Small Exporters, Big Opportunities: Insights from the 8th CIIE
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Among the notable exhibits are Peruvian blueberries presented by Joy Wing Mau Chile Spa. Larger and crisper than usual, these berries fill a seasonal supply gap for Chinese consumers. “People here are looking for variety, not just basic availability,” said Guo Min, the company's deputy marketing director. The firm now sources over 300 types of fruit from more than 40 countries, highlighting the scale and diversity required to satisfy China's middle-income consumers, projected to surpass 800 million within the next decade.
Policy signals reinforce these opportunities. Guidance for China's 2026–2030 economic planning emphasizes expanding import channels to diversify consumer options and support higher-value domestic production. Structural indicators illustrate the openness:
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World's second-largest import market for 16 consecutive years
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Average tariff rate down to 7.3%
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Negative list for foreign investment reduced to 29 items, with none in manufacturing
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China's openness index rose 0.5% in 2024, according to the Chinese Academy of Social Sciences’ Institute of World Economics and Politics, while the global index declined slightly
For larger firms, these trends underline both competition and strategic necessity. Panasonic, participating since the expo’s launch, notes that the market increasingly rewards product relevance and adaptability. Its China operations now account for roughly 30% of global profits, reflecting both the scale of opportunity and the intensity of local competition.
Smaller exporters are also capitalizing on the expo. Prince Muramba, a Rwandan coffee producer, returned this year aiming to expand distribution across China. Facilitated by zero-tariff treatment for least-developed countries, he hopes to place his coffee in both online and offline retail channels. The expo provides these businesses with practical entry pathways, reducing barriers that previously limited international expansion.
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