Empowering Integration: Three Key Drivers for Sustainable Growth

Amid the accelerating development of the dual circulation paradigm, both domestic and international markets are becoming increasingly interconnected. At the same time, consumer demand is evolving toward integrated whole-home solutions, making the convergence of the broader home furnishing industry an inevitable trend. In this context, the exhibition will introduce three core empowerment frameworks—focused on domestic trade, design, and international trade—to support enterprises in unlocking new growth opportunities within a mature market.

Yang Huawei General Manager, CIFF Shanghai

Zhu Jiagui Executive President, Red Star Macalline Home Furnishing Group Corporation Ltd.

At the event, Yang Huawei noted that since its inception in 1998, CIFF has undergone multiple strategic evolutions, forming a dual-city structure between Guangzhou and Shanghai in 2015. CIFF Shanghai and CIFF Guangzhou have consistently supported each other and developed in synergy, creating alignment across different timelines, regions, and segments of the industry chain—demonstrating strong platform resilience and coordinated advantages. From September 5 to 8, the 58th CIFF Shanghai will be held concurrently with the CBD Fair (Shanghai) at the National Exhibition and Convention Center (Shanghai Hongqiao). CIFF Shanghai will continue to fulfill its role by integrating resources across all stakeholders. Through an integrated "home furnishing + building & decoration" model and a dual circulation approach, it aims to drive deeper convergence across "furniture + building materials," "domestic trade + international trade," and "AI + industry," ultimately building a fully integrated, dual-market empowerment platform covering the entire value chain of the broader home furnishing and building & decoration industry.

Zhu Jiagui noted that the home furnishing industry is currently at a critical stage of high-quality development. As the dual circulation paradigm accelerates, consumer demand is shifting from single-product purchases toward integrated whole-home solutions, making the convergence of the broader home furnishing sector an inevitable trend. He emphasized that CIFF Shanghai and Red Star Macalline are highly aligned in their strategic vision of "integrated ecosystem and scenario-based consumption." Their collaboration is reflected in multiple areas, including the integration of exhibitions and retail to develop new retail models, the establishment of designer sourcing centers, the development of a design-driven ecosystem, and the integration of domestic and international trade channels. These initiatives are closely aligned with the goal of building a comprehensive home furnishing ecosystem and advancing scenario-based consumption, laying a solid foundation for both parties to jointly empower the industry and support consumption upgrading.

Liu Zhengrong President of HTL China

Wang Hengxue General Manager, Chuhu Life Home Furnishing

Liu Zhengrong shared the company's exhibition experience and achievements. He noted that since adopting the "Pazhou in the South, Hongqiao in the North" exhibition strategy in 2020, HTL Group has achieved significant results through the CIFF platform. First, brand influence in the Chinese market has grown rapidly, with its multi-brand portfolio reaching a broad consumer base. The number of retail stores has expanded from 60 to approximately 1,000. Secondly, market share has steadily increased, with China's revenue contribution rising from 1% to 10% of the group's total. Thirdly, by leveraging CIFF to connect with global buyers, the company has successfully expanded into previously untapped markets, including the Middle East and Africa, achieving broader global market coverage. Fourthly, through collaboration with other leading brands in the industry, the company has contributed to enhancing the level of original Chinese design and its global visibility. He concluded that amid industry fluctuations, strategic choice is more critical than effort alone. Leveraging professional exhibition platforms and aligning with market trends remains a key pathway for brands to expand market presence and enhance influence.

From a new retail perspective, Wang Hengxue shared insights on domestic channel expansion and market empowerment. He noted that the consumer market is undergoing profound transformation, with increasingly rational consumers and fragmented information flows reshaping relationships between brands, distributors, and channels. This reflects the core of the new retail model—not a simple division between online and offline, but a deep integration of product, pricing, channels, and marketing approaches. Chuhu Life continues to optimize its new retail model by integrating offline channels, online marketing platforms, and supportive policy frameworks, forming a comprehensive approach that directly reaches end consumers. He emphasized that the true value of design lies in its connection to everyday life. Looking ahead, the company will continue to drive brand development through youth-oriented design, positioning furniture as an expression of modern lifestyles.

Zou Yong Founder, MJ.we+ Spatial Design

Tan Yaxing Founder & CEO, MSC Consulting

Zou Yong introduced the curatorial concept of the themed exhibition "Secret Realm." Jointly initiated by CIFF Shanghai and the Golden Hall Awards organizing committee, the exhibition uses the Golden Creation Awards as a link to connect product designers with interior designers. Centered on the concept of a "secret realm," the exhibition employs the imagery of a "volcano" to symbolize the accumulated energy of Chinese original design enterprises on the verge of breakthrough. The exhibition is structured into four major sections and features a dedicated forum area for designers. Supported by a network of leading media platforms for extensive online promotion, it offers participating brands a comprehensive set of benefits, including access to designer resources, award recognition, and speaking opportunities—empowering brands to stand out within the "secret realm."

Focusing on the theme "From Export to Global Expansion," Tan Yaxing shared insights on enterprise growth. He noted that many companies are driven to go global by pressure on domestic profit margins and the appeal of overseas markets, yet they also face the risk of costly trial and error. Whether the goal is higher margins, larger revenue scale, or faster cash flow recovery, companies must make clear strategic trade-offs. He emphasized that globalization is not about luck, but about systematic user insight and disciplined execution. As AI lowers the cost of experimentation, companies should refocus on user value, identify real demand, and achieve a strategic shift from "exporting" to "going global."

Integrated Development: Building a Full-Chain Empowerment Platform

Under the theme "Design · Digital Intelligence · Sustainability," the 58th CIFF Shanghai aims to deliver higher-value connections and empowerment for the industry, with three key highlights:

1. Design Leadership Driven by design, the exhibition will bring together global design resources through design hubs, forums, and the Golden Creation Awards, promoting the integration of original design with industry and building a commercially viable design ecosystem.

2. Digital Intelligence Empowerment The exhibition will further enhance digital services by developing a multilingual website and social media matrix, and leveraging AI to connect design, materials, products, and spatial solutions. Held concurrently, WMF (International Woodworking Machinery Fair) will showcase end-to-end solutions from digital design to flexible manufacturing.

3. Sustainability and Globalization Through the introduction of international brands and the global expansion of Chinese brands, alongside worldwide roadshows and expanded international buyer outreach, the exhibition will support Chinese brands in entering global markets, with overseas visitors expected to exceed 15,000.

Since 2015, CIFF Shanghai and CBD Fair (Shanghai) have been established in Hongqiao, Shanghai, focusing on home furnishing and building & decoration respectively, and serving as key pillars of the Yangtze River Delta industry. Amid accelerating industry integration and structural market adjustments, the two exhibitions will be jointly planned and held concurrently in 2026. With a total exhibition area of 250,000 square meters across eight halls, the integrated model will enable a seamless "home furnishing + building & decoration" ecosystem, connecting materials to finished products and design to application.

Adapting to Change: Hongqiao Redefining Industry Value

As the industry shifts from scale expansion to quality-driven competition, resource consolidation and structural optimization are becoming inevitable. At the event, the theme of the 2026 Golden Creation Awards was announced, alongside its global launch ceremony, marking a strategic reorientation toward a more stable and future-oriented development environment.

Huang Yanhong Secretary-General, Golden Hall Awards

Andrea Ponti Director and Chief Designer, Ponti Design Studio

Huang Yanhong, Secretary-General of the Golden Hall Awards, introduced the 2026 plan. Founded in 2010, the awards serve as a public platform dedicated to interior design. In recent years, designers have increasingly focused on product design, seeking to create original designs that align with real-life spatial needs. The 2026 Golden Creation Awards, themed "Prime Momentum," aims to celebrate the vitality and rising strength of Chinese design. The awards ceremony will be held during CIFF Shanghai, and submissions are now open via the official mini-program and online platforms.

Andrea Ponti, Director and Chief Designer of Ponti Design Studio, noted that CIFF Shanghai continues to raise the bar for creativity, innovation, and sustainability in the global home furnishing industry. As a platform for designers worldwide, he looks forward to seeing more outstanding works and contributing to the industry's continued growth.

Amid transformation, those who act proactively will advance, and those who integrate resources will lead.

From September 5 to 8, 2026, at Hongqiao, Shanghai, the 58th CIFF Shanghai will, supported by its three key empowerment initiatives, present a fully integrated "one-stop platform" for the home furnishing and building & decoration industry. With a renewed Hongqiao platform, it will bring together global industry players for a landmark event of value creation.

The platform is ready. The future is underway.