Cycling has restarted, despite the shadows of the international situation, the world of trade fairs is also getting back on track. And so euro Bike, who wrote memorable pages in Friedrichshafen but seemed destined for decline, He moves to Frankfurt and regains his momentum. See you from July 13th to 17th..
In a world that often lives on memories and throws in your face the numbers of a time when the internet did not exist and the fair was the only place – not virtual – to present the novelty to the world, the refrain was rather a de profundis: the wild beasts are now destined to die.
Big brands ignored them and, even more shamefully, held private events in the same city on the same days. Well, internet or no internet, Covid has forced a change of direction. First it forced to the cancellation, then reopened the doors.
«Eurobike in Frankfurt – says Marco Rossignoli – has completely relaunched the fair. Companies that had previously withdrawn have returned to make their voices heard. To give an idea of the numbers and remembering that in Friedrichshafen we occupied 12 pavilions, now 17 would be needed».
Destination Frankfurt
Rossignoli is the Administrator of Expotime Srl, the Milanese company that anyone wishing to exhibit at a trade fair can contact. Its connection with the German event is direct because From the very beginning, Expotime has been following the Italian exhibitors who were interested and then involved in Eurobike.
«The big city changes the perspective – continues Rossignoli – and Frankfurt was chosen over Munich because the fair is practically located in the city, just 15 minutes from the Duomo and the historic center. For those leaving the city, the best way to reach it is by bicycle. There are more hotels and they have better prices than in Friedrichshafen.Add to this that the airport is one of the largest in the world and it only takes 20 minutes by train to get directly to the Expo. For us Milanese it was perhaps more convenient before because we could get there easily by car, but the step forward is definitely notable».
Specialized is back
There is rather to think about the trade fair model, its effectiveness and attractiveness for large companies that have been independently managing their own communications for years with tailor-made events in various territories. It must be said that The Eurobike organizers were good at reading the signs and navigating the big city, with the idea of remaining in southern Germany.
«It was thought that the concept of the fair was in decline – admits Rossignoli – instead already last year we noticed a renewed desire to be thereCompanies that had left are coming back. Even Specialized, albeit with a limited presence in the external area, is back in the gameScott has increased the display meters, ditto KTM. If I really have to say one thing, Italian companies that once set the trend have so far shown themselves reluctantI've heard a lot, especially the big ones, but names like Colnago, Bianchi, Wilier and Santini have opted out, despite the fact that there are direct competitors like Sportful and the other big brands in the clothing sector that are in. But there will also be Campagnolo, Shimano and Sram on the component front. And Cipollini bicycles, among the first brands to join."
EICMA model
To make the offer more attractive and stimulating for the public, the formula also changesNo longer just an exhibition, but a celebration open to the general public.
«Eurobike is extended by one day – confirms Rossignoli – and it aligns itself with the EICMA model which has traced a new pathAfter Covid, people are eager to ride bicycles, so after the first two days, which are geared towards professionals, a record influx of people is expected, as the city of Frankfurt becomes the home of cycling. A week dedicated to two wheels has been announced and collateral initiatives are planned, which perhaps won't all start in the first year because Eurobike isn't that big. But I think this is just the beginning. Time to understand what Frankfurt's response is and then all the initiatives will be put on the table".
Desire to share
Covid has rewritten priorities. Sociality and sharing are back at the centre of interest and nothing like the fair can underline the vitality of a sector that needs make the technical and commercial proposal concreteLong waits for products and the promise of what's to come are tough pills to swallow for customers who want to quickly hold what they ordered. Seeing what it is, getting their hands on it, and experiencing the availability of the builders of their dreams is perhaps the best way to stay connected to a world that e-commerce, convenient and effective, still risks crumbling. Now more than ever, taking a step back will be the right way to move forward.
