Search for markets closer to home

The China International Hardware Show (CIHS) increased its visitor attendance figure by nearly 16 per cent compared with the previous year’s result. As detailed in the organisers’ final report, a total of 46 368 visitors from around 90 countries came to the trade fair in Shanghai between 19 and 21 September 2012. The number of exhibitors remained on a level with last year’s event. Some 2 400 countries from 20 countries were present there, occupying an exhibition space of 103 500 m². The biggest foreign exhibitor group was organised by Taiwan, which had around 100 firms represented on an area of 2 000 m². The fair’s co-organisers are Koelnmesse of Germany and the China National Hardware Association. They stress the support received from international orga­nisations such as the International Federation of Hardware and Houseware Associations (IHA) and the European DIY Retail Association (EDRA), and also report on the buying activities of major retailers. Specifically mentioned in this context are Wal-Mart, Carrefour, Kingfisher, Lowe’s, Leroy Merlin, Saint-Gobain and Metro. The organisers state that visi­tor figures on the first day were already 17 per cent above last year’s corresponding result. There are plans to expand the event by the addition next year of two exhibition halls of 20 000 m² each. One key concern of Koelnmesse and the China National Hardware Association is to improve the visitor structure. “We have done a great deal to encourage more Chinese trade visitors to come to the fair,” says Michael Dreyer, vice president Asia Pacific Koelnmesse. At the same time the organisers are also aware of the significance of comparably young markets for the exhibitors. “The periphery of western Europe is a very strong market for Chinese and Taiwanese hardware manufacturers,” explains Dreyer, meaning countries like Russia or Turkey. Major themes at the fair were the endeavours of Chinese manu­facturers to establish their own brands and to raise the level of product quality and design. In short, to offer customers more added value. A tour through the fair, which at times featured impressive stands and displays, seems at first to confirm that many manufacturers from China are well on the way towards a brand. After all, in Michael Dreyer’s estimation, “a sort of self-cleaning effect” took place in the industry after the 2008 crisis, so that the very lowest-end quality level has now disappeared from the marketplace. If you look into this in more detail you will…