Foreign companies in rush for the CIIE and the Chinese market


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Multinationals, bolstered by strong consumer confidence in the run-up to China’s Fourth International Import Expo, are doubling their investments in China with new services and offerings.

Participants return to this year’s CIIE with a renewed commitment to the Chinese market.

Lego said it is on track to cover 85 Chinese cities with 300 retail stores by the end of this year, and in terms of digital sales, it has doubled the number of subscribers to its official Tmall store compared to to a year ago.

Earlier this year, she set up a digital talent hub in Shanghai.

Lego Group opened more than 60 branded stores in the first half of the year, and more than 40 of them are in China.

Revenue for the period increased 46% to 23 billion Danish kroner (US $ 3.6 billion) and consumer sales increased 36% in the first half of the year, overtaking the toy industry and driven by a higher market share in all major markets.

“The China International Import Expo certainly offers a lot of contact with stakeholders. The positive development, the good collaboration with partners, the improvement of the business environment around the protection of intellectual property rights encourage us all to invest here, ”said Paul Huang, senior vice president of The Lego Group and general manager of Lego China.

“We have seen very strong feedback and benefits from our previous participation in CIIE as it provides a platform for dialogue with local government, and we are also leveraging dialogues with local stakeholders to move programs forward. on subjects such as the protection of intellectual property rights. “

Foreign companies in rush for the CIIE and the Chinese market

Ti Gong

Customers shop at the Lego flagship store in Shanghai Disney Town.

Foreign companies in rush for the CIIE and the Chinese market

Ti Gong

Lego’s largest flagship retail store in the world, in Guangzhou, opens during National Day week as the company continues to expand in China.

The offers unveiled during previous CIIEs have also gone well. The Lego Monkie Kid TV series inspired by “Monkey King” and “Journey to the West” is available to stream on Amazon Kids +.

The Japanese group Kao will present its high-end beauty line SENSAI this year, as it is returning for the fourth time.

The Kao Group booth will cover 500 square meters and will include three themes: ecological protection, health and wellness and lifestyle.

The Swiss luxury group Richemont returns for the second time this year with 10 luxury and fashion brands, including Alaïa for the first time, as well as a wide range of jewelry, watches and clothing offers under its brands of luxury, including Cartier, Jaeger-LeCoultre, Montblanc, Vacheron Constantin. , Van Cleef & Arpels.

Beiersdorf AG, which is joining CIIE for the first time, will present not only skin care lines such as NIVEA, Eucerin and Coppertone, but also adhesive material supplier Tesa and the healing and wound care dressing Hansaplast.

Foreign companies in rush for the CIIE and the Chinese market

Ti Gong

Beiersdorf opened a research and innovation center in Shanghai last year to strengthen skin care expertise for China and emerging markets.

The city’s retailers and department stores are leveraging commercial resources at home and abroad and are ready for the week-long National Day vacation with redesigned shopping spaces.

The Shanghai Commerce Commission has set a target for total retail sales of consumer goods in the city of more than 1.8 trillion yuan ($ 279.2 billion) per year by 2023.

And a big part of that will come from brands that deliver original products and shopping experiences.

The Super Brand Mall has revamped its retail space with four flagship stores spanning the first and second floors now available to fashion seekers.

They include the local clothing and apparel store ICICLE and foreign brands such as ski clothing retailer Descente, beauty store Sephora, and outdoor clothing brand Arc’teryx.

By the end of this year, it plans to add around 70 new brands, many of which are making their first appearances in the city.

Nanjing Road E. Department Store No. 1 has also added new dining options, such as Chongqing specialty restaurant and Japanese sukiyaki deli.

An interactive blind hunt activity also brings participants limited edition toy figures or drink coupon tickets.

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