(7 th -10 th April, 2016)

Transcription

1 (7 th -10 th April, Karachi Expo Center TRADE DEVELOPMENT AUTHORITY OF PAKISTAN

2 Table of Contents Contents 1 AN OVERVIEW: (A journey from EXPO to TeXpo) MARKETING STRATEGY FOR TEXPO 2016: LOCAL MARKETING: INTERNATIONAL MARKETING: UNFOLDING OF THE EVENT: Inauguration Dinner at Sindh Governor House: Ribbon Cutting of TeXpo: THE THEMATIC PRESENTATION OF TeXpo Pakistan I am Pakistan composite: Sharing a Common Thread IT S ALL ABOUT BUSINESS: High Level Business Meetings: BUSINESS TO BUSINESS (B2B) MEETINGS: B2B MEETINGS BETWEEN EXHIBITORS AND FOREIGN BUYERS: FEEDBACK RECEIVED FROM FOREIGN DELEGATES: FASHION SHOW: Food Court in partnership with Karachi Tea Festival: Conclusion: Achievements of TeXpo: MoUs signed: Recommendations:

3 ACKNOWLEDGMENT: The Team TeXpo is grateful to the Minister for Commerce, the Ministry of Commerce, the EDF Board, the Management of TDAP, and Ministry of Textile Industry for their unflinching support in holding of the maiden textile exhibition at Karachi Expo Center. We also acknowledge the proactive role of our Trade missions across the globe for brining international buyers and buying houses for the event. We also acknowledge that this event would not have been successful without the support from Exhibitors from across the country, and the support provided by Divisional Administration of Karachi and Sindh Police. 2

4 AN OVERVIEW: (A journey from EXPO to TeXpo) The Trade Development Authority of Pakistan (TDAP) has been organizing the General Expo Pakistan (mega event) in Karachi since The Expo Pakistan has become a synonym with TDAP and a major brand in the international exhibition calendar. Its primary focus has been on displaying all the major exportable merchandise products under one roof. However, over the passage of time, a need was felt to organize sector specific exhibitions to have more focused B2B interaction of Pakistani exhibitors and foreign buyers and also to provide opportunity to Pakistan s Trade Officers and Pakistani Missions to put in a dedicated marketing efforts. In view of above, Ministry of Commerce and TDAP decided to hold maiden sector specific exhibitions in 2016 instead of Expo Pakistan exposition as an experiment for promotion of specific export sectors of Pakistan in a more effective and dedicated way. After a detailed market survey, the Textile sector, being the major exportable sector contributing more than 55% of total Pakistan merchandise exports was selected for the purpose and a dedicated team named as Team TeXpo was tasked to start local and international marketing and get pulse of the stakeholders for the maiden sector specific expo. The Team TeXpo under the guidance and able leadership of senior management at TDAP conceptualized the theme of TeXpo- Sharing a Common Thread and developed a logo and published marketing material, which was sent to our trade missions for international marketing. And simultaneously the team TeXpo started contacting the local exhibitors through the country to participate. 3

5 After getting positive feedback and looking at the enthusiasm of the team and the market, the TDAP planned to hold the maiden TeXpo Pakistan from 7 th to 10 th April, 2016 at Karachi Expo Center (KEC). The event was organized in four halls of Karachi Expo Centre, while in the fifth hall, a dedicated food court with a special theme and layout, was organized with the cooperation of the management of Karachi Tea Festival, and exhibitors were discouraged to have food stalls in each hall. The products on display were grouped together in all the four halls under following classification: Hall No. 01: Cotton, Cotton bags, Thread, Cotton yarn, Yarn, Fabric, knitwear, hosiery, carpet & rugs, sportswear etc. Hall No. 02: Readymade garments, Pret & High end fashion. Hall No. 03: Home Textile & related products, Leather, Leather garments & Leather accessories. Hall No. 04: Terry Towels. 4

6 MARKETING STRATEGY FOR TEXPO 2016: LOCAL MARKETING: After the development of the special theme and logo of TeXpo, the publicity material (Standees, Posters, Brochures) were got printed along with development of a dedicated web link for TeXpo on the TDAP s official website. The material was distributed to all leading Textile Associations, TDAP s regional offices, Ministry of Commerce and Ministry of Textile Industry. Besides this, advertisements were also issued in the leading national dailies from time-to-time. For the local marketing of this maiden brand TeXpo, TDAP nominated product officers in November These officers held various meetings with the major stakeholders i.e. Textile Associations and High-end textile brands to persuade them to participate in the event. As a result of this, 223 exhibitors from all the major cities of Pakistan participated in the event, representing value added sector like readymade garments, Towels, Bedsheets, Hosiery, Made ups, Carpets, High-end Fashion garments etc. All textile associations encouraged their members to participate in the event. Like previous mage events, TDAP provided and arranged special meeting places for Federation of Pakistan Chamber of Commerce & Industry (FPCCI) and Karachi Chamber of Commerce and Industry (KCCI). Following are the big local brands which participated in TeXpo: 1. Gul Ahmed 13. Shehla Chatoor 2. ChenOne 14. Zaheer Abbas 3. Sapphire Textile 15. Wardha Saleem 4. Shabbir Textile 16. Deepak Parwani 5. Sitara Chemicals 17. Gohar Textile 6. Soorty International 18. Ahmed Textile 7. Amir Adnan 19. Ali Textile 8. FNKASIA 20. Highway Creation 9. Zainab Chhotani 21. Afroze Textile 10. Sanam Choudhry 11. Nomi Ansari 12. Gulabo 22. Mima Leather 23. Al-Karam Towels 24. United Towels 5

7 Hall Layout of TeXpo

8 Hall-4 7

9 INTERNATIONAL MARKETING: All the trade missions of Pakistan, started marketing the concept of TeXpo Pakistan to the business communities in their areas of jurisdiction since January The Ministry of Commerce also issued directions to the trade officers to focus their energies in promoting the event in relevant business circles and bring serious and quality buyers to witness the first ever sector specific exhibition in Pakistan Despite the issues of law and order in the country and unfortunate incident in Lahore on the Easter day, they were successful in convincing international buyers and big buying houses that Pakistanis are a resilient and hospitable nation and the business opportunities there are worth seeing. The efforts of our trade officers yielded results and consequently, more than 450 international buyers from 40+ countries visited the TeXpo. As a market strategy, TDAP extended hospitality to the visiting delegates based on their business and recommendations of the mission Hospitality Approvals for Texpo Hospitality Categories A: Airfare + Accommodation B: Airfare C: Accommodation D: Facilitate in Room reservation E: Facilitate at Airport Category A Category B Category C Category D Category E Mission s Recommendations TDAP Approvals Confirm Visited 113 8

10 LEBANON MALDIVES NIGERIA POLAND QATAR REPUBLIC OF RUSSIA SAUDI ARABIA SINGAPORE SOUTH AFRICA SOUTH KOREA SPAIN SRILANKA SUDAN THAILAND THE NETHERLANDS TUNISIA TURKEY UAE, UNITED KINGDOM URUGUAY USA VIETNAM ARGENTINA AUSTRALIA BAHRAIN BELGIUM BOSNIA AND BRAZIL CHINA COLOMBIA CZECH REPUBLIC FRANCE GERMANY HONG KONG INDIA INDONESIA IRAN ITALY JAPAN JORDAN KAZAKHSTAN KYRGYZTAN KENYA KUWAIT Countries participated in Texpo Participation confirmed by Mission Visited Countries participated in Texpo Participation confirmed by Mission Visited Following are the major International brands / sourcing/buying houses that participated in the event: 1. Olivier Lapidus from France 2. Marks and Spencer from London 3. B&C Collection from Belgium 4. Lotte Mart from South Africa 5. Shinatomo from Japan 6. ITO-Yokado from Japan 7. Yonex from Japan 8. Marubeni from Japan 9. Super Muffato from Brazil 10. APACINITI from Indonesia 11. SEPTWOLVES from China 12. Teddy S.P.A from Italy 13. Fifth Factory from Spain 14. Basic Resources from USA 15. Green Source from USA 16. GARCO MAY 10 from Vietnam 17. DET from Vietnam 18. Firma-gamma FROM Russia 19. ELAND from South Korea 9

11 UNFOLDING OF THE EVENT: Inauguration Dinner at Sindh Governor House: As the tradition goes, the TDAP hosted a dinner in the honor of visiting delegates at the Sindh Governor House on 6th April Mr. Risad Badhiutheen, the Sri Lankan Minister for Industry and Commerce also graced the occasion as guest of Honor. The dinner was attended by the Secretary Commerce, visiting delegates from the world, the diplomatic community from Karachi, representatives of Pakistan s trade bodies, select businessmen, government functionaries. The Federal Minister for Commerce, Engr. Khurram Dastgir Khan, in his address, highlighted the significance of holding this exhibition and remarked that despite the negative impression of Pakistan s law and order situation being portrayed by international community, the presence of large number of serious buyers from across the globe in the city of Karachi is a proof in itself that the Pakistanis are a resilient nation and will never be deterred by the terrorists acts. Addressing the audience, the speakers including the Chief Guest, the Governor of Sindh Dr. Ishrat ul Ibad Khan, and Mr. Risad Badhiutheen the Sri Lankan Minister and Guest of honor, appreciated the efforts of the TDAP in hosting such a mega event in a city that was being seen as a troubled city. 10

12 Ribbon Cutting of TeXpo: The first ever sector specific exhibition-the TeXpo Pakistanwas announced open for international buyers by cutting ribbon by Honorable Engr. Khurram Dastgir Khan, Federal Minister for Commerce; Mr. Risad Badhiutheen, visiting Sri Lankan Minister and Guest of Honor; Mr. Azmat Ali Ranjha, Federal Secretary Commerce, Mr.S M Muneer, Chief Executive TDAP and Ms. Rabiya Javeri Agha, Secretary TDAP at Karachi expo Centre on 7 th April, 2016 at 1100 Hrs. They later visited all the halls and saw the products on display. The federal Minister for Commerce also spoke to the media on the benefits of holding this exhibition on the economy of the country, and projecting soft and resolute image of Pakistan. Big buying houses like YONEX from Japan, BASIC RESOURCE & GREEN SOURCE from USA, MARUBENI from Japan, ELAND from South Korea, SUPER MUFFATO from Brazil, SEPTOWOLVES from China and TEDDY S P A from Italy attended. Sri Lankan Minister applauded the quality of the exhibition and especially the overall ambiance of the event. He expressed his satisfaction that Pakistani textile products are best in the world and for Pakistani business community, Sri Lankan is a potential market whereby Pakistan s textile exports could increase manifold. He extended invitation to the TDAP to hold single country exhibition in Sri Lanka to boost trade ties between the business communities of both brotherly countries, which was accepted by the concerned authorities. 11

13 THE THEMATIC PRESENTATION OF TeXpo Pakistan To depict the theme of TeXpo- Sharing a Common Thread- and to create a wow factor, the TDAP, with the creative support of Pakistan Institute of Fashion Design (PIFD) and its faculty member Mr. Hassan Riaz, displayed the composite stalls at the main Congress Center and showcased the life cycle with spools of threads. I am Pakistan composite: In the Atrium, he displayed the composite I am Pakistan. Atrium ("I am Pakistan") I am Pakistan is a composite that represents the sweat and soul of Pakistani people who put their lives in hard work for the creation of the most and best quality cotton yarn and fibers in the world for export. So the composite shows thread wrapped and mummified symbolic human figures that is an implementation of labor power of Pakistan over heading the machines creating the map of Pakistan with best quality of thread showing Pakistan as the central of the world for best cotton t h re a d export in the world. By Hassan, PIFD 12

14 4.2 Sharing a Common Thread- 13

15 IT S ALL ABOUT BUSINESS: High Level Business Meetings: Minister for Commerce, Engr. Khurram Dastgir Khan, along with Secretary Commerce, Azmat Ali Ranjha, C.E. TDAP, Mr S. M. Muneer, and Secretary TDAP, Ms Rabiya Javeri Agha held high profile meetings with the delegations from France, China, Kazakhstan, Belgium, Netherlands, Vietnam, Spain and Germany. The delegations appreciated the role of Ministry of Commerce and TDAP in organizing such an important textile related event in Karachi, Pakistan. They all appreciated and thanked for the hospitality and providing them an opportunity to witness best quality textile products on display, and showed keen interest in placing export orders after meeting with the exhibitors. The delegates also encouraged the ministry of commerce to hold such sector specific exhibitions on regular basis to have focused buyerexhibitor interaction. They admired the overall ambiance of the event and acknowledged Pakistan s quality in the textile sector. 14

16 BUSINESS TO BUSINESS (B2B) MEETINGS: On the second day i.e. 8th April 2016, Chief Executive TDAP and Secretary TDAP c o n t i n u e d t o hold B2B meetings with delegations of South Africa, Uganda, Nigeria, Ghana and Laos, Argentina, Panama, Brazil, Colombia, Peru and other buyers from the remaining countries. The senior management of the TDAP in meetings with the visiting buyers explained to them the purpose of organizing the first ever Textile specific exhibition. The international buyers also appreciated and told that they were waiting quite long to have such a sector specific exhibition, so that they can focus on one product of their interest while visiting Pakistan. Further, they showed their satisfaction on the quality of products and yarn on display and the setup of the halls and told that they have placed huge export orders with various exhibitors on the first day of event and will be having more business meetings and factory visits in the remaining days of the exhibition. 15

17 B2B MEETINGS BETWEEN EXHIBITORS AND FOREIGN BUYERS: The Business To Business meetings between the buyers and the exhibitors continued throughout the event and a result of that approximately 700 such meetings were held, 50 factory visits happened and hundreds of the interactions on the stalls were seen. A couple of MoUs were signed between the international buyers and the premier trading chambers FPCCI and KCCI in the purpose built chambers in Karachi expo center. The President FPCCI was much appreciative of the seriousness of international buyers and hopeful that this exhibition will result in huge export orders. The Thailand delegation discussed the signing of Pak-Thailand Free Trade Agreement and asserted the significance of early signing of the agreement; they showed keen interest in export of cotton yarn. The Grande Asset of Thailand expressed interest in products of home textile for hospitality industry. The delegates from India, Singapore and Indonesia, showed particular interest in the Pakistani carpets. The Indonesian delegation held fruitful meetings with the exhibitors of footwear, tents and canvas and other textile products. The Indian delegation exchanged views regarding great potential for trade between the two countries in the textile sector but also discussed the constraints of trade. The delegates from the South American states of Argentina, Brazil and Columbia expressed their interest to diversify their import range from Pakistan which previously was focused on yarn. The delegation from Jordan led by Aman Chamber of Commerce & Textile and Ready-made Clothes syndicates shared great enthusiasm for hosting a Single Country Exhibition of Pakistan to be organized by the TDAP in Jordan and also encouraged increased sharing of business delegation between the 16

18 two countries. The Yonex, Sports Company from Japan expressed great interest in sportswear and sports socks. The Mitsubishi Fashion was keen to explore high value garments. The delegates from Belgium showed keen interest in the Home textile sector. Feedback from the exhibitors was very positive on seriousness and quality of foreign buyers. The exhibitors were particularly impressed by the seriousness of the buyers from France, South Korea and Sri Lanka. The reported outcome of business deals which have been materialized so far amounts to approximately USD 225 million, based on which it is expected that the actual business may be yield up to USD 700 million (as many exhibitors did not share the actual quantum of export orders but revealed that they got business). 17

19 FEEDBACK RECEIVED FROM FOREIGN DELEGATES: The over-all feedback from the foreign delegates, as conveyed by various Trade missions is very encouraging and appreciative of the fact that the event was organized in very orderly manner and this sector specific exhibition gave them a chance to have better and more focused B2B interactions on site and off site. Some of the comments conveyed are boxed below. Texpo Pakistan 2016 is the first time exhibition that Vinatex participated and highly assessed the long-established Pakistan textile industry which is famous for yarn of all kinds, good fabrics, leather and other textile materials. We will communicate with our 400 corporations and companies to look for business opportunities and keep contacts with Pakistani textile companies. VINATEX, Vietnam To my view, Texpo Pakistan this year was organized successfully with large scale and very impressive design. Especially, 3 night participation at Fashion Show has changed my view on Pakistani Textile Industry. Fashion Show includes many big brands like Wardha Saleem, La la Textile, Zainab Chottani, Zaheer Abbas, Nauman Arfeen and Nida Azwer. Of which, I was impressed by the fashion design and the materials used for garments by La la Textile. I have no chance to meet him directly but I will look for an opportunity to cooperate with him in the near future for exchange of his products to Vietnam. COSMO FASHION CO. LTD, Vietnam The result of my participation is that I met Wardha Saleem on Fashion Show and was so impressed with her design collection. We will sign MoU in which we will exchange our trade in textile products and also cooperate in organizing fashion shows in Vietnam to export her products to our country. Pearl Ha Co., LTD, Vietnam The overall texpo atmosphere was brightly in his impression. Each booth was very easy to find and character of each products characters was well exposed and observed. SHINATOMO, Japan Texpo reached to the global standards comparing with other countries. Yagi & Co. Ltd, Japan 18

20 There are number of companies who did not have booths in Texpo. He also did B to B form this outsider. More apparel companies should be participated Body Maker (BB Sports), Japan Texpo was compact than imagination. The buyer had an impression that Home Products such as towels, bed linen etc. presence were the main products, rather than apparel products. The background of exhibitors sometimes not clears whether they are traders or manufacturers. Besides official exhibitors, there were also many agents or brokers around the booths and sometimes entered in to the booths which is little bit confusing. ITO-YOKADO Co. Ltd., Japan It was more than expected and very sophisticated. The division of Halls was a good idea. So his business trip was meaningful and even surprised by the existing of touch panels which he did not expect. Some items needs to be more improved especially for Japanese market, although felt that Pakistan apparel industry is somehow 10 year Marubeni Fashion Planning, Japan 19

21 FASHION SHOW: On the occasion of TeXpo 2016, TDAP extended support as a main Sponsor for Fashion Pakistan Week Spring/Summer 2016 held in Karachi at The Marquee, Hotel PC Karachi from 7 th -9 th April, TDAP has been instrumental in promoting Pakistani Textile and designer wear since its inception and has provided great avenues to production houses and design houses in order to expand their businesses and exposure before the international buyers. TeXpo was a first of its kind sector specific exhibition wherein strengths of our textile sector were showcased before the world. Similarly, objectives, content and timings of TeXpo and Fashion Pakistan Week were the same. Hence, we got a chance to showcase to our TeXpo visitors the collection of Pakistan s premium textile & leather products from likes of Gul Ahmed, Alkaram, Generation, Jafferjee etc. TDAP concluded an agreement with the Pakistan Fashion Council. According to the agreement TDAP was declared as lead sponsor. TDAP contributed almost 40% of the total costs against providing the following benefits to TDAP: 1. Placement of TDAP s logo with the official event logo on the backdrop and all other medium / platforms like red carpet media wall, invitation cards, look books, hoardings etc. 2. Simultaneous display of brands at the Fashion Council Pavilion at the TeXpo. 3. To accommodate TDAP s foreign guests and officials by providing invitations to event in the following terms:- DAY -1: 700 Guests Seating DAY-2: 400 Guests Seating DAY-3: 40 Guests Seating 20

22 Following were the Big Brands and Production Houses that showcased their products during the 3 days Fashion Show at Hotel Pearl continental Karachi. Designer Brands Ayesha Hashwani Shamaeel Gulabo by Nishat Textiles Amir Adnan Zaheer Abbas Sonya Battla Bank Al Falah Rising Talent Nauman Arfeen Nida Azwer Aaman Aqeel Natasha Kamal Sanam Chaudhry Maheen Karim Production Houses/Textile Companies/Retailers Gul Ahmed Al Karam Lala Textiles Generation Jaffer Jee Fnk Asia Zainab Chottani 21

23 FOOD COURT IN PARTNERSHIP WITH KARACHI TEA FESTIVAL: As TDAP was organizing Sector specific exhibition for the first time, so another idea came to the minds of the management to set up an all-purpose food court for the participants of the event, instead of small food stalls in each exhibition hall. For this purpose, TDAP in partnership with a recognized brand of Karachi Tea Festival (KTF), organized the exclusive Food Court in hall No. 5 during the exhibition days. This experiment was very well received and liked by the exhibitions, as well local and international visitors. Various international food chains like KFC, Pizza Hut, and local favorites likes Briyani of the Seas (BOTS) and Café Piyala, and fine dining eatery like Sajjad Restaurant participated and attracted the mix of visitors. The Federal Minister Commerce Engr. Khurram Dastgir Khan accompanied by Guest of Honor Mr. Risad Badhiutheen, the Sri Lankan Minister for Industry and Commerce also visited the food court and enjoyed the tea and parathas at café Piyala, while talking to the local media. The Chief executive TDAP and Secretary TDAP also met with foreign delegates in the food hall, and the foreign delegates appreciated this gesture of the TDAP management and enjoyed Pakistani cuisine. Some of the glimpses of the food court are below: 22

24 CONCLUSION: The overall impact of the first ever sector specific and the biggest textileonly exhibition (TeXpo-2016) organized by TDAP has been very encouraging in the context of number of foreign buyers and quality of products on display. However, there is a room for improvement as pointed out by various delegates and exhibitors but on the other hand the quantum of export orders and the number of B2B meetings held and the demand from the exhibitors and delegates alike for holding of such sector specific exhibitions on short intervals in the country speak in itself of the success of the event. As a result of the B2B meetings, the MoUs signed, the factory visits and the success of fashion show it is estimated that holding of this event TeXpo- 2016, might result in fetching export orders to the tune of USD millions. Achievements of TeXpo: Following are the key achievements of TeXpo 2016: A total of 460 delegates from 52 countries across the world visited the exhibition. A total of 700 Business meetings took place between domestic exhibitors and international buyers. About 50 factory visits were arranged for the foreign buyers. Post TeXpo visits to other cities of Pakistan like Sialkot, Faisalabad and Lahore by foreign delegates to see the factories for its products and international standard compliance before placing export orders. 18 country delegations held high profile meetings with the Minister for Commerce, Secretary Commerce, C.E. TDAP and Secretary TDAP as well as with the leading Trade Chambers of Pakistan like FPCCI and KCCI. The reported outcome of business deals which have been materialized so far amounts to approximately USD 225 million, based on which it is expected that the actual business generated may exceed from USD 700 million. 23

25 MoUs signed: The Pakistan Chamber of Commerce, Hong Kong signed MoUs with FPCCI The Pakistan Chamber of Commerce, Hong Kong signed MoU with KCCI Pak Sri Lanka Business Council of FPCCI hosted Pakistan`s first inaugural Joint Business Council (JBC) / MoU signing Ceremony with high powered Sri Lankan Businesses and Government authorities An agreement for bilateral collaboration in textile sector is under process between China Chamber of Commerce and Trade (CCCT) and Pakistan Ready Made Garments Association (PRGMEA) Both FPCCI and KCCI have singed MoUs with the Pakistan Chamber of Commerce, Hong Kong for the promotion of bilateral trade Sri Lankan delegation headed by their Commerce Minister, held meetings on the sidelines of the exhibition REAP delegation Mr. Bashir Ahmed, CEO M/s. Gul Ahmed Textiles Ms. Amna Ismail, CEO M/s. Shabbir Textiles. 24

26 RECOMMENDATIONS: Based on the feedback received from all the stakeholders including the international buyers, exhibitors and local public that visited this maiden Textileonly (TeXpo-2016) exhibition, the Team TeXpo has made following recommendations. The event should be held alternately at Lahore and Karachi every year. The premier trade organizations like FPCCI and KCCI shall have to play more proactive role in attracting local exhibiters and major textile brands in exhibitions arranged in Pakistan, the way they do for participation in international exhibitions like Heimtextil. Those companies who get benefit from TDAP managed international exhibitions and does not participate in the local event, may not be given the subsidy in participation in the international exhibitions. The exhibitors directory may be published well in advance and shared with visiting delegates before their arrival to facilitate them in chalking out B2B meetings. The event management and allocation of stalls to the exhibitors may be made atleast six weeks before the date of the exhibition to give ample time to all concerned to make arrangements in befitting manner. The sale of products on display may be allowed from second day of exhibition as demanded by the visiting foreign buyers. 25