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Our core theme is education. We help companies to expand their knowledge in foreign trade at various levels. swiss export offers a wide range of educational opportunities, from seminars and webinars to practice-oriented events like the annual Swiss Export Day, which brings together more than 600 companies. The exchange of experience and best-practice examples is a key part of our work.

The growing sense of uncertainty in international markets is a concern for many export companies. During periods of economic instability and geopolitical tensions, companies look for ways to secure their international operations. The relocation of production facilities is another frequently discussed topic. The need for networking and knowledge exchange has grown significantly, which is why our professional events for management figures and decision-makers are booked out very quickly.

Digitalization and automation have brought many positive changes. Companies now have access to more data. These help them to make well-founded decisions. Markets have become more transparent and information can now be found in less time. In the past, it was a major challenge for companies to become established in foreign markets. Nowadays, Swiss companies are almost international automatically thanks to the internet.

Protectionism has increased in many markets. Tariffs and trade barriers are rising again, making free trade more difficult. In Germany, in particular, Switzerland’s most important trade partner, the economy has stagnated in certain areas, especially in the automotive industry. Many suppliers in Switzerland are grappling with the uncertainties stemming from the German economy.

Swiss SMEs stand out thanks to their flexibility and agility. Their ability to quickly overcome crises like the pandemic shows just how adaptable Swiss companies are. They also benefit from Switzerland’s legal certainty and the location advantages it offers. These factors allow them to operate efficiently in international markets. Family-owned businesses, in particular, combine innovation with a strong pioneering spirit while simultaneously maintaining their values.

Other countries offer much stronger institutional support for their export companies. In Austria, there are extensive government programs aimed at promoting exports. These help companies to remain internationally competitive. In Switzerland, there is no such support, but this is also seen as an advantage. It is the Swiss pioneering spirit that drives us forward – companies look for their own solutions rather than waiting for government help. This self-help mentality strengthens Switzerland’s entrepreneurial culture and the economy.

The Asian market still offers significant opportunities. However, there is also a great deal of potential in Central and Eastern Europe and in Southern Europe. Portugal, for example, has established itself as an important production site – chiefly thanks to it well qualified and hard-working workforce and the high availability of specialists. The Silk Road and the restructuring of global trade routes are also opening up new opportunities. These changes offer new markets for Swiss companies to explore.

Innovation is key. Those who fail to innovate will fall behind. Switzerland has established itself as a global leader in innovation. Through innovation parks and close networking between companies and innovation agencies, many Swiss SMEs are able to quickly develop new ideas and implement them successfully. In Switzerland, there is a broad consensus when it comes to innovation. When I ask entrepreneurs what they want to invest in, they virtually all say innovation.

The first step is always to conduct a thorough market analysis. Companies have to know their competitors and their products, understand the pricing environment and take local circumstances into account. To this end, the right internal systems are also essential. Businesses that do not have their master data under control cannot expect to be able to carry out proper electronic customs processing. It is a leadership responsibility to ensure that all systems have been well implemented in order to make international trade efficient.

Exporting is far from an exact science. In addition to market analysis, exchanging ideas with industry representatives and potential local partners is crucial. Testing the waters through a pilot market is also advisable if you want to find out whether the demand is actually there for your product. This provides a valuable opportunity to gather initial experiences before fully committing. And last but not least, a good dose of situational intelligence also does not go amiss.

Partnerships are essential, especially in new markets. Collaboration with local partners helps in gaining a foothold more quickly and avoiding cultural stumbling blocks. My favorite example: a Swiss wire rope manufacturer opened a factory in Vietnam and set up a canteen there for its local employees. However, the workforce did not want to eat together and instead used it as a space to park their bikes, which were of high value to them.

Yes, companies need to regularly reassess and adjust their strategy. Each year, we set a motto based on the current needs of companies with the aim of providing businesses with new impetus and offering targeted support with their development. It takes courage to rethink old approaches – it is like an artist repainting a piece that does not feel right. Besides reflection and adaptability, this also requires an openness to critical feedback. Only in this way can companies remain flexible and respond to changing conditions.

I hope that Swiss SMEs continue to grow while also being prepared to continuously adapt to changing global challenges. My message to the companies is clear: they should rethink and evolve their strategies in good time and on an ongoing basis – and not just abroad. In the area of succession planning, in particular, I often see companies putting things off for too long. Sustainability is also important to me, especially regarding the use of water during production and within supply chains. While growth is important, it has to be sustainable and deliberate. And, last but not least, I urge politicians to offer SMEs greater support by reducing red tape and finding pragmatic solutions.