The China International Import Expo (CIIE) offers an exceptional opportunity for African companies to explore the Chinese market and promote their exports by securing partnership contracts, said Afaf Rais, commercial director of IntelCare, a Moroccan cosmetics company.

The expo is a major exchange platform for companies to communicate, exhibit their products, make their brands known to the Chinese public and find business partners, especially in terms of cosmetics, clothing, food and pharmaceuticals, Rais told Xinhua in a recent interview.

The company is planning to participate, for the third time, in this major event, as this year's CIIE will take place from Nov. 5 to 10 in Shanghai.

During the previous two editions of the CIIE, "we met with several Chinese distributors and welcomed several customers to our stand to exchange opinions. It was very useful to understand the Chinese customers and adapt to their expectations," she said. "We have signed pre-collaboration agreements, which have not yet resulted in a distribution contract."

According to Rais, the presence of her company at this exhibition alongside various international competitors makes it possible to "observe and get new market trends" so as to continuously improve its products.

The Chinese cosmetics market offers good opportunities to companies wishing to export their products, the commercial director said, adding that she is certain that her company has the assets to convince Chinese consumers, particularly because many of its products are based on organic argan oil.

"This natural resource is exclusive to our country, which sets us apart from foreign competition," Rais noted.

The commercial director said that with the help of the third edition of the CIIE, the company has set a goal to finalize distribution agreements and achieve annual sales of around 1 million U.S. dollars in the Chinese market in 2020.