With the number of exhibitors increasing year by year, China International Import Expo (hereinafter referred to as “CIIE”) has become an important “bridge” connecting China and the world “.
The 6th CIIE, held on November 5, set a new high in terms of the number of participating countries and exhibition area. Its influence radiation covers the B and C ends, attracting a large number of luxury goods, fashion, beauty and lifestyle consumer goods brands to invest a lot of time and energy to bring the freshest products and services and the best technological innovation to the Chinese market.
More importantly, the spillover effect of the CIIE platform has strengthened the depth of this “two-way rush” cooperation, and ultimately achieved a long-term win-win situation. L’Oreal China Group’s high-end cinema professional brand Xiulike is one of the beneficiaries. L’Oreal North Asia President and China CEO Fei Berry (Fabrice Megarbane) said in an interview that a few years ago, Xiuliko brought personalized skin care services into China for the first time through the CIIE, and obtained close cooperation with government agencies. Opportunity, now the brand has carried out pilot work and operation in Shanghai Pudong New Area, which has also promoted the domestic personalized skin care field to move forward.
“The Expo can continue to bring people together to work together for the global economy, because China needs the world and the world needs China. That is what the Expo is really about as a powerful symbol of cooperation and openness,” Feybray concluded. For the international giants represented by L ‘Oré al, the Expo is a weathervane to see its next move in the Chinese market, including LVMH Group, Kaiyun Group, Richemont Group, etc. all from the booth design, exhibits to the event experience and other different aspects of the show of integration with the domestic interoperability.
From the perspective of the consumer goods area of this Expo, the localization of culture, scientific and technological innovation and sustainable development are the three key words to understand the exhibition areas related to fashion and luxury goods.
# The local narrative of luxury goods in the Expo is increasingly strengthened.
Growing up in the fast-changing Chinese market, local consumer demand for luxury goods has risen to a deeper cultural value. The younger generation will not easily pay for the “China limit” that simply adds traditional elements. They begin to ask the “why” behind the product creation, and they are more concerned about what the brand has done in China for a long time “.
Based on the current consumer environment, the luxury goods giants have shown in this CIIE that the depth of connection with the Chinese market has also been upgraded to a new level. LVMH Group participated in the Expo this year with 12 representative brands, of which Celine and Loewe participated in the Expo for the first time. In addition, the limited edition of “DIOR LADY ART #8” made by Dior Dior and Chinese artist Xu Zhen appeared in China for the first time, while Fendi presented two handbags with special cooperation between Yi embroidery and silver ornaments for the inheritance of material cultural heritage. Bulgari takes “East MEETS WEST” as its theme, A series of activities such as dialogue between Chinese and Italian contemporary artists, immersive AI and preview of bag works were held.
Photo by DIOR / Fendi
On the other hand, in order to welcome the upcoming Chinese Lunar Year of the Dragon, Vacheron Constantin, a subsidiary of Richemont Group, combined with the art of paper-cutting, presented the “You Yun Jilong” art installation in the exhibition hall, echoing the two watches of the Year of the Dragon in the Métiers d’Art Master series on display. The Cartier brand also showed a short film of “Chinese Love” in the center of the booth this time, and for the first time brought a Chinese limited watch born in 1922. From images to exhibits, it tells the interaction and integration of the brand and Chinese culture and art in different dimensions. In this regard, Gu Jialin, CEO of Richemont China, said, “The Chinese market is very important to Richemont. Through participating in the CIIE, many well-known brands of the group have strengthened their ties with Chinese customers and partners.”
Photograph: Vacheron Constantin/Cartier
This year marks the 10th anniversary of the name change and the 60th anniversary of the founding of Kaiyun Group. Therefore, the group took the Paris headquarters of Lainai Pavilion (Laennec) as inspiration to build an exhibition hall, presenting all its brands such as Gucci, Saint Laurent, Bottega Veneta, etc. At the same time, it carried out a series of activities from culture, art to sustainability, such as “Women In Motion” (Women In Motion), Kering Generation Award Kaiyun Sustainable Innovation Pioneer Award). Cai Jinqing, President of Kaiyun Group Greater China, regarded the CIIE as an important opportunity for active dialogue with the Chinese market, and said: “I look forward to using this open and win-win platform to expand forward-looking cooperation opportunities, and create and build together with the Chinese market., Share a new path of industry transformation, and embrace the future with innovation.”
Photo by: Kering
Burberry and Dolce & Gabbana brands focus on traceability brand culture, and are committed to taking the opportunity of entering the Expo to better bring their style genes to the domestic market. The former booth design was inspired by the romantic and elegant British rose, focusing on the brand debut series created by Daniel Lee, Burberry’s new creative director. Dolce & Gabbana continued to focus on the interpretation of “Made in Italy”. In addition to fashion garments, the fair also displayed a full range of products including wrist watches, jewelry, home accessories and beauty makeup.
Photograph: Burberry / Dolce & Gabbana
# Beauty makeup and clothing began to compete “technological innovation”
A significant trend is that beauty makeup and clothing categories have gradually evolved from traditional product display to R & D innovation display at this Expo.
As a “senior veteran” who has participated in the exhibition for six consecutive years, L’Oréal Group has set up booths in the consumer goods exhibition area of the 6.1 Pavilion and the innovation incubation area of the North Pavilion with the theme of “one you” this year to comprehensively display the latest brands, technologies, products and investments of the group. The scale of the “new” at the scene was the highest in history. Including the Australian skin care brand A ēsop Aesop, which made its debut at the Expo, 22 brands brought nearly 270 exhibits, showing the group’s expanding brand lineup.
Image source: L’Oreal
In the beauty “black technology” plate, through the “technology instrument products” combination to achieve precision skin care/makeup effect, is becoming a large-scale beauty to build a new direction of competition barriers. L ‘Oré al Group’s four major brands, Paris Kashi, Armani Beauty Makeup, Zhicunxiu and L ‘Oré al, have brought AI Intelligent Precision Instrument, Meta ProfilerTM Muscle Energy Microscope, 3D shu:brow Eyebrow Makeup Intelligent Beauty Instrument and HAPTA Ultra-Precision Intelligent Makeup Instrument respectively.
Image source: L’Oreal
Estee Lauder Group, another beauty makeup giant, presented 16 brands sold in China in the exhibition area and launched hundreds of new products, such as the new Estee Lauder pomegranate series products specially developed for Asian skin and Clinique Stretch Neck Cream with innovative skin repair technologies. In addition, Estee Lauder Group also demonstrated for the first time VISIA CR 5.0, which can capture skin color to facial contour with only one shot, as well as cutting-edge skin testers such as Moisture Map skin moisture distribution tester and Hirox skin digital microscope.
Compared with the innovation of competition instruments, Japanese beauty giant Shiseido Group focused on the latest research results in the field of dermatology this time, focusing on the three major technologies of skin anti-aging patent ingredient new muscle ketone, whitening ingredient 4MSK and light grain ingredient pure retinol patent. In addition, Shiseido Group has previously proposed to become a personal skin beauty and health company by 2030, and its incubated scientific and technological oral beauty brand, the law of flow, has also completed its global debut with three repair essence drinks at the Expo.
Image source: Shiseido
The focus on scientific and technological innovation is not limited to the beauty exhibition area. In the clothing area, Uniqlo brand has brought ten major commodities such as cloud-feeling down and light HEATTECH thermal underwear using advanced nano-fiber technology with nearly 1,000 square meters of “LifeScape clothing suitable for the new environment” booth, showing the new possibility of integration and upgrading of technology, fabrics and versions. Uniqlo has also set up a live broadcast room on the spot to carry out online and offline “cloud shopping exhibitions”. At the same time, uniqlo has linked “the same money for entering the Expo” with the ongoing double eleven promotion, which shows its efficient integration ability for multiple channels in the local market. It is reported that UNIQLO is expected to open nearly 60 new stores in China this year.
Image source: UNIQLO
Behind the frequent “push” of international brands and giants, another trend that cannot be ignored is the “special research” of the Asian/Chinese market “. The Nike brand announced at this CIIE that it will land in the China Sports Research Laboratory (NSRL) at its Shanghai headquarters in 2024. Dong Wei, its global vice president and general manager of Greater China, revealed in an interview with VOGUE Business that it will come from the Chinese market. First-hand consumer insights and research data will feed back to the brand’s global product trend innovation.
Image source: Nike
Fan Jiayu, President and CEO of Estee Lauder Group China, also referred to “localized innovation” at a strategic level and said, “Chinese consumers are the inspiration for our product innovation. In the future, we will have more China-led R & D projects, which will be developed according to the needs of Chinese consumers, and we also look forward to seeing more new products born in China, out of China and into the global market.”
More than one international fashion and beauty company participating in the exhibition told us that the feedback from the Chinese market is not limited to the local headquarters. These insights and information will be exchanged with overseas headquarters to better understand what is happening in China and the world. Changes guide the R & D and creation of its products to the operational level.
# “Sustainable” throughout the commercial link
At this Expo, the achievements of sustainable development presented by the fashion and beauty industry are improving in both depth and breadth.
Environmentally friendly and sustainable materials have been added to the design and decoration of many booths. Estee Lauder Group’s booth this year has selected renewable and recyclable environment-friendly paper and environment-friendly white yarn, while Amore Pacific Group’s booth has specially created a “healing space” with a moss-covered outer layer and built-in environment-friendly tables and chairs “. Uniqlo also showed the clothing freshman workshop for the first time at the Expo. The two major services of REPAIR old clothing repair and REMAKE creative transformation can be experienced on the spot.
Photo Source: Amore
In terms of products, the beauty industry generally regards the recycling of replaceable cores and empty bottles as a long-term strategy. For example, Shiseido brand’s “Hongyan Muscle Living Essence Dew Empty Bottle Renewal Plan” opened its first overseas show in Japan. In the fashion field, responsible raw materials are included in the production process, including MUJI’s recycled plastic series and 100 percent recycled fleece series, Canada Goose’s Kind Fleece wool fleece series, etc. In addition, fast fashion H & M group and Zara parent company Inditex group have announced the latest commitments and goals in the field of sustainable development.
Photo by: Canada Goose
In addition, the sustainable practice of the fashion and beauty industry is also increasingly showing a trend of localization. Canada Goose showcased the measures to implement the Sanjiangyuan National Park project, the brand’s first large-scale corporate social responsibility project outside of Canada. As the chairman unit of the “Sustainable Fashion and Lifestyle Professional Committee of the Expo Exhibitor Alliance” for the third consecutive year, Kering Group also assisted the “Sustainable Consumption Summit Forum” to be held in Shanghai on November 7.
It is worth noting that the Tapestry Group, which recently acquired Capri, brought a new brand Coachtopia for the first time. It is reported that the launch of the brand is precisely considering that the traditional linear life cycle of the fashion industry does not meet the pursuit of sustainable development, Coachtopia the material of one bag can be used to make another 2 – 3 bags, or multiple bags can be combined into one bag. In addition to material selection, the team has also created a more environmentally friendly dismantling method in terms of technology, and added a digital passport to enable consumers to trace the source of each material.
Image source: Coachtopi
Yang Baoyan, president of the Asia-Pacific region of Tapestry Group, said in an interview with the media, “We hope to regard environmental protection as an ecological chain, no longer a linear production, procurement, production and sales, but to transform it into a circular life cycle.” This also reflects the current status of the industry. Fashion companies’ understanding and practice of sustainability no longer stay in a certain aspect, but run through all aspects of product development, production, operation and partners, and use the media of the CIIE. The “spotlight” effect is passed on to all sectors of society.
(Source: VOGUE BUSINESS)
