◆ Intertextile Shanghai Home Textiles ends with more than 31,600 trade buyers from around the world

◆ Exhibitors thrilled with turnout and response, buyer quality

◆ A new focus on design is raising interest in the show

"We're astounded by how good the response has been," said Mr. Thomas O' Dea of Australia's Orient Sense at the close of Intertextile Shanghai Home Textiles on 31 August 2007. Mr. O' Dea, a first time participant in the fair, echoed the sentiment of many exhibitors impressed by the vast turnout. More than 31,600 visitors from 105 countries and regions - 9% more than in 2006 - flocked to the show, reaffirming its position as one of China's largest and most important events for the home textiles industry.

For many exhibitors, the highlight was a heavy visitor flow - including 12% coming from overseas. Among the visitors were buyers from several famous international retailers. More than 800 exhibitors from 21 countries and regions occupied 88,500 sqm of exhibition space at the Shanghai New International Expo Centre for the three-day event. The show draws home textile manufacturers, designers, retail and commercial buyers and features bed, bath, table and kitchen linens; wall and window decorations; upholstery fabric; interior design and more.

Mr Naveed M. Farooq, Marketing Manager for Polani Textiles of Pakistan, found the internationality of the visitors has improved since the last time he attended in 2004. "We found some serious customers and met buyers from very big international retailers," he said. Buyers he met came from from Australia, USA, Eastern Europe, South America and even San Martin Island. "I wasn't expecting that," he said. "China is exporting to the whole world."

"Intertextile Shanghai Home Textiles is the most international trade show of its industry and has attracted a lot of market leaders," said Ms Vivian Zhu, Project Head of the China-Europe Textile Alliance from Germany who visited the show. "Our members are very interested in the show. The home textile industry has huge development potential in China and anyone who wants to do real business can enjoy benefits from this show."

Chinese exhibitors were also pleased with the results. Mr Yang Fu You, Director of Jiaojiang Fuyou Arts and Crafts Factory, said he is trying to increase his exposure in the international market. "This is a very competitive market, so we have to seize every opportunity to showcase our products, and we believe the show is an excellent one. The exhibition provides us with a well-built global market so that we can communicate with our industry colleagues from all over the world. We are definitely coming back next year."

Many exhibitors attended hoping to tap the enormous domestic market in China. "We'd like to see our brands in the domestic market, there is a growing opportunity in China," said Mr Sean Cook, Chief Executive of Delbanco Meyer & Co from the UK. "We made some good contacts."

Stronger focus on design

Following a similar evolution at the show's parent event, Heimtextil in Frankfurt, Intertextile Shanghai Home Textiles this year added a larger focus on design. More than 20 international design agencies attended the show as part of the Designer's Studio, a well-positioned and highly popular zone reserved for designers.

The added focus on design demonstrates a new maturity in the show and the market in China, said Mr Kevin Lewis, Managing Director of Tom Lewis, UK. "The future of manufacturing is going to be design led. At Heimtextil, design used to be a fringe programme, now it's a whole hall. Chinese companies are interested in Western designs and having designers in Shanghai makes it easier to access," he said. China is also a major hub for international textile companies. "The supply chain is coming here, it's an irreversible trend. I think in one or two years, China is going to be the absolute centre of the textile industry." Lewis, who led his company into China 12 years ago, said he is already signing up for a larger space at the 2008 show. "I can see this show becoming the most important show for us. A year ago I would not have said that."

Other design-related highlights include a display of the winning entries from the 2007 China International Home Textiles Design Competition; the 4th China Home Textile Development Symposium hosted by five internationally renowned designers from agencies around the world; and a bright and creative Trend Forum created by the China Home Textile Association.

Pavilions bring together similar products or suppliers from a geographic area

Intertextile Shanghai Home Textiles also featured several important pavilions dedicated to suppliers from one region or country. Organising suppliers this way helps visitors quickly locate products or suppliers. The Chinese companies distinguished by the Chinese government as the best towel and bedding brands in the country were formed into two special pavilions. The show also featured two international pavilions: the first ever from Portugal and a returning pavilion from Pakistan.

The Portugal Pavilion featured nine companies each attending the show for the first time. The pavilion's goal was to launch the Portuguese brand into China, and as a result, throughout the textile world. "Nowadays to do business internationally, it's important to take into consideration the China market," said Mr Joao Maria Cabral, Consul General of Portugal, who visited the exhibitors. "Portuguese textiles have a very good reputation in Europe and the US. So it's very important that the reputation is also known and reflected in this booming market that is China."

"We believe that our products have a market here, the market does exist," said Silvia Cunha, from luxury towel manufacturer Ricardo Milton from Portugal. The show, and particularly being part of the Portugal Pavilion, helped provide new contacts, she said. "Overall it was better than expected."

Returning for a second year, the Pakistan Pavilion included 13 companies. Both pavilions were centrally located in the main international hall and distinguished by special signage.

"This is the second time for us to join for Intertextile Shanghai Home Textiles and we found the show good. The show is very busy and we were still meeting new customers up until the last minute. The quality and design of domestic products are very good. We are present here to raise our company profile. Besides meeting old and new acquaintances, this show is a great place for us to meet and visit other exhibitors. It is an event for information exchange. It is a great show to come and we will definitely join the next show."
Mr Keith Parton, Manager of Textile Marketing, Clariant (China) Ltd, Hong Kong

"As a first time exhibitor, we are here to experience the China home textile market. We have met a lot of sincere international buyers from the US, New Zealand and Australia, etc. There are a lot fringe programmes at the show and this will surely help attract more visitors to the show. In view of the fast development of the Chinese market, we will consider participating in Intertextile Shanghai Home Textiles again."
Mr Andy Wu, Drapes Design Company, Hong Kong

"It is our second time to participate at Intertextile Shanghai Home Textiles. We have brought along new products and the visitors like them a lot. Besides meeting the old customers, we have met some new potential clients. The show has good visitor flow and we will consider joining the show next time."
Mr Austin Lee, Tai Yuen Textile Co., Ltd, Taiwan

"Intertextile Shanghai Home Textiles is a very comprehensive and informative show. I come to the show every year, and the number of visitors grows on yearly basis, both domestic and international. I am always amazed by the high quality of the products on display. This year, the idea of 'integrated home textile' has been well conceptualized and reflected, and it adjusts along with the changes in people's daily life. I am very pleased. I am sure I will be back next year."
Mr Ken Cao, President of Zhejiang Eekar Home Products Co., Ltd., China

Comments from visitors:

"We are an Australian company specializing in window covering distribution, and we were recommended by one of our suppliers to come here as we have been looking for new products and exhibiting opportunities. We had a very good time here, very busy yet productive. The products are of excellent quality, and the show is a brilliant sourcing ground. We believe we will join as an exhibitor very soon."
Mr Nick Bippus, Director of the Bricos Group, Australia

"The show was great, really good for finding manufacturers. I even made some purchases. It saved time - it's better than going to different cities looking for different manufacturers. They're all here in one place. I will definitely come again next year."
Mr Akram Warrayat from Oriental Carpets & Furniture Co, Kuwait

Source: Messe Frankfurt