Shanghai Fashion Home Exhibition For The First Time Is Dazed.

China (Shanghai) International

Home furnishings Fair (hereinafter referred to as "Shanghai fashion home exhibition") has been in the Soviet style grand exhibition of Shanghai Exhibition Center for 6 years.

This exhibition has good tonality from the beginning. Its German exhibition Ambiente (Frankfurt spring consumer goods exhibition) is the largest home show in the world. The German pragmatism and the advanced operation experience of the world, together with the flexibility and flexibility of local employees, has made it strong in the past few years, and even showed the ambition and result of surpassing the "Trade Exhibition".

"This is China's most" Lifestyle Exhibition, "many people say.

But this year, it is probably beyond recognition, for the first time.

"Design happiness": real problem?

The German exhibition focuses on trade, that is, business. From a pragmatic point of view, no one can be right.

Shanghai Fashion Fair Ambiente, the Frankfurt spring consumer goods show, is the largest home show in the world. Its size is larger than that of Paris's home show.

After experience, Shanghai fashion

In the whole process of its development, many organizations of home and design media and product designers have been invited to set up the "special exhibition area", which is the most strategic arrangement for the organizers.

Through this relatively clever way, Shanghai fashion home exhibition quickly accumulated the popularity of the "grounding gas" industry and raised the overall tonality, laying the foundation for its further expansion.

Unfortunately, these "bright spots" have begun to show signs of weakness.

Several media exhibition areas, in the form of the simplest "joint exhibition", appear too mediocre and crude from the impressions.

The designer group's "drying Shanghai" has entered the fourth session, and is less and less extensibility.

Can we express ourselves with commercial isolation and amusing ourselves?

The organizers' good wishes are that they will be clearer in communication. This year, we will spare no efforts in spreading the theme of "designing happiness - the emotional scale of home life".

This somewhat awkward title is quite puzzling. How can it convey "happiness"? The exhibition failed to produce a clear answer.

But what is worth mentioning is that

Wang Yang, led by creative director, led the design of the "happy store" theme exhibition area, which is colorful and full of vitality.

Wang Yang, who has been a consultant to Shanghai fashion home exhibition for three years, told reporters that despite the practicality of the whole exhibition, her "happy store" still preferred the concept.

What is a fly in the ointment is that the brand identity of "Wang Yang" in the exhibition area is too strong, so many viewers mistakenly think it is another booth outside her Yaang brand booth.

This imbalance may be unexpected, but it is still the most important exhibition area in the exhibition.

The most important thing to improve is the theme of the conference and the theme of some exhibition areas. We need to take a deep thought to ensure that slogans should be carried out at the same time.

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Is there more people or less?

Although the number of exhibitors increased by ten percent over the past year, the number of "big families" such as FISSLER, Zwilling and so on did not participate in the exhibition. The mature big brands obviously focused on store expansion and channel terminal promotion this year.

"Human" represents two categories, one is exhibitors, and the other two is professional audiences.

According to the data released by Shanghai fashion home fair in October 9th, a total of 248 exhibitors from 15 countries and regions attended the meeting, representing an increase of ten percent over the same period last year.

On the spot, it has also become the most "full" term in the past years.

Throughout the exhibition, this year is particularly prominent is the purchase of standard booth small exhibitors suddenly increased, the national exhibition group more, and the traditional "big family" such as FISSLER, Zwilling, Kangning pot and so on this time did not participate in the exhibition.

This year's French brand Lecreuset, which is also not yet exhibited, may represent several other voices: "this year, almost all of the company's expenses are spent on shop expansion and channel terminal promotion, which is the real way to help us increase sales."

When the economic environment is bad, the mature brands are forced to spend more money on the situation.

Blankly "happiness"

The question of professional audience is somewhat "Luo Sheng gate".

Some exhibitors showed that the number of professional viewers before the three days of the day was down from the previous years, even a large number of idle social groups. Some of them insisted on asking for the business card of the responsible person, and some even used a large number of shopping bags to "recycle" promotional materials of the exhibitors.

Of course, there are also exhibitors expressing optimism. Italy's brand Serafino Zani's Chinese agent Ma Liang said: "this year's professional audience is more effective, more practical and interested than last year".

As of press release, the official statistics on the number of professional spectators have not yet been released, but reliable sources say it may increase by about thirty percent over the same period.

Where has the big designer gone?

The On Design forum of Shanghai Fashion Home Fair has brought together many design stars. There are many famous European designers such as Matali Craset, Oliver Vogt, Ding3000, Studio Makkink & Bey, Sebastian and so on.

In 2011, the German heavyweight designer Konstantin Grcic, who was included in the design textbook, was invited to speak at the conference for the three day. It attracted many fans and fans.

This year, compared to the names written on the timetable, it is boring. The theme of the forum is "retail management and visual merchandising". But in the end, only Karin Wahl, a German visual artist, brings the importance and trend of window design, and the German youth designer Sebastian Herkner introduces her works to a total of two people.

Other forum guests may not escape suspicion.

By contrast, a speech on the new horizon forum is more eye-catching: the wonderful speech by Tan Jingzhong, the internationally renowned designer of TAD design group, has attracted the attention of many viewers.

Zhang Chen, director of the DesignBox communication agency, who chaired the forum, said: "the key to judging whether the forum is good or bad is whether the theme is clear and attractive. It also depends on the activity and popularity of the speakers, and has been dealing with the exhibition partners for six years. We also hope to make efforts for this."

Similarly, the "secret of the president" exhibition, which was also planned by DesignBox, has won many praise from the audience because of its novelty.

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In the face of the shrinking On Design this year, Dai Beihua, the project manager of Shanghai fashion home exhibition, explained: "it is not cheap to invite famous European designers to come to China every year. The effect is obviously making money without making money.

We hope that the forum will serve as an effective highlight of the exhibition and truly serve the exhibitors.

The purpose of this year's topic on commercial retail display is this, which is the most need for customers in home furnishing industry.

From the same point of view, we also heard some from the exhibition consultant Wang Yangkou, "the gap between home and abroad is still not small at home, and the European designer is good, but it is still too advanced for the domestic market."

Shanghai fashion home exhibition has poured into the vision of many people's lives, and at the same time, because of the inherent lack of carrying capacity of the domestic design power, it has overtaken the responsibility of a "design exhibition".

On the whole, the gap between the vision and implementation of the organizers should be understood.

How to gather more positive energy and how to show real progress will become the first issue of this exhibition's expansion to Shanghai New International Expo Center next year.