As at previous HKBP Fairs, although I met some retailers and brand owners, those exhibiting at this show were predominantly factories from Asia who manufacture for known brands. And they do it very successfully: one factory I spoke to makes tens of thousands very ordinary highchairs for a well-known UK supermarket chain!

This is not a glitzy show and the stands are, for the most part, not elaborate, like the ones we see at western trade shows – they are mainly unbranded, simply labelled under the factory name, in pre-made modular sections, like fairly small cubicles. They are allocated by the show and organised by product type, which means competitors are positioned side by side with very little privacy.

https://www.hktdc.com/event/hkbabyfair/en/fair-at-a-glance

 KEY TAKEAWAYS

• There’s little to no innovation with more and more factories simply making more of the same goods with no significant leap in technology or features. Nearly all new products are simply an updated version of the previous model, or a variation on an existing product, just in a different colourway – eg. self-folding compact stroller, travel systems, 360 car seats and bedside cribs. These new products simply get an update on the name, to help consumers find them easily.

• The traditional model of importer>>brand>>retailer>>consumer is becoming more vertical, as factories deal more directly with the consumer, reducing the direct competition between brands.

• There was no visible presence from traditional, eco-friendly or organic, wooden products. Despite queries over their eco-credentials, these appear to have been overtaken by silicone products.