(Yicai Global) Oct. 31 -- An array of multinational consumer companies are making final preparations to showcase their products at the fifth annual China International Import Expo early next month, as major retailers and brands fortify their global supply chains and expand into the Chinese market.

Lego Group is building a playground in its nearly 400 square meter exhibition space at the CIIE and will debut a large three-dimensional Lego model created for the event. The Danish toymaker’s retail business has spread to more than 100 Chinese cities in the past five years, with more than 380 stores across the country. Earlier this year, it announced further investment in its plant in Jiaxing, eastern Zhejiang province, to support local business growth.

Supermarket wholesaler Metro plans to put on show more than 160 products, including 90 new ones, from 23 countries. The German company will also exhibit 21 wines, which have always been its big strength.

Herbalife Nutrition will showcase a range of products at the CIIE this year. The US company expects a rapid breakthrough for new items in the Chinese market through world premieres and online livestreaming at the expo, according to Guo Mu, Herbalife global senior vice president and president of Herbalife China.

All of Kering’s brands will take part in the expo, marking the French luxury group’s fourth straight year at the CIIE, the world's first dedicated national-level import exhibition. Kering will also host a forum of the sustainable fashion and lifestyle special committee of the CIIE Enterprise Alliance on Nov. 7.

“Through the expo, Kering hopes to further deepen exchanges with Chinese partners and promote sustainable innovations in the industry to keep stepping forward,” Kering China President Cai Jinqing said.

Cargill, the world’s largest producer of animal nutrition products and agricultural goods, is also concerned about sustainable development strategies. “Cargill will provide products and services more in line with consumer demand for the Chinese market and strengthen sustainable innovations,” said Liu Jun, president of Cargill China.

This year’s CIIE will be held at the National Exhibition and Convention Center in Shanghai from Nov. 5 to 10. Some companies are already thinking about next year’s event. Optimistic about the Chinese market, Herbalife has signed up for the sixth expo, Guo noted.

Editor: Futura Costaglione