“全勤生”多特瑞的进博“价值投资”：从撬动亿级订单到跨界重塑版图

Core Viewpoint - The article highlights the significant growth and strategic evolution of the American essential oil company, doTERRA, at the China International Import Expo (CIIE), showcasing how it has leveraged this platform for market penetration, localization, and innovation in China [1][22]. Group 1: Company Growth at CIIE - doTERRA's participation in the CIIE has evolved from a modest 9 square meter booth in its first year to a substantial 300 square meter open experience space, reflecting its growing confidence and commitment to the Chinese market [3][4][12]. - The company has seen a dramatic increase in order values, from 380 million RMB in its first year to 1 billion RMB in recent years, indicating a robust demand for its products in China [8][20]. - The introduction of new essential oil products at the expo has been successful, with several items selling out within days of their launch, demonstrating the strong market response [9][19]. Group 2: Strategic Localization and Innovation - doTERRA established its first overseas research and development center in Shanghai, aimed at accelerating product testing and development, which was inspired by the opportunities identified at the CIIE [12][13]. - The company has integrated local resources into its supply chain, exemplified by its collaboration with local suppliers for raw materials, enhancing its operational efficiency and responsiveness to market demands [11][13]. - The design of doTERRA's flagship store in Shanghai reflects the branding and experience established at the CIIE, indicating a long-term commitment to the Chinese market [13]. Group 3: Cross-Industry Collaboration - At the eighth CIIE, doTERRA launched a new mugwort essential oil product, which not only represents a new product line but also illustrates the integration of ecological and economic values in its business model [15][19]. - The company has partnered with Xianle Health, a well-established player in the health food sector, to develop innovative nutritional products that incorporate essential oils, marking a significant step in expanding the application of essential oils [17][19]. - This collaboration aims to transform essential oils from niche products into mainstream health consumer goods, thereby unlocking new market potential [19][20]. Group 4: Impact on SMEs and Market Dynamics - doTERRA's journey at the CIIE exemplifies how the expo serves as a fair and efficient platform for global SMEs, providing them with opportunities to showcase their capabilities and access the Chinese market [20][21]. - The success of doTERRA has garnered attention and support from its global headquarters, highlighting the expo's role in enhancing brand recognition and strategic focus for participating companies [20][21]. - The CIIE has become a critical component of doTERRA's global strategy, serving as a venue for product launches, order generation, and fostering strategic partnerships [21][22].