First CIIE U-Fair Debuts in Shanghai to Boost Consumption

The first CIIE U-Fair, an extension of the China International Import Expo (CIIE), made its debut this weekend at the National Exhibition and Convention Center in Shanghai, six weeks after the 8th CIIE.

This consumer gala focuses on sales to the consumer end while simultaneously attracting professional buyers, service providers, and channel distributors.

"The U-Fair aims to further expand imports and amplify the spillover effect of the CIIE," said Wu Zhengping, deputy director of the CIIE Bureau. "Additionally, it seeks to sustain the momentum of the 'CIIE Consumption Season' to stimulate consumer spending."

The trade fair has brought together more than 700 global companies from over 60 countries. It features a wide array of products closely related to daily life, including food, daily necessities, healthcare products, and goods tailored for the elderly.

For example, the Estée Lauder Companies participated in the event with 12 of its brands in a "concept store" format, showcasing various products well-known to consumers.

While Denmark-based Tempur offered personalized, high-quality sleep solutions to consumers at the venue. They also provided special discounts prepared specifically for this event, which successfully attracted a large number of people to stop and experience their products.

The Swiss Centers Group brought about products from 27 brands, covering food, wine, healthcare products and more. Some of them, such as the "marmot herbal ointment" Puralpina, made their debut at the CIIE while others, such as Frey chocolate, have joined for several consecutive years.

"The U-Fair is likely to provide our exhibitors with more channels to connect with distributors and consumers," said Xiao Zhen, CEO of the group. "Therefore, we will be launching more special offer products at the event. As it is the end of the year, we are also offering gift boxes and discounted prices on products that specifically align with the Chinese consumption habits."

Meanwhile the Czech Trade Promotion Agency brought about 10 companies to join the event, covering both traditional handicraft products and innovative ones.

"All the companies are quite excited because it's the first year so they try to engage with the end users, with the customers. They want to promote the samples to just give people opportunity to try or taste it and also to talk to them directly to see what's their opinion about them," said Jan Zapletal, director of CzechTrade China. "Chinese consumers are enjoying our products and also are also curious about them. We have very good positive feelings about it and we are definitely planning to make it a long term partnership."