The great branding leap forward

Retail is based on a permanent state of change – and this change should ideally be evident at trade fairs in particular. This is true of the China International Hardware Show (CIHS), which was held again in Shanghai, China’s economic metropolis on the Huangpo, between 28 and 30 September. With around 2 300 exhibitors from 19 countries on an exhibition space in excess of 100 000 m², the CIHS has underpinned its role as the leading Asian hardware fair in competition with Canton this year, or with Taiwan. An approximate total of 35 000 visitors from 35 countries arrived in Shanghai for the 2010 event, which means that the CIHS has now even moved up to rank second in the world behind the Cologne International Hardware Fair. More than ten per cent of the exhibitors meanwhile come from abroad. But this need not mean the end of expansion. The fully occupied halls are getting further additions: the east and west halls are currently being connected to one another by a line of north halls like an equilateral triangle so that more than 50 000 m² of exhibition space is being added bit by bit. And that new space will be quickly filled too. This is not only because more and more Chinese suppliers want to show their products. It is above all the style of trade fair representation that has seen rapid change in China. The stands have become bigger and more prestigious. Emphasis is given to a “western” appearance and corporate design. But most important of all is that the development of own brands is being strongly promoted – and this is communicated in modern style. Many Chinese suppliers have realized the significance of brand-ing, while the development of competitive merchandising systems is being pushed at the same time. Anyone wanting to get into the market as a supplier simply has to show that he can offer individual solutions that are convincing to western DIY retailers. Bu Zhengfa, president of the China Light Industry Council, emphasises how important this development is to Chinese suppliers: “In the past the Chinese hardware industry was often associated with low-tech and low-quality products. However, this has changed greatly in many aspects in recent years, with more and more companies emphasizing design and brand image.” The 11th China International Hardware Show will be held at the New International Expo Center in Shanghai from 21 – 23 September 2011. Download: