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American high-grade essential oils company dōTERRA, which started off as a small firm with a few dozen employees, found success in China through its participation in the annual China International Import Expo. In just five years, the company has become a major contender in the Chinese market and now has ambitions to make the country its largest consumer base by 2030. With the expo providing a platform to enable connections with other players in the industry, dōTERRA has become more confident about its localization in China. It started with a small 9-square-meter booth at the inaugural CIIE five years ago, but expanded its presence to 200 square meters in 2021 as the value of tentative deals signed with Chinese buyers at the CIIE increased from 380 million yuan ($53.3 million) in 2018 to 1 billion yuan four years later. "Participating in the CIIE is like standing on the shoulders of giants," said Owen Messick, president of dōTERRA China. "Our brand has gained more awareness and the business in China has made new breakthroughs". China is currently dōTERRA's second-largest market. Since the second edition of the CIIE, in addition to showcasing existing products, the company has released new essential oil products with unique Chinese characteristics. "The CIIE has provided us with a tremendous platform to enter the Chinese market, and we hope to bring our best products to this year's expo," said Messick. Many small and medium-sized enterprises like dōTERRA are looking forward to showcasing themselves and establishing partnerships with the Chinese market, according to Messick. "I hope that SMEs can make progress together, seize opportunities, and benefit from China's economic development through the CIIE," he said.
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