Despite the ongoing trade war, nearly 200 American firms are at this week's China International Import Expo. Many have been hit by the tariffs - but they're optimistic about the future. CGTN's Roee Ruttenberg reports from Shanghai.

Big name American brands dot the pavilions at this week's Import Expo in Shanghai. But it's hard to forget the bumpy ride some of these companies have had just getting here.

In August, America's number two automaker, Ford, scrapped plans to sell a made-in-China model in the US. It's CEO dubbed it a casualty of Washington's trade war with Beijing. He said tariffs are costing the company one billion dollars.

General Electric was already having a bad year even before the tariffs went into effect. The company estimated duties would cost it 300-400 million dollars.

Whirlpool says it'll spend roughly the same amount — additional cost sourcing metals — equivalent to the company's total profits last year.

And Caterpillar, maker of machines mostly for construction and mining is also bracing for increased material costs. But there's a double whammy.

ROEE RUTTENBERG SHANGHAI "In the U.S., Caterpillar sells equipment to American farmers. But they're facing retaliatory tariffs by China on some of THEIR goods. So, domestically, the company has seen a setback in purchases."

Honeywell's CEO also said tariffs were squeezing margins. But in China, the company expects growth.

LYDIA LU VP, HONEYWELL CHINA "Outside of the US, China is the only country that we have a connected enterprise business group on the ground. The majority market is here, R&D and the manufacturing are here, we serve the local market using the technology on the ground."

There was no official U.S. exhibit, a decision viewed by some as a snub by Washington. But there's politics, and then there's business.

CRAIG ALLEN PRESIDENT, US-CHINA BUSINESS COUNCIL "American companies are very bullish on the Chinese market. We hope to expand our presence here, to do more business here, to have more exports here, to have more investment here. So we are here for the long term and hopeful that the two governments will be able to resolve their differences so that we can move on to greater prosperity for all."

Chinese officials say they're encouraged by the large number of American companies that came anyway. But admit, there's work to be done.

WANG XINKUI VICE-CHAIR, SHANGHAI CPPCC"We agreed at the last Politburo meeting that we need to keep foreign investment stable. Meaning, we need to improve the environment for companies wanting to do business here, especially ones that already have a presence in China."

The message to U.S. companies — the door to China is still open and the ride will get smoother. Roee Ruttenberg, CGTN, in Shanghai.