Why no growth in Chinese delegation at Berlin Fruit Logistica?

Tommorrow is the start of Berlin Fruit Logistica, one of the world's most prominent fruit and vegetable events.

Out of a total of 3,220 plus companies, only about 80 come from China, a little over 2%. Whereas Fruit Logistica overall exhibitor numbers are growing by around 4% to 5% a year, the number of Chinese exhibitors is stable. How come growth is capped?

Although Fruit Logistica represents a global market, with exhibitors and guests travelling from all over the world to meet in Berlin, the event's core focus lies in Europe. Trade between China and other Northern markets, including Europe and the US, is still relatively limited. China's largest export products to Europe are still largely limited to ginger, garlic, pomelos, apples and pears. Exports from Europe to China are growing, albeit from a low base.

In addition, in recent years, Asia and China have become far better catered for with their own international trade shows. Fruit Logistica Hong Kong is growing year on year, with the number of Chinese exhibitors more than doubling in 2017. Each year, a number of new exhibitions pop up on the Chinese mainland as well, including the Shanghai Fruit Logistica,

Finally, the event is close to the Chinese New Year. In the weeks before the Spring Festival, factories and shipping companies typically experience an increased workload, before the country goes on overall shut down. This might also cause Chinese professional visitors to avoid travel.

So what is happening? Are international Chinese traders missing out on international business opportunities, or are there increasingly enough international alternatives to turn to.

Or perhaps with time this trend will be reversed. Year on year, new export products are being represented. This year, in addition to traditional Chinese export products, fresh kiwifruit, melons and tangerines will be on display. In addition, a growing number of technology producers and service providers are venturing out onto the international market. Along with these, a number of packaging producers and importer companies will be present as well.

For an overview of all Chinese exhibitors at Berlin Fruit Logistica 2018, click here

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