2025年中国国际进口博览会（进博会）刚刚落幕。
450多项新产品、技术和服务首次亮相，聚焦仿真机器人、低空经济（含无人机与轻型空中出行）、生物科技、数字健康、电动智能出行，以及新型生活品质消费领域。
新增主题领域——银发经济、冰雪经济、体育经济和汽车旅游——反映了消费需求的结构性转变：日益精明的消费者更关注健康福祉、可持续性以及体验价值。
The 2025 China International Import Expo (CIIE) just ended.
Over 450 new products, technologies, and services made their debut, with particular focus on humanoid robotics, low-altitude economy (including drones and light air mobility), biotechnology, digital health, electric and smart mobility, as well as new forms of quality-of-life consumption.
New thematic areas — the silver economy, ice & snow economy, sports economy, and automotive tourism — reflected a structural transformation in consumer demand: increasingly discerning consumers focused on well-being, sustainability, and experiential value.
• 来自一带一路国家地区的123个参展商（+23.1%）；
• 来自不发达国家的163家企业（+23.5%）；
• 非洲馆扩大了80%，显示对农业食品、可持续时尚和手工艺品的浓厚兴趣。
这些数字证实了进博会已成为再平衡产品、技术和投资的国际交流全球多边平台。
A Global Platform in Expansion
• Participation from 123 Belt and Road partner countries (+23.1%)
• 163 companies from least-developed countries (+23.5%)
• The Africa Pavilion expanded by 80%, with strong interest in agri-food, sustainable fashion, and handicrafts.
These figures confirm CIIE’s role as a multilateral global platform for rebalancing international flows of products, technologies, and investments.
进博会期间宣布的投资和战略
• 乐斯福/Gnosis（法国）：加强中国高功能营养产品的研发和供应链运营。
• 阿斯利康（英国）：新投资1.36亿美元扩大青岛制造基地。
• ABB (瑞士)：展示了300多项创新，签署了110多项机器人和自动化战略协议。
Investments and Strategies Announced During the Expo
• Lesaffre / Gnosis (France): strengthening R&D and supply chain operations in China for high-functionality nutritional products.
• AstraZeneca (UK): new USD 136 million investment to expand its Qingdao manufacturing base.
• ABB (Switzerland): showcased over 300 innovations and signed more than 110 strategic agreements in robotics and automation.
• Roche Pharma (Switzerland): confirmed full integration of its entire value chain in China, from clinical research to advanced manufacturing.
欧洲食品品牌作用
• 中国市场成为La Encina（西班牙）增长的主要驱动力，得益于中产阶级的扩张（目前超过4亿消费者）。
• Edelmann&Paulig（德国）推出了专为当地口味和可持续性量身定制的优质有机巧克力产品。
这些案例突显了明显趋势：中国的竞争力取决于智能本地化，而不是简单的出口。
The Role of European Food Brands
• Inalpi (Italy) introduced premium dairy ingredients designed for co-development with Chinese industries and retailers.
• La Encina (Spain) has made the Chinese market the main driver of its growth, fueled by the expansion of the middle class (now exceeding 400 million consumers).
• Edelmann & Paulig (Germany) launched premium organic chocolates tailored for local taste and sustainability.
These examples highlight a clear trend: competitiveness in China depends on intelligent localization, not simple export.
中国作为产业共创平台
中国不再只是一个目的地市场，它是产业共创的平台。为了取得成功，企业必须：
• 建立技术和生产合作关系
• 建立本地化研发中心和供应链
• 开发适合本地和全球需求的产品
• 为建设“新的高质量生产力”做出贡献--提高生活质量和满足全球实际需求的解决方案
China as a Platform for Industrial Co-Creation
China is no longer just a destination market — it is a platform for industrial co-creation. To succeed, companies must:
• Establish technological and production partnerships
• Localize part of their R&D and supply chain
• Develop products designed for both local and global demand
• Contribute to building “new-quality productive forces” -- solutions that enhance quality of life and address real global needs.
我们参与进博会，证实了在中国机遇不是“更多出口”，而是在正确的价值链中定位、选择合适的合作伙伴，打造整合技术、市场洞察力和执行力的项目。
挑战是显而易见的：企业不仅须提供成品，还须帮助塑造未来的全球生产。
对于现在想到中国做生意的人来说，我们始终强调，在中国做生意需要创新、共同发展、本地化并具有长期的全球视野。
发展中国市场不能采取“快餐方式”，而需要决心、一致性和5至10年的战略视野。
JESA’s participation in CIIE confirmed that opportunities in China are not found by “exporting more,” but by positioning within the right value chain, with the right partners, and through projects integrating technology, market insight, and execution.
The challenge is clear: companies must contribute not only by supplying finished products, but by helping shape the future of global production.
For those looking to China today, we never fail to stress that doing business in and with China requires innovation, co-development, local presence, and a long-term global vision.
China market is not a “quick meal” — it requires determination, consistency, and a 5-to-10-year strategic perspective.
