November 8 to November 11, 2022 in Moscow «Expocenter» will host the 15th Moscow International Exhibition of MITEX tools, equipment and technologies.

Those who have regularly participated in the exhibition for a long time, call the long-awaited industry event as «tool new year» and prepare for it accordingly - long before the event. Every year the organizers - exhibition company «Euroexpo» - not only surprise the discerning public, but also create a platform for solving the current problems of the industry.

The general director of «Euroexpo» Olga Moiseeva will comment on the history of the exhibition and how it looks today.

Olga Moiseeva has more than 20 years of experience in organizing conferences, exhibitions, innovative forums: Management Association, ID Independent Media Sanoma Magazines, ANO «Institute of Regional Policy», Innovation Forum Foundation («ROSNANO» Group), LLC «Technopark Skolkovo». Since 2021 - general director of the company «Euroexpo».

«Euroexpo» group for more than 28 years is a provider of congress and exhibition services «full cycle» and specializes in organization of various forums and exhibitions, having its own production certified in accordance with ISO, SRO standards. Since 2009 «Euroexpo» has been providing services on such projects as SPIEF (2009-2021), APEC Forum (2012), G20 Forum (2013), BRICS Summit (2015), World Festival of Youth and Students (2017), Eastern Economic Forum (2016-2021), Russian Energy Week, etc.

– Olga, you have broad experience in organizing exhibitions and business events. How did you start working in one of the most male-dominated industries - the tool industry? – By the time I came to «Euroexpo», I managed to work in the innovation sector - in the development institutes «Rosnano», «Skolkovo», which activities are connected with the high-tech sector in almost all economic sectors. At one point, I was wondering how innovations ware reflected and implemented in the industrial sector. So, in 2019 I decided to lead the exhibition direction «Euroexpo», among the projects of which the exhibition MITEX.

I remember very well one of the first MITEX meetings in 2019. The meeting was attended by all major industry participants, the important issues of the upcoming exhibition were discussed such as novelties that will be presented, including those related to the use of the latest technologies, including artificial intelligence. And it was then that this industry was open to me from the inside, and I realized that despite my experience, I had a lot to learn about innovation. The tool industry is a big direction where scientific developments find application and become a reality in automation, industry and everyday life. For example, 20-30 years ago it was difficult to imagine robotic lawn mowers or welding equipment with the ability to collect and analyze data on the welding process, but today this does not surprise anyone.

– This year the exhibition marks the anniversary - 15 years. Today MITEX is one of the main tool industry event not only in Russia, but also the CIS. Can you please tell us, what lies behind such a large-scale event? How did it start? – The exhibition was first held in Russia in 1998 under the name InterTOOL. It immediately attracted the attention of international tool manufacturers and declared itself as a platform where the most modern and most popular technologies and products are presented. It so happened that new companies that entered the Russian market, immediately joined the exhibition, which made it a platform that brought together almost all market participants. In 2008 there was a rebranding and since then the exhibition is known under its current name - MITEX (Moscow International Tool Expo).

In fact, the combined experience of these two exhibitions is more than 20 years of work in the tool market. We have successfully overcome the crises of 2009 and 2015 accepted the challenge of 2020 without losing the leading position in Russia and the CIS. MITEX, as always, remains the largest annual international event of the tool industry, the authoritative platform for finding new partners and contracting. 2019 was a record year for the exhibition in terms of the number of visitors and exhibitors: 558 companies from 21 countries, 22000 visitors, the total area of the exhibition was 22100 m². No event was held in 2020 due to the pandemic. The results of MITEX-2021 were: 200 companies-exhibitors from 12 countries of the world, more than 9000 specialists-visitors.

– Companies annually revise their calendar of exhibitions: some events remain, others are canceled. However, MITEX year after year gathers the elite of the tool market. What explain the loyalty of participants? – Well, first of all, our exhibition has no analogues in the Russian market. There are projects on related topics - specialized construction, forestry, automobile - but none are covering the full range of tools and equipment.

Secondly, the key to success is the right strategic partner. For many years, we have been working closely with the RATPE Industry Association (Trade Companies and Manufacturers of Power Tools and Small Mechanization). This gives the opportunity to follow the trends and promptly respond to the current market needs. We are particularly aware of the practical benefits of this cooperation over the past three years - during and after the pandemic. So, in order to fully consifer and reflect the interests of our clients, we adjust some ideas and tasks in the process of preparation of the exhibition. This approach does not go unnoticed by our partners, so they stay with us for a long time.

Third, loyalty comes from people, not companies. MITEX is not only a platform for solving business tasks, but also an industry event - tool New Year. According to their stands, the companies organize a competition of show programs - who have a brighter performance of singers, dancers, comedians. There was even a company that prodused shovels - which made a guitar from a shovel and arranged a musical concert. As organizers, we believe that solving serious problems in relaxed atmosphere is much more pleasant. And we are grateful to our partners and participants, because it was their trust that allowed us to stand and keep MITEX in difficult times.

– Any major exhibition is a business project, with its own features and organization secrets. What is unique about this expo and why should visitors and exhibitors come here? What new products are you preparing this year? - There is no secret really. Our project is based on five principles: Business. First of all, the exhibition solves business tasks of participants and visitors, promotes the development of the tool market. International membership of exhibitors and visitors. Even in 2021, despite continuing restrictions, companies from 12 countries presented their solutions at the exhibition. Technology. The exhibition demonstrates modern solutions in the field of tools and equipment. Skills. Using solutions, materials and technologies from our exhibitors, the instrumental community is growing professionally, craftsmen with their own hands create high-quality products. Perception of industry. We are interested in the state of the market, develop and adapt with it.

Our traditional audience can be segmented into three large categories: representatives of wholesale, retail and Internet trade - 51.69%, construction companies, repair crews and private masters - 28,11%, representatives of metal working and wood processing enterprises, furniture, timber industry, machinery, transport, etc. - 20.19%.

However, the Russian market is undergoing serious structural changes. On one hand, over the years MITEX has gathered participants of the market of specialized trade of Russia, trading networks and the main suppliers of e-comm, which act as intermediaries between B2B and B2C customers. On the other hand, due to the withdrawal of European companies, we see a growing demand for service, repair and restoration of machinery and equipment (due to difficulties in buying new equipment and parts)..

Therefore, this year in addition to the traditional audience, we plan to attract industrial and service enterprises from mining, forestry, construction, general and heavy engineering industries. The special feature of the anniversary exhibition will be an extended range of tools for processing various types of materials, welding, servicing cars, special machinery and industrial equipment.

Поэтому в текущем году, помимо традиционной аудитории, мы планируем привлечь промышленные и сервисные предприятия – добывающей, лесной, строительной отрасли, общего и тяжелого машиностроения.
Особенностью юбилейной выставки станет расширенный ассортимент инструмента для обработки различных видов материалов, сварки, сервисного обслуживания легковых автомобилей, спецтехники и промышленного оборудования.

MITEX presents tools and equipment of industrial and domestic purposes in more than 27 thematic sections, the main of which are hand-held electrical and mechanical tools, equipment for metal working, forestry industry, construction, maintenance and repair.

– The exhibition, as a mirror, reflects the state of the industry and trends. How has the exhibition been transformed in recent years? – The advantage of the MITEX exhibition is that it is a platform where manufacturers, suppliers, consumers, sellers meet. You can get full information about various tools, about competitors - who has something new, what are the market trends. For example, at the exhibition a few years ago, only one company demonstrated the cordless tools, and today it's presented almost by every major manufacturer. Trend confirms the statistics. While in 2005 the ratio of cordless and corded tools on the Russian market was 10 and 90%, in 2021 the share of cordless tools was already 31%.

This year we have faced a new challenge - the strongest sanctions pressure on the Russian economy. Many European companies, permanent participants of the exhibition, were forced to suspend their activities in Russia, someone have difficulties with the delivery of goods from Europe. Nevertheless, we see the confidence of the leaders of the Russian instrument market in the exhibition, we note the interest of Chinese manufacturers aswell.

We also look forward to the participation of representatives from Turkey and India. Among the visitors are as familiar to all brands of international level, such as OBI, Leroy Merlin, Castorama, Ozon, buyers from federal networks - «Petrovich», «vseinstumenti.ru», «220 volts», DNS, «MaxidoM», and large regional specialty offline - and onlinehypermarkets - from Russia and CIS countries. Moreover, we see that at the exhibition representatives of the spheres of construction, production, logistics, transport service.

It is safe to say that the MITEX audience is getting younger. Until 2019, visitors to the exhibition were mostly older than 35 years, closer to 40, but in the last three years we see that the age limit is decreasing. This is also justified by the gradual restoration of the prestige of working professions. Human resource shortages and shortages are one of the major areas of work in many industrial sectors. Understanding this, we build cooperation with universities, such as MSSU, construction colleges. We invite teachers together with students to come to the exhibition and give an opportunity to test the presented equipment, to acquaint them with the main technological trends.

– MITEX from the very beginning is not only a «showcase» of the tool market, but also a significant business platform where companies find answers to current and long-term challenges. What topics come to the fore plan today, and which, on the contrary, have become less important to the market? – This year’s business program and discussion formats will really be the core of the exhibition. Let’s discuss sensitive issues such as renovation of supply chains, replacement of traditional suppliers by new suppliers, access to new distribution channels and large industrial customers, coordination of supplies with state registration authorities, protection of brands and intellectual rights of suppliers operating in the Russian market from unfair competitors. In addition, the business block will include annual strategic themes - current market trends, new stages of growth and overcoming, marketing and technology promotion in the market.

In 2022, MITEX will work closely with the Department of Machine Building and Heavy Machinery of the Ministry of Industry and Trade of Russia. The exhibition will serve as a platform for operational interaction of state agencies with enterprises of instrumental industry and the collection of consolidated feedback on support measures and mechanisms of stimulation of product provision through domestic production or import substitutions of competitive equipment and tools. In addition to the business program and traditional demonstration formats - carpentry show, master classes and wood carving school, we will pay attention to personalization of demand and supply. It is planned to organize a procurement area: a professional visitor will have the opportunity to schedule meetings with a number of suppliers in advance, for 30 minutes of short negotiations to get the maximum possible offer map for their tasks. The exhibition is a community that values not only financial well-being, but also intangible assets such as skills and professionalism and unity to achieve goals.

– The anniversary of the exhibition is a good opportunity summarize the past years achievements and look to the future. How do you see the exhibition in 5-10 years, what are you looking forward to? – MITEX is much more than just a business platform that gathers exhibitors and visitors four days a year. This is primarily a community of leaders and professionals, for whom it is important to create and influence the development of the market - it's size, investment attractiveness, development of human capital, attracting personnel. We also understand that with the rapid development of digital technologies MITEX is waiting for digital extension in the next two years. The Internet provides an opportunity to multiply the scope of possible contacts, and we as event organizers, envisage such an opportunity - in the form of advance access to an expanded database of participants registered on our online platform. Planning and direct personal meetings on the days of the exhibition give quality and depth of development of contacts.

– Many representatives of the tool industry have already marked the dates of the exhibition in the calendar as mandatory for visit. What would you say to those who still have doubts? At a time when business is experiencing difficulties and structural transformation, it is essential to maintain close communication with clients, strengthen relationships with partners and seize the opportunities for growth that have emerged. The new redistribution of power is tacking place right now, the market is full of empty niches and this is a great chance to catch on clients who have been left without foreign suppliers. We also believe in the strength and quality of our MITEX exhibition, which has passed the test of time, as well as in the new opportunities that open up companies in this era of changes. The trade show remains one of the most important and stable communication tools, helping to maintain and develop the tool business in several directions: from the amateur and household segment to professional and industrial use.

We will be glad to see everyone at the 15th anniversary exhibition MITEX at CCC «Expocenter» on November 8-11, 2022!