The ongoing first China International Import Expo (CIIE) is evidence of China's determination to push for "collaborative development" with other countries, said a representative of Turkish company Beko.

The expo "is indeed well organized and one of the highest-standard exhibitions in China," Cann Song, Beko's China country manager, told Xinhua in an interview by email.

Beko, a Turkish home appliance and consumer electronics brand, is one of the participants in the Nov. 5-10 expo in Shanghai, which has attracted over 400,000 purchasers and 3,600 companies from across the world.

Song said that, in today's world which is driven by new technologies, China is a core region for investing in and implementing technologies which are changing people's lives.

"I believe that expos such as CIIE are fundamental for growth and awareness, and I hope to see the introduction of similar opportunities in the future," he said.

Beko is showcasing its unique designs and innovative technologies at the expo, including a newly launched refrigerator customized for the football club Barcelona.

"The response has been extremely positive so far and it's great to see an abundance of visitors engaged at the Beko booth and expressing such a high interest in our products offering," said Song.

"At Beko, we recognize the consumer need for premium, unique and customized products in China and we are excited to continue bringing unique products to this market," he added.

He hailed the expo for presenting "a huge opportunity" for Beko and other exhibitors, citing that China is the second biggest importer of home appliances and the biggest home appliances market in the world.

As the Chinese economy continues to grow, the number of middle-class consumers "who have sophisticated product requests" are expected to reach 550 million by 2020, Song said.

Beko has been seeking to empower future generations to live more healthily by providing innovative solutions for a healthier lifestyle, since there is a growth in a new generation of families across the world who are tech-savvy and health-conscious, he noted.

"As such, the CIIE platform is a window for Chinese consumers to access a wealth of innovative brands and unique imported products to satisfy their sophisticated needs without traveling the world to find them," Song said. "At Beko, we have leveraged the interest in CIIE to increase our brand awareness in China amongst core audience."

The Shanghai expo will be held on an annual basis in the years to come, as China is shifting its economic development model from export-oriented to balanced growth.