(The 9th China International Import Expo) New trade trends at the China International Import Expo: “Reverse customization” reshapes global goods

China News Service, Shanghai, November 8. Title: New trade trends at the China International Import Expo: "Reverse customization" reshapes global goods

China News Service reporter Li Jiajia

A biscuit from France took three months to complete the research and development of a "sugar-reduced" formula and was put on sale on China's new retail platform on the eve of the 9th China International Import Expo.

"We want to bring the most classic and authentic craftsmanship in Europe to Chinese consumers, and the first thing we have to solve is 'too sweet'." Zhang Jing, R&D and procurement of imported direct-purchased goods from Hema, said during an interview at the CIIE. This makes many overseas suppliers feel incredible: "Why do we have to change the formula that has been sold for 100 years in China?"

In order to reduce the sugar content, the direct purchasing personnel "quarreled" with the suppliers through emails and video conferences for three months.

The "sugar-reduced" formula includes increasing the proportion of dark chocolate in the outer chocolate layer and using natural bitterness to balance the sweetness of the biscuit base. This Chinese “reverse customized” French biscuit became a dark horse as soon as it hit the shelves.

Zhang Jing said: "We are not just bringing over the items from overseas supermarkets intact, but relying on China's huge consumer groups to collect real feedback, and then negotiate and co-create for consumers with the world's leading food suppliers."

In order to enter the Chinese market, overseas brands bid farewell to the old model of "global copying" and began to change formulas, designs, and research and development starting points. "Reverse customization" has become a new trend.

Samyang Foods from South Korea appeared on the stage of the CIIE for the seventh time. Two new products, Korean-style caramel sweet and spicy flavor and Korean-style rare seafood flavor, were launched simultaneously to cater to the taste preferences of Chinese consumers. "So far, it is still a product exclusive to China." said Peng Zhixin, general manager of Samyang Food China Business Center.

In addition to product localization, Samyang Foods has also invested in its first overseas production base in Jiaxing, China, and plans to build 8 production lines. After reaching capacity, it is expected to produce approximately 1.13 billion servings of instant noodles annually, mainly supplying the Chinese market.

Lindt and Sprüngli specially invited Xue Jindi, a master of Suzhou embroidery from China, to create a Suzhou embroidery limited joint gift box "Sheep Presents Auspiciousness" at this CIIE. The packaging is carefully woven with oriental auspicious images such as sheep, red plums, Taihu stones and Ganoderma lucidum.

The "reverse customization" of the home furnishing track focuses on scene adaptation and cultural fit.

As the ninth "full-time student" of the CIIE, IKEA debuted the "light customization" solution. Song Yingai, acting president and chief sustainability officer of IKEA China, said that this "comes from the insight of Chinese life." The modular and flexible design accurately adapts to domestic scenarios such as small apartments and intergenerational co-living.

IKEA also simultaneously launched the world's first New Year series for the Year of the Sheep, interpreting the art of traditional Chinese woodblock New Year paintings with Nordic design language, and integrating the beautiful meaning of "Three Sheep Kaitai" into home products such as ingot dinner plates and Year of the Sheep themed cushions. It is said to be out of "Chinese families' cherishment of New Year reunions."

Lego, which has participated in the exhibition for the entire nine years, insists on "reverse innovation" based on Chinese culture. Maciek Selinski, general manager of the LEGO Group in China, said: "In the past nine years, we have launched a total of 40 new products, about two-thirds of which are inspired by Chinese culture, history and tradition."

At this CIIE, it launched three new products: the Golden Pixiu, the Reunion Dragon Boat, and the Auspicious Lion. They extract the folk core of New Year blessings and family reunion, and use building blocks as the carrier to interpret the traditional Chinese style in a youthful way.

LEGO has also launched art exhibitions, trendy landmarks, and exclusive pop-up stores to meet the consumer needs of young Chinese people who pursue emotional value and novel experiences.

The CIIE has witnessed a profound change in the logic of foreign investment in China. Brands no longer export standardized overseas products in one direction, but instead link local supply chains and R&D systems to achieve precise customization and on-demand innovation.