"We need to look larger and look into opportunities in other markets and categories, like biscuits and confectionery goods, which are big markets in China," he said.

Earlier this year, the Ferrero Affiliated Company acquired Kelsen Group, which makes cookies and baked snacks under the brands Royal Dansk and Kjeldsens.

At the upcoming CIIE, Ferrero will launch its Kinder Happy Hippo biscuits in the Chinese market, as part of its long-term plan to introduce more "sweet packaged food" in China, said De Felip.

"We consider it (CIIE) a good opportunity to showcase our portfolio, meet a lot of stakeholders and get firsthand feedback from potential customers," he said.

Another Italian company IVECO will exhibit five premium vehicles at this year's CIIE.

Tommaso Croce, business director of IVECO China, told Xinhua the automaker is seeking opportunities in China's high-end vehicle market.

"In spite of international economic uncertainties, the Chinese market remains the most important for many foreign firms. We attended the CIIE last year to show that we believe in an open market and it was a good starting point," said Croce.

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