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CIIE Stories | The scent of success Release date: 2021-03-10    Source:China International Import Expo Bureau

EDITOR'S NOTE: It has been three years since the first edition of the China International Import Expo. This series of stories highlights the achievements and changes that participating enterprises have experienced because of the annual expo.

The aroma of essential oil doTERRA is expected to permeate even further in the China market due to the company's strategic approach which involves participating in the China International Import Expo in Shanghai.

The US essential oil maker has participated in the trade fair for three consecutive years. Though its booth at the inaugural fair in 2008 measured just nine square meters, the brand attracted a large crowd of buyers that were eager to learn more about cooperation opportunities. The expo also gave doTERRA the opportunity to witness the great potential of the Chinese market.

Since that inaugural expo, the company has been accelerating its exploration and localization in China. One month after the first CIIE, doTERRA set up its regional headquarters at Shanghai's Jing'an district before starting the construction of its first plant and overseas lab in China. Sourcing for raw materials from China and promoting new products became the company's primary objective.

Following up on its successful debut at the CIIE, doTERRA stepped up its presence at the second expo with a booth that was over 10 times bigger than the previous edition. It also seized on this opportunity to launch its Liquidambar Essential Oil. The first batch of some 10,000 bottles was sold out within a week of the conclusion of the expo. 


At the third CIIE in 2020, doTERRA again expanded its booth size, this time to 150 sq m. It also launched the Dream Aroma Essential Oil Blend, which was specially designed for Shanghai consumers.

Owen Messick, president of doTERRA China, said that the company is constantly drawing inspiration from China and leveraging its superior resources to create quality products.

Since doTERRA's China plant and lab were put into operation, a total of eight products have been produced using locally sourced raw materials. The company has vowed to continue introducing new products featuring Chinese elements.

According to the company, its brand exposure online has continued to grow after each edition of the CIIE, allowing it to amass a large following of loyal consumers.

The positive impact of the CIIE is obvious. Since the first edition of the expo, the company's sales have achieved an annual growth of more than 60 percent. Its office scale has expanded as well, from a 100-square-meter office with just over 10 employees to a medium-sized enterprise with more than 200 staff.

The growth in trade orders has also been remarkable. At the first CIIE, the intended turnover reached 380 million yuan. This figure doubled to 700 million yuan at the second CIIE. In 2020, orders totaled one billion yuan.

In light of its growing recognition by Chinese consumers and the constant benefits created by the spillover effect of the CIIE, doTERRA signed an agreement to participate in the fourth edition even before the third edition came to a close.

Today, China has become one of the most important markets for doTERRA outside the US because of the supportive role of the CIIE.

The company is now expected to become one of the largest essential oil companies in the world.

By Wang Hongyi

Enterprises participating in the CIIE can share their stories by sending them to

CIIE Stories | Exhibitors benefit a lot from CIIE