Baselworld: Transformation now!

Measured in square meters, Baselworld will never be what it once was. But the vision of the future presented at the closing conference on March 26, 2019 in Basel was impressive. It had hand and foot, a revelation. Exhibition director Michel Loris-Melikoff put the extensive research this way: "You spoke - we listened." The future concept presented afterwards made it clear that this was more than just an advertising slogan. With an appropriate customer orientation, the turnaround of Baselworld, the world's leading trade show, has chances of becoming a departure into a positive future. Baselworld 2020 and beyond - Michel Loris-Melikoff spoke of a three to five-year horizon for the relaunch - will be renewed at all levels. 

The trade fair will become an experience platform 365 days a year, the classic individual stands of the major watch brands are expected to contribute only 15 percent to the added value of Baselworld, the lion's share of 55 percent of the revenue is to be generated from the fair's own "infrastructures" and 30 percent with other services. For these new infrastructures, trade fair construction companies from all over Europe are to be called upon. Not insignificant: The current advisory board of the fair will also be renewed.

Moments of honesty: for the first time in years, Baselworld published its (declining) key figures. They are all down around 20%: 81200 visitors (-22%), 520 brands (-20%), 3300 media representatives (-12%)) still come to the Rhine. But this is not a misfortune. What counts today are good, not many contacts within a community. And finally, the future Baselworld will consistently focus on addressing its industry community 365 days a year. The 365-day communication relies on live broadcasts, augmented reality, on chatbots and pop-up events as a combination of the digital and physical experience. Michel Loris-Melikoff: "Baselworld will be live, digital and compelling year-round."
Regardless of the 2020 vision presented and beyond, Michel Loris-Melikoff spoke of a three- to five-year turnaround horizon, Julien Rotstein of Tirisi Jewelry in Amsterdam, which has exhibited in Basel since the 1970s, said, "Baselworld is a must for our jewelry industry. In 2019, we had a record year."

What is an Experience Platform in contrast to the classic trade fair format? Baselworld 2020 is aimed at the major watch and jewelry brands, the gemstone industry and, as before, suppliers. The target audience is distributors, consumers, retail companies, collectors, journalists, bloggers, influencers and VIPs. New pillars of the experience platform will be innovative event zones, AR and VR zones, there will be a retailer summit with CEO talks and a C-concierge will facilitate access to the fair electronically. 

Baselworld has not only presented a vision of the future based on extensive research. The necessary transformation is also expressed in the new business model. Only 15 percent of the expected revenue is to be generated from classic individual stands, but 55 percent from "infrastructures" designed by the MCH Group (see picture), i.e. exhibition areas with stands from the MCH Group.

Since most of the expected turnover is to be generated on the aforementioned "infrastructures", which were presented as layout renderings, the MCH Group needs support in exhibition construction. Michel Loris- Melikoff: "We are opening up the field beyond Expomobilia." For Swiss stand builders? "Also in Europe, there are also in Europe good exhibition builders."

And, Mr. Loris-Melikoff, what about key customers who had withdrawn from Baselworld, like the Swatch Group? Will they return? Are you talking to them? Michel Loris-Melikoff: "Of course we are talking to all the brands. But a return does not depend on us alone!"
Baselworld 2020 will take place from April 30 - May 5, 2020.