Preparations are progressing at full speed
CHINA BREW CHINA BEVERAGE (CBB) will take place from October 13 – 16, 2020 in Shanghai and offers the Chinese beverage and liquid food industry a valuable platform for a new start. Safety and hygiene measures, like at other trade fairs, will minimize the risk of infection.
“The beverage and liquid food industry longs for constructive discussion and a new start,” explained Dr. Reinhard Pfeiffer, Deputy Chairman of the Board of Messe München. “Therefore, we are very excited to offer our customers at CBB in Shanghai a trade fair experience full of valuable networking opportunities, exhibitions and information about market perspectives again.”
A recent CBB webinar in June showed that demand is high: Almost 3,200 participants learned about the challenges and opportunities in beer marketing in China.
Industry gathering for the Chinese region
CBB is the only trade fair for the beverage and liquid food industry in the South Asian market. Due to the current situation, the event will be largely national this year. Local exhibitors as well as international companies with subsidiaries in China will present their products and innovations.
International industry giants such as Alfa Laval, Barth Haas, Baumer, E+H, DSM, GEA, Husky, Heuft, ifm, igus, KHS, Krones, MIURA, METTLER TOLEDO, Pentair, SEW, SMC, Yakima, Ziemann-Holvrieka are represented on a total of 60,000 square metres of gross exhibition space. Among the national exhibitors are Best Crown, Diron, E-STAR, GDXL, GsPak, HGM, Kelang, Lehui, Newamstar, Precise, Talos, Tech-Long, Tiantai, VANTA, YoungSun, YueDong, ZhongChen and Zhongya. “We are very proud about taking part in this year’s CBB, and we are really looking forward to the trade fair. After all the e-mail and phone contact we’ve had recently, getting to meet face-to-face is really tremendous – and the CBB is the ideal platform for that,” said a Krones representative.
Informative supporting program
This year there will again be a supporting program. During the CBB International Forum, organized by Doemens e.V., experts will speak about trends, requirements and challenges in the South Asian beverage and liquid food industry, while visitors will have the opportunity to taste different beers during the Doemens Tasting Class led by a beer sommelier.
Hygiene and safety
Messe München Shanghai is organizing trade fairs again. Around 80,000 visitors in total took part in electronica China, productronica China and LASER World of PHOTONICS CHINA – only a 10% decline compared with past visitor figures. “We have shown that trade fairs can also safely take place during pandemics – and CBB will profit from our previous experiences,” emphasized Stephen Wangbin Lu, Chief Operating Officer of Messe München Shanghai.
The trade fair organization constantly works with experts on measures to reduce potential infection risks as much as possible. The hygiene and safety concept is in line with the “Guideline of the state council on the collective prevention and control mechanisms for COVID-19 and regulation of the prevention and control work during COVID-19” and the “Regulations for the prevention and control of COVID-19 in the trade fair industry in Shanghai.”
“We have received positive feedback from our exhibitors and partners that we are making this important industry gathering happen again,” said Stephen Wangbin Lu, Chief Operating Officer of Messe München Shanghai. This was also confirmed by a representative of Husky Injection Molding Systems Ltd.: “We trust that we will overcome the challenge through the continuous implementation of effective preventive measures. We expect a rapid rebound of the liquid food market that has been struggling with low consumption demand during the pandemic. We are therefore optimistic that this positive trend will play a role in the beverage and liquid food industry’s upturn, thereby strengthening the entire market.”
One of the major trends in Asia’s beverage and liquid food market is: “quality, not quantity.” As incomes rise, people prefer to consume better products instead of more products. At the same time, demand for production systems and machines remains high. As the leading trade fair for the industry, CHINA BREW CHINA BEVERAGE (CBB) provided a far- reaching overview of the market with the exhibitors’ presentations and its comprehensive supporting program. The CBB showed what is driving the industry today and will drive it tomorrow. In the process, it underscored its position in Asia.
Dr. Reinhard Pfeiffer, Deputy CEO of Messe München, is extremely satisfied with the results of CBB: “We are following up on the successes of the last event: We had a total of 869 exhibitors, an increase of nine percent. The trade fair used eight halls, including two that were used by 256 international exhibitors. That represents a growth rate of six percent. CBB is thus enhancing its importance as the leading trade fair for the beverage and liquid food industry in the Asia-Pacific region.” The chief executives of international market leaders praised the large number of visitors from such Asian countries as Indonesia, Myanmar, the Philippines, Thailand and Vietnam who visited their stands.
Hong Shen, General Manager at Zhongqing Heli International Exhibition Co., Ltd., organizer of CBB, highlights the event’s added value: “CBB is the only trade fair in Asia that showcases the entire process chain for all areas of the beverage and liquid food industry and presents new generations of machines. This was also acknowledged by the approximately 56,000 participants in the eight fully booked halls.”
Richard Clemens, Managing Director of the VDMA Food Processing and Packaging Machinery Association, believes CBB is crucial for international companies to successfully gain a foothold in the Chinese market. “Closeness to customers is vital for developing and implementing tailored solutions, as well as for providing ideal after-sales service. CHINA BREW CHINA BEVERAGE is the most important trade fair – not only in China, but for Southeast Asia as a whole,” is Clemens’ assessment.
CBB Forum with the key issues of sustainability and digitalization
The beverage industry is undergoing a shake-up in the wake of digitalization. The CBB Forum’s program included a presentation by Professor Sylvain Charlebois from Dalhousie University, Halifax, on how blockchain technologies “can help many companies protect their brand equity.” Use of the technology in the beverage industry is still at the beginning, but he recommends “companies should see that as an opportunity and address the issue early on.” In the view of the VDMA, Chinese consumers in particular are very open to digital solutions.
That also harbors potential for companies from the beverage industry. That is because “customized premium products that can be configured and ordered online have far greater growth potential than in Europe,” says Clemens.
The industry also discussed the issue of sustainability intensively. For example, Professor William Chen, from the School of Chemical and Biomedical Engineering and Director of the NTU Food Science & Technology Program at Nanyang Technological University, believes that sustainable beer brewing offers advantages for companies and consumers alike: “Sustainable brewing processes and upcycling of waste and by-products, such as to make biodegradable packaging, deliver enormous benefit for the industry. At the end of the day, that might also be reflected in lower product prices for consumers,” states the scientist.
Visitors and exhibitors were inspired by the CBB Forum and the wealth of information. CBB plays a major role in helping information be shared within the industry and enables an extensive overview of the beverage and liquid food market.
Successful premiere for the Round Table Talks
Apart from sustainability and digitalization, the future of the PET segment was also a hotly debated topic. The newly introduced Round Table Talks gave visitors the chance to learn more about this and other issues in the beer and beverage market. What are key concerns in the industry now and in the future? Industry experts from companies such as AB InBev, Snow, Suntyech Process Engineering, Tsingtao and Voss (Hubei) Water & Beverage provided insights. The other items on the agenda, such as the International Beer Smart Factory & Brewing Technology Forum or the Exhibitor Technology Seminar, were also very popular among visitors.
CHINA BREW CHINA BEVERAGE (CBB) draws on the success of 2016: Just under three weeks before the beginning of the exhibition, the halls of the Shanghai New International Exhibition Centre (SNIEC) are almost fully booked. The exhibition space of the international companies is once again increasing. This underlines the importance of the event as an international trade fair for the beverage and liquid food industry. The extensive supporting program, including the CBB Forum, Round Table Talks and the International Beer Smart Factory & Brewing Technology Forum, will additionally shed light on what is moving the industry today and tomorrow.
CBB, which takes place from October 23 to 26, is the most important meeting point for the beverage and liquid food industry in Asia. Thanks to its wealth of topics and offerings, it provides visitors comprehensive insights into trends and developments. “As a leading technology platform, CBB promotes the exchange of information within the industry. The presentations of the exhibitors on the one hand and our supporting program on the other provide for a complete and forward-looking overview of the beverage and liquid food market”, said Petra Westphal, Project Group Leader Messe München.
Richard Clemens, Managing Director of the VDMA Food Processing and Packaging Machinery Association, also underlines the importance of the event: “The Chinese beverage market is continuing to grow. Over the next five years, a further annual growth of nine percent is expected. Therefore, we expect CBB to provide considerable impetus for the industry.”
More than 860 exhibitors have already registered. Among them are national and international industry leaders such as Alfa Laval, GEA, Husky, KHS, Krones, SACMI, Sidel and Siemens located in the international exhibition halls. And GDXL, HGM, Lehui, Newamstar, Tech-Long and Zhongya in the national exhibition halls.
The CBB supporting program: Key issues of sustainability and digitization
In addition to industry solutions from exhibitors, attendees can look forward to the unique CBB supporting program. This year, the CBB Forum will focus on the topics of sustainability and digitization. First-class speakers will provide insights and outlooks, including Dr. Ning Ding, General Manager of the Food & Beverage Division at Siemens. In his presentation, the expert will show how digital twins support the digital transformation of the food and beverage production. Another presentation on digitization comes from Sylvain Charlebois, Dean of the Faculty of Management at Dalhousie University. Charlebois will address crypto currencies and blockchain technologies that offer huge potential for the agricultural and food sector. He will raise the question: “To address lurking food safety and fraud concerns, can blockchain technologies be the answer? ”
Prof. William Chen, Director of the Food Science and Technology Programme at Nanyang Technological University Singapore is going to deal with sustainability. The title of his presentation is: “Fermentation for Upcycling of Brewer’s Spent Grains: Potential for Zero Waste Food Processing and Circular Economy.” Further presentations on digitization and sustainability will be given by Richard Clemens, Managing Director of the VDMA Food Processing and Packaging Machinery Association, and Winston Boyd, Technical Director at Gold Coast Ingredients Inc.
Another highlight of the supporting program are the newly introduced Round Table Talks. Here, industry experts will discuss important topics relating to PET and the developments on the Chinese beer and beverage market today and in the future. Representatives of companies like AB InBev, Snow, Suntyech Process Engineering, Tsingtao and Voss (Hubei) Water & Beverage will talk about dairy trends, innovative product concepts as well as opportunities and challenges regarding packaging and beer trends and many other topics.
For further information about the exhibition, please visit www.cbb.drinktec.com.
