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Christmasworld 2010 attracts over 30,000 visitors |
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Written by Amanda Ryder
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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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