Buoyed by the greater openness of the Hainan Free Trade Port, the China International Consumer Products Expo has established itself as a fast track for global goods to enter the vast Chinese market while turning an increasing number of exhibitors into long-term investors, officials and executives said on Monday.

Speaking at a news conference in Beijing, Vice-Minister of Commerce Sheng Qiuping said that the sixth edition of the expo, which opens in Haikou, the capital of Hainan province, on April 13 and runs through April 18, will be the first major event held in Hainan since the FTP fully implemented its island-wide independent customs operations in December.

"We will leverage the FTP's policy advantages to make the expo a premier testing ground for cultivating new consumption growth drivers and promoting consumption upgrades," he said.

According to local authorities, customs operations have seen a surge in zero-tariff goods in recent times, expanding coverage to 74 percent and allowing items with 30 percent added value in Hainan to enter the mainland tariff-free.

Sheng said that the 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.

Saravoot Yoovidhya, CEO of Thailand's TCP Group, a leading manufacturer of energy drinks and a regular attendee at the expo, said,"Although global demand is slowing, the certainty of China's market is the most important ballast in our global strategy."

Data from the Ministry of Commerce shows that China's retail sales in consumer goods — a key indicator of consumption — rose 2.8 percent in the first two months of 2026, accelerating by 1.9 percentage points from December.

Saravoot said that at the beginning of the 15th Five-Year Plan (2026-30) period, China's continued expansion of institutional openness and construction of a unified national market have injected strong confidence into foreign investors looking to deepen their presence and contribute to consumption upgrades.

Bateer, executive vice-governor of Hainan, said a series of "Shopping in China" promotional events will be hosted during the expo, highlighting quality export products, innovative tech items, cultural intellectual property and flagship products from time-honored enterprises. "The goal is to help premium Chinese consumer goods reach the world," he added.

Over the years, the expo has evolved from a showcase for global consumer goods into a panoramic window on the institutional opening-up of the Hainan FTP. According to the ministry, more than 70 top-tier companies have established operations in Hainan following their participation in the expo.

Bateer said that with the customs integration now fully implemented, companies can expect continued improvements in customs clearance efficiency, while exhibitors transporting their products to the expo can benefit from lower costs and more professional services.

"The zero-tariff list, which now includes more than 6,600 items, offers exhibitors new opportunities to establish production bases in Hainan, especially supply chain hubs. From Hainan, they can serve the vast mainland market and also reach Southeast Asia," he said.

"We will further ease access to foreign investment, promote the introduction of a second set of special market access measures and optimize the streamlined approval system," Bateer added.

Holger Bingmann, vice-chairman of the executive board of the International Chamber of Commerce, an organization representing companies and associations in over 170 countries, said that Hainan is entering "a new stage" of development with its combination of efficient logistics, favorable trade conditions and a welcoming business environment.

wangkeju@chinadaily.com.cn