Furniture China Exhibition on Track for Further Expansion

Furniture World Magazine

Widely recognised as a leading event for the furniture industry in Asia, Furniture China continues to expand: “More exhibitors, larger exhibition space, better service and design … that is our target in 2008 and we are on our way to achieving it,” says Wang Mingliang, founder of the exhibition and Director of CMP Sinoexpo Exhibition Co. Ltd. The 2008 edition of Furniture China will host about 2,000 exhibitors. Says Wang, “The main exhibition venue, the Shanghai New International Expo Centre (SNIEC), will soon complete two additional exhibition halls, which will allow us to add 23,000 sq m of exhibition space. We will also use the Shanghai Everbright Exhibition Centre to launch a new show, Expo-Store, that will also use retail space downtown. Thus, we expect a total exhibition space of 350,000 sq m (3,150,000 sq. ft.).” Given its size and importance for the Asian region, this exhibition compares to such shows as High Point and the Milan Furniture Fair. Major efforts will be made to increase the international reach of Furniture China by accommodating more exhibitors and visitors from outside China, in particular from South East Asia, although Eastern Russia and India will also be targeted with extensive promotions. The continuing growth of Furniture China and its transition from an export show to a regional trade platform is in line with Chinese trade statistics, which confirm that both imports and exports grew in the first three quarters of 2007. Furniture exports reached US$17.974 billion, up 27% compared with the same period in 2006. Imports, while still comparatively small, grew at a faster pace - 33% - to reach US$0.9 billion. The 2008 edition of Furniture China will also see a range of novelties focussed on design and improved services. Explains Wang: “We have commissioned a well-known design firm from Paris to help us with a comprehensive visual upgrade of the show. All of our print material and the public areas of the exhibition will be re-designed. On the one hand, this is aimed at creating a better look and feel combined with easier orientation for visitors, while, on the other hand, we are sending a signal to the Asian market to invest in design and creativity.” Along with the improved design is the launch of Expo-Store, an aspect of Furniture China that will encourage exhibitors to make use of their own showrooms in the city centre as additional display and event areas. Participants in Expo-Store will be featured in a special publication highlighting events and collections being presented outside of the exhibition grounds. “The concept of flagship stores and event marketing are still very new. With Expo-Store, we encourage exhibitors to make use of such tools and maximise their branding by including their flagship stores. This is a chance to offer customers hospitality that goes beyond the limitations of the traditional trade show,” says Wang. Frequent shuttle busses will be offered from the main venue, SNIEC, to Xujiahui, the downtown Shanghai commercial district with the highest concentration of furniture retail. With Furniture Manufacturing Premium, another important event will be launched under the Furniture China umbrella. Stepping into the footprints of the departed ZOW China and taking place in Hall W4 of SNIEC, Furniture Manufacturing Premium will be a high-end exhibition for the suppliers of basic materials, chemicals, fittings and semi-finished products to furniture manufacturers. “The experience with ZOW demonstrated the importance of Furniture China for furniture suppliers and, with Furniture Manufacturing China, we will continue to offer them a prime platform in the future,” explains Wang. Furniture China 2008 will be held from September 10th to 13th, 2008. The exhibitions are complemented by www.furnitureinchina.com, an Internet trade platform featuring the online showrooms of present and past exhibitors. The website enables vendors and buyers to place trade offers and make appointments for business meetings. Further information and regular updates on Furniture China 2008 can be found at: www.furniture-china.cn.