September 2011

Intertextile Shanghai Home Textiles – Autumn Edition
Shanghai New International Expo Centre
Shanghai, China, 29 – 31 August 2011

Intertextile Shanghai Home Textiles achieved great success this year with 1,159 exhibitors from 27 countries and regions. 41,018 buyers from 107 countries and regions visited the fair held from 29 – 31 August in Shanghai, a 13% increase in exhibitor and 6% increase in visitor numbers as well as 10% up in show scale compared to last year.

“Intertextile Shanghai Home Textiles is an ideal destination in Asia for international home textile brands to access the vast consumer market in China. Meanwhile, the fair also provides multiple opportunities for brands and buyers to find high quality suppliers from China and around the world,” said the show organiser, Ms Wendy Wen, Director, Trade Fairs for Messe Frankfurt (HK) Ltd after the event. “We have seen two positive signs at the fair, the maturing of China’s consumer market and the high quality of home textile products made in China,” Ms Wen added.

Suppliers praise mature domestic Chinese market
The increase in fair scale reflects the importance of the show and that it is seen as the prime business platform to reach the well-developed Chinese market. Enzo degli Angiuoni produces refined decorative fabrics from Italy and found this to be true. “The luxury market in China will continue to grow, especially after the implementation of the 12^th Five Year Plan and this fair is a good accessing point for new customers,” said Ms Viviana Saccaro representing the company. The 12^th Five Year Plan initiated by the Chinese government, aims to expand the domestic consumer market.

Prestigious Textiles from the UK launched their new ‘Prestigious China’ brand at the event that is specifically targeted for the Chinese market. “The launch has been a huge success, we have received orders for our exquisite and print lines of wall coverings, upholstery and bedding products,” exclaimed Ms Nicola Brumfitt, Marketing Director for Prestigious.

Some suppliers agreed brand building is the key to the Chinese market. A natural bedding brand from Greece, Coco-mat is one company that successfully introduced its brand to the domestic market and has set up shops across the region. “We are hoping to expand our retail points and at the show we have met some potential business partners from China,” said Mr Zady Zhang representing the company.

Springs Global US is another company who plans to introduce international brands with high fashion home textiles to China through the show. “It’s all about brand recognition when you are developing business,” explained Ms Cindy McKenzie, Vice President for the company, who exhibited for the first time this year.

Many exhibitors also noted the growing purchasing power of the Chinese market that has created rich business potential for imported home products. “I can see tremendous opportunities in China, consumers are changing their buying habits from low-end to high-end imported home items,” said Mr Osman Nuri Canik from Uludag Exporter’s Association (UTIB), the Turkey pavilion organiser.

Chinese suppliers enhanced product quality
Another important change in Chinese buying habits is their strong awareness of product quality and design. “The Chinese customers are typically looking for curtains with special weaving patterns because they know these techniques are unique in the market,” said Mr Nicholas Chiu, a spokesperson for Diaz Sunprotection, a Belgium company who showcased their whole collection of “Dizz Design” curtain fabrics in woven, printed and technical series at the fair.

Meanwhile, Ms Suveera Bhandhukravi from Fratelli Bologna e Marcaccio also commented on China’s maturing buying tastes. “The most popular item at our stand is an originally designed pattern made for the queen of Holland, it is expensive but we have received enquiries from high-end interior designers and furniture makers from China.”

Most of the attending buyers from China were looking for quality imported products. Among them was Ms Ma Xuanling from Shantou Xinaite Cloth. “We mainly serve high-end customers. The products and brands showcased here are very high standard. We decided to place orders for some unique window screens from the Turkey pavilion.”

Manufacturers in China have also improved product quality in wanting to compete with international imported items. “The quality of the products being produced domestically has been most impressive, particularly by those which are manufacturing their own private labels,” said Ms Sue Scott from Grafton Everest, a retailer of high-quality home furnishings from South Africa.

Fair is a key destination for China’s export trade
With the high international visitor profile, Intertextile Shanghai Home Textiles is also a promising platform for export business in China. Jiangsu Violet is a bedding brand from China and a long-term supporter of the show. Mr Chen Yong Bing, General Manager for Jiangsu Violet recognised this fair as the most effective platform in Asia to build up their brand among international clients. “With the help of the fair, our products are now selling to Italy, the US, France, Canada, Germany, Turkey the Middle East and China. This year, we are promoting functional bedding products and bedding made with natural materials.”

Mr Winston Ho, Sales Director for Zhejiang Hanboo Home Textile was very busy at the stand. “Our orders from Europe grew from last year despite the shrinking market demand. This show has always been a great help to us. It’s only the second day and we have already achieved our goal,” said Mr Ho.

Visitors worldwide attended the fair including Mr Alan Kennedy, Senior Vice President for Westpoint Home from the US. He thought that finding major retailers in regional market is important. “Last year at the fair, we connected with Luolai, which is one of the key chain stores in China. They have now become our business partners. This year, we made use of the business matching services arranged by the organiser and have found some potential decorative and bedding suppliers,” said Mr Kennedy. “Messe Frankfurt is always good at identifying the right markets for industry people. For me, this fair is the place to meet the right people,” he added.

Mr Marco Guggi representing Imatex agreed with Mr Kennedy’s sentiment. The Italian company ranked amongst Europe’s top three jacquard weavers. Mr Guggi came to source at the fair and was pleased with the product variety. “The selection of products on display has been good and covers every price point. This has been a worthwhile experience for us.”

Concurrent events at the fair provided market and trend insight
Some of the show attendees were visiting the fair to observe interior and market trends through the seminar programme. “I found this seminar very useful. The speaker gave us a comprehensive conclusion on trends with a beautiful presentation of various design works from around the world. I believe it will be a great help to the local Chinese manufacturers who realise the importance of product design,” said Ms Song Jiajia, Designer for Shanghai Kaisheng Hometextile after joining the design and trends seminar held on the first show day.

Ms Claire Zhu from Eastsunhome Textile also learned from the fringe events, most notably at the Pak-China Business Forum. “We have been doing business with Pakistan for some time. Their cotton products are good quality. Whereas China made polyester fibre and Dacron are popular there. I am happy to take part in the forum to learn more business opportunities between these two countries.”

Next year Intertextile Shanghai Home Textiles – Autumn Edition will be held from 28 – 30 August 2012 at the Shanghai New International Expo Centre. The fair is organised by Messe Frankfurt (HK) Ltd.; the Sub-Council of Textile Industry, CCPIT; and China Home Textile Association (CHTA).

For show photos, please click here. For more information about this event, please email textile@hongkong.messefrankfurt.com.

For more information on all Messe Frankfurt textile fairs worldwide, please visit: http://texpertise-network.com. 

Background information on Messe Frankfurt
Messe Frankfurt is Germany’s leading trade fair organiser, with 448.3 million euros in sales and more than 1,600 active employees worldwide. The Messe Frankfurt Group has a global network of 28 subsidiaries, five branch offices and 52 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 2010, Messe Frankfurt organised 87 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 Center. 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: www.messefrankfurt.com 

Media Contact
Telly Cheuk
Tel: +852 2238 9956
Fax: +852 2519 8632
telly.cheuk@hongkong.messefrankfurt.com
www.messefrankfurt.com.hk 

Exhibitor Statements
“Branding is important in China. We are leveraging all our members through a new market campaign in China including road shows in order to add value for their brands. The theme of this campaign is fashion and comfort to every aspects of life. “
Ms Karin Malmstorm, Director China for Cotton Council International, USA

“China is a growing market for us, so it is important that we take part in this show to raise our brand profile and make the right connections. We have found from being at Intertextile Shanghai Home Textiles that domestic buyers want the quality assurance that comes from being made in Spain.” To remain competitive, Rafa said: “As our products are for the luxury market we do not mass produce, this has helped us remain competitive because buyers no longer want to place large orders.” Rafael Catalá also placed their collection on storyboards and found domestic buyers wanted to purchase the entire range.
Rafa Catalá, General Manager, Rafael Catalá, Spain

“China is like a new heaven in the world. We had received increasing amount of enquiries from Chinese buyers at the last Heimtextil so we decided to join Intertextile Shanghai Home Textiles to showcase our silk and silk blend collections to the Chinese market. I found that potential customers we met at the fair are very mature, they understand the value of our products and are particularly interested in special weaving techniques and designs. This is a good experience for us.”
Mr Gustavo Ascione from Silk & Beyong srl, Italy.

“Europe has been the major market for our products but China and India are getting more important, our market share in these two countries are increasing, soon they will become our dominant marketplace.”
Mr Volkan Bakdur, Export Sales Representatives from Elvin Tekstil San Ve Tic A S, Turkey

“We took part in the show to market our brands and it’s been a worthwhile experience as we’re making the right connections.”
Spiros Krietsepis from Sarlas, first time exhibitor from Greece produces fine home textiles and furnishings.

"China is one of the important home textile markets for Pakistan and the world as well. The spending power of Chinese people is increasing and they are demanding for higher quality products.  Intertextile Shanghai Home Textiles is the window to reach quality customers. At the fair, our pavilion exhibitors will present bedding, towel and kitchen linen which are popular imported home textile items from Pakistan to China. Today, we will also hold a Pak-China Business Forum at the show to discover more business potentials with China."
Mr Tariq Puri, CEO for the Trade Development Authority of Paksitan (TDAP)

Borsche Textile is a professional researcher and producer for flame retardant technologies and fabrics for blackout, chenille and jacquard for curtains and sofas. “Our flame retardant products meet the strictest international standards M1 and are competitively priced. We will make good use of this highly international trade platform to promote our 100% fire retardant products to Chinese and European markets.”
Mr Alex Tsai from Borsche Textile, Taiwan

“Our sales in China is developing in good progress, the unit price has been in increasing so I think the market in China is mature now. This fair has brought us high quality potential customers; we have achieved a good result this year. “
Ms Stephanie Yang, Director, Global Marketing from Le Gala International Co Ltd, agent of Kuan’s Living Srl

“The wealthy class among the Chinese consumers cares about image and quality. That’s why they are buying imported products from European and American brands. We have many enquiries for our jacquard pattern home products.”
Mr Wayne Wu from Hong Kong Best Home Tex representing Italian bedding brand Martinelli and Brignoli.

“Asia and especially China are growing fast and these are the markets that we wish to invest and expand our business. Intertextile Shanghai Home Textile is an important trade event among the industry. It’s a premium opportunity to build relationships with customers from China and worldwide.”
Roberto Fontanillas, Global Business Director, Fibrefill Performance Surfaces & Materials for INVISTA

“We received positive feedbacks from buyers for Peter Reed brand. European buyers are already familiar with this leading UK brand and we also have enquiries from Chinese buyers, most of them like the design and quality of the brand.”
Mr Wayne Xu, marketing manager for Standard Fibre (Shanghai)

“Shanghai is the preferred destination to do business in China and Asia for the bedding industry. The show gives us a chance to revisit our Asian customers seven months after Heimtextil. Consumers in China is definitely going for high quality products, they demand added value in products that bring something different and useful to their sleep, to their everyday life.”
Ms Nurhan Nalbant, Marketing Communication Coordinator & Public Relation for Advansa, Germany

“Though we see more customers from the USA and Australia at this show we expect this to change as we are meeting more domestic buyers. Over the coming years we expect this to be one of our largest markets.”
Jordan Du, Sales Manager, Culp Fabrics (Shanghai) Co Ltd, USA

“China is a very interesting market for us. We have got enquiries from designers, manufacturers and retailers, all wanting our made-in Italy curtain designs. This is a good show.”
Ms Feng Yanlin from Pianezza Paolo Srl, Italy

“China is turning from a production base into a consumer market for home textile products with high purchasing power. The fair develops in line with the market, I can meet with local quality buyers at the show.”
Mr Edward Yang, General Manager for Bestwish Home Textile (Nantong) Co Ltd, China

“In the past 2 to 3 years, Chinese companies who used to serve international markets shift their businesses to China. Intertextile Shanghai Home Textiles is the most leading home textile trade event in China. We hope to promote our latest product and technologies, trends and brands to our potential and existing customers through this powerful platform.”
Mr Yuan Hongxing, CEO for Jiangsu Goldsun Clothing Industry Co Ltd, China

“The exhibition is critical for promotion because it is a significant gathering point for people in the industry and their clients. We meet our customers, talk to them face to face, which helps build relationships.”
Alice Zhu, assistant to the general manager & export manager at Hangzhou Wikman.

Visitor statements
“During the show we were able to find suppliers of classically designed drapery and bedding fabrics which meet Russian consumer tastes.” “This is an important sourcing platform for us, at this show we can meet with existing and new suppliers. With more sourcing options we can ask for better rates which means we can deliver more value to our customers.”
Anna Mitina, General Import Manager Design Studio Togas Interior, from Russia

“We have been impressed with the quality of upholstery fabrics which are being produced domestically. The local suppliers are really beginning to invest in technology which is reflected in the fabrications they are producing. This has been a great place to meet with up-and-coming upholstery suppliers.”
Peter Raich, Research and Development, Rohleder Die HITEX Manufaktur, weaver from Germany visiting the fair for the first time

“I’m really pleased I came back to the show as I found new suppliers of ready-made furniture fabric and custom-made bedding for my retail stores in Shanghai and Hong Kong. I have also found some great suppliers of basic linen.”
Heather Hassan, Chapin House Design, Shanghai and Hong Kong

“It’s a very productive trip. This year we’ve seen some Zhejiang companies are developing really fast. They have surprisingly avant-garde design products which are unique and should be popular among our customers.”
Mr. Ye Xin Jian, Xiamen Richmorn Textile Co Ltd, China