December 1, 2020
The trade fair 2021 will be unique in many respects and therefore not comparable with a usual Ambiente, Christmasworld or Paperworld. The International Consumer Goods Show is a unique combination of the product groups of the Ambiente, Christmasworld and Paperworld trade fairs in the exceptional situation of the global pandemic. The Digital Days will also host a dedicated Remcon Seminars stream.
Almost the entire western part of the exhibition grounds will be occupied in new layout of Halls 8 to 12, supplemented by the Digital Days, where the purely digital content of Creativeworld will also be on display.
“Most important for us is that we make business meetings possible again in the first half of the year and are a reliable partner for our customers. Thanks to our comprehensive safety concept, the real exchange, which cannot be replaced by anything else, is possible at any time on site at the exhibition centre. The Digital Days provide a complementary virtual exchange with award-winning technology that uses artificial intelligence to precisely dovetail supply and demand,” emphasized Nicolette Naumann, Vice President Ambiente, Messe Frankfurt Exhibition GmbH. The new, hybrid concept enables international visitors to meet existing and new customers, get inspired and place orders, both in Frankfurt and from their workplace or home office.
“We are very pleased that over 2,000 exhibitors from 63 countries are breaking new ground with us. Digital trade fair supplements will remain in the future. In our view, this is the best answer to the current challenges,” added Naumann. In 2022, however, the events will again be separated and take place in the usual order cycle.
The almost fully booked-up western section of the fair presents furnishing and decorative accessories, living concepts, gifts and jewellery/fashionable accessories, products for the table, kitchen and household as well as festive and seasonal decorations, paper, stationery and office supplies, handicrafts and artists’ supplies. This addresses a very broad group of buyers from the consumer goods industry – from volume buyers to small retailers, importers and commercial end users.
Special times require clever measures: The Digital Days will take place parallel to the physical trade fair and offer even broader networking for all industry participants from around the world – including those who will not be able to travel to the event in April 2021 due to possible travel restrictions.
“Thus, the International Consumer Goods Show 2021 offers the best of both worlds: The irreplaceable live trade show experience on site and an online matchmaking and networking platform that primarily drives new customer business. We are thus enhancing the function of a trade fair. In addition to the event at the Frankfurt exhibition grounds, the Digital Days in the virtual space will create opportunities to generate leads, make direct contact with customers and significantly increase the reach of our corporate presence,” said Julia Uherek, Group Show Director Consumer Goods Fairs, Messe Frankfurt Exhibition GmbH.
All participants benefit from new additional digital features for interaction and networking. Based on the three pillars Matchmaking (for new contacts and meetings), Live-Stream (for knowledge transfer and inspiration) and the order platform Nextrade, visitors have the opportunity – parallel to the face-to-face event – to network, be inspired and order directly.
The live streaming makes the framework and conference program a digital experience. Four live streams are available for this purpose:
- The first stream reflects the fringe program of the physical trade show, via the Academy stage with expert contributions, panel discussions or guided tours on trends. This is broadcast live in the stream directly from the event.
- The second stream explicitly stands for Creativeworld, which will be completely suspended as a physical event this year, but will have a high presence at the Digital Days. From a separate studio, you will find the “latest insights” on materials, techniques and tools, exciting speakers and lectures.
- The third stream focuses on special interests such as the topic of sustainability or the Remcon Seminars with current topics from the remanfuacturing industry with lectures, panels and discussions.
- The fourth stream is exclusively available for exhibitors – for their own product presentation, for exhibitor panels and seminars or press conferences. Exhibitors can translate what takes place at the physical trade fair as events at their stand into digital form here. For this purpose, a dedicated web studio is available at the Messe Frankfurt exhibition grounds, where exhibitors can rent a studio. Or they can broadcast directly from their company headquarters or another studio.
On the basis of the exhibitor’s company profiles maintained online and the buyer’s interest queries during ticketing, AI-supported matchmaking independently networks with suitable business partners from all over the world, thereby pushing new, potentially interesting contacts around the clock. If there is a match, exhibitors and visitors can enter into direct contact via chat functions or face-to-face calls. Or they can use the digital Speed Networking feature to quickly make new contacts.
Using the digital order and data management platform Nextrade, buyers can order directly from exhibitors – just like at the trade fair. At Nextrade, suppliers and their products are present around the world 365 days a year, around the clock, and can thus activate inquiries and orders from dealers at any time at individual conditions. Dealers have access to all necessary up-to-date data such as pictures, price lists and product texts. This opens up completely new sales and distribution channels for exhibitors, especially abroad. The B2B marketplace Nextrade is the first order and data management platform for the home & living industry that has been bringing together supply and demand digitally for a year now – and thus creates great added value for both sides.
The best thing about the digital additions is that there are no restrictions due to trade fair opening times – exhibitors and buyers can thus be reached before the trade fair, during the trade fair days and even afterwards, and are able to actively generate leads. For example, physical visitors can initially concentrate on their visit to the trade fair and then follow interesting live streams, find additional business partners and place their orders.
Two to three pre-events before the event will familiarise participants with the new technology so that they can get started right away on April 17. “So everyone can try out what the virtual trade fair experience feels like and how it can best be combined with a real trade fair visit. There is a lot of potential here and we are very proud that we can realize this and make it a real experience with the Digital Days. With our digital offerings that complement the physical trade shows, we want to be the best partner for our customers for business encounters,” summarised Uherek.
With their ticket for the International Consumer Goods Show, visitors also receive full access to the Digital Days.
The International Consumer Goods Show and the Digital Days will take place in Frankfurt am Main from April 17 – 20, 2021.
Categories : Around the Industry