Buyers from 100 nations visit Shanghai Home Textiles expo

Chinese suppliers focus on powerful domestic market
In China, suppliers are shifting their focus from pure export or import markets towards a dual­distribution model, in order to increase their profits. “We have tended to focus our business on the international markets,” said Yan Wei­wei of Bidekanu, famous for its down products in simple and natural designs. “But we are now expanding our domestic business as well, due to the increased spending power of the Chinese people.”

Shanghai Best Home Tex, a bedding material supplier, also shared the same sentiment. “We mainly import Italian fabrics for domestic brands like Luolai, Mendale, Royalcover and Fuananna, and hope to find more new business contacts from China as we think there is still space to grow in the Chinese market,” said Sophie Cheng, Manager Assistant for the company.

Among suppliers who have already established their business in China, many participated at this fair to further broaden their market share in developing cities across China. “Our target is to find domestic buyers to expand our agent groups for different regions in China. I am glad we found some potential agents from Jiangsu and Zhejiang,” said Marco Ma, Account Manager, Essence Deco from China, a supplier of imported fabrics including In Style, a home textile brand from Greece, and Drapilux, a functional fabrics brand from Germany.

Chinese domestic market receptive to high­end and designer products
Witnessing the continuous increasing demand for imported high­end home textile products in China, first time exhibitor Tina Betsakou of Vamax, international distributor for French brand Guy Laroche window fashion and carpet, is optimistic on the Chinese market: “We are really interested in this market, and we strongly believe the fair will support us. We have already established some strong collaboration within China.”

Ajay Arora, Managing Director for Indian company D Décor is also positive about their business prospects in China. “We definitely have high hopes for good business in China, especially in the top five percent of the market.”

For Burkay Tekstil, the Chinese luxury market is the focus. “Our targets are the high­end showrooms and projects, such as textile shops at shopping centres in major Chinese cities,” said Hasan Tulum from Burkay Tekstil, which sells Demor curtain collections, from Turkey. “We believe that a little more patience will pay off, as China is the future for home textiles,” he commented.

Chinese consumers are developing a taste for high quality designs, and the demand for designer products has increased. “Our markets have been diversified in different regions, but at this year’s show, we are seeing the vast majority of our customers coming from China,” said Tristan Goodfellow, of British textile designer Diane Harrison. “This is a huge change for us, and this is a very significant show in what it means for the future.”

Functions have become equally important to Chinese consumers in terms of product quality. “Buyers, especially those from China like our curtains for their multiple functions, such as anti­pollen, anit­bacteria, fire­resistance and translucence. Our price range is more expensive in comparison to the other similar products, but people still buy from us because of our products’ better quality,” said Liu Shan­shan, a representative from Interix, a Japan­based curtain producer.

Industry expert Liu Jie, CEO for Profound, gave her comments on how to tap into the Chinese market at the International Brand Distributor’s Sharing Session. “The home textiles market in China is directly affected by the real estate market,” she said, adding “Suppliers should also be aware that the post­80’s generation in China has now become a major consumer group, and they are keen on modern simplicity, instead of classical and sophisticated designs.”

Visitors recognise importance of product quality and variety
From a buyer’s point of view, quality and variety are always the top priority when sourcing. Geoff Redelman, a buyer from Redelman & Son Fabrics in Australia came looking for high­end, quality fabrics for interior design, architects and projects, and was pleased with the wide product selection on offer at the fair. “Yes, China prices have gone up but we are buying for quality, so price is not a major factor.”

VIP buyer, Mohd Moutaz, General Manager for Al Aqli Furnishings from Dubai, believes that finding quality suppliers is important. “The key is to find long­term and reliable suppliers so that you will have their support and assurance in price / quality ratios, whether in good or bad market conditions,” he said, adding "I am delighted to find suppliers that share the same business mentality through the business­matching programme provided by the organiser.”

Mr Moutaz further commented that suppliers at the fair were offering better service to buyers, by providing solutions for matching their fabrics’ colours and patterns to the end­use products.

Andre DT Cepeca, CEO for Asiatex, a buyer from the fast­growing Brazilian market, came to look for more sourcing options. “We're trying to change the collections faster than before, so we are here to find different products, and we like the great variety here.”

Interior designers praised the new ‘whole home’ concept of the show, which offers a one­stop sourcing platform. “My main purpose visiting this fair is to purchase products for soft decorations such as curtains, wall paper and soft fabric walls. At this fair, I met with all the suppliers, conveniently located in one place at one time,” said Dai Junbo, Director for Soft Decoration, Hangzhou B.Y.X.G. Interior Design Studio from China.

Trend activities offer inspiration for international home living
Buyers also found plenty of trend inspiration from on­site events, including the Trend Forum, the debut Intertextile Design Boutique and the Interior Trend Forum.

Nelly Rodi, Founder and Creative Director for NellyRodiTM Agency from France, a speaker at the Interior Design Forum and the chief designer of the Trend Forum agreed that buyers, especially those from China, are eager for international trend information. “As you can see, China is becoming a vibrant market for designer goods, and Chinese people have more spending power.” she said.

Speaking at the close of the fair, Wendy Wen said, “Intertextile Shanghai offers multiple business opportunities from China and other new markets, while stabilising business in Europe and the US. I am pleased to announce that the dates of the 2013 show will be extended to three and a half days, in order to better serve the entire home textiles industry.”

The next edition of Intertextile Shanghai Home Textiles – Autumn Edition will be held from 27 – 30 August 2013 at the Shanghai New International Expo Centre. The fair is organised by Messe Frankfurt (HK) Ltd; the Sub­Council of Textile Industry, CCPIT; and China Home Textile Association (CHTA).

Messe Frankfurt is Germany’s leading trade fair organiser, with 467.5 million euros in sales and 1,725 active employees worldwide.