By Vladimir Novoselov
The Russian economy is going through a period of turbulence. On the one hand, production and sales of construction, road, and special machinery – both domestic and imported – are slowing down. On the other hand, the government is strengthening support measures for local manufacturers. At the same time, both Russian and international companies are searching for new growth points in the current environment.
Experts note that the era of “easy” sales is over: analytics, service quality, and the ability to manage long sales cycles are now key success factors.
CTT Digest spoke with Anna Shorina, Director of CTT Expo and MINING CTT, about how the market is changing and why the industry’s leading exhibition platform continues to grow.
Experts note that the era of “easy” sales is over: analytics, service quality, and the ability to manage long sales cycles are now key success factors.
CTT Digest spoke with Anna Shorina, Director of CTT Expo and MINING CTT, about how the market is changing and why the industry’s leading exhibition platform continues to grow.
– In 2024 and 2025, CTT Expo broke all historical records in terms of scale. As far as I know, the 2026 edition is also expected to be impressive. Why do exhibitors remain so active despite market turbulence? What motivates them?
– The market is indeed turbulent, and that, in fact, is the key answer. Turbulence does not only mean decline; it also means movement in different directions at the same time. Some companies are experiencing a drop in sales, while others are looking for new opportunities. Some managed to adapt their dealer networks and product lines in time, while others missed the moment and are now trying to catch up.
In such periods, it is especially important not to “hide.” When a company disappears from major industry platforms, it quickly falls out of sight – out of client budgets, negotiations, and strategic discussions.
Participation in CTT Expo sends a clear message to the market: we are here, we are operating, we are reliable. In a declining market, withdrawing from a flagship exhibition is often perceived as a sign of weakness. Many companies understand this very well.
That is why we see major players not only maintaining their presence but, in some cases, even expanding their exhibition space and investing in stronger stands. This is a proven anti-crisis strategy: staying visible, remaining part of the industry agenda, meeting key clients, and not giving ground to competitors.
It is also important to recognize that the era of “easy” sales is truly over. Sales today are more thoughtful, and data driven. Deals still happen, but discussions take longer – clients compare options, calculate costs, and weigh decisions carefully. In this context, personal contact, live equipment demonstrations, and the ability to negotiate face-to-face become especially valuable.
For exhibitors, CTT Expo is not an expense “for a show”; it is an investment in sales and long-term stability.
In such periods, it is especially important not to “hide.” When a company disappears from major industry platforms, it quickly falls out of sight – out of client budgets, negotiations, and strategic discussions.
Participation in CTT Expo sends a clear message to the market: we are here, we are operating, we are reliable. In a declining market, withdrawing from a flagship exhibition is often perceived as a sign of weakness. Many companies understand this very well.
That is why we see major players not only maintaining their presence but, in some cases, even expanding their exhibition space and investing in stronger stands. This is a proven anti-crisis strategy: staying visible, remaining part of the industry agenda, meeting key clients, and not giving ground to competitors.
It is also important to recognize that the era of “easy” sales is truly over. Sales today are more thoughtful, and data driven. Deals still happen, but discussions take longer – clients compare options, calculate costs, and weigh decisions carefully. In this context, personal contact, live equipment demonstrations, and the ability to negotiate face-to-face become especially valuable.
For exhibitors, CTT Expo is not an expense “for a show”; it is an investment in sales and long-term stability.
– What motivates visitors to attend CTT Expo even during periods of reduced business activity?
– Today, it is challenging not only for sellers but also for buyers. They need to optimize budgets, search for alternatives, and choose solutions that are not only cost-effective but, most importantly, reliable.
When the market is stable, many companies purchase “by inertia” from familiar suppliers. In difficult times, however, decision-making becomes more complex: total cost of ownership, service quality, spare parts availability, response time, financing terms, and even personal interaction all matter. Such multi-layered evaluation cannot be done online alone – it requires dialogue.
For large-scale purchases, the internet cannot replace live negotiations and physical inspection of machinery. Buyers need to see the equipment, hear it operating, speak directly with engineers and commercial managers, ask difficult questions, and observe how companies respond to criticism and non-standard requests. This helps them understand who truly stands behind the brand and how the company will behave after the contract is signed.
Another key factor is efficiency. An exhibition allows visitors to see the entire market in a very short time. In one or two days, they can do what would otherwise take weeks: compare solutions, find new suppliers, discuss terms, gain insights, and generate ideas for their business. That is why exhibition attendance often remains high – even increases – during market downturns. The industry needs concentrated information, real contacts, and hands-on experience that online communication cannot provide.
When the market is stable, many companies purchase “by inertia” from familiar suppliers. In difficult times, however, decision-making becomes more complex: total cost of ownership, service quality, spare parts availability, response time, financing terms, and even personal interaction all matter. Such multi-layered evaluation cannot be done online alone – it requires dialogue.
For large-scale purchases, the internet cannot replace live negotiations and physical inspection of machinery. Buyers need to see the equipment, hear it operating, speak directly with engineers and commercial managers, ask difficult questions, and observe how companies respond to criticism and non-standard requests. This helps them understand who truly stands behind the brand and how the company will behave after the contract is signed.
Another key factor is efficiency. An exhibition allows visitors to see the entire market in a very short time. In one or two days, they can do what would otherwise take weeks: compare solutions, find new suppliers, discuss terms, gain insights, and generate ideas for their business. That is why exhibition attendance often remains high – even increases – during market downturns. The industry needs concentrated information, real contacts, and hands-on experience that online communication cannot provide.
– How has the current market situation influenced the structure of the exhibition? Are there changes in product segments and EXPO synergy?
– Starting in 2024, we observed strong growth in the spare parts and service segment–it has nearly doubled. The reason is clear: companies are extending the life cycle of their equipment, paying closer attention to maintenance, and calculating lifecycle costs rather than just purchase prices.
An interesting trend is the behavior of Chinese manufacturers. They understand skepticism still exists in the market–concerns about short product lifecycles and spare parts availability. As a result, many brands have significantly strengthened their after-sales strategies: expanding warehouses, developing service networks, improving component quality, and demonstrating long-term commitment to the market.
Both Chinese and Russian players are actively building trust infrastructure. This shift is clearly reflected in the exhibition: discussions are no longer just about machinery itself but about the entire ownership ecosystem.
An interesting trend is the behavior of Chinese manufacturers. They understand skepticism still exists in the market–concerns about short product lifecycles and spare parts availability. As a result, many brands have significantly strengthened their after-sales strategies: expanding warehouses, developing service networks, improving component quality, and demonstrating long-term commitment to the market.
Both Chinese and Russian players are actively building trust infrastructure. This shift is clearly reflected in the exhibition: discussions are no longer just about machinery itself but about the entire ownership ecosystem.
– MINING CTT is a new member of the EXPO family. Why was it decided to launch it as a separate exhibition?
– Because the segment has grown to a scale where being just a “part” of another exhibition is no longer sufficient. Mining has always been an important part of CTT Expo, but year after year we have seen growth in audience demand, interest, and the number of companies bringing full-scale mining equipment solutions.
According to our data, tens of thousands of professionals visit the exhibition annually with a clear goal: to find suppliers and technologies for the mining industry. We realized that this audience needs clearer navigation, a focused exposition, and a dedicated platform where all discussions are aligned with mining industry needs.
MINING CTT is not an add-on and not a shift of focus – it is an expansion of opportunities. We are creating a dedicated space that makes it easier for exhibitors to meet their target audience and for visitors to find relevant solutions. As a result, the quality of contacts improves and interaction becomes more efficient.
A key advantage of MINING CTT is the combination of specialization and scale. It takes place within the EXPO synergy, alongside CTT Expo, COMvex, CTO Expo, and Logistika Expo. This creates a unique effect: over four days, the venue attracts a massive flow of professionals from across Russia and international markets.
Another important factor is the outdoor exhibition area. Large-scale mining machinery cannot be properly presented in images – it must be seen live.
Finally, many solutions are relevant both for construction and mining. This cross-industry synergy adds additional value by connecting markets, suppliers, and technologies.
According to our data, tens of thousands of professionals visit the exhibition annually with a clear goal: to find suppliers and technologies for the mining industry. We realized that this audience needs clearer navigation, a focused exposition, and a dedicated platform where all discussions are aligned with mining industry needs.
MINING CTT is not an add-on and not a shift of focus – it is an expansion of opportunities. We are creating a dedicated space that makes it easier for exhibitors to meet their target audience and for visitors to find relevant solutions. As a result, the quality of contacts improves and interaction becomes more efficient.
A key advantage of MINING CTT is the combination of specialization and scale. It takes place within the EXPO synergy, alongside CTT Expo, COMvex, CTO Expo, and Logistika Expo. This creates a unique effect: over four days, the venue attracts a massive flow of professionals from across Russia and international markets.
Another important factor is the outdoor exhibition area. Large-scale mining machinery cannot be properly presented in images – it must be seen live.
Finally, many solutions are relevant both for construction and mining. This cross-industry synergy adds additional value by connecting markets, suppliers, and technologies.
– There is a common perception that exhibitions last only four days. How accurate is that today?
– That is only partially true if one views an exhibition as “four days of floor rental.” Today, the EXPO format is an ecosystem.
It includes media support, promotion through our channels and partners, and coverage in industry media. It also includes CTT Digest, a respected analytical platform and reputation tool for many companies.
Another important element is the prestigious competition “Innovations in Construction Machinery in Russia”, which operates with independent expert evaluation. These awards influence not only marketing but also dealer trust, customer confidence, and even headquarters’ perceptions – especially for international brands.
Since 2025, Sigma Expo Group has also formed a strategic alliance with the leading industry portal Excavator.ru, creating year-round engagement through exhibitions, digital platforms, and professional media. This provides exhibitors with continuous interaction–365 days a year.
At the same time, the core principle remains unchanged: major deals require personal interaction. Machinery worth tens of millions cannot be sold solely through online banners or posts – the decisive stage always happens face to face.
It includes media support, promotion through our channels and partners, and coverage in industry media. It also includes CTT Digest, a respected analytical platform and reputation tool for many companies.
Another important element is the prestigious competition “Innovations in Construction Machinery in Russia”, which operates with independent expert evaluation. These awards influence not only marketing but also dealer trust, customer confidence, and even headquarters’ perceptions – especially for international brands.
Since 2025, Sigma Expo Group has also formed a strategic alliance with the leading industry portal Excavator.ru, creating year-round engagement through exhibitions, digital platforms, and professional media. This provides exhibitors with continuous interaction–365 days a year.
At the same time, the core principle remains unchanged: major deals require personal interaction. Machinery worth tens of millions cannot be sold solely through online banners or posts – the decisive stage always happens face to face.
– Some say that participating in Moscow exhibitions is too expensive and not always cost-effective. Is moving to regional events the solution?
– Regional events are a tool, but not a universal solution. What matters is not the cost per square meter but the cost of results: the number of target contacts, the level of negotiations, and the quality of deals.
Moscow remains the industry’s main stage. CTT Expo is the only construction machinery exhibition that brings together representatives from all Russian regions and a broad international audience. This is where decision-makers meet – business owners, top executives, government representatives, and industry associations.
For companies building long-term brand and sales strategies, participation in CTT Expo provides unmatched status and access to key stakeholders. Sometimes one federal exhibition is more effective than several regional ones simply because the entire market is concentrated here.
Moscow remains the industry’s main stage. CTT Expo is the only construction machinery exhibition that brings together representatives from all Russian regions and a broad international audience. This is where decision-makers meet – business owners, top executives, government representatives, and industry associations.
For companies building long-term brand and sales strategies, participation in CTT Expo provides unmatched status and access to key stakeholders. Sometimes one federal exhibition is more effective than several regional ones simply because the entire market is concentrated here.
– What can we expect from CTT Expo 2026?
– Our plans are ambitious and booking dynamics confirm this. Already by summer after the previous exhibition, around 60-70% of the space for the next year had been booked and paid for–a strong indicator of demand.
We are maintaining scale while improving structure and navigation. In 2026, halls will be organized more clearly by product groups to help visitors navigate and ensure exhibitors reach their target audiences more effectively.
We also see strong interest from Russian manufacturers – an important trend. Overall, CTT Expo 2026 promises to be rich in participants, innovations, and business content.
We are maintaining scale while improving structure and navigation. In 2026, halls will be organized more clearly by product groups to help visitors navigate and ensure exhibitors reach their target audiences more effectively.
We also see strong interest from Russian manufacturers – an important trend. Overall, CTT Expo 2026 promises to be rich in participants, innovations, and business content.