Visitor and exhibitor numbers revealed a positive response to the new show venue for Interior Lifestyle China when it was held September 25-27 at the Shanghai New International Expo Centre (SNIEC), Shanghai, China.

Organized 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, Wendy Wen, senior general manager for Messe Frankfurt (HK) said: “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.”

Key brands vie for a piece of the rapidly growing local market

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.

Commenting on the show Wayne Xiang, president of Likuai said: “It’s important to be present at this professional and well-recognised industry event. It helps to maintain our brand awareness. To further expand this market, you need to bring in more innovative products and this is why we always bring new products every time we exhibit.”

Samuel Wang, deputy general manager of Tayohya added: “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). 

Jason Huang, Sales Manager for Ballarini said the show is recognised within the industry for its quality and professionalism. “We think the positioning of the fair matches our product profile, and we have seen an increasing demand for high-end home products in China,” he added.

Exhibiting at the show for the first time was tableware and glassware company Villeroy & Boch. Serena Wang, marketing manager, tableware retail division, said the show had met all her objectives. She explained: “One day we saw about 100 distributors and found some very useful contacts to help us open up different channels. We are also hoping to find some cooperation with big shops to see if we can have a counter in their space.”

Another first time exhibitor also reported good results. Beatrice Senan, export director, retail business for French tableware company Group Deshoulieres said: “The past two days have been very good for us. We have made 100 contacts.”

Regular exhibitor WMF wanted to raise its brand awareness. Roger Mao, WMF’s marketing manager said: “We want more customers to know more about our brands and we are mainly focusing on the business-to-business channel as we want more department stores. The quality of visitors is good.” While fourth time German exhibitor Miji GmbH was happy with the new venue. Minnie Zhu, the company’s marketing director commented: “There are more visitors in this venue and we are happy with their quality.”

Local visitors were also impressed by the show. First time visitor Xiang Hai Ming, managing director and designer, D-cross Space Architectural Design Consultant 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.”

Ma Xiao Qing, a representative with Japanese company AEON, added: “The show is a good opportunity for industry peers to gather and exchange market information. You can also find all the brands and their agents, so it’s good for sourcing.”

Third time visitor was department store buyer Jingsong Liu representing Beijing GanJiaKou Tower who had previously sourced more expensive products from Germany, France, and Italy. “This time I want to find cost-effective products to satisfy the needs of ordinary people.”

Jie Liu from the Tianjin Art Building Decoration was looking for home decoration products. “This show is a very good platform because we can see some creative and unique products and understand the relationship between home living and art. Compared with other similar shows, Interior Life Style China maintains a higher level and leads the industry.”

International buyers were also impressed by the show. Stephane Bernard, a certified agent, with Turkish company Pasabahce was looking for local distributors. “I am distributing glassware and am looking for another way to distribute, perhaps with cookware.” Beata Bosselmann, division manager, with Polish company Vershold so zo.o added: “The show is very interesting. I can see what is going on in the household and decoration industry and the new trends.”

Full capacity fringe program revealed an eagerness for new knowledge

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 ever 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 Qing Gu, editor-in-chief of China’s Grand Design magazine together with speakers Kay Shieh, founder of JIA and Yifan Zhang and 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 program 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.

To highlight some elements of successful retailing, 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. Cai Yu Xia from Shanghai Huideli Trading, China attended the Happy Tayohya Marketing Lifestyle for 15 Years seminar presented by Samuel Wang, Tayohya’s deputy general manager. She explained: “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.

• Revolution in Household Product Retail Industry of 2013 – Likuai’s 18-year Experience presented by Xijun Xiang, managing director of Likuai China.

Exhibitors honored at the sixth annual Home Style Awards

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 honored in the three categories of Best Look Award, Best Practical Use and Best Green Style Award. A full list of the winners is at the end of this press release.

The next Interior Lifestyle China will be held 18 – 20 September 2014. For more information about Interior Lifestyle China, please visit