Wednesday, 26 October 2016 07:24

Paperworld China reflected to the changing trend of stationery retail industry in China

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Oriental Culture Zone and Creative Pavilion added value to buyers’ visit

Paperworld China concluded successfully on 22 September 2016 at Shanghai New International Expo Centre. The show reflected the changing trend of the country’s stationery retail industry, offering new insights on retail concepts to buyers. The show is a leading international trade fair for the stationery industry that welcomed 510 exhibitors from 12 countries and regions (476 exhibitors in 2015) under one roof. Many of the exhibitors were promoting stationery giftware and trendy product displays as an innovative concept, which is believed to be the development direction for the industry.

2016 10 26 072554In recent years, consumers are pursuing stylish and excellent product quality instead of function alone. Despite higher cost, luxury items are gaining popularity in China. Mr Eric Cui, representative of Deplus Design agreed this view. He added: “Consumers have lower sensitivity to retail price since retail shops have been transformed to a stylish appearance. Products that combine function and fancy style with reasonable retail price are very popular.” Deplus Design is an agent of branded stationery products from France, Germany, Japan, Korea and the UK. Exhibiting at Paperworld China for the sixth time, the highlight for this year was a famous Korean brand, Morning Glory, which offered all kinds of stationery gadgets in quality design.

Commenting on the show, Mr Cui said it is a reputable show with exhibiting results being more satisfying year after year. “Many visitors are interested in our products, they are the representatives of book shops, malls, agents and individual art studios. We are expecting to meet retailers, especially those stationery manias. I met many matching customers, around 30 to 50 have great potential to cooperate. We were busy at our booth all the time,” said Mr Cui.

Ms Zu Zhimeng is a Sales Representative from Huoxing Tudou Cultural Shop in Jiangyin City, Jiangsu Province. She described the stationery market as ever-changing, this is the reason that she wants to source for trendy and stylish products at Paperworld China. “I am here to understand more about trends. And to stay ahead of the industry, I am also looking for luxury stationery items that are not yet available in the market. My customers are very interested in imported stationery, and are willing to pay more for that. I enjoy visiting exhibitions in comparison to sourcing online, as it allows me to experience the product,” said Ms Zu.

An arts teacher from Germany, Mr Michael Gesche is now teaching in Shanghai and was looking for artist items for his classes, he also enjoys experiencing various products at Creative Pavilion in Paperworld China. “I have found some useful paint and materials for my teaching. It is a good idea that the suppliers allowed me to try using the materials here,” Mr Gesche said.

Australian visitor, Mr Mark Gartner, emphasised the product quality. The Managing Director for Lectronic Trading Pty Ltd was looking for general stationery products for his trading company at Paperworld China. “I came across some new and innovative products, such as an electronic blackboard and solid highlighter, the quality of both products are up-to-standard. I will follow up with a few Chinese suppliers after the show,” said Mr Gartner.

The debut showcase, “Small yet Beautiful”, was welcomed by both exhibitors and visitors. This showcase displayed products from close to 50 popular brands such as 3M, MAX, Pilot, Schneider and Zebra in a mock retail shop, the area was consistently packed with visitors during the show. Sakura was one of the displaying brands in “Small yet Beautiful”. Mr Sun Chao, Sales Manager for Shanghai Sakura International Trading Co Ltd, was satisfied with the participation. “This special area is a good attempt that offers suppliers and visitors with inspiration and new ideas. It allows us to demonstrate how to present our pigment product, in a professional way,” said Mr Sun. Sakura is a prominent Japanese brand specialising in stationery and paint.

Chinese trader, Mr Wu Feng, Representative for Domi Professional For Gel Ink Pen enjoyed visiting “Small Yet Beautiful”. “I think it is a good idea to have this display area, the area was packed with people looking for new products,” said Mr Wu, who is a regular visitor at Paperworld China to meet existing suppliers and learn about new developments in the industry. This year, Mr Wu looked for DIY products. He also praised Paperworld China as a high-level industry event in China, as many well-known brands can be found there.

The three-day event attracted 22,932 visitors from 91 countries and regions, a two percent increase from last year. Worldwide visitors were attracted to Paperworld China and the top five visiting countries and regions were Japan, India, Taiwan, Korea and Hong Kong.

Oriental Culture Zone and Creative Pavilion added value to buyers’ visit

Oriental Culture Zone incorporated the Asian Designers Alliance at this year’s Paperworld China. Pinyin Creative Inc was the leading company in the alliance. Ms Judy Lo, its Creative Director, agreed the show connects the company with potential customers such as hotels and museums. “The results of attending Paperworld China are good, we are able to see the opportunities in China and the market development. Representatives from dealers, tea houses and inns came and enquired about our services and we have identified some potential customers,” said Ms Lo. She wishes the zone can be expanded in the future, in order to enhance cultural development.

Echoing the continued development of oriental culture, a forum on “Defining and popularisation of museums and cultural driven brands” was conducted. The former Chief Director for eslite Foundation for Culture and Arts, Mr Steve Tseng, was one of the speakers. Mr Tseng visited the show and was happy to see high-quality brands in the Oriental Culture Zone. “Both the forum and the zone enhanced information exchange on art and market updates. Sharing the development of eslite with the audiences, I think the experience and concept can inspire them to better develop their own companies,” said Mr Tseng.

The Creative Pavilion was not only an area for trade, it was also a platform for talented handcrafters to demonstrate their creativity. A series of seminars with showcase of masterpieces was arranged on the same floor to enhance atmosphere of the handcraft industry. Ms Wang Yuming, President of the United Pressed Flower Art Society from Taiwan, was glad to introduce the association and the unique skill in one of the seminars inside Creative Galleria. “Some of the audience came over to further discuss specific pressing techniques, so I think the seminar has been a success!” said Ms Wang.

Ms Wang’s talk attracted Ms Wu Qianqian to visit Paperworld China. “I am a member of the United Pressed Flower Art Society. I decided to attend the seminar once I knew the president would be hosting the talk. It has been very informative,” said Ms Wu. She is a pressed flower amateur and was excited to talk to Ms Wang after the seminar to advance her flower pressing work.

The next edition of Paperworld China will be held from 21 – 23 September 2017. The show is jointly organised by Messe Frankfurt (Shanghai) Co Ltd, the China Chamber of Commerce for I/E of Light Industrial Products & Arts-Crafts and Guangzhou Foreign Trade South China Exhibition Corp Ltd.

For more information about the show, please visit or email:

Background information on Messe Frankfurt
Messe Frankfurt is one of the world’s leading trade fair organisers, generating around €648 million in sales and employing 2,244 people. The Messe Frankfurt Group has a global network of 30 subsidiaries and 55 international Sales Partners, allowing it to serve its customers on location in 175 countries. Messe Frankfurt events take place at approx. 50 locations around the globe. In 2015, Messe Frankfurt organised a total of 133 trade fairs, of which more than half took place outside Germany.
Comprising an area of 592,127 square metres, Messe Frankfurt’s exhibition grounds are home to 10 exhibition halls. The company also operates two congress centres. The historic Festhalle, one of the most popular venues in Germany, plays host to events of all kinds. Messe Frankfurt is publicly owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent.
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