SHANGHAI, Oct. 22 (Xinhua) -- The upcoming China International Import Expo (CIIE) provides a great opportunity for Canadian companies to reinforce their presence in the Chinese market, said Weldon Epp, consul general of Canada in Shanghai.

Canada will use its country pavilion at the expo and related events to broaden perceptions among Chinese consumers of Canada, as well as the diverse products and services the country offers, Epp said a recent interview with Xinhua.

Epp, who has been in Shanghai for three years, said the expo slated for November is "a natural move" by China to highlight the important contribution of the Chinese consumers to global growth and the role of trade in meeting their needs.

Epp told Xinhua that there will be two key themes at Canada's pavilion -- clean technology and tourism services. Related events, as well as investment seminars, will be held to help visitors learn more about Canadian strengths.

Canada will also send a large business delegation to Shanghai and use the country's pavilion to showcase their products and services.

"Country pavilions are meant to be about branding and telling a story," Epp said. "We want to deliver the message to Chinese consumers that in addition to being a favorite tourism and education destination, Canada is also a stable and reliable source for high-quality, safe products."

Epp expects that high-quality consumer products such as food and clothing, healthcare products like supplements and diagnostic equipment, and high-tech industrial products like airplane simulators used for training, will attract the attention of Chinese participants.

"The Chinese market is very competitive," he noted. "If a company wants to succeed here, it is not only a matter of showing up for just one week but of making efforts 365 days a year."

China is currently Canada's second largest trading partner. The two countries aim to double their trade volume by 2025 from the 55.7 billion U.S. dollars recorded in 2015.

Looking ahead, Epp expects that bilateral trade and investment relations between Canada and China will continue to evolve and become even more diversified, especially with regard to cooperation in high-value consumer-oriented sectors.