Since its inception, the expo has attracted participants from more than 180 countries, regions and international organisations.

The National Exhibition and Convention Centre (Shanghai), the main venue for the 7th China International Import Expo (CIIE), in east China's Shanghai, on November 4, 2024.

As the ninth China International Import Expo (CIIE) approaches, Kenyan businesses have a fresh opportunity to explore one of the world’s largest consumer markets and find new buyers for their products.

The expo, scheduled for November 5 to 10 in Shanghai, comes at a time when countries are looking for new markets, businesses are seeking growth opportunities and governments are under pressure to strengthen their economies through international trade.

Since its launch in 2018, the CIIE has grown beyond an exhibition of foreign products as it has become an important meeting point for businesses looking for customers, investors exploring new opportunities and countries seeking to increase their exports.

What makes the expo particularly important is its focus on imports, giving foreign companies a platform to introduce their products and services to Chinese consumers and industries.

For Kenya and the wider African continent, this presents an opportunity that should not be overlooked as african countries have long sought to diversify their export markets, increase the value of their products and reduce their dependence on a limited range of commodities.

The CIIE provides an avenue for pursuing these ambitions, but success will depend on how well businesses and governments prepare to take advantage of the opportunities available.

Overseas exhibitors have made about 27,000 appearances at its business exhibitions, with more than 3,400 new products, technologies and services making their debut.

These figures demonstrate the growing interest in the Chinese market and the role the expo has played in helping businesses establish commercial relationships that go beyond the event itself.

China's continued efforts to open its market to foreign products also come at a time when the country is seeking to boost domestic consumption and achieve more balanced trade.

For exporters, this makes the Chinese market particularly attractive becauae China is not only a major manufacturing centre supplying goods to the rest of the world, but also a market where demand for foreign products can create opportunities for businesses across different sectors.

Kenya should therefore look at the CIIE as more than an opportunity to showcase its product but also  as a platform for building lasting trade relationships and expanding the country's presence in the Chinese market.

Kenya has a range of products that could perform well in China, including coffee, tea, avocados, macadamia nuts and other horticultural product, but the challenge is ensuring that these products can compete with those from other countries.

This will require Kenyan businesses to pay greater attention to quality, packaging, branding and reliable supply chains because better packaging, improved processing and stronger branding could help them stand out in a competitive market while earning more from their exports.

The experience of Syrian businessman Muhannad Shakally offers a useful example of what can be achieved through the expo.

Shakally first introduced traditional Syrian soap to Chinese consumers at the inaugural CIIE in 2018. What began as an attempt to test the market has since grown into a business receiving monthly orders exceeding five tonnes, equivalent to about 20,000 bars of soap.

His products now sell so quickly that he does not need to maintain large stocks. He is preparing to return to this year's expo with plans to introduce aromatherapy products and Syrian herbal teas.

“They sell almost as soon as they arrive. I don't even keep inventory,” he said.

His experience shows that businesses do not necessarily need to be large multinational corporations to find opportunities in China.

The expo also offers opportunities beyond agricultural exports.

Austria's WFL Millturn Technologies, a machine tool manufacturer that entered the Chinese market more than two decades ago, is among the companies participating in this year's event. The company shipped its exhibits from the industrial city of Linz in August as it prepared to expand its presence in China and the wider Asia-Pacific region.

WFL Managing Director Stefan Hackl said China's central role in global manufacturing had influenced the company's decision to participate.

“I don't see any good reason why we will not be successful in China in the upcoming decades,” Hackl said.

His remarks reflect the confidence some foreign companies have in the Chinese market and underline the potential for businesses to establish a long-term presence through sustained investment and engagement.

For Kenya, the benefits of participating in the CIIE need not be limited to selling goods as the exhibition can also help attract investment, create opportunities for technology transfer and introduce local businesses to new production methods and business partnerships.

The timing is also significant following China's introduction, from May 1, of zero-tariff treatment for imports from all 53 African countries with which it has diplomatic relations.

The measure could make eligible African products more competitive in the Chinese market, opening further opportunities for exporters. However, lower tariffs alone will not guarantee success.

Businesses must understand Chinese consumer preferences, meet food safety and other regulatory requirements, and develop the logistics needed to transport products efficiently.

These considerations are particularly important for agricultural goods, many of which require careful handling and timely delivery.

Governments also have a role to play by providing exporters with reliable market information, supporting certification processes and helping smaller businesses identify potential buyers.

For Kenya, the real value of the CIIE will be determined by what happens after the exhibition closes.

As businesses prepare to gather in Shanghai, Kenya has an opportunity to strengthen its trade relationship with China and give its products greater visibility in an increasingly competitive global market.