Messe Frankfurt organised show postponed for 2020
The September 2020 edition of Interior Lifestyle China will not take place. Instead, the Messe Frankfurt organised show will resume normal scheduling in September 2021 at the Shanghai Exhibition Centre.
In a statement, organisers said with the fair’s focus on serving China’s growing consumer goods import market and the international makeup of the exhibitors (27 countries and regions in 2019), Messe Frankfurt made the decision to give these companies more certainty in their planning for the remainder of the year given the possibility of travel restrictions remaining in place.
“This was a difficult decision for us to make given how much the fair has progressed in recent years to become an all-round lifestyle event of considerable importance for the Chinese mid-range and high-end industry, but it is a necessary one due to the uncertainty the sector is currently facing,” said Wendy Wen, senior general manager of Messe Frankfurt (HK) Ltd. “Given the high portion of international exhibitors at the fair, many of which are SMEs who don’t have staff based in China, and the fact a number of them are still adjusting their market strategy for this year to cope with the upheaval in the industry, there was a strong chance that the product selection would not have been as diverse as we would want it to be.”
“So, after consultation with our exhibitors, buyers and partners, we reached the conclusion that we should focus our efforts on preparing for the 2021 edition instead. We are not giving up on 2020 however. For much of this year, we have been working to increase the digital promotional tools and activities available for our exhibitors to reach their target buyers, and these will continue to roll out in the coming months,” Ms Wen concluded.
Digital promotion services to connect the industry
Interior Lifestyle China has focused its efforts in recent years on offering brands the chance to capitalise on the growing online opportunities in the Chinese market. This ensures the fair is well placed to identify the new opportunities available to brands resulting from changes in the industry due to COVID-19.
Some of the services of this year’s programme – It’s my lifestyle! LIVE!! – include:
Themed virtual roadshows targeting various Chinese cities and regions, with 50-plus brands and over 1,000 trade buyers taking part.
Online Lifestyle Forum with speakers including industry leaders, big-name buyers, designers, media, brands and lifestyle influencers.
Vloggers’ Home Project with well-known KOLs and vloggers hosting livestreams to promote brands and their products. Lifestyle influencers will create short videos to introduce hero products, while consumers will also be encouraged to upload videos to social media.