How MosBuild helps companies in the DACH region expand in Russia

Trade between Russia and Germany, Austria, and Switzerland has remained strong in recent times despite EU sanctions.

Austria’s trade with Russia increased 40% over the past year, while Germany’s trade rose nearly 23% in 2017.

So how are companies from the DACH region succeeding in Russia – particularly the build and interiors sector? One of the most effective tools for business success on this huge market is MosBuild – the country’s largest building and finishing materials exhibition.

Attracting some 65,000 build and interiors industry professionals, MosBuild is ideal for meeting new distributors and partners and presenting the latest innovative products to the market.

We spoke to some past MosBuild exhibitors from the DACH region to find out how this major event benefits them.

Promoting cutting-edge products

You can’t beat seeing a product first-hand for understanding how it works, so presenting their latest innovations to existing and potential clients and partners is key for many of the companies we spoke to.

“We’ve participated in MosBuild for 15 years to show that we’re here in the market and to showcase our latest innovations,” said major sanitary fittings manufacturer Hansgrohe. “In terms of image and product promotion, this show is the best tool for us and helps boost sales. It’s the most important fair for us in Russia, definitely.”

Getting their latest products out to the market is also important for Villeroy & Boch: “As a key player on the Russian market, we feel it’s important to be at MosBuild with our new products. It’s a good place to communicate with the bathroom and sanitary ware market.”

While adhesives and sandwich panel technology manufacturer Weiss Chemie said, “Mosbuild gives us the opportunity to showcase our products and innovations to our partners and customers, and to talk about our successes and give technical advice first-hand. We invite all our contacts to the show to give an opportunity to communicate with them face-to-face.

“The exhibition’s business atmosphere is the best way to improve relations with partners and effectively establish communication at any level. The show not only leads to increased sales, it encourages brand loyalty among our partners and consumers, and allows us to increase our customer base.”

Meeting a highly-targeted audience

As the primary meeting point for Russia’s build and interiors industry, the event is the best place to meet the people influencing the market and form new partnerships.

“We exhibit at MosBuild regularly and are absolutely certain that this is 100% our target audience,” says sanitary ware manufacturers Geberit. “We choose MosBuild because it’s the place to meet our target audience – business partners – it’s a B2B audience.”

“The exhibition’s visitors are the market players who set the trends for demand. For us, it’s important not only to be on trend, but to set the trends too. And we know exactly who we are presenting our products to,” said Weiss Chemie.

For wallpaper adhesive and paint firm Pufas, direct communication with the market is also vital: “Thanks to communication with manufacturers of wall coverings, wallpapers, and paints, we’re on the pulse of market trends and can quickly react to customer requirements and guarantee our customers consistently high professional quality.”

Working on the Russian market

So how do these companies perceive the Russian market and its prospects for the future? And what advice would they offer for others?

“We feel optimistic that the Russian market is growing and has lots of potential,” say Villeroy & Boch.

“We’d highly recommend European companies enter the Russian market – especially through the exhibition – and have employees who speak Russian,” recommends Pufas. “Russia is a huge, developing country and it would be a big mistake not to be present in this market. Russia - Germany - Europe – it’s one big whole that should cooperate!”

“The wide geography of the Eastern European market requires not only modern and multifunctional solutions, but also knowledge of the Russian mentality. We employ the right employees; a group of talented people that speak excellent Russian and make Russia more understandable for the German mentality. As a result, everyone who turns to us finds a clear and concrete solution,” say Weiss Chemie.

Exhibit at MosBuild 2019

Are you looking to expand your company on the Russian market?

Join 1,500 of the world’s top building and finishing materials suppliers at MosBuild 2019 and gain direct access to this market.

Of the 65,000 visitors, 97% are decision makers or influencers from wholesale and retail companies, construction companies, interior designers, and architects.

Enquire today to learn more about how the show can help your organisation.