Global Brands Pivot Strategy at China International Import Expo
International companies are shifting from viewing China as a sales market to an innovation hub.
1Strategic Shift in China
The ninth China International Import Expo in Shanghai hosted over 4,100 overseas exhibitors this November. While global brands previously treated China primarily as a growth engine, they are now utilizing the event to test new strategies. This pivot reflects a deeper need to navigate a complex, evolving Chinese consumer landscape.
2Market Pressure and Recovery
Luxury sales in Mainland China fell 3-5% in 2025 following a 17-19% contraction in 2024. Major conglomerates like LVMH and Kering report fragile rebounds and softer store traffic. Consequently, brands are moving beyond simple product launches to address Chinese shoppers who increasingly prioritize authentic cultural connections over traditional luxury goods.
3LVMH Heritage and Connection
LVMH brought seven maisons to the expo, focusing on historical ties rather than just new products. Louis Vuitton showcased a 19th-century trunk crafted by a Cantonese maker to emphasize long-standing cultural links. This approach aims to build deeper resonance with consumers who are scrutinizing brand value and seeking meaningful, authentic narratives.
4Kering's Creative Innovation
Kering is positioning Chinese creativity as a core pillar of its future global strategy. By featuring contemporary Chinese art and launching Qeelin Gold, the group is moving away from standard localization tactics. This shift leverages the cultural significance of gold in China to create new, locally relevant luxury propositions for consumers.
5Adidas Localized Production
Adidas now designs over 65% of its products sold in China locally, with 95% manufactured domestically. This strategy has proven successful, as a quarter of these locally developed items have entered the brand's global network. A Chinese-inspired jacket, for instance, sold 12,000 units in North America in just 27 minutes during its launch.
6Nike's Immersive Innovation
Nike is localizing its innovation process by immersing design teams in the daily lives of young Chinese consumers. By observing local activities like trail running and music festivals, Nike tailors materials and silhouettes to specific regional needs. This allows the company to drive product development at the pace of the local market.
7Arc’teryx Circularity Focus
Making its expo debut, Arc’teryx introduced the Sperro SV jacket, developed under its System 0 circular innovation platform. The product features a digital passport for repair and material recovery services. This highlights a growing trend where brands emphasize sustainability and long-term product care to engage with environmentally conscious Chinese lifestyle segments.
8Lifestyle and Beauty Expansion
Brands like Ralph Lauren and L’Oréal are competing for a broader place in Chinese lifestyles. Ralph Lauren created immersive spaces reflecting diverse living styles, while L’Oréal introduced AI-powered beauty technology alongside 28 brands. These companies are combining product innovation with personalized experiences to capture consumers beyond traditional retail and fashion categories.
9Future of Global Strategy
The CIIE has evolved into a vital window for understanding Chinese policy, society, and economic trends. International brands are now using the country as a laboratory for global innovation and talent strategies. Success in this market increasingly depends on the ability to integrate local cultural insights into broader, long-term corporate visions.
Original article: Vogue — Global Brands Pivot Strategy at China International Import Expo