← All field notes
JULY 15–17, 2026 · SHANGHAI CBME
International buyers returned with sharper expectations for design and materials.
Many overseas visitors were coming to China for the first time. Distinctive ride-on design drew attention, while play-mat conversations moved toward calmer, home-friendly colors and more premium materials.
Observed at the fair
Signals from buyer conversations.
- A high share of international visitors were experiencing China and its supplier ecosystem for the first time.
- Ride-on models with a clear design identity attracted stronger attention than visually generic platforms.
- Play-mat discussions increasingly focused on premium materials and colors that coordinate with modern interiors.
Commercial implication
How the signal changes the offer.
- Lead with visible product design before adding secondary features.
- Present play-mat material, surface and color as one home-lifestyle proposition.
- Give new international buyers a clear path from product selection to testing and production.