Retail industry experts closely monitor the Chinese market. Chinese consumers are highly experimental and enjoy trying out new technologies. In China, you don't have to look far for tech innovations. When it comes to showrooming and designing interactive shopping experiences, the Chinese retail industry offers an exciting terrain.
All the better, then, that the EuroShop team at Messe Düsseldorf is now being strengthened by Kathrin Brüggemeier, who has accumulated years of experience in China. What inspired her there and why she is very much looking forward to visiting China in-store 2023 in Shanghai is best told by her.
Kathrin, you are new to the EuroShop team. Tell us a bit about your role at EuroShop and your previous experiences.
Kathrin Brüggemeier: As Senior Project Manager, I have the exciting task of working with exhibitors from the areas of Shop Fitting, Store Design, Visual Merchandising, Materials + Surfaces and Food Service Equipment, among others, to plan and implement their trade show presence at EuroShop in Düsseldorf.
I also work with the China in-store team. I'm particularly delighted to be able to assist with the Shanghai trade fair because I have lived in China for 12 years and have gained many experiences there – professionally, especially in the automotive sector.
I have encountered extremely interesting retail projects in the automotive industry in both China and Germany. I have witnessed how car dealerships have transformed from traditional sales spaces into retail concepts of the future: Cars and car buying have become a digital and interactive experience for customers. In addition, automotive brands are creating remarkable user experiences through innovative club and subscription concepts, sometimes even for the entire family. Chinese automotive brands, in particular, have been very innovative and have launched various exciting concepts. For example, NIO has been a pioneer with various events that provide all family members with a place to be entertained, to share ideas, and to network. Other brands and retailers can learn a lot from this!
You will be attending China in-store in Shanghai in November 2023, one of the events in the global EuroShop trade fair family. What can attendees expect from the trade show, and what are you most excited about?
Kathrin Brüggemeier: It will be three exciting days during which people can experience the latest in-store solutions, current retail trends, and innovative technologies. There are many highlights to look forward to:
In the Designers' Village, architectural firms and design studios will showcase the latest trends and use cases in interior design and forward-thinking retail design concepts.
As part of China in-store, the prestigious ERDA China prize (EuroShop RetailDesign Award) will also be presented, recognizing outstanding shop design concepts from China. Both China in-store and EuroShop are always closely connected to developments in store design, the latest materials, lighting innovations, and visual merchandising ideas.
The Design Forum and Retail Stage serve as sources of inspiration and platforms for knowledge exchange on these and many other topics.
I personally am particularly looking forward to the overall atmosphere created by such an event and the conversations with exhibitors and visitors. It's always a great opportunity to explore developments in China, not only in the retail and consumer industries but also beyond. Moreover, this will be my first visit to China since the COVID-19 pandemic, and I'm sure much has changed since then. I am confident that I will be able to discover new technologies and stores everywhere.
We have already discussed innovative retail and showrooming concepts in China and in the automotive industry. How can visitors to China in-store experience this in the future?
Kathrin Brüggemeier: Indeed, there is a lot happening in this regard, and we strive to always stay at the forefront of trends:
Starting in 2024, we will focus specifically on the "Future of Automotive Retail" at China in-store. This will include an "Automotive Retail Area" within the trade fair halls, as well as a dedicated "Automotive Session" on the Retail Stage and the opportunity to visit special store concepts in the automotive industry in Shanghai. Ideally, we will also find creative solutions for new car showroom concepts in China within the Designers' Village.
We are delighted to have received confirmation of official participation from the German Federal Ministry for Economic Affairs and Climate Action for China in-store 2024. This means there will be an official German pavilion at the trade fair where German companies with solutions in areas such as store construction, store design, visual merchandising, lighting, retail technology, and retail marketing can showcase their expertise under the "made in Germany" quality seal.