Interview with Michael Bixquert, director of Fimma - Maderalia

We are talking about more than 600 direct exhibitors and more than 900 companies represented in fair... is not the Fimma-Maderalia from 2 years ago but I can say that among the fairs that have been held this year... I think that we can be the exception.

No doubt, which also demonstrates that the fair a little is a reflection of the sector and companies, to the extent that budgetary issues or the situation in general is complicated, they have decided to bet on the safest on the market.

Of course, of course. And I would like to publicly thank Fimma and Maderalia, committees to the two committees, which was echoed in what was the situation of the market and said that if Fimma and Maderalia is the leading fairs, they have to take a step forward and put next to the companies. And so he left this concept of easy fair, with 'all included services' (with what budgetary deviations there) or, in the case of the fair of machinery, the different treatment of companies according to the size of stand (whole issue of bonuses), then all the services that are included for free, as well as the general setting of all the halls. Furthermore, should take into account that the part of services is very important in a trade fair of machinery: we are talking about power, compressed air, electricity, etc., all of this has influenced. And we must bear in mind that all this supports fair of Valencia, which shows that both the fair and Fimma and Maderalia have been on the side of the exhibiting companies, have managed to collect the sensitivity that had it. And I think that companies appreciate, which explains the response that has had.

This year, the exhibitor has two clear objectives. Of course, everyone wants to sell, but if you talk to companies, one of the things they say is the first thing that they want to do is convey a message of serenity to the sector. Today anyone can launch an optimistic message. But a message of serenity that is "I, in difficult times, am next to my clients" and "I want to remain in the sector of the madera-mueble". These are the two messages that everyone wants to launch, more at a time when there are so many rumors about the presence or not of certain companies. They want to avoid rumors and put next to their customers.

We have a strategic plan which was adopted two years ago and we had to implement it in the 2009, 2011 and 2013 editions and which is in line with what they call us 'fair value', a show where they have more important parallel activities (such as areas of demonstrations)(, window factory, the area of new materials, the area of Contract, robotics...), because we are convinced that the visitor is more looking for product information. But information of value, because the information of machines, tools... already have: providers already visit their clients. That is why we propose projects at the fair that involves more than 30 companies. That also means that the Exhibitor should slightly change the mindset and can even go to the fair thinking that you can work there with a possible competitor. Why? Because the client what they want are solutions. It seeks not to machines.

Is it no longer makes sense. Today information flows both... But of course, each presents the news of your company, when the client what search is a global solution. It is then that the fair can offer a common space and help them. And the media can also help change the mindset of the exhibitor and explain to him that he, perhaps along with other companies, can provide a specific solution for a manufacturer of chairs, wood, grinding, turning, the varnishing, packing... for chairs manufacturer seeks a global solution.

It is a cultural issue. During the years 80 and 90, the large 'lobbies' metal or PVC managed to move public opinion that every time you are riding a gate, a stone stairway or some wood, beat to the forest. Or also expanded the idea that the wood is very expensive and cost much to maintain. But now, when the public already knows that there are certified wood, that timber forestry - trees planted with this purpose, when it knows well treated timber resists more than any metal or wood structure can withstand more fire that one metal... mentality has changed.

In addition, also has to do with the 'social status': shown when announce the finishes of a House, which include, for example, the doors of oak or cooking of such wood... or in the car, when to give an added a piece of root of walnut in the dashboard. Not to mention the quality of life or the relationship between wood and health: has nothing to do a House with wood, insulation of wood, carpentry of wood floor, with one finished to other materials.

And wood is also a recyclable materials, to develop a door or a window of wood is needed less than half the energy required to work any other material... we have to learn to sell the benefits of the wood.

This year, the theme of 'the wood for the sea' is the main character... the construction of boats is on the rise?

Actually is the case that we had a number of customers at the show, especially in Maderalia, which had been already two editions talking us that at the national level could be between 400-500 carpenters of ribera, people dedicated to carry out the interiors of the boats. Today what is the case of vessels usually metal or fiberglass, etc., but the interior is made with wood. We are talking about true artisans, working with expensive woods, expensive varnishes, expensive fittings, because they are specific products for the sea, eats the materials, which is that there was a group of professionals who had no where to fetch their suppliers and we saw the possibility of developing this sector. The professional making varnishes for wood has a specific line to the sea, which makes hardware, which makes boards, plywood, has a hidrófuga range, moisture resistant, phenolic boards... was merely was to open a new line of business for our exhibitors.

I believe that two things: serenity to the domestic market and I think some joy to export. The effort that we have done at the level of foreign promotion is huge; for the first time are organizing charter flights from Portugal to Valencia, from Porto, bringing customers, we have confirmed already trade missions from 24 countries, has become a major international promotion...We know how is the national market and we believe that joy can come us from the export.

Without any doubt.