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Beiersdorf shares how China's opening-up is beneficial for all

By SHI JING in Shanghai | | Updated: 2022-11-08 16:16
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Nivea tins are seen on a production line at the plant of German personal care company Beiersdorf in Hamburg, Germany. [Photo/Agencies]

While witnessing China's continued opening-up, German skin care company Beiersdorf has also benefited from such efforts by recording strong double-digit growth in the Chinese market over the past two decades, a speed that can be found nowhere else in the world, Ketin Lei, general manager of Corporate Affairs for Beiersdorf China said on Monday.

Lei made such comments while attending the "In Shanghai, For the World" show held during the ongoing fifth China International Import Expo.

The themed show aims to demonstrate Shanghai's achievements in urban construction, which is best exemplified by the expansion of many multinational companies.

"The overall business environment and favorable investment policies in Shanghai have helped the development of many foreign companies of our kind," said Lei.

Beiersdorf first tapped into the Chinese market in 1994 by bringing its blockbuster brand Nivea. Over time, the German company has set up three Chinese centers for production, innovation and distribution in Shanghai.

The registration mechanism for imported beauty products, which was first attempted in China (Shanghai) Pilot Free Trade Zone in 2017, has largely facilitated the development of many foreign companies like Beiersdorf, said Lei.

Under such mechanisms, ordinary imported beauty products, which do not have special effects such as whitening or sunscreen, can be sold in China shortly after setting up a record at the local administrative bodies. Prior to this, imported beauty products would go through 12 to 18 months of administrative examination in Beijing to get a final approval for sales.

The mechanism was promoted nationwide in November 2018 with the State Council's approval.

"Such institutional opening-up policies first landed in Shanghai mainly thanks to the city's well-built infrastructure, complete industrial chains, as well as the adequate supply of talents," said Lei.

Beiersdorf's China innovation center located in southeast Shanghai was put into use in November last year. The city's openness is one major reason for the company to make such a move, as the city's business environment will help to nurture more products only not for the Chinese market but also the rest of the world, he added.

Although Beiersdorf was not present at this year's CIIE, the company plans to take part in the exhibition next year, bringing Chantecaille products - the premium skincare and cosmetics brand that Beiersdorf acquired in late 2021, said Lei.

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