At the ongoing ninth China International Import Expo (CIIE), overseas toy brands demonstrate their willingness to embrace the vast Chinese market through tailored products and co-creation with local suppliers to attract young Chinese consumers.
Running from Nov. 5 to 10 in Shanghai, this year's CIIE has attracted 4,142 overseas exhibitors, with total exhibition area exceeding 440,000 square meters.
At the exhibition, many overseas toy brands have brought their latest products, attracting a large number of young visitors.
"Nowadays, Chinese consumers have a wide range of cultural and creative products to choose from. Simply bringing in overseas products without adapting to China or understanding local consumers just doesn't work anymore. We have already been making attempts in this regard," said Zhang Yunquan, the CEO of INJOI Asia-Pacific, an Australian alpaca accessory company.
Apart from products tailored to local needs, many participants see co-creating with local partners as an essential way to adapt to the Chinese market, which aligns seamlessly with China's robust industrial ecosystem.
"For us, 'co-creation' is the direction that we will continue to adhere to in the future. Everyone has creativity. With inspiration from local Chinese designers, our products have demonstrated far more possibilities," said Xiao Qiaoyang, the head of brand marketing and market operations of LEGO China.
Speakers at a forum highlighted how overseas designer toy brands are actively tailoring their strategies to the Chinese market. Titled "Global Economic Rebalancing: Smooth Trade, Industrial Collaboration and Inclusive Development," the forum was held during the 9th Hongqiao International Economic Forum, alongside the 9th CIIE. "At this year's CIIE, the growing presence of trendy overseas products aimed at young consumers has become quite evident. The research and development and innovation of companies need to bridge the time and information gap with the younger generation, the true trendsetters, and better capture the preferences of the new generation," said Wang Wen, the dean of Chongyang Institute for Financial Studies of Renmin University of China.
Launched in 2018 as the world's first national-level expo dedicated to imports, the CIIE has become an important gateway for foreign businesses seeking access to China's vast consumer and industrial markets.
Global toy brands localize to embrace Chinese market at 9th CIIE
