Innovation beats crisis

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1205 exhibitors have booked an area of nearly 52,000m² at the wire/Tube 2010. Compared to the previous show in 2008 this is an increase of 75 companies or 6.6%. In light of the state of the economy, these numbers are a positive signal for the progress of the wire-machine industry. This applies even if the total booked area is slightly lower compared to the 2008 show (the average booth area per exhibitor decreased from 47m² in 2008 to 43m² in 2010).
The German exhibitors now claim almost a third of the entire trade show floor. The Germans represent 27% of the total number of exhibitors. The Italians are represented with 16% or 16,645m². The involvement of exhibiting companies from China has strongly increased with 92 firms this year compared to just 65 firms that exhibited in 2008. The number and occupied floor-space of the Japanese exhibitors on the other hand has decreased by about a quarter.
The consideration of these numbers and values offers a further indication that a come-back in the economy is just around the corner. Indeed the economists in Europe have already forecasted that in the second half of 2010 the manufacturing industry will give a new kick start to incoming orders. The European Commission expects Germany’s economy to increase by 1.2% in 2010. That lies at the lower end of the prognosis made by German economists. Also, even if the VDMA (German Engineering Federation) assumes for the year 2010 merely a zero-growth for the overall mechanical engineering industry, it is nevertheless clear that technical development is not at a stand still, rather it is proceeding despite the crisis. Stagnation and zero-growth are not signs of restraint in technical development. On the contrary, innovations that meet the needs of customers are beating the crisis in every way. It now depends on the mechanical engineers in the wire and cable industry to offer new customer-oriented solutions.
The wire in Düsseldorf is the undisputed Olympics of the wire-machine sector. Everyone sets great store in it. And no Hellenistic prophecy is required to see that a change for the better in the economy is coming. The question is, just how much longer must we wait? To this extent the wire will become the indicator of the further development of the branch. Reports from the German industry about a powerful growth in incoming orders – 4.3% more in January 2010 as compared with the previous month – fit well into this picture. In comparison with January 2009, this means yet a rise of 16.1%.
The firms that exhibit in Düsseldorf are investing in the wire with the clear knowledge that the wire-machine industry needs to show the customers exhibits that offer discernible competitive advantages over current state-of-the-art technology. This means that the economic advantage for the customer will be paramount for every new purchase.
Innovations can be economic or ecologic. They can relate to procedures or purport energy savings. The important thing is an advantageous cost-output relationship in comparison to the global competitors. Thus it is the order of the day to present renewed developments that meet the needs of the customers.
Closeness to the customer is a vital component of a company’s actions. New ideas are initiated above all through close contact with the customers. The wire shows those customers the answers to their requests. The trade show is the forum where the needs of the customers and the technical problem solving competence of the exhibitors convene. If this message is successfully conveyed, the proverbial “win-win” situation should appear. The petition of the exhibitors at the wire should run thus: “We will not stick our heads in the sand and wait. No, we will win over our customers with need-oriented innovations”. Only then will we emerge strengthened from the economical crisis. We wish all exhibitors and visitors success at the wire/Tube 2010 in Düsseldorf.
Gerhard Bartz, President of the “Verband der Draht- und Kabelmaschinenhersteller e.V.”, Hagen, Germany.
Thomas Hösle, Chairman of the Wafios AG in Reutlingen, Germany.

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