Page 14 - CTB N15 - 2016-03

INTERVIEW
Interview with Katharina C. Hamma, Chief Operating Officer of Koelnmesse GmbH at THE TIRE COLOGNE
CommercialTyre
Management
and Fleet Business
Katharina C. Hamma, Chief Operating Officer of Koelnmesse GmbH
the tyre industry. The industry wants to move forward and has therefore decided in favour of the move to Cologne.
Question: What is the core statement in the concept of the THE TIRE COLOGNE, the event USP?
Katharina C. Hamma: First: the independent and comprehensive reflection of the industry at all levels, in one place, and at the right time. Second: the internationalisation of all relevant industry segments, and third: the generation of new visitor target groups. In addition to the themes of online commerce and workshop services, we in this way address target groups like fleet managers and transport companies. We will also clearly emphasise the topic of recycling, which has to date only been coverted inadequately – additional added value for industry and commerce.
Question: Your dates are the original date for Reifen; automechanika is in September. Which date is better for the industry?
Katharina C. Hamma: May is definitively and clearly the right point in time for the industry: the winter season and the time for changing tyres has passed, and the trade now has time to prepare and plan for the coming months. In September everyone is already heavily involved again with the upcoming winter business. There was a reason why the event in Essen took place in May.
Question: What does cooperation with the BRV look like, and what can we expect from it?
Katharina C. Hamma: With the Bundesverband Reifenhandel und Vulkaniseur-Handwerk e.V. (BRV) we have a very strong partner, with an excellent network for supply and demand,
and with a good sense for the direction in which the the industry needs to develop in order to be "fit for the future". The in-depth industry knowledge, the broad network and the valuable connections with international partner associations perfectly supplement our activities. This insider knowledge is extremely valuable for us, for example, where target group-compatible communication, supporting programme and lobbying are involved.
Question: Which visitor structures does THE TIRE COLOGNE want to address?
Katharina C. Hamma: As a leading tyre fair, first of all the national and international wholesale and retail tyre trade, of course. We address other visitor potential in the segments online commerce and automotive workshops, as well as automotive dealerships or contract partners. We also want to generate new visitor target groups from the areas of fleet management and recycling.
The "fleet management" segment promises attractive potential. Here it is not only about the car fleets of companies, but also the fleets, for example, of transport companies, construction companies or other businesses. Fleet management looks after all strategic and operative tasks necessary to efficiently manage a fleet. These also include all matters and planning surrounding the theme of tyres and tyre services, because goal- oriented planning saves time and money. We want to promote contact and potential business relations between the tyre industry, the tyre trade and fleet managers in a targeted fashion. Recycling is an exciting topic for the industry in the future, and one which has had little attention in the past: in addition to remoulding, thermal and material recycling offers interesting potential for
Question: Why is THE TIRE COLOGNE the new tyre trade fair? How does THE TIRE COLOGNE differ from the previous event in Essen?
Katharina C. Hamma: The industry wanted a change, needs to keep developing, and Koelnmesse can meet these requirements. Every industry requires perspectives on how the future direction and potential for further growth can be developed and realised. In our concept we have defined clear strategic and conceptual goals to reflect these perspectives and put them into practice. In the process we will retain the positives of the previous event and also bring new strengths. The two cornerstones of our strategy are increased international orientation and the incorporation of new target groups. Much of this has been neglected in the past.
THE TIRE COLOGNE is the legitimate successor event of Reifen, but will considerably expand the offering in comparison to the Essen event. The Tire Cologne will provide a reflection of the industry at all levels that corresponds exactly to the needs of the market and underlines the future orientation in the specialist tyre trade: this of course includes the tyre industry and the tyre trade, including related segments like rims,
remoulding, the wholesale trade, but also additional services in the tyre workshop, whether these involve brakes, lights, engine settings or shock absorbers. Here, however, we don't only focus only on cars, as is the case at the new Reifen location. Instead, we address all of the relevant industry target groups: trucks, commercial and industrial vehicles, special vehicles and two-wheelers. At THE TIRE COLOGNE, the trade visitor will find everything in one place without the distraction of exhibits of no relevance to him.
Question: Reifen and automechanika are merging – isn't that a big advantage?
Katharina C. Hamma: In a game of chess one might say: good move. But no more than that. The global tyre industry is strong and confident enough for its own trade fair platform; one which presents what the industry needs in concentrated form. The option of docking onto another trade fair as a satellite event in no way fits with the self-image of the industry and its strengths. What's needed is an independent business platform that develops with our conceptual changes for the future. Several attempts have been made in the past to tie in the industry with automechanika, but this was never really a suitable option for
14 Commercial Tyre Business