7th CIIE unveiled in Shanghai: Highlights of Consumer Goods section
The 7th China International Import Expo (CIIE) is being staged this week in Shanghai, running from Tuesday to Sunday. The world’s largest import expo covers over 420,000 square meters of exhibition space and features participants from 152 countries, regions, and international organizations. This year’s CIIE has set multiple new records:
● The number of Fortune Global 500 companies and industry leaders exhibiting this year has reached a historic high of 297. The corporate exhibition maintains its large-scale presence, covering over 360,000 square meters, with 3,496 exhibitors from 129 countries and regions, surpassing last year in both country representation and number of participants.
● The number of trade delegations is also the highest on record, with 39 government and 4 industry delegations, totalling 780 sub-delegations, all attending to source top-tier global products and services.
● As a key platform for cultural exchange, this year’s CIIE has also set a record with over 32,000 square meters dedicated to cultural activities.
These new milestones reflect CIIE’s expanding influence and appeal, underscoring the powerful draw of the Chinese market.
Exterior View of the CIIE Exhibition Hall. Photo courtesy of China Skinny.
In this article, we’ll spotlight the Consumer Goods section. With the theme “Sharing Quality Living, Creating a Better Lifestyle Together,” this section spans 84,000 square meters and features four key zones:
● Beauty and Personal Care
● Smart Home Appliances and Home Decor
● Fashion, Luxury and Jewellery
● Garment, Sports and Outdoor
New this year for the Consumer Goods section is the “Silk Road Weaves Dream” zone, an exhibition area for home decoration for small and medium-sized businesses across participating countries.
Silk Road Weaves Dream Zone at 7th CIIE. Photo courtesy of China Skinny.
Beauty and Personal Care
Global Fortune 500 and leading companies (including L'Oréal, Procter & Gamble, Unilever, Shiseido, Estée Lauder, KOSÉ, Coty, Amorepacific, Fancl, and Pigeon) have gathered to showcase a range of new products and latest technologies/ AI devices to better test and solve beauty problems.
Part of beauty and personal brands at 7th CIIE. Photos courtesy of China Skinny.
Here are some featured examples:
Shiseido’s 'Beauty Cabin' uses 4D facial aging simulation technology for skin diagnostics, generating a personalized skin report and offering customized skincare and fragrance solutions for consumers. Image: Xiaohongshu @ 陈夕萌_
At this year’s CIIE, Procter & Gamble has set up its first 'Smart Devices Display Area,' showcasing how smart technology enhances innovation and quality throughout the entire process, from consumer testing and product design to production and quality control. From top to bottom, the devices are the OLAY HAPSENSE Skin Sensation Tester, the Head & Shoulders Scalp Health Analyzer, and the SK-II Skin Light Lens, which captures skin conditions with precision in just 5 seconds without contact. Image: P&G official.
L'Oréal’s Optical Hair Dryer AirLight Pro makes its debut at the CIIE. It features a combination of infrared light and airflow technology, allowing for quick drying without generating excessive heat. This innovative design helps to retain moisture in the hair, improving both hair quality and scalp health. Image: Xiaohongshuh @天仓零MIO
Estée Lauder has brought China’s pore big data experience, along with dual-photon fluorescence microscopy technology. Under expert guidance, visitors can experience non-invasive diagnostic technology, gaining insights into the deeper layers of the skin and learning about the skin repair process. Images courtesy of China Skinny.
Garment, Sports and Outdoor
This year's CIIE brought together well-known brands such as Nike, Lululemon, Puma, ASICS, Skechers, and Johnson Health Tech. Brands are using more advanced, technology-driven materials and techniques to enhance product performance. Many also position apparel and accessories as part of a trendy lifestyle, emphasizing connections to fashion culture.
Part of garment, sports and outdoor brands at the 7th CIIE. Photos courtesy of China Skinny.
Here are some featured examples:
Uniqlo has brought its new generation of tech-insulated PUFFTECH down jacket series. They also feature HEATTACH, a wool-blend fabric that uses moisture-absorbing and heat-generating technology to keep you warm anytime. Photos courtesy of China Skinny.
ASICS showcased the newly upgraded NOVABLAST 5 running shoes at this year’s CIIE, offering runners enhanced comfort for daily runs and races. The recyclable high-performance NIMBUS MIRAI further demonstrates the brand’s commitment to technological innovation and sustainability. Photos courtesy of China Skinny.
The Johnson Health Tech TX-5C Smart Treadmill makes its global debut. In collaboration with Huawei's Smart Selection, it offers an intelligent fitness experience, supporting HarmonyOS to provide users with a smarter and more scientific approach to a healthy lifestyle. Photos courtesy of China Skinny.
Smart Home Appliances and Home Decor
This year brought together 13 Fortune Global 500 and industry-leading companies, including Panasonic, IKEA, LEGO, BWT, Tempur, Ething Home Textiles, Rinnai, Hans Sasserath, LIXIL, OSIM, Aqua Air, Aiken, and NTT Sonority.
Part of home decor brands at the 7th CIIE. Photos courtesy of China Skinny.
Here are featured examples:
Rinnai’s ultra-fine bubble water heater is equipped with the new Air Bubble Technology, infusing each milliliter of hot water with over 10 million ultra-fine bubbles, each as small as nanometers in diameter. This provides deep pore cleansing and skin hydration, making showers more refreshing and relaxing. Photo courtesy of China Skinny.
The BWT Diamond Mineralized Water Purifier uses proprietary mineral selection and slow-release technology to transform regular drinking water into mineral-rich water beneficial to human health. Photo courtesy of China Skinny.
Fashion, Luxury and jewellery
This section brought together the world’s three major luxury groups (LVMH, Richemont, and Kering) . Global fast fashion brands like Zara and MUJI focused on sustainability and product innovation to showcase a quality lifestyle.
Part of luxury brands at the 7th CIIE. Photos courtesy of China Skinny.
Here are some featured examples:
MUJI’s 'Annual Rings of Mountains and Seas' exhibit embodies the brand’s commitment to harmony between people and nature, as well as sustainable development. Drawing design inspiration from traditional Chinese craftsmanship and unique cultural practices, it showcases products that balance functionality with aesthetic appeal. Photos courtesy of China Skinny.
Czech exhibitor ELEONORA CRYSTAL is making the global debut of its crested ibis-themed crystal collection at the 7th CIIE. Inspired by the rare crested ibis, the collection integrates the concepts of peace and ecological preservation into crystal craftsmanship, expressing a commitment to honoring and safeguarding the beauty of nature. Photos courtesy of China Skinny.
China Skinny was also present at other expos on beauty, F&B, and outdoor sports taking place this year. Check them out to find out more!
Foreign brands have a long journey to go through before reaching Chinese consumers, but proper planning and the right connections can pave the way.