“Now is a good time to look toward Germany, as the country is rediscovering Europe following a slowdown in globalization.” This is how Jean-Pierre Feuillet, co-president of the Franco-German Business Network (RAFAL), immediately highlighted the appeal of “Cap sur l’Allemagne” (Destination Germany), the new event his association co-organized with Montpellier Métropole on April 29 at the Maison des Relations Internationales Nelson Mandela (1).
As part of the Quinzaine Franco-Allemande d'Occitanie (French-German Fortnight in Occitanie), Cap sur l’Allemagne was designed to help companies in the Montpellier Métropole area understand the specifics of the German market and provide them with practical advice and useful contacts through a day of meetings with experts and entrepreneurs based in Germany.
Mission accomplished: this new event, presented in a unique format, was created to open up new international opportunities for businesses. As the world’s third largest economy, Germany's needs overlap in almost every way with the expertise found in the Montpellier Métropole area’s economic landscape.
“The sectors likely to develop in Germany include health, food, well-being, and leisure,” said Jean-Pierre Feuillet, adding: “Germans are very focused on healthy eating. Organic food sales rose by 5% in 2023, and they appreciate connected health applications.” These are all areas in which the Montpellier metropolitan area stands out thanks to the excellence of its economic stakeholders.
An additional asset is that Montpellier and Montpellier Métropole already have close ties with Germany, notably through their long-standing and dynamic twin city relationship with Heidelberg. The partnership, which was awarded the Adenauer-De Gaulle Prize in 1993, highlighting the quality and depth of relations between the two cities, subsequently expanded to include economic development, innovation, health, and digital technology. Since then, the two cities have continued to strengthen their economic ties.
“The Franco-German partnership is an everyday reality here,” commented Clare Hart, Vice-President of Montpellier Métropole, in charge of International Relations and European Cooperation.
While Germany is undoubtedly a promising market, companies need to understand how it works in order to prepare themselves. This was another objective of the event.
"Germans tend to be demanding customers with high expectations. To enter their market, companies need guidance in order to adapt their products or solutions to German customs and requirements. The rules can vary from one state to another,“ warned David Eyer, a consultant and member of the RAFAL board. He therefore recommends that companies “conduct a preliminary study to quantify the resources to be committed and maximize their chances of success.”
Bertrand Thoral, chief marketing officer at the German company Cykero, fully agreed with his assessment. In his six key points for success in the German market, he confirmed that it was important to choose the right state, but also to “recruit a local or binational team, understand the regulatory and tax environment, and build local credibility by getting involved in the country.”
Fortunately, there are plenty of support mechanisms available to help businesses grow there. Starting with those provided by Montpellier Métropole, in addition to programs by the Occitanie Region, AD’OCC, Hérault Chamber of Commerce and Industry, and Business France, as well as RAFAL and Pramex International, a subsidiary of BPCE that was represented during the Cap sur l’Allemagne event by Guillaume Truchon-Bartès, managing director of its German branch.
Huge help for companies, “This day focusing on the codes to adopt in order to do business in Germany was particularly enriching!” exclaimed Alex Hackett, an artist and designer specializing in floral decorations made from porcelain and paper, who praised the “truly stimulating content and wonderful opportunities to meet other participants.”
Clearly, the companies had access to the expertise they needed to learn about Germany and how to grow there. Accompanied by a strong promise from Montpellier Métropole. “Our Economic Development and Employment Attractiveness Department is consolidating its role as an economic facilitator with this Cap sur l’Allemagne event, building on RAFAL’s recognized expertise to open up new opportunities for our companies,” concluded Chahira Benzaoui, in charge of Business Establishment at Montpellier Métropole.
- The Maison des Relations Internationales is celebrating its 25th anniversary in June.
Photos ©GIL
