As the eighth China International Import Expo (CIIE) approaches, companies are ramping up preparations, drawing on past successes. Firms like Johnson Health Tech, New Zealand's Theland, and Roche have achieved market breakthroughs and innovative partnerships through the event. The CIIE has become a vital platform for global businesses entering China.
The eighth China International Import Expo (CIIE) is set for 2025, with companies preparing since January. Johnson Health Tech China CEO Edward Lee noted their booth has grown from 216 square meters to 600 square meters. Founded in 1975, the company shifted focus to Greater China via CIIE. At the fifth CIIE, they secured over 500 million RMB in cooperation intentions and partnered with Huawei on the TX-5 treadmill using HarmonyOS. Andrew Lin, JHT China Region Deputy General Manager, said these steps help respond to consumer trends, with new R&D and digital divisions in Shanghai. Marking its 50th anniversary in 2025, Johnson plans an AI+IoT home fitness ecosystem. Lee stated: "The CIIE is a high-energy stage that fosters openness, innovation, cooperation, and mutual benefit."
New Zealand's Theland CEO Roy Van Den Hurk attends CIIE annually, missing only one edition due to unforeseen circumstances. In 2017, CIIE cut fresh milk customs clearance from 8 to 3 days, enabling "72-hour farm-to-table." Sales rose from 3,000 to 80,000 bottles weekly, a 26-fold increase. Yan Zhijun, Asia Pacific Marketing Director, described CIIE as a nationwide network penetrating areas like Ningxia's Pingluo County and Heilongjiang's Mohe. Roy said: "The CIIE has helped us achieve a leap in brand development." Theland offered free spots to over 10 New Zealand SMEs, creating a virtuous cycle.
Malaysian firms bolster China ties via CIIE. Fresh durians reach Shanghai supermarkets in 36 hours from Kuala Lumpur. ACCCIM President Datuk Ng Yih Pyng called CIIE an efficient channel for market entry. Moh Kee Birdnest, exhibiting since the first CIIE, opened its first Shanghai store. Muhua founder Wang Jiaqiang developed AI durian detection tech at CIIE, boosting standards.
Roche's Xofluza debuted as an exhibit at the second CIIE, gaining approval a year later and local production. Lily Long, Roche Pharma China Vice President of Corporate Affairs, said CIIE accelerates innovative products. This year, Roche invested RMB 2.04 billion in a Shanghai biologic site.
Lingang Group created a 2,700-square-meter area at the seventh CIIE, facilitating Finnish Wärtsilä's order from Korea's Hyundai Heavy Industries and AXA Tianping's first international reinsurance deal. Michaela Yang noted the cluster format aids industry chain interactions. Kärcher's AI robot scrubber, debuted at CIIE, deployed at Shanghai Hongqiao Station in two months. Aaron Tang, Kärcher Great China President, praised CIIE as an open platform enhancing brand influence.
These narratives highlight CIIE's spillover effects, driving trade and innovation.
