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ShanghaiMart sets new course

ShanghaiMart has launched a new marketing strategy, billing itself "the gateway to world trade."

Perhaps best known in the United States as the home of Wal-Mart's global-sourcing office, China's largest mart facility is now positioning itself as a merchandising hub for fabrics, apparel, home textiles, home décor, giftware and building materials.

The facility recently dedicated one full level of the 623,000-square-foot showroom section to home textiles companies, which it will market to both Chinese and global companies, said Richard Chen, vice president, marketing.

Some U.S. retailers have also used portions of the 72,000-square-foot of temporary showroom space to run mini trade fairs.

"Both buyers and sellers now wish to trade directly with each other ... The new vision of ShanghaiMart will provide this environment."

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