Even before the pandemic, there had been the emergence of several digital platforms parallel to the major B2B events in the fashion supply chain with the task of maintaining contact between companies and buyers and a high level of “buzz” about the events, during and after the fair. Due to the pandemic, what was an option in the past, has however become a necessity to preside over the markets at a time when physical presence events have been subject to restriction. The resulting experiences have enriched platforms with new ways of doing business, but also with in-depth content, events, webinars, presentations, taking a path of no return that will push the fairs of the future to be ever more phygital.
This is what emerges from the round table “The role of B2B events in the post-Covid supply chain”, promoted by Expo Riva Show which saw the participation of a panel of important personalities from the trade fair and association scene of the footwear sector: Tommaso Cancellara, CEO of Micam and General Manager of Assocalzaturifici, Siro Badon, president of Assocalzaturifici, Lino Mattiozzi, President of Assoprov, and Roberto Pellegrini, president of Riva del Garda Fierecongressi.
The digitisation of B2B events has been the only parachute in the footwear sector that, due to the pandemic, recorded double-digit drops in both production and exports, says Siro Badon: “The sector’s activites collapsed allong the entire supply chain: the slight recovery in sales recorded both on domestic and international markets in September was swept away by the second wave. Our seven main footwear districts must respond to the Covid challenge with innovation, process quality, sustainability. Digitisation is a critical factor in being present on the markets at this time when it is not possible to do it physically”.
Tommaso Cancellara adds that in the post-Covid era, B2B events will not be able to do without the phygital formula: “Whoever invests in digital channels will be successful”. He therefore indicates three drivers that will build on the success of the next few years: “technology, from the use of blockchain to Industry 4.0; the Asia Pacific market and sustainability”, an essential factor for Generation Z, the target aimed at by the current market.
The need to protect the supply chain is instead invoked by Assoprov intermediaries who, penalised by the lockdown periods, have had an important resource in digital to continue their B2B activity thanks to the inauguration of the new website where their 70 members were able to network, find information, train: “Tools to grow and innovate, without however being able to replace a physical moment. – comments Lino Mattiozzi – It is good that Expo Riva Schuh has created a digital platform to keep the dialogue and business between operators open during these times, but we are looking forward to meeting physically again”.
Also Roberto Pellegrini hopes for a return to the classic trade fair formula, who in his speech reaffirms the “glocal” role of Expo Riva Schuh: “Ours is a great global event, where the international dimension is enhanced in the encounter with the local, the extraordinary territory of Alto Garda which is ready to return to host the world of volume footwear and leather goods next June, for the physical exhibition”.
