Inside the German Pavilion: Global Health Care AG’s playbook in China scales health innovation
From “Made in Germany” innovation to thriving in China’s fast-moving health and wellness market, the company’s story is a blueprint for what can happen when market-ready innovation meets suitable local partners.
For global health and wellness businesses considering China, Mr. Christian Jäger, majority shareholder of health solutions Group Global Health Care AG, summarized his clear approach: do the homework, lean on trusted networks, and never lose sight of what makes the product distinct – while adapting it for the needs and expectations of a dynamic market.
German technology meets global health ambition
Global Health Care AG invests specifically in companies that get people moving and promote the well-being of body and mind, to make a noticeable contribution to sustainable improvements in the quality of life through meaningful products, a mission to redefine prevention, health, and training. The group brings together three powerful brands:
- milon – digitally controlled strength and endurance equipment for precision training;
- five – modern fascia and mobility training;
- EasyMotionSkin – premium EMS (Electrical Muscle Stimulation) systems.
The common thread: combining prevention, technology, and lifestyle into economically sustainable, scalable models – “Made in Germany” with a clear focus on quality.
The company is well positioned in the shift toward digital prevention, connected training ecosystems, and longevity and muscle health. China’s growing appetite for health, fitness, and rehabilitation solutions, also three sectors that are undergoing rapid transformation, was a natural draw for Mr. Jäger and his team.
A real test came with the participation in the 2nd China International Import & Export Expo in 2024 – an experience that left a lasting impression. Mr. Jäger noted that a strong network is a genuine, systematic door-opener, and AHK Greater China offers that. “AHK Greater China has been a valuable partner in this, providing support via German Pavilion formats and visibility in their strong network.”
“The China Import and Export Exhibition is a benchmark in Asia: huge visitor flows, clear segmentation by phases, and high internationality – ideal for market screening, product feedback, and partner scouting. For investors, what matters is speed to qualified contacts and solid, real demand indicators. Our takeaway: with a focused product narrative and measurable demo experiences, you can build valid sales pipelines,” he recalled.
Trade fairs as growth accelerators: the German pavilion advantage
While digital marketing is on the rise, Mr. Jäger is clear: trade fairs remain critical to their market strategy, as the fastest way to create direct human connections, to demonstrate the company’s technology, and to get reliable market insights.
However, Global Health Care AG now applies more rigorous ROI calculations for trade fair participation. Formats that combine physical presence with digital amplification – such as livestreams, targeted media packages, or specially curated matchmaking – are particularly attractive. For markets like China, the German Pavilion offers more than just a shared exhibition space.
“‘Germany’ in Asia is a strong quality promise. In the German Pavilion, we benefit from this signaling effect, from high baseline visitor frequency, curated surroundings, and professional organization – plus access to the AHK and media. Overall, the cost-benefit ratio is often better than with a pure solo presence,” he said.
Mr. Jäger sees three effects consistently: higher-quality conversations due to the “Germany” signaling effect, more qualified leads thanks to AHK’s pre-event communication, and additional visibility via AHK channels and media formats. Combined, these lead to faster market entry and more robust sales partnerships.
He is convinced of China’s potential: the opportunity lies in the sheer market size combined with a rapid technology adoption rate. The success factors include:
- Taking IP protection & certification seriously.
- Building local partners and after-sales early.
- Localizing digital services.
- Actively monitoring geopolitical conditions.
Trade barriers and market fragmentation affect many companies in China, so a sober risk and reward management is essential.
In the near term, Global Health Care AG’s China strategy is planning targeted “Healthness” showcases for B2B decision-makers, combined with medical/rehab touchpoints and corporate health formats.
Over time, the company intends to merge German quality with Chinese market relevance. In the short to medium term, it will scale existing business and deepen three pillars: clinic/physio cooperations, premium fitness & corporate health, hospitality/residential concepts with integrated prevention zones. While in parallel, localizing software/apps and expanding training/service hubs.
2024 and 2025 will also see Global Health Care AG taking its vision of muscle health and longevity to next stage – including a flagship appearance at Expo 2025 Osaka, which they will exhibit in the Austrian Pavilion.
The collaboration with AHK Greater China remains a cornerstone of the company’s Asia strategy. Mr. Jäger spoke highly of the partnership: “Professional, pragmatic, reliable – from booth design to delegation management. It’s productive and low-friction, and in a market as fast-moving as China, that’s gold.”
“Our success model is ‘German technology + local relevance.’ AHK Greater China helps us build exactly this bridge – with network, visibility, and operational excellence throughout the year. For us, it’s a partnership model with substance – today and in the future.”
