At the French Pavilion of the 2024 China International Fair for Trade in Services (CIFTIS), a cross-cultural creative celebration is quietly taking place. Attention is captivated by two meticulously designed products: a hair care product whose packaging incorporates elements of Sun Wukong, the famous Chinese animated character, thus marrying Chinese cultural heritage with the liveliness and innovation of modern design. The other product, known as the “Chinese energy bar,” delights the palate while standing out with a unique packaging design.
These products, which were first presented at CIFTIS, are a testament to the careful planning and promotion by Bonjour Brand, a company that facilitates partnerships between French and Chinese designers and creators. The company invited internationally renowned designers to develop these limited editions. These designers not only refreshed the image of the products, but also subtly merged the cultural essences of the two countries, making these products particularly remarkable on the international stage of CIFTIS.
Themed “Global Services, Shared Prosperity”, CIFTIS 2024 opened in Beijing on Thursday. More than 80 countries and international organizations are holding exhibitions from the 12th to the 16th of the month, with France as the guest of honor, a special national pavilion having been erected to showcase French expertise in the field of services and the excellence of French companies in various sectors, such as events, lifestyle, agri-food, health, insurance, legal, energy and aeronautics.
According to the French Embassy in China, this participation underlines the importance of the service sector for the French economy. France, one of the world’s leading exporters of services, is recognized for the expertise of its companies in this field. Services represent 30% of French trade and employ eight million people in the country, thus constituting a powerful factor of collaboration and exchange with international partners, while attracting foreign investors through various activities.
Yang Jing, founder of Bonjour Brand, told Xinhua: Chinese brands need to fully understand the world, and conversely, the world needs to understand China. This is especially crucial in the field of service trade, where communication and mutual understanding are essential.
He added that currently, the French market is increasingly placing importance on quality products at reasonable prices. The challenge lies in being able to cross the cultural barrier to allow foreign consumers to realize that our attention is not limited to factory production and sales, but also encompasses the quality of their daily lives. “Therefore, we must clarify our goal: to use this international platform that is CIFTIS to allow the world to understand and accept more Chinese brands.”
Lan Zhenzhen, President of Public Affairs for L’Oréal in North Asia and China, said: “At CIFTIS, we presented ‘Notre-Dame de Paris, the Augmented Exhibition’, launched jointly with the National Museum of China. Using augmented reality technology, we created a digital replica of the cathedral, offering a virtual vision of its authentic artistic beauty. Visitors can witness the glorious moment of Napoleon’s coronation at Notre-Dame, explore the secrets beneath the splendor of the rose windows, and discover the latest advances in the restoration of this world heritage site, thanks to the joint work of experts from various countries, including China.”
She continued: “We hope that beauty will serve as a link to promote mutual understanding between peoples and cultural exchanges between China and France. On the basis of economic and trade cooperation, we hope to add a dimension of soft power. We are also very optimistic about the Chinese market environment and the potential of Franco-Chinese cooperation in trade in services.”
Inès Ginon, President of GL events Greater China, also highlights the crucial importance of Franco-Chinese cooperation in the events sector, which she considers to be a driver of economic growth and business development. “For more than fifteen years in China, the company has demonstrated excellent collaborations, both with public and private partners”, which strengthens trade between the two nations. In addition, she describes CIFTIS as an essential platform for connecting players in the global trade in services, thus facilitating the sharing of innovations and the acceleration of international business.
In her interview, Ms. Ginon highlighted the significant impact of innovative technologies, such as artificial intelligence and virtual reality, presented at CIFTIS, on her sector of activity: “As an events company, we naturally use all these technologies to improve the customer experience on site. Artificial intelligence will be a key element to communicate more smoothly and quickly during these events.” She adds that these technologies open up new avenues of development for GL events, allowing the company to better meet the demands and challenges of a rapidly evolving market.
Xia Xueying, Vice President of Schneider Electric, said: “China’s continued expansion of opening-up provides unprecedented opportunities for companies like Schneider Electric. China promotes high-quality development through high-level opening-up, creating a world-class business environment. This allows us to leverage China’s vast market and well-established industrial chains to accelerate technological innovation and service improvement.” She pointed out that Schneider Electric, as a witness, participant and contributor to reform and opening-up, has been deeply rooted in China for 37 years, and mentioned the inauguration of a new service center for the Chinese market at this CIFTIS.
Regarding CIFTIS and China’s innovative development path, Ms. Xia said: “The fair has become a vivid reflection of the high-quality development of China’s service industry and service trade, significantly enhancing the confidence and participation level of global enterprises. Schneider Electric has participated in it for the fifth consecutive year, bringing continuously improved professional services every year.”
As the world’s first international exhibition platform focusing on trade in services, CIFTIS has successfully held ten sessions, attracting over 900,000 participants and exhibitors from 197 countries and regions, consolidating its role as a leading showcase for global innovation and services. The active participation of various French companies such as Schneider Electric demonstrates the continued importance and attractiveness of the Chinese market and its international trade platform.