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Moscow International Tool Exhibition Post Release Report

On 5-8 November 2013 the CEC Expocentre hosted the leading tool expo in Russia and the CIS countries MOSCOW INTERNATIONAL TOOL EXPO MITEX-2013.

571 companies from 20 countries participated in the show, including Austria, the UK, Germany, India, Spain, Italy, China, South Korea, Latvia, Lichtenstein, Poland, Belarus, Russia, the U.S.A., Taiwan, Turkey, Ukraine, Finland, the Czech Republic and Japan.

Exhibition area: 20,000 sq m
Visitors: over 11,000 people

Organizer: Euroexpo, the leading exhibition company in Russia, a member of the Russian Union of Exhibitions and Fairs, Moscow Chamber of Commerce and Industry, the Global Association of the Exhibition Industry (UFI) and the International Congress and Convention
Association (ICCA). The Company was founded in 1992.

Strategic Partner: RATPE Association of Trading Companies and Manufactures of Power Tools.

MITEX was supported by the Chamber of Trade and Industry of the Russian Federation.

Among MITEX-2013 there were the following tool industry leaders:

Black & Decker, Brigadir, Felisatti, Flex, Hilti, Hitachi, Hyundai, Interskol, Izeltas, Kärcher, Kawasaki, Keil, Knipex, KS Tools, kwb, Mafell, Metabo, Pride, Prorab, Robert Bosch, Ruko, Sparky, Stabila, Stanley, Truper, TTI Russia, Unisaw, Vneshtechkontrakt and more …

The companies from Germany, China, Taiwan and Czech Republic demonstrated their products and services at joint expositions.

The official opening ceremony of MITEX-2013 took place on 5 November. Among the honoured guests there were Kirill Anisimov, the General Director of Euroexpo, Victor Cherepov, the Executive Vice President of the Russian Union of Industrialists and Entrepreneurs, Ivan Novitsky, Deputy of the Moscow City Duma, Boris Goldstein, President of the RATPE Association of Trading Companies and Manufactures of Power Tools, Nikolay Gusev, the First Deputy General Director of ZAO “Expocentre”.

The honoured guests noted that the exposition is outstandingly diverse and the number of exhibitors increased by 16%. Victor Cherepov, the Executive Vice President of the Russian Union of Industrialists and Entrepreneurs noted MITEX is “the most respectable industry’s
exhibition representing the latest technologies that beneficially affect the quality of work and the quality of construction”.

Demonstration and Seminar Area

This year the Organizers together with RATPE Association prepared a wide programme for professional tool users, aimed first of all at the experts of building industry, housing and utility sector, repair and woodworking. At the specially designed Demonstration Area the world leading tools and equipment developers and manufacturers demonstrated their novelties to the MITEX visitors.

On the first exhibition day on 5 November Interskol held a presentation of new Felisatti Wood equipment. Interskol invited professional carpenters to conduct the woodworking master classes, arousing much interest among the visitors.

On 6 November Bosch held the presentation of tools and the “Education” project aimed at teaching Russian students to use of tools properly. The students of the Moscow State Construction University (MGRS) and other educational institutions heard about Bosch’s new products, what tools are expected to appear next year, as well as about the “Education” project as a whole and its development plans. The presentation drew a capacity audience. Students asked a lot of questions and tried various tools at Bosch stand.

“The ‘Education’ project is aimed to explain how and where to use the tools properly. Visiting the construction sites I often see a sad situation when the work culture is poor and the tools are incorrectly used, causing many damages. The experience shows that the tool damages are often caused not by the tool itself, but by the operator who uses it for the purposes other than that intended” Vasiliy Ivanov, product manager of Bosch (Moscow)

In the afternoon Hilti performed an unprecedented show with prizes in the Demonstration Area. Using the Hilti battery-powered angle grinder, circular and reciprocating saw they completely dismantled a Moskvich car in a few minutes. Many visitors personally participated this spectacular show and in car dismantling, and the winners of door dismantling competition were awarded with a special prize: a set of Hilti screwdrivers.

On 7 November Stanley Black & Decker held a presentation of DeWALT industrial equipment and power tools accessories in the Demonstration Area at MITEX-2013. The Company’s representatives spoke about the new policy in Russia on DeWALT tools and accessories, about the plant in Germany for drills and borers manufacturing, and demonstrated new DeWALT power tools.

In the afternoon HITACHI presented its power tools at the Demonstration Area. The company showed the novelties of 2013, patented elaborations and unique technologies.

Conferences

In addition to the presentations in the Demonstration Area, MITEX hosted 3 major conference events.

On 6 November there was an open seminar “Lubricants as an important element in tools
operation” dedicated to the cooperation of Sturm Group with “Gasprom-Neft”.

On the same day on 6 November Unisaw Group celebrated the birthday of its new Monferme brand. Monferme is the name of the new collection of gardening equipment for ladies. In honour of the birthday Unisaw Group held a press conference and presentation in the conference room 2. After the press conference the visitors were welcomed to Unisaw Group stand for a birthday cake, colourfully decorated with bright edible pictures. Tatiana Bulavina, MITEX director, warmly congratulated Unisaw Group and presented them with a commemorative diploma.

The presentation of the new line of diamond tools of CARAT plant (the Netherlands) that had recently joined the HITACHI group took place on 7 November in the conference hall # 5. Michel Pascal, the representative of CARAT plant spoke about the unique technologies and commercial potential of diamond tools.

Focus on Woodworking

A special focus at MITEX 2013 was on woodworking: many companies demonstrated their
equipment and tools. In addition to Felisatti Wood brand, Festool presented their tools and
equipment for woodworking and interior decoration at the Demonstration Area.

One of the most spectacular programmes was the series of workshops “Tool is Master’s Main Assistant” organized by WOOD-master magazine. The visitors can see the new products of the leading tool manufacturers, learn more about all pros and cons of a particular tool from the professional artisans, attend various master classes, try tools in work, participate in contests, buy wooden crafts and enjoy the exposition of ancient museum tools. The specially invited masters show how to work with a router and a lathe, demonstrated the polishing technologies and other useful and interesting skills.

Students Programme

For several years “Euroexpo” has implemented a special Students Programme aimed at young specialists and future industry experts. The Programme’s mission is to provide the future tools users and buyers an opportunity to see the latest trends and technologies in the global tool industry and the advanced products of the world famous brands. The students actively participated in all events held in the Demonstration Area and conference halls, attended master classes, tried the tools in operation at the leading companies’ stands. The Students Programme partners: “TechnoProgress” Group, Moscow State Construction University.

During the show it was very busy at the exhibitors’ stands: the guests tried tools in operation, asked questions, concluded contacts, attended master classes, and relaxed: participated in the contests, watched sports events and entertaining shows.

Advertising campaign

Internet. “Euroexpo” has been working intensively on promoting the official exhibition’s website www.mitexpo.ru and the contextual advertising in Yandex and Google. In anticipation of the exhibition the Organizers carried out a large-scale advertising campaign in the regions of Russia aimed at professional consumers from Voronezh, Yekaterinburg, Kazan, Nizhny Novgorod, Ufa. The MITEX advertising was posted on the city web portals in Krasnodar, Chelyabinsk, Samara, Magnitogorsk, Saratov, Lipetsk, Sochi, Voronezh, Yekaterinburg, Kazan, Nizhny Novgorod, Perm, Togliatti, Ufa.

One of the most effective tools for informing and attracting visitors are the e-mails. The Organizers sent regular electronic newsletters to the potential visitors using the e-mail databases of construction companies, contractors, retailer shops and chains, woodworking, forestry companies, etc. (approximately 70,000 addresses).