(Yicai) Nov. 9 -- German cleaning equipment maker Kärcher, US food giant General Mills and other overseas producers of consumer goods are bringing more high-end products to the ongoing China International Import Expo in Shanghai as, despite their growing spending power, Chinese customers are becoming more selective.

Chinese consumers are becoming more discerning, and they are paying more attention to product quality, Tang Xiaodong, president of Kärcher China, told Yicai. The Winnenden-based firm’s high-end cleaning machines that cost slightly more are selling well, which reflects people’s willingness to buy high-value, durable and easy-to-use products, he said.

To cater to the upgrading in spending patterns, General Mills, best known for its iconic brands Häagen-Dazs and Wanchai Ferry, has brought a number of new products to the CIIE this year, including its natural pet food, which it only used to sell in China through online channels.

“China is the group’s second-largest pet market outside of North America, and our high-end pet food brands will usher in huge room for growth,” Su Qiang, president and managing director of General Mills China, told Yicai. The Minnesota-based company will seek more partners at the CIIE to expand its footprint in the country.

Danish mattress and pillow manufacturer Tempur is attending the CIIE for the first time and is introducing its smart sleep products to Chinese consumers as well as a new marketing plan, Managing Director Yuan Tao said, adding that China is one of the company’s most important consumer markets.

“China’s consumer market is becoming more selective,” said Zhang Zhiyong, founder of sportswear maker Shanghai Meijin Sports. This puts higher requirements on brands and suppliers.

“Businesses need to make better use of scientific and technological inventions and design innovations,” said Zhang. “As long as there is investment, better products can be made.”

There are more than 400 million people in the middle-income bracket in China, with an annual per capita gross domestic product of more than USD12,000, making China one of the world’s most rapidly growing consumer markets.

Editors: Tang Shihua, Kim Taylor