As the eighth China International Import Expo (CIIE) approaches, Edward Lee, Chief Executive Officer of Johnson Health Tech. Co., Ltd. China finds his schedule increasingly packed. The success of the past three expos—marked by a flood of orders, enhanced reputation, and new partnerships—has filled him and his team with anticipation for their fourth outing.

The growing size of their booth speaks volumes. "We've expanded our booth from the initial 216 square meters to 500 square meters, and this year it's increased further to 600 square meters," Lee said. As early as in January 2025, Johnson began preparing for the expo, focusing on everything from booth planning and new product development to exhibition design and distributor conferences. The company set up multiple project teams to ensure the success at the CIIE.

Johnson's booth at the seventh CIIE. Source: Johnson

EVEN THE BEST NEEDS EXPOSURE

Since its founding in 1975, Johnson, despite having factories in Shanghai, primarily focused on exports. However, with the consumption structure continually evolving, this market with immense potential has become a new strategic focus for Johnson. Yet, the challenge remains—how to quickly penetrate the Greater China market, as "even the best needs exposure".

Lee recalled his first encounter with the CIIE vividly, "I saw a friend secure a large order at the CIIE, so I reached out to him for advice. He told me that the CIIE is not only an efficient promotional platform but also a way to quickly expand sales channels and boost brand influence. So, we decided to give it a try."

At their debut at the fifth CIIE, Johnson showcased its three main product lines—high-end commercial fitness equipment, convenient home fitness devices, and smart massage chairs, within a 216-square-meter booth. They integrated virtual reality (VR) and interactive photo technology to provide visitors with an immersive experience of sports technology.

Ultimately, Johnson secured cooperation intentions worth over 500 million RMB. The "first battle victory" left Lee pleasantly surprised, "We had participated in other exhibitions before, but the level and spillover effects of the CIIE are significantly stronger."

CROSS-BORDER INTEGRATION FOR NEW ECOSYSTEM

The fifth CIIE not only brought Johnson significant orders but also led to collaborations with key partners like the government of Jiading district in Shanghai and Huawei. Lee said, "the CIIE taught us that we should not just focus on developing standalone products but collaborate with government departments and other companies to build a new ecosystem through cross-border integration." The Johnson Health Culture Center by Yuanxiang Lake in Jiading, Shanghai, exemplifies this concept.

Johnson Health Culture Center located by Yuangxiang Lake in Jiading, Shanghai. Source: Johnson

During the same expo, Johnson's TX-1 fully intelligent folding treadmill, with its innovative design, caught Huawei's attention. This led to a collaboration with Huawei's HarmonyOS on the TX-5 treadmill, sparking a health management revolution in the home fitness market and facilitating Johnson's strategic transition from a "hardware manufacturer" to a "health solutions provider".

TX-5 Treadmill displayed at the CIIE. Source: Johnson

FURTHER EXPANSION ON GREATER CHINA MARKET

Since the fifth CIIE, Johnson has intensified its efforts in the Greater China market. The group has established a Digital Content Division, a Fujiiryoki China Headquarters Preparation Office, and a China R&D Center in Shanghai's Hongqiao International Central Business District. They also plan to expand their product and content experience halls to help create a "never-ending CIIE."

Andrew Lin, Deputy General Manager of JHT China Region, pointed out that these measures will help Johnson respond more sensitively to changing consumer trends and demands in the Greater China Market, develop products tailored to the local market, and explore deeper integration with the digital ecosystem.

The year 2025 marks the 50th anniversary of Johnson Health Tech. At the eighth CIIE, Johnson plans to launch a new AI+IoT home fitness ecosystem, introducing more innovative products and health solutions. "The CIIE is a high-energy stage that fosters openness, innovation, cooperation, and mutual benefit. It's not just a showcase of cutting-edge global technology but also an accelerator for innovation, industry collaboration, and value creation," said Lee.

Using the CIIE as a stage, Johnson is crafting an innovative blueprint for technology, health, and the future. From product displays to ecosystem building, and from short-term achievements to long-term visions, the story of Johnson and the CIIE is entering a new chapter.

Disclaimer

The information in this article is compiled from materials provided by relevant parties participating in the CIIE and media reports,  with the CIIE Bureau objectively compiling relevant content. The CIIE Bureau does not take responsibility for disputes or losses arising from the following circumstances: deviations in expression due to outdated information updates; readers' subjective judgments or actions based on this article; unauthorized alteration or dissemination of the content by third parties.