Interview: Swiss natural care brand seeks to deepen China presence through CIIE

FRUTIGEN, Switzerland, Nov. 5 (Xinhua) -- For Swiss natural care brand Puralpina, the China International Import Expo (CIIE) is more than a trade fair. It is a platform to connect with Chinese consumers and build a lasting presence in the market.

"We don't want to only sell products. We also want to tell the Puralpina story in China," CEO Silvan Schmid said in a recent interview with Xinhua, ahead of the company's participation in the ninth CIIE, scheduled for Nov. 5 to 10 in Shanghai.

Founded in 1992, Puralpina is a family-owned business specializing in natural care products, best known for its marmot herbal ointment. The company entered the Chinese market last year, initially through cross-border e-commerce.

Schmid said the company's connection with China began with Chinese tourists visiting Switzerland. They discovered Puralpina's products during their trips and brought them home, introducing the brand to more Chinese consumers.

"One funny thing about the Puralpina story is that the Chinese discovered the marmot ointment in Switzerland before we went to China," Schmid said. The product's growing popularity among Chinese tourists, along with support from a reliable Chinese partner, eventually encouraged the company to explore the market.

Puralpina debuted at the CIIE last year. The event gave the company an opportunity to meet Chinese consumers face-to-face, listen to their feedback, and better understand the local market.

The company said its first appearance at the expo helped it grow in China and gain a larger social media following. It plans to return this year with a broader product portfolio, including a new edelweiss-based product line alongside its marmot ointment range. Its booth will also expand from six square meters last year to nine.

Puralpina has long valued direct communication with consumers, Schmid said, noting that the company regularly participates in trade fairs and markets in Switzerland. For a brand entering a new market, such personal interaction is particularly valuable.

In Schmid's view, Chinese consumers place great importance on product quality and safety. Puralpina's handcrafted products, made with 100-percent natural, locally sourced ingredients and without preservatives or additives, meet these preferences.

He believes the brand's story can resonate with Chinese consumers as it does with Swiss customers, with people in both markets looking for authentic, natural products.

Commenting on the completion of negotiations on an upgraded free trade agreement between China and Switzerland, announced in August, Schmid said the development would benefit businesses in both countries, particularly small enterprises like Puralpina.

Free trade creates opportunities for cooperation and opens new business prospects, he said, adding that greater openness matters for companies seeking to expand internationally.

"China is a huge market that we want to explore," Schmid said, "and this is a journey for us."