Country embracing guest of honor role

Famous brands including L' Oreal double number of display products at second CIIE

France, one of the "guest of honor" countries at the second China International Import Expo, is bringing some of its best high-end products to China in hope of consolidating its long-term cooperative relations with the country.

More than 70 French companies are participating in the event, with their booths covering a combined area of more than 12,280 square meters, said Gao Yuanyuan, minister counselor at the Economic and Commercial Counselor's Office of the Chinese embassy in France.

The world's leading French luxury goods groups LVMH Group and Kering are displaying their latest products at the expo. The CIIE is the first time both companies have brought the majority of their extensive portfolios to an overseas fair, according to the two companies.

Andrew Wu, president of LVMH Group Greater China, said that new products under more than 10 luxury brands of the company, ranging from fashion and accessories, and cosmetics to wines and spirits, are making their world premiere at the expo.

For example, Louis Vuitton is showcasing its tech-equipped products, Fendi is presenting a special baguette bag inspired by the Forbidden City in Beijing while Hennessy is debuting its new artwork for the 2020 Chinese Spring Festival, jointly designed with Chinese artists.

The Chinese economy has skyrocketed over the past several decades, with the market's demand for quality international products growing each day, Wu said.

The CIIE shows the Chinese government's resolution to further open up the domestic market, Wu added.

"We hope to better reach and serve Chinese consumers and we are looking forward to having quick access to the Chinese market created by the CIIE," Wu said.

Kering, another French luxury group that owns Gucci and Saint Laurent, is bringing all its brands to the expo, with a 300 sq m booth designed by world-renowned architect Ole Scheeren.

Visitors can learn about core values and craftsmanship that guide Kering through its operations, according to the company.

French personal care company L'Oreal, the largest CIIE exhibitor of its kind for two consecutive years, has unveiled two popular makeup brands, NYX and Urban Decay, to Chinese customers and introduced high-tech inventions. The total number of products it's displaying has doubled that at the first CIIE last year.

More than 50 innovation-themed activities are also taking place in the French pavilion during the ongoing expo. Six French regions and public institutions and 17 France-headquartered multinationals such as Air Liquide, Sanofi and Danone are attending the expo.

French companies in China focus on innovation, which goes beyond traditional industries to such sectors as sustainable development, high technology, healthcare, industry, tourism, food and luxury goods, said an official at Business France, a department of the French embassy in China.

"The CIIE is a chorus of countries from all over the world," Gao said. "China has set up an international platform to enable the display of goods, technologies and services from around the world in China.

"It not only meets the needs of the Chinese market and Chinese consumers, but also provides business opportunities for global buyers," Gao said.

yinruowei@chinadaily.com.cn

(China Daily 11/06/2019 page13)