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Posted on 2012-08-07

“Design Happiness” is announced as the 2012 show theme — Interior Lifestyle China

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Writer:蓬田(よも)修一

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, organised by Messe Frankfurt (Shanghai) Ltd, will run from 10 – 13 October at the Shanghai Exhibition Centre, 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.“

An increasing number of international key brands participate in show

Over the past five years, the number of overseas exhibitors and brands participating in the show has increased from less than 30 percent in the first edition to more than 70 percent in 2011. This growth reflects the huge potential of the Chinese retail market for home wares and high-end consumer goods and is one of the reasons Interior Lifestyle China continues to attract key international brands.

This year, six country pavilions have already been confirmed and they are supported by the Federal Ministry of Economics and Technology, Germany; Association of German Trade Fair Industry; Ubifrance; Promos – Milan Chamber of Commerce from Italy; Asociacion Regal Fama from Spain; Taiwan Design Center and the Hong Kong Trade Development Council.

Interior Lifestyle China will be divided into three sections by product categories – Dining Trend, Ideal Shop, and Chic Gift.

The Dining Trend section has attracted key kitchenware brands such as WMF and Miji from Germany, BK from The Netherlands, Domo from Italy as well as Tramontina from Brazil and first time Danish exhibitor Scanpan. A variety of ceramics will also be featured at the show, including German Rosenthal and Japanese Narumi as well as IC Fu Ku which will show tableware brands such as KPM, Richard Ginovi and L-Object.

Commenting on Ideal Shop, Mr Sha said: “This is the first time for any domestic trade show to significantly display such an advanced lifestyle concept which helps exhibitors to target potential business partners or franchisers across China. While Chic Gift will be the best place for year-end gift purchasing as it will only feature high-end and international brands.“

Ideal Shop is an integrated shop to help well-known brands convey a new lifestyle shop concept to the domestic retail market. Leading brands taking part are Brabantia (The Netherlands), Gorista (Italy) Iikuai (China), Oshadai (China), Royal Velvet (USA), Tayohya (China) and Yaang Life (China).

Brabantia and Gorista represent various lifestyle brands from Europe, while local heavyweight brand likuai will bring three concept stores to the show including Likuai Homestore, Good Goods and Tetau, which feature styles aimed at different consumer groups. Oshada, Tayohya and Yaang Life will also showcase their new products at the Ideal Shop.

Chic Gift will feature innovative and trendsetting gifts and handicrafts from all over the world which will appeal to high-end domestic gift wholesalers. Exhibitors include:

• Hconcept from Japan – creative gift and household items

• Prefer Source – various European designed products including homewares, glasses and wine accessories

• Gallery Chuan – numbered limited edition stainless steel and stone sculptures signed by the artists

• DC Agent – high-end household branded products with a unique contemporary design

For more information about Interior Lifestyle China 2012, please visit
www.il-china.com

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