Thursday, November 12, 2020

With Covid Cancelling Most Live Trade Shows One Port Finds a Way to Advertise at a Distance

Chinese Event Went Ahead Regardless of the Pandemic
Shipping News Feature

SPAIN – CHINA – WORLDWIDE – This year has produced problems for those wishing to advertise their wares and capabilities that have never even been envisaged before. In the field of logistics there has been an almost complete absence of trade shows as we have always known them, meaning companies have had to think outside the box to show their worth to the world.

In the case of Spain 44% of the containers handled to and from China in the Spanish port system travel via the Port of Valencia. Of these, 46% are full containers (imports), whilst 32% of TEUs that use Spain as a hub to redistribute containers in transit from China pass through Valencia.

Valenciaport is the fourth busiest European port and the 21st in the world in terms of connectivity, according to data from the United Nations Organisation for Economic Development (UNCTAD), and the main Spanish port in terms of container traffic. For the port management then the question was how could they reinforce the position of Valencia in the Asian market?

News that the China International Import Export (CIIE) event would go ahead, but with the strict limitations in place at the time, meant a rethink for the Port Authority of Valencia (PAV) which was keen to show its extensive connectivity with the Far East and the competitiveness of its infrastructures and services that position it as a strategic hub in the Mediterranean for maritime traffic between Europe and Asia.

The CIIE is one of the world's leading trade fairs in the logistics sector and PAV settled on employing the services of Chinese commercial agents to manage a stand at the event, plus a personalised virtual connection from Valencia for the exchange of information on the services and opportunities for Chinese and Asian companies offered by Valenciaport itself.

Using this the PAV sales team was able to strengthen connections with the Asian market as, via Valenciaport, it has commercial connections with 84 Chinese ports. Valenciaport is also the main port for moving goods from China to North Africa, which represents 70% of the goods unloaded in transit. On the other hand, 50% of the traffic loaded in transit to China comes from Canada and Brazil.

This weight and variety of traffic means that the Valencian port, which combines export/import traffic with transhipments, maintained commercial connections with almost 1,000 ports from 168 different countries during 2019 and operated 98 regular lines managed by 35 different shipping companies.

The CIIE of Shanghai is organised by the Ministry of Commerce of China and is held in the National Exhibition and Convention Centre in the district of Qingpu (Shanghai) and the organisers claim over 3,800 companies from 180 countries exhibit, putting their services before an audience of more than 400,000 visitors.

PAV says this vast event gave it the chance to disseminate to customers the commitment it is making to new infrastructures, such as the improvement of railway networks and digitalisation platforms, with tools such as ValenciaportPCS which facilitate the management of companies operating in the ports of Valencia, Sagunto and Gandía.