China in-store 2024: How to boost retail with store design?

In 2023, retail sales at brick-and-mortar stores increased by 5.0% compared to 2022. The National Bureau of Statistics attributed this growth to factors like the digital transformation of stores and the enhancement of consumer experiences. These trends are evident at the Shanghai International Trade Fair for In-store Design and Solutions.

Sony is showcasing its lineup of displays that are optimized for commercial environments, spatial reality display, livestreaming solutions and the "Sony Integrated Intelligent Workplace Solution" (SIIWS).

Kevin Chen, Senior Director of ESC-Home & Personal Entertainment Division of Sony (China) Limited said he believes for the retail industry, digitalization, intelligent control and management are among the most important trends. Screens are almost everywhere today, and this trend will continue in the future. He thinks that commercial displays and the SIIWS information transmission system will be essential for the retail industry's future. For example, if a person has many chain stores, he doesn't need to visit each store to control what content is displayed. He can use a remote, central control system to create differentiated displays for each store.

Joyfield Technology presents what they call "digital construction materials" that can function as screens.

Chen Gang, Chairman the company said traditional screens have frames, which often clash with their surroundings. Their idea is to create digital images without disrupting the aesthetics of the original structure. They hope to connect with the global market through this fair. From what they've observed, only a few companies overseas offer similar products, and they often focus on a single material, like wood. Their company is the only company that has managed to turn multiple types of architectural materials into digital ones.

This year, more foreign visitors are seen at the exhibition. A visitor said she works for a wholesale design company in Australia. Most of their clients are looking for sustainability and modular practical form and function and smaller footprint.

Ulrich Spaan, Senior Vice President of EHI Retail Institute said it's exciting to come back to China. He said, "I'm very interested in seeing what are the latest trends in the retail industry. I would say digitally, China is more advanced, for example, if you look at the checkout processes in the stores,
everything is done with the mobile phone. This is something which in Europe only recently has started."

The exhibition has been held annually since 2015, with around 140 participating companies this year. Evian Gu, General Manager of Messe Düsseldorf (Shanghai) told ShanghaiEye reporter that many exhibitors showcased advanced digital technologies, such as payment security systems and warehouse robots used in the retail sector. The integration of digitalization not only improves store operational efficiency but also aligns with consumer preferences, enhancing their overall experience. Another highlight is sustainable development and environmental protection, from reusable electronic tags to biodegradable store display props. Consumers are increasingly inclined to choose brands and products that embrace environmental friendliness.