18. July 2023 | Chapter China, Expo & Event Marketing, Feature, Visuals

Must-attend event for retail designers and retail suppliers in Shanghai

After a two-year pandemic break, the renowned China in-store trade show is finally returning. From November 29 to December 1, 2023, the Shanghai New International Expo Center will once again be the meeting place for trade visitors from the retail industry. Suppliers of in-store solutions from the areas of shopfitting, furnishings, materials, lighting, retail technology and retail marketing will be presenting their expertise here.

China in-store – formerly known as C-star – is part of Messe Düsseldorf’s EuroShop trade show portfolio and has become the most important trade show for the retail sector in China since its premiere in 2015. It offers exhibitors the opportunity to present their products and services to the Chinese market in a targeted manner and to tap into new business opportunities. With a wealth of solutions for shopfitting, store design, retail technology and retail marketing, the show attracts thousands of trade visitors from around the world each year.


“The return of China in-store is not only a sign of the resurgence of the exhibition industry, but also a symbol of the optimism and determination of the retail industry in China. The show will once again underline its role as a driver of change and innovation in the industry, offering participants countless opportunities to drive their businesses forward,” Elke Moebius, Project Director Retail/Retail Technology at Messe Düsseldorf, is certain. In the past, China in-store has already impressed with its international flair and outstanding quality.

And for James Zhang, Director of China in-store, the trade show comes at just the right time: “The Chinese economy and retail sector are currently experiencing strong growth, and consumer consumption is on the rise. Under these good omens, China in-store in November creates an excellent platform for suppliers and buyers of capital goods for retail. We look forward to a very busy show that will further reinforce the upward trend of the Chinese economy.”

High satisfaction among visitors and exhibitors

The sixth edition in 2020 registered 134 international exhibitors and attracted 9,006 trade visitors. Both visitors and exhibitors were very satisfied with the high professionalism of the event and the numerous networking opportunities. For example, after the 2020 show, Han Xiaona, Projectors Product Manager at Epson China, emphasized the importance of China in-store for the company: “Our biggest successes here are that, on the one hand, we get to know our customers and partners who can help us improve our products and bring more solutions to the market. On the other hand, we can show leading brands and suppliers in the retail industry that Epson’s projection technology is not only used in traditional classrooms, home theaters or conference rooms, but also in new commercial applications.” The company LRC (Hong Kong) Brand Management attended the Shanghai show for the third time in 2020, and marketing director Yvonne Tian summed up very positively afterwards: “Our participation has always promoted our business development and helped us win more and more good customers.”

The venue Shanghai, the dynamic economic metropolis on China’s southeast coast, provides the perfect setting for the China in-store. The city is a symbol of progress and innovation and is home to one of China’s economically strongest and most promising regions. This is where the industry’s leading minds meet to exchange information about the latest trends and developments and to establish forward-looking business contacts.

Supporting program sheds light on the future of retail

With an impressive supporting program, including the Retail Stage and the Design Forum, this year’s China in-store will once again shed light on where retail can go from here. One highlight of the program: the renowned industry award “ERDA China” (EuroShop RetailDesign Award). This awards outstanding shopfitting concepts and highlights the innovative strength of the industry.


China in-store 2023 promises to be a dynamic and inspiring event that reflects future retail opportunities. “It is time to leave past challenges behind and look forward to a promising future together,” said Elke Moebius. “China in-store stands ready to inspire and connect the industry and pave the way to a successful and dynamic retail landscape. We look forward to a compelling trade show experience in Shanghai.”

Exhibitors can currently still apply for a booth at China in-store. Apply now as an exhibitor.

You would like to experience China in-store live on site? Visitors are welcome to log in or register for a visitor ticket (for first timers).

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