A gust of autumn wind, an autumn rain, is about to usher in the golden autumn of September. The pace of the fifth CIIE is getting closer and closer, and "My Story of Entering the Expo" is also known and concerned by more and more people. A large number of friends who participated in the Expo and paid attention to the Expo used their own sharing to depict a "common memory" of the Expo.
On June 1, we launched the "My Blog Story" campaign, and in July and August, we published a number of excellent works around the themes of "Grand Strategy" and "Big Market". In September, we will continue to share "My Story of Entering the Expo" around the theme of "Big Platform" and tell the "spillover effect" of the Expo making "exhibits become commodities" and "exhibitors become investors".
Let us hold the "Golden Key" of the Expo together in the "Story of the Expo" told, go to the Golden Autumn Covenant, and share the golden future!
Wang Na Director of The Chinese Market Department of Dole
As a leading enterprise in the fruit industry, Dole has been invited to participate in the Expo since 2018, and the two sides have formed an indissoluble relationship, and last year was the fourth consecutive year of participation. At the first CIIE, Dole set up a large booth of 200 square meters in the food and agricultural products exhibition area. The successful holding of many sessions of the Expo has made us feel the dividends brought by the spillover effect of the Expo.
Benefiting from this, we have introduced new products into China, continuously integrated and shared the Chinese consumer market, and seized market opportunities. At the fourth Expo, we launched the Belgian vermilion red beer pear, attracting many domestic buyers to come to the finale, the exhibition has not yet ended, the annual products have been quickly sold out, the grand situation is unprecedented. This gives us more confidence in the Chinese market.
In addition, the world-renowned influence of the Expo has helped Dole establish a good brand image. Since the fourth CIIE, we have received the attention of thousands of authoritative media from home and abroad, and the brand awareness of Dole has been greatly enhanced. According to the "Fourth CIIE Communication Influence Report", Dole has become the fourth brand in the communication popularity of the agricultural products zone.
The Expo has also injected more commercial vitality into Dole. With the help of the four major platforms of international procurement, investment promotion, people-to-people exchanges and open cooperation of the Expo, Dole has efficiently expanded the "circle of friends". Over the past few years, the Dole booth has hosted many leaders of the Chinese central government, local provincial and municipal governments, reached intentional cooperation with hundreds of enterprises, and become the official fruit partner of Shanghai Disney Resort.
After participating in many consecutive sessions of the Expo, I really feel that the Expo is like a catalyst, promoting the transformation of exhibits into commodities and commodities into explosive products. At the second Expo, our star products - super sweet banana and golden pineapple became popular, and many consumers will point to the pineapple with the Dole trademark in the supermarket and say, "This is the golden pineapple at the Expo!" "At the third CIIE, we brought Brazilian melon and Philippine avocado to the Chinese market for the first time, which greatly improved the visibility of these two types of products among Chinese consumers. Among them, the Philippine avocado was just allowed to be exported to China in 2020, which is another successful practice of cooperation in the agricultural field between the Philippines and China under the "Belt and Road" initiative, and also appeared on the cover of the brochure on exhibits.
As a globally shared exchange and cooperation product, CIIE has cut a large number of high-quality "world fruits" for the "Chinese fruit plate". As China's fruit access has maintained rapid growth in recent years, a series of trade facilitation policies at the Expo have also put the approval process for fresh fruit imports in more countries and regions on the fast track. In addition, at present, some imported fruits have accelerated the inspection speed with the support of China Customs, simplified the customs clearance process, and greatly improved the speed of customs clearance, which not only ensures the freshness of the fruits, but also reduces the cost of enterprises. These policy dividends have provided Dole with more opportunities to enter the vision of Chinese consumers and realize the "world fruit basket" into thousands of households.
Today, China has become one of dole's important markets in Asia, and we are very optimistic about the high-quality business environment and the open Chinese market, and continue to increase investment in China and nurture new business forms. This year we have built new distribution centers in Guiyang, Chengdu and Chongqing, and deep ploughing into the southwest market will be one of our next important strategies, and we are confident of taking root in the Chinese market.
In fact, Dole has signed a memorandum of understanding on long-term participation and cooperation for the next three years during the fourth CIIE. This means that not only the fifth CIIE, but at least in the future, the sixth and seventh CIIE Will also participate in it and grow together with the CIIE. At present, we are actively preparing for the fifth CIIE, and this year will bring more new products and high-quality exhibits. In addition, we will also cooperate with Universal Pictures to launch a new product packaged by the famous IP "Minion" series at the Expo. Regarding the booth design, we will follow the green, environmentally friendly and sustainable design concept, integrate Dole's vision of paying attention to the earth, integrating human beings and development into it, and bringing the brand promise of "achieving 0 plastic packaging by 2025 and carbon neutrality of its own system by 2030" to Chinese consumers.
Na Wang, Director of Dole China Market, has more than 10 years of experience in brand building, marketing and public relations management, planning and landing a number of large-scale brand and public relations projects. He has led the company's team to participate in the Expo for three consecutive years.
Participate in the "My Blog Story" call for:
No matter in what capacity you or your institution have participated in, experienced, witnessed the bits and pieces of the previous CIIE, or personally felt the changes that the CIIE has brought to work or life, you are welcome to tell us the stories you have experienced or known.
How to participate: Click "Read the original article" or scan the QR code below.