New pop-up store increases exhibitors’ brand awareness and knowledge of the market pre-fair
Exhibiting at Interior Lifestyle China is not just about the fair itself. Ms Wen continued: “Another reason for the increase in international participation this edition is the comprehensive, year-round marketing campaign that we offer to exhibitors. In particular, for the first time this year, we will run a pop-up store in a shopping mall in a high-end Shanghai neighbourhood which has attracted the participation of around 10 international brands. This provides a unique opportunity for exhibitors to test the market and adjust their strategy accordingly, show to potential industry partners how their products can be successfully displayed and marketed to Chinese buyers, and increase brand awareness leading up to the fair. This is ideal for smaller brands in the giving, design and innovative product categories, who don’t have the resources that the bigger players do, to make an impact in the Chinese market before and during the fair.”
Some of the exhibitors involved in this store include 24Bottles, Areaware, Brabantia, Fermob, Fine Lumens, Hoptimist, Joseph Joseph, Marlab, SELETTI / DIESEL with SELETTI, SMEG, Umbra, ZERO JAPAN and Zuny. In addition to taking place for around 10 weeks before Interior Lifestyle starts, the same concept is extend to the fair itself, with the store located in a prime position in the Giving Hall. The design of the store for each location is a carefully curated lifestyle scenario to ensure maximum promotion opportunities for the participating brands.
Other opportunities for overseas exhibitors before, during and after the fair include:
Ongoing growth in Chinese market another draw for international brands
A further reason for the increased interest in the fair by overseas brands is the continued strength of the Chinese consumer market. A 2018 report by the China Council for the Promotion of International Trade estimated that total retail sales of consumer goods in 2018 will achieve nominal growth of 10%, totalling some USD 6 trillion. Of particular interest to overseas brands is the growth in China’s middle class, which The Economist anticipates will exceed 470 million by 2020. By then, urban private consumption in China is expected to rise from the current USD 3.2 trillion to USD 5.6 trillion, and total consumption of both the middle and affluent classes will account for 81% of China’s total consumption.
Interior Lifestyle China 2018 is organised by Messe Frankfurt (Shanghai) Co Ltd. For more information about the fair, please visit http://interior-lifestyle-china.hk.messefrankfurt.com.
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*preliminary numbers 2017
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