Interior Lifestyle China, the China International Trade Fair for Household Products and Accessories has announced that the theme for its 2012 show will be “Design Happiness”.
The four-day show, organized by Messe Frankfurt (Shanghai) Ltd, will run from 10-13 of October at the Shanghai Exhibition Center, Shanghai, China and is expected to attract 260 exhibitors, including pavilions from five countries and regions, as well as 17,000 visitors.
Established in 2007, Interior Lifestyle China is an extension of Ambiente, the world’s largest annual consumer goods fair held in Germany and a sister show to Interior Lifestyle Tokyo, a leading interior lifestyle fair in Japan. Interior Lifestyle China is the only trade fair that presents domestic and international brands to China’s high-end interior market. Since the inception of Interior Lifestyle China, almost all the well-known interior brands have exhibited their products at the Shanghai fair.
Commenting on the theme of ‘Design Happiness’ for the 2012 show, Mr. Evan Sha, General Manager, Messe Frankfurt (Shanghai) Co Ltd said: “We see the theme as an emotional measurement of Interior Lifestyle China and the Chinese market.”
He explained that according to a research by FeBay International, 70 to 80 percent of Chinese women make the consumer buying decision. Furthermore, women are expected to earn USD 18 trillion in 2014 and bank statistics already show that more than 60 percent of credit card users are women. Mr. Sha added: “As a result the emotional demands of female consumers are stimulating product design development for home wares and useful stylish home ware products are helping to change the burden of housework into a happier experience.“
Pre-show off-site events offer additional promotional opportunities for exhibitors
Interior Lifestyle China differentiates itself from other lifestyle shows by offering exhibitors additional pre-show off-site promotional events giving them the chance to build effective communication with a professional audience and their target consumers. These events, to be held in China, are known as “Moment of Happiness” and the first one was launched in June at an up-market Shanghai shopping mall.
Commenting on the event, Mr. Sha said: “Guests who were familiar with the brands through our show, were impressed that these high-end household items were no longer just goods on display racks but were goods which created a warm family environment experience outside of the exhibition platform. It helped to close the emotional distance between the brand and each user. “