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The sixth China International Consumer Products Expo has assembled 3,400-plus brands from over 60 countries and regions, forging a global platform for premium consumer goods.
Here are some of the highlights so far from the ongoing event:
As China pushes to integrate artificial intelligence more deeply into consumer markets and the real economy, Alibaba Group's domestic e-commerce arm is using the China International Consumer Products Expo to showcase how AI can reshape both online shopping and manufacturing.
At the ongoing expo in Hainan province, Taobao and Tmall Group presented a range of AI-powered tools designed to improve how consumers discover products and how factories develop and sell them.
"The platforms of Taobao and Tmall already have massive users, merchants and products, which makes them one of the best commercial testing grounds for AI," said Song Tao, vice-president of Taobao and Tmall Group, in an exclusive interview with China Daily.
Rather than focusing solely on technology, Song said the company's priority is to build AI systems that solve consumer pain points while helping merchants grow.
"We believe useful AI must do two things at the same time: improve the consumer experience and create growth for merchants," he said.
The company's push comes as Chinese policymakers move to strengthen the role of e-commerce in supporting the real economy.
Six Chinese government departments, including the Ministry of Commerce and the Ministry of Industry and Information Technology, recently issued guidelines to promote high-quality development of e-commerce.
The document calls for deeper integration between the digital and real economies, including using e-commerce to support small and medium-sized enterprises and rural areas, advancing industrial digitalization and encouraging technological innovation to upgrade consumption.
It also emphasizes expanding high-standard opening-up through cross-border e-commerce and the Silk Road e-commerce initiative, while improving regulatory frameworks and encouraging Chinese e-commerce companies to expand overseas in compliance with relevant rules.
Alibaba's decision to spotlight its AI strategy at the expo also reflects a broader policy upgrade linked to the development of Hainan Free Trade Port.
This year marks the first year of the Hainan FTP island-wide special customs operations, giving the Hainan expo added significance, Song said.
"It is not only a showcase, but also a place to test, launch and sell new products," he said, adding that the expo has increasingly become a gateway for international brands seeking entry into China's consumer market while offering Chinese companies a platform to expand globally.
Located near Southeast Asia and close to the Guangdong-Hong Kong-Macao Greater Bay Area, the Hainan Free Trade Port can also serve as a hub linking Chinese brands with a wider regional consumer base, Song added.
Taobao and Tmall platforms are deploying AI tools across both consumer-facing services and merchant operations. The platforms are also using AI to help bring traditional manufacturers — particularly small factories with limited e-commerce experience — onto their marketplaces.
Through Taobao Factory's "Spark" system, factories can use platform data to identify trending categories, optimal price ranges and common consumer complaints, helping guide product development before production begins.
The system can also generate product descriptions, marketing copy and short video scripts, translating factory-level product advantages into consumer-friendly selling points.
It further automates customer service, order processing, logistics coordination and after-sales services, allowing factories to operate online stores with fewer resources.
"In the past, factories were good at making products but not necessarily good at selling them," Song said. "AI can bridge that gap."
Song said China holds several structural advantages in developing AI-driven consumer applications.
The country's large consumer market generates vast volumes of real-time data that help AI systems understand demand more accurately. China also has a highly integrated manufacturing and digital supply chain that allows new AI products to move quickly from development to mass production.
In addition, Chinese consumers are generally open to experimenting with new technologies, creating rapid feedback loops that help companies refine products.
"These factors mean AI consumer applications in China are not only technically feasible,"Song said. "They are also commercially scalable."
At the expo, Taobao and Tmall Group is also displaying AI glasses from Chinese technology brands alongside robotics and smart devices from companies such as Unitree Robotics and iFlytek.
At the highly anticipated China International Consumer Products Expo (CICPE), Chinese motorcycle manufacturer ZXMOTO presented three new models — most notably the championship-winning 820 RR. Today, from manufacturing techniques to racing performances, Chinese motorcycles have the strength to compete on the same stage with world-class manufacturers. This is not only a milestone in China's industrial development, but also a powerful moment for Chinese manufacturing to demonstrate its real strength on a global stage.
The 6th China International Consumer Products Expo (CICPE) is currently in full swing in Haikou. Among the highlights is the booth of the Hainan Free Trade Port International Services portal, which has attracted a steady stream of global visitors.
As a comprehensive digital gateway, the portal provides "one-stop" services and information for international users interested in working, traveling, studying, living and shopping in Hainan.
By integrating multi-language support and its smart service features, the portal aims to provide a seamless experience for global talents and investors looking to explore the free trade port.
Visit our stand to scan and browse the latest updates, or click to explore our services at https://en.hainan.gov.cn/.
A total of 25 companies from Inner Mongolia are showcasing their products at the sixth China International Consumer Products Expo (CICPE), which opened on April 13 in Haikou, capital of South China's Hainan province. The firms aim to expand market access and explore international partnerships.
The delegation is displaying a wide range of products in a 108-square-meter booth, spanning five categories – food, textiles, health products, agricultural and livestock goods, and ethnic handicrafts.
Among the exhibitors is a sunflower seed producer from Bayannuur, one of China's largest sunflower production bases. "Most of the country's sunflower seeds are distributed from here," said Zhang Wenliang, Hainan sales manager at Sanpangdan Food Co. The company recently launched its products on the UK-based online shopping platform Jobuy.
"This is our first time at the expo. We hope to use this platform to introduce more consumers to the authentic taste of our hometown and to build greater international recognition for our brand," Zhang said.
As a key platform linking domestic and global markets, the CICPE has increased the visibility of regional specialty products.
In 2021, 22 Inner Mongolia companies made their debut, with products such as collagen supplements and mushroom sauces gaining popularity.
In 2022, green agricultural and livestock products took center stage, followed in 2023 by a focus on high-quality, innovative consumer goods.
By 2025, 37 key enterprises from the region had attended the expo as buyers, seeking to introduce premium global products into the local market.
Officials from the Inner Mongolia Department of Commerce noted that cooperation between Inner Mongolia and Hainan has deepened in recent years, following the signing of a strategic framework agreement in 2025.
"Building on the experience of previous expos and on new expectations under the upcoming development plan, we aim to leverage this global platform to bring more Inner Mongolia brands to both domestic and international markets," said a representative from the regional commerce department.
The 2026 Hainan Funteen Fashion Week kicked off with panache and style at Haikou's Qilou Old Street recently.
The event, a highlight of the CICPE fashion season for the ongoing China International Consumer Products Expo, attracted top designers and brands from around the globe — showcasing Hainan Free Trade Port's flair for international fashion.
This fashion week not only highlighted innovative design concepts, but also positioned Hainan as a distinctive player in the global fashion scene — fostering deeper collaborations between local and international fashion industries.
The 2026 China International Consumer Products Expo (CICPE) marks the first edition of the event since the Hainan Free Trade Port fully launched island-wide special customs operations. Let's explore the opportunities global partners are discovering in China.
Canadian companies are stepping up efforts to tap China's vast consumer market, using the ongoing China International Consumer Products Expo as a launching pad for new products and deals as bilateral trade relations between the two countries show signs of renewed momentum.
Canada attended the sixth edition of the expo in Hainan province as the guest country of honor, sending its largest-ever delegation with about 40 companies across sectors including agricultural products, cosmetics, pet food and wellness products.
The expo in the provincial capital of Haikou has increasingly become a platform for foreign brands seeking market access in China — the world's second-largest consumer market and home to a rapidly expanding middle-income group.
"Canada has so much to offer the world — from clean technology to premium foods and world-class consumer products," said Canada's Minister of International Trade Maninder Sidhu at the opening of the Canadian pavilion on Monday.
Sidhu said the participation reflected commitments under the China-Canada Economic and Trade Cooperation Roadmap signed earlier this year, signaling both sides' willingness to deepen economic engagement.
The renewed cooperation comes as both countries look to expand joint business in areas ranging from agriculture and consumer goods to green technology and advanced manufacturing.
Among the companies using the expo to launch new products was Canadian medical technology firm WAT Medical, which unveiled a wearable weight-management device based on targeted neuromodulation technology on Tuesday.
Joe Xu, operations director at the company, said the expo provided more than a traditional trade fair function.
"It's not just a venue for launching products," Xu said. "It's also an important window for understanding global consumption trends and connecting with industry partners."
The company already sells products such as motion-sickness and headache relief wearables on Chinese e-commerce platforms, where sales have been rising steadily in recent years.
Canadian officials said the expo has become a key channel for businesses seeking entry into China's consumer market.
Behzad Babakhani, consul general at the Consulate General of Canada in Guangzhou, said the expo forms part of broader efforts to expand commercial engagement as bilateral relations enter a new phase.
"There's a lot of interest and engagement," Babakhani said.
Foreign companies are also closely watching policy developments in Hainan Free Trade Port, where the FTP's island-wide special customs operations were launched late last year — a landmark step expanding high-standard opening-up and promoting an open world economy.
Xu said his company was evaluating the possibility of establishing an operational presence in Hainan to benefit from the policy framework.
Contact the writers at lijing2009@chinadaily.com.cn
Avolta, the global travel retail and food and beverage company, based in Switzerland, is exhibiting for the first time at the 2026 China International Consumer Products Expo, marking a new chapter in its presence in the Chinese market.
Michael Wong, managing director, North Asia at Avolta, which operates duty-free, convenience retail and food and beverage outlets across 70 countries, said in an exclusive interview with China Daily that the expo provides a platform to showcase its global capabilities and strengthen ties with partners in China, especially Hainan province.
"We are pleased to be participating in this year's expo for the first time as an exhibitor," Wong said. "It provides an important platform to present Avolta's capabilities, strengthen relationships across the industry, and support closer connections between brands, partners, and markets."
Avolta has operated in China for more than 16 years, with locations including Shanghai Pudong, Shanghai Hongqiao, Chongqing, Shenzhen and Wuhan. Earlier this year, the company launched duty-free operations at Shanghai Pudong International Airport's Terminal 1 and Satellite 1 - the first time an international operator has won such a tender in 26 years.
Wong called the win a milestone and the cornerstone of Avolta's business in China.
During the expo, Avolta introduced Club Avolta, its loyalty program. The program allows members to earn and redeem benefits across both retail and food and beverage at more than 5,100 Avolta stores worldwide. Expo visitors who sign up receive automatic gold card membership, an upgrade from the standard silver card membership.
The company also unveiled a curated showcase of best-selling products from 12 countries, including Italy, France, Switzerland and Japan, drawn from its global store network.
Wong said it sees long-term potential in Hainan, citing the free trade port policy and recent visa-free entry rules that have boosted international arrivals, and Avolta is exploring opportunities in the region while remaining ready to expand when conditions align.
"We are very determined to grow in China in the long term, and we want to stay," Wong said. "When the opportunity comes, we're ready."
Beyond bringing international brands to Chinese travelers, Avolta said it aims to help Chinese brands expand globally, positioning itself as a bridge between markets.
The expo continues through Saturday in Haikou.
Over 3,400 brands from more than 60 countries and regions have gathered at this year's China International Consumer Products Expo in South China's Hainan province. What makes the expo such a magnet for global merchants? Click to follow China Daily's Xia Ji and hear what international exhibitors truly think.
Hainan in South China, with its favorable climate and well-developed healthcare and wellness services, has become a top destination for China's migratory seniors. To explore how eldercare is evolving — and how it will meet the growing demands of an aging population — China Daily reporter Yan An joined a senior wellness travel group on the vibrant island.
During her journey, Yan An discovered that retirement does not have to represent an end, but can instead be the start of a new chapter of self-fulfillment — supported by a rapidly improving service industry.
HAIKOU -- The sixth China International Consumer Products Expo (CICPE) kicked off on Monday in Haikou, capital of South China's Hainan province, attracting more than 3,400 brands from over 60 countries and regions.
Themed "Opening Up Drives Global Consumption, Innovation Empowers A Better Life," this year's expo runs from April 13 to 18. Meanwhile, the 2026 "Shopping in China" International Consumption Season was launched simultaneously.
The sixth CICPE has expanded in scale, with an exhibition area of 143,000 square meters, up 13,000 square meters from the previous edition. International exhibits account for 65 percent of the total, an increase of 20 percentage points from last year. Meanwhile, over 200 new products are expected make their debut, double last year's number and spanning fields including healthcare, jewelry and digital technology.
Since its launch in 2021, the CICPE has become an important platform for multinationals to stay abreast of consumer trends in China's gigantic market, with over 3,800 enterprises and more than 12,000 brands from 92 countries and regions participating over the past five editions.
Canada, this year's guest country of honor, has organized its largest-ever delegation, with around 40 companies participating in sectors including cosmetics, agricultural products, health products and pet food.
Russia and Bulgaria are among nations setting up national pavilions for the first time, while official delegations from 12 countries and regions, including Switzerland, the Czech Republic and Ireland, are attending the event.
Beyond the main venue in Haikou, a health exhibition area in Hainan's Boao features 120 international pharmaceutical and medical device companies, while a yacht show in Sanya in the province is hosting over 200 yachts, with international brands accounting for 70 percent.
Committed to building an international, professional, and market-oriented multilateral economic and trade cooperation platform, the CICPE has become a "bridgehead" for high-level opening up. It has attracted over 230,000 domestic and overseas buyers in the five expos to date.
This edition, for the first time, has set up a buyer service center on site, providing exhibitors and buyers with full-process, all-round supply-demand matchmaking services. Additionally, an online supply-demand matchmaking platform has been established, leveraging digital technology to enable one-click matching of needs.
"An estimated 65,000 professional buyers will attend this year's expo, a 10-percent increase from the previous edition," said Lu Min, director of the Hainan Provincial Bureau of International Economic Development. "We also plan to hold more than 10 supply-demand matchmaking events to effectively enhance the sense of fulfillment for both buyers and exhibitors."
As consumption in China continues to evolve with new formats and policy support, the China International Consumer Products Expo is becoming an important window for multinational companies to track shifts in the Chinese consumer market and explore new business opportunities, analysts and executives said.
The six-day expo, which kicked off on Monday, is a major international event being held in Hainan province since the free trade port launched its island-wide special customs operations in December, offering companies a closer look at the policy environment and new investment prospects.
Speaking at the launch event of the expo, Vice-Premier He Lifeng said that China will firmly implement the strategy of expanding domestic demand, drive industrial upgrade with technological innovation, promote high-quality development and high-standard opening-up, and continuously unlock consumption vitality — injecting greater certainty and new drivers into the world economy.
He welcomed enterprises from all countries to make full use of platforms such as the expo, continue to deepen their presence in the Chinese market, and share China's development opportunities.
Chen Lifen, a researcher at the Development Research Center of the State Council, said, "China's consumer market is not only growing; it is upgrading, with demand for quality, personalized and internationally sourced products rising rapidly."
"The opportunities for global brands are expanding alongside it," Chen added.
International exhibits at this year's expo account for 65 percent of the total, a 20 percentage point rise from last year, while the number of professional buyers has reached about 65,000, a year-on-year increase of 10 percent.
"The expo offers a high-quality offline space for interaction," said Deserine Lim, general manager of headquarters management and East China at OSIM, a Singapore-based company manufacturing massage chairs and wellness products. "It allows brands to forge deeper connections with professional buyers and affluent consumers."
The expo has gained in value with Hainan launching its island-wide special customs operations, which allow freer entry of overseas goods under expanded zero-tariff coverage.
Lim said that Hainan is no longer just a free trade port in a geographical sense; it is becoming a global bellwether for consumption trends.
"The high efficiency and greater openness demonstrate that Hainan offers not only strong policy backing, but also an environment truly conducive to consumption upgrading," Lim said. "This gives us great confidence to deepen our brand value here."
The expo is also increasingly serving as a catalyst for foreign companies transitioning from exhibitors to investors, analysts said.
Alfred Yin, consumer sector leader at EY Greater China, attributed the shift to Hainan's special customs operations, which have enabled the island to build a multilayered duty-free system that extends duty-free consumption from specific tourist scenarios to everyday life.
The function of the Hainan expo has evolved. What was once a platform for simple product display and trade has expanded into a complete closed loop encompassing exhibitions, sightseeing, shopping, leisure and immersive experiences, Yin said.
"Many companies participating in this year's expo are no longer content with merely turning their exhibits into sellable products. Instead, they are actively exploring long-term business operations in Hainan," Yin added.
Companies are responding with concrete commitments. According to data released by the Ministry of Commerce in late March, more than 70 top-tier companies have established operations in Hainan following their participation in the expo.
Yang Gang, vice-chairman of Charoen Pokphand Group in China, said that the Thai multinational company, which mainly focuses on the agro industry and food segment in China, is willing to deeply engage in Hainan's tropical agriculture, food processing and cold-chain logistics, and turn the island into its strategic base to serve China's consumers.
wangkeju@chinadaily.com.cn
Hu Bing, a Chinese model and fashion ambassador, said in an interview on Saturday that Hainan province is entering a golden era for the fashion industry, and he is committed to using his resources to help turn the island into a global fashion week destination.
Hu noted that fashion is closely tied to economic openness and trade growth, and that the construction of the Hainan Free Trade Port has boosted the duty-free market, expanded international trade, and attracted global brands, visibly raising the fashion profile of the island.
On the topic of Chinese designs going global, Hu compared it to the difference between Peking Opera and Western opera. He said local designers must preserve their cultural roots while mastering an international fashion language that global audiences can understand and embrace.
The 2026 Hainan Funteen Fashion Week kicked off Sunday at Haikou's Qilou Old Street, a heritage site that Hu praised as a rare and high-quality venue. He said top international fashion weeks often use historic architecture, and Qilou offers unique textures, lighting and spatial flow that blend historical depth with a global look.
Hu said the opening show's setting evokes the winds of Hainan and the spirit of openness. The free trade port, he said, provides a major platform for the fashion industry, enabling young Chinese designers to reach the world and international talent to enter China more smoothly.
As an ambassador for the British Fashion Council, a 10-year ambassador for London Fashion Week, an ambassador for China International Fashion Week, as well as the fashion lifestyle officer for this year's China International Consumer Products Expo, which starts on Monday, Hu said he will use his networks to help young Chinese designers use Hainan as a springboard to enter London Fashion Week while bringing outstanding global designers to Hainan.
Hu emphasized that fashion is not just about clothing but about being attuned to the spirit of the times. He said Hainan, as a dynamic region of global interest, has unique advantages to host an international fashion week and should build on its partnership with China International Fashion Week to create a platform for young designers worldwide.
Asked to define Hainan's international fashion experience in one word, Hu chose "nurturing" and "regeneration". He praised Hainan's commitment to sustainable fashion, aligning with major global trends. After nearly four decades in the industry, Hu said, he is ready to push for a high-quality Hainan International Fashion Week that could one day join Paris, New York, London and Milan as a global fashion landmark.
When walking around the expo's venues on Saturday evening, Hu said he valued all the products' aesthetics very much.
Spring radiance meets sparkling waters at Hainan's Yalong Bay! Stroll along the turquoise coast, feel the gentle breeze, and soak in the tropical charm. Perfect for a serene escape and a leisurely island getaway.
China's consumer market is gaining fresh momentum from an explosion of new business formats and consumption scenarios as well as a robust policy push, and the dynamism is prompting global companies to position themselves for a stake in what they see as one of the world's most significant sources of future growth, analysts and executives said.
Their remarks came ahead of the six-day China International Consumer Products Expo — one of Beijing's initiatives to shore up consumer spending — that opens on Monday in Hainan province, as policymakers place boosting consumption at the top of China's economic agenda for this year and beyond.
According to the outline of China's 15th Five-Year Plan (2026-30), the country aims to "achieve a notable increase in household consumption as a share of gross domestic product, making domestic demand a more prominent economic driver" over the next five years.
"China's growth has moderated from its historic highs, but the economy — especially the consumer market — has proven remarkably adaptive," said Daniel Zipser, senior partner at global management consultancy McKinsey &Company.
Zipser said that the growth in the apparel, beauty, and food and beverage segments, the continued expansion of services and experiences, and inflation as a signal of demand strength, all point to "a market that is rebalancing".
Earlier this month, China allocated a second tranche of 62.5 billion yuan ($9.1 billion) to support its consumer goods trade-in program, and unveiled guidelines to boost service consumption in both established sectors such as elderly and child care, and emerging growth areas including inbound consumption and live performance.
"New types of consumption, green consumption and services consumption are projected to become long-term engines of growth," said Jeff Wu, vice-chairman of KPMG China.
Wang Xuekun, head of the Chinese Academy of International Trade and Economic Cooperation, said that events like the China International Consumer Products Expo are not just trade fairs; they are designed to help global businesses better resonate with Chinese buyers and translate the country's growing appetite for high-quality goods and services into tangible opportunities.
The sixth edition of the Hainan expo will bring together more than 3,400 brands from over 60 countries and regions, with international exhibits accounting for 65 percent of the total. More than 200 new products are expected to make their debut, double the number launched at last year's event.
"The internationalization of the expo has increased year by year," said Yang Gang, vice-chairman of Charoen Pokphand Group in China. The Thai multinational company mainly focuses on the agro industry and food segment in China.
Yang noted that the company aims to leverage Hainan, which allows freer entry of overseas goods and expanded zero-tariff coverage following the inauguration of its island-wide special customs operations in December, as a logistics hub to efficiently deliver high-quality agricultural products from Southeast Asia to the Chinese market.
Chinese consumers are outpacing their global peers in embracing health-conscious, sustainable and internationally sourced products, creating fresh opportunities for overseas brands, according to a report on China's consumer market released by PwC in January.
The trend is being further reinforced by the "Big Market for All: Export to China" initiative launched by the Ministry of Commerce, featuring more than 100 dedicated events this year designed to help overseas suppliers connect with Chinese buyers and bring a wider range of high-quality foreign products and services into the Chinese market.
Supachai Junkeiat, president of TCP China, the Thai conglomerate behind the energy drink brand Red Bull, said:"We have always been optimistic about the upgrade potential of China's supersized consumer market. Going forward, we will continue to closely track the country's consumption trends and leverage product innovation to precisely meet new demands for consumption upgrades."
Hainan province will step up efforts to link China with the global economy over the next five years, officials said on Friday, as the island's free trade port enters a new phase following the launch of island-wide special customs operations.
At a State Council Information Office news conference in Haikou, Governor Liu Xiaoming outlined the province's strategy for the 15th Five-Year Plan period (2026-30), describing it as a pivotal stage in advancing the Hainan Free Trade Port. The new phase follows the launch of island-wide special customs operations on Dec 18, 2025, marking the completion of the FTP's initial development framework.
To support this shift, Hainan will expand institutional opening-up by aligning with international trade rules and standards under frameworks including the Regional Comprehensive Economic Partnership, the Comprehensive and Progressive Agreement for Trans-Pacific Partnership and the Digital Economy Partnership Agreement, while advancing the China-ASEAN Free Trade Area 3.0 upgrade, Liu said.
During the 14th Five-Year Plan period (2021-25), Hainan's goods and services trade each grew at an average annual rate of more than 20 percent. For the next five years, the province targets average annual growth of about 10 percent in goods trade and 20 percent in services trade, along with 10 percent annual growth in the actual use of foreign capital.
These policies are already translating into business activity on the ground.
A case in point is the coffee industry. On Dec 18, a batch of blended coffee beans produced by Charoen Pokphand Group (Hainan) Xinglong Coffee Industry Development Co, a Sino-Thai joint venture in Wanning, was shipped from Qionghai Boao International Airport to Beijing.
The beans, sourced from Colombia, were roasted, blended and processed at the company's automated facility in Xinglong Coffee Valley, achieving a value increase of more than 30 percent. The shipment became the first product from Wanning to qualify for the value-added tariff exemption policy for domestic sales.
Earlier, the company began operating under a new model — importing raw materials and exporting finished products. In its first shipment to Australia, it saved 8 percent in import tariffs and 13 percent in value-added tax on coffee beans.
"The most profound change comes from institutional opening," said Ye Jian, general manager of the joint venture. "Hainan is becoming a key node in the global coffee supply chain."
Ye said the province's proximity to Southeast Asian coffee-producing countries, combined with access to China's vast consumer market, gives it a unique advantage. Special customs operations, he added, are lowering costs, improving supply chain efficiency and attracting talent, helping shift Hainan's role from a raw material gateway to a global processing hub.
"A cup of Xinglong coffee might use beans from Colombia, be processed in Hainan and sold in Australia — that's a vivid example of how the Hainan FTP connects China with the world," he said.
Policy support has expanded in tandem. Ahead of the launch of special customs operations, Hainan widened its zero-tariff raw materials list to about 6,600 items, adding unroasted coffee beans and 296 others on Feb 1, 2025. By the end of 2025, the number of eligible companies rose by more than 11,000.
chenbowen@chinadaily.com.cn
Hainan province will focus on dismantling cross-border barriers to goods and capital flows and building itself into a more open hub for international talent during the 15th Five-Year Plan period (2026-30), which officials on Friday described as pivotal for the Hainan Free Trade Port.
At a State Council Information Office news conference in Haikou, Hainan Governor Liu Xiaoming said the province aims to reduce restrictions further, market investing in the FTP as a brand, expand digital and offshore trade, steadily open up the financial sector, establish more liberal shipping rules, and create mechanisms for secure, efficient cross-border data flows.
According to Liu, the 14th Five-Year Plan period (2021-25) saw rapid development in Hainan, with goods and services trade each growing at an average annual rate of over 20 percent. The multi-function free trade accounts logged more than 350 billion yuan ($51.2 billion) in transactions. China's first seventh-freedom traffic rights route, which allows an airline to operate flights between two foreign countries without returning to its home country, began operating in Sanya, and a negative list for cross-border data flows was implemented.
The "One Million Talents Enter Hainan" campaign, which launched in 2018 and aims to conclude by Dec 31, 2025, was completed one month ahead of schedule. The province has maintained the country's most liberal visa-free entry policy, with citizens from 86 countries currently able to enter without a visa. And the number of foreign workers in Hainan rose by 90 percent.
During the upcoming five years, Hainan plans to implement the "One Million Elite Talents Develop Hainan" initiative, continue to ease entry and exit rules, deepen talent development system reforms, and build itself into an island of innovation and technology.
Editor's Note: The national conference on the service sector, held in Beijing on April 7 and 8, highlighted China's push toward high-quality development in services. The human dimension plays a vital role in service competitiveness. Two experts share their views with China Daily's Li Huixian and Li Wei.
High-quality services align with China's development
The national conference on the service sector comes at a critical juncture. Its proposals aim to advance producer services toward greater specialization and higher positions in the value chain. At the same time, they emphasize fostering high-quality, diverse and accessible consumer services.
These priorities align well with the characteristics and needs of China's current stage of development. This perspective considers the country's industrial structure, as China is in the middle to late stages of industrialization.
Currently, China ranks second globally in total services trade, services imports also rank second globally. However, its services exports rank fifth, still lagging behind leading service economies.
To cultivate stronger "China Service" brands, it is essential to further open up China's service sector. This requires attracting large numbers of leading foreign service enterprises by leveraging the country's sound business environment. Encouraging coordinated development between domestic and foreign players and boosting domestic competitiveness through the introduction of external competitors can drive the growth of China's service sector, particularly high-end service brands.
A similar approach can be used to appropriately increase the import of urgently needed services. This would enhance domestic service consumption and increase public awareness and willingness to spend on high-end service brands.
Several key measures are required for the high-quality development of the domestic service sector. First, the traditional mindset that prioritizes goods trade over services trade needs to change. During downturn in goods trade, expanding services trade can mitigate associated risks and stabilize growth. Furthermore, administrative barriers such as strict licensing and approval requirements and restrictive regulations in the service sector should be removed to promote greater openness, particularly in professional services such as finance, education and healthcare.
Enterprises should focus on integrating services more deeply into manufacturing to boost the added value of services. For example, in addition to generating profit from selling electric vehicles, EV makers can strengthen brand management and offer integrated service solutions to increase the share of service-based income. Enhancing the role of services in manufacturing value added will also help China move up the medium-to-high end of the global value chain.
With China's per capita GDP surpassing $12,000, people's demand for a higher quality of life is growing steadily. Meeting these expectations requires support from high-end consumer services. Thus, initiatives aimed at expanding capacity and upgrading quality in the service sector align with the current goal of boosting consumption. Enhancing quality of life is fundamental to expanding consumption.
Wang Jun is a professor and the dean of the Institute of International Economic and Trade Research, Guangdong University of Foreign Studies.
The human edge of the service economy
China's service sector is transitioning from expansion in scale to a new stage defined by quality and efficiency. In the service sector, competitiveness hinges on people. What matters most is human interaction, attentiveness, emotional connection and the quality of service encounters. These are elements through which cultural and tourism services create their greatest value. Greater attention should be given to service providers and cultural practitioners, as they shape how services are perceived, experienced and remembered.
Human warmth cannot be easily replicated by technology. It enables genuine interaction between people — locals and visitors, hosts and guests — and fosters a mutual value creation in which both sides benefit. In this sense, people are not only service providers and consumers, but also the source of humanistic value and cultural confidence. Ultimately, the quality of service depends on authentic human connection.
Beyond emotional engagement, a strong "sense of place" is another key driver of competitiveness. The emphasis of the conference on lifestyle-oriented services highlights the need for higher-quality and more diverse offerings. This requires moving beyond hardware upgrades and focusing instead on service spaces and scenarios. Spaces should not be treated as neutral containers, but as localized environments that carry culture and memory, allowing services to be rooted in place rather than overly standardized.
Hainan province offers a compelling example. As a major international tourism destination, its competitiveness will remain superficial if it relies only on sunshine, beaches and luxury hotels. By integrating local elements — such as Li brocade, intangible cultural heritage, and regional dialect narratives — into the service ecosystem, Hainan's tourism sector can create a distinctive hard-to-replicate identity.
More broadly, services themselves are becoming a brand in their own right. Just as "Made in China" stands for manufacturing strength, "Chinese services" can evolve into a globally recognized brand. People-centered service and the idea of shared experiences between hosts and guests can create a strong international appeal. This not only enhances China's attractiveness in global engagement, but also helps communicate a clearer and more tangible national image, reinforcing cultural confidence through everyday interactions.
The cultural and tourism sector is a natural integrator within the service industry. Though rooted in life services, it links multiple parts of the value chain and drives broader upgrading. A single tourism experience spans transport, accommodation, catering, retail and entertainment, underscoring the interconnectivity of different services.
When effectively developed, cultural and tourism services can catalyze coordinated improvements across related sectors in real-world settings. Even a small intangible cultural heritage workshop can combine cultural experiences, product sales, social interaction, and content dissemination. This kind of integration multiplies service value. As an entry point, culture and tourism can trigger targeted breakthroughs that ripple across the wider service chain, raising both quality and efficiency at the system level.
Sun Jiuxia is a professor at the School of Tourism Management, Sun Yat-sen University.
The views don't necessarily reflect those of China Daily.
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When 24-year-old Li Xinyue was scrolling through RedNote on a lazy weekend afternoon, a vintage-looking moisturizing cream stopped her thumb as she scrolled. The tin was flat, palm-sized and round, decorated with bold red, black and gold flower motifs that whispered old-world elegance.
Curious, she clicked through the reviews, and later that day, discovered the same cream tucked in her grandmother's drawer.
"I couldn't believe it," Li said. "It felt like something from her generation suddenly became mine."
"She told me it's affordable, it works and its scent carries memories," Li added. "It's like a tiny time machine in a tin."
That sense of time-warp nostalgia is exactly what has made Wan Zi Qian Hong a social media sensation. The heritage brand — its name translates poetically to "a riot of colors" — was founded in 1911 by Liu Kaiping. After Liu's untimely passing, his younger brother moved the business from Shenyang, Liaoning province, to Tianjin to ensure its survival.
Fast-forward to the 1970s and 1980s, and the brand was selling 200 million of its signature metal tins each year. By the 1990s, however, it quietly faded from daily life — until it was blown back into the spotlight by the perfect storm of the guochao trend, or Chinachic, social media and meme culture.
"Our big comeback was in 2023," said Kuang Huaqin, one of the brand's operators. "Our first livestream sold 250,000 units in three hours. People were even telling us to turn off late-shipping compensation, because they worried we couldn't keep up."
The price doesn't hurt either: three 40-gram tins for just 9.9 yuan ($1.44).
Social media doesn't just sell products — it turns them into culture. On Douyin and RedNote, young users began sharing memes about the cream — from realizing after "half a lifetime" that the tin opens by twisting, not prying, to nicknaming the brand tainai (great grandma).
Even the brand's factory itself became an online sensation. Short videos showing workers hand-filling the tins with the creamy balm racked up millions of views. People in the comments called the process "hypnotically smooth" and "almost healing to watch".
"You know this cream works by looking at the hands of the workers," one comment read, implying that even the workers' hands looked smooth and healthy from handling the cream day after day.
Zhu Zhu, a beauty reviewer, agreed. "It's fun, nostalgic and meme-worthy. People aren't just buying a cream; they're buying a story and a connection to history. I've even seen friends tag their grandparents in posts about it."
"Many people left me messages, saying that the cream leaves your skin feeling comfortable throughout the day — it's simple, reliable and effective," she added.
"Honestly, to see something so nostalgic become genuinely cool again — watching the factory videos go viral and people comment on how smooth and healing it looks — shows that heritage can become a whole aesthetic experience, not just a product. It's like your grandma just became the influencer you've been following all along," she said.
The engagement goes beyond online jokes. Wan Zi Qian Hong listens to its fans, adjusting formulas based on social-media feedback. If the formula is too oily, the company changes it. Want a portable version? They deliver sachets. Requests for facial skin care? They launch creams infused with squalane oil.
"Our consumers are mostly aged 14 to 25," Kuang, the brand operator, said. "They want hydration, light textures and convenience, and they want to be heard. So we adapt fast. If they ask for it, we try to make it happen."
While embracing digital trends, the brand honors its roots. The classic balm is still hand-filled to preserve texture, as product developer Li Jian said: "Machines would damage the structure. Hand-filling is slower, but it keeps the quality consistent."
Recent hits, such as a moisturizer inspired by ancient Chinese fragrance recipes — light, slightly fruity, floral fragrances with classical, literary connotations — show how the brand blends heritage with contemporary tastes.
"Young people love products with cultural depth," Kuang said. "It's not just skincare — it's storytelling."
With its sales doubling each year since 2023 and a new industrial park in Tianjin on the horizon, Wan Zi Qian Hong proves that sometimes, the future of beauty is rooted in the past.
