What happened: The third China International Import Expo (CIIE) takes place from November 5 to 10 and includes luxury groups and brands such as Kering, Richemont, Tapestry, Dolce & Gabbana and Lanvin. Cosmetics giants like L’Oréal, Shiseido and Estée Lauder have also set up stands there.
Launched in 2018 by Chinese President Xi Jinping, the international trade-focused exhibition is politically important, especially with the second and third waves of the COVID-19 pandemic looming around the rest of the world. Xi has spoken at the three CIIE opening ceremonies since 2018, and in a virtual address on November 4, he said, “The fact that China is hosting this international trade event, as planned, highlights [our] sincere hope to share market opportunities with the world and push for global economic recovery. “
Jing take: CIIE luxury brands have wooed China from all sides using local marketing tricks they know best. Montblanc features the handwriting of its Chinese brand by its Chinese Ambassador, author Feng Tang, on several billboards. Kering Greater China President Cai Jinjing is on hand for a rare interview with local media after announcing the launch of a limited edition CIIE watch with Kering’s Swiss watch brand Ulysse Nardin. Dolce & Gabbana, detecting a window to properly reconnect to the Chinese market for the first time since its 2018 marketing misstep, upgraded its stand to 5,425 sq. Ft. (Up from 4,300 sq. Ft. In 2019) with an exterior of colorful illuminated screens , a designated AR Mini program. and four local artisans demonstrating their skills on site.
This is Richemont’s first participation in the CIIE and Kering’s second participation. And, according to Dolce & Gabbana, the Italian brand is committed to participating in the event for another three years. It is a special trade fair for the luxury industry, as local government officials in Chinese costume were on the brands’ booths to replace fashionable shoppers. But for brands keen to have closer ties to the largest market in today’s post-COVID-19 world’s most important market and planning to expand there, the CIIE stands have been well spent.
The Jing Take reports on major news and presents our editorial team’s analysis of the main implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debates on Chinese social media.