To facilitate substantive cross-border transactions, the organizer hosted 11 intensive B2B matchmaking sessions throughout the expo. This model, featuring a rotating entry system and a one-on-one meeting mechanism, significantly boosted procurement efficiency. "I connected with three overseas buyers in a single morning; the precision and efficiency of the matchmaking far exceeded our expectations," noted an executive from a Guangdong-based exhibiting company. Concurrently, the flagship 2026 China Brand Internationalization Forum kicked off on the opening day, drawing 2,400 government and business leaders to discuss globalization strategies. Spanning the duration of the event, the 10-billion-yuan Buyer-Supplier Matchmaking Conference and Global Resource Promotion Conference featured industry leaders such as DHgate and Germany's OTTO Group, who shared insights on new B2B channels and strategies for tapping into the European market.
On October 20, the 2026 China Brand Going Global Expo, anchored by the theme "Empowering Global Expansion, Sharing a Global Future," officially opened at the Hainan International Convention and Exhibition Center for a three-day run. Across a 50,000-square-meter exhibition space, more than 1,500 standard booths were organized into four major zones: Future Mobility & Key Brands, Regional & Landmark Brands, Fashion & Wellness, and Cross-Border E-Commerce & Global Supply Chains. Notably, as global supply chains undergo rapid restructuring, the Direct-to-Consumer (DTC) model and deep localization strategies have emerged as critical trends for enterprises navigating new trade barriers. Leveraging the policy advantages of the Hainan Free Trade Port ahead of its upcoming island-wide customs closure, the expo has attracted over 600 exhibitors and 3,500 overseas professional buyers.
The exhibitor lineup features industry heavyweights such as DJI, Gree Electric Appliances, SF Express, Xiaomi Auto, BYD, and PetroChina, showcasing their prowess in technological innovation and high-end manufacturing. A representative from the BYD booth revealed that their comprehensive ultra-fast charging solutions and latest overseas-spec models are designed to leverage Hainan's strategic location to deepen their footprint in the Middle East and Southeast Asian markets. Furthermore, government delegations from Gansu, Shanxi, Yunnan, and Hainan have organized pavilions to participate. Representatives from Huayan Collagen and the Yunnan Pavilion expressed their hopes to leverage this hub to propel their distinctive local industries onto the global stage. Beyond physical products, cross-border e-commerce giants like Amazon, Shopee, and AliExpress have partnered with international logistics providers to build a comprehensive, end-to-end service matrix in the Cross-Border E-Commerce Pavilion, covering everything from order fulfillment to platform onboarding.
To optimize the attendee experience, the Hainan International Convention and Exhibition Center has implemented a comprehensive support network encompassing intellectual property services, badge registration, and dedicated meeting areas. The venue is distributing 8,000 complimentary cups of coffee daily and has coordinated dedicated shuttle services and partner hotels to ensure a seamless exhibition environment. This premier event not only provides a comprehensive showcase of Chinese brands' global expansion capabilities but also capitalizes on the opening-up opportunities of the Free Trade Port to establish a core economic and trade hub connecting domestic enterprises with international markets.