As the world’s most influential trade event, the 2025 Canton CBEC Fair (China Import and Export Fair) has officially kicked off, becoming a core platform for global cross-border e-commerce players to connect, innovate, and secure deals. With the theme of "Serving High-Quality Development and Promoting High-Level Opening-Up" , this year’s fair integrates online and offline resources, focusing on new quality productive forces and cross-border e-commerce upgrades to bring unprecedented opportunities for overseas brands and domestic exporters.
The 2025 autumn edition spans three phases from October 15 to November 4 at the China Import and Export Fair Complex . Covering 155 million square meters with 74,000 booths, it sets up 55 exhibition areas and 171 special zones . Key sectors include industrial automation, new energy vehicles, electronic appliances, home textiles, fashion, and health products—fully matching cross-border e-commerce’s hot-selling categories. The optimized cross-border e-commerce exhibition area and trade service zone provide one-stop services for exhibitors and buyers .
This year’s fair pioneers AI-driven services and digital upgrades, launching a new official APP and virtual digital humans to enhance online-offline integration . Over 48,000 enterprises have uploaded 3.75 million exhibits on the online platform, a year-on-year increase of 60% and 50% respectively . The "Trade Bridge" procurement matching activities connect Chinese suppliers with global buyers in 65 countries, while 400 new product launches cover 13 industries, including smart home and green tech .
The fair has attracted 223 of the world’s top 250 retailers, with an expected 300+ major buyers attending—an all-time high . It simplifies visa applications, expands visa-free access to 19 countries (including Portugal and Greece), and offers fast customs clearance at Guangzhou Baiyun Airport . With 1,700+ weekly international flights and helicopter routes linking Guangzhou and Hong Kong, global exhibitors enjoy seamless travel .
Against the backdrop of strict compliance requirements (such as the EU’s VAT reforms and US tariff adjustments) , the fair gathers 104 million green products and 111 million independent intellectual property products , helping enterprises meet global ESG standards. It also focuses on high-growth emerging markets—Southeast Asia, Latin America, and the Middle East—where cross-border e-commerce GMV is soaring .
The fair’s targeted investment promotion covers 450,000 professional buyers, with themed activities for electronic appliances, tools, and vehicle parts . For cross-border sellers, it’s a chance to connect with Amazon, Temu, and TikTok Shop officials , and access 10+ industry reports on Southeast Asian and European markets .
New exhibitors account for 15% of total participants , with policy support for industrial belt enterprises (e.g., Zhongshan lighting and Jieyang clothing) . The online platform operates year-round, enabling "never-ending trade" through regular matching events .
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