Forging friendships, not just contracts

The China International Import Expo played a key role in enabling the establishment of business ties between China's COFCO W&W International and German brewer Feldschloesschen. Since 2018, when they inked a cooperation agreement at the first CIIE, the two enterprises have forged a long-term partnership.

According to Alex Kleon, general manager of TCB Beverages, Feldschloesschen's parent company, the strong wheat aroma and authentic taste of the German beer at that first CIIE was hailed by buyers and consumers alike — including COFCO. The two agreed on a strategic cooperation agreement, which shifted COFCO from a buyer to trader. Since then, Feldschloesschen's beer portfolio has been retailed in more than 500 shops across the country.

In 2019, Feldschloesschen's sales grew nearly 40 percent, achieving more than 100 million yuan ($13.69 million) in single product sales and capturing a strong share of China's imported beer market.

"China is the world's largest beer producer and consumer. Through the CIIE, we have gained the most direct understanding of the potential of the Chinese market, as well as the strength and sincerity of Chinese enterprises, which has given us more confidence," said Kleon.

COFCO has since utilized the CIIE to expand and establish cooperation with other beverage makers, including Chateau de Viaud from France and Chile's Carolina Wine Brands.

"Since the first CIIE, our purchasing scale has continuously increased, with a significant rise in the number of cooperative suppliers and transaction amounts," said COFCO executive Bu Zhaohui.

"The CIIE has become a touchstone for overseas companies to enter China. Through this window, they see China's determination and confidence in actively opening its market to the world and sharing development opportunities. Although each enterprise has different specific fields, their common link in communication is 'Chinese market,'" Bu added.

With the rapid development of digital technology in recent years, new consumer patterns and services have emerged, changing the sales model of businesses. Leveraging the platform of the CIIE, Feldschloesschen has established its digital development strategy, while COFCO has also adjusted its trade services to support the German brewer's transformation and upgrading.

"The CIIE is a window for China to build a new development pattern, a platform to promote high-level opening-up, and an international public product for global sharing. Guided by this concept, we share the dividends of the Chinese market with overseas companies and use 'Chinese wisdom' to help them achieve high-quality development in keeping with the times," Bu said.

Apart from business cooperation, Feldschloesschen and COFCO have reinforced their friendship through cultural exchanges.