Unlocking business acumen: Karcher's journey at CIIE

Renowned German company Karcher signs a purchase order of intent at the fifth CIIE. [Photo/Shanghai Observer]

In 2018, renowned German company Karcher made its debut at the first China International Import Expo (CIIE). Over the past five years, Karcher has been doubling down on the Chinese market and making the transition from being merely an exhibitor to a strategic investor.

Within just six months after the conclusion of the first CIIE, Karcher invested 380 million yuan ($52.14 million) to establish its China headquarters in Changshu, Jiangsu province. This new facility allowed the company to integrate its manufacturing plants, R&D centers, and sales companies, and refine its brand development and operations in China.

By participating in the CIIE, Karcher has broadened its communication channels with its users, established numerous new connections, gained valuable insights into the latest consumer trends, and recognized the significance of promoting localization to meet market demands.

During the fourth CIIE, Karcher introduced an innovative AI cleaning robot, which was jointly developed with a Chinese tech firm. The new product was well-received by Chinese consumers and has garnered widespread praise. With the help of Karcher's global sales network, the new AI cleaning robot was distributed worldwide, and the company has seen its market share expand in several emerging markets.

Reports indicate that the newly inaugurated Karcher Global R&D Center will not only undertake the company's product and technology R&D for both the Chinese and global consumer markets, but also help the company foster deep connections and collaborations with domestic and international enterprises, universities, research institutes, and innovation platforms.

"We are looking forward to joining hands with more industry partners at the sixth CIIE to share the huge opportunities of China's big market," according to Tang Xiaodong, president of Karcher's China unit.