Syrian businesswoman rejoices thanks to expo's blooming opportunities

Seven years ago, Roula Ali Adeeb, a Syrian businesswoman, traveled to Shanghai and brought with her products made of Damascene rose for display at the four-leaf clover-shaped National Exhibition and Convention Center, where the first China International Import Expo (CIIE) was held.

Adeeb has been involved in every expo since its debut edition in 2018, with the seed she planted seven years ago now producing a crop of success in full bloom, which is even causing her "sweet trouble."

The 59-year-old is the founder of BioCham, a well-known Syrian producer of rose hydrosol and natural oil extract. During the seventh CIIE, held from Nov. 5 to 10, a merchant came to her and expressed his desire to place an order for approximately 10,000 bottles of products, while also expressing the intention to buy even more of her products after rose harvesting season next year.

This merchant has a wide range of sales channels in the Chinese consumer market, and can also help Adeeb to catapult her brand into the European market via China, and so Adeeb considers cooperating with him to be a sound choice.

However, she needs to use all her existing stock to fulfill the order, and she cannot increase production until May 2025, when the next rose harvesting season will arrive.

Visitors at the expo also rushed to Adeeb's booth to buy samples she had brought, which made her regret not packing more samples before heading for China.

Prior to the Syrian crisis that started in 2011, Adeeb lived a busy and pleasant life. She held rose and lavender picking festivals at her private plantations every year, while her company was running smoothly. However, the armed conflict in her country then began impacting negatively on her business, causing her to endure difficult times.

In 2017, several unexpected raw material orders from China became the company's largest source of sales revenue, which made Adeeb realize the enormous potential of the Chinese market. This insight motivated her to attend the first CIIE and resulted in her participating in every CIIE to date. She was involved even during the pandemic, when she mailed samples to the expo.

"I used to think China was far away, but now I'm surprised at how familiar it has become," she said, while adding that she is thinking of expanding e-commerce sales channels together with her Chinese partner.

In addition, Adeeb plans to increase her planting area for roses in preparation for raising the output of relevant products.

While Adeeb was busy introducing her products and securing new contacts at the seventh CIIE, she received a video from Syria. It featured a group of her female staff members applauding and cheering as a vehicle loaded with products bound for China started moving.

"We may not be a large enterprise, but we have high-quality products. The CIIE provides an excellent platform for small businesses, and it seems that many of our worries have found solutions," said Adeeb.

Adeeb already has plans for next year's CIIE. "I sure will come, with larger suitcases," she said.