On November 5,MKsport nearly 3,500 exhibitors gathered in Shanghai for the seventh China International Import Expo (CIIE). As a leading global health technology company, Philips made a striking appearance with a diverse range of medical and personal care products.

Innovative solutions empowering Healthy Living

During its seventh consecutive participation in the CIIE, Philips showcased three globally launched products: the on-the-go Shaver, the entry-level DiamondClean 3 Pro Sonicare Electric Toothbrush, and the Series 7 Air Hair Dryer. In addition, the company highlighted various flagship offerings designed to enhance oral health and personal care.

Philips showcases three globally launched products: the on-the-go Shaver, the entry-level DiamondClean 3 Pro Sonicare Electric Toothbrush, and the Series 7 Air Hair Dryer

"Our innovations displayed this year reflect our deep understanding of local consumer needs and our commitment to innovation," stated Ms. Deeptha Khanna, Executive Vice President and Chief Business Leader Personal Health, and a member of the Royal Philips Executive Committee. "Philips has, for the fifth consecutive year, been recognized as a 'Top Brand' by Yicai and the No. 1 personal care brand recommended by Chinese consumers for the third year in a row—recognition that underscores the impact we're making in empowering people's personal care rituals that support their health and well-being for the long-term." At CIIE, Philips aims to showcase how its health technologies can address the evolving health needs of consumers.

According to Jalin Wu, Senior Vice President, General Manager of Personal Health, Philips Greater China, Chinese consumers are becoming increasingly health-conscious, prioritizing prevention over treatment. Their preferences are becoming younger, more routine-based, and more refined. To meet these demands, Philips not only introduced flagship products but also brought back the beloved "Philips Healthy Living Lab," which allows customers to interact with the latest technology behind its offerings. This initiative makes previously invisible health tech tangible and encourages customers to establish healthy personal care habits.

Since the first "Philips Healthy Living Lab" opened in Shanghai in 2022, Philips has collaborated with various partners outside the industry to promote localization and the development of healthy lifestyles. At the CIIE, Philips unveiled its new vision of "Better Care for More People," aimed at improving human health and well-being through meaningful innovation while reaffirming its long-term commitment to the Chinese market.

Face to Face Dialogue between Deeptha Khanna (left) and Jalin Wu

As a key platform for China's opening-up to the world, the CIIE presents valuable opportunities for global companies. Through engagement with government agencies, industry leaders, and potential clients, Philips can accurately gauge market trends in China and the needs of Chinese consumers, enabling it to provide targeted strategies and optimized services.

Since the inaugural CIIE in 2018, Philips has consistently participated every year. As the CIIE grows in scale and influence, its spillover effects continue to expand, allowing Philips to strengthen relationships with local business partners. "Just an hour ago, we signed a significant deal with Genertec Xinxing Group Co., Ltd., marking our sixth consecutive year of agreements at the CIIE and taking our partnership to the next level," Jalin noted on November 6, adding that this collaboration has also established Genertec Xinxing as a benchmark enterprise in the central state-owned e-commerce sector.

China innovations boosting global growth

By delving deeper into the Chinese market's potential and exploring new product forms through customized R&D and joint brand cooperation, Philips aims to offer comprehensive services and enhanced products to Chinese consumers while bolstering its brand's commercial value.

Last year, Philips celebrated its 100th anniversary of entering China. The company established its presence in 1923 with the founding of "Philips China Company" at the Consulate General of the Netherlands in Shanghai, marking the beginning of its journey in China. Following China's Reform and Opening-up policy in 1978, which welcomed significant foreign investment, Philips quickly established its first joint venture in Beijing in 1985, kicking off its "in China, for China" strategy.

With a steadfast commitment to the "in China, for China" approach, Philips is dedicated to further investing in China and becoming a truly "local" global company. Today, the Chinese market ranks as Philips' second-largest market.

"The openness and innovative capacity of the Chinese market are truly exciting. As we embark on our second century in China, we are accelerating local innovation, manufacturing, and services, aligning with our 'in China, for China' strategy, and closely collaborating with the local ecosystem to enhance our presence," Deeptha said.

Headquartered in Shanghai, Philips established three innovation centers in China in 2022. The Shenzhen Innovation Center focuses on developing personal health products tailored for Chinese consumers, while the Zhuhai Health Technology Industrial Park showcases Philips' world-class manufacturing and quality management capabilities in B2C. Additionally, through the "Philips Healthy Living Lab," consumers can experience Philips' unique health technology and enjoy periodic health management services and customized product offerings, promoting a warm, health-focused lifestyle.

According to Jalin, leveraging Philips' global leadership in health technology has resulted in rapid growth for its personal health business in China, particularly in male grooming, oral health care, and beauty. With the vision of "Better Care for More People" and a consumer-centric approach, Philips integrates advanced technology with quality design to create products that cater to diverse daily needs.

Sustainable initiatives supporting circular economy

In the 2024 Report on the Work of the Government, the Chinese government outlined its goal of striving to modernize the industrial system and developing new quality productive forces at a faster pace for the first time. This includes not only productivity driven by technological innovation but also a focus on green productivity.

As an active advocate and long-term promoter of sustainable development, Philips adheres to a sustainable strategy that emphasizes the concept of "less use, longer use, and reuse," integrating ecological design (EcoDesign) throughout its product design, manufacturing, and supply chain processes.

Philips is committed to being a global leader in ESG and has already achieved carbon neutrality in its operations. "We've set clear 2025 ESG goals, such as ensuring 100% of new products meet EcoDesign standards and raising circular economy-related revenue to 25%," Deeptha shared.

In China, Philips' sustainability strategy is centered on the principles of "reduce, reuse, recycle." Jalin highlighted that the DiamondClean 3 series is packaged in 100% renewable cardboard, with over 75% of materials being recyclable. "We've also switched the packaging of electric toothbrush heads to paper boxes, reducing plastic use, and we actively promote trade-in programs to support green initiatives," she explained. Through thoughtful design and sustainable practices, Philips aims to empower consumers to make eco-friendly choices and raise global awareness around green consumption.

At this year's CIIE, Philips also showcased its "trade-in" program launched earlier this year, inviting customers to engage in high-quality purchasing while contributing to the development of a green economy. Jalin promised, "We will continue to advance in these areas, offering high-quality products aligned with green consumption trends and contributing to sustainable development."