Derby Cycle Returns to Eurobike, No Zeppelin Hall For 2017
FRIEDRICHSHAFEN, Germany – Eurobike faced increased competition of rapidly growing number of bicycle festivals all over Europe as well as the house shows in the past few years. “As leading industry show we have to anticipate on such market dynamics,” says Eurobike show manager Stefan Reisinger, explaining the show organization’s decision to move the dates of Eurobike 2018 to July. “We also see leading brands pulling out of Eurobike over the years while others come back as well, like Derby Cycle in 2017.”
Derby Cycle’s announcement last year April to organize its own event as that better suited their MY 2017 introduction planning was in line with a trend in the industry. But “the big advantage of a trade show like Eurobike over a house show is that we can offer IBDs an clear overview of the market”, explains Reisinger. “Once the consumers will continue to buy their bicycles at the IBDs, the retailers will visit trade shows to see the latest market trends. The ‘Eurobike Academy on Tour’ is one of our tools to get in touch with more IBDs and to get them to the show in Friedrichshafen.”
No Giant, no Cannondale
These and other argument convinced Derby Cycle to return to Friedrichshafen while others decided not to come back in 2017. Two big names which will not be on the show floor are Giant and Dorel’s Cycling Sports Group including brands like Cannondale, GT and Schwinn.
Contrary to previous years, the Zeppelin hall at Friedrichshafen airport will not be part of Eurobike this year. The owner is currently building three Zeppelins and in August and September the hall is not available. In 2018 the Zeppelin hall will be back in the floor planning again.
‘Anticipating on market developments’
“The character of trade shows in general and the Eurobike in particular has changed from an order show to a communication event,” says Klaus Wellman CEO of Messe Friedrichshafen. “In the past the success of a show depended on the number of orders received during the show. Those days are over. Our image as leading event in the industry is still very strong but we have to put in a lot effort together with our partners to maintain our position. In the past 25 years we have illustrated that our strategy is to anticipate quickly on market developments.”
For the years ahead, Klaus Wellman sees the growing importance of the bicycle as a mobility product reflected at Eurobike. “Twenty years ago Eurobike was at the centre point of the MTB development. In the last decade, you could see the potential of the e-bike. In the near future we see long-established manufacturers losing relevance while at the same time new players are forcing their way into the market. This market dynamism is increasingly being unleashed around products and services related to e-mobility.”
“New and strong players are getting into the game, especially in the areas of drive systems, batteries and connectivity. At the same time, digitalization is bringing about changes in consumer behaviour with virtually unlimited information possibilities and 24/7 availability. Traditional bicycles are losing market share, whether we like it or not, and the future belongs above all to e-bikes. This shift away from pure racing and competition bikes toward e-performance and mobility bikes offers great opportunities as well as risks to all market actors, no matter whether they are OEMs, component manufacturers, bicycle brands, importers or specialty retailers.”