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Paperworld China gives exhibitors more online business opportunities

09 agosto 2021

Paperworld China is synonymous with vast business opportunities
and new industry trends. More than 300 companies including some
renowned industry brands have already signed up for the upcoming
2021 edition, with an eye to scale up their presence in the Chinese
market. Meanwhile, the show’s newly introduced online channels
will allow exhibitors to reach a much larger audience, and the
prestigious BSOC Awards will enjoy wider industry engagement,
with the winning products set to benefit from more extensive
marketing exposure.

Entering its 17th edition, the 2021 show is set to take place from 15 – 17
October at the National Exhibition and Convention Center (Shanghai).
Some of China’s top stationery brands including Comix, Deli, Guangbo,
M&G and Sunwood will showcase their latest designs and exquisite
innovations during the three-day show.

A number of well-known art supplies brands including Bingxin, Chinjoo,
Magi-Wap, Maries, Mont Marte and WingArt will also set up welcoming
showcases to accommodate the growing demand for art training and
education in China. What’s more, the massive Chinese e-commerce
platform, Jingdong.com will exhibit at the show for the first time,
reflecting the growing prominence of e-commerce platforms as an
essential sales channel for stationery, school and office supplies.

Paperworld China takes a big step towards online channels

Paperworld China continues to pioneer new initiatives in line with the
latest industry trends. To help exhibitors seize the myriad of
opportunities that digital tools have to offer, the 2021 edition sees the
introduction of a live broadcast area for online streaming. "Wanghui
Stationery", a popular channel on the video platform and online store
Tiktok, will promote exhibitor products to its huge audience of 860,000
followers. The stream will also be the exclusive live broadcast channel of
the BSOC Awards.

To promote exhibiting products to a wider audience, a Tiktok channel
dedicated to Paperworld China will deliver live coverage of the fair,
allowing exhibitors to extend their sales reach to prospects who are not
in attendance at the fairground.

As with each edition, the show continues to make huge efforts to create
promotional opportunities. Just one example this year is the “Calligraphy
for All" event, which will be held in collaboration with the famous Chinese
online calligraphy channel “Let’s practice calligraphy". As more advanced
technology takes over people’s lives, handwriting and calligraphy seem
to diminish in everyday life. The event aims to encourage people to
rediscover the benefits of putting pen to paper, appreciate the art of
handwriting and calligraphy, and to promote the heritage of Chinese
culture.

Opportunities for enthusiasts to engage with calligraphy have already
begun prior to the opening of Paperworld China. On 17 July, the first of
several online activities attracted an impressive 18 million views, setting
a new record for an online stationery event in China. A new themed
activity will take place each month in the lead up to the fair.

More than 200 influential Chinese KOLs (mostly related to calligraphy
and stationery) from Weibo, one of the biggest social media platforms in
China, are invited to participate in the fair’s fun-filled online calligraphy
events. This online exposure will be combined with coverage on other
prominent online platforms such as Xiaohongshu, Tiktok, Kuaishou and
Bilibili, to attract more participants who are interested in stationery and
writing tools.

The BSOC Awards extend their engagement and influence

Highly recognised by the industry in China, the Best Stationery of China
Awards (BSOC Awards) will be upgraded with the addition of a new
award category known as the “Store Manager’s Choice Award”. In
recognition that store managers are frontline members of the industry
who directly interact with customers and have a good understanding of
product features, the new award category has confirmed more than 300
store managers of local stationery stores, grocery stores, bookstores and
retail chain stores to join the judging panel to choose the best stationery
of the year.

To extend the influence of the Awards, the organising committee has
launched an “authorisation programme”, to approve the use of “BSOC
display areas” in both online and physical retail stores. As of June, more
than 200 stores had already applied to join the programme. With a total
of 500 online and offline stores planned, the programme is set to draw
significant customer attention and make a bigger impact on the influence
of the winning brands. This in turn will encourage other industry players
to dedicate more effort to creativity and innovation.

New show date in 2022 for greater opportunity and convenience

In the stationery and school supplies industry, May is the peak
sourcing period for many professional purchasers and retailers as it’s the
ideal time to source and launch products before the school summer
holiday begins. To accommodate this, the 2022 show is scheduled to
take place from 12 – 14 May. Ms Judy Cheung, Deputy General
Manager of Messe Frankfurt (HK) Ltd, explains: “To capitalise on the
prime sourcing season, we have come to the decision to move
Paperworld China to May next year following an extensive consultation
with all stakeholders. The change in timing will undoubtedly further
solidify Paperworld China as a leading trade fair for stationery, office
supplies, hobby, art and craft supplies in Asia. In fact, the change has
already been well received by some exhibitors looking to take full
advantage of the earlier summer sourcing season.”

Organised by the China Stationery and Sporting Goods Association
(CSSGA) and Messe Frankfurt (Shanghai) Co Ltd, Paperworld China is
the only trade fair in the domestic stationery industry that receives official
support from the CSSGA, an influential national industry association in
China. For more information about the show, please visit
www.paperworldchina.com or email: 
stationery@hongkong.messefrankfurt.com

Other Paperworld brand shows include:

  • Paperworld Middle East / Playworld Middle East
    14 – 16 December 2021, Dubai
  • Hong Kong International Stationery Fair
    10 – 13 January 2022, Hong Kong
  • Paperworld
    29 January – 1 February 2022, Frankfurt am Main
  • Paperworld India / Corporate Gifts Show
    3 – 5 March 2022, Mumbai


For more details about these fairs, please visit www.global.paperworld.messefrankfurt.com

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