Selling to China: Why global trade must look beyond exports

China is a major import market, offering overseas suppliers opportunities in agriculture, consumer goods and advanced technologies. According to the General Administration of Customs, goods imports reached a record 18.48 trillion yuan in 2025; exports rose 6.1% while imports grew just 0.5%, leaving a trade surplus of about 8.51 trillion yuan. The article argues that the challenge is turning potential demand into actual trade by helping businesses understand market needs and build lasting partnerships. The ninth China International Import Expo, scheduled for November 5–10, 2026, in Shanghai, will connect overseas suppliers with Chinese buyers.