Balancing logic and emotion through design: China International Import Expo 2018

At the first China International Import Expo (CIIE) in Shanghai, tangerine’s CEO, Martin Darbyshire, spoke at the Product Design Forum held on the 7th of November.  He addressed an audience of local Government, State-owned enterprises, exhibitors, and visitors alike on the value of creating brands through products and services that deliver outstanding customer experiences.

tangerine’s CEO discussed how a balance of logic and emotion, combined with creativity and a deep understanding of a market, is critical to delivering exports that grow brands, increase market share and deliver a substantial return on investment.

With over 80% of tangerine’s business emanating from outside the UK, much of it from Asia, Darbyshire showed examples that span from products and services to retail experiences.

As Shanghai declared a two-day public holiday, industry and economic super giants gathered to take part in the Expo’s Hongqiao International Economic and Trade Forum including Alibaba Chairman Jack Ma, and Microsoft Founder Bill Gates.  President Xi opened the event in person.

In addition to the Hongqiao forum, there are over 100 other events taking place during the five days of CIIE. The aim is to promote trade between China and the rest of the world with over 3000 companies from over 130 different countries exhibiting in the vast 270,000 square feet of hall space at the National Exhibition and Convention Center in Shanghai.

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