Nov 27, 2023

Paperworld China brings in 28K visitors

Paperworld China returned to the Shanghai World Expo Exhibition & Convention Center Nov. 17-19 and attracted more than 28,000 visitors.

Spanning 17,000 square meters of exhibition space, the show featured more than 316 exhibitors from 11 countries and regions.

According to show executives, this year’s B2C approach elevated the fair’s status as a platform catering to the needs of both businesses and end consumers. This shift included the move to a more accessible fairground, the incorporation of interactive events and a substantial investment in social media promotion aimed at engaging end consumers.

“The show’s successful return has provided an exceptional platform for industry players to rekindle momentum and explore the immense potential within the markets for stationery, office supplies, hobby, arts and crafts, and trendy consumer lifestyle goods,” said Judy Cheung, deputy general manager of Messe Frankfurt (HK). “This year, we are thrilled to have included end consumers in the show. Their invaluable feedback on products at the fair has served as first-hand market intelligence for exhibitors, guiding them in the right direction for product design. Meanwhile, participation from leading manufacturers highlighted fresh designs and innovations, allowing channel players and end consumers to discover the latest market trends.”

B2C approach

Cheung said exhibitors reaped the most benefits from the increased focus on B2C business.

“These advancements have brought about a significant transformation in the dynamics of Paperworld China,” Cheung said. “The integration of B2C elements has helped exhibitors reach a broader audience, and through this more comprehensive platform, businesses can now more effectively engage with their target customers, ultimately driving sales and reinforcing their brand presence in the market.”

Zheng Yuchao, general manager of SenPoo Culture Communications, exhibited at the November show.

“Our booth has been very busy,” Yuchao said. “This show not only attracts industry insiders, but also many end users who want to know more about our journal items and accessories. I look forward to meeting more of them over the coming weekend because it definitely has a positive influence on our brand building efforts. We’re also pleased with the opportunity to collect useful contacts from small to mid-sized retailers and distributors, and meet with many of our old customers from the Shanghai and Jiangsu regions.”

For many exhibitors, the chance to get direct-from-market feedback on their latest products was invaluable.

Yu Suzhen, founder of Kinbor, a cultural and creative lifestyle brand, shared her view: “With the show strengthening its emphasis on trendy and cultural goods, we’ve taken the opportunity to display various original and co-branded IP products. This year’s show is open to end consumers, which also allows us to reach more of our Kinbor fans and stationery enthusiasts. Their feedback is very important to us.”

While B2C business was spotlighted, exhibitors had the opportunity to connect with major B2B trade visitors, including international distributors, retailers and wholesalers.

“As a long-term exhibitor at Paperworld China, we are delighted to use this platform to reconnect with industry players and showcase our new Snowhite products,” said Deng Wei, marketing manager of Qingdao Changlong Stationery. “On the first day, we’ve already welcomed customers from Mexico and some Southeast Asian countries, showing a high level of interest in our products. The inquiry rate at our booth is also remarkably high. This year, the show has introduced trendy and cultural items, which aligns perfectly with our product development direction. Paperworld China continues to adjust its positioning to cater to the latest market trends. This puts us in touch with more suitable buyers.”

Revamped product zones

Dedicated zones and pavilions were arranged to provide a multifaceted show experience for visitors. One notable addition was the newly launched Zakka Shop, which featured over 20 manufacturers presenting and directly selling their own branded products to visitors. The Twenty Pro International Brand Pavilion featured a lineup of international brands from France, Germany, Hong Kong, Japan, Korea and Norway. The Journal Event was a bustling area that captivated visitors with a diverse selection of calendars, planners, stickers, decoration tapes and stamps.

Meanwhile, the Cultural Exchange Plaza attracted a significant number of visitors who engaged in the art of Chinese calligraphy. Other visitors indulged their creativity by participating in the “DIY workshops” to hand craft various items. Enthusiasts of Chinese characters were also given the opportunity to create their own unique fonts at the “Make Font” sessions.

Fringe program

The show also offered a fringe program of more than 20 seminars covering various topics of interest to industry players. Ping Gao, senior trend analysis director for Aiyuan Design was among the speakers unveiling a stationery trend analysis which was released just last month.

“We aim to provide some guidance for overseas trade customers, especially those who engage in cross-border e-commerce,” she said. “The most popular colors and themes are often related to hot social topics or video games and movies. For example, this year’s Barbie craze has led to an increase in the sales of pink stationery. Designs with foldable and upright pencil case have also gained popularity.”

The show attracted overseas buyers, including Austria-based Matthias Juenger, managing director of Panda Office GmbH.

“Our company specializes in innovative stationery and office supplies, so we are looking for unique and new products that probably nobody has seen in Europe before,” Juenger said. “So far, we’ve found some interesting glues in various colors and cutters that have very interesting shapes and functions.”