Strong synergy, high efficiency, maximum inspiration: The new business home of the stationery industry
16 febbraio 2022
From 2023, the three leading consumergoods fairs Ambiente, Christmasworld and Creativeworld will be held simultaneously and thus for the first time at the Frankfurt exhibition centre from 3/4 to 7 February 2023. In order to link relevant market players even more intensively and actively promote business with new customers, the range of paper, office supplies and stationery products will be repositioned within the three leading trade fairs.
The leading international marketplace for the paper, office supplies and stationery sector is being rethought: in future, the individual product segments of Paperworld will be presented in the leading international trade fairs Ambiente, Christmasworld and Creativeworld in a way that is both target group-specific and theme-specific. "One thing is quite clear: the former exhibitors and visitor target groups of Paperworld will continue to find their business home in Frankfurt in the future and in exciting product segments, freshly put together according to synergies and efficiency, which equally reflect the increasing fusion of the lifeworld home & office. In this way, we are actively addressing the changes in the market, introducing our exhibitors to new, potential buyer groups and thus creating real added value. We give trade visitors numerous new business impulses and inspiration through changed perspectives", explains Philipp Ferger, Vice President Consumer Goods Fairs.
The office product segments (office supplies and equipment, office papers, Remanexpo, Future of Work) will be presented in the new lifeworld Ambiente Working - as an ideal complement and strategic, conceptual extension of the world's leading fair for Living, Giving and Dining. "We are moving with the times, because New Work and lifestyle trends are growing together immensely. The boundaries between home & office are fluid. This is leading to a major change in the stationery sector in terms of manufacturers' product portfolios, changed sales channels and target groups that we can serve better in the new context", says Yvonne Engelmann, Director Living, Giving, Working.
The new environment under the motto "Home of Consumer Goods" establishes strong links to contract furnishing with products and furnishing concepts and thus offers the stationery sector completely different, new development opportunities. "Contract furnishing has always been a strategically important component of Ambiente - for example, the Contract Business theme for Living or HoReCa for Dining. This is not only about furnishing commercial properties, such as restaurants, hotels, co-working spaces or offices, but also about furnishing our homes, including home offices. In other words, there is exciting synergy potential - for our exhibitors as well as visitors", Ferger emphasises.
Stationery and school supplies complement the product mix at Ambiente Giving. "Stationery products such as stationery and gift articles as well as greeting cards also belong firmly together in the trade. By bringing them together, we are creating the greatest possible attention for manufacturers and, at the same time, an extremely attractive product range for retailers, which is not shown anywhere else in this complete breadth and depth. School supplies will also be newly embedded, because the start of school is an absolute gift occasion for family and friends", Engelmann adds. This is intended to achieve an impulse-bringing change of perspective on the product world around school, which stimulates new assortment connections and business relationships.
The packaging and ribbon product groups are closely linked to the theme of celebrating and giving. Christmas is the seasonal occasion with the highest volume of gifts in the year and therefore the season that drives sales for these product areas. In future, they will therefore be presented at Christmasworld, the leading international trade fair for seasonal and festive decorations. This is where the trade, whether large-volume (garden centres, DIY stores, florists' wholesalers, food retailers and drugstores) or retail, will find the greatest inspiration.
Creative writing, painting and drawing materials will in future expand the portfolio of Creativeworld, the world's leading trade fair for hobby, craft and artists' supplies. "In future, we will present the manufacturers' current ranges in a more contemporary and even more visitor-friendly way. In doing so, we naturally have overlapping buyer groups in mind and take into account the change in the product portfolio of classic writing utensil manufacturers towards creative products", says Eva Olbrich, Director Christmasworld and Creativeworld.
Optimal field for acquiring new customers
What exactly should this look like? What will be to be discovered where in the future? The new hall plan provides the answers. The product mix is presented in a completely new hall structure. This reflects the changing lifestyles and demands of the market in a future-oriented way.
In the Giving section, Ambiente occupies Hall 4.0 with Gifts & School and Hall 4.1 with Urban Gifts & Stationery. The new Ambiente Working section will be in Hall 4.2 with Office, Remanexpo and Future of Work. Christmasworld will occupy Halls 5.0, 5.1, 6.0, 6.1 and 6.2. In future, the ribbons and packaging section will be located in Hall 6.1. Creativeworld will be in Halls 1.1 and 1.2 with creative writing, painting and drawing materials.
On a total of 27 hall levels, the successful Ambiente, Christmasworld and Creativeworld formats will thus be expanded with new product groups, their concepts further developed and thus positioned for the future. Together, they represent the world's most comprehensive range of consumer goods. Under the motto "Home of Consumer Goods", Frankfurt will become the central hub for all forms of trade as well as for the growth segments HoReCa, Contract Business and Concept Decoration.
"By combining the events on one date at one venue, we are specifically introducing our exhibitors to new visitor target groups. Visitors have the chance to discover new exhibitors and place orders with them. In this way, we are preparing an optimal playing field for the acquisition of new customers, which is essential in these volatile times," summarises Ferger.
For more information: www.consumergoods-frankfurt.com