Focus on essentials: Messe Düsseldorf Shanghai is to focus on two instead of the five investment areas in retail covered by the previous C-star, a member of the international EuroShop family. Under the new name China in-store, the focus will be on the two areas described as the most important by the organiser, In-Store-Design and In-Store-Solutions. The reason for this new orientation is the development of the market by which physical shops are no longer just a sales channel but places to convey brand values, to increase customer loyalty and to gain new target groups.
„This redesign and upgrade is a prudent decision.“
The exhibition organisers see the key to a successful shop presentation in extraordinary and well thought-out shop design concepts and the smart use of equipment and technology. Design companies and suppliers of high-quality in-store solutions from shopfitting, visual merchandising, lighting, retail marketing and retail technology will therefore be found at China in-store, as will exhibitors who involve upstream and downstream industries to offer complete solutions from a single source.
"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", Marius Berlemann, general manager of Messe Düsseldorf (Shanghai) Co., Ltd. explained.