USD 78 billion in deals at the China International Import Expo 2023 : a Record

China International Import Expo 2023 Closes with Record Deals Worth $78.41 Billion

Quick hello. I am Jon Wang, and I help foreign brands turn China interest into real business. A record 78 billion dollars in deals at the China International Import Expo sends a clear signal: China still wants foreign goods. But an expo handshake is only a start. The brands that convert it follow up online, in Chinese. Here is how to make the most of it.

This article provides a comprehensive overview of the 6th China International Import Expo, highlighting its success, the enthusiastic participation of luxury brands, and the supportive stance of the Chinese government towards international trade

Better than single Day.

Record-Breaking Deals at CIIE:

The 6th China International Import Expo (CIIE), a pivotal event in the global trade calendar, concluded today, marking a spectacular close to six days of dynamic exhibits, insightful panel discussions, and high-level meetings. This year’s expo, a beacon of international trade and cooperation, witnessed a staggering $78.41 billion in tentative deals, a robust 6.7% increase from the previous year. This upsurge underscores the unwavering interest of Chinese consumers and businesses in foreign goods, services, and technology, even amidst challenging economic conditions.

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Chinese Distributors are Hungry for oversea brands

Unprecedented Engagement: Chen Xiao, CEO of Shanghai Yacheng Culture, a leading business firm, shared his observations with the South China Morning Post:

“The foot traffic and buying interest at this year’s CIIE were unparalleled. China’s progressive reopening has unleashed a strong demand for international products, resonating with both corporate entities and individual consumers.” source

Luxury Brands and Distributors in China

The expo, inaugurated by President Xi Jinping in 2018 amid the US-China trade tensions, has since evolved into a platform celebrating China’s role as a major global consumer. The 2023 edition, the largest to date, showcased over 3,400 exhibitors and drew nearly 400,000 accredited visitors. Luxury brands seized this opportunity to enrich their brand narratives, with a focus on cultural exchange. Cartier, for instance, showcased its deep affinity for Chinese culture through the screening of its brand film ‘L’Odyssée de Cartier,’ while Bulgari captivated audiences with its ‘East Meets West’ interactive art installations. source

Chinese Leadership’s Support and Future Prospects: This year’s CIIE was further distinguished by the presence of a high-ranking Chinese political leader, a first since 2019. Premier Li Qiang, in his address to over 1,000 government officials and business leaders, committed to easing policies and expanding opportunities for foreign enterprises. Emphasizing China’s vast market potential, Li highlighted the significant purchasing power of the country’s 400 million middle-income consumers, presenting a lucrative prospect for international businesses.

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What the 2026 data says

The China International Import Expo’s record deal value shows China is still actively courting foreign products and suppliers. But a signed letter of intent is not a sale. Chinese buyers and partners vet you online afterwards, on Baidu, Zhihu and your Chinese site. The brands that win are visible and credible in Chinese, so the expo lead actually converts.

How we turn interest into deals

We are a small Shanghai team, and we built our name turning China interest into real, closed business. We make you credible online and nurture the leads that expos and meetings create. See our B2B lead generation case study, then get in touch through our contact form. Friendly team, fair prices, real results.

The 2025 CIIE just hit a new record: USD 83.49 billion in deals

The 8th China International Import Expo wrapped up in Shanghai in November 2025 with USD 83.49 billion in tentative deals, up 4.4 percent and the highest figure ever. It pulled 4,108 exhibitors from 138 countries and regions, including 290 Fortune 500 and top industry names. For a foreign brand the read is simple: China is still buying from abroad, and the buyers and distributors are in one room for a week. The hard part is what happens after you shake hands. source.

What Chinese pros say on Zhihu

There is a long Zhihu thread on how foreign companies can actually use the Import Expo to win in China. The most useful answers are practical, not flag-waving.

Q: “How can multinational companies use the China International Import Expo to seize the ‘China opportunity’?”

A (translated): “Read what local consumers want. Demand for personalised, high quality, green and safe products keeps rising, so a product that just works is not enough, it has to fit Chinese taste and standards. The Expo is also where you meet old partners again and find new ones, so treat it as a place to start business relationships, not only to show goods.”

In short, the expo opens the door, but you still have to fit the local market and keep the conversation going. Read the thread on Zhihu.

The opportunity, and how to take it

A record year at the Expo means more Chinese distributors are actively looking for foreign products, so the opening is real. It converts when a buyer who met you, or heard about you, looks you up afterwards and finds a credible Chinese presence: a clear Chinese site, visibility on Baidu, and a way to ask questions. That presence does two jobs, B2B lead generation that turns expo interest into distributor enquiries, and an e-commerce store so end consumers can actually buy. We are a small Shanghai team, Chinese-native, focused on results instead of vanity metrics, with fair prices for smaller brands. If that fits you, talk to us.

Sources: market data from China Briefing and Daxue Consulting.

Jon Wang is a pragmatic, China-focused consultant with hands-on experience in Chinese e-commerce, distribution and digital marketing, always focused on practical solutions for smaller brands and tighter budgets. Connect with Jon on LinkedIn.