"As an exhibitor, I don’t think I can ask for more,” said Attila Krizsan, the Senior Director of Canada, EMEA, Asia and International Parts at GE Appliances, a Haier Company, during a busy Wednesday afternoon at the company booth, as part of the first China International Import Expo in Shanghai.

General Electric Appliances (GE Appliances) is an American company with a history of over 100 years, specializing in home appliances. “Throughout those 100 years we gave multiple inventions to the world - the first electric cooker, the first self-cleaning range and the first refrigerator which can brew coffee,” explained Krizsan.

Although the company has been to China before, Krizsan explains that since GE Appliances is now working inside of Haier Group, access to the Chinese market has become easier. “Now, we’re exploring how we can bring American lifestyle products to the Chinese market, the quality we have and the safety in what we have in the products.”

One product which has drawn attention to the booth is a refrigerator which also brews coffee. Visitors queue up, eagerly awaiting their turn to give it a try.

“The booth is full; people love to see or touch the product, experience the coffee, people are pulling out drawers - as an exhibitor I don’t think I can ask for more.”

Krizsan explained that the CIIE is a brand new opportunity and the first time that many companies have been able to exhibit in China.

“This is probably the best opportunity for a company that makes most of their products outside of China while trying to bring these products into the local market. It creates an opportunity not just to show our products to consumers and get feedback, but also to work with local partners. We have been very fortunate to start discussions with people not just from Shanghai but from outside of Shanghai as well.”

GE Appliances was bought over by conglomerate Haier, a Chinese company, in 2016, and has gone from strength to strength ever since.

“Right from the starting point this [purchase from Haier] has been highlighted as an opportunity. We, in the last few years, have been extremely busy trying to figure out what would be the right product, testing out different versions, what would work well and what would not work for Chinese consumers.”

Krizsan said that China is the biggest market on earth, “Chinese expectations and lifestyle are changing in many ways. We believe our products could be an excellent choice for consumers here in China.”

Krizsan noted that as a company it’s essential to be both global and local - saying in today’s world, globalization and localization go hand in hand.

“Consumers all around the world expect your company to be local, figuring out - is this the taste I want, I want to make sure I can contact someone, I can call up someone if I have a problem. This is something that I think we’re able to promise in the Haier group here.”

The company have opened 25 showrooms around the country and have a Chinese service center so local people can phone up and talk to someone if they have any queries.