Feb. 17, 2010 – Around 104,000 trade visitors from 142 countries attended the trade-fair quartet of Paperworld, Christmasworld, Beautyworld and Hair and Beauty from Jan. 30 – Feb. 2, 2010. Here's a look at what the trade show had to offer.
Around 104,000 trade visitors from 142 countries attended the trade-fair quartet of Paperworld, Christmasworld, Beautyworld and Hair and Beauty from Jan. 30 – Feb. 2, 2010. This means that, despite the unpleasant weather conditions, around 4,000 more buyers made their way to Frankfurt am Main than the year before. Every second visitor came from outside Germany. The top five visitor nations after Germany were Italy, France, The Netherlands, Great Britain and Switzerland. Representing the paper, office supplies and stationery, festive decorations, beauty and cosmetics and the hair-cosmetic industry, a total of 3,438 exhibitors from 67 countries made presentations at the four events.
“We are delighted that the four consumer-goods fairs have once again been able to kick off the business year in an optimistic way for the sectors taking part. The economic crisis was much less in evidence. The trade and industry are becoming more sanguine and their ideas are more and more creative. And this was to be seen clearly at all four events: on the exhibitor side with lots of innovative and new products; on the visitor side through the numbers taking part and a healthy curiosity about everything that could boost recovery”, said Dr. Michael Peters, Member of the Board of Management of Messe Frankfurt GmbH, sketching the course of business at the four consumer-goods fairs.
The decoration segment began the new business season at Christmasworld with 974 exhibitors from 36 countries. Thus, eleven exhibitors more than in 2009 made presentations at this year’s leading trade fair for festive decorations, which attracted a virtually unchanged number of visitors, namely 30,157 from 106 countries (2009: 30,366). Every second visitor came from outside Germany. Exhibitors also noticed the high level of internationality. “The visitor-side structure is very international. Even Russian buyers who were absent last year came back and placed orders”, confirmed Bernd Feindor, Marketing Director Europe of Krebs Glas Lauscha GmbH. In the case of visitors from Germany, there was a slight decline to 46 percent. Many exhibitors said this was due to the heavy snow and the resulting chaos on the roads. “We have had numerous foreign visitors but only a few Germans so far. This is most likely due to the difficult weather conditions”, said Shadi Valizadeh, General Representative of Gisela Graham Ltd in Germany. On average, visitors spent two days looking around the multi-faceted range of products at Christmasworld. “We have had an unparalleled flood of visitors to our new stand during the fair. Naturally, business depends not only on the quantity but also on the quality of the customers”, explained Ron Joosten, General Manager of Vivant Decorations. This is also reflected by the visitor poll. 77 percent said they were responsible for their company’s buying decisions (4 percent more than in 2009). Overall, the level of satisfaction reached the previous year’s level with 64 percent of exhibitors and 93 percent of visitors saying they were satisfied with the course of business at the fair.
A desire for something new after the crisis: quality a must
Following the crisis of 2009, the decoration sector began the new business year with positive expectations and positive results. “The mood has improved. The Christmas business was really good for our customers and they are now looking for new products for 2010. Because of this, this year’s Christmasworld was very good for us – better than last year”, said Ronald M. van Veen, Managing Director of Edelman B.V. and Euro Decor B.V. Confirmation of this is given by visitor and exhibitor estimates of the current economic situation in the sector. 76 percent of exhibitors rate the current business climate as being satisfactory to good, an increase of seven percentage points over 2009. Dealers were slightly more optimistic at 83 percent. Nic Duysens, General Manager of the suppliers of home accessories and lifestyle products of the same name, also noticed the demand for new products. “Visitors come from all over the world and are specialists in their fields. We have taken some good orders and are, therefore, pleased with the course of business at the fair”. Christmasworld was also a good start to the year for makers of ethnic art from the Ore Mountains. “This year, we are looking forward to a significant in crease in our export business”, said Dieter Uhlmann, General Manager of the Association of Ore Mountains Craftsmen and Toy Makers (Verband Erzgebirgischer Kunsthandwerker und Spiel zeugwarenhersteller e.V.)
For some manufacturers, the economic crisis of 2009 actually had positive effects. “As a result of the crisis, we have gained customers because dealers are now comparing products and banking on quality. We have benefited from this because we offer outstanding quality for a reasonable price. And the fair was correspondingly good for us. We had lots of visitors from decoration companies to garden centres and supermarkets”, said Dennis Veldpape, Director Royal Christmas, Group Veldpape. Quality has developed into a major criterion for success in all segments of the decoration industry. Confirming this, Vincent Kristen, President of European Candle Association and General Manager of candle makers, Bolsius International B.V., said, “In the case of candles, the trend is away from quantity to quality. And this applies no less to the trade than to consumers because dealers know that a bad product can only be sold once. Our members sell quality products and, therefore, Christmasworld was a success for them.”
New structure brings together related product segments
This year’s Christmasworld was also distinguished by a restructuring of the product groups following the inclusion of the new Hall 11 in the fair. There, the focus was on Christmas decorations, festive lighting and Shop & Display. Exhibitors of seasonal gifts and annual and seasonal decorations made their presentations in Hall 9.1. This spectrum of products was continued in Hall 9.0 where the spotlight was, however, on party and festive articles and fireworks. New in Hall 8 was the complete range of florists’ requisites together with candles, fragrances, ribbons and wrapping materials. Dr. Alexander Kopschitz, General Manager of Erich Kopschitz GmbH was delighted with the restructuring. “Now, in Hall 8, everything is together that belongs together. The result is a symbiosis of flowers and candles.”
Special presentations offering added value
Synergies created by holding four fairs concurrently represented an additional benefit for visitors. To underscore this, the Hobby and Creative Association (Verband Hobby-Kreativ e.V.) held its “World of Creativity” special show at Christmasworld for the first time. Members of the association showed their innovations and ideas for creative product displays in Galleria 0 and thus motivated visitors to investi gate the ‘Paperworld Creativ’ area in Hall 4.2. “Away from the beaten track, dealers can find valuable information and products that make their assortments even more of a magnet for consumers. This applies to all sectors. Christmasworld has many attractive products for the seasonal business of stationers, hairdressers and beauticians. Con sumers are grateful when they find gift articles or striking decorative products suitable for Valentine’s Day, Mother’s Day and Christmas at such establishments”, says Jutta Baumann, Christmasworld Director.
Inspiration for creative decorations was given by the ‘Carnevale di Venezia’ special exhibition in Galleria 1. There, visitors could gain insights into the traditions and customs associated with carnival in Venice. At one stand, a pearl maker demonstrated her skills; at another, visitors could obtain tips for making typical masks. Musicians and jugglers ensured a suitable atmosphere. They invited visitors to have their photograph taken alongside the original Venetian gondolas, which they could then take with them as a souvenir. Additionally, there was a chance to win a trip for two people to Venice.
The Trend Show by designers bora.herke in Hall 9.0 presented the latest trends for the 2010 / 2011 decoration season. Four thematic worlds were a source of ideas for individual and eye-catching window dressing and inspiration for trend-oriented assortments. Additionally, visitors could obtain further insights through the lectures and tours of the Trend Show held every day during the fair.
Trends for 2010/2011
Traditional Christmas is still in vogue
In turbulent times, people always seek security in the familiar. Christmasworld exhibitors are meeting this need by redesigning familiar, tried and trusted products. The Christmas tree, real or synthetic, is the focal point of Christmas decorations. Visually, the artificial ones, made of high-quality polyethylene (PE) are indistinguishable from and even feel like the real thing. For Christmas 2010, manufacturers go with voluminous balls and imaginatively designed animals, angels and fairytale figures. Lametta is out, instead artificial snow on pine branches is extremely popular.
A colourful variety of materials and a high-quality finish
In terms of colour, almost anything goes. Various shades of mauve are still on trend for next season but red, silver, grey, white, vibrant green, orange, lemon and gold are also extremely popular. Blue and brown are being sold as favourites for 2011, whether printed with silver dust, decorated with white frost and snow. Generally opulent embellishments on Christmas decorations reflect a desire for the playful. Everything which fits the bill in terms of cheerfulness and reflectiveness is allowed. A desire for value runs through the entire decorating segment. Christmasworld manufacturers are agreed in their assessment: customers are primarily buying high value, choice products. They choose carefully, paying attention to quality, individuality and are more aware of what they buy but all this at reasonable prices. This is why consolidation back to specialisation is taking place in the industry. After all it is possible to manufacture large numbers of quality products at moderate prices, too.
Eastertide goes glitzy! Hand-blown rabbits, chickens and Easter eggs in lemon, pale green turquoise and brown decorate spring branches. Spotted and striped eggs, cardboard hearts and colour-coordinated ribbons ensure a lust for life after a long winter.
A reflective festival of light and a glittering party
Pillar candles and tea lights in a wide variety of colours, designs and fragrances dominate the candle market. Warm candlelight, whether fragranced or not, remains a symbol of romance and contemplation. Candles are predominantly simple in form but colourful and elaborately printed. Although wax sculptures, some intricately worked, have a wick, they function more as home accessories. Artistically designed candle cards, on the other hand, are perfect to mail as a gift for the recipient to burn straight away. Light Emitting Diodes or LEDs for short, now present the traditional candle with serious competition. In chain or mesh form, these small, energy efficient wonder lights are taking over Christmas trees, windows and walls. Wrapped in plastic to form 3D lighting objects and dynamic LED lighting, LEDs bring variety to stiff decorations.
Legislators have given the firework industry a similarly revolutionary boost by raising the upper limit for explosive content per firework from 200 to 500 grams. Magnificent battery fireworks with up to 36 bangs and a burn time of up to two minutes not only offer professional pyrotechnicians new design variety but also bring joy to the hearts of end consumers. Individual rockets are at a disadvantage against the multiple effects, magic fire and howling concertos from a battery.
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