Visitor and exhibitor numbers revealed a positivity towards Interior Lifestyle China's new venue - the Shanghai New International Expo Centre (SNIEC), Shanghai, China.
Organised by Messe Frankfurt Shanghai, 17,015 visitors from 37 countries and regions viewed products and brands from 282 exhibitors including new pavilions from India and the US as well as returning pavilions from France, Germany, and Taiwan region.
Commenting on the show, Ms Wendy Wen, senior general manager for Messe Frankfurt (HK) says: “The new venue played an important role in attracting more visitors and exhibitors to the show. It is ideal for the continued expansion of Interior Lifestyle China as more local and international companies are wanting to enter the Chinese market. For example, this year we had the space to create the first ever China Premiere Supplier Zone to help local companies such as Zibu Intrue, Pioneer Effort and Tick & Tock become a brand name in China. Previously most have been export-orientated suppliers but now they can learn from branded companies at the show. This helps us to achieve our aim of offering buyers a whole industry chain at the show.”
As the only show serving the local mid-to-high-end interior market, this year’s Interior Lifestyle China attracted 176 domestic exhibitors and 106 international exhibitors. Among the key established Chinese brands were Likuai, Miracle Dynasty, Omuda, Tayohya, and Zhejiang Nan Song.
Samuel Wang, deputy general manager of Tayohya, says: “We consider Interior Lifestyle China as an annual must-attend industry event to meet with franchisees, designers, manufacturers and suppliers. As the fair has a sharp focus on the Chinese market, we are hoping to educate and inspire Chinese consumers about the importance of lifestyle through different demonstrations and displays. I am pleased to say that we achieved a better result than last year.”
Among the key brands from 18 overseas countries and regions were Ballarini from Italy; Deshoulieres (French Pavilion); as well as Miji, Rosenthal, Villeroy & Boch and WMF (German Pavilion).
Exhibiting at the show for the first time was tableware and glassware company Villeroy & Boch. Ms Serena Wang, marketing manager, Tableware Retail Division, said the show had met all her objectives.
Local visitors were impressed by the show. First time visitor Mr Xiang Hai Ming, MD and designer at D-cross Space Architectural Design Consultant Co said it was good to see local and international brands. “It’s important to combine these two elements if you want to market your products in China as consumers are getting more sophisticated. We are amazed with the show’s atmosphere and exhibits are very trendy with good quality.”
The event also appealed to International buyers. Ms Beata Bosselmann, division manager at Polish company Vershold says: “The show is very interesting. I can see what is going on in the household and decoration industry and the new trends.”
During Interior Lifestyle China nine full capacity seminars were held, covering the topics of international and local design as well as retailing. Some of the seminars were supported by different display areas and zones.
The Ambiente Trends session was presented by German designer Annetta Palmisano from the renowned trend bureau Stilbuero bora.herke.palmisano. This was supported by the first Ambiente Trends area displaying the four trends of Blossom Field, Classic Ground, Eccentric Domain, and Contrasting Sphere, illustrated by exhibitor products.
Another seminar was Design Connect, a discussion moderated by Mr Qing Gu, Editor-in-chief of China’s Grand Design magazine together with speakers Ms Kay Shieh, founder of JIA Inc and Mr Yifan Zhang and Mr Weijie Yang, representing two young designers from the show’s Talents zone which promoted the work of Chinese and Japanese designers.
This year’s fringe programme also had a strong business focus with three seminars dedicated to retailing and supported by The Store of Happiness with its “Gift to Life” show theme and The Concept House.
Mr Daniel Lambert, a German retail and branding expert from Daniel Lambert Retail Solutions, presented Emotional Retail Management, Inspiring Your Customer by Turning Your Point of Sale to a Point of Interest. He commented: “The audience was responsive. I am impressed by how many stores in Shanghai are doing retailing principles but I feel there is a need for local stores to improve their knowledge of retailing.”
Seminar audience members appreciated the opportunity to learn more. Ms Cai Yu Xia from Shanghai Huideli Trading Co Ltd, China attended the Happy Tayohya Marketing Lifestyle for 15 Years seminar presented by Mr Samuel Wang, Tayohya’s Deputy General Manager. She explains: “I can learn the home product trends and lifestyle from this seminar. I think the home living market in China is doing well as people are more concerned about a better way of living.”
The other two retail focussed seminars were: Lifestyle Retail Market Forum presented by The Shanghai Commercial Information Center and Revolution in Household Product Retail Industry of 2013 – Likuai’s 18-year Experience presented by Mr Xijun Xiang, MD of Likuai China.
Hosted by the China City Commercial Network and co-organised by the Shanghai Municipal Commercial Information Center, Shanghai Brand Development Center and Messe Frankfurt (Shanghai), the Home Style Awards acknowledge high-quality products as well as setting the trend direction for the interior industry.
This year’s award attracted 149 entries from 50 local and international brands and in total 27 exhibitors from six countries and regions were honoured in the three categories of Best Look Award, Best Practical Use and Best Green Style Award.
The next Interior Lifestyle China will be held 18 – 20 September 2014.
