doTERRA China president: Local insight key to success

International companies need to "become Chinese" if they hope to succeed in China, said Owen Messick, president of doTERRA China, at a panel discussion titled "Global Executive Dialogue: Global Demand, Shanghai Style" in Shanghai on Aug 26.

The dialogue brought together five executives from the retail, outdoor lifestyle, wellness, beauty, and jewelry industries to discuss Chinese culture, Shanghai-style products, experiential consumption, and services for international visitors.

Messick has lived in Shanghai since 2007 and also serves as president of the Shanghai Jing'an District Association of Enterprises with Foreign Investment.

"As a foreign company entering this market, you need to become Chinese to succeed," he said during the discussion. For Messick, "becoming Chinese" means a deep understanding of the culture and market, responding to local consumer needs, and adapting products and operations accordingly.

"If you don't respect the culture here, consumers can feel it," Messick said. "You need to understand it thoroughly, respect it, and make sure you adjust accordingly."

For Messick, cultural understanding begins with experiencing the city itself. One of his favorite activities is walking along the Suzhou Creek toward the Bund, where he said people can feel, smell, and taste a style unique to Shanghai.

That understanding of the city has also shaped doTERRA's product development. For the third China International Import Expo, the company created "Dream", an essential oil that combines Eastern and Western scents, including white magnolia and osmanthus, to evoke the floral aromas of the city. Its name reflects the aspirations of people who come to Shanghai.

The same local approach extends to sourcing and research. In Shanghai, doTERRA has established a production facility, its first overseas laboratory and research and development center, and its largest experience center. Messick said the company now sources more essential oils from China than from any other country.

Messick said Shanghai's openness and support for international companies had made it an ideal location for the company.

The CIIE has provided another channel for international companies to understand and reach the Chinese market.

doTERRA attended the first expo in 2018 with a nine-square-meter booth. By 2025, its exhibition space had expanded to 300 square meters. "For a small company, it is a good platform," he said, adding that the expo enabled businesses without large advertising budgets to introduce their products and ideas directly to consumers.

Messick also pointed to services for international residents and visitors as part of Shanghai's broader business environment. Shanghai has done a good job of welcoming international residents, he said.

Messick also commended the city's services for international visitors, particularly International Services Shanghai—a multilingual platform available in 10 languages that provides practical information on business, travel, shopping, and daily life.

Messick said such services could help newcomers overcome culture shock, navigate the city, make purchases, and integrate more quickly. He added that better access to practical information could also attract more international visitors and potential consumers to Shanghai, creating lasting benefits for businesses.