At this year's China International Consumer Products Expo in Haikou, Hainan Province, where overseas exhibits accounted for a record 65 percent, companies from Switzerland, New Zealand, Canada and other markets used the event as a platform for global launches. For multinational firms, debuting products in China is increasingly a strategic decision tied to long-term positioning, reflecting the scale and evolution of the country's consumer market. People's Daily reporter Zhan Huilan spoke with global exhibitors to examine the factors driving this shift and China's expanding role in global product rollouts. (Produced by Zhan Huilan, Qiao Wai and interns Zhou Yishuang and Zhou Jiayu; Cover image by Chu Chu)