Buyers attending this year’s Interior Lifestyle China, which will be held 18 – 20 September at the Shanghai New International Expo Centre, China, will find sourcing easier and more efficient due to improved product categorisation of the show’s two halls.

The three-day show, 24,600 sqm in size, is organised by Messe Frankfurt (Shanghai) Co Ltd and is expected to attract 350 exhibitors and 23,000 local and international visitors.

Commenting on the categorisation, Ms Wendy Wen, Senior General Manager for Messe Frankfurt (HK) Ltd said: “With clearer categorisation, we are improving sourcing efficiency. The first hall will feature living and giving lifestyle items, while the second hall will showcase dining products and the various country pavilions. China’s premier suppliers will be located in either of the two halls, depending on their product categories.”

Home Style Award changes focus from product design to design displays

Instead of recognising product design, this year’s Home Style Awards organised by the Shanghai Brand Development Center, Lifestyle Brand Committee and Messe Frankfurt (Shanghai) Co Ltd will honour the best themed display at an Interior Lifestyle China exhibitor booth. Industry experts and the media will vote onsite during the first day of the show and the winner will receive their prize at an award ceremony the same evening.

In addition, there will be a Home Style Award for the Best Store Display. Ms Wen explained: “As well as the best display award, the Shanghai Brand Development Center and Messe Frankfurt also want to enhance store displays by asking retail stores and other invited participants to compete for the Best Store Display Award. Both awards are aimed at supporting the lifestyle retail industry and we hope this will help drive development across the industry.”

As well as displaying photographs of participating stores and retailers, Interior Lifestyle China will have a Window and Store Display area which will feature window and counter displays. It will be created by a highly renowned merchandiser working for a well-known international brand. This will demonstrate the difference in display strategies between western and Chinese designers. In addition, seminars will be conducted in the display area to encourage the exchange of information.

International and Asian retailers target China

According to the “How Active Are Retailers Globally” report by CBRE, a leading international commercial real estate services and investment company, international retailers (22 percent) and Asian retailers (58 percent) are targeting China, making it the hottest market in the Asia Pacific region and the fifth hottest market in the world. The report also states that Chinese consumers are turning from classical luxury products to less luxurious brands and sub brands that interpret their personalities. This change is affecting fashion as well as lifestyle and household products.

In March, China’s State Council said that emphasis must be given to brand building to promote consumer consumption that includes leisure and lifestyle products. In addition, more new domestic products / brands are encouraged in order to compete with international brands. Furthermore, retailers are asked to be more creative in their store decoration and product displays.

For more information about Interior Lifestyle China, please visit

Background information on Messe Frankfurt

Messe Frankfurt is one of the world’s leading trade show organisers with 543* million Euros in sales and 2,026* employees worldwide. The Messe Frankfurt Group has a global network of 28 subsidiaries and approx. 50 international Sales Partners, giving it a presence for its customers in more than 150 countries. Events “made by Messe Frankfurt” take place at more than 30 locations around the globe. In 2013, Messe Frankfurt organised 114* trade fairs, of which more than half took place outside Germany. Messe Frankfurt’s exhibition grounds, featuring 578,000 square metres, are currently home to ten exhibition halls and an adjacent Congress Centre. The company is publicly owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent. For more information, please visit our website at:

* preliminary numbers (2013)

Source: Messe Frankfurt

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