Global biz benefiting from China's consumption upgrade

Waiting in line for tax refunds, once a familiar scene for Chinese tourists at airports and designated tax-refund service points in luxury department stores such as Galeries Lafayette in Paris and Ginza Mitsukoshi in Tokyo, is fast becoming ubiquitous in large Chinese cities these days.

On the first weekend after the Spring Festival holiday in Beijing, long lines formed at tax-refund counters in the departure hall of Terminal 3 at Beijing Capital International Airport, as overseas visitors waited to reclaim value-added tax on purchases ranging from foreign cosmetics and designer handbags to China-made gimbal cameras and smartphones.

For many inbound travelers, this experience reflected not only the appeal of Chinese goods, but also the growing ease of shopping in a market that is becoming more open, efficient and globally connected.

As China deepens efforts to promote the "Shopping in China" initiative and a series of consumption-friendly measures, the potential of its vast consumer base is being tapped at a faster pace. Imports are expanding in scale and quality as demand shifts toward premium products, advanced technologies and specialized services.

Officials from Beijing Customs told me that China's push to attract global shoppers and boost domestic consumption is enabling more global businesses to benefit from its consumption upgrade, supported by efforts to align standards, logistics and distribution channels.

At a trade fair in Guangzhou, Guangdong province, in January, importers showcased coffee, chia seeds and avocados from Latin America, dairy products from Europe and health supplements from Southeast Asia and Australia. Buyers from Chinese e-commerce platforms and retail chains moved briskly between booths, negotiating deals that could bring new products to millions of households.

At these trade fairs, it is clear that the integration of domestic consumption and foreign trade is helping overseas brands reach Chinese consumers more directly. This integration shortens supply chains, reduces costs and enables faster responses to changing demand.

Beyond facilitating trade flows, China is expanding favorable trade measures for countries in the Global South, a move aimed at sharing development opportunities more broadly. Preferential tariff arrangements and simplified customs procedures are enabling exporters from developing economies to gain greater access to the Chinese market.

In Yiwu, Zhejiang province — often described as a "United Nations of cuisine", a "grassroots business school" and a "gold mine for e-commerce entrepreneurs" — traders from Eastern Europe, Africa and the Middle East have increased their presence in recent years. Many now operate long-term procurement offices, reflecting confidence in China's market stability and growth prospects.

Efforts to optimize market access are also reshaping the structure of China's imports. The government is streamlining regulatory approvals and encouraging the import of high-quality goods and services that support industrial upgrading and green development.

These measures are helping to diversify import sources and reduce reliance on any single market, strengthening the resilience of China's trade structure. A more balanced import portfolio can enhance supply security while fostering competition that benefits consumers and domestic industries alike.

Moreover, increased access to advanced equipment, high-end components and sustainable materials can support China's transition toward higher value-added production.

The impact is visible in sectors ranging from healthcare to new energy. Hospitals are introducing imported medical devices alongside domestically produced equipment, while manufacturers are sourcing specialized components from multiple regions to mitigate supply risks.

As China continues to open its market and refine trade policies, the benefits are extending beyond its borders. For many countries — particularly emerging economies — access to the Chinese market offers a pathway to industrial upgrading, job creation and export diversification.

From airports in Beijing to trading hubs in Yiwu and import fairs in Guangzhou, the trend is clear. As China's market opens wider, it is reshaping its own consumption patterns while redefining how growth opportunities are shared across the global economy.