Scenario-based consumer experience has become a winning formula for physical retail. Cyberstar stores have mushroomed, winning high foot traffic, spontaneous media exposure and investment capitals. At the center of their core competitiveness is scenario-based experience and lifestyle advocacy. Swarovski introduces the concept of an art museum with good sound and light effects in its new store in Chengdu. Huawei Authorized Experience Store Plus in Wuhan integrates more intelligent technology, more green ecology and more humanistic care to create an experience through time and space.
Physical stores are no longer simply a sales channel in China, but a good place to communicate brand values, increase user stickiness and gain accurate customer sources. In this process, a unique and thoughtful store design concept and smart use of equipment and technology is the key to successful store presentation.
Since its debut in China in 2015, C-star, the official satellite show of EuroShop has been dedicated to presenting store solutions with design thinking. As store design gains increasing prominence, more and more exhibitors (in-store solution providers) are exploring upstream and downstream industries to provide one-stop solutions. Given this trend, the organizer has consolidated the conventional FIVE exhibiting dimensions into TWO – in-store design and in-store solutions, and upgrading the show brand from C-star into China in-store (Shanghai Int’l Trade Fair for In-store Design & Solutions). The show will increase the presence of design firms and high quality in-store solution providers from shop fitting to retail technology. This reinforces the design advantages of the show and brings more inspiration to retailers.
Mr. Marius Berlemann, General Manager of Messe Düsseldorf (Shanghai) Co., Ltd. said: “This transformation and upgrading is a prudent decision made after a comprehensive assessment of the Chinese retail environment. It is a reform in line with the times, and we look forward to China in-store bringing more power to the industry. “
Ms. Elke Moebius, Project Director EuroShop and EuroCIS commented: “EuroShop RetailDesign Award China, which has exclusively honored Chinese store design for the past two years, clearly shows the need for creative store design in China. And that is precisely why we are positioning China in-store in the direction of store design and the in-store solutions that go with it.”
Mr. Wang Yue, Managing Director of Changhong Architectural Decoration Engineering Co., Ltd. commented: “We very much support and look forward to the transformation. As the satellite show of EuroShop, China in-store has excellent international and domestic retail design resources. We are glad to see that the organizer will further develop store design and store architecture industry. Coincidentally, this is also what Changhong plans to do in the future!”
Nancy Gao, Business Development Manager of Futuristic Store Fixtures, also said: “We are looking forward to this transformation. The exhibition has accumulated a lot of high-quality retail brand buyers in the early stage, and there are almost no exhibitions of the same type in China. With the organizer further cultivating store design and shop fitting, I believe both exhibitors and visitors can find more accurate and comprehensive store solutions here.”
China in-store 2022 will take place at Shanghai New International Expo Centre from 31st August to 2nd September 2022. Alongside the show, a variety of special programs will again bring insights, inspirations, exchange and experience to the industry. In addition to the show, a series of nationwide City Talks will be held in first-tier cities Beijing, Shanghai, Shenzhen and second-tier cities Chengdu, Hangzhou and Changsha, exploring different store design concepts within different urban culture.