Over the past 50 years since its founding, NürnbergMesse Group has grown from a local German company into one of the world’s top 15 exhibition groups. With 8 subsidiaries, 1,200 employees, and operations spanning 8 countries, its key to success, as summed up by Peter Ottmann, lies in one word: “trust.”"The trust of our clients, shareholders, local governments, and employees is our most valuable asset," Peter Ottmann stated. Building on this foundation, he outlined the Group's four strategic pillars: employees, exhibition products, digital transformation, and the continuous optimization of localized operations. This corporate culture has been further extended in the Chinese market.

As the Group's first overseas subsidiary, NürnbergMesse China has been deeply engaged in the local market for nearly 19 years. On the opening day of CBCE 2025, Darren Guo experienced a profound sense of trust and mutual understanding while conversing with long-term clients of over a decade, sharing a common mission to advance the industry. He remarked, "Feedback indicates that the industry urgently needs more communication. In an uncertain environment, collaboration is always more important than going it alone."

 Peter Ottmann, CEO of NürnbergMesse Group, being interviewed by the media

Regarding the Group's digital transformation, Peter Ottmann emphasized: "The core of exhibitions has always been people. Regardless of technological advancements, face-to-face communication is irreplaceable." As long as digital services can integrate seamlessly with in-person interactions, physical exhibitions hold limitless potential. Therefore, the Group is committed to the synchronized development of its digital ecosystem alongside on-site exhibitions.

"For instance, at CBCE, you can tangibly feel the enthusiasm and vitality of the participants, all of which are simultaneously embedded into our digital network," Peter Ottmann noted. When discussing the crux of digitalization, he underscored "scalability—we need a universal digital solution adaptable to all exhibitions, rather than designing separate solutions for each event."
 

CBCE 2025 On-site

The Asia-Pacific region stands as one of the three core markets for NürnbergMesse Group, alongside Europe and the Americas. Currently, the Group operates in China and Indonesia, with plans to expand its exhibition portfolio further across the Asia-Pacific, thereby enhancing its regional influence. China, being the location of the Group's first overseas subsidiary, holds a pivotal position in its global strategy. Peter Ottmann, CEO of NürnbergMesse Group, remarked, "The golden era of NürnbergMesse China is yet to come." The Group intends to deepen its engagement in China, leveraging it as a springboard to enter the ASEAN markets.

Darren Guo, Managing Director of NürnbergMesse China, offers a more nuanced perspective on the Chinese market. Under his leadership, the subsidiary recently achieved record-breaking financial performance and exhibition outcomes. In response to challenges such as post-pandemic economic deceleration, escalating trade tensions, and a contracting consumer market, the company has adopted a multifaceted approach: "We consistently engage with our clients proactively, optimizing services, facilitating content exchange, and providing technical support to help exhibitors navigate ongoing challenges." Looking ahead, the Group is committed to intensifying its focus on the Asian market. Darren Guo added, "We firmly believe that Asia will be the fastest-growing region globally over the next 10 to 15 years. We will continue to deepen our presence in the Chinese market and strengthen Sino-German and Sino-European trade collaborations. Several new projects are already planned for 2025, with significant developments anticipated in Asia over the next two years."

Darren Guo, Managing Director of  NürnbergMesse China, being interviewed by the media

From its inception with just 30 exhibitors to its current scale of 300, CBCE's tenfold growth over a decade exemplifies NürnbergMesse Group's successful localization strategy. Peter Ottmann attributes this success to balancing a global vision with local implementation.

"Craft beer remains a hot topic in China, particularly attracting young people. CBCE's visitor is youthful and vibrant, which is delightful. The exhibition itself is also young, with immense potential. Looking ahead to the next ten years, we believe this momentum will continue. NürnbergMesse China has not only successfully rooted CBCE in the Chinese market but will also expand its reach through its Asian operations," said Peter Ottmann.

In China, despite challenges in the industrial beer market, the maturity and personalized demands of consumers have driven rapid development in the craft beer industry over the past decade. Reflecting on CBCE, Darren Guo expressed deep emotion: "The craft beer industry itself is full of emotional connections, and the tenth anniversary is a significant milestone for our team. CBCE has always aimed to grow alongside enterprises and the industry. Through our platform, we've genuinely promoted industry development, thanks to the support of exhibitors, partners, and visitors. It's an honor to have co-created a decade of brilliance with the industry."

Looking to the future, Darren Guo remains confident: "According to feedback from exhibitors, China's craft beer market will accelerate over the next 5-10 years. Additionally, craft spirits like whisky and gin show strong growth potential. As a platform provider, we are committed to helping exhibitors in machinery, brewing, and raw materials explore market potential and jointly promote industry development."

CBCE 2025 On-site

Peter Ottmann sees the media as a vital hub for delivering value. “China is a powerful and highly competitive market, where international and local exhibition organizers compete on the same stage. To succeed here, one must deeply connect with customers and create unique value—otherwise, there is no room for survival. That’s why collaboration with the media is essential.”
 
Darren Guo further elaborated on the symbiotic relationship: “Media and exhibition organizers are natural complementary partners. Media help us tell our stories, and especially in the digital age, the ability to connect ‘data–content–resource acquisition’ has become a core competence for organizers.” He emphasized that the relationship between companies and media should go beyond that of a simple supplier—it should be a strategic partnership. Together, both sides can explore new business models in data application and content innovation. “In the next 10 to 15 years, we are committed to working hand-in-hand with industry media to build deeper, more meaningful collaborations.”
 
Over the past 50 years of globalization, NürnbergMesse Group has carved out a unique development path in the exhibition industry—rooted in trust and driven by innovation. Likewise, the ten-year journey of CBCE stands as a testament to the deep integration between a German enterprise and the Chinese market. The shared vision of Peter Ottmann and Darren Guo is clear: in the balance between transformation and tradition, only by deeply cultivating the local market and embracing open collaboration can we weather cycles and usher in a broader golden era.