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From Home Furnishing Business

Changes at Interior Lifestyle China

Buyers attending this year’s Sept. 18-20 Interior Lifestyle China at the Shanghai New International Expo Centre will find sourcing easier and more efficient due to improved product categorization of the show’s two halls.

The three-day show is organized by Messe Frankfurt and is expected to attract 350 exhibitors and 23,000 local and international visitors.

“With clearer categorization, we are improving sourcing efficiency. The first hall will feature living and giving lifestyle items, while the second hall will showcase dining products and the various country pavilions," said Wendy Wen, senior general manager for Messe Frankfurt. "China’s premier suppliers will be located in either of the two halls, depending on their product categories.”

This year's Home Style Award also will change focus from product design to design displays. This year’s Home Style Awards, organized by the Shanghai Brand Development Center, Lifestyle Brand Committee and Messe Frankfurt (Shanghai), will honor the best themed display at an Interior Lifestyle China exhibitor booth. Industry experts and the media will vote onsite during the first day of the show and the winner will receive their prize at an award ceremony the same evening.

In addition, there will be a Home Style Award for the Best Store Display. 

“As well as the best display award, the Shanghai Brand Development Center and Messe Frankfurt also want to enhance store displays by asking retail stores and other invited participants to compete for the Best Store Display Award," Wen said. "Both awards are aimed at supporting the lifestyle retail industry and we hope this will help drive development across the industry.”

As well as displaying photographs of participating stores and retailers, Interior Lifestyle China will have a Window and Store Display area which will feature window and counter displays created by a merchandiser working for a well-known international brand. This will demonstrate the difference in display strategies between western and Chinese designers. In addition, seminars will be conducted in the display area to encourage the exchange of information.

According to the “How Active Are Retailers Globally” report by CBRE, a leading international commercial real estate services and investment company, international retailers (22 percent) and Asian retailers (58 percent) are targeting China, making it the hottest market in the Asia Pacific region and the fifth-hottest market in the world. The report also states that Chinese consumers are turning from classical luxury products to less luxurious brands and sub brands that interpret their personalities. This change is affecting fashion as well as lifestyle and household products.

In March, China’s State Council said that emphasis must be given to brand building to promote consumer consumption that includes leisure and lifestyle products. In addition, more new domestic products/brands are encouraged in order to compete with international brands. Furthermore, retailers are asked to be more creative in their store decoration and product displays.

For more information about Interior Lifestyle China, click here.

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