Selling to China: How Foreign Businesses Can Leverage the China International Import Expo

Every November, Shanghai hosts the China International Import Expo (CIIE), the world’s first national-level expo dedicated to imports. Now in its ninth edition, the fair brings together foreign brands, governments, and buyers. Brands from the food, automotive, technology, healthcare, and consumer goods sectors compete for the attention of buyers in a market that imported goods worth 18.48 trillion yuan in 2025. Foreign companies that want to stand out need the right platform, positioning, and messaging, and a follow-up plan that extends beyond the exhibition itself.

The CIIE has two main parts: the Country Exhibition, made up of national pavilions, and the Enterprise and Business Exhibition, which is divided into six sectors. Food and agricultural products make up one of the busiest areas, and are among the most accessible for small exporters. Next comes the automotive sector, which brings together traditional and new-energy vehicles, suppliers, and mobility technologies, followed by the intelligent industry and information technology sector, dedicated to equipment, automation, and digital solutions. Consumer goods cover cosmetics, branded goods, and home and lifestyle products, which meet the demand of the Chinese middle class. Medical equipment and healthcare constitute a rapidly growing sector, while the trade in services encompasses logistics, finance, tourism, and professional services.

What business opportunities does the CIIE offer foreign companies?

Scale and momentum

The 2026 CIIE runs from 5 to 10 November at the National Exhibition and Convention Center in Shanghai. A record 4,142 companies from 148 countries and regions have signed up for the Enterprise and Business Exhibition, and participants overall come from 162 countries, regions, and international organisations. The total exhibition area exceeds 440,000 square metres for the first time. More than 300 Fortune Global 500 companies and industry leaders will attend, along with over 2,000 first-time exhibitors.[GI5]

Last year’s edition offers a useful benchmark. The 2025 expo generated US$83.49 billion in intended deals, up 4.4 percent year on year.

However, these figures are intended deals, not signed contracts, and the biggest headline numbers come mostly from large corporates.

Who you can meet

The CIIE brings together buyers, distributors, corporates, and government-linked entities, so foreign exhibitors can reach several types of partner in a single visit.

Procurement delegations are a particularly useful route for mid-sized exporters. In 2025, Qingdao’s delegation signed 249 purchase orders with 190 companies from 45 countries.

Start-ups also have a dedicated entry point. Dezan Shira & Associates (DSA) had its own booth in the Innovation Incubation Special Section in 2025.[GI6]

A launch platform for new products

More than 480 products will make a global, Asian, or China debut at this year’s expo, a record. Organisers have also introduced 18 new facilitation measures to streamline customs clearance. For imported consumer goods making their China debut, clearance has fallen from at least seven days to as little as same-day release.

How can foreign businesses enter the Chinese market after the CIIE?

Meeting buyers at the CIIE is only the first step. Foreign businesses then need to choose how to enter China. There are three main routes: direct exporting, working with local distributors or agents, and establishing a local entity.

Direct exporting

Under this route, you sell to a Chinese buyer or platform without a local entity. Cross-border e-commerce offers a faster, lighter setup, but delivery times are longer.

Under general trade, a Chinese importer registered with customs must clear the goods, so you depend on your buyer. Direct exporting suits businesses that want to test demand with low commitment.

Local distributors or agents

This is the typical route after the CIIE. Distributors and agents give you faster access to existing networks and a lower operational burden.

The trade-off is less margin and brand control, as well as dependence on your partner. Agents usually earn a commission rather than buying your stock, so inventory risk stays with you. This route suits brands that want a network without heavy investment.

Local entity

The main options are a representative office (RO), a wholly foreign-owned enterprise (WFOE), and a joint venture (JV).

An RO can carry out market research and liaison only, with no sales. Setup takes about four to six weeks for an RO and two to five months for a WFOE. A WFOE gives you full control, but at a higher cost and with greater commitment. A JV shares control, which is useful where you need a local partner or where China’s Negative List requires Chinese participation in a sector.[GI8]

A local entity suits businesses that want a committed, long-term presence.

How to choose

Four factors should guide your decision:

• Expected sales volume;
• Product regulation, for example, for food, medical, or other regulated goods;
• The need for brand control and after-sales service; and
• Your budget and risk appetite.

What regulatory requirements apply when selling to China?

Product registration and certification

Many products, particularly food, cosmetics, medical devices, and goods subject to compulsory certification, must be registered or certified before they can be sold in China. The requirements vary by sector.

Overseas manufacturers of food exported to China must register with the General Administration of Customs of China (GACC). GACC Decree 280, in force since 1 June 2026, replaced Decree 248 and revised the registration routes.

China Compulsory Certification (CCC) applies to imported and domestic goods alike. The National Medical Products Administration (NMPA) requires foreign medical-device manufacturers without a Chinese legal entity to appoint a China-based legal agent when they start registration.

For more depth, in this publication you can find our coverage of licensing schemes for industrial products, food production and distribution, and advertising.

Import duties and VAT

Importers face three main taxes: customs duties, import value-added tax (VAT), and, for some goods, consumption tax. Import VAT is calculated on the customs value of the goods plus import duty and consumption tax. The standard VAT rate is 13 percent, with a reduced 9 percent rate for some goods, such as many agricultural products.

Consumption tax adds further cost to some categories, such as high-end cosmetics, alcohol, and motor vehicles.

Pricing considerations

Build your price from the landed cost, which includes duties, VAT, consumption tax, logistics, distributor margin, and retailer margin.

Resale price control also needs care. China’s Anti-Monopoly Law generally prohibits fixing resale prices or imposing minimum resale prices, so a distribution agreement should not dictate the prices a distributor charges third parties.

IP protection

China generally follows a first-to-file system, so companies should register trademarks as part of market-entry planning, not after launch.

This matters for CIIE exhibitors. After attending an exhibition or business meeting in China, companies may find that someone else has already filed their trademark.

Foreign companies without a local presence must use a trademark agent. Registration generally takes about six to nine months.

How can foreign businesses turn CIIE contacts into sales?

A busy CIIE produces business cards and promising conversations, but neither is a sales channel. The weeks after the expo decide whether a contact becomes a reliable partner. Foreign businesses should check who they are dealing with, put the relationship into a clear contract, and agree who handles customers once the goods arrive.

Start with partner due diligence

Before discussing terms, verify the distributor’s identity. Checks can cover shareholders, key personnel, capital contribution status, approved business scope, and history of administrative penalties. Much of this information is available through China’s official National Enterprise Credit Information Publicity System.

Each check answers a practical question. Who really owns the company? Is it legally allowed to sell your product category? Has it had problems with the authorities before? A friendly meeting at the expo cannot answer these questions.

Build the essentials into your distribution agreement

A strong distribution agreement should decide on exclusivity, tie it to minimum sales targets, and define who pays for China sales and mar…. Exclusivity without sales targets can leave your product in the hands of a partner that does little to sell it.

The agreement should also cover territory, term, termination, IP use, and dispute resolution. As noted above, it should not fix the prices your distributor charges third parties.[GI10]

Get the contract formalities right

Formalities matter as much as the commercial terms. The distributor’s legal representative should sign the agreement, the company chop (official seal) should be applied, and the company’s registered Chinese name should appear in the contract.

Keep the distributor independent

Balance is important here. An agreement that over-dictates the distributor’s operations under your brand may be treated as a franchise model. Protect your brand and your IP, but leave the distributor in charge of its own business.

Agree local sales and after-sales arrangements

Many disputes arise after the sale, not before it. Clarify from the start who handles Chinese-language labelling and materials, warranty, returns, customer service, and spare parts. The parties should also agree who bears the cost of translating materials into Chinese.

Settling these points in writing protects your brand with Chinese customers, who will judge you by the service they receive.

From expo contact to signed agreement: a 30/60/90-day plan

How Dezan Shira & Associates can help

Moving in this order keeps the commitment proportionate to what you have learned about the partner.

The CIIE is often where business relationships begin, but successful market entry depends on the steps taken afterward. Choosing the right market entry structure, ensuring regulatory compliance, protecting intellectual property, and maintaining operational compliance are all critical to converting opportunities into sustainable growth.

Dezan Shira & Associates can support foreign businesses throughout their China market entry journey, including:

• Market entry strategy and corporate establishment
  Advising on the most suitable market entry model, whether through a representative office, joint venture, wholly foreign-owned enterprise (WFOE), or alternative structures. DSA assists with feasibility assessments, company formation, licensing, and post-establishment compliance.
• Tax, accounting, and financial planning
  Helping businesses navigate China’s tax environment, including import VAT, consumption tax, transfer pricing considerations, accounting setup, financial reporting, and ongoing tax compliance. DSA also supports the financial structuring of new China operations to improve efficiency and reduce compliance risks.
• Due diligence and compliance support
  Conducting commercial and compliance due diligence on distributors, suppliers, and potential business partners, while helping companies establish internal compliance processes to meet China’s evolving regulatory requirements.
• HR and payroll solutions
  Assisting with workforce planning, employment compliance, payroll administration, social insurance contributions, and ongoing HR management as businesses expand their local presence.

From initial market assessment through company establishment and operational support, DSA’s integrated advisory services help foreign investors reduce risk, accelerate market entry, and build a solid foundation for long-term success in China. Engaging professional advisors early, ideally before commercial negotiations progress too far, can help prevent costly restructuring, compliance issues, and operational challenges later on.