China’s economic potential is a hot topic, but what’s really driving the buzz? The China International Import Expo (CIIE) in Shanghai is more than just a trade show—it’s a gateway to understanding the world’s most dynamic consumer market. And this is the part most people miss: it’s not just about selling products; it’s about building relationships, showcasing innovation, and tapping into trends that are reshaping global commerce.
On November 9, business leaders and diplomats gathered for the Potside Chats “CIIE Roundtable: New Horizons” salon, an event co-organized by the Foreign Affairs Office of the Shanghai Municipal People’s Government and China Daily. The goal? To dissect China’s evolving consumer landscape and the global impact of its high-level opening-up. But here’s where it gets controversial: while political tensions simmer between China and other nations, companies are doubling down on their presence in the Chinese market. Why? Because, as Eric Zheng, president of AmCham Shanghai, put it, “China is at a stage where consumers are ready to shop.” Zheng highlighted the CIIE as a critical platform for foreign brands, including American ones, to showcase their offerings. Despite geopolitical challenges, U.S. companies remain committed, viewing China as a strategic market. Is this pragmatism or a sign of deeper economic interdependence? Let’s discuss in the comments.
Oscar Felipe Rueda Plata, commercial counselor of the Embassy of Colombia in China, offered a fascinating perspective on Chinese consumer behavior. From the viral popularity of Labubu dolls to the Zibo barbecue craze, live-streaming commerce, and the unexpected collaboration between Luckin Coffee and Guizhou Moutai, he described Chinese consumers as “unpredictable, emotional, and collective.” Colombia, honored as the guest country at this year’s CIIE, sees this as more than a coincidence. Rueda Plata noted, “Eight is a lucky number in Chinese culture, symbolizing prosperity. I believe this reflects the strengthening relationship between our countries.”
Health and natural nutrition are also taking center stage, according to Ivan Kinsella, vice president of Public Relations at Zespri Greater China. “Healthy living isn’t just a trend—it’s a lifestyle shift,” he said. For Zespri, the CIIE has been a game-changer, doubling their sales to China to 160,000 tons since the expo’s inception eight years ago.
Jelena Grubor Stefanovic, director of the Serbian Chamber of Commerce in China, emphasized the CIIE’s role in networking and relationship-building. “Shanghai isn’t just a city; it’s a launchpad for businesses entering China,” she explained. Its international vibe and supportive ecosystem make it an ideal starting point for newcomers.
The hospitality industry isn’t left behind either. Mark Kirk, general manager of the Grand Kempinski Hotel Shanghai, called the CIIE “the most important event for hospitality in Shanghai,” offering a unique opportunity to connect with a diverse international audience.
Meanwhile, Dragana Kostic, vice president of BMW Asia Pacific Technology Center, positioned the CIIE as a showcase for innovation rather than sales. “We’re here to demonstrate our technology and collaboration efforts,” she said. Shanghai’s appeal as a hub for BMW’s Asia Pacific Technology Center lies in its ability to foster cross-cultural teamwork.
But here’s the question: As China’s consumer market continues to evolve, will global businesses prioritize long-term relationships over short-term gains? And how will geopolitical tensions influence this dynamic? Share your thoughts below—this conversation is just getting started.