Automechanika Shanghai 2020 demonstrates the workings of a hybrid event to unlock global automotive development

Automechanika Shanghai 2020 demonstrates the workings of a hybrid event to unlock global automotive development

21.12.2020: A few weeks on from wrapping up the 16th edition of Automechanika Shanghai 2020, which took place from 2 to 5 December, organisers, exhibitors and visitors reflect upon the show’s efforts to reconnect the automotive ecosystem.

A few weeks on from wrapping up the 16th edition of Automechanika Shanghai 2020, which took place from 2 to 5 December, organisers, exhibitors and visitors reflect upon the show’s efforts to reconnect the automotive ecosystem.

Numerous parties across the global supply chain complimented its innovative hybrid format, which virtually transported players to the National Exhibition and Convention Center, Shanghai. Feedback from participants continued to convey strong optimism for a resilient bounceback in the market.

Automechanika Shanghai 2020
Key figures for Automechanika Shanghai 2020:

•    Onsite visitors: 79,863
•    Exhibitors: 3,845
•    Scale: 280,000 sqm
•    Online visits (in terms of page views) through AMS Live: 578,000 from 150 countries and regions
•    652 pre-arranged online and onsite business matching appointments
•    62 fringe events
•    49 hybrid programmes broadcast on AMS Live

Ms Fiona Chiew, Deputy General Manager of Messe Frankfurt (HK) Ltd, said: “This edition of Automechanika Shanghai was very rewarding. Our biggest ambition was to unite both overseas and domestic players in the industry in the face of the pandemic, and I firmly believe we succeeded.

AMS Live was a critical part of the show’s infrastructure to accomplish this goal as it promoted business exchange and networking, as well as captured a true sense of activities around the fairground. I look forward to seeing how we can continue this momentum in 2021.”

Navigating a dynamic automotive ecosystem

This year, Automechanika Shanghai continued to draw upon its progressive concept of an automotive ecosystem. The 2020 edition zeroed in on creating a more inclusive fair by highlighting collaborative opportunities across various sectors. New and returning exhibitors included the likes of ACHR, APG, Arnott Air Suspension, Bangbang, Baumann Springs, Brembo, Carzone, CRRC, DeVilbiss, Dong Feng, EAE, Eni, Ford Motor China, Foton, FUCHS, GSP, Hengst, Jauto, Launch, LIQUI MOLY, Lucas, Mahle, Michelin Lifestyle, MP Concepts, Riyong-JEA, SAIC MOTOR, SATA, SOGREAT, SONAX, TEIN, Toyota Tsusho, VIE, Wanxiang, Zhongmou and Zynp Group.

Further to this, Parts & Components, Tomorrow’s Service & Mobility and Electronics & Connectivity spotlighted interrelated technologies and trends brought forward by greater digitalisation in the supply chain. Tomorrow’s Service & Mobility maintained its position as an incubation and innovation hub by attracting a number of first time exhibitors, as well as 30 start-ups in the ICVIC Innovation zone, research institutes, associations and more. Exhibitors highlighted some of the most cutting-edge breakthroughs in digital and material advancement shaping the future car.

Elsewhere, Diagnostics & Repair / Body & Paint, Accessories, Customising and REIFEN (Tyres & Wheels) amplified the rising aftermarket and various business models that integrate areas of digitalisation, personalisation, safety, car care, workshop technologies and more. On top of this, the Services & Supply Chain zone accentuated new integrated systems drawing upon the evolving distribution networks and internet-based business practices. It collected a number of chain stores, data management and e-commerce platforms, together with auto finance, insurance and talent acquisition firms.

Buyers also enjoyed the heightened selection of commercial vehicle-related exhibitors with over 50 percent of booths displaying the Truck Competence. This rising segment at the show clearly reflected the growing desire to expand the logistics industry along key transport channels around Asia.

In addition to the leading industry players, over 40 provincial and municipal trade organisations and industry associations recognised the key benefits of utilising the show’s stage. Under the backdrop for the newly introduced ‘Dual Circulation’ policy, it was an ideal environment for the local pavilions, they brought to exhibit, to expand the participating companies’ business networks in the international and domestic markets.  Accordingly, domestic players recognised the show’s efforts to promote the ‘inner circulation’, while overseas buyers found a broader variety of products and services from local companies.

Mr Cheng Yongshun, Vice President of China National Machinery Industry International, noted: “This year, the pandemic accelerated the evolution of the auto parts supply chain, and Automechanika Shanghai was there to help the industry grasp the opportunities in commercial rebound and domestic demand.

Its heightened digital services also emphasised the interactivity of the internet, reflecting its general day-to-day integration in people’s behaviour. These key trends will thereby continue to transform the industry with respect to upgrades in the consumer market, local manufacturing capabilities and further opening up of the market.”

The integration of AMS Live

One of the show’s greatest responses to tackle the obstacles met by the pandemic was transforming the event into a hybrid format. Through its new platform, AMS Live, onsite attendees noted the inclusion of livestreamed activities, new areas like the Hybrid & Trade Promotion zone and broadcasting studios around the fairground, as well as onsite-to-online fringe events.

Crossing over into this digital realm, overseas buyers also enjoyed online services as an extension of the physical fair to replicate onsite sourcing experiences. Product showcases, one-to-one business matching, scheduling and agenda setting options were, therefore, a welcomed substitute of face-to-face interactions. These novel experiences were said to have stimulated many meaningful business discussions and encouraged fairgoers to contact current overseas partners as a means of touching base in their yearly get together during the fair.

The show’s digital evolution was also magnified through its line-up of hybrid and livestreamed fringe events. In tandem with experts on the ground, many also tuned in remotely to offer their insights into the latest opportunities, challenges and trends in the market. Attendees applauded the approach, which offered a well-rounded view of the present situation and future recovery of the automotive industry. In total, there were 49 broadcasted fringe events on AMS Live. Notable events included:

•    Automotive Aftermarket Summit 2020

•    AIAG Auto Parts Purchasing Leadership and Suppliers Summit 2020

•    China Automobile Dealers Used Car Industry Development Forum 2020

•    China International Tyre Industry Conference 2020

•    International Summit of Connected-Vehicle Policies and Regulations 2020

•    Tomorrow’s Service & Mobility Summit 2020

Livestreamed tours guided online attendees through all seven sectors and three specialised zones (Services & Supply Chain, Auto Manufacturing and Remanufacturing). Each explored transformational trends in the automotive industry, dug into the automotive workshop and examined how players are responding to a new aftermarket era respectively.

Selected services on AMS Live will remain open until 2021. This will allow buyers more time to search the extensive database of exhibitors that are readily accessible to the platform.

Global participation despite geographical boundaries
In the face of travel restrictions hindering overseas attendance, Automechanika Shanghai was able to maintain its position as an international automotive epicentre.

This year, 29 overseas exhibiting countries and regions assembled in Shanghai. Germany, Italy and Taiwan along with the first-ever Israel pavilion brought 36 companies overall.  Many also took the opportunity to mobilise their local sales offices to boost and maintain their visibility in the domestic market, signalling growing engagement in China’s new ‘Dual Circulation’ policy.

The pivot to offer an online gateway into the show through AMS Live was a key component from a global standpoint. The platform was widely received by 150 countries and regions, reinforcing the sweeping interest from numerous markets to get-back-to-business and interact with onsite activities and exhibitors.

The next edition of Automechanika Shanghai will take place from 24 – 27 November 2021. The event is organised by Messe Frankfurt (Shanghai) Co Ltd and the China National Machinery Industry International Co Ltd (Sinomachint).

* preliminary figures 2020

Suzy Heston- photo Messe Frankfurt


21.12.2020 / MaP

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