(Yicai) Nov. 8 -- The Lego Group, Ikea, Herbalife Nutrition and other major global consumer goods brands are seeking to promote their more localized, customized and sustainable business practices in China through their participation in the ongoing China International Import Expo in Shanghai.

“This is Lego’s sixth attendance at the CIIE,” Huang Guoqiang, senior vice president of the Danish toymaker and general manager of Lego China, said at a press briefing. “The expo is a very good platform for us to exhibit products and find opportunities for cooperation.”

“Lego released 24 new products at CIIEs so far, 16 of which had noticeable elements of Chinese culture,” Huang said. The Bilund-based toymaker is building a Lego ecosystem in China, including the entertainment resort Legoland, and hopes to establish long-term cooperation with local partners.

The new products that Swedish furniture maker Ikea is showcasing at the expo all have elements of Chinese culture, Ruan Linjuan, vice president of corporate communications and public affairs at Ikea China Investment, told Yicai.

Thailand’s TCP Group, which owns the popular energy drink Red Bull, is displaying a wide range of products at the expo, including classic flavored energy drinks targeting the Chinese market.

Tailored Solutions

Chinese consumers’ demand for healthy, nutritious products is growing and their spending power is improving, said Guo Mu, president of Herbalife Nutrition China and global senior vice president of the US nutrition and weight management company. Herbalife has brought more than 40 of its best-selling goods including its latest products in weight management, targeted nutrition and sports nutrition, to the expo this year, he said.

Chinese customers increasingly want more personalization and customization as well as more precise products and services, Guo said. Herbalife’s salespersons tailor nutritional solutions for consumers based on their nutrition needs.

All of Herbalife’s teas are now produced in China after the Los Angeles-based company invested nearly CNY50 million (USD6.9 million) last year to build a beverage plant in the country.

Editors: Tang Shihua, Kim Taylor