Italian CosmoBike Shifts to Consumer Focus and Scheduled for February
VERONA, Italy – Cosmobike Show is announcing major conceptual changes as well as the date of the event. Immediately after the 2017 edition the show organisation already announced the evaluation of the existing show concept. As a result the 2018 edition, which was planned for early September has been cancelled.
Called ‘Stage 2’ CosmoBike shifts its focus from trade to the consumer and will take place on the same location on 16 and 17 February next year. “We had to take a radical step and decided to do it now in order to capitalize on the results of the first three editions of CosmoBike here in Verona,” said Giovanni Mantovani, CEO of Veronafiere.
No Italian trade show in September anymore
“For this reason, we have turned around the show concept by reducing the number of show days to two and to introduce a testing day. The change is even more radical with a move to February 2019 instead of September. Our target group will focus on cycling enthusiasts instead of trade visitors intending to create a bike festival. On an international market where only the e-bike category is growing we see a tendency among exhibitors to turn down on trade shows. In Germany, like in USA and Taiwan, where important trade fairs are held, we see leading brands abandoning B2B events in favour of low-cost ones while consumer sales are not promoted adequately.”
Promote season start
The February dates are in line with the fact that in Italy the shows dedicated to enthusiasts like for motorcycling, cars and horse riding are taking place in winter. CosmoBike thinks this is the right period to promote the opening of the cycling season with the involvement of cyclist champions, sports events, media partners and sponsors. “This can be the start of an event radically different from everything that has been offered to the market lately in trade shows which were mainly focused on B2B,” announced CosmoBike.