China’s leading home textiles fair, Intertextile Shanghai Home Textiles – Autumn Edition, is not just the ideal location to find the latest textile and accessory products. It is also the leading event in the region to discover the current and future home textile trends in China, and to learn about the latest market updates on the domestic economy.
Featuring over 1,400 exhibitors from more than 30 countries & regions, the fair will take place from 27 to 29 August at the Shanghai New International Expo Centre. Before it begins however, Intertextile Shanghai Home Textiles presents the four key domestic trends in the home textiles market here for 2014 and beyond.
Growing online sales for home textile products
Home textile products currently rank in the top 10 of most popular product categories on Tmall.com, an electronic retail platform owned by the Alibaba Group, China’s version of eBay. The total sales of such products reached USD 8.54 billion in the first 10 months of last year, with this number expected to exceed USD 9.65 billion in 2014. Giving further credence to this new sales model, a number of big domestic brands are exploring the ‘online to offline’ model, allowing customers to experience the products in their offline shops and pay for them online.
Custom-made products for VIP clients
As the number of high-wealth consumers in China continues to grow, more and more home textile suppliers are launching custom-made product lines that can be tailored to the needs of their VIP buyers. Within the high-end segment of the market, textile products are being thought of increasingly as fashion elements in the home. Curtains, for example, now feature 3D embroidery, organza and burnout fabrics.
These same buyers, and even some of those in the expanding middle class, are also spending large on a trend known as the ‘whole-home design’ concept. This is where buyers decorate their home with a consistent theme throughout, and includes items such as upholstery fabrics, curtains, cushions and bedding, as well as clocks and paintings.
Many overseas companies already utilise Intertextile Shanghai Home Textiles to take advantage of this trend. This year sees a number of leading brands such as CASADECO, Designers Guild, JAB and THEVENON taking part in the editor zone of the European Hall.
Diversification brings success for larger suppliers
In response to the economic upheaval of the past few years, some of the larger domestic companies have begun to diversify their product lines. This mainly includes developing products that target specific age groups, such as children and those aged between 20 and 30, not unlike the recent focus on ‘millennials' by many Western companies. Some of these companies are reporting very strong sales, with these new brands now accounting for a quarter of total sales, for example.
Eco-friendly products becoming more important
As incomes have risen in China, there has been a gradual recognition by consumers about the importance of environmentally friendly products, especially when it comes to home textiles. Manufacturers in China are beginning to respond to this change, but there is also a huge opportunity for overseas companies to build brand recognition and trust through their eco-friendly products and initiatives.
Intertextile Shanghai Home Textiles features new and returning trend areas and events
For those wanting to discover more about the domestic market, Intertextile Shanghai Home Textiles is the ideal event to do so. The China Home Textile Trend Forum will present four themes for the 2015 trends, and is an excellent reference point in comparison with the International Lifestyle Trend Forum, which is led by an international committee of trendsetters and designers, to understand the cultural differences in the Chinese market. The China Intangible Cultural Heritage of Home Textile and Handicraft display area will also illustrate to buyers the popularity of traditional products in the domestic market.
New to this year’s fair is the Home Decoration Trend Area. This is a practical display area which illustrates the international trend themes in detail using the complete range of home textile products. Its design has been managed by Chinese architect and interior designer Dai Kun who is a member of this year’s trend committee. Expanding on this concept, and targeted towards interior and soft decoration designers, is the Interior Design and Soft Decoration Forum which is held on 28 August. A number of seminars will also take place related to the Chinese market under the topics of design & trends and market information.
Intertextile Shanghai Home Textiles — Autumn Edition is organised bythe Sub-Council of Textile Industry, CCPIT; Messe Frankfurt (HK) Ltd; and the China Home Textile Association (CHTA).
