Swiss Centers' CEO Xiao Zhen has been deeply impressed by this journey. At the inaugural CIIE, Switzerland had only leading companies like Roche and ABB exhibiting independently, while many Swiss small and medium-sized enterprises remained cautious about this nascent trade expo.
By the time the second CIIE was being prepared, Swiss Centers began to drive innovation by creating joint booths in the Food and Agricultural Products and Consumer Goods exhibition areas.
This collaborative showcasing approach quickly turned the tide, with 16 Swiss brands jointly participating, propelling Swiss specialties like chocolates and wines into the limelight.
Products like Swiss Army knives and Swiss watches enjoy high visibility in China, with Swiss manufacturing gradually establishing a reputation for high quality in the minds of Chinese consumers. At each year's CIIE, the Swiss Pavilion prominently features the core IP concept of "Swiss Made".
In Zhen's view, as the sole expo where Swiss Centers organizes Swiss companies to participate in China, the CIIE is indeed a crucial platform for conveying this core IP concept.
"Swiss companies now possess a clearer understanding of the CIIE, recognizing it as the prime gateway to the Chinese market, facilitating connections with buyers, suppliers, and distributors worldwide. In just six days, they can swiftly gather a wide range of feedback," stated Zhen.
"Many years ago, the only Swiss product familiar to Chinese consumers was the Swiss Army Knife. Today, more Swiss products are making their way to China through the CIIE. This pear liqueur was once showcased. It enjoys high renown in Switzerland," explained Guillaume Muriset, Customer Success Manager at Swiss Centers, fluently in Chinese. He admitted that his proficiency in Chinese has rapidly improved thanks to the CIIE.
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