Eurobike’s Stefan Reisinger on Set-Up Changes, Brands Skipping Show
FRIEDRICHSHAFEN, Germany – There’s a lot of attention to Eurobike lately. The changed set-up, cooperation with Taichung Bike Week and the fact that yet another major brand – Derby Cycle – skipped its participation is all generating conversation in the industry. How does all this affect Eurobike? With its 25th edition scheduled for August 31 to September 4, 2016, is it still the global bike industry platform? Bike Europe interviewed Eurobike manager Stefan Reisinger.
“In the past decades, Eurobike has developed from a trade focused fair into a global industry platform. This has led to a change in needs: next to product presentations, showcasing brands and their image became enormously important. Also the need increased to offer testing opportunities to distributors and consumers for experiencing the products. That’s why it’s the right decision to have a second consumer day with enhanced testing facilities; it boosts consumer appeal.”
“Our new concept will not lead to Eurobike losing any of its magnetic attraction as the leading trade fair for the bike business. Eurobike will still feature three business days. The two festival days are certainly going to strengthen our end-consumer relevance. The Demo Day will now be integrated as a permanent part of Eurobike which means that testing services will be even better for trade visitors and for bike fans too.”
Exhibitors at the 2016 Eurobike Show are facing a new dilemma. For the first time they have to choose whether to participate in only the first 3 Business Days, or agree to participate in all 5 days (including 2 Festival Days mainly for consumers). How did they decide and is it what you expected?
“The previous configuration with three days for trade visitors and one final day for consumers was a compromise for all sides. Our exhibitors had no options to choose from and “had to” support and also finance the public day. The new arrangements offer all brands the opportunity of a dedicated show presence with a clear focus.”
“Companies with no appeal to end consumers, who operate exclusively in the B2B market benefit by being involved purely in the Business Days. However, companies seeking additional contact with consumers can raise this to a new level during the Festival Days. About 85% of the exhibitors have chosen to stay for the entire event, and 15% decided to concentrate their efforts on the three Business Days. This matched our expectations and we are looking forward to offer(ing) both exhibitor groups a dedicated setup.”
With several big brands pulling the plug, are there other brands increasing their booth size or presence that you can speak of? How will this change the floor space?
“We see new brands joining and established ones dropping out every year. It´s always a pity to lose a long-term customer. However, this process is part of a (trade) show business model. It also drives innovation and offers opportunities for small brands and newcomers. We have many new companies on board and there are brands with bigger booths than in the past.”
“With the new set-up we drastically changed the hall layout. Major changes are: Hall A1 and Zeppelin Hall will accommodate brands exhibiting at the Business Days only. Halls B2 (Accessories) and B5 (Apparel) switch over to A4 and A7. There will be more complete bike brands in the B halls with the new testing facilities, open on all five days, close by. Space demand from interested companies is high and we once more expect a fully booked show for 2016.”
Are you aware of any other brands that are choosing to skip the show this year? Like Derby Cycle; the biggest bike maker in Germany. What is your comment on their decision?
“It’s much to our regret that Derby Cycle interrupts its engagement at Eurobike 2016 to focus on their own targeting. It’s important for us to know that this does not happen because they question the Eurobike concept. As long term partners it goes without saying that we keep up the dialogue. We are happy to welcome again the Derby Cycle partner brands of the Pon Bicycle Group at this year’s show.”
The brands that skipped their Eurobike participation are all organizing their own events. Do you agree that these brands are putting lots of pressure on their dealers to visit all these separate events?
“Actually, I’m not really convinced that an increasing number of such targeted events happen on behalf of dealer’s needs. It forces them to be absent from their stores more often, they need to go on more business trips, and have to decide on their orders earlier.”
Following the continuing success of the Eurobike B2B exhibition, are you planning to hold any other exhibitions with a B2B focus? Like one that targets the growing e-bike sector?
“There are already B2B events outside of Friedrichshafen with Asia Bike in Nanjing, Eurobike Media Days and with the dealer training sessions of the Eurobike Academy on Tour which are taking place throughout Germany. And so far we feel that the e-bike topic is pretty well embedded in these shows. As a new project, Eurobike now joins forces with the Taichung Bike Week. Taichung is considered the Silicon Valley of the international bicycle industry. With Taichung Bike Week, the metropolis in central Taiwan has a high-level OEM platform for negotiations between project managers of renowned bike brands and the supplier industry. This format has grown steadily over the past ten years and, as an important partner of the global bicycle industry, we would now like to make a contribution to help generate new momentum and to ensure that these developments continue.”