On September 8, 2022, according to Interbrush's official report, Interbrush, an international brush industry exhibition held by FWTM at the Freiburg Exhibition Center in Germany since 1977, announced that it would be permanently suspended. As soon as the news came out, the global brush industry trembled.
Previously, due to the global spread of the new crown epidemic, Interbrush2020 was postponed twice, and finally set for 2024. Is it because the epidemic caused Interbrush to be unable to continue its glory? It may be more than that. Factors such as industrial transfer, changing times, and commercial operations may also be important factors for its announcement of permanent suspension.
On December 7, 2021, Sharonski officially announced his permanent withdrawal from Interbrush. This strategic decision will have a traumatic impact on Interbrush. Interbrush CEO Strowitzki Daniel said that this will leave a huge loophole.As one of the founding exhibitors of Interbrossa (Interbrush), Sharonsky has a 43-year cooperative relationship with Interbrush and has an independent pavilion. It can be said to play a pivotal role in the influence of the exhibition.
But what exactly made Sharonski decide to quit?
With a century-old history, Sharonsky is a leading equipment supplier in the field of industrial brushes, household cleaning brushes and beauty brushes. Peripheral products were born.Relying on top brush-making technology, automation technology and precision mold manufacturing experience, Sharonsky seized the valuable outbreak opportunity in the promotion of global research on the COVID-19 vaccine, and developed molds and automation equipment for the medical industry. Equipment has become the fastest growing department of the company's business.
In just one year, Sharonsky completed the transformation from the traditional brush-making industry to the medical technology field with a larger market space and a higher threshold under the rare historical opportunity. It is not difficult to see that the clear strategic goal of Sharonsky, who has accumulated a century of technology, is transformation and upgrading, and they have chosen the medical field with huge space. Obviously, in the face of the medical technology field with a higher threshold and a larger market space, the original brush-making industry is no longer the core of Sharonsky's future strategy, which may be the basis for Sharonsky to announce his permanent withdrawal from Interbrush in 2021. reason.
Purely relying on technological innovation cannot meet market demand
Once upon a time, the four-year holding cycle of Interbrush has become a golden rhythm. The industry often calls it the "Olympics" of the brush industry. With the global spread of the new crown epidemic, Interbrush 2020 was once postponed to 2024, which also indicates the distance Interbrush2016 will be the first time in eight years. Focusing on displaying technological progress and innovation, solving information differentiation, and building trust face-to-face are the core values of the exhibition. Every four years can provide enough space for enterprises to develop new technologies in terms of technological progress, but it is difficult to solve information differentiation and face-to-face. The four-year cycle seems to be too long on the issue of trust-building.
In the European exhibition industry, there are many professional exhibitions held every four years. Such a holding cycle is based on the connection between people in the last century. Today, the way people communicate with each other has undergone tremendous changes. Especially when the mobile Internet is highly developed, many German organizers have adjusted the exhibition period to three or two years.Interbrush has always insisted on the longest holding period, and has overly relied on technological progress, thus ignoring the key role of the exhibition in solving problems such as face-to-face interaction, information differentiation, and trust connection. This may also be one of the factors for its permanent suspension .
Interbrush, which has the reputation of "Olympics" in the global brush industry, once had a very high reputation in the industry. Interbrush's core revenue consists of booths, advertisements, and ticket fees (tickets are the core revenue), and its revenue capacity is extremely low in Germany. Although the cost of participation has been reduced for the majority of exhibitors, from the perspective of the basic business logic, there are obvious shortcomings in sustainability.
If its profitability is insufficient, it is difficult to form an excellent team of talents to serve the exhibition for a long time. Interbrush, which once attracted worldwide attention, was announced to be closed, and a generation of heroes came to a glorious end, which became a major regret in the industry.
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