C l o s i n g R e p o r t
Innovative, sustainable and design-oriented:
CMS Berlin 2015 ends with outstanding results
For Messe Berlin CMS Berlin 2015 – Cleaning.Management.Services was an allround success, which witnessed record exhibitor numbers and visitor attendance, a fantastic atmosphere and outstanding business. More than 20,000 representatives attended this exhibition of the international cleaning industry in Berlin, including some 17,000 trade visitors (2013: 16,200) from 66 countries (2013: 65). They came to find out information from the manufacturers of cleaning machines, cleaning equipment as well as about cleaning, disinfecting and care products. Senior decision-makers were able to meet their customers and establish new business ties. According to those present, this will generally give the industry a new boost.
Dr. Christian Göke, CEO of Messe Berlin GmbH: “The industry’s leading event fulfilled all the expectations. The exhibition at CMS with its displays of innovative, sustainable and design-oriented products and services underlined its role as Europe's leading event for this sector in 2015. The International CMS Congress, which was attended by senior executives representing the global cleaning industry, has now firmly established itself alongside the fair.“
From 22 to 25 September 377 exhibitors from 22 countries (2013: 361/20) presented a comprehensive overview of the market’s products on an area covering 25,400 square metres (2013: 24,700 sqm) inside the halls and on the outdoor display site. The displays included products, systems and work methods from every branch of industry marketing cleaning systems and cleaning agents, in-cluding more than 70 exhibits making their first appearance at a trade fair or on the European or world stage. At the 2nd Interna-tional CMS Congress around 200 experts from all over the world took part in discussions about ’People and the market’. The high point of the opening event was the presentation of the CMS Purus Awards. The winners of the awards for good design were Kärcher (Brand Communication), Nilfisk (Machines), SCA (Washroom Hygiene) and Vileda (Equipment).
Latest cleaning technology trends
At CMS 2015 manufacturers presented innovative products, proving they are well equipped to face the market challenges ahead. More and more eco-friendly cleaning agents are being developed. Ecologically safe products for dispelling bad odours also played an important part at this year’s CMS, with natural smells combined with exotic fragrances now proving popular. In the paper and soap dispenser market manufacturers are currently focusing on elegantly styled designer articles, with sensor-operated devices much in demand for hygienic reasons. According to a recent survey by manufacturers, 92 per cent of restaurant guests expect washrooms to be of at least the same standard as the dining area and 75 per cent of office workers consider the toilets at the work-place to reflect the employer’s overall standards.
Good design and functionality have become increasingly important factors for achieving a competitive edge, as was amply demonstrated by the entries at this year’s CMS Purus Awards. For designers of cleaning machinery and equipment the focus is also on sustainability and efficiency, in particular where saving energy and making optimum use of cleaning agents is concerned. Furthermore, the performance of the latest products and solutions has improved again, as have their ergonomics and ease of operation. The progressive downsizing of devices means they are now able to access areas that previously could only be cleaned by hand. Thanks to new designs daytime cleaning in noise-sensitive areas is now an important issue. And lastly, new apps make it possible to operate devices in new ways, for instance with a smartphone or tablet PC.
Associations sponsoring the event
CMS 2015 was organised by Messe Berlin GmbH. The following professional organisations are sponsors of this bi-annual event: the Federal Cleaning Trades Association (BIV), Bonn, the VDMA Cleaning Systems Trade Association, Frankfurt, and the Industrial Association for Hygiene and Surface Protection (IHO), Frankfurt. Their closing statements were as follows:
Thomas Dietrich, Chairman of the Federal Cleaning Trades Association: “CMS was a splendid event. Once again it showed itself to be a leading European trade show and it set the standards. The exhibition, congress and supporting programme offered numerous highlights and were outstanding both in terms of their professionalism and their international participants. In brief: from the visitors’ perspective CMS 2015 was thoroughly convincing and exceeded our expectations.”
Markus Asch, Chairman of the Trade Association for Cleaning Systems in the VDMA: “CMS 2015 was a complete success: The contacts that we made with visitors from all over the world were of a very high quality and we were able to engage in an intensive exchange of ideas and experiences. The congress gave a valuable impetus to our industry, which we will be consistently pursuing. The fair represented an important step in our combined efforts to address our overall objectives, with the aim of ensuring that our customers continue to keenly embrace our solutions in all areas of building cleaning.”
Werner Schulze, Divisional Chairman and Member of the Board of the IHO: “Our association’s view is that CMS 2015 ex-ceeded all expectations. Right from the start visitors thronged to this event, and the decision-makers were of the highest standing. Consequently the technical discussions that were held were of an excellent quality. The mood here was excellent, and I personally have never experienced a better CMS.”
Exhibitors praise the quality of business contacts
At 92 per cent, the overwhelming majority of exhibitors were ex-tremely satisfied with their participation in CMS 2015. They unani-mously praised the high number and quality of trade visitors and business leads. Questioned about the main objectives of their par-ticipation, exhibitors mentioned promoting their company and its image, maintaining existing business relations and establishing new contacts with specific customer groups, i.e. members of the building cleaning trade, buyers and retailers. Furthermore, they intended to showcase their innovative products to a wide audience of experts. For the most part these aims were met. Although the signing of contracts was not the primary purpose of their taking part, 50 per cent of exhibitors achieved sales before the fair closed. Overall, almost all exhibitors declared themselves satisfied with their commercial success at the fair. Expectations of follow-up business mirrored this view. For over 84 per cent of exhibitors the prospects ranged from “satisfactory” to “very good”. Nearly all of them said they would recommend CMS to other companies and at the time of the survey already announced they would take part in the next event.
96 per cent of trade visitors achieved good business results
Trade visitors at CMS 2015 were extremely satisfied with their visit to the fair. 96 per cent described their business results as positive. In particular, they emphasised the good opportunities for network-ing with manufacturers. Two-thirds expect these meetings to result in further talks or follow-up business after the fair. There was a noteworthy presence of trade visitors in a decision-making capaci-ty, two-thirds of whom were senior management executives, au-thorised signatories and heads of department. 83 per cent of trade visitors had a significant influence on their companies’ purchasing and procurement decisions. 85 per cent of trade visitors from abroad were from Europe and 15 per cent came from all other parts of the world. The majority of those visiting Berlin were from the Netherlands, Austria, the UK, Spain, the Czech Republic, Sweden and Italy.
Trade visitors mainly represented the following sectors: services, the trade, industry, authorities, public institutions, wholesales and exports. 93 per cent were very satisfied with the products at the fair and 88 per cent praised the innovative products and services. Almost all the trade visitors said they would recommend visiting CMS to their colleagues or business associates. 91 per cent said they would attend the next CMS. Trade visitors gave a positive assessment of the industry’s current economic situation (89 per cent) and its future prospects (87 per cent).
CMS 2017 to feature WFBSC World Congress
The next CMS will take place on the Berlin Exhibition Grounds (Berlin ExpoCenter City) from 19 to 22 September 2017. Paral-lel with the fair the World Congress of the World Federation of Building Service Contractors (WFBSC) will be taking place and for the first time gathering international industry decision-makers in Berlin.
Closing statements from exhibitors at CMS 2015
(in alphabetical order)
Applied Chemicals International, Basel
“We reached the ideal target group at CMS, comprising users and re-sellers, and our products attracted a very good feedback.” Lorenz Dycke, Sales & Marketing Agent.
“With the German subsidiary AVET GmbH we were attending CMS Berlin for the first time. We are delighted with the many trade visitors who sought information from us about the ClaraClean system, and with the very positive response to our display. As a result many enquiries were received regarding tests on our customers’ buildings, and the relevant arrangements were agreed here during the fair.” Roland Sacks, CEO, AVET GmbH and AVET AG.
“CMS has become much more international, with very many interesting contacts from all over Europe, and we even welcomed visitors from Iceland to our stand. We are delighted, and obtained a very positive impression.” Roland Hausladen, Director of Marketing & PR.
“It was a very fine trade fair and the numerous discussions held here were extremely interesting, of a very good quality and, in accordance with our display, they were also forward-looking. In the aftermath of CMS we are looking forward to being able to offer our customers suitable solutions to meet their requirements, with innovative products such as the unique Intellibot robot scrubber-cleaner.” Patrick Seitz, Country Sales Director, Diversey Care, Diversey Deutschland GmbH & Co. OHG.
“We are very satisfied with the way things went at the fair. We recorded slightly more visitors than in 2013. We were able to establish numerous contacts and orders were signed during CMS.” Adrian Kohnhorst, Director of Sales for Germany.
Dr. Schnell Chemie GmbH
“For us CMS is the most important platform in the industry for discussions and contacts. This is where we can meet with customers and business partners with whom we have been associated for decades. Our slogan for the fair, “Fit for future”, epitomises the fact that we are constantly focused on the entire range of future challenges posed by our customers, and that everything we offer in terms of products and services as well as training and advanced training is intended to meet these challenges. In this way we are best equipped to successfully support them. This combination, which is a characteristic feature of Dr. Schnell, depends on a continual dialogue, and CMS is ideal for this.” Dr. Thomas Schnell, Managing Partner of Dr. Schnell Chemie GmbH.
“The time we spent in Berlin was most successful. Right from the start of the fair our stand was very well attended. We were particularly pleased with the quality of our visitors. Many leading decision-makers came to our stand.” Dr. Viktoria Wagner, Senior Marketing Manager D/CH, Institutional Division, Ecolab Deutschland GmbH.
Fragrance Delivery Technologies, Dubai
“The fair was exceptionally good and the visitors were precisely of the quality that we were looking for. We were able to make 80 very promising contacts here.” Esther Hooley, Chief Marketing Officer.
“Hako symbolises solutions without compromise. CMS is the ideal platform for a live presentation of our new products and systems solutions, and therefore of the added value that Hako offers its customers. We are very satisfied with the way things went at this year’s fair, and with the quality of the technical discussions that took place.”
Uwe Brenne, Member of the Board, Hako GmbH.
“A tremendous fair that went very well for us. Increasing the size of our stand was essential in order to be able to talk to all our customers and industry partners, and to entertain them. This year we also welcomed a significantly increased number of new customers.” Horst Rose, Marketing Manager.
Julius Tielbürger Maschinenfabrik
“There was an astonishingly good response to our sweeper powered by a lithium-ion battery. With its mixture of domestic and international visitors CMS enabled us to make many promising contacts, and our efforts were well rewarded.” Ulf Tielbürger, Management.
“We were represented at CMS Berlin for the first time and were very satisfied with the way things went. Many senior executives and users came to our stand. It gave us a very good insight into the German cleaning sector and we learned a great deal. We intend to be here again in two years time.” Margit Sigaard, CEO, Head of Sales and Administration, Jydsk Barberblade-Fabrik A/S.
“In 2015 the display by Kärcher at CMS in Berlin was again very successful. This trade show is an outstanding platform for an in-depth exchange of ideas and experiences with trade visitors from all over the world. The high quality of the discussions and the increasingly international dimension of this event made a very positive impression. Our customers displayed very keen interest in our innovative cleaning solutions, individual examples of which met their exact requirements. Moreover the CMS Congress give a valuable impetus to our industry and its future, and this event contributed significantly to our overall success at the fair. We were particularly delighted to again receive a Purus Award, in the Brand Communication category this year, for the restorative cleaning of the Karl and Hubertus Chapel of Aachen Cathedral, as part of a model project carried out together with the German UNESCO Commission.” Markus Asch, Deputy Chairman of the Board, Alfred Kärcher GmbH & Co. KG.
Kalvei s.r.o., Prague
“We were attending CMS for the first time and were very satisfied. We made many new contacts and attracted new customers.” Vĕra Kalinová, Managing Director.
“In terms of both the volume and the quality of its visitors the fair was very good. We are delighted with the keen interest shown in our products.” Markus Hemm, Sales Manager OEM Customers, MESTO Spritzenfabrik Ernst Stockburger GmbH.
“For us CMS is one of the most important ways of gauging the state of the industry, both nationally and internationally. We are therefore delighted that visitor traffic and the response to our display were more than satisfactory. The positive feedback from customers and the fact that our VP 600 industrial vacuum cleaner received this year’s Purus Award are further proof that our innovation-based approach is hitting the target.” Steffen Glöckler, Marketing Director for Germany, Austria, Switzerland, Nilfisk GmbH.
Prodene GmbH / Gojo Deutschland
“We were able to hold many interesting discussions at CMS. The proximity to leading trading groups was a quick way for us to make the right contacts.” Sven Jäschke, Chief Executive.
“Our return to CMS Berlin this year as an exhibitor provided us with the ideal opportunity for presenting our new product portfolio to trade visitors from around the world. Visitors to the fair displayed keen interest in our solutions for cleaning escalators and moving walkways, which have been developed and improved in collaboration with customers all over the world.” Efi Rosen, Managing Director, Rosemor International Ltd.
“Our impression is that an increasing number of decision-makers are attending CMS. This event attracts the right numbers of visitors, and they are of the requisite quality too. All in all we obtained a very positive overall impression. Stefan Berner-Böhnig, Sales Manager.
This trade fair was well worth attending. It was most encouraging to see so many highly qualified trade visitors.” Daniel Kolland, Export Manager, Schulthess Maschinen AG.
“The contacts were of the right quality, and we welcomed visitors from all over Europe, and this included some interesting discussions with visitors from Russia.” Christina Gräfenhan, Marketing Assistant.
“This was the best CMS ever. Visitors to the stand included numerous decision-makers, with whom one can really get things moving. As far as innovations are concerned this fair offers a massive platform.” Werner Schulze, Chief Executive
United States Pumice Company
“A really fantastic trade show, where we were able to meet with many re-sellers. We shall be coming back.” Frederick A. Carlson, Vice President Sales.
“For us the most important aspect is provided by the contacts with customers. We were able to achieve this very effectively at the fair. Moreover our Stingray system for inside cleaning of windows, which was making its international debut, met with very great interest among visitors.” Hendrik Kuhl, Marketing, Unger Germany GmbH.
“Attendance was much more international and the number of people visiting our stand was extremely good. The fair was a complete success for us and we look forward to coming to CMS again in two years time.” Claudia Bertel, Assistant to the Management.