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Spielwarenmesse eG

Spielwarenmesse eG befragt Industrie und Handel weltweit zur Krise

  • Aktuelles Stimmungsbild von Besuchern und Ausstellern
  • Schaffung neuer Arbeitsmodelle und Kommunikationsmaßnahmen

Jährlich treffen auf der Spielwarenmesse in Nürnberg rund 65.000 Einkäufer und Fachhändler auf 2.800 Hersteller. Um zu erfahren, wie sie mit der weltweiten Covid-19-Pandemie und deren Folgen umgehen, hat die Spielwarenmesse eG als Veranstalter des Branchenleitevents eine repräsentative Umfrage unter ihren Besuchern und Ausstellern durchgeführt. 1.810 Fachbesucher aus 42 Ländern sowie 548 Unternehmen aus 48 Ländern nahmen an der im Frühjahr durchgeführten Erhebung teil.

Auf Besucherseite haben Verantwortliche verschiedener Handelsformen den Fragebogen ausgefüllt – die meisten davon betreiben sowohl ein stationäres Geschäft als auch einen Onlineshop. Dabei konnten viele von ihnen neue Verkaufskanäle schaffen, um trotz der Covid-19-Pandemie für die Kunden erreichbar zu sein: in Form von bestehenden Onlineshops (43,9%), neu erstellten Onlineshops (9,1%), durch Lieferservice (22,8%), Abholung am Laden (14,4%), Initiativen lokaler Geschäfte (7,1%) oder durch neue Wege der Kundenkommunikation (18,3%). Bei der Art der Kommunikation standen Telefon, E-Mail, Messenger-Dienste, Social Media und Online-Werbung hoch im Kurs.

Trotz der Bemühungen des Fachhandels hat die Krise auch ihre Schattenseiten hinterlassen. Aufgrund der aktuellen Situation mussten 45,6% der Ladeninhaber Kurzarbeit anmelden und 18,6% von ihnen Mitarbeiter entlassen. Auswirkungen der Krise, die auch bei den befragten Herstellern der Spielwarenbranche spürbar sind. Hier vermeldeten 52,6% Kurzarbeit, 43,4% die Arbeit im Home-Office und 22,7% die Entlassung von Mitarbeitern. Gleichzeitig unterstützen die Unternehmen zu beliefernde Händler mit längeren Zahlungsfristen, Rabatten, beim Aufbau von Onlineshops oder durch die Direktlieferung zum Kunden.

Der Einsatz solcher vielseitigen Maßnahmen bringt in der Krise auch positive Aspekte hervor. Hersteller und Händler haben vor allem neue Wege der Kundenkommunikation geschaffen, digitale Angebote schneller umgesetzt als geplant oder ganz neu für sich entdeckt, ihre Geschäfts- und Arbeitszeitmodelle weiterentwickelt, das interne Krisenmanagement verbessert sowie den Teamgeist gestärkt. Dadurch blicken die Befragten relativ hoffnungsvoll dem restlichen Jahresverlauf entgegen: 25,8% der Händler und 32% der Hersteller rechnen mit einem Ausgleich des Umsatzeinbruchs durch neue Verkaufskanäle, 49,7% bzw. 45,5% mit der Erholung ihres Geschäfts.

„Die Ergebnisse bilden das aktuelle Stimmungsbild in der Spielwarenbranche ab. Die Krise stellt für Handel und Industrie eine enorme Herausforderung dar, beschleunigt aber gleichzeitig die Umsetzung neuer, zukunftsweisender Maßnahmen“, analysiert Ernst Kick, Vorstandsvorsitzender der Spielwarenmesse eG.

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Jährlich treffen auf der Spielwarenmesse in Nürnberg rund 65.000 Einkä ufer und Fachhändler auf 2.800 Hersteller. Um zu erfahren, wie sie mit der weltweiten Covid-19-Pandemie und deren Folgen umgehen, hat die Spielwarenmes se eG als Veranstalter des Branchenleitevents eine repräsentative Umfrage u nter ihren Besuchern und Ausstellern durchgeführt. 1.810 Fachbesucher aus 4 2 Ländern sowie 548 Unternehmen aus 48 Ländern nahmen an der im Frühjahr durchgeführten Erhebung teil.

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