(Yicai Global) Nov. 8 -- Foreign companies, including Texas Instruments and Lego, are strengthening their links with the Chinese market via the ongoing China International Import Expo in Shanghai.

Several overseas firms told Yicai Global about their localization plans at the annual trade event that continues till Nov. 10.

German tech giant Heraeus, which has participated in all four of the expos, was displaying its key integrated circuit materials and technologies involving wafer manufacturing, packaging, testing, and application at the CIIE.

China is one of the most important markets for Heraeus, contributing one-third of the Hanau-based corporation's revenue worldwide, Dr. Ai Zhouping, president of Heraeus China, said to Yicai Global on Nov. 6. The company sees itself as a part of the Chinese industrial chain, Ai added.

US semiconductor firm Texas Instruments launched a new distribution center in Shenzhen during the fourth CIIE. It also signed memorandums of cooperation with various industrial and auto clients.

The semiconductor giant is responding to the global chip crisis. Amid chip shortage, the American company began planning a new factory in 2019, with its production capacity expected to be enhanced greatly as mass production is set to begin in early 2022, Jiang Han, president of TI China, told Yicai Global.

A trend that is becoming increasingly visible among expo participants is emission control. Danish pump manufacturer Grundfos debuted a number of new low-emission products, including its monitoring system Grundfos iSolution Monitor China, at the CIIE to expand in the Chinese market quicker.

Danish toy giant Lego, also a fourth-time CIIE participant, unveiled seven new kits on Nov. 6 in its biggest ever product launch during the annual event. Among the fresh products are Lego Monkie Kid, two kits featuring traditional Chinese festivals, and four Super Mario kits. It is becoming typical of Lego to release new products inspired by the Chinese culture at the CIIE.

The focus is strategic. Lego has been increasing investments in China, Huang Guoqiang, general manager of Lego China, said to Yicai Global. The number of Lego's authorized outlets in China will reach 300 by year-end, and it plans to open another 80 outlets next year, he added.

On Nov. 5, Volvo Trucks revealed a new flagship vehicle in its FH long haul series at the expo. The model is equipped with its i-Save solution for higher fuel efficiency, said Volvo Trucks China President Michael Dong. The truck should begin local production in China next year, he added.

Editors: Xu Wei, Emmi Laine, Xiao Yi