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Big brands push “China Cool” onto the stage of CIIE
By:Wu Qiong   |  From:english.eastday.com  |  2021-11-09 14:06

At the fourth CIIE, the consumer goods area has always been a hot spot. Many exhibitors showcase their latest products with Chinese elements in the hope of winning more Chinese consumers.  
The U.S. essential oil brand doTERRA debuted a Chinese-style essential oil blend inspired by Dunhuang, an important city on the ancient Silk Road. It is made from local Kushui roses, which are delicate and charming with a desirable fragrance. 

(Western Bloom aroma essential oil blend)  

At the booth of Tapestry, a leading New York-based house of modern luxury accessories and lifestyle brands, a group of students from Shanghai’s Donghua University were invited to show their designs in collaboration with the Group’s brand Coach. The “China Cool” youth design talent training program, which launched in April, aims to promote emerging talent and allow more people to feel the new style of Chinese design. 

(Items designed by Chinese youth)

“China’s young talent are full of dreams and passion, and are an important force in the Chinese fashion industry. We are deeply honored to be able to let more people see and hear their voices on the CIIE platform,” said Yann Bozec, president of Tapestry Asia Pacific & CEO of Coach China. “We have been actively seeking to cooperate with new creative talent and hope to assist the power of China’s creative designs to be seen on a broader stage through more exploration.”
Also in the consumer goods exhibition area, adidas has brought its new items in its Wuji and Wuxian collections, respectively inspired by wushu and classical Chinese dance. They were created in adidas’ Creation Center Asia in Shanghai which has created so far thousands of localized products for the brand. “The Chinese market is so unique that it differs from other regions in many aspects, especially in terms of culture,” said the company. “From traditional festivals, such as the Spring Festival, to unique pop music and fashion trends, the Chinese culture is full of charm. That requires us to adopt a differentiated strategy and provide products that Chinese consumers really like.” 

(Adidas clothes inspired by wushu and classical Chinese dance)