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At China’s Import Expo, European Firms Seek Sales—and Proof of Openness
European companies are using Shanghai’s November 5–10 CIIE to pursue sales and partnerships while watching for evidence of better market access. More than 120 French firms were expected to attend, roughly matching last year’s participation; Business France says deeper trade should rest on reciprocity, fair competiti...
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Key takeaways
- European companies are using Shanghai’s November 5–10 CIIE to pursue sales and partnerships while watching for evidence of better market access.
- More than 120 French firms were expected to attend, roughly matching last year’s participation; Business France says deeper trade should rest on reciprocity, fair competition and openness.[2]
- ASML’s absence is notable amid wider EU–China trade tensions, but the available reporting does not establish the company’s specific reason for not attending.[2]
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openai.comCreate a landscape editorial hero image for this Studio Global article: How are European firms using the November 5–10, 2026 China International Import Expo at Shanghai’s National Exhibition and Convention Centre. Article summary: European firms are treating the November 5–10 CIIE in Shanghai as both a sales opportunity and a practical test of whether Beijing’s promises of greater openness translate into real market access, despite continuing EU–C. Topic tags: general, general web, government. Style: premium digital editorial illustration, source-backed research mood, clean composition, high detail, modern web publication hero. Use reference image context only for broad subject, composition, and topical grounding; do not copy the exact image. Avoid: logos, brand marks, copyrighted characters, real person likenesses, fake screenshots, UI text, readable text, watermarks, charts with fake n
European companies are heading to Shanghai’s November 5–10 China International Import Expo (CIIE) to find customers and business partners—but also to gauge whether Beijing’s promise of greater openness is translating into better access to the Chinese market. The expo is a commercial opportunity, not evidence that the trade concerns between China and the EU have been resolved.2
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A trade fair—and a test of market access
The CIIE gives foreign firms a platform to present products and pursue new business in China. This year, European exhibitors are doing so against a backdrop of persistent trade friction between Beijing and Brussels and a widening EU trade deficit with China.2
That makes the fair a practical test as well as a showcase: companies can seek demand and partnerships, while the broader question of whether foreign businesses can compete on fair terms remains open. Attendance alone does not show that market-access barriers have changed.
The exhibits range from consumer-facing products to technology. Michelin, for example, is preparing to present a tire made with 75% renewable and recycled materials at the expo.4 The example illustrates how firms can use the event to introduce products and innovations to Chinese customers.
ASML’s absence stands out—but its reason is unclear
Dutch semiconductor-equipment company ASML is a notable non-participant, according to reporting on the fair.2 Its absence draws attention because the CIIE’s message of openness sits alongside tensions affecting EU–China trade, including in sensitive industries.
But the available reporting does not establish why ASML is absent. It should not be described as a boycott or treated as proof of a specific political decision without clearer evidence.
French firms signal continued interest, with conditions
More than 120 French companies were expected at the expo, roughly matching last year’s participation. That points to continuity: French businesses remain interested in pursuing opportunities in China despite the difficult trade relationship.2
Louis Margueritte, director general of Business France, said France wanted to deepen trade under conditions of fair competition, reciprocity and openness, alongside better market access.2 The message is engagement, but not at any cost: French firms see a market worth pursuing while calling for terms that let them compete fairly.
What the CIIE can—and cannot—show
The expo can help businesses showcase products, make commercial connections and look for new demand. European participation, the French turnout and Michelin’s planned display all demonstrate active efforts to do business in China.2
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They do not, by themselves, demonstrate that Beijing has delivered the market access European firms are seeking. The clearest reading is that companies are pursuing opportunity while the conditions for a more balanced trade relationship remain contested.2
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What is the short answer to "At China’s Import Expo, European Firms Seek Sales—and Proof of Openness"?
European companies are using Shanghai’s November 5–10 CIIE to pursue sales and partnerships while watching for evidence of better market access.
What are the key points to validate first?
European companies are using Shanghai’s November 5–10 CIIE to pursue sales and partnerships while watching for evidence of better market access. More than 120 French firms were expected to attend, roughly matching last year’s participation; Business France says deeper trade should rest on reciprocity, fair competition and openness.[2]
What should I do next in practice?
ASML’s absence is notable amid wider EU–China trade tensions, but the available reporting does not establish the company’s specific reason for not attending.[2]