From 2018 to 2026, during the nine consecutive years of participating in the CIIE, Sheng Wenhao, CEO of New Zealand's New Zealand Dairy Asia Pacific region, witnessed the tremendous changes in the Chinese consumer market.

What impressed him deeply was that when he participated in the first CIIE in 2018, due to inspection, quarantine, transportation and other factors, fresh milk usually took 7 days to arrive in the Chinese market from New Zealand farms, and there was also a 10% tariff. Nowadays, these two indicators have become three-day delivery and zero tariffs; When participating in the second CIIE, New Zealand launched a global milk powder at the CIIE site, which was sold to many counties in China in just three months. The promotion speed and sales volume exceeded the company's expectations.

Sheng Wenhao said, "New Zealand is a witness and beneficiary of the high growth of the Chinese consumer market, and the sense of gain brought to New Zealand by the CIIE has truly made us realize that the CIIE is a platform for buying and selling globally, and a platform for truly building multilateral trade win-win. China's institutional openness benefits both Chinese consumers and the world

At this year's CIIE, New Zealand also launched multiple new products tailored to the characteristics of the Chinese consumer market, and the company signed a contract in advance for the 10th CIIE.

In recent years, China has steadily become the world's second largest consumer market and import market. During interviews at the 9th China International Import Expo, several business leaders conveyed the same message: Against the backdrop of global trade restructuring, the Chinese market still possesses unique charm. The first eight editions of the CIIE have attracted over 180 countries, regions, and international organizations to participate, with a cumulative intended transaction volume exceeding 580 billion US dollars.

On November 5th, the "World Open Report 2026" released by the 9th CIIE and Hongqiao International Economic Forum showed that from 1990 to 2025, China's Open Index rose from 0.5891 to 0.7551, an increase of 28.18%, ranking among the top in the world. Especially against the backdrop of a decline in the overall level of openness in the world by 2025, China's relative ranking of openness has risen one place against the trend, and the overall level of openness continues to be at a historical high.

Confidence in the sustained growth of the consumer market

During this year's CIIE, multiple consumer goods brands launched aging friendly products targeting the elderly population with the theme of silver economy. Among them, New Zealand Dairy has newly launched a variety of high protein milk powder for the elderly population.

Sheng Wenhao stated that China's population structure is undergoing profound changes, with a continuous expansion of the silver haired population and a growing awareness of proactive health. Among them, the demand for nutritional supplements among middle-aged and elderly people is no longer limited to a single demand, which has become a new consumption growth point in the industry.

In order to meet the demand of the Chinese market, New Zealand launched a special research and development project for middle-aged and elderly milk powder a few years ago. Currently, this type of product accounts for about one tenth of the company's category. Sheng Wenhao said, "China's silver haired economy has enormous consumption potential, and the characteristics of upgraded consumer quality are also very obvious. Against this backdrop, New Zealand will continue to increase research and development investment around the silver haired economy in the future, and create differentiated upgraded milk powder for middle-aged and elderly people through various nutrient combinations

As a "full-time student" of the CIIE, Lesaffre also deeply feels the momentum of China's sustained consumption growth.

Yang Hong, President of Lesaffre Greater China, observed that the Chinese consumer market is not changing in a single line, but evolving in two directions simultaneously: one is more rational, and consumers will carefully calculate cost-effectiveness; On the one hand, there is a growing demand for health, natural, and clean labels. The same goes for the B-end, which not only has a good taste, but also requires easier operation and more stable production.

He stated that the direct impact of changes in the Chinese consumer market on businesses is that products cannot only meet a single demand. Therefore, Lesaffre's debut of Durham ready mixed powder and semi dry frozen yeast at the CIIE this year is based on this idea - balancing good taste, healthiness, and practical processing. To achieve these goals simultaneously, research and development must be prioritized in the Chinese market, rather than using mature products for localized adaptation

As one of the foreign-funded enterprises that established its presence in the Chinese market in 1972, Cargill's business in China currently covers more than 20 provinces and cities, with 42 operational points, over 5500 employees, and 4 innovative research and development centers.

Liu Chang, Vice President of Cargill China North Asia, stated that as a large global food consumer and importer, Chinese consumers' demand for diversified, nutritious, healthy, and environmentally friendly food continues to increase, providing ample space for Cargill's innovation and sustainable solutions.

In recent years, Cargill has continued to promote agricultural and food trade between China and the United States. She said that China has a huge agricultural and food consumption market, and the United States is an important agricultural producer in the world. High quality agricultural products flow smoothly under the premise of meeting safety standards, market demand, and commercial principles, which is beneficial to farmers, processing enterprises, and consumers. Cargill supports both parties in maintaining dialogue and communication, expanding mutually beneficial cooperation, and maintaining supply chain stability through a more open, stable, transparent, and predictable trade environment.

Confidence in long-term investment and cooperation

In the past two years, in order to further deepen our understanding of the development and evolution of China's energy industry, and to support the development of China's energy industry in a better and more efficient way, Domenico DiGiambattista, Vice President and President of Underwater and Ground Pressure Control Systems at energy technology company Baker Hughes, has participated in two consecutive CIIE sessions. Baker Hughes is a "full-time student" at the CIIE.

Domenico was impressed when a manager of a Chinese oil company invited a university professor to a sub forum at last year's CIIE to consult with the company on how to solve some complex technical problems in oil and gas equipment development.

In his view, promoting the advancement of oil and gas technology is a common direction for the entire industry. At the same time, collaboration is playing an increasingly important role in accelerating innovation and addressing complex technological challenges. China's strong supply chain capabilities, combined with innovative collaborations with companies such as Baker Hughes, are driving continuous technological iteration and creating value for all parties involved.

Domenico stated that the continued opening up of the Chinese market allows Baker Hughes to establish partnerships with various links in the Chinese petroleum ecosystem, including oil companies, academia, industry associations, etc., thereby achieving 1+1>2 cooperation, which is also an important reason for Baker Hughes to continue to deeply cultivate the Chinese market. ”

As a "full attendance student" at the CIIE, looking back at his participation experience in the past few years, Yang Hong's feeling is that the weight of "discussing matters" at the CIIE is becoming increasingly important. In the early years, most people visited exhibition booths and learned about products; Nowadays, there are more discussions on research and development, production lines, and long-term cooperation at exhibition booths. The CIIE has grown from an international exhibition platform to an industrial cooperation hub, with four functions of international procurement, investment promotion, cultural exchange, and open cooperation all being implemented and effective.

What impressed Yang Hong the most was the speed of cooperation implementation. Previously, Lesaffre signed a contract with local governments on the CIIE platform to expand production capacity, and now the new factory has been put into operation; The cooperation with time-honored enterprises has also shifted from simple product supply to joint research and development.

Yang Hong said that the CIIE is like a bridge, promoting cooperation between Lesaffre and Chinese food companies from "product supply" to "joint research and development".

During the interview, Liu Chang repeatedly talked about Cargill's long-term confidence in the Chinese market. She stated that the company's long-term confidence comes from genuine and sustained market demand, as well as long-term opportunities for industry development. China has a huge consumer market, a complete industrial system, rich application scenarios, and constantly enhancing innovation capabilities. Consumers' demands for nutrition, health, food safety, product quality, and sustainable development are also constantly upgrading. Based on these long-term trends, Cargill will continue to increase its investment in China.

(Author Tian Jin)