Zone of Elite received positive feedback at Paperworld China
Oct 26, 2013

The new Zone of Elite featuring quality suppliers was a main highlight at the ninth edition of Paperworld China which was held from 25 – 27 September 2013 at the Shanghai New International Expo Centre.

China’s most international trade fair for the stationery and office supplies industry received 19,875 visitors from 74 countries and regions. Of these, 15 percent were international visitors, and the top ten visiting countries and regions were Korea, Japan, Hong Kong, Malaysia, Taiwan, India, US, Russia, Indonesia and Singapore.
The visitors came to see 421 exhibitors from 11 countries and regions, including international brands such as Dokumental (Germany), Eagle (China), M&G (China), Pilot (Japan), Premec (Switzerland), Stick ‘N (Taiwan) and US Ring (US).

Commenting on behalf of the show organiser, Ms Fiona Chiew, Deputy General Manager for Messe Frankfurt (Shanghai) Co Ltd said: “Paperworld China is attracting industry people from different parts of the world and this year the main show attraction was our new Zone of Elite, dedicated to high quality products. It received a positive response from both exhibitors and visitors.”

Two exhibitors in the Zone of Elite reported business success. Ujipin Network Technology Co Ltd, a Chinese agent for many quality international brands, was exhibiting at Paperworld China for the first time. Ms Catherine Lu, the company’s Chief Executive Officer said: “Our products are attractive and our booth was always filled with visitors who were very professional and most of them had purchasing power.” Beijing Honourablr International Trade Co Ltd showcased leather goods from Italian brand Toskany. Company representative Ms Liu Na added: “We aim to build up brand awareness for Toskany and collect market information at Paperworld China. Many visitors came to our booth and around 40 percent of them were our target customers.” The company plans to return to next year’s show to present more product diversity to visitors.

Kunshan Hopax Paper Products Co Ltd is a Taiwanese company with a factory in China and has exhibited at Paperworld China since it began in 2005. Company representative, Mr Wallace Chung remarked: “Among the visitors who came to our booth, around 30 percent were our potential customers. Paperworld China plays a significant role in Asia. In order to expand our business in Asia, this show is an important platform for us.”

At last year’s Paperworld China, Pilot pens were showcased by an agent but this year the Japanese company exhibited its own brand at the show for the first time, launching its multi-functional pen in Chinese market. Mr Li Ming, Regional Manager for Pilot Trade (Shenzhen) Co Ltd said: “Pilot is a leading brand among similar products in China. Exhibiting at this professional trade fair for stationery helps us to promote our products and enhance Pilot’s reputation.”

Regular German exhibitor Dokumental GmbH & Co KG Schreibfarben, also uses Paperworld China as its main platform to meet Chinese customers. Dokumental is a world leader in the development and production of ink. Dr Bernd Polzin, the company’s Head of Technical Service & Product Safety commented: “This is an important show for us. We can meet our Chinese customers and business partners. This year we found that there were an increased number of visitors. Compared to other shows in China, Paperworld China attracts more overseas visitors. It is more international and professional.”

Shanghai Friend International Trade Co Ltd, the Chinese company who was looking for domestic customers, is also a supportive exhibitor at Paperworld China. Mr Gato Zhang, the company’s representative said: “At Paperworld China we witnessed the growth of the Chinese market. Last year, around 30 percent of visitors were our target customers. This year, half of the visitors were our target. In addition, the display area and fringe programme reflected the trend that domestic buyers now have higher standards for product quality and design.”

Liberty Stationery Corp is a Taiwanese stationery manufacturer, as well as the Taiwan agent for famous brands such as Zebra (Japan) and Schneider (Germany). Mr James C. Hou, Liberty’s General Manager commented: “Paperworld China gives us brand building and promotional opportunities. I found that the visitor flow is better than last year and the buyer quality has improved. Liberty products are very popular in China, especially the stamp pack with no halogen which is widely used on machines in factories.” Mr Hou is also the President of the Taiwan Association of Stationery Industries, one of Taiwan Pavilion organisers and he added: “I think Taiwanese companies have a privilege at the show because many Chinese buyers believe that we offer outstanding products. Forming a Taiwan Pavilion makes it easier for visitors to source.”

In addition to the Taiwan Pavilion, Paperworld China also had a pavilion from Korea, and local pavilions from Fujian, Ningbo, Shandong, Tonglu and Wenzhou.

Linyi Commodity City Chamber of Commerce was one of the supporters for the Shandong pavilion with its cultural and educational exhibits. Chairman, Mr Song Liansheng commented: “It is important for us to enter the international market through a professional and international trade fair such as Paperworld China. The pavilion attracted many good quality visitors and many were very interested in our products.”

Extraordinary Stationery and its DIY Interactive Classroom added an element of fun to the fair. Shanghai Cosmo Business Corporation was introducing the Japanese origami brand, Kidstoyo, in the DIY Interactive Classroom. The company’s General Manager, Ms Shi Jingwen said: “We have participated in Paperworld China many times and the major purpose is to promote our origami products since it is not yet popular in China. This show is an all-round marketing platform for us as it attracts media, agents and buyers.”

Visitors from around the world were satisfied with the show. From Japan, Mr Hiro Inoue of NCA International Ltd was visiting for the first time on the recommendation of his customers. He was looking for children’s and office stationery and commented: “I am happy that I found a few interesting products here. This show helps me to find good Chinese suppliers.”

Mr Jan Van Belleghem, Managing Director for Interaction Q-Connect, Belgium, was looking for non-branded office products for the European market. He thinks the show offers a wide range of products from international suppliers, especially Asian manufacturers. Mr Van Belleghem participated in the business matching programme and explained: “I met a few suppliers through the business matching programme. Some of them offer nice products and this service helps me to source.”

Local visitor Mr Guo Leihong, General Manager for Yunnan Yingwang Enterprise Management Co Ltd, visits the show every year. He said: “This year the show is very international and professional and many exhibitors are displaying stationery items that may affect the industry trend.” Visiting Paperworld China is essential to Mr Guo. He explained: “I believe face-to-face meetings can build up trust in business partnerships. Moreover, this is a perfect networking platform for industry people from different parts of the world and it offers marketing information as well as product trends.”

Another local visitor, Mr Ye Haiwei, Director for Wuxi Jinqiao Yahai Feifan Commercial Co Ltd, has visited the show many times and is always able to identify interesting items for his local retail clients. He said: “It is amazing to see so many innovative stationery items at this year’s Paperworld China. It is worth visiting the show because this is where I can obtain market news and trends.”

Fringe programmes delivered practical information

The fringe programme highlight was the Retail Forum and its topic Trend of Stationery Retail. Industry experts such as Mr Yoshimi Hashimoto, former General Manager of Stationery, Toys and Lifestyle Goods Section for Ito Yokado Co Ltd, shared their knowledge. “It took 40 years for the Japanese market to develop but in China the market is developing rapidly. I told the retailers what to be aware of and I think the forum attracted the right audience.”

Another forum speaker was Ms Linda Yan, Vice General Manager for Shanghai Metro City Cultural and Entertainment Co Ltd which manages high-end shopping malls. Ms Yan commented: “Paperworld China is a professional trade fair. I believe we can explore business opportunities together. The forum itself was a platform to connect us with famous brands which can consider to open shops in our malls.”

The forum was an ideal opportunity for the audience to collect market information. Mr Zhang Yu, General Manager for Zhejiang Zhelian Stationery Sales and Management Co Ltd, attended the Retail Forum and commented: “I think the topics discussed were relevant to the industry, very practical and the speakers were authoritative.”

In addition to the Retail Forum, seminars about a new EU (European Union) timber regulation and the Russian stationery and office supplies market were conducted.

Paperworld China was organised by Messe Frankfurt (Shanghai)
Co Ltd, the China Chamber of Commerce for I/E of Light Industrial Products & Arts-crafts and the Guangzhou Foreign Trade South China Exhibition Corp Ltd. The next edition will be held from
18 – 20 September 2014 at Shanghai New International Expo Centre.

For more information about the show, please visit, or send an email to

Other shows under the Paperworld brand include:

Hong Kong International Stationery Fair
6 – 9 January 2014, Hong Kong
25 – 28 January 2014, Frankfurt
Skrepka powered by Paperworld
25 – 27 February 2014, Moscow
Paperworld Middle East (co-located with Playworld Middle East)
4 – 6 March 2014, Dubai
Skrepka powered by Paperworld
September 2014, Moscow

For more details about these fairs, please visit


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