(ECNS) -- The bustling halls of the 7th China International Import Expo (CIIE) witnessed Australian enterprises embracing digital innovation, with livestreaming emerging as a game-changer for cross-border trade.
A record-breaking Australian delegation of over 250 companies marked their presence at the National Exhibition and Convention Center (Shanghai), spanning sectors from mining to premium consumer goods. Nearly 100 were CIIE first-timers, with 30 making their China market debut.
“For Australian businesses, CIIE isn't just an exhibition – it's a masterclass in understanding China's consumption revolution,” observed John Madew, deputy consul general (commercial) at the Australian Consulate-General in Shanghai and senior trade commissioner at Austrade.
Having participated in various global trade events, Madew admitted being awestruck by CIIE’s scale: “it's really impressive that China has managed to start this trade show only seven years ago and get it to where it is today.”
The Australian pavilion reported deals worth AUD$377 million (RMB 1.48 billion), but numbers only told part of the story. Madew’s livestreaming collaboration with Chinese influencers became an unexpected highlight, generating real-time sales surges while touring Aussie exhibitors. “We have a show with real tangible sales.” he remarked.
The digital strategy resonated with veteran exhibitors. Phoenix Beauty Managing Director Lyn Lin saw sales quintuple after livestreamed product trials and supply chain showcases at the 7th CIIE. “Livestreaming unlocks possibilities for global e-commerce partnerships,” Lin noted.
As a returned attendee of the CIIE, Homart Group witnessed packed crowds at its first live-streamed booth at the 7th CIIE. Founder & CEO Lynn Yeh said that they introduced many new interactive methods, including Douyin influencer livestreaming, which turned out to be very lively on the site.
Madew, who clocked record step counts navigating the sprawling venue, views CIIE as critical to his three-year mission. CIIE is a time and a place, where businesses can come and meet and talk to each other. They can start, continue, or finish conversations about how their business grows.
“This is the power of the CIIE”, he said, adding that they planned to take on some good tips and incorporate them into next year’s CIIE.
As the expo concluded, the Australian delegation left with more than contracts – armed with insights into China's livestreaming economy that could reshape cross-border trade.
“Livestreaming is something essential in the Chinese market,” Madew concluded, “We, like everyone else, want to respond to the trends in the market.”
Livestreaming has now become ubiquitous at the CIIE. From the online broadcast of the CIIE new products launch event with nearly 33 million views, to exhibitors vying to set up cameras to showcase their products in real-time, each livestream is bridging the trust gap and enhancing brand visibility. In the future, the “mystery” of livestreaming at the CIIE may catalyze more cross-border cooperation and innovation. The Eastern opportunities symbolized by the “Four-Leaf Clover” are poised to continue growing into a new norm of global trade.
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