Another successful year for Intertextile Shanghai Home Textiles with increase in exhibitor
and visitor numbers
Chinese suppliers enhanced product quality
Another important change in Chinese buying habits is their strong awareness of product quality
and design. “The Chinese customers are typically looking for curtains with special weaving
because they know these techniques are unique in the market,” said Mr Nicholas Chiu, a
spokesperson for Diaz Sunprotection, a Belgium company who showcased their whole collection
of “Dizz Design” curtain fabrics in woven, printed and technical series at the fair.
Meanwhile, Ms Suveera Bhandhukravi from Fratelli Bologna e Marcaccio also commented on
China’s maturing buying tastes. “The most popular item at our stand is an originally designed
pattern made for the queen of Holland, it is expensive but we have received enquiries from highend
interior designers and furniture makers from China.”
Most of the attending buyers from China were looking for quality imported products. Among them
was Ms Ma Xuanling from Shantou Xinaite Cloth. “We mainly serve high-end customers. The
products and brands showcased here are very high standard. We decided to place orders for
some unique window screens from the Turkey pavilion.”
Manufacturers in China have also improved product quality in wanting to compete with
international imported items. “The quality of the products being produced domestically has been
most impressive, particularly by those which are manufacturing their own private labels,” said Ms
Sue Scott from Grafton Everest, a retailer of high-quality home furnishings from South Africa
Fair is a key destination for China’s export trade
With the high international visitor profile, Intertextile Shanghai Home Textiles is also a promising
platform for export business in China. Jiangsu Violet is a bedding brand from China and a longterm
supporter of the show. Mr Chen Yong Bing, General Manager for Jiangsu Violet recognised
this fair as the most effective platform in Asia to build up their brand among international clients.
“With the help of the fair, our products are now selling to Italy, the US, France, Canada, Germany,
Turkey the Middle East and China. This year, we are promoting functional bedding products and
bedding made with natural materials.”
Mr Winston Ho, Sales Director for Zhejiang Hanboo Home Textile was very busy at the stand.
“Our orders from Europe grew from last year despite the shrinking market demand. This show
has always been a great help to us. It’s only the second day and we have already achieved our
goal,” said Mr Ho.
Visitors worldwide attended the fair including Mr Alan Kennedy, Senior Vice President for
Westpoint Home from the US. He thought that finding major retailers in regional market is
important. “Last year at the fair, we connected with Luolai, which is one of the key chain stores in
China. They have now become our business partners. This year, we made use of the business
matching services arranged by the organiser and have found some potential decorative and
bedding suppliers,” said Mr Kennedy. “Messe Frankfurt is always good at identifying the right
markets for industry people. For me, this fair is the place to meet the right people,” he added.
Mr Marco Guggi representing Imatex agreed with Mr Kennedy’s sentiment. The Italian company
ranked amongst Europe’s top three jacquard weavers. Mr Guggi came to source at the fair and
was pleased with the product variety. “The selection of products on display has been good and
covers every price point. This has been a worthwhile experience for us.”
Concurrent events at the fair provided market and trend insight
Some of the show attendees were visiting the fair to observe interior and market trends through
the seminar programme. “I found this seminar very useful. The speaker gave us a comprehensive
conclusion on trends with a beautiful presentation of various design works from around the world.
I believe it will be a great help to the local Chinese manufacturers who realise the importance of
product design,” said Ms Song Jiajia, Designer for Shanghai Kaisheng Hometextile after joining
the design and trends seminar held on the first show day.
Ms Claire Zhu from Eastsunhome Textile also learned from the fringe events, most notably at the
Pak-China Business Forum. “We have been doing business with Pakistan for some time. Their
cotton products are good quality. Whereas China made polyester fibre and Dacron are popular
there. I am happy to take part in the forum to learn more business opportunities between these
Next year Intertextile Shanghai Home Textiles – Autumn Edition will be held from 28 – 30 August
2012 at the Shanghai New International Expo Centre. The fair is organised by Messe Frankfurt
(HK) Ltd.; the Sub-Council of Textile Industry, CCPIT; and China Home Textile Association