pillars of support that the trade association offers American companies looking to investigate or maintain a presence in the one of the largest markets on the planet.

CIMT is one of crown jewels of international machine tool exhibitions. The biennial show features 1,100 companies from 28 countries and regions of the world. AMT’s pavilion in the 2011 show will house 38 exhibitors in 2,300 square meters (approximately 24,750 square feet).  

China is now the most important market for AMT’s members. It is the number one consumer of manufacturing technology in the world. “The need for innovation is surprisingly high. Contrary to what people may believe, China will have difficulty finding enough labor to satisfy the global appetite for its products,” Eelman explains.   Despite the huge role that the pavilion in CIMT plays in AMT’s overall strategy for China, it is only part of AMT’s program for assisting members looking to do business there. The association maintains a presence in three Chinese cities: Beijing, Shanghai, and Guangzhou. The Chinese support staff helps AMT members year round with understanding the market, finding potential partners, and selecting distributors.

AMT representatives also look for other trade shows in China that “are of a standard that American companies would accept,” Eelman says. AMT helps members avoid costly mistakes in the complex and diverse Chinese market.  “If you are going to do business in China, you have to learn who the players are and make sure they’re the right ones. You have to do the visits, attend the banquets, meet the people, and become ‘somebody’ in the market. If you are afraid to travel, China is not the right market for you,” Eelman explains. As the first foreign trade association allowed into China in 1989 and a trusted partner of CMTBA, AMT is in the best position to help U.S. companies bring their products to the Chinese market or, at the very least, make a decision about whether China is the right market for them.