SHANGHAI, Nov 10 (Bernama-Xinhua) -- Visitors joined a long queue at the booth of US fashion company COACH during this year's China International Import Expo (CIIE), eager to craft bag tags that reflect their unique style.
To capture the interest of visitors and buyers, COACH -- a CIIE participant for six consecutive years -- introduced an interactive experience zone, alongside its iconic Tabby collection.
The brand invited several students from Shanghai-based Donghua University to design personalised bag tags, bringing creative flair to the display, according to Xinhua news agency.
"Over these years, we have seen the CIIE's growing influence and China's commitment to high-level opening-up and high-quality development. We aim to use the CIIE's open platform to discover new opportunities in China," said Yann Bozec, president and CEO of COACH Asia Pacific.
Global brands, such as COACH, showcase their tailored designs and displays for the Chinese market, offering deeply customized products to secure their places in the Chinese market.
For them, the 7th CIIE, held from Nov 5 to 10, is a shining golden gateway to the vast Chinese market with a consumer base of 1.4 billion.
For Liu Zijia, a junior at Donghua University who works as a designer crafting personalised bag tags, this event marks a period of intense activity and a unique experience.
Liu shared her excitement about her first experience at the CIIE, which highlights the role of "China Chic" in current fashion trends -- a style that blends traditional Chinese cultural elements with modern aesthetics.
"Old-school design no longer fully meets the needs of Gen Z customers, who seek the freshest, most tailored products specifically for the Chinese market," Liu said.
She has also joined the "China Cool" project, a collaboration launched in 2021 between COACH and Donghua University students to create market-focused items and bring more China-oriented designs to life as products.
Despite some concerns over the economic slowdown and over-competition in the Chinese market, Bozec maintains faith in China's economic resilience and its new drivers of growth.
He noted that all markets are competitive and what sets China apart is the sophistication of its consumers, making emotional connections crucial.
"What really matters is to connect emotionally with consumers and listen to them. We are very clear on our focus on Gen-Z customers," he said. "China is not just a market but also a wellspring of inspiration."
Xinhua reported dōTERRA, a US essential oil company and a veteran at CIIE, is another global player drawing inspiration from the Chinese market.
Founded in 2008, dōTERRA is one of the world's largest essential oil companies, with products ranging from oils to home-living products, presented in over 140 countries and regions.
At this year's CIIE, the company has filled its 300-square-meter booth with a rich variety of fragrances, introducing two new essential oils based on Chinese traditional medicine -- ginseng and wormwood -- specifically crafted for the Chinese market.
Owen Messick, president of dōTERRA China, expressed enthusiasm for the event, noting that the company's strategy now centers on sourcing oils from China more than from any other country. He added that their R&D center in Shanghai also plays a key role in supporting this goal.
"Chinese consumers are interested in natural, safe and effective products. We will continue to focus on finding plants in China for the Chinese market, with several oils exclusive to the Chinese market gaining international traction," he said. Despite challenges, dōTERRA remains optimistic about its future in China, expanding its booth size at the CIIE each year and increasing its oil offerings from 40 to 150 varieties.
According to Messick, in the future, dōTERRA plans to continue focusing on Chinese oils, collaborating with scientific institutions to substantiate the science behind their products, and expanding their R&D efforts to bring more products to market faster.
The LEGO Group is another participant celebrating its seventh consecutive year at the CIIE, debuting several new LEGO sets, including the LEGO Monkie Kid series, inspired by the Chinese classic "Journey to the West."
For the Chinese Lunar New Year, LEGO is introducing new sets designed to capture the festive spirit, including the Trotting Lantern, inspired by traditional Chinese lanterns.
Since the first CIIE in 2018, LEGO has launched 29 new products, with 19 sets inspired by Chinese traditional culture.
Wen Xiaodong, a senior concept designer at LEGO and the creative mind behind the LEGO Monkie Kid series, emphasised China's significance to LEGO and the company's dedication to the market. He highlighted the integration of Chinese cultural elements into LEGO products to better connect with Chinese consumers.
"We use CIIE as a platform to introduce Chinese culture to the world. It's my honor to bring a Chinese cultural icon to one of the biggest international toy brands," the designer said.
-- BERNAMA-XINHUA
