(The 9th CIIE) Overseas “time-honored” brands are looking for new customers at the CIIE

The 9th China International Import Expo (hereinafter referred to as the CIIE) will be held in Shanghai from November 5th to 10th. With the reputation of their hometown and the craftsmanship of generations, overseas "time-honored brands" came to the CIIE to find new customers in the Chinese market.

The "Global National Brands" exhibition area set up for the first time at this CIIE brings together about 100 overseas brands, more than 30 of which have a history of more than 100 years, and some brands have entered the Chinese market for the first time.

"I am the 30th generation of my family. Our family has been making wine since 1312 and has a history of more than 700 years." David Aura Font, representative of the Spanish sparkling wine brand Mestres, told a China News Service reporter that they mainly make sparkling wine. The minimum brewing cycle is four years, and some wines are aged for more than half a century.

"We have long known that Chinese cuisine is rich and diverse, but due to production constraints, the winery has not been able to bring wine to China before." Fonte said that after years of preparation, they have specially reserved a part of the wine to appear at the CIIE this time. He hopes to get to know Chinese sommeliers and restaurant buyers and find new dining tables for his family’s wine.

Discovering the points of convergence with Chinese consumption habits is one of the keys to finding new customers.

On November 5, the 9th China International Import Expo (referred to as the CIIE) opened in Shanghai. The "Global National Brands" exhibition area set up for the first time at this CIIE brings together about 100 overseas brands. Photo by China News Service reporter Kang Yuzhan

Walter's Shoe Care, a Canadian shoe care brand participating in the conference for the first time, was founded in 1893 and started with leather care. Tim Walter, the company’s president and CEO, said, “China’s strong sneaker culture allows us to see new business growth opportunities.” As the fourth generation operator of a family business, he and his team made preparations for personnel docking and product supply for this exhibition.

Royal Crown Derby, a British porcelain brand founded in 1750, uses film and television works familiar to Chinese audiences as its entry point.

"That's this cup." Yu Kaige, the brand's general agent in China, said, pointing to a set of tea sets. The same product has appeared many times in the British drama "Downton Abbey." At the same time, this brand of porcelain is also commonly found in Betty's Tea House, Dorchester Hotel and other places in the UK. This time, these exquisite tea sets bring the style of British afternoon tea to the CIIE booth.

Newcomers to the CIIE are looking for opportunities, and "old friends" have moved from the exhibition booth to Chinese sales channels.

A small farm and six cows were the starting point of Canada's Avalon Dairy in Vancouver in 1906.

Aiwei Concentrated Dairy has participated in the exhibition several times. "The CIIE has established cooperation channels for us, brought diversified trade models, and created many opportunities for negotiation and exchange." Rylee Ann Brodie, the company's vice president, said that this time, she hopes to use the platform of the CIIE to expand cooperation and let more Chinese consumers remember the name of the brand.

Tim Walter also emphasized, "We focus on long-term development, not just one year, not just one opportunity." He said he hopes to take root in China and enable the company's business in China to achieve sustained growth for many years. (over)