CICPE: A new landscape of two-way opening

Editor's note: Liu Chunsheng, a special commentator on current affairs for CGTN, is an associate professor at the Beijing-based Central University of Finance and Economics. The article reflects the author's opinion and not necessarily the views of CGTN.

As the first expo held after the full island-wide special customs operations of Hainan Free Trade Port and a key event at the start of the 15th Five-Year Plan period (2026-2030), the 6th China International Consumer Products Expo (CICPE) demonstrates the appeal of the Hainan Free Trade Port to the world. Have these brands and products made a successful launch in China? More and more people are turning to CICPE as a north star for consumers.

I. CICPE reshapes new pattern of consumption

China's opening-up has undergone a profound shift. Over the past decade, Chinese consumers' overseas shopping reflected a one-way opening in the consumer market. Today, it focuses on global premieres, Asian premieres, and Chinese premieres. CICPE enables global brands to stage their first shows in the Chinese market, marking a new stage of two-way empowerment in China's consumption opening-up. The latest edition attracted more than 3,400 brands from over 60 countries and regions,  proving the strong appeal of the Chinese market.

This two-way launch model has been driven by the upgrading of China's consumption structure. Consumption habits are shifting from goods-focused to goods-and-services integrated, with rapid growth in new demand for green, healthy, digital and smart products.

In the first quarter of 2026, offline consumption rose steadily, and sales of smart wearables, AI home appliances and health monitors emerged as new favorites, reflecting the inherent momentum of consumption upgrading.

CICPE serves as a precise platform to match this upgrading demand. This year's expo added a pavilion for Chinese brands going global, showcasing porcelain, silk, traditional Chinese medicine and cultural creativity. It also gathered cutting-edge tech consumer products from leading Chinese firms. The yacht section in Sanya attracted major global yacht-producing nations, with international brands accounting for 70%. This two-way layout of Chinese brands going global and global products entering China has broken down one-way barriers, positioning China as a source and hub of global consumption trends.

II. From first-time visitors to repeat customers: Premiere economy boosts sustainable consumption

A core value of the CICPE is shifting consumption from one-off experiences to long-term repurchases. The shift from first-time visitors to returning customers reflects the integration of the premiere economy with consumption scenarios and the enduring appeal of China's consumer market.

The premiere economy has become a new engine for consumption growth. CICPE has launched the "CICPE New Product Show" event with five themed sessions, featuring nearly 100 Chinese and foreign brands. Global premieres and Asia debuts of high-end watches, concept cars and cultural products quickly turned curiosity into purchases, forming a virtuous cycle of attraction, experience, repurchase and and reputation.

Policy support and market vitality are forging a "repeat customer effect." In the first quarter, the trade-in program for consumer goods gained wide popularity. Aligning with this policy, CICPE has highlighted green smart home appliances and AI terminals. Supported by Hainan's zero-tariff and tax incentives for value-added processing, global brands face lower entry costs. Duty-free retailers have turned exhibits into bestsellers, showing how policy dividends meet market demand.

III. From exhibitors to investors: FTP policy dividends forge new cooperation model

The spillover effect of CICPE is best seen in exhibitors evolving into investors. Over five years, more than 70 leading enterprises have settled in Hainan via CICPE, turning exhibition traffic into long-term presence and opportunities into real outcomes. This transition is fueled by the institutional advantages of Hainan Free Trade Port and the logic of two-way consumption opening.

Policy dividends are accelerating the shift from exhibitors to investors. After the launch of island-wide special customs operations of Hainan Free Trade Port, zero tariffs, low tax rates and simplified tax rules continue to take effect, with the 30% value-added tax exemption cutting investment costs. Many foreign brands set up factories in Hainan shortly after their debut at CICPE, benefiting from tariff-free imported materials and selling globally. Long-term exhibitors have deepened their presence by building industrial parks and international business centers, moving from participation to rooted development.

Industrial investment events have promoted implementation. Concurrent with CICPE, the Hainan Free Trade Port Global Industrial Investment Conference focused on biomedicine, digital economy and deep-sea technology, offering hundreds of quality projects and attracting about 1,400 Chinese and foreign firms. It is widely agreed that investing in Hainan means investing in the future. Some enterprises have launched demonstration projects and signed agreements on multiple campsites, turning exhibition cooperation into long-term investment and extending consumption scenarios into industrial applications.

A two-way investment pattern is also taking shape, not only drawing global brands to invest in China but also helping Chinese brands go global. Chinese enterprises have built baking bases and expanded into Southeast Asia via Hainan, while international consortia have launched full-chain health projects. This two-way flow of investment makes China a key hub for global industrial and supply chains and a bridge for Chinese brands to explore the world.

With the continuous implementation of Hainan Free Trade Port policies and the upgrading of CICPE's functions, China's two-way consumption opening will enter a new phase. China will advance high-level opening-up at a greater intensity, using two-way consumption opening to bring more certainty to the global economy and share the benefits of its consumption upgrading with the world for mutual development. As a major platform for openness and cooperation, CICPE will remain a bridge, connecting China and the global consumer market and writing a new chapter of consumption upgrading and shared prosperity.