International companies seek local innovation at the expo


Local innovation and partnership have been the focus of multinational companies at the Fourth China International Import Expo, as they can leverage their expertise to better meet market demand.

INRYU, Shiseido’s new oral beauty supplement brand, designed specifically for Asian consumers, made its global debut at this year’s CIIE.

The supplements will be available at Shiseido stores in Japan in January and on e-commerce sites in China from March 2022.

Ti Gong

Products under Drunk Elephant by Shiseido

Her hugely popular own beauty brand Drunk Elephant is also featured at CIIE. This is its first appearance at an offline exhibition, with 13 other popular international brands featured on the booth.

“As part of the government’s goal of ‘common prosperity’, consumer activity in China is expected to flourish even more,” said Fujiwara Kentaro, CEO of Shiseido China.

The Shiseido China Innovation Center at the Fengxian Shanghai branch in the Valley of Eastern Beauty, which was officially unveiled last month, is the Japanese company’s latest presence in the city.

It seeks to collaborate with key universities, utility assessment method research institutes, cosmetic original equipment manufacturers, as well as ingredient, fragrance and packaging suppliers.

He is also interested in the research and development of evaluation methods such as the alleviation of skin problems or the duration of effect of products.

International companies seek local innovation at the expo

Ding Yining / BRILLIANCE

The Shiseido China Innovation Center at Fengxian Shanghai Branch in the Valley of Eastern Beauty was officially opened last month.

Shanghai encourages initiatives by multinational companies to open innovation platforms and leverage their domestic and foreign expertise to stimulate consumption.

Beiersdorf’s Nivea brand has entered into an agreement with local beauty information analysis service provider Meizhixiuxing to deepen the skin care industry’s demand for effective ingredients and high efficacy.

Beiersdorf, which also owns skincare brands like Eucerin and La Prairie, seeks to leverage the expertise and digital competence of the local data analytics service provider to leverage consumer insights while envisioning more personalized innovation for local buyers.

International companies seek local innovation at the expo

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Bayer CropScience and the local fresh produce e-commerce platform have initiated global cooperation in fruit production and the establishment of a model fruit farm in China.

Bayer CropScience provides crop protection for Benlai Fruit Bases to help farmers grow premium fruit and meet emerging consumer demand for quality, healthy, nutritious and eco-friendly fruit. environment.

International companies seek local innovation at the expo

Ti Gong

New offerings that target the unique consumer experience and the latest clothing offerings are also among the CIIE’s most eye-catching exhibits for the public.

Beckmann, a Norwegian company that manufactures an ergonomically designed school bag, presented at the exhibition nearly 10 models of backpacks that offer specific sizes and designs depending on the age and height of the schoolchildren.

Beckmann backpacks are also available at several dozen local M&G stationery stores around the country for shoppers to touch and smell the product.

M&G said it sees the great potential of introducing foreign brands through the CIIE platform, and that the Nordic aesthetic and Beckmann design cues have attracted local demand for backpacks that better protect the backpack. spinal cord.


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