Special Supplement: Interior Lifestyle China to debut

Consumer brands from Belgium, Italy, Germany, France, Portugal, Spain, Japan, and the United States have confirmed their participation in the inaugural Interior Lifestyle China - China International Trade Fair for Household Products and Accessories, slated to run from September 13 to 16 at the Shanghai Exhibition Center.

A grand promotional roadshow will be organized in July to spread awareness of the fair and ensure top buyer quality

Suppliers of high-end lifestyle products that have already signed up for the fair include Alessi (Italy), Mozart (Belgium), Koziol, Glaskoch, Roesle, Timehouse, Silit, and WMF (Germany), Ceramicas Bellatera (Spain), Diletto Casa (Portugal), and Yoshikawa (Japan).

Recognizing the potential of the Chinese market for luxury consumer goods, these premier brands are seizing the opportunity to take part in one of China's first and few marketing events aimed at bringing top-end consumer products to domestic consumers.

National pavilions from Germany, Italy and Thailand have also been confirmed.

"Diletto Casa has confidence in the concept of Interior Lifestyle China, and trusts Messe Frankfurt to create a professional and prestigious event," said Amrico Carneiro, brand manager for the Portuguese exhibitor.

"We consider Interior Lifestyle the right place to introduce one of the most luxurious European brands in the homeware market to China; the prestige of our brand and the demand for luxury items in the Chinese market are a perfect match," Carneiro noted.

There has never been a better time for Western consumer products manufacturers to approach the Chinese market.

While consumer spending was not strong for most of the nineties, the last few years have seen a steady rise.

The country's dynamic economy, growing disposable incomes and changing consumer behavior in response to increasing Western influence have combined to create an environment ripe with opportunities for suppliers of all types of consumer goods --- from furniture and household decoration items to consumer electronics and gifts as well as arts and craft. Virtually every sector of the consumer retail market is witnessing growth.

The rise in wage levels and increase in welfare payments mean that it is not just the east-coast cities that are becoming wealthier; people in smaller cities now have more money to spend.

Indeed, the most exciting growth figures relate to second and third-tier cities, where per capita disposable income grew 10 percent between January and September last year.

This rapidly growing middle level consumer with strong purchasing power is all set to revolutionize China's retail landscape.

It is estimated that 300 million Chinese will move into urban areas over the next decade, creating over 100 cities with populations exceeding 3 million.

Some experts even predict that by 2020, 700 million Chinese will have joined what they term "the consumer class", triggering a 500 percent increase in consumer spending over the next 20 years.

The Chinese government recognizes that consumer spending is of paramount importance to the national economy.

"The relatively rapid growth of retail sales, accounting for around 65 percent of total social consumption, indicates consumption is now providing more support to the country's economy," says Qi Jingmei, a senior economist with the State Information Center.

As a consequence, policies are being implemented to encourage consumer spending.

Sales are already incredibly strong, compared to just a few years ago. China's retail sales of consumer goods rose over 13 percent in 2006, to a value of $979 billion.

Items for "decoration" were in the top five categories of products sold, recording a year-on-year growth of over 25 percent.

Department and convenience stores recorded sales growth of around 26 percent and 36 percent respectively in 2005, and many foreign retailers are expanding their operations in China to tap into its increasing ability and willingness to spend.

Though the market shows enormous promise, making the right contacts and turning the potential into reality is a complex task for new businesses.

Interior Lifestyle China will take the lead in exhibition sector, providing a high quality and professional business forum where foreign suppliers can interact with serious buyers from the consumer goods retail, wholesale and distribution networks.

To ensure a very high profile selection of visitors, the fair is being hosted in collaboration with some of the country's leading trend and lifestyle media, including Elle Dcor, Rayli and Trends Home.

In addition, a promotional roadshow throughout July will visit key buyers and target visitors in major cities, including Beijing and Guangzhou.

Companies interested in finding out more about exhibiting at Interior Lifestyle China may visit www.interior-lifestyle-china.com or e-mail interior@china.messefrankfurt.com.

Other editions of Interior Lifestyle include:

Interior Lifestyle USA, Las Vegas, July 31-August 3, 2007;

Interior Lifestyle Japan, Tokyo, June 6-8, 2007;

Design Lifestyle Middle East, Dubai, May 2008;

Visit www.ambiente.messefrankfurt.com for further details.

(China Daily 04/14/2007 page3)