The 2017 Shanghai Fashion Home Show will be held at the Shanghai Exhibition Center from September 14th to 16th. The layout of the pavilion will also be refreshed this year: the west wing of the exhibition center is the kitchen supplies area; the central hall brings together the leaders in the field of home decoration, fragrance and tableware. Brand; East Wing is a fashionable gift and household items. In addition, the concurrent events of the exhibition will be organized around the annual theme of the conference, “Retail 4.0â€. The reporter interviewed Ms. Wen Ting, Senior General Manager of Messe Frankfurt (Hong Kong) Co., Ltd., Mr. Sun Xinxi, Editor-in-Chief of Home Gallery, Ms. Delphine Moreau, Partner/General Manager of DarielStudio, Ms. Gu Qing, Founder of QINGSTUDIO, and Ms. Zheng Jing, Consultant of Shanghai Fashion Home Show Mr. Yang Xin, Director of Jingdong Kitchenware, discussed the highlights of this year's Fashion Home Show and brand cooperation.
[Reporter] This year, you will launch the "Good Landing" design show. How do you define the theme of 'good things'?
[Gu Qing] 'Good things' must have local characteristics, whether it is local culture or handmade features, but also memories of the past, it has characteristics, has past memories and cultural attributes, and then it must be combined with design to enter modern society. . It will become something with product attributes when combined with design, which is my definition of 'good things'.
[Reporter] The theme area "PlayLand Paradise" is comparative to fashion, and Gu Qing is partial to the Chinese style. What is the reason for putting these two completely different styles together?
[Wen Ting] Because our exhibition is mainly to do high-end international brands, then 10 years of development, regardless of the market or the changes in this industry, have different themes every year. Then the theme of our conference this year is "Retail 4.0." The theme is not only the text, but also the best form to express. That Sun Xinxi cura is a very easy and lively thing to do with the meaning of our conference theme “Retail 4.0â€. In fact, no matter how their performance is, they want to let everyone see the latest products, the latest brands. That's just that we are integrated into a lifestyle from a single product sale and integrated into a scene. Promoting original design is a relatively important point for our exhibitions. Therefore, we are also honored to have a 7-year cooperation with Mr. Gu Qing in the original design of “Good Land in the Landâ€. Therefore, the introduction to her every year is also from the original design of a single product, a single person, and now can integrate the design of humanities, culture and products themselves, so the feeling is to be two different stories, also us Design the positioning performance of the exhibition.
[Sun Xinxi] Life is diverse. When we are doing magazines, the monthly theme is different.
[Reporter] The exhibition has cooperation with Jingdong. Would you like to ask what plans are there in the later stage?
[Wen Ting] Everyone knows that our traditional exhibitions are all grounded, like some physical stores, shopping centers, stores, etc. Many brands are also settled there. The reason why it will be displayed through the Jingdong platform is actually to let everyone have more experience of life, so that the way of shopping is not limited to a single form. Through cooperation, we can make our brand more showable, and also can be presented to consumers through online + offline combination.
[Reporter] Would you please introduce the preparations for this year's "Home Fashion Awards"?
[Wen Ting] In addition to continuing the previous selection of brand design and functions, this year, Wen Ting specially joined a selection of the best designers who cooperated with JD. The selection was just offline. Now I can go online, I can raise money, I can suddenly have such a large-scale understanding through the Internet, I think it is also a very good channel for the original design to quickly go to the market and go to market. In addition, we also reviewed some “retail channelsâ€, which is also a good form of performance and participation for buyers and buyers.
[Yang Xin] We have a lot of design products that we have seen before, but we have not popularized the products. That Jingdong has a crowdfunding platform, which can have the design of this product first, and then we will do a crowdfunding activity later. After crowdfunding, there will be a process of producing and selling to customers. This can make the designer's products truly enter the consumer and can be popularized. This is one of our purposes.
[Reporter] Can you recommend a highlight of the exhibition that we most want to pay attention to?
[Sun Xinxi] Because we accepted this invitation from the beginning, our mentality is 'playing'. There are so many exhibitions around the world, including Milan, Paris, and they are actually playing. In fact, all the things that you end up creating are ultimately for life, to make your life better. Aside from the commercial level, we are the first to play and then think about something else, everything starts from play. Then we decided to do this thing and we have to play big, so we have to have fun and experience this pavilion. The pavilion generally displays a little more things, so I don't think it is necessary to stuff as many things as going to school. I can experience it in the play and give more inspiration to the future life. Therefore, the "play" thing is very important in the curation, and the design is also true. Like ThomasDariel, he is also a very loving person.
[DelphineMoreau] If you have a lot of international exhibitions, it is not just about displaying products or brands. It often has some creativity and design in it.
[Sun Xinxi] Yes, we have not forgotten that the most important purpose of setting up exhibitions is to say 'Retail 4.0'. All of us are for 'Retail 4.0', but we will not directly say how we can do this. Things, but around a circle, let everyone understand the concept of 'Retail 4.0' in the process of playing. In fact, in the international arena, the more art installations, the better the exhibition, it must be commercial. But you will feel very happy and happy in the process of participation, you will feel 'WOW, this is so powerful'. This is actually what we want to pass through the show.
[Wen Ting] Another point is that from the perspective of the exhibition, Sun Xinxi is actually a media propaganda party; Jingdong is online, we are offline, to some extent, it should be regarded as a competitor; Gu Qing is also a designer. The perspective of the exhibitor. Today we are sitting together, in fact, it is also a curator, a partner, etc. This is the new change of the exhibition. The heights of all aspects and the ideas and perspectives of cooperation are combined to make this exhibition look more than just a trade. Exhibition, but the ultimate goal is to promote good things. Through such a fusion approach, we interpret this product brand through the perspective of the media. The integration and distribution of online and offline can also replace the propaganda of the media. Although it is a simple curation, it is actually the integration of design, art and culture. This is the place where our exhibition is constantly improving and the most fulfilling place. .
[Yang Xin] In fact, online and offline is not a competitive relationship. In fact, consumers are now more and more personalized. A single online and offline channel may not meet the needs of consumers. Therefore, we need online and offline linkages. More customers provide intelligent, product-oriented, and diversified ideas, which are what customers need, so we actually have a relationship of cooperation and interoperability.
[Reporter] There will be many different exhibitions in September, and our home exhibition is in mid-September. I would like to ask what is the core competitiveness and attractiveness of our exhibition?
[Sun Xinxi] In fact, the focus of each exhibition is different and cannot be replaced. Like the fashion home show, it is for these categories, including Jingdong to participate in the fashion home show and not other exhibitions, because this appeal is the most important. Because we find the best platform to present this content, the focus of the furniture exhibition is furniture, the fashion home show focuses on jewelry, kitchen, gifts, etc., the focus is different, so everyone has developed very well for so many years.
[Zheng Jing] In fact, we have been doing the exhibition for 8 years, and we have cooperated with you for 8 years and made different themes. But this year's theme is the first proposition essay I got. It was originally that I took it and handed it home to let everyone pick it, but this time we started by saying 'Retail 4.0'.
Then the job I have to do is to explain to you what the concept of 'Retail 4.0' is, so that everyone can participate in the state of playing. But one of the concerns is that whether it is playing, art or design, our final landing is business, which is irreplaceable. We must be a commercial trade show. 'Retail 4.0' is a concept and an exploration so far. It is whether it is coexisting online or offline or who is going to kill it. It is a dream of the other side or the same bed. I think this is an unknown number. But when we see all kinds of forms, the last thing we want to think about is that for businessmen, he would think what our industry looks like; for buyers, what kind of purchase method It is suitable for you. I think this is the core of our 4.0. 4.0 or 5.0, it is actually just a concept, what kind of state is finally presented - where is the thing to sell, what to sell, where do I want to buy, this is what we are discussing every year, just The focus is different. Just asked us what the core competitiveness of the show is. From an international perspective, the home show is actually a major premise for furniture fairs. Because the furniture is presented in the home state. Just like we used to be a stool chair table and a decorative piece, but one day, you will find that we also started to make the whole furniture, we also have wallpapers and curtains, etc., that is to say these two things, everyone They are all blending and intersecting each other. Different extensions, different places, different concerns, so I think people's needs will be different. And I don't think it's necessary to say that I am stronger than you. You are weaker than me. The exhibitions are not on the same day. In fact, you can look at each other and take the West. So it is still said that during the process of retail 1.0 to 4.0, we have been developing for a long time, and 4.0 to 5.0 may be only half a year. After this exhibition, we will discuss what the theme of next year will do. Maybe we can achieve it in a short time, but it depends on the development of the entire market and economy.
[Yang Xin] This is actually the case. For us Jingdong, we originally belonged to the home improvement department. Home furnishings may include home and kitchen utensils, as well as furniture and building materials. In the current market environment, a deep excavation that we do not subdivide can no longer meet the individual needs of customers, so our department also made a split this year, which is to make large pieces of home decoration and small pieces of furniture and kitchenware. Split, this is to better meet customer requirements. I think this is why we have a fashion home show and a furniture show.
[Reporter] Finally, I would like to know about the proportion of new and local brands this year, and what considerations were made to recruit these brands?
[Wen Ting] We have just said that we are a mid-to-high-end brand, as well as China's international market. In fact, a few years ago, many home furnishing products had our Chinese brands. At that time, our international brands accounted for more than 50%. With the development of these years, especially furniture brands such as creation, they are more inclined to be decorative. It is not said that without this chair, the function of the home does not exist, so there will be some such domestic emerging brands gradually appearing in We look at it. In the state of saturated international brands, it is not necessarily fixed at an exhibition every year, so there will be more and more domestic brands. Like Jingdong, they also have many international brands. They also provide this new way of shopping for scanning codes, but they are also participating in this exhibition, and also to let consumers see the latest products through the landing form.
Editor in charge: Li Zhuang
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