Where a Danish company finds 'possibility in every drop'

At the China headquarters of Grundfos, a Danish provider of pumps and water solutions, a photo wall captures the deep bond between the company and the China International Import Expo (CIIE) over the years.

Among these memories, what stands out most to John Markmann, Grundfos China President, is the 6th CIIE in 2023. It was a time when team members from six countries reunited, and many overseas colleagues set foot in China for the very first time. "The CIIE is not just a leading global trade platform; it's a warm gathering and a bridge connecting the world," Markmann said.

A unique "triple identity"

As a "regular attendee" of the CIIE, Grundfos shares a unique "triple relationship" with the expo.

First, as an exhibitor, it showcases cutting-edge green and intelligent solutions for pumps and water treatment. Second, as an equipment supplier, it ensures the efficient operation of the HVAC systems within the CIIE venue. Lastly, Grundfos has transitioned from being just an exhibitor to an investor, continuously increasing its investment in China.

"Grundfos has been a part of the CIIE from the very beginning, which is a very special bond," said Bent Jensen, Divisional CEO of Commercial Building Services & Group EVP of Grundfos.

Initially, Grundfos didn't pay much attention to the CIIE. At the first expo, they only had a small display board in the Danish pavilion. Surprisingly, this modest presence brought significant business opportunities. Since then, Grundfos has participated independently and expanded its exhibition space.

A month after the 4th CIIE, Grundfos announced a $100 million investment to build a new factory in Changshu, Jiangsu, focusing on energy-efficient products. This facility began operations in 2024. "We continue to invest in R&D in China, committed to developing more efficient and sustainable products," Markmann said.

China's window, the world's stage

In the Changshu factory, production lines are running efficiently. Beyond pumps, the company delivers various intelligent water system solutions, which have found numerous partners through the CIIE and have been applied to major projects like Beijing Daxing International Airport and the Beijing Winter Olympics venues.

"The CIIE allows us to enrich ourselves by better understanding and learning the latest trends and demands of the Chinese market. Here, we can meet international clients from across Asia and even connect with global partners interested in the Chinese market," said Jensen.

Today, the CIIE has become one of Grundfos's most important platforms for launching new products globally. "The CIIE has efficiently expanded our network, helping us discover potential customers and advancing sustainable development with new and old friends. This year, we will showcase several new products at the CIIE," Markmann stated.

What makes the CIIE so attractive? According to Markmann, the platform offers three major advantages: authoritative endorsement, which enhances corporate credibility; global attention, with media focus significantly boosting product exposure; and diverse scenarios, bringing together professional buyers, state-owned enterprises, industry leaders, and local procurement groups, greatly expanding the company's customer reach.

Every year at the CIIE, Grundfos signs strategic agreements with partners from various fields, which transformed into tangible projects benefiting the company's business in China. Additionally, some solutions originating from China, after being launched at the CIIE and validated in the market, have even influenced R&D and decision-making at Grundfos' headquarters in Denmark, driving global business growth. "The CIIE is China's window and the world's stage," Markmann concluded.

Showcasing the beauty of water in Chinese way

At the 7th CIIE in 2024, Grundfos introduced the Chinese traditional art of Shui Tuo Hua (water marbling) at their booth. Originating from the Tang Dynasty, Shui Tuo Hua has a history of over a thousand years. It uses water as paper and color as ink, creating patterns on water that are then transferred onto paper or fabric. In 2014, it was listed in UNESCO's "Representative List of the Intangible Cultural Heritage of Humanity".

For Grundfos, water marbling is not just an art form but a way to dialogue with water. "Chinese water marbling perfectly embodies the concept of 'Possibility in Every Drop,'" Markmann said. "The flow of water naturally carries rhythm and creativity, which aligns with our vision to unlock the possibility in every drop through innovation."

"Water marbling is a way to showcase the beauty of water in a Chinese manner," he believes. The CIIE is not only a window for displaying products and technologies but also a platform for cultural exchange and emotional connection. "We hope that through activities like these, visitors to our booth can experience the connectivity of culture and the charm of traditional Chinese culture, bringing us closer to our audience."

"The unique aspect of the CIIE lies in its diversity, inclusiveness, and forward-looking nature," Markmann said. "It's hard to find another one-stop platform like this- where technology and humanity blend, and innovation is injected with a warm and tangible feeling."

2025 marks the 30th anniversary of Grundfos's entry into China. "We look forward to continuing to tell our China story here, as always," Markmann said.