Global Companies Debut Products at China International Import Expo

The China International Import Expo in Shanghai is showcasing innovations across various sectors, with over 480 products and technologies making their global, Asian or China debuts. This year's expo features a range of new products, including a cochlear implant designed to help users navigate noisy environments and a home-renovation solution that can transform a kitchen in just three days. These debuts highlight China's growing importance as a market for international product launches.

China's vast market and rising consumer expectations are driving companies to innovate and improve product quality. In 2025, the country imported around $2.58 trillion worth of goods, maintaining its position as the world's second-largest import market for the 17th consecutive year. Companies like Dyson are accelerating innovation in response to China's tech-savvy consumers and fast-developing domestic brands. Will Kerr, vice president of categories at Dyson, notes that China is a key market for understanding changing consumer expectations and gathering feedback.

The CIIE provides a platform for companies to launch new products and gather feedback from consumers. L'Oréal's AirLight Pro hair dryer, for example, made its China debut at the 2024 CIIE and was later released in the Chinese market with features designed to address the needs of consumers with fine hair or hair damaged by chemical treatments. The expo allows companies to connect with potential users and buyers, and to explore new ideas and innovations.

Introducing a product at an exhibition is only the first step; companies must also navigate regulatory requirements and turn initial interest into market access and sales. Shanghai has introduced measures to make it easier for eligible imported consumer goods to enter the market, including streamlined customs inspection procedures that can reduce clearance time to as little as a same-day release. This is particularly important for perishable goods, such as fresh fruit.

The city of Shanghai has developed a year-round exhibition and sales network to help companies maintain their presence after the expo. The Hongqiao Import Commodities Exhibition and Trade Center, also known as Hongqiao Pinhui, allows international brands to continue displaying and selling their products after the expo. Companies like Bosch are using this platform to reach potential buyers and move closer to commercial sales in the Chinese market.

For some products, entering the Chinese market involves more than customs clearance and sales channels; companies must also navigate regulatory requirements. The CIIE can help companies connect with local institutions and better understand the procedures involved in bringing their products to market. British consumer healthcare company Haleon, for example, worked with Chinese dental institutions on local clinical validation for its Parodontax gum-care toothpaste, which made its China debut at the 2024 CIIE.

The CIIE can also bring international technology providers together with Chinese industrial partners, creating opportunities for cooperation that may lead to further investment. Swedish technology group Hexagon, for example, signed a strategic cooperation framework agreement with China Aerospace Science and Industry Corporation (CASIC) during the 2019 CIIE, exploring intelligent manufacturing solutions for the aerospace industry. Hexagon has since expanded its operations in China, establishing its China R&D headquarters and research centers in several cities.

Key points

• Over 480 products and technologies are making their global, Asian or China debuts at the China International Import Expo in Shanghai.
• China's vast market and rising consumer expectations are driving companies to innovate and improve product quality.
• The CIIE provides a platform for companies to launch new products, gather feedback from consumers, and connect with business partners.