The market for kitchen products in Germany is largely split between existing participants. To generate market growth, companies have to develop innovations, capture new markets or win new customers. For companies with these objectives, LivingKitchen, the international kitchen show co-located with imm cologne, is the perfect platform for the German kitchen market.
Generating growth markets at LivingKitchen
The team led by Matthias Pollmann, Vice President Trade Fair Management, and Bernd Sanden, Director of LivingKitchen, is already in the midst of preparations for LivingKitchen 2021 and can put forward plenty of good arguments why the event will be a success: "The German kitchen industry is a global leader. Kitchens made in Germany are synonymous with an immense capacity for technical innovations and design with a confident style. They are sought-after consumer products across the globe. LivingKitchen is the home event for the German kitchen industry and presents its offerings to international purchase decision makers in Cologne. No other trade fair in the world shows what our industry is capable of so clearly." Growing export markets, such as China, India or currently the US, are suitable destination countries for German kitchen manufacturers - and the most important decision makers from these markets will be at LivingKitchen in Cologne. In total, 149,500 visitors from 139 countries travelled to the 2019 event. The proportion of foreign trade visitors rose to more than 50,000 (52%) following intense communication and visitor acquisition activities by Koelnmesse. The growth in visitors was generated by above-average rises from China (+25%), the Netherlands (+5%), Denmark (+11%), Eastern Europe (+13%) and other regions, including Northern Europe (+14%).
Generating synergies and content with imm cologne
The co-located events imm cologne and LivingKitchen, hosted every two years, have demonstrated one thing: Interior trends no longer have any boundaries. The kitchen is increasingly merging into the living area, and trend-led design elements appear in exactly the same form in kitchen furniture. In response to the growing blurring of the different areas of the home, the co-located events offer trade visitors insights into all fields of interior design - including the bathroom - as imm cologne covers all aspects of home living. In addition to purchasing officers and retailers, the event is also attended by architects and interior designers - the target group otherwise known as interior professionals - who are seeking a comprehensive overview of the innovations and concepts developed by on-trend, design- and lifestyle-oriented interior brands. As LivingKitchen set outs to represent the sphere of kitchens, cooking, home living and food holistically, the event also reflects many social developments that are giving the interior design industry fresh momentum. The kitchen industry stands to benefit from this by using LivingKitchen 2021 not only to present design-led, intelligent solutions, but also to showcase sustainable, space-optimised kitchen concepts. The theme of food will naturally also feature again at numerous events, like Future Foodstyles in 2019, and will be closely linked to exhibitors' activities.
Think tank and networking: LivingKitchen is where the whole industry meets
The industry gathers in Cologne. No other trade fair offers a better benchmark for companies looking to compare themselves to competitors and evaluate suppliers, or a better platform for starting a dialogue with market partners. And the proportion of international exhibitors is continually rising. LivingKitchen is the trade fair within easy reach for the kitchen industry and its source of inspiration all year round.
The kitchen retail trade reloaded: digitalisation is driving innovations on the product and sales level
Trade fairs have a choice: they can respond to market challenges or ignore them. imm cologne has been the interior design industry's partner for years and provides platforms for discussing and developing groundbreaking market forms and sales channels. The two directors want to apply this holistic objective to the further development of the kitchen retail trade at LivingKitchen 2021: "It's no longer just about having beautiful products or innovations; a trade fair should develop the future of kitchen retail together with all its market partners. Digitalisation on the product and sales level and the resulting market opportunities will be the focus of LivingKitchen 2021. To foster dialogue, we will host symposiums and talks forums, and stage future visions of the kitchen. We want to give tomorrow's kitchen retail trade fresh momentum," say Pollmann and Sanden. Alfredo Häberli's Future Kitchen at LivingKitchen 2019 already served as a much-discussed vision for the sector. The Future Kitchen series will be continued, as will the coverage of the smart home. The Smart Village exhibition at imm cologne 2020 will take the next step in this direction in the new year with three scenarios in the form of walk-in installation spaces. The next stage will be realised at LivingKitchen 2021 in the new Hall 1plus. The trade fair organisers behind LivingKitchen aim to mobilise the German kitchen retail trade to attend the event and to further increase the numbers of visitors from the German retail market, along with other target groups.
The kitchen industry will start 2021 with a sales boost from Cologne
LivingKitchen 2019 clearly demonstrated one thing once again: It ensures that kitchens are ubiquitous in the media in the run-up to the event and following it. Koelnmesse will again initiate extensive communications activities for LivingKitchen 2021 and make kitchens a focus of interest among the public - utilising both conventional tools and a wide range of social media activities. These measures make LivingKitchen a communication platform in the German-speaking region and an opportunity for the industry to generate sales similar to Kitchen Day, the event series initiated by the Arbeitsgemeinschaft Die Moderne Küche e.V. (Association for Modern Kitchens, AMK). LivingKitchen exhibitors use the kitchen show to raise the profile of their brands. The event guarantees that new measures to stimulate sales will succeed. The numbers of end consumers from the Cologne region who visited LivingKitchen in 2019 with the intention of purchasing specific products rose from 46,000 (2017) to 61,400. This growth is something that Koelnmesse will promote in 2021.
Additional boost: new trade fair hall to mark its official opening at LivingKitchen
As part of its Koelnmesse 3.0 project, Koelnmesse is investing in extensive measures to expand the infrastructure on the fair grounds. While it is gradually extending the digital visitor signposting system - a unique feature in the industry, LivingKitchen 2021 will mark Koelnmesse's official opening of the new Hall 1plus, which will serve as the foundation for the international kitchen show's new direction. "We are responding to market developments and will use Hall 1plus to showcase cross-industry concepts for networked home automation in the context of lifestyle brands. With this measure, one of our objectives is to bring the major brands from the kitchen appliances sector together at LivingKitchen. We want to offer the German kitchen industry the ideal platform for commercial success," concludes Bernd Sanden, Director of LivingKitchen.
Editor's note: A press conference on the new Hall 1plus will be hosted on 14 January 2020 at imm cologne 2020.
Koelnmesse – Global Competence in Furniture, Interiors and Design: Koelnmesse is the world’s top trade fair organiser for the areas of furnishing, living and lifestyle. At the trade fair hub of Cologne, the leading international fair imm cologne as well as the trade fair formats of LivingKitchen, ORGATEC, spoga+gafa, interzum and Kind + Jugend rank among the internationally renowned and established industry meeting places. These fairs comprehensively represent the upholstered and case furniture segment, the kitchen industry, the office furniture sector and outdoor living as well as the innovations of the furniture supply industry. Over the last few years, Koelnmesse has specifically added international fairs in the most important fast-expanding markets to its portfolio. These include idd Shanghai, interzum bogotá in Bogotá, interzum guangzhou in Guangzhou and Pueri Expo in Sao Paulo. With ambista, the online portal for the interiors business, Koelnmesse offers direct access to products, contacts, expertise and events relevant to the industry all year round.
Further information is available at: www.global-competence.net/interiors/
Further information about ambista: www.ambista.com/
The next events:
imm cologne - THE INTERIOR BUSINESS EVENT (open to the public on Friday, Saturday and Sunday), Cologne 13.01. - 19.01.2020
ZOW - SUPPLIER FAIR FOR THE FURNITURE AND INTERIOR DESIGN INDUSTRY, Bad Salzuflen 04.02. - 06.02.2020
interzum guangzhou - Asia's leading trade fair for woodworking machinery, furniture production and interior design, Guangzhou 28.03. - 31.03.2020
Note for editorial offices:
LivingKitchen photos are available in our image database on the Internet at www.livingkitchen-cologne.com in the “News” section.
Press information is available at: http://www.livingkitchen-cologne.com/news/content-for-media-representatives/press-information/press-releases.php
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