On March 7, the 2019 Shenzhen International Home Textile Fabric and Home Decoration Exhibition&Shenzhen Creative Design Week, sponsored by the Textile and Garment Industry Chamber of the All-China Federation of Industry and Commerce and the Guangdong Household Textile Industry Association, and organized by Shenzhen Boao Exhibition Co., Ltd. and Tassus Group, was opened at the Shenzhen Convention and Exhibition Center. As the first exhibition of soft clothing in China, this exhibition not only attracted nearly 1300 exhibitors, but also brought us the latest trends in the industry in 2019.
PART1 trend
It is reported that the total exhibition area of this exhibition is 130000 ㎡ (9 exhibition halls+second floor platform+outdoor container exhibition area), and 1292 advanced home textile and home furnishing enterprises from the world have made a centralized appearance with their own "housekeeping skills". The five major home furnishing trend release areas planned by the organizer have revealed the latest trends of the latest season.
Among them, the North Plaza container installation area of Jishi · North Plaza, jointly built by nine enterprises and designers, is the first "night show" in the history of Shenzhen Home Textile Exhibition; The "trend of wall decoration materials" in the north hall on the second floor presents the trend of wall decoration materials in an immersive space; Hall 8 "Corner · Color - 2019 China's new concept exhibition area of sunshade and window decoration", gathers 21 window decoration and shading enterprises to present the latest sunshade and window decoration products to the industry in innovative display ways; The "No.9 Young" fabric street, with 50 home textile enterprises, shows the new strength of Chinese fabric; The 2019 China Furniture Fabric Fashion Publishing Area in Hall 3 has gathered nearly 30 well-known sofa fabric enterprises across the country. Through the display of the five popular trend release areas, we can easily see that the trend of the home textile industry in 2019 will mainly focus on the following three key words:
Color jump
In 2019, the "sexual apathy" characterized by light black, white and gray began to ebb, and beautiful and lively colors returned to all major exhibitions. At the current Shenzhen Home Textile Home Furnishing Exhibition, warm and lively colors became popular, and bold color matching with retro flavor became the source of inspiration for brand innovation. Against this background, the eye-catching yellow, pink, green and dark blue have become the new popular colors of the year.
Known for its warmth and elegance, most of the new products in this exhibition are provocative in color. Green, fresh and bright; Warm yellow gray, with romantic sweetness like cotton candy; The beige color with different shades is dotted with the gray pink color, which looks romantic and smart. LUILOR, which focuses on modern and simple style, used to produce mostly classic black, white and gray, but this exhibition has added bright orange, dark burgundy and other beautiful colors.
Humanity is light and extravagant
In the present of extremely rich material, choice is a difficult problem! People are more and more inclined to find meaning in the chaotic world. In this context, humanistic luxury has become a new theme in the design field.
Adhering to the Chinese aesthetic and poetic charm, J&C's home textile Gaoding brand "Silk Road Qiantang" has not only advanced materials, but also poetic design strokes and flowing artistic style. Full of international design techniques, combined with the use of various Chinese elements, it makes people feel like they are in the misty rain in the south of the Yangtze River, and there is no lack of modern style at the same time; Yuanzhicheng Home Textile, with a magnificent Chinese-style background wall, has demonstrated its own new Chinese-style characteristics, and also demonstrated the magnanimity and cultural confidence of a big country; In the beautiful east, we pursue the Jiangnan artistic conception of small bridges and flowing houses. The winding paths lead to secluded places, and the finishing touches are pine, green stone, auspicious clouds and Bogu.
With the integration of Chinese design and international standards, and the improvement of Chinese people's humanistic quality, the so-called humanistic luxury is increasingly not limited by regions. Versace 19.69, a new product launched at this Shenzhen exhibition, is inspired by the classic European Damascus, European Castle, French Royal Family and the profound history and culture of the European Renaissance; Arezzo, inspired by Arezzo, the city of fine craftsmanship in Italy (famous for its jewelry and murals), has a unique humanistic temperament and light luxury background.
Return to nature
The fast-paced urban life makes people feel physically and mentally tired, making returning to nature an eternal theme of soft clothing. At this exhibition, you can see everywhere the building of exhibition halls that restore the natural environment, or the colors that take nature as the source of inspiration. The more high-end brands are, the more attention they pay to using natural materials represented by cotton, hemp and silk to convey the idea of returning to nature. At the same time, the link between naturalism and refined life is closer, and the richer mechanism and more complex technology make the natural style of this season have more light and luxurious tone in addition to natural materials and natural colors.
PART2 New trends in the industry
The three-day Shenzhen International Home Textile and Home Furnishing Exhibition also revealed the new trend of the industry in the new year.
Finished curtain and finished product export become new hot spots in the industry
The finished curtain brands represented by this exhibition include cloth printing excellent products, Hailingmeng, 1980, Jiameijia vertical sense master cloth art, Oubolai A D plastic curtain, Oufengming, Aiojiu, Lan living room, urban living room, Zhiju, Moka-cloth artist, Yulong Pavilion, Jinhui Huanmei Space, Yuanzhicheng, and Hexin make "finished curtain" become the new focus of the exhibition. The machinery manufacturing enterprises that promote the rapid development of the finished curtain, represented by Yuyi and the middle seam, also appeared with the latest products. Industry insiders predict that finished curtain and finished product output will rise rapidly in 2019 and achieve explosive growth through cross-border channels. At the same time, the White Paper on the Development of Finished Curtain Industry in 2019, jointly produced by the organizing committee of Shenzhen Home Textile Home Furnishing Exhibition and Nandu Home Furnishing Research Institute, was officially released during the exhibition and received high attention from all over the country.
Foreign advanced brands are scrambling to enter the Chinese market
With the upgrading of consumption and market differentiation, while the rise of finished curtain, soft clothing Gaoding has rapidly grown into the mainstream of high-end market. Foreign high-end home textile and home furnishing brands that are keenly aware of the market opportunities have accelerated the pace of entering the Chinese market.
At this exhibition, SohoCUT, a well-known high-end home textile brand, made a luxurious appearance with the Italian Versace brand, as well as the four giants Golding in the United States, MasterFabrics in Canada, Silkcraft in the United States and Conanti in the Netherlands. Among them, Alessandro Versace is the most well-known in the market. As a world-famous home textile brand, its product design style is bright and colorful, representing the quality, elegance and fashion of high-end home textile empire. In addition, Conanti, who first entered the Chinese market, also attracted wide attention at the exhibition. At this exhibition, Conanti brought its famous environmental protection leather. The so-called environment-friendly leather, which is colored with olive leaf essence without adding chemicals, is the world's most high-end water-based PU. Its hydrolysis resistance is guaranteed for 7 years. Its product performance and indicators have not only passed European and American tests, but also passed the most stringent RoHS and REACH environmental protection standards in Europe.
In addition to Home of the United States, another high-end home textile home furnishing brand Novartis China has made great efforts to build the "Italian Advanced Soft Clothes Club" in this exhibition, with members of advanced Italian factories and Italian original design brands. The top brands in the club are Luilor, Novabuk and Novatex. Among them, Luilor and Novabuk are advanced fabric factories and fashion leather factories in Italy. In 2019, Novatex, a new member of Novartis China's "Italian Advanced Soft Decoration Club", officially launched Italian original high-end furniture customization service for high-end designers at this exhibition. According to Wang Xueke of Novartis China, Novatex's high-definition products include nine series, with 1500+basic models and 3000+advanced fabrics to choose from.
Wall decoration materials are hot
At this exhibition, the wall decoration corps represented by wallpaper, wallpaper and art wall paint has become increasingly large, and high-end wall decoration brands at home and abroad have flocked to attack. Italian art paint brand EPiC also invited Italian masters to show the charm of art wall paint on the spot. In addition, the wall coverings and background walls have also become the eye-catching scenery of the exhibition. Yuanzhicheng, Jinhua Textile, Ingmar and other brands have launched various styles of art wall materials. Among them, the tropical rainforest background wall presented by Midens and the art wallpaper studio developed by Orange House based on the art IP have become the most popular punch card photo resort of the exhibition.
The exhibition introduces art IP theme for the first time
At the moment when the wave of artistry is sweeping the world, this exhibition has adapted to the current situation and introduced the art IP theme for the first time. "Orange House Painting", which has won the title of sales of decorative painting categories on mainstream e-commerce platforms for many years, as a leading brand in the domestic high-end decorative painting market, made its debut in Hall 4 of the exhibition, and joined hands with 120 first-line artists and more than 30 advanced art institutions at home and abroad to present a new kind of home decoration, "whole-house painting and decoration customization".
In the afternoon of March 8, the organizer of the exhibition also held a special forum with the theme of "How to use art IP to enable industrial upgrading". Xiao Jiancheng, the general manager of Shenzhen Boao Exhibition Co., Ltd., joined hands with a number of industry leaders to deeply discuss the application and transformation of art IP in the soft clothing industry, as well as the multiple paths for soft clothing enterprises to use art IP to enhance product strength and build brand strength.