China International Import Expo (CIIE) 2024: Opportunities for Foreign Businesses

• The 2024 China International Import Expo (CIIE) will be held from November 5-10, showcasing global products and fostering partnerships for foreign businesses in China’s vast consumer market.
• Key participation steps include understanding visa requirements, registering on the CIIE website, and adhering to compliance regulations for imports and product presentations.
• Businesses can maximize benefits by localizing products, enhancing brand visibility through media engagement, and staying informed on trade policies and market trends.

The 2024 China International Import Expo (CIIE), scheduled for November 5-10, marks the 7th edition of this influential event. As China’s foremost expo dedicated to imports, it continues to attract global attention, offering unparalleled opportunities for foreign companies seeking to tap into one of the largest consumer markets in the world.

Over the years, the CIIE has established itself as a vital platform where businesses from around the globe can showcase their products and services, forge partnerships, and strike lucrative deals. Its importance in facilitating international trade cannot be overstated, especially for companies looking to establish or expand their footprint in China’s rapidly evolving marketplace.

This article will provide a comprehensive guide on how foreign businesses and investors can participate in the CIIE 2024. From understanding visa requirements and the registration process to uncovering the key benefits of attending, we’ll cover the essentials that foreign participants need to know in order to make the most of this prestigious event.

What is the CIIE?

The CIIE, launched in 2018 following a pivotal announcement by President Xi Jinping at the 2017 Belt and Road Forum, was designed to promote trade liberalization and economic globalization, while offering international companies a gateway to the Chinese market. As the world’s first national-level exhibition focused solely on imports, the CIIE reflects China’s commitment to opening its markets and enhancing global economic cooperation.

The primary goal of the CIIE is to facilitate the entry of foreign products and services into China by providing an essential platform for companies to connect with Chinese businesses and professional buyers. Held annually in Shanghai, the expo spans six key sectors: food and agriculture, automobiles, intelligent industry and IT, consumer goods, medical equipment, and trade in services. Each year, the expo serves as a launchpad for showcasing innovative products and technologies.

The scale of the CIIE is vast, attracting participants from over 100 countries and regions. Beyond the exhibition, it features a series of supporting activities such as matchmaking sessions, seminars, and product launches, offering ample opportunities for business deals and investments.

The results from previous CIIEs are impressive. Despite the challenges of the pandemic, the 2022 expo generated deals worth US$73.5 billion, a 3.9 percent increase over the prior year. In 2023, the expo returned to full scale, securing US$78.41 billion in tentative deals—a 6.74 percent rise from 2022. It hosted 3,486 exhibitors, including 289 of the world’s top 500 companies, and welcomed 410,000 professional visitors. Notably, participation from small and medium-sized enterprises saw a 40 percent year-on-year growth, emphasizing the expo’s growing appeal to global businesses. High-level delegations from major economies like the US, Japan, Australia, and South Korea further demonstrated the CIIE’s international significance.

The CIIE is more than just a trade fair; it is a powerful platform for foreign companies to establish or expand their presence in China, fostering business partnerships, international collaboration, and significant investment opportunities.

How to participate in the CIIE 2024: Visa, registration, and compliance

Visa requirements

Foreign participants attending the CIIE 2024 must obtain the appropriate visa to enter China. Several visa types are available based on the nature of participation:

• M Visa (Business Visa): This is the most common visa for exhibitors, buyers, and business visitors attending the expo. It allows foreign nationals to enter China for commercial and trade activities.
• F Visa (Non-Commercial Visa): This visa is ideal for attendees participating in non-commercial activities such as exhibitions, conferences, or seminars related to the CIIE.
• L Visa (Tourist Visa): This visa is for visitors who mainly attend as spectators or who combine the CIIE with personal tourism plans.

Additionally, eligible foreign travelers may take advantage of the 144-hour transit visa exemption. This exemption allows foreign travelers transiting through China within 144 hours to reach another destination without needing a visa. To qualify:

• Travelers must hold a passport from one of the 54 eligible countries;
• They must show proof of travel to a third country after leaving China, such as a connecting tickets; and
• The exemption applies only when entering through one of the 35 designated ports in China.

For more detailed information about China’s 144-hour visa-free transit policy, please read our China Briefing article here.

Below is a summary table detailing the key steps for applying for a visa to participate in the CIIE:

Registration process

Whether the participant is an exhibitor showcasing products, a buyer seeking to source goods, or a visitor exploring business opportunities, registration for the CIIE is essential.

Here’s a breakdown of the process:

1. Create an account on the CIIE website: Begin by visiting the official CIIE website and setting up an account. This process requires submitting basic information such as the name, company name, email address, and role in the expo (exhibitor, buyer, visitor).
2. Select the participant category:

• Exhibitors: Companies and organizations aiming to showcase their products and services.
• Buyers: Business professionals interested in purchasing or sourcing products from foreign exhibitors.
• Visitors: Individuals attending to explore networking opportunities, learn about new products, or engage in business discussions.

3. Complete the online registration form: Depending on the selected category, additional information must be filled out. Exhibitors, for instance, need to provide detailed company profiles, business licenses, and product descriptions.
4. Pay any applicable fees: Exhibitors are subject to booth fees based on the size and type of exhibit space required. Buyers and visitors may encounter fewer costs, though certain activities or events (such as VIP access or special forums) may carry additional fees.
5. Receive confirmation: After completing the registration, a confirmation email will be sent, along with instructions for obtaining entry passes and badges.

Compliance and legal requirements

Import/export regulations for foreign exhibitors

Exhibitors bringing goods into China for the CIIE must adhere to specific customs and regulatory requirements to ensure the smooth entry of their products. The following information is essential:

1. Customs clearance: All items intended for display must undergo customs clearance. Exhibitors are required to submit commercial invoices, detailed packing lists, and certificates of origin for their products.
2. Temporary import permits: For those not planning to sell products during the expo, a temporary import permit can be applied for. This permit allows goods to be brought into China for display without incurring duties, provided the items are returned to their origin after the expo.
3. Product certifications: Depending on the type of goods being showcased, certain products may need to comply with China’s regulatory standards. For example, electronics may require the China Compulsory Certification (CCC), while medical devices might need clearance from the China Food and Drug Administration (CFDA).

Key compliance factors for showcasing products and services

In addition to import/export regulations, foreign companies must adhere to local laws and standards when exhibiting at the CIIE. Key compliance considerations include:

• Intellectual Property (IP) Protection: For companies debuting new products, it is advisable to register intellectual property (trademarks, patents, etc.) with Chinese authorities before the expo to prevent potential infringement.
• Product labeling: Products on display must be properly labeled in Chinese, particularly if they fall under consumer goods categories. Labels should include the product name, country of origin, specifications, and any necessary safety warnings.
• Health and safety standards: When showcasing food, medical devices, or consumer products, compliance with China’s health and safety regulations is crucial. This may require testing or certification prior to the exhibition.

By adhering to these legal and regulatory requirements, exhibitors can minimize legal issues and maximize the benefits of their participation in the CIIE.

Maximizing benefits: How businesses can leverage the CIIE 2024

The CIIE 2024 presents a significant opportunity for businesses aiming to enter or expand within the Chinese market. To fully capitalize on this platform, companies need to adopt comprehensive strategies that encompass market entry, brand visibility, and awareness of policy developments.

Expanding into China’s market

One of the foremost strategies for businesses looking to establish or grow their presence in China is product localization. This involves adapting products to resonate with the preferences and cultural nuances of Chinese consumers. Companies must invest in thorough market research to uncover specific consumer needs, ensuring their offerings align with local tastes. For instance, a Western brand might consider modifying product designs or sizes to cater to regional preferences.

Additionally, understanding Chinese consumer trends is vital. Businesses should keep a close watch on the evolving demands for sustainability, health, and wellness. By engaging directly with consumers and industry experts at the CIIE, companies can gain valuable insights into these trends, which can inform their product development and marketing strategies.

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However, establishing connections during the CIIE is merely the beginning of the journey. Post-event follow-ups play a critical role in maintaining the relationships formed during the expo. Companies should prioritize personalized communications, whether that involves sending tailored emails, providing product samples, or extending invitations to future events. These actions can help solidify connections and facilitate long-term partnerships.

Enhancing brand visibility

Enhancing brand visibility is another crucial element for businesses participating in the CIIE. It’s important for companies to align their product displays with current market needs, such as sustainability and high-tech innovations. This alignment not only attracts attention but also signals to consumers that the brand is responsive to their concerns and preferences. In an era where consumers increasingly value brands that reflect their values, this strategy can significantly enhance a company’s appeal.

Moreover, the CIIE garners substantial media coverage, offering businesses an excellent opportunity to amplify their visibility. Companies should actively engage with journalists, share press releases, and participate in interviews to ensure they capture media attention. Additionally, leveraging social media platforms during the event can extend their reach and allow businesses to connect with a broader audience. Real-time engagement on social media can help companies foster relationships with consumers and industry stakeholders alike, enhancing their overall presence in the market.

Following relevant policy updates and trade-related announcements

Beyond product promotion, the CIIE serves as a forum for important policy discussions and investment opportunities. Participants can anticipate insights into upcoming trade policies, developments related to free trade zones, and opportunities for foreign direct investment. Staying informed about these updates is crucial for businesses as they strategize their market entry and expansion efforts.

Furthermore, with China strengthening its ties with global trade organizations, such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) and the Digital Economy Partnership Agreement (DEPA), it is essential for businesses to understand how these memberships might impact their operations. Being aware of the implications of these agreements can provide companies with a competitive edge and open new avenues for growth in China’s dynamic economy.

Success stories from CIIEs: Learning from the best

Over the years, the CIIE has emerged as a significant platform for businesses globally, providing valuable opportunities to engage with the Chinese market. For foreign brands and investors, the CIIE offers insights into market dynamics and potential partnerships that can lead to sustainable growth.

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For instance, Canadian athletic apparel brand Lululemon is set to participate in the upcoming 7th CIIE this November as a first-time exhibitor. Recognizing the expo as a strategic venue, Lululemon aims to showcase its innovative new products while deepening its connection with Chinese consumers. CEO Calvin McDonald emphasized that the CIIE will allow the company to not only present its offerings but also to gather essential market feedback that can inform future strategies tailored to local preferences.

Similarly, the Italian luxury brand Ferrero has utilized the CIIE to reinforce its commitment to quality and sustainability, essential factors for Chinese consumers. The expo has facilitated direct interactions with potential buyers, enabling Ferrero to gauge market demand and establish relationships that can enhance its distribution network in China.

Technology firms like Japan’s Toray Industries have also found the CIIE beneficial for showcasing innovative materials and products. The event provided an avenue for Toray to connect with local enterprises, fostering collaboration that can lead to the development of new applications and technologies tailored to the Chinese market.

These examples highlight the CIIE 2024 role as a platform for businesses seeking to navigate the complexities of the Chinese market. For foreign investors and business leaders, the expo presents an opportunity to gain insights into consumer behavior, explore potential collaborations, and assess market conditions. By engaging with the CIIE, businesses can better position themselves for success in one of the world’s largest consumer markets.

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