SerbianThe prestigious wine manufacturer Rubin has replaced several of its wines this year with a silver round trademark pasted in the middle of the bottle with a knight painted on it and the words "Rubin" under it. Because they found that wines with prominent trademarks can be favored by more Chinese consumers.
This wine company has been coming to Shanghai to participate in the exhibition with the Serbian national group since the first CIIE. Over the years, they have improved the taste of a variety of wines, reduced the alcohol concentration of the wine, and replaced the wine bottle packaging. He Zhongnan, general manager of the e-commerce business department of Verana Wine Industry, an official partner in Serbia, said that in every CIIE, they will collect the feelings of Chinese consumers about Serbian wines and then improve the products in a targeted manner. "Through the CIIE, we can reach out to many consumers and understand the preferences of Chinese consumers faster."
The "Communication Influence Report" released by the China International Import Expo Bureau shows that each CIIE has different excitement in the eyes of foreign businessmen, but the unchanging keyword is "Chinese market". China's super-large-scale market advantages are like a magnet, firmly attracting the attention of the world.
"CIIE Magnet"
The Russian salt company RUSSIAN ARCTIC SALT, which participated in the exhibition for the first time this year, is studying everything related to China, including the company's Chinese name, Chinese slogans and how to communicate with Chinese consumers. They are preparing to explore the Chinese market, and the CIIE is their first stop to show their Chinese consumers.
Xia Hong, the head of the company's booth, introduced that some people may know the pink rose salt of Himalaya. In fact, there are various colors of salt in the colorful nature, and these salts contain different nutrients. Their company produces and sells these salts.
The company's salt was mainly sold to Europe in the past. The sudden geopolitical conflict caused this salt-making company to consider new sales and start to explore the market. China is their priority.
But they also have doubts. After preliminary market research, they found that in traditional Chinese concepts, salt is just a flavoring agent, and ordinary consumers generally have low acceptance of high-end salt, and they are worried that the products will be cold in the Chinese market. But the popularity of this year's CIIE still gave Xia Hong a surprise.
She said that she had heard from friendly competitors mention the CIIE a long time ago, and she just participated in the exhibition with a try-out attitude, "I didn't expect so many people to follow us." What the exhibitor doesn’t know is that the Engel coefficient of Chinese residents (the proportion of total food expenditure to total personal consumption expenditure) has dropped from 63.9% in 1978 to 29.8% in 2021. Pink rock salt from Himalayas , Hawaiian volcano lava mixed Pacific seawater evaporated black salt, gray salt from France and other high-end salt with bright colors and sparse output have long gained a number of fans in China.
For exhibitors participating in the CIIE, every year, they are asked similar questions: Why do you participate in the CIIE ? What will you gain from participating in the CIIE? Most of the answers are related to "road". RUSSIAN ARCTIC SALT hopes to "take fewer detours" and open up the Chinese market as soon as possible; Rubin creates products that are close to Chinese tastes, and looks forward to gaining more market share and "expanding China's sales." There is no doubt that the vibrant Chinese market carries the world's expectations for new opportunities and new developments.
The "spillover effect" of the CIIE helps the product to be implemented quickly
Compared with new friends, old friends are more deeply moved by the "magnetic force" of the CIIE.
JPJ is the "full attendance student" of the CIIE. At previous CIIEs, Johnson & Johnson will bring many internationally leading innovative products and medical solutions. These exhibits have won attention and recognition from all parties at the CIIE and will be quickly implemented in the Chinese market in the future.
For example, at the second CIIE , Johnson & Johnson signed a cooperation agreement with Hainan Boao Lecheng Pilot Zone, agreeing to promote the pilot zone to achieve the "three synchronizations" between medical technology, equipment, medicines and international advanced levels as soon as possible.Subsequently, Johnson & Johnson introduced its first equipment product, Catalys femtosecond laser cataract surgery system, and successfully performed the first surgery in Boao Super Hospital in November 2019.
Shiseido China CEO Kentaro Fujiwara still remembers that at the third CIIE, Shiseido brought the debut of the skin care product THE GINZA O Ginza. Subsequently, the CIIE brought great popularity to O Ginza.
He counted the "spillover effect" brought to Yu Ginza by the CIIE: After making his debut at the CIIE, Yu Ginza's world's first department store counter and the world's first boutique store were completed in Beijing and Shanghai respectively; so far, Yu Ginza has opened 7 boutique stores and brand counters in Beijing, Shanghai, Nanjing, Shenzhen, Hangzhou and Wuhan; by the end of this year, the brand will also be in Chengdu, , , southwest region...
Thanks to its excellent performance in the Chinese market, the Chinese head of this beauty giant is full of enthusiasm. He said that most of the group's strategic new technologies, new brands and new products will choose the Chinese market as the first overseas launch. As an important window for international exchanges and exchanges, the CIIE is an excellent platform to showcase Shiseido's new technology and R&D achievements.
He also said that against the background of the spread of the global COVID-19 epidemic, the successful holding of the CIIE has allowed Shiseido to fully feel the style of a great power that China shares market opportunities with the world and promotes the recovery of the world economy.
The global cutting-edge innovative products entered the "fast lane" of China
According to statistics from the Ministry of Commerce, the first four CIIEs, exhibitors released more than 1,500 new products, new technologies and new services, and the cumulative transaction volume of reached more than 270 billion US dollars. The CIIE has become an important window for global new products and new technologies to enter the Chinese market.
, Jelena Gruber Stevanovic, director of the China Representative Office of the Serbian Chamber of Commerce and Industry, said that in recent years, more and more Serbian companies have signed up for the exhibition, and many companies have found Chinese partners through the CIIE. Serbian companies that have entered the Chinese market have further learned about Chinese consumers through the CIIE to launch new products that meet market demand.
L'Oreal North Asia President and CEO of China Fei Borui believes that an important concept of the CIIE is to encourage companies to bring global innovation to China.
He said that in the past five years, L'Oreal has introduced more new brands and new products from China than in the past 20 years. The CIIE helped L’Oreal to continue to innovate, provide support, and help companies introduce more new brands. These brands have received very good responses after entering China.
takes the CIIE as a bridge. In recent years, many multinational companies have continuously deepened local cooperation and accelerated innovation introduction, promoted products from "four-leaf clover" to the market, realized "exhibits turn into commodities", and a series of global cutting-edge innovative products have entered China's "fast lane".
The China Innovation and R&D Center, which Estee Lauder Group signed and settled at the third CIIE, will be officially put into use in December this year. The concept of this group is: Only by researching and developing in China can we explore China's consumer needs, develop outstanding products, and truly realize "in China, for China; in China, for the world."
has participated in the CIIE since its participation in the CIIE, Estee Lauder Group has successfully introduced four new international brands and more than 2,500 new products to the mainland Chinese market, and has opened its first stores in Shanghai or unveiled in the mainland Chinese market.
Fan Jiayu, President and CEO of Estee Lauder Group China, said that for many years of participation in the exhibition, we have promoted Estee Lauder to continuously strengthen the construction of local innovation capabilities, and encourage enterprises to reach more Chinese consumers in all aspects with more localized R&D and more targeted services. "The CIIE provides an important opportunity for us to deepen our understanding of the Chinese market."
In the exhibition hall of the CIIE, more and more foreign-funded enterprises are telling their "Chinese stories".
Home furnishing industry exhibitor IKEA has brought the world's first "Chinese New Year" Kuntigue series to Chinese consumers at the 4th CIIE, and this year it once again brought the Fista series launched to celebrate the Chinese Lunar New Year Year of the Rabbit and launched its first Asian launch.
IKEA China President and Chief Sustainable Development Officer Pang Anze hopes to convey the good wishes of spring news, good luck, good luck and prosperity to consumers, and hopes to convey the Chinese people's vision of bringing good luck to the coming year in the Lunar New Year to the whole world.
In addition to localization practices in tracing the cultural roots, traditional crafts and forms of the Chinese nation, IKEA also mentioned many R&D designs based on the usage habits of Chinese consumers, such as the two electric sofas, Lulerum and Usboda. Pang Anze said that these products were developed and designed based on the dialogue between IKEA's new business and innovation team and entered into production in China.
Obviously, there will be more and more such "Chinese stories". The opportunities for foreign businessmen are self-evident as 1.4 billion people work together to move towards modernization. Just like the footnote of an era, at this year's CIIE, IKEA shouted the slogan: "In China, for China, create with China."
This newspaper, Shanghai, November 8,
China Youth Daily·China Youth Network reporter Zhang Junbin
Source: China Youth Daily
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