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‘Dynamic markets require dynamic trade shows’ says Eurobike

Eurobike 2015

A release from bike industry trade show Eurobike notes that ‘the world’s leading trade shows stand out because they envision and anticipate developments in a given industry’. For over 25 years, Eurobike notes that it has been a barometer of trends, a ‘showplace for innovation and a seismograph of the cycling world of tomorrow’. Since 1991, from the early development of the mountain bike segment to mobility 4.0 solutions, Eurobike has been presenting products, themes and market changes that help to shape the future of the industry.

Eurobike continues… ‘Digitalization, connectivity, urbanization, environmentalism, health and mobility are the societal megatrends of the future and their influence on the bike industry is correspondingly large.’

“Twenty years ago, at Eurobike you could see where the development of the mountain bike was heading; in the last decade, you could see the potential that the electrified bicycle held. Eurobike 2017 is where the next phase of the highly dynamic global bicycle market will be launched,” said Klaus Wellmann, CEO of Messe Friedrichshafen.

Eurobike head Stefan Reisinger added, “Long-established manufacturers are losing relevance and at the same time new players are forcing their way into the market, a market whose 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, energy supplies and connectivity.”

He continued, “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 all market actors – no matter whether they are OEM or component manufacturers, bicycle brands, importers or specialty retailers – great opportunities as well as risk.”

Eurobike adds… ‘The world has changed since the Eurobike opened its doors for the first time over 25 years ago. Eurobike is the yardstick that measures the speed at which the bicycle market is changing – 20 years ago, hardly any trekking bike manufacturers were spotted at the Eurobike, 10 years ago the first e-bikes at Lake Constance were viewed with gentle bemusement and today the industry is talking about why brand x or y is no (longer) exhibiting in Friedrichshafen.’

At the same time, market structures have changed. The bicycle market is still characterized by a fragmented landscape of suppliers and dealers and in Germany, brick-and-mortar retailers’ share of overall sales remains at a very high, unchanged level. However, a closer look reveals that among the bike manufacturers of today, there are significantly more internationally structured companies than before.

A process of concentration has taken place in bike retail as well, especially since the turn of the century. At the same time, the typical bike retailer in Germany generates significantly higher revenues over a larger sales floor area than ten or twenty-five years ago.

These developments have brought with them a change in the market environment for the Eurobike industry trade show. The roles and functions of the show have become more diverse against the background of the changes in the bike market. The earlier, easy to understand set of relationships at an industry trade show, which could be simply described as ‘exhibitors meet retailers and media’, has become markedly more complex.

The future of Eurobike
“In a dynamic market like the bicycle industry, relevance as the industry’s leading event is not a status that you can sit back and take for granted,” said Stefan Reisinger, who is the head of the business area at Messe Friedrichshafen responsible for Eurobike, as well as other events. The decision of Messe Friedrichshafen to hold Eurobike as a pure B2B trade show starting in 2018 “was a decision that we didn’t make lightly,” Reisinger explained.

The decision to not open Eurobike 2018’s doors to consumers, necessitated by the 2018 show’s earlier date (Sunday 8 July 2018, to Tuesday 10 July 2018), was made by the end of last year’s event. Eurobike notes that to be able to offer interested manufacturers as much quality time with dealers and partners as possible within the framework of the three day Eurobike 2018, in the future the show organizers will ‘more strongly focus on individualized formats immediately before or after the show. These may range from test events to retreat opportunities that encourage interaction between exhibitors and trade visitors.’

Eurobike 2017 is open from 30 August to 2 September, from 09:00 to 18:00 CET. On the Business Days, from Wednesday to Friday, Eurobike is only open to industry visitors and accredited journalists.




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