SFC, 21st Century Business Herald Correspondent Li Yinong

The 9th China International Import Expo (CIIE) will take place at the National Exhibition and Convention Center (Shanghai) from November 5 to 10. Returning for the ninth consecutive year, Bailian Group will once again participate in the CIIE in its dual capacity as both an exhibitor and a buyer. Through a series of exhibitions, product launches, industry exchanges and consumer engagement initiatives, the Group will further strengthen connections between global resources, innovative retail experiences, international brands and China's consumer market, while exploring new opportunities to revitalize time-honored Chinese brands.

This year, Bailian Group presents "the bálancing – A New Destination for Next-Generation Consumer Experiences" at Booth B3-03 in Hall 6.2H, covering approximately 1,000 square meters. Under the exhibition theme "MYRIAD PRISM – Envisioning a New Connected Retail Ecosystem," the showcase brings together the Group's diverse business formats and global brand resources. Through themed installations, AI-powered interactive experiences, light and digital art, product debuts and industry dialogues, Bailian will explore new possibilities at the intersection of technology, art and commerce.

Beyond the exhibition, the Group will also roll out a series of initiatives under its "Bailian Global Selection" integrated marketing campaign, alongside programs to rejuvenate time-honored brands, facilitate procurement partnerships among major retailers and introduce ticket-stub-linked consumer benefits. These initiatives aim to bring the resources and opportunities of the CIIE closer to everyday consumers.

A Prism of Possibilities: Creating New Consumer Experiences

Inspired by the geometric forms of a prism, this year's the bálancing exhibition space brings together global products, lifestyle aesthetics and digital technology. Six themed zones showcase a diverse range of categories, including fashion, fragrances, specialty gifts, museum-inspired cultural and creative products, watches and eyewear, and artistic furniture. Through imaginative combinations of products and lifestyle scenarios, the exhibition illustrates how commerce and everyday life can enrich one another.

Global brands and local culture converge throughout the exhibition.

The "Fashion in Motion" zone features approximately 180 designer fashion pieces, premium accessories and pet lifestyle products from 45 brands across nine countries and regions.

The "Fragrance Moments" zone brings together more than 160 lifestyle products, including perfumes and home fragrances, from 21 brands across 10 countries and regions.

The "Gifts from Shanghai" zone, developed in collaboration with the Consulates General of the United Kingdom and France in Shanghai and Shanghai Customization, presents a curated selection of British craftsmanship, French elegance and Chinese artisanal gifts. Highlights include premium porcelain, high-end audio equipment, fine barware, collectible bicycles, gold and jewelry, and creative lifestyle products.

Culture, creativity and design aesthetics add further depth to the retail experience. The "Rooted in Nature" zone showcases The Summit of the World Tree, a cultural and creative collaboration with the Shanghai Museum, bringing traditional Chinese culture closer to consumers through products designed for everyday life.

The "Titanium Vision" zone features titanium eyewear by Poetry Titanium, demonstrating how innovative materials can inspire new possibilities in fashion design. Meanwhile, the "World in Flow" zone integrates artistic furniture and fashion watches into its presentation, exploring the connections between artistic design and everyday living.

Beyond its diverse product offerings, the exhibition incorporates AI technology and digital art to create more interactive and imaginative consumer experiences.

An AI-powered digital art installation, co-created with renowned digital artist Tango as the creative initiator, invites visitors to participate in the artistic process. Their contributions generate unique digital artworks displayed on a giant triangular prism screen, immersing visitors in a futuristic digital environment.

The exhibition also introduces new possibilities for personalized shopping experiences. In the "Fashion in Motion" zone, visitors can interact with a voice-enabled AI system by entering their styling preferences and the occasions they are dressing for. AI then analyzes their inputs to generate personalized outfit visualizations.

In the "Fragrance Moments" zone, scent is translated into visual expression. As visitors pick up fragrance products, color gradients and particle animations transform the olfactory experience into vivid visual representations.

An immersive light show themed "Bailian: Growing with the City, Walking Alongside Life" will also be presented, tracing the shared journey of Bailian and Shanghai as the city continues to evolve.

Innovation from the Group's own businesses will also feature prominently. Fenzi Pharmacy, an innovative brand under First Pharmaceutical, will offer herbal tea tastings at the Bailian exhibition space, showcasing how a time-honored Chinese brand is embracing younger consumers through product innovation.

Sanlian will participate in the Shanghai Pavilion with its "Customized Smart Eyewear for Specialized Refractive Needs" project. Combining its century-old expertise in eyewear fitting with digital technology, the initiative explores tailored smart eyewear solutions for people with specialized vision requirements.

Meanwhile, Bailian Technology and Innovation will participate in the CIIE Innovation Incubation Zone under the theme "AI + New Retail Scenarios." Three experiential spaces—Smart Supermarket, Interactive Retail Experiences and AI Health Station—will demonstrate emerging applications of embodied intelligence, AI agents and wearable devices across retail, healthcare and commercial services.

Bringing Global Innovations to China and Unlocking Brand Potential

Global products and exciting launches will take center stage at the exhibition.

On November 8, the Bailian the bálancing booth will host two new product launch events. PHUTAWAN’s Tropical Rainforest Perfume Collection from Thailand will make its China debut, while the Feng Chen Wang × Under Armour collaborative footwear collection will be unveiled in China for the first time, showcasing a fusion of traditional culture and contemporary sports style.

The "World in Flow" zone will feature the China debut of the NOMOS Glashütte Metro Ice Blue Date Power Reserve watch, alongside a globally limited-edition gold classic chair created to commemorate the 100th anniversary of the birth of legendary designer Verner Panton.

In addition to product launches, Bailian will organize a series of industry discussions exploring the integration of technology, art and commercial spaces.

On November 6, the exhibition will host a roundtable discussion titled "In the Age of AI, How Can Technology and Art Together Shape the Future of Digital Retail Spaces?" Participants will explore how AI-powered interactions and digital art can be integrated into physical retail environments. An artist salon titled "Titanium as the Foundation, Craftsmanship as the Attitude" will also take place.

On November 7, two roundtable discussions will focus on global open innovation and emerging opportunities for physical retail, with particular attention to the future healthcare industry and the development of offline commerce.

On November 9, the exhibition will present "A Fragrant Journey Through Poetry: The Stories of the Silk Road and a Perfume-Making Workshop." Perfume experts will guide visitors through the cultural stories and fragrance traditions associated with the Silk Road.

From global product debuts and cross-disciplinary design to digital art and industry dialogue, Bailian is leveraging the CIIE platform to connect international brands, innovative technologies and commercial resources. The exhibition will serve as an important platform for global brands to introduce new products, explore partnerships and engage with the Chinese market.

Connecting with the World, Bringing Global Finds to Consumers

The CIIE is not only a showcase for global product innovations, but also an important platform for international brands to connect with China's market and for high-quality imported products to reach consumers.

During this year's Expo, Bailian Group will launch its "Bailian Global Selection" integrated marketing campaign, bringing together multiple business formats across the Group. The initiative will extend imported products, brand launches, specialty dining, cultural and creative products, and artistic experiences beyond the exhibition venue, creating an expanded consumer experience and a "second CIIE destination" throughout the city.

Lianhua, participating in the CIIE for the ninth consecutive year, will continue leveraging the global direct-procurement resources accumulated through the Expo to bring imported products into everyday consumption. These include Danish household favorites such as the iconic blue-tin cookies.

Bailian Co., Ltd. will collaborate with Shanghai Customization and the Consulates General of France and the United Kingdom in Shanghai to present a curated selection of international gifts and premium products.

The highly anticipated Cristiano Ronaldo Museum is set to open on the third floor of Building C at First Department Store, bringing an attraction for football fans to the city.

The the bálancing buyer's store will introduce China-exclusive fragrance and collaborative apparel launches. Fenzi Pharmacy under First Pharmaceutical will offer limited-edition co-branded beverages, while Sanlian will launch cultural and creative products and co-branded merchandise under the "Bailian – The Summit of the World Tree" theme.

Yike convenience stores will introduce a series of new products as part of their "Sweet & Spicy Thai Season" campaign, while Bailian Asset Management will present an immersive Chinese-style art exhibition featuring works by renowned artist Dai Dunbang.

From exhibition showcases to in-store sales, and from international brand debuts to the everyday availability of imported products, Bailian is leveraging the synergies of its diverse business formats to extend the CIIE consumer journey and build closer connections between global resources and the domestic market.

Celebrating Chinese Brands, Revitalizing Time-Honored Names

Time-honored brands are an integral part of Shanghai's commercial and cultural heritage, as well as an important source of inspiration for consumer innovation.

In conjunction with the CIIE and the Double 11 shopping season, Bailian Group is bringing together its time-honored brands and businesses across multiple retail formats to introduce innovative products, cultural experiences and promotional initiatives. These efforts aim to broaden consumer choices and stimulate market vitality.

During the Expo period, from October 30 to November 15, First Department Store will offer a range of special promotions. Selected beauty products will be available at discounts starting from 22% off. Gold jewelry purchases will enjoy first-gram discounts of up to RMB 150, while selected set jewelry will be offered at discounts starting from 72% off. Autumn and winter apparel, including cashmere and down jackets, will be available at discounts starting from 70% off, while selected small household appliances will be offered at 35% off.

The store will also introduce special dining and entertainment packages, as well as group-buying offers on gold products. These promotions will be complemented by additional discounts and ticket-stub benefits through Huangpu District consumer vouchers and the Lianlian GO platform.

On November 7, First Department Store will host a cultural and artistic salon titled "United by Heart: Xinjiang and Shanghai, Connected by Mountains and Seas." Through dance appreciation, cultural interpretation and on-site instruction, the event will offer consumers an opportunity to experience the distinctive cultural heritage of Xinjiang.

Shanghai Fashion Store will run a CIIE ticket-stub promotion from November 1 to 30, allowing visitors to redeem a RMB 30 discount voucher on purchases of RMB 300 or more by presenting their CIIE admission ticket.

Specialty retail businesses will also introduce a range of consumer benefits.

First Pharmaceutical will launch an anniversary promotion, with discounts starting from 67% off on selected products, alongside offers such as a RMB 50 Bailian voucher for purchases of RMB 500 or more (excluding medicines).

From October 31 to November 30, the "Song of Flowers and Music" pop-up cultural event, themed around the landscapes and culture of the Americas, will take place at the "Bailian – The Summit of the World Tree" concept store. Through Mexican cultural displays and specialty product showcases, the event will bring a richer cultural experience to the retail environment.

During the CIIE, customers can also enjoy selected promotions, including RMB 400 off designated lenses on purchases of RMB 1,000 or more, as well as special offers on selected contact lenses.

From product innovation and cultural experiences to cross-business promotions and ticket-stub-linked benefits, Bailian's time-honored brands and diverse retail businesses are continuing to strengthen their connections with contemporary consumers through innovation in products, experiences and services.

Deepening Open Cooperation and Sharing the CIIE's Spillover Benefits

The CIIE also serves as an important platform for global brands and domestic retailers to connect on procurement opportunities and deepen industry cooperation.

As the chairing organization of the Shanghai Trading Delegation's Large Retail Buyers Alliance, Bailian Group will continue leveraging its extensive retail resources to facilitate partnerships between international brands and domestic buyers.

On the morning of November 8, Bailian Group will host the Centralized Procurement Signing Ceremony of the Large Retail Buyers Alliance at the 9th CIIE. The event will bring together alliance members, overseas manufacturers and brand representatives for a series of procurement agreements. It will also feature corporate and brand presentations, as well as discussions on green consumption.

Since its establishment in 2018, the alliance has continued to expand its membership and now comprises 45 member companies spanning different retail formats and distribution channels.

By leveraging the CIIE as an open platform, the alliance aims to further facilitate exchanges and cooperation between international brands and domestic retail enterprises, expand procurement channels and create new opportunities for market collaboration.

Enhancing Supporting Services and Contributing to the City's CIIE Experience

Bailian is also strengthening its supporting services to help ensure a convenient and enjoyable experience for CIIE participants.

For the seventh consecutive year, Yike's mobile catering truck will return to the Expo, providing food and refreshments for exhibitors, visitors and Chinese and international journalists. Its offerings will include energy meal sets, popular snacks, specialty beverages and the signature butterfly pastries from the Shanghai International Hotel.

For the first time, the mobile catering truck will also collaborate directly with the Bailian exhibition space. Visitors can collect exclusive vouchers at the Bailian booth and redeem them for discounts on meal packages at the truck.

Bailian's Lianlian GO platform will continue offering CIIE ticket-stub-linked benefits. From November 1 to 15, visitors and Chinese and international journalists at the Media Center can upload their CIIE admission credentials through the iBailian APP or the Lianlian GO mini-program to receive coupons covering multiple retail and service categories.

At the "AI YOUNG Life" booth within the "AI Shanghai" exhibition area at the CIIE Media Center, a limited-time Lianlian GO pop-up interactive station will also be available. Participants who scan the QR code and try the AI-powered ticket-stub recognition application will receive additional merchandise featuring the Doudou IP character.

Nine Years Together, Moving Forward Through Openness

Over nine consecutive years, Bailian Group has continued to explore new ways to connect the CIIE platform with local commerce—from showcasing global products and innovating consumer experiences to fostering international brand partnerships and revitalizing time-honored Chinese brands.

As the chairing organization of the Shanghai Trading Delegation's Large Retail Buyers Alliance, Bailian will further strengthen its role as a bridge between global brands and China's consumer market, bringing together resources across the retail industry and deepening international cooperation.

Building on the CIIE's ability to bring together global resources, Bailian Group will continue working to integrate high-quality international products, innovative technologies and diverse consumer experiences into urban commerce. Its goal is to bring more of the world's best products closer to Chinese consumers while enabling time-honored brands that carry the city's collective memories to embrace renewed vitality through innovation and development.