Ahead of the first China International Import Expo, we begin a 4-part series we're calling "The Voices of Global Giants". We've invited CEOs from industry leaders like Microsoft, Honeywell and L'Oreal, among others, to share their expectations of the CIIE. In our first episode, we ask the CEOs from Ernst & Young, Investor AB and Adidas, about their thoughts on the CIIE and China's opening-up policy.

MARK WEINBERGER CHAIRMAN & CEO OF ERNST & YOUNG "The import expo is unprecedented in China, it's sending a signal to the global community that China is very open and willing to have imports, which is very important in today's environment. For EY, we have 16,000 people today across China, 4,500 in Shanghai. This is one of our fastest growing markets in the world. It is because in Shanghai, and China broadly, is more and more a major market in the world."

JACOB WALLENBERG CHAIRMAN OF INVESTOR AB "All the companies I'm engaged in are involved in (CIIE) in one way or another. They think it's a good opportunity to display their products, their know-how, how interesting they are as a company. It shows what China has done for a long time, which is commitment to continuous development, and I think it's a good manifestation of that ambition of China."

KASPER RORSTED CEO OF ADIDAS "I think it's interesting to see what companies will come, and a lot of companies will, on one side, learn from the sophistication that happening in China, but also believe that there will be great import. And hopefully have a dialogue about open trade and what we can do together, instead of what we cannot do together."