SHANGHAI, Nov. 8 (Xinhua) -- Amid dazzling displays at the ninth China International Import Expo (CIIE), a truck-sized turn-mill machine stands quietly, its computer-controlled spindle whirring.
Without flashy decorations, the machine still draws curious crowds. The attraction is a piece of precision machinery from an Austrian "hidden champion" WFL, shown under the expo's "deep-tech" label.
Weighing over 20 tonnes, the machine began its journey in August, crossing oceans and moving between trucks and shipping containers before arriving at the Port of Shanghai, host city of the CIIE -- a major platform for China to open its vast market to the world.
Why go to such lengths? Mayr Günther Franz Josef, general manager of WFL, told Xinhua that participating in the CIIE offers a chance to gain firsthand insights into China's rapidly upgrading high-end manufacturing sector and to forge closer ties with industrial partners across the Asia-Pacific region.
The company had another goal in mind: to make the machine's journey a one-way trip. As hoped, it found a buyer just three days into the expo.
Across the exhibition floor, European companies are deepening their engagement with China, drawn not only by the sheer size of its market but increasingly by opportunities arising from industrial upgrading, evolving consumer demand and a vibrant innovation ecosystem.
MORE THAN A VAST MARKET
China's pursuit of high-quality development, coupled with rising living standards, has fueled increasingly sophisticated demand for industrial and consumer products, opening up new avenues of growth for businesses worldwide.
"As China's manufacturing capabilities continue to advance, demand for high-end machine tools and other sophisticated industrial equipment is growing," said Zheng Xiaoli, a representative at WFL's booth. The company's machine tools are used to manufacture complex, high-precision components for industries including aviation, aerospace and shipbuilding.
The changing composition of their Chinese clientele offers a glimpse into that transformation. "Our customers in China used to be mainly state-owned enterprises and foreign-invested companies. Now, a growing number of private Chinese manufacturers seeking quality products are investing in our high-end machinery," said Zheng.
China's accelerating green transition and digital transformation are also creating fresh opportunities for European suppliers of advanced technologies and specialized materials.
For AMORNEX, a joint venture between Luxembourg-based steelmaker ArcelorMittal and China Oriental Group, the booming electric vehicle industry in China is driving demand for advanced materials.
Jurgen Cobbaut, the company's chief marketing officer, told Xinhua that some high-performance electric motors in Chinese EVs require materials with exceptional strength and efficiency, which plays to the company's strengths.
"It's not only the volume, but also the level of sophistication. That is what really makes it interesting," Cobbaut said of the Chinese market.
The shift toward more sophisticated demand extends to consumer markets, where changing lifestyles and rising expectations are also inspiring product innovation.
German cleaning equipment manufacturer Kärcher, for example, developed a compact, foldable pressure washer for cleaning bicycles, cars and camping gear, tapping into Chinese consumers' growing enthusiasm for outdoor activities. Originally designed for the Chinese market, the product has since been rolled out globally.
"Chinese consumers today are much more sophisticated. They're looking for products that fit their lifestyles," said Bernd Rützler, an executive vice president of Alfred Kärcher GmbH & Co. KG.
INNOVATION ENGINE
Beyond evolving demand, China's innovation capabilities, underpinned by its extensive supply chains and fast-evolving market, are becoming powerful draws for European companies.
"China has always been one of our most important strategic markets globally. What has changed is the increasingly multifaceted role China plays," said Liu Ling, chief region leader of Philips China.
For the Dutch health technology company, China is not only its second-largest market worldwide but also a "key supply-chain hub and engine of innovation."
Increasingly, innovations developed in China are also finding their way into European companies' global product portfolios.
Drawing on China's "strong industrial foundation, abundant innovation resources and diverse use cases," Schneider Electric has worked with Chinese partners to develop a range of proven, scalable solutions that are helping businesses across sectors become smarter, more efficient and greener, said Yin Zheng, executive vice president of China & East Asia Operations of Schneider Electric.
In the medical equipment hall at the CIIE, widely regarded as one of the expo's most competitive sections, Swedish medical equipment manufacturer Elekta is showcasing its AI-powered AutoART adaptive radiotherapy solution. The system can shorten the adaptive radiotherapy process -- from imaging and treatment planning to treatment delivery -- to just 10 to 15 minutes.
Developed in response to the demands of China's busy radiotherapy departments, this technology is intended for wider international use, according to Jin Jianxue, vice president and medical affairs director of Elekta China.
COMPLEMENTARY STRENGTHS
The CIIE offers a timely view of deepening business ties between China and Europe, as EU policymakers weigh trade issues with China.
The deeper ties are rooted in strong complementarity between the two sides, said Shen Yi, an international relations scholar at Fudan University. As China seeks to upgrade its industries and improve living standards, it needs European products and expertise in areas such as advanced equipment, precision instruments, pharmaceuticals and professional services, Shen told Xinhua.
Europe, in turn, stands to benefit from China's vast market, manufacturing capabilities and technological advances in sectors like batteries and solar power, he added.
Illustrating such complementarity, Zhang Shuo, chief representative at the Beijing Representative Office of the Brussels-based European Automobile Manufacturers Association (ACEA), noted that Europe's century-old automotive industry has deep expertise in engineering, safety and environmental technologies, while China has taken the lead in batteries and electric mobility.
Cooperation is also moving beyond the traditional model of importing finished vehicles or transferring technology toward closer integration of industrial supply chains and joint research and development, he told Xinhua at their booth. ACEA is attending this year's CIIE as an exhibitor for the first time, although its member companies have long been regular participants.
Going forward, China has called for an "upward balance" in trade, achieved through greater openness and an expanding economic pie, rather than a "downward balance" caused by closing markets.
Ultimately, openness remains a powerful draw. As Rützler put it: "We see China as a reliable market and a reliable partner. Its continued opening up gives us the confidence to invest more." ■
