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C2 Jing’an Tuesday 24 November 2020 Shanghai Daily

Import expo highlights lifestyle and leisure

From C1 Environmentally friendly lifestyle

Sports Swedish home furnishing retailer IKEA
built a “sustainable home” at its CIIE booth.
This year’s expo featured a special The 360-square-meter home, featuring a
section for sporting goods and competi- living room, bedroom, kitchen, bathroom
tions in the consumer goods exhibition and other living spaces, is made of recycled
area that covered 7,300 square meters. materials.
It attracted many international sport- Materials recycled from last year’s expo
ing event organizers, athletic brands were used to create interior decorations such
and sports technology companies, such as curtains and lamps.
as Nike, Decathlon, the NBA, Yonex and Additionally, a new food storage and waste-
Nintendo Switch. sorting system was displayed in the kitchen,
Yonex built a small badminton court as well as an energy-saving automated tem-
at its booth. Badminton has become perature sensor and controlling system.
one of the expo’s most popular sports, Jin Di, public relations director of IKEA
and Yonex invited two-time Olympic China, said the company has been promoting
champion Lin Dan and former women’s green and sustainable living for years, and
singles world champion Wang Yihan to was a CIIE “green development partner” for
participate. the second year.
Stringing master Zhang Kui showed In July, IKEA opened its first urban Chinese
visitors the finer points of badminton- store in the downtown Jing’an Temple area
racket stringing with a new machine that in Jing’an.
was supposed to make its debut at this The three-story, 3,000-square-meter outlet
year’s postponed Tokyo Olympics. on Nanjing Road W. set out to attract more
repeat customers than its suburban Chinese
locations.
Shoppers can scan a barcode on any of the
store’s 3,500 items for product details and
to place orders. The outlet has become an
“Internet celebrity” site in Jing’an.
IKEA plans to add more stores in Shanghai,
the Guangdong-Hong Kong-Macau Greater Bay
area and in cities such as Fuzhou, Nanning
and Kunming.
It will invest 200 million yuan in China
to optimize product manufacturing, design
and logistics. IKEA builds a “sustainable home” at its CIIE booth. — Ti Gong
Stringing master Zhang Kui shows
visitors the finer points of badminton- Fashion and cosmetics
racket stringing at Yonex’s CIIE booth.
— Ti Gong

Inditex’s showroom at CIIE — Ti Gong
Hot spots in postcards

A map of the city’s most popular
destinations located close to Metro
lines was a hit with CIIE attendees.
Xu Chenyao, who works for the
city’s Metro operator Shentong, said
people often ask her to recommend
places to visit around town, so she
decided to create a leaflet to better
serve visitors.
In it, she lists the city’s most iconic
destinations, such as Shanghai Dis-
neyland, Yuyuan Garden and Jing’an
Temple.
She also included Shanghai special- Over the six-day expo, Swiss watch WeChat, Douyin and Xiaohong-
ties such as xiaolongbao (steamed and jewelry manufacturer Richemont shu have become major promotional
buns) and baizhanji (sliced cold displayed many of its world-famous channels for Inditex and other global
chicken). brands, including Cartier, Montblanc, companies in China.
“With this leaflet, visitors can
locate Metro stations and enjoy the Vacheron Constantin and Piaget. L’Oreal’s China is now French beauty giant
At its booth, interactive technology
city’s flavor,” Xu said. “The last page was used to create a 360-degree Cartier Perso, L’Oreal’s second-biggest market, and the
company is expediting the introduction
of the leaflet is designed as a post- the first
card that visitors can take it home jewelry hologram. personalized of new brands, products, business for-
as a souvenir.” Richemont also presented two docu- makeup mats and technologies in the country.
mentaries made with Beijing’s Palace robot — Ti At the expo, L’Oreal debuted Perso,
Museum, which houses exquisite an- Gong the first personalized makeup robot
tique clocks and jewels. that uses artificial intelligence to pro-
Guillaume Alix, CEO of Cartier Dutti and Oysho — at the expo. The duce skincare and makeup products.
China, said the brand hopes to deepen company displayed clothing, acces- Zhang Fan of L’Oreal said with Perso,
its bond with China and promote ex- sories and household products at its people use an app to take a photo and
changes between Chinese and Western 504-square-meter exhibition booth to within seconds the robot can detect
civilizations. highlight the company’s concept of im- their skin tone and texture and produce
Richemont China CEO Jenny Gu said proving people’s quality of life. the appropriate lotion.
CIIE serves as an indispensable plat- Inditex officials said the textiles Earlier this year, makeup giant May-
form for multinational companies to manufacturer hopes to leverage China’s belline — now part of L’Oréal — opened
Xu promote their brands and facilitate their rapidly growing online retailing and its first global concept shop on Wujiang
Chenyao’s development in the Chinese market. marketing trends. China has become Road in Jing’an. The store uses aug-
map Spanish textiles manufacturer Indi- one of the company’s biggest markets, mented reality technology that enables
tex promoted four of its most popular which is leading the world in new mar- customers to see which makeup foun-
brands — Zara, Zara Home, Massimo keting and sales concepts. dations best suit them.