José Antonio Vicente is an authority in trade show circles, and as well as chairing the Spanish trade show association (AFE) he has expertise in public works machinery thanks to his close ties with this sector.
He is also director of the Zaragoza Exhibition Centre, setting for the International Show of Public Works, Construction and Mining Machinery (Smopyc).
With five months to go until Smopyc 2014 (1-5 April) Vicente looks at the evolution of the sector in recent months and answers whether the last show’s success will be repeated.
“I think we have to be optimistic, yet realistic and proactive. An economic recovery is now being discussed in many arenas, but the building industry doesn't have the same outlook. In fact, the latest forecasts by
“In all these years of crisis, a lot of firms have repositioned, downsized and looked outside of Spain.
Asked if the market in machinery sales has hit rock bottom, he replies: “Some experts believe that the sector has already hit rock bottom and that the market in new machinery sales cannot fall much farther, so by late 2013 there might be a shift in this trend. Another widespread opinion is that this crisis will serve to harness and boost productivity, with greater specialisation in machinery and a search for lower fuel consumption. In any of the possible scenarios, Smopyc will continue to accompany professionals in their journey towards recovery, exercising its vocation for service to public works machinery firms and the sector in general.”
In 2014, the 16th show will be held at the Zaragoza Exhibition Centre, and Vicente is keen to outline its strengths in the current climate.
“An event that is about to turn 40 builds up know-how that is invaluable for exhibitors and visitors and is of undeniable international repute.
“The expertise and results across this period of time are its greatest credentials. In addition, this event is trusted by professionals and unconditionally supported by the sector. With an organising committee made up of 22 firms, 19 organisations and national and international associations, this is another of its strengths.
“If we add to this the great facilities of the site, a large exhibition space and spacious outdoor areas for demonstrations, the most affordable rates possible, leading to greater profitability, and advertising and communications support, the conclusion is that participation in Smopyc 2014 should be compulsory.”
Vicente says that the Spanish construction machinery industry has a solid reputation in international markets and is highly appreciated by users.
“Traditionally, depending on the sub-sector, it is usual to find Spanish manufacturers with significant market shares. Logically, the crisis has affected exports, but there is a growing presence of Spanish machinery in markets like the Middle East, the United States and Asia.
“The Spanish offer is based on high-tech machinery that is good value and competitively priced. What's more, in terms of health and safety and environmental aspects, our machinery is of a very high quality as it abides by European legislation on these areas, which is a lot more advanced than in most other countries.”
Vicente also suggests strategies that he feels firms should pursue at such a critical time.
“Three basic tools: internationalisation, innovation and diversification,” he says.
“As is tirelessly repeated, internationalisation is not an option, it is an obligation for the survival of companies. Companies need to have versatile structures to adapt to markets and overcome the hurdles thrown up in internationalisation processes, such as dealing with the peculiarities of destination countries, including the various pieces of legislation that they need to be aware of. For this reason innovation is just as important. Not just in terms of the product itself but within the actual organisation. The company needs to be open to new processes, partnerships with other firms and so on.
“As regards diversification, companies can and should look at other sectors that could be candidates for the use of machinery that has traditionally been used for construction and which present greater dynamism and potential for growth, such as materials handling, recycling, scrap, landfill management and the farming and forestry industries.”
So how does Smopyc’s international vocation present itself and how can it help firms devise their own strategies for internationalisation?
“Internationalisation is an ongoing activity at Smopyc; it is at its very core. In the challenge of internationalisation and the opening of new markets, Smopyc could be a huge help for firms, establishing synergies, facilitating contacts and enhancing services to attract international visitors,” says Vicente.
“I should explain that Smopyc 2014 began working on international promotion on the same day the 2011 event ended. For this reason we have attended all the international construction events such as
And for the 2014 event a number of aspects have been enhanced.
“The main areas of work we have enhanced include widening the show's international appeal, making it a framework for a variety of industry-wide events, and boosting RDI through our awards for technological innovation.
“We have been working, and we continue to do so, to achieve a competitive show, with rates adjusted to the situation the market is experiencing, driving down participation costs, without compromising on the quality of facilities and services. Similarly, we have very favourable arrangements in place with local hotels and with Renfe, the railway network, and Iberia, the airline.
“In 2014 Smopyc and LOGIS, which will hold the International PILOT Show, one of the world’s leading congresses in supply chain management and a must for anybody in the industry, are on at the same time, from 1-3 April. Although they are different shows they share significant features, such as the logistics of infrastructures. This subject will be broached at the Congress and will see the participation of our country’s leading building companies, thereby forging strong ties with Smopyc. It is certain to be a very positive relationship for both shows.”
Smopyc 2014 will be a major showcase for innovation, an aspect that is shored up by the awards for technological innovation, and Vicente is sure there is much in store for public works machinery in terms of innovation.
“Our awards for Technological Innovation are a firmly established tradition that boasts significant international repute. The firms that enter also appreciate the category of the panel of judges, presided by Ricardo Cortés, technical director of the association of national construction firms (SEOPAN).
“In terms of trends in innovation, it is clear that technological enhancements focus on increasing the productivity of systems and equipment, making them more user- and environmentally-friendly. I think that the main challenges for new developments in machinery and equipment lie in achieving more power, greater efficiency and lower fuel consumption.”
He added: “Smopyc 2014 will definitely have huge international repercussions. It will be an occasion to find all of the supply and demand in the sector and the best business platform in one place. It will be five days filled with opportunities: exhibitors will find new opportunities for business and business contacts and visitors will have privileged access to information on everything that is happening in the sector: new products, techniques, equipment and offers.
“My advice is for participants to seize this opportunity to get the most out of their investment, pull out all the stops, compete and be ready to do business and some invaluable networking.”
