Christian Pfeiffer

Christian Pfeiffer, Global Director LIGNA & Woodworking Events, Deutsche Messe speaks to Wood & Panel Europe on the floors of Magna Expomueblera on their acquisition, Mexican woodworking industry, upcoming LIGNA and lot more.


Tell us about Deutsche Messe’s decision to take over Magna Expomueblera. Why Mexico? Why not any other show in the US or Canada?

Christian Pfeiffer : Deutsche Messe is the organizer of LIGNA, the world’s leading trade fair for machinery, plant and tools for the woodworking and timber processing industry. Deutsche Messe is enlarging its international activities in this sector. Since 2014 Deutsche Messe runs “Woodworking” shows in Russia in cooperation with local organizers like Lesprom Ural Professional in Ekaterinburg, which is the fourth biggest city in Russia.

Magna ExpoMueblera is the number one trade show for the woodworking sector in Mexico. It therefore fits very well into the portfolio of Deutsche Messe. We have the know-how and we will develop Magna ExpoMueblera to become the most important trade fair in Latin America. Mexico is of interest for many international wood-processing companies. With a population of 122 million people, more than half of it aged under 30 and a well educated middle class, there will be an increasing demand in furniture and interiors in the nearer future.

Furthermore Mexico becomes more and more an economic center for Latin America, also because of the Spanish Language. Despite the current political situation Mexico is the most important production line for the US.


How has been the response from the exhibitors following the acquisition?

Christian Pfeiffer : Very positive. Deutsche Messe is known as a reliable and competent trade show organizer. Companies like Felder, SCM and Biesse are exhibiting for many years.

At this year’s edition of Magna ExpoMueblera important companies like HOMAG /Stiles, LEITZ, LEUCO or Siempelkamp exhibited for the first time.


2017 is the 23rd edition of ME. How will this acquisition benefit the Mexican woodworking industry?

Christian Pfeiffer :Deutsche Messe is promoting Magna ExpoMueblera as part of their international “woodworking /woodprocessing” network worldwide. Target groups are aware of our network and are exhibiting and visiting the show.The Mexican woodworking industry benefits from the new international orientation of the show, from the competition and the input from other exhibitors. It features an extensive range of woodworking machinery, tools and equipment for custom and mass production, not to mention a wide array of fittings, accessories and materials. Other key display categories include panel products and veneer manufacturing; living room, kitchen and office furniture; and fabrics, upholstery materials and supplies.


Talking about that, how is the demand of Made in Europe products and technologies in Mexico?

Christian Pfeiffer : Made in Europe is a synonym for quality. German, Austrian and Italian products are highly demanded in the woodworking industry. For many years important woodprocessing manufacturers from Europe like BIESSE, SCM and Cefla from Italy or Cehisa have been presented by their local distributors. European technology is highly appreciated.


Has Deutsche Messe brought any new structure of the show or is there any new display category to the show this time?

Christian Pfeiffer : In fact, one of the big highlights of the show is a special CNC display and supporting conference program. The participants at the display include world-leading providers of woodworking machinery for trade, workshop and industrial use. Among them are the Austrian firm Felder, which is represented via the Felder Group Mexico; the German firm Homag, represented by US firm Stiles Machinery; and the local representatives of the Italian machinery giants Biesse and SCM. Spain’s Cehisa and Mexico’s Centromaqare also there. The Mexican company Sideco is also showing a machine.

The main focus of the supporting conference program is on leveraging new technologies to increase productivity. Much of the discussion on this related to the use of intelligent technologies to achieve integrated manufacturing across all links in the wood processing chain.

In 2018 there will be some changes. We have divided Magna ExpoMueblera into two separate shows:From January 17 to 20, 2018 there will be the Magna ExpoMueblera Industrial, featuring Forestry, Woodworking/Woodprocessing and Materials. From March 6 to 9, 2018 we will organize the Magna ExpoMuebleraMobiliari e Interiores , featuring Furnishings, Cabinets, Decoration, Appliances and Flooring.


Does the acquisition bring in more European companies to the Americas?

Christian Pfeiffer : Yes, as mentioned above, we already attracted German and European exhibitors for the 2017 show. We are promoting the Magna ExpoMueblera 2018 also strongly in Italy via our subsidiaries Hannover Fairs Italy and also in Turkey via Hannover Fairs Turkey.


LIGNA is coming up in a few months. Do you think this association might bring in more exhibitors and visitors across the Atlantic?

Christian Pfeiffer : Yes indeed, the VDMA is supporting the Magna ExpoMueblera and will support the promotion for the 2018 edition as well. The VDMA already applied for the official German pavilion at the Magna ExpoMueblera Industrial 2018.


Is Deutsche Messe planning of more expansion to any other show in any other part of the globe?

Christian Pfeiffer : The marketing instrument “trade show” works very well in the woodworking sector. With the expertise that we have with LIGNA, some markets are very interesting for us. It is much more important, however, which markets offer a potential for our customers. We are interested in expanding our international woodworking network in the upcoming years – together and in a continuous dialog with our clients.


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