Second EICMA-China Show Set for July 2011


Seen as an exchange of commerce at the global level

MILAN (Wednesday, Nov. 3, 2010)— The second annual EICMA-China motorcycle show has been scheduled for July 2-4,2011, at the China National Convention Center in Beijing, show organizers said here today.

Plans for the show were announced at a press conference conducted by the event’s planners: CIME (China Italy Motorcycle Exhibition), a joint venture of EICMA, the China Chamber of Commerce for Motorcycles (CCCMA) and the Genertec International Advertising & Exhibition Company.

This year’s show was held last July in Beijing and drew 130 exhibitors and about 45,000 attendees. More than 200 exhibitors are expected to participate in next year’s show, said CCCM’s Bingnan Chen.

“The success of this first event was somewhat unexpected,” said Constantino Ruggiero, “since it was put together so quickly. Ruggiero is the executive director of ANCMA (Italian Manufacturers Association of Bicycles, Motorcycles and Accessories) and its EICMA show and was the driving force behind the creation of EICMA-China.Organizers have high hopes for the 2011 show, pointing out that the this year’s successful venture was put together in only seven months.


The 2011 edition will cover more space, have more exhibitors who will have access to more attendees, Chen said. For example, all leading Chinese manufacturers of motorcycles are expected to exhibit, he said.

New trading and marketing opportunities now are available to foreign sellers, due to changes in the China market place, according to Chen, but he didn’t provide any details.

“EICMA-China will supply the platform for foreign exhibitors to reach the Chinese market,” Chen said. “The objective is to create a platform for exchange at the global level,” he said.

Changes In Chinese Motorcycle Industry

While EICMA-China could provide an opportunity for  U.S. and European companies to reach Chinese consumers, it also could provide a boost to the Chinese motorcycle industry which is undergoing substantial changes.

Annual production of motorcycles in China dropped last year for the first time since 1993, dipping to 25.24 million units from 27.5 million units in 2008. The decline was due in part to the softness of the U.S. market, increased U.S. federal regulation, and a clamp-down on motorcycle use in many China cities.

Annual sales of Chinese motorcycles also declined last year, dropping to 25.27 million units, from 27.5 million units in 2008. Interestingly, according to the Chinese reports, manufacturers sold more than they produced last year, possibly reducing inventories, as well.

Meanwhile, China’s State III Emission Standard was implanted nationwide July 1, 2010, severely restricting use of gasoline powered vehicles, especially in major cities and driving change in the motorcycle industry. CIME: “At present, (the) Chinese motorcycle industry is coming into a key period of re-integration, transition and upgrading…”

First EICMA-China Show

“The first show was really a success,” Ruggiero told me. “It was a miracle to organize the show in such a short time and have the most important Chinese manufacturers as well as prestigious brands such as Yamaha, Suzuki, Peugeot, and Italian companies such as Ducati, MV, Malaguti and so on. Generally, the Italian companies were satisfied, so we hope they will be exhibiting in future shows.”

Ruggiero said the MotoLive program of freestyle riding and acrobatics was an especially big hit with Chinese consumers and seems to be a strong tool for building riding interest.

During the first EICMA-China show, the MIC played a major role, helping host the ATV Symposium to discuss consumer issues such as safety and market trends, technical and regulatory issues, and testing, certification and mandatory standards. Experts from Australia, Canada, Europe and the United States participated. The MIC’s Tim Buche and Paul Vitrano participated. Vitrano represents the Specialty Vehicle Institute of America (SVIA),

“It was enlightening for me and other panelists and attendees to hear from our colleagues around the world,”  Vitrano told me in a conversation following the first show. “Clearly, the companies that I encountered at the seminars are struggling to understand and comply with regulations.”

A key point for discussion was China’s restriction of motorcycle use and how this could be changes. “Obviously, this ban is an impediment to market development,’ says Vitrano. “Unfortunately, they (motorcycle companies) don’t get the government’s attention because the revenue from motorcycle sales is dwarfed by revenue from auto sales.”

No word at this time on MIC participation in the 2011 EICMA-China show.  JD

Contact me with news tips and story ideas
at or 612/845-8091.

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