Global Companies Eye China Market Opportunities as CIIE Approaches

Global companies are preparing to showcase products ranging from advanced manufacturing equipment and medical technologies to coffee and traditional Syrian soap as the China International Import Expo (CIIE) approaches, highlighting the country's continued appeal as a major consumer and industrial market.

The ninth CIIE is scheduled to take place in Shanghai from Nov. 5 to 10, with companies from around the world preparing to participate in the annual event.

The expo, launched in 2018, is the world's first national-level exhibition dedicated to imports. It has attracted participants from more than 180 countries, regions and international organizations, with overseas exhibitors making about 27,000 appearances at business exhibitions and introducing more than 3,400 new products, technologies and services, according to Xinhua.

For some companies, the upcoming event will mark their first participation.

Austria-based machine tool manufacturer WFL Millturn Technologies, which entered the Chinese market more than two decades ago, shipped its exhibits from Linz in August.

WFL Managing Director Stefan Hackl said the company decided to participate because of China's importance to the global manufacturing chain and hopes to expand further in China and the wider Asia-Pacific market.

"I don't see any good reason why we will not be successful in China in the upcoming decades," Hackl said, according to Xinhua.

Singapore-based Perennial Holdings is also preparing for its first CIIE appearance. The company operates China's first wholly foreign-owned tertiary general hospital in Tianjin, which has treated patients from more than 40 countries and regions.

Pua Seck Guan, executive chairman and CEO of Perennial Holdings, said the company sees further opportunities in China's healthcare sector.

"When you invest in China, you are investing in the most competitive market in the world," Pua said, according to Xinhua.

Foreign Investment Shows Continued Market Interest

The participation of overseas companies comes as China continues efforts to attract foreign investment and expand market access.

China established 70,392 new foreign-invested enterprises in 2025, an increase of 19.1% from a year earlier, according to the Chinese government.

In the first half of 2026, the number of newly established foreign-invested enterprises increased 5.3% year on year to 31,617. Actual foreign direct investment reached 402.14 billion yuan ($59.7 billion), while foreign investment in high-tech industries rose 33.2%, according to China's Ministry of Commerce. (MOFCOM)

China is also seeking to increase imports as it promotes domestic consumption and a more balanced trade structure.

In the first eight months of 2026, China's total goods trade reached 34.78 trillion yuan, up 17.6% year on year. Imports increased 22% to 14.61 trillion yuan, while exports rose 14.6% to 20.17 trillion yuan, according to data from the General Administration of Customs cited by the Chinese government.

In August alone, imports rose 21.7% year on year, compared with an 18.6% increase in exports. Import growth exceeded export growth for the sixth consecutive month. (Xinhua)

CIIE Opens Doors For Smaller Businesses

The opportunities offered by the CIIE extend beyond multinational corporations.

Nearly 13,000 overseas micro, small and medium-sized enterprises have participated in the expo's first eight editions, according to Xinhua.

Syrian businessman Muhannad Shakally is preparing to attend his ninth CIIE. When he first brought traditional Syrian soap to the expo in 2018, his goal was to test demand among Chinese consumers.

His business has since expanded, with monthly orders exceeding five tonnes, or about 20,000 bars of soap.

"They sell almost as soon as they arrive. I don't even keep inventory," Shakally said, according to Xinhua.

At this year's expo, he plans to introduce aromatherapy products and Syrian herbal teas to Chinese consumers.

The CIIE has also maintained a focus on businesses from developing countries. Organizers have provided free exhibition booths to exhibitors from the world's least developed countries, while this year's event will upgrade a dedicated section for Asian and African products.

The initiative comes as China expands preferential market access for African products. China has pledged to implement zero-tariff treatment on 100% of tariff lines for all African countries with which it has diplomatic relations, according to China's Ministry of Commerce.

Côte d'Ivoire will make its first appearance at the CIIE's business exhibition this year, with cocoa, coffee, cashews and kola nuts among the products it plans to showcase.

"We are very happy to participate for the first time. This will be a good opportunity to showcase Cote d'Ivoire to the world," said Rami Koné, an official with the country's export agency, according to Xinhua.

The growing participation of overseas companies underscores the CIIE's role as a platform connecting foreign businesses with China's large consumer market, while also providing smaller companies from emerging economies with opportunities to expand their presence in China.