CIIE: Enabling Chinese market access for African Agri exporters
As the world’s largest import expo, China’s CIIE is a critical market entry platform for African Agri-exporters to gain a foothold in the Chinese market. The costs and logistics, however, are prohibitive for many businesses; here’s how Standard Bank helps.
China’s vast market of an estimated 1.4 billion consumers represents an attractive opportunity for African Agribusiness exporters. However, going at it alone without a trusted partner to help navigate the complexities of the Chinese market, including locating reputable buyers, gaining market insights, and overcoming language barriers, can prove daunting and risky.
“China is reliant on foreign imports to meet its needs in feeding its population, and Africa is an important market for primary and secondary agricultural goods,” explains Sithembile Dlamini, Head of Africa-China Banking at Standard Bank.
“To this end, the Chinese government has demonstrated its commitment in creating an enabling environment between Africa and China to support Agri imports and broader trade and economic relations, as evidenced in its FOCAC pledges and initiatives,” she adds.
Enabling stronger Africa-China trade relations
Launched in 2018, the Forum on China-Africa Cooperation (FOCAC) has become the de facto multilateral platform promoting the China-Africa relationship. With a strong emphasis on economic and trade cooperation, FOCAC highlights the significance of Africa's partnership with China, its largest trading partner.
The FOCAC Summit takes place every three years, and a key outcome of each meeting is an accompanying three-year action plan that includes Chinese pledges of loans, grants, export credits and various initiatives to drive Africa-China relations forward.
“One such FOCAC initiative was establishing a ‘green channel’ for African agricultural products entering China,” says Dlamini. “Improvements to inspection and expedited quarantine processes have been instrumental in benefiting African exporters of agricultural products, including the flower industry, avocado, citrus, coffee, and others.”
These trade promotion measures have significantly boosted Africa's exports to China. According to data from China’s General Administration of Customs, the country purchased US$87 billion in goods from Africa in the first nine months of 2024, marking a 10.3% year-on-year increase.
A gateway to access China’s vast market
Another key initiative outcome of the inaugural 2018 FOCAC summit included support for African countries' participation in the China International Import Expo (CIIE) as part of trade facilitation efforts.
For companies seeking a means to showcase their products in China and connect with Chinese importers, the CIIE provided the biggest stage there is.
Launched in 2018, CIIE boasts some impressive statistics. As the world’s largest import expo, it spans 360,000 square meters. The latest event attracted a record 3,496 exhibitors from 129 countries and regions, including over 430,000 registered buyers and 297 of the world’s top 500 leading enterprises.
At the close of the show in 2024, over US$80 billion in tentative deals for one-year purchases of goods and services were reported, up 2% on the 2023 tally.
Standard Bank’s role in supporting clients to gain market access
“The CIIE is a critical gateway for exporters seeking new opportunities for development and growth,” says Dlamini. “Understanding the significance of the CIIE, Standard Bank has proudly participated every year since its launch in 2018, and we remain the first and only South African bank to do so. This underscores our leading capabilities and commitment to providing best-in-class trade services in the Africa-China corridor.”
For African companies looking to gain a foothold in the Chinese market, the CIIE is an important platform. However, the costs and logistics involved in exhibiting (approximated R250,000 excluding travel expenses) are prohibitive for many businesses.
“Beyond representing the African brand at CIIE, which is important in and of itself, we’ve provided a selection of export-ready clients with the opportunity to join us at the CIIE each year to showcase their products to buyers at the expo,” she says.
“We provide exhibition space, logistical support and the assistance of English-Mandarin translators to facilitate communication, enabling businesses that otherwise would not have had the means to participate at the CIIE with the ability to do so,” Dlamini continues.
However, the value Standard Bank delivers to its clients at CIIE extends beyond the exhibition itself.
“In conjunction with our strategic partner, the Industrial and Commercial Bank of China (ICBC) – the largest bank in China and the world – and various Chinese government departments, we’re able to match our clients with reputable and relevant buyers from ICBC’s database and provide translators to enable smooth negotiations,” she explains.
Another key benefit is the ability for exhibitors to engage directly with the Chinese market to gain insights into how their products are received and better understand consumer preferences.
“We also arrange events for our clients in China, such as informal gatherings to enable them to engage with each other and the Standard Bank team, and educational excursions,” says Dlamini.
“Examples of these excursions include visits to the Shanghai Fengjing Jiufeng Agricultural Technology Expo Park for an opportunity to explore the latest technology and mechanisation used in China’s fresh produce industry today, and a visit to Yihai Kerry Arawana, one of China’s largest food and edible oil producers – a company that sources African agricultural materials for production,” she concludes.
Beyond participation at the CIIE, the bank is committed to enabling long-term growth for African enterprises by providing best-in-class import and export trade services.
As a demonstration of this capability, Standard Bank’s Business and Commercial Banking division, together with its strategic partner ICBC, facilitated over US$3.5 billion in trade flows between Africa and China in 2023.
More information
For details on how Standard Bank can provide your business with an unrivalled competitive advantage in the Africa-China trade corridor, email [email protected] or click here for details.