“We are very confident about products from Central and Eastern Europe,” said Chen Yi, general manager of Ningbo Dijia Vida Trading Co. Ltd., who had long spotted the business potential of beauty products from Central and Eastern Europe. “High quality and low prices are the hallmarks and biggest advantages of these products and the China-CEEC Expo simply serves as the best platform to showcase these CEEC products.” As she got to know more and more about CEEC and became familiar with the changes of the Chinese market, Chen and her husband Zhang Rong saw the new business opportunities afforded by CEEC’s beauty products in China.

“For example, one third of the world’s roses used as raw materials for cosmetic products come from Bulgaria, and its unique Damascus roses can also be used for high-quality derivative products,” said Chen. “In fact, back in 2014, I already tried some products from Biofresh, a top brand in Bulgaria. Deeply impressed, I tried to be in touch with the company to sell their products in China, but, for various reasons, have not been successful (until recently).”

Chen Yi wasn’t deterred. In 2018, Chen’s company was the first in China to cooperate with Gerovital, a national brand from Romania and a top seller of cosmetics and skincare products in Eastern Europe, and became Gerovital’s general agent in Greater China.

“Around 2017, consumption of beauty products in China saw a significant uptick,” Chen recalled. “As Gerovital focuses on anti-aging, and the product itself is very simple and safe, we believed there is a huge market for this kind of products in China.”

Market feedback confirmed Ms. Chen’s judgment. “A consumer may buy one bottle of toner the first time, but if she has a good experience with it, she may buy the whole set of the products. Beauty products from CEEC are comparatively cheaper, which means more potential customers. On the other hand, beauty products are consumables, which customers purchase every three months or so, which means higher sales volume.”

At the same time, Chen Yi did not give up on seeking cooperation with Biofresh. Ultimately in 2020, she secured the distribution rights for Biofresh through a chance opportunity. “We are full of confidence for CEEC products!”