C-star becomes China in-store
8. November 2021 | Chapter China, Expo & Event Marketing, Retail News

From 31 August to 2 September 2022 at the Shanghai New International Expo Centre

Unique trade fair for in-store design and in-store solutions reflects development of the Chinese retail trade

C-star, a member of the international EuroShop family, will become China in-store. With this transformation, the organiser, Messe Düsseldorf Shanghai, is reacting to current developments in the market: physical shops are no longer just a sales channel in China either, but the ideal place to communicate brand values, increase customer loyalty and attract new target groups. In this process, an exceptional and well thought-out shop design concept as well as the intelligent use of equipment and technology are key to a successful shop presentation.

In order to meet this market development, C-star, which has covered five different retail investment areas since 2015, will now become China in-store, which deliberately focuses only on the two most important areas of in-store design and in-store solutions. Design companies and suppliers of high-quality in-store solutions from shopfitting, visual merchandising, lighting, retail marketing and retail technology will be found at China in-store, as will exhibitors who involve upstream and downstream industries to offer complete solutions from a single source.

Shopping in China: Emotional experience in the foreground

©Messe Düsseldorf

Cyberstar shops have mushroomed in China and have high customer frequency, spontaneous media presence and have attracted investment capital. At the heart of their competitiveness is the emotional experience and lifestyle promotion. Swarovski, for example, introduced the concept of an art museum with special sound and lighting effects in its new shop in Chengdu. The Huawei Authorised Experience Store Plus in Wuhan, on the other hand, integrates smart technology, more ecology and more personal care to create an experience through time and space.

In the fashion segment in particular, many Chinese own brands were also able to score points against international brands during the pandemic and are now focusing on continuing to assert themselves with high-quality store design. New, young brands in particular rely on the event character of shopping, as the participants in the ERDA China Award 2021 impressively demonstrate.

China in-store: ideal presentation, communication and business platform

Worlds of experience have thus become a formula for success for physical retail. This is a trend that requires a large number of specialised providers to realise such stagings for the retail trade. For precisely these suppliers, China in-store offers the ideal presentation, communication and business platform where Chinese retailers can find inspiration and highly qualified, creative partners.

Marius Berlemann, General Manager of Messe Düsseldorf (Shanghai) Co., Ltd. said: “This redesign and upgrade is a prudent decision made after a comprehensive assessment of the Chinese retail environment. It is a timely reform and we look forward to the China in-store adding more strength to the industry.”

Elke Moebius, Project Manager of EuroShop and EuroCIS in Düsseldorf added: “The EuroShop Retail Design Award China, which has been exclusively honouring Chinese shop design for the past two years, clearly shows how great the need for creative shop design is in China. And this is exactly why we are positioning China in-store towards store design and related in-store solutions.”

For Wang Yue, General Manager of Changhong Architectural Decoration Engineering Co., Ltd. the change meets with a positive response: “We very much support the redesign and are looking forward to it. As a satellite fair of EuroShop, China in-store has excellent international and national resources in the field of retail design. We are pleased that the trade fair is driving developments in shop design and shop architecture. Incidentally, this is also what Changhong is planning for the future!”

Nancy Gao, Business Development Manager of Futuristic Store Fixtures, confirms, “We are looking forward to this transformation. The show has already attracted many high-profile retail brand buyers in the early stages, and there are almost no fairs of this kind in China. As the organiser continues to cultivate this area, I believe both exhibitors and visitors will be able to find more fitting and comprehensive shop solutions here.”

China in-store 2022 will take place from 31 August to 2 September 2022 at the Shanghai New International Expo Centre. In addition to the trade fair, there will once again be a series of special programmes offering insights, inspiration, exchange and experiences to the industry. In addition to the fair, a series of nationwide City Talks will be held in the major cities of Beijing, Shanghai and Shenzhen, as well as in the major cities of Chengdu, Hangzhou and Changsha, showcasing various shopfitting concepts in different urban cultures.

For more information about the China in-store follow on LinkedIn or visit the official website: www.c-in-store.com.

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