The consumer goods exhibition area of the 7th China International Import Expo covers an area of over 10,000 square meters and will gather more than 1,000 enterprises from over 100 countries and regions. Here, consumers can not only see innovative and diverse products but also feel the "new direction" of consumption. Brands and enterprises from around the world will interpret the charm of China's large market from different dimensions.

Gather new products

IKEA's Spring Festival series products specially designed for the Chinese New Year will make their global debut at the CIIE; the adorable "Panda World&" co-branded plush toys are set to launch globally... At the consumer goods section of the 7th CIIE, the first showings of new products, new series, and new technologies have attracted significant attention.

China has always been one of the most important strategic markets for Beiersdorf Group. The China International Import Expo (CIIE), as a significant window for China's high-level opening-up, provides us with an excellent platform for showcasing our products. According to Vivian Xue, Managing Director of Beiersdorf Northeast Asia, at this year's CIIE, Beiersdorf will not only present the Asia-first artificial intelligence wrinkle recognition and analysis tool but also launch new products globally under its brands such as Nivea, Eucerin, and La Prairie.

Toshinobu Umeshin, President and CEO of Shiseido China, frankly admitted that immediately after the conclusion of last year's CIIE, he and his team began to contemplate what new products Shiseido would bring for its world premiere and exhibition this year. "The CIIE has become an 'important window' for Shiseido to gauge the economic momentum of China. It conveys the signals of spring, and this time we will once again bring our global debuts."

Giant installation at the LEGO Group's booth during the 7th CIIE. Photo by Xinhua News Agency reporter Zhou Rui.

Behind the gathering of new products from around the world at the CIIE lies the confidence of enterprises in the Chinese market. A giant installation made from over 1.1 million LEGO bricks is ready, with colorful bricks cascading from the top, forming a "playful waterfall" that stands 8.37 meters tall. Huang Guoqiang, Senior Vice President and General Manager of LEGO China, said that LEGO Group not only brings creative giant brick installations every year but also will globally debut new products for the seventh consecutive year. "Over the past six years, LEGO Group has launched a total of 206 new products, which quickly became market 'hits' after their first appearance at the CIIE."

At this year's Coach booth, a striking iconic giant handbag model caught the eye. "We have witnessed the continuous expansion of the CIIE in scale and the growing influence, and we deeply feel the firm determination of China to promote high-level opening up and high-quality development," said Yann Bozec, President of Tapestry Asia Pacific, President of Coach Asia Pacific, and Chief Executive Officer.

Discover new needs

Uncovering new demands of Chinese consumers and creating products that better align with Chinese consumption trends are viewpoints frequently mentioned by exhibitors in the consumer goods展区. Lipstick printers, home hair dyeing magic wands, "radio wave fragrance chambers," ultra-precise smart makeup applicators... At each CIIE, L'Oréal's booth has been a showcase for beauty "black technology." Nicolas Hieronimus, CEO of L'Oréal Group, stated that L'Oréal continuously introduces updated technology and better products based on the needs of Chinese consumers, "which is also a key reason for our establishment of a research and development center in China."

Not long ago, global renowned beauty company Amorepacific announced that its high-end technology skincare brand, IOPE, has officially entered the Chinese mainland market and opened its first store in Shanghai. This brand will also make its debut at the 7th China International Import Expo. Amorepacific officials stated that Chinese consumers' pursuit of beauty is becoming increasingly personalized and diversified. To win favor in the fiercely competitive market, it is essential to always prioritize better meeting the needs of Chinese consumers. The introduction of the IOPE brand is precisely because the company has targeted this "new blue ocean" in the current Chinese technology skincare market.

Achieving local R&D in China helps in better discovering new demands in the Chinese market. "The three new products we will globally debut at the CIIE this year, all developed locally, are based on the needs of Chinese consumers," said Wu Pinhui, Senior Vice President of Greater China and General Manager of the Health Lifestyle Business Group at Philips. Among them, the Philips Pebble portable electric shaver is the result of a two-year development effort by the Chinese team, "which fully demonstrates our long-term commitment to the Chinese market."

Add more investment

Through the window of the CIIE, more enterprises have strengthened their confidence in embracing Chinese opportunities and increasing their investments in China. "Apart from the North American market, we operate in global markets, and China is undoubtedly the largest market, as well as one of the most dynamic and exciting markets," said Calvin McDonald, Global CEO of Canadian sports lifestyle brand Lululemon, which is participating in the CIIE for the first time this year. "Currently, we have opened multiple stores in China. In the future, we will continue to grow in the Chinese market and invest in opening more stores."

Canadian athletic lifestyle brand Lululemon makes its debut at the China International Import Expo. Photo by reporter Zhou Rui of Xinhua News Agency.

Spanish fast fashion brand and its parent company, Inditex Group, plan to continuously upgrade and renovate their existing stores in China, and will launch a flagship store of nearly square meters in China next year. Upon completion, this store will also be the group's flagship store across Asia. Yu Xian, Vice President of Corporate Communications and Government Affairs for Greater China at Inditex Group, said that China is an important strategic market for Inditex, and the brand has accumulated a lot of experience after launching runway-style live broadcasts in China. This year, live streaming has also been introduced to the U.S., the UK, and some European markets.

Leveraging the spillover effects of the CIIE, IKEA has effectively transformed "exhibits into commodities." Since its debut at the CIIE, the Rullrum Tech-Fabric Electric Sofa has sold over 100,000 units in the Chinese market. "In the fiscal year that ended in August, IKEA China invested over 1 billion yuan, and we will continue to invest in China in the current fiscal year," said Ruan Linjuan, Vice President of IKEA China.