The 31st China (Beijing) International Wallpaper, Wall Fabric, Curtain and Home Soft Decoration Exhibition, jointly organized by China Interior Decoration Association, China International Exhibition Center Group Corporation and GL events Group (France), and hosted by Sinoexpo GL events (Beijing) International Exhibition Co., Ltd., successfully concluded on April 2 at China International Exhibition Center (Shunyi New Venue) in Beijing.
This edition covered an exhibition area of 120,000 square meters with 1,500 exhibitors. Exhibits included wallpapers and wall fabrics, finished curtains and accessories, home textiles and fabrics, feature walls and murals, home decorations, leather and upholstery products, and carpet collections. During the 4-day exhibition period, it attracted professional visitors from across the country including distributors, agents, real estate purchasers, and designers, with cumulative visitor attendance exceeding 100,000 person-times.
The successful organization of the exhibition relied entirely on the support and assistance of participating enterprises. This edition saw outstanding presentations from renowned companies including Lenshow, Yaqinuo, Aish, Berkeley, Zendi, Milan, Coloroya, Aimanshi, Hennessy, VISA High-End Soft Decoration, Ashadick, Poetic Jiangnan, New Idea White Jade, Ruby, and Urban Living Room. Simultaneously, the exhibition provided substantial returns to exhibitors, showing significant improvements in both order transaction volumes and the quality of professional visitors.
Mr. Lin Yiqin, Chairman of Berkeley, shared: "Since the first Beijing Wallpaper, Wall Fabric, Curtain and Soft Decoration Exhibition in March 2008, we have consistently participated without absence. This exhibition is a high-value industry platform that holds extremely important significance for investment attraction in the wallpaper and wall fabric soft decoration brand sector."
Mr. Zhou Jihui, Marketing General Manager of Hongbaoshi Wall Fabric, stated: "The annual Beijing Wallpaper, Wall Fabric, Curtain and Soft Decoration Exhibition is the weather vane of the home soft decoration industry, and an important platform for understanding industry trends and gauging market movements."
Ms. Li Li, Deputy General Manager of Beijing Youming International Home (Italian Baodun), commented: "The Beijing Wallpaper, Wall Fabric, Curtain and Soft Decoration Exhibition is a very influential industry event in China and even Asia, providing us with a high-quality platform to meet and share experiences with new and old customers, exchange insights, and discuss business."
Hub for Trendy Soft Furnishings Leading 2021 New Trends
With the further upgrading of consumption levels, homes no longer merely provide living functions but must also demonstrate status and reflect taste. Consumers increasingly seek living spaces that combine aesthetics and design with technology and smart features. In the new consumption environment, post-80s and 90s generations have become the main home decoration consumer group, increasingly favoring simple and convenient home decoration services. Integrated soft furnishings have gradually become consumers' preferred choice for decoration.
This exhibition, under the theme "Leading the New Fashion in Integrated Soft Furnishings," brought together a massive collection of debut creative trendy products, serving as a weather vane for 2021 home soft furnishing design trends.
JCC Tianyang Wall Fabric possesses unique environmentally friendly dual patent technology, having developed a four-layer structured wall fabric that uses hot melt adhesive materials instead of solvent adhesives. This exhibition introduced a new series of whole-house customized murals for children's rooms.
Denuo Wallpaper has realized a crossover collaboration with Lamborghini, creating a same name wallpaper series, with product design details incorporating various elements including carbon fiber, wood grain, and geometric patterns, which complement the concept of integration with today's world.
Hongxiu Wall Fabric's star product at this exhibition is named "Palm Brings Wealth", featuring palm as the main design element using jacquard technique combined with Suzhou embroidery, symbolizing wealth and good fortune.
In addition to thousands of colorful and captivating wallpaper and wall fabric products, the exhibition also featured soft decoration products from various categories including curtains, artistic coatings, diatom mud, home textile accessories, production equipment, auxiliary materials, and professional software.
Fertile Ground for Fashion Trends & Frontier of Ideological Exchange
The Beijing Wallpaper, Wall Fabric, Curtain and Soft Decoration Exhibition, as an important trade link in China's home soft decoration industry, has consistently served not only as a preferred platform for enterprises to launch trendy new products, expand sales channels, and build brands, but also as an indispensable channel for the industry to understand market trends and gauge industry dynamics.
The organizers of this exhibition jointly hosted over 10 wonderful concurrent events with authoritative media and associations including Sina, Sohu, Huiya, NetEase, Engineering Bidding and Procurement Branch of China Building Materials Market Association, and Ecological Environment Building Materials Branch of China Building Materials Federation. Every event was packed to full capacity with no empty seats.
Strong Brand Plan
The Strong Brand Plan held concurrently during the exhibition invited numerous industry elites and professional experts to share predictions about future industry development and successful business philosophies of strong brand enterprises through three themes: "2021 Wall Fabric Industry Trend Exchange", "2021 Wallpaper Product Weather Vane", and "Where are the Opportunities for 2021 Store Breakthroughs".
2020 Wallpaper and Wall Fabric Soft Decoration Industry White Paper Release
At the exhibition, the organizers jointly released the "2020 China Wallpaper and Wall Fabric Industry White Paper" with Sina Home and authoritative consulting firm Zhimeng. They invited Xiao Mingchao, founder of Zhimeng, to conduct an in-depth interpretation of the white paper under the theme "Wall Trend" Remodeling, Vitality New Life", focusing on consumer orientation, 2020 industry overview, and more diverse perspectives. Together they examined the current status and trends of industry development and explored future breakthrough paths.
Industry Experts Sharing Session
At the Industry Experts Sharing Session, Wu Yunxia, a renowned soft furnishings mentor in China and founder of Serenity (Beijing) Art Design Consulting Co., Ltd., delivered a presentation titled "2021 Soft Furnishings Trends and the Brand 'Color' Era," offering insightful explanations and analyses on popular trends, branding, and other topics of widespread interest. Huang Dongyang, founder of Baisheng Education Consulting and a leading lecturer in building materials marketing, explored the relationship between sales growth and brand value through his presentation "Doubling Sales & Brand Choice." Wang Chunyu, founder of Shanghai PA Consulting Planning Training and a practical sales mentor for soft furnishings retail stores, analyzed key factors for improving order conversion rates in his presentation "Harnessing Dual-Domain Traffic to Achieve Order Conversion."
2021 Wallpaper and Wall Fabric "Renewal" Development Annual Conference & China Home Furnishings Brand Golden Pineapple Award Ceremony
The event venue gathered nearly 200 industry elites, with an additional 20,000 audience friends watching the live broadcast online. Everyone focused on the 2021 development direction and sought "renewal" growth!
During the on-site thematic forum session "Viewing Store Futures from the New Home Furnishings Changes", industry experts shared insights on: New industry changes/ New industry development/ New store futures.
China Soft Decoration Industry Top 100 Stores Plan Outstanding Distributors Sharing Forum
The event invited Mr. Lin Jingfeng, head of Zhuhai Aishi Specialty Store (China Soft Decoration Industry Top 100 Store), to present "How to Operate a Store Well and Be a Profit-Making Distributor". It also invited Ms. Mei Jingjing, head of Jiaozuo Yaqinuo Specialty Store (China Soft Decoration Industry Top 100 Store), to present "We Are Not Just Distributors, But Life Service Providers". They deeply analyzed the difficulties and pain points encountered by distributors in their operations.
Wonderful · Fabric & Paper | Real Estate Precision Renovation Procurement Quality Forum
In the forum, starting from the discussion direction of assembly decoration practices and implementation paths, it explained the new definition of high-quality renovation; from multiple dimensions such as enterprise strength, R&D capability, production assurance, quality assurance and after-sales service, it provided explanations; from perspectives including business need objectives, business need and product matching, and business procurement pain points, it shared insights; from multiple dimensions including developer cooperation models and processes, procurement processes, and key points of wall decoration material selection, it provided very detailed introductions to real estate enterprises' procurement, supplier management, and quality control key points.
Health Functional Wall Decoration Materials Summit Forum
This forum expanded the concept of healthy functionality beyond inorganic wall materials like diatomite and shell powder, extending it to broader building material fields including wallpaper, wall fabrics, and panels. It guided and supported enterprises in enhancing the health-oriented features of their products, strengthening their competitiveness, improving living environments, and aligning home decoration companies with the growing demand for healthier lifestyles and high-quality products. Following the forum, leaders of the Ecological Building Materials Division visited several member enterprises exhibiting at the event to discuss their participation details with company executives.
Endless Stream of On-site Visitors with Overwhelming Praise
The exhibition attracted professional visitors from across the country, including distributors, agents, designers, decoration companies, real estate developers, and media associations. The organizers specifically invited dozens of delegations from Beijing, Tianjin, Hebei, Shanxi, Northeast China, and other regions, comprising media groups, association representatives, and building material market delegations. Visitors unanimously expressed high satisfaction with the event.
A distributor from Urumqi mentioned, "This year's exhibition featured many new products that delivered a stunning visual impact. I gained a lot from attending this time."
A distributor from Hubei said, "I was invited by an exhibitor to attend the event. I basically come every year, and this time, I wanted to see what new products are available from the wallcovering brands I represent, as well as explore potential expansions into other product categories."
A designer from Xi'an, Shaanxi, shared, "The Beijing Wallcoverings, Curtains, and Soft Furnishings Expo is a renowned event in the industry. We participate every year to draw design inspiration and capture the latest trends. I noticed that this year, more exhibiting companies have expanded their product ranges, with many wallcovering brands adding curtain product lines and placing greater emphasis on the concept of integrated soft furnishings coordination."
Dual Initiatives and Multi-Dimensional Presentation
In addition to on-site exhibitions, the event collaborated with authoritative media platforms such as Sina, NetEase, and Sohu to launch live broadcasts including Sina Video Live, Sohu Photo Gallery Live, and NetEase Video Live. These initiatives broke spatial barriers, enabling B2B and B2C audiences in the wallcoverings industry who could not attend in person to stay updated on exhibition developments and industry trends in real time. This approach significantly expanded the influence of the home soft furnishings industry. Furthermore, during the exhibition, the organizers partnered with Didi to offer travel subsidies, not only broadening the event’s reach but also providing exclusive travel benefits for attendees.
As the organizer of this exhibition, Zhongzhan Zhi'ao (Beijing) International Exhibition Co., Ltd. would like to express our sincere gratitude to all participating enterprises, partners, and professional visitors. We are committed to prioritizing the needs of exhibitors and attendees, driving innovation and improvement in our services, and striving for the healthy development of the home soft furnishings industry.
The 32nd China (Shanghai) International Wallcoverings, Curtains & Home Soft Furnishings Exhibition will take place from August 12 to 14, 2021, at the Shanghai New International Expo Centre. Let’s continue the excellence together!