What will be in demand in the future? And via which channels will the retail of tomorrow take place? The Digital Academy provides insights into the future of retail and takes a look at China. The second strongest economy of the world is considered a pioneer in retail, online as well as onsite. Moreover, according to a report by the International Monetary Fund (IMF) in May this year, the country turns to consumption e again since the reopening after the pandemic and is thus currently driving growth in the entire region. Beryl Hsu, Editor-in-Chief of AD China, and Wayne Xiang, founder of United Home and Likuai China, provide insights into a market of the future.

Under the title Home & Art of Living in the East, Beryl Hsu opens the doors to selected private flats and houses in China for the Digital Academy. By examples of contemporary interior design, she shows how Western consumer brands can complement Chinese lifestyle in order to create a harmonious style with a very own, unique signature. The editor-in-chief of AD China is considered a tastemaker in the Chinese market and the authority par excellence when it comes to good taste. She joined AD China in 2013, later founded AD Casa and has since then curated annual exhibitions on architecture, design, contemporary art and lifestyle.

With his key note on Next Generation of Retail in China, Chinese entrepreneur and market expert Wayne Xiang will cast a light on the development of retail channels and the market for household goods in China. His company United Home is the leading importer of household products in the domestic market and the first company to import European household products to China since 1997. With his company Likuai, which has 320 shops in 65 cities, Xiang has established the largest chain of shops in China that exclusively sells high-quality imported household products. Xiang has thus already enabled more than 100 European consumer goods brands to enter the Chinese market. As part of the Digital Academy, the entrepreneur shows internationally relevant changes in retail trends and takes a look at both online and stationary retail. How can European household goods brands gain a foothold in the Chinese market? This is what Xiang now explores in episode 2 of the Digital Academy. The expert anticipates developments and shares his experiences with the participants of the online event.

With the new Digital Academy, the three consumer goods fairs host regular target group-specific online events for exhibitors and visitors on meta-topics such as sustainability or the future of retail on a joint digital platform. The events take place every two months throughout the year, are available in German and English and feature key notes by experts with in-depth industry knowledge, food for thought and practical tips. Participation in the 55-minute events is free of charge. Registration for the Digital Academy is possible via consumergoods.digital.messefrankfurt.com.

Beyond the access to a host of key notes, manufacturers and retailers get added value on this platform: They benefit from the AI-supported matchmaking function during the year. This enables exhibitors and visitors to the consumer goods fairs to exchange business information throughout the year.