China’s leading international trade fair for the mid-range and high-end market sectors, Interior Lifestyle China, returns to Shanghai this September following a highly successful 2015 edition. Last year’s event saw a record 379 exhibitors from 14 countries & regions take part, with 20,610 buyers from 60 territories sourcing from a range of companies in dining, giving and living product groups. The fair will be held once again at the Shanghai New International Expo Centre from 20 – 22 September.

Speaking on the fair’s status in China, Ms Wendy Wen, Senior General Manager of Messe Frankfurt (HK) Ltd explained: “Interior Lifestyle China is the only fair of its kind in the country that focuses on the mid-range and premium sectors of the domestic household products and accessories market. These sectors in China have been growing in the last few years and still have more room for growth in the future, as confirmed by participants at last year’s fair and evidenced by the government’s focus on boosting domestic consumer spending, of which the fashion and design industries are a focus.”

Increasing consumer demand for unique lifestyle products to benefit overseas exhibitors

It is well known by now the Chinese government’s efforts to re-balance its economy by boosting domestic consumption, but what is less known is that this strategy includes a focus on fashionable and high-quality goods. This was confirmed in a ‘guiding opinion’ issued by China’s State Council, the country’s de facto cabinet, last November. It stated: “As consumer consumption changes from a pattern of imitation to one of personalisation and diversification, the development of industries related to individualised design will be promoted, especially due to younger generations preferring fashionable products and services which reflect their individuality.” The report went on to say: “With higher income levels, consumers, especially middle-income groups, are becoming more demanding regarding product quality, and are seeking products which are superior in terms of functionality, user experience, appearance and style.”

International exhibitors at last year’s Interior Lifestyle China confirmed this future potential in the Chinese market, as well as the current demand for overseas products and brands. “There’s lots of potential in the Chinese market, especially for high-end and made in Europe or Italy products, so we’re achieving a good result here,” Mr Giuseppe Alberto Bertozzini, CEO of Italy’s TVS SpA said last September. “Our sales haven’t been affected by the economic situation as we have high-quality products for the high-end, and this fair definitely targets this sector of the market.”

British designer Oliver Hemming, who exhibited last year as well, also experienced the changing preferences of local consumers. “It’s been quite a good fair for us as we’ve been getting a lot of attention, and we’re still growing strongly in China. We’re definitely more attractive to Chinese buyers being an overseas brand, that’s what the consumers here want. And they like the quality of our products too, they want the overseas design and quality aspects.” 

New fair theme for 2016: Encounter the Beauty of Life

Recognising the growing importance of the dining sector in the Chinese market, the overarching theme for Interior Lifestyle China 2016 will be Encounter the Beauty of Life, which involves extending the concept of ‘lifestyle’ from just the home to a broader reach within society. As China’s society continues to evolve, so do China’s mealtime traditions, and this is having a big impact on the dining products sector. Nowadays, with more disposable income and a greater focus on lifestyle, Chinese are eating outside of the home, especially at high-end venues, more frequently. What’s more, as the white-collar class grows and has less time to eat at home, restaurants catering to this market are in need of premium dining and design products. This evolution is particularly relevant to the contract business sector, especially those targeting small, boutique restaurants, cafes and bars. At the same time, this change to dining out more is also boosting in-store purchases of lifestyle products at a time of increasing competition from online stores, as many high-end eating places are located in shopping malls or areas with a high concentration of shops.

Interior Lifestyle China will cater to this need by adopting the theme of Encounter the Beauty of Life this year. Dining and interior decoration products from leading brands will be highlighted during the fair, while the fringe programme will have a special focus on this area including a theme area targeting mid-range and high-end buyers. It will include a concept display of dining culture, as well as dining room displays demonstrating the latest trends and applications. And within the forum section of the programme, interactive activities such as cooking classes will take place.

(Source: AsiaToday.com)