A roadshow at CIFTIS 2026 offers support to Chinese companies seeking to expand overseas.

The 2026 China International Fair for Trade in Services introduced a roadshow area dedicated to services for companies going global, offering tailored solutions in finance, law, accounting, advertising, human resources and other areas to empower Chinese enterprises in their overseas operations.

One of the participants, global professional services provider EY, showcased its comprehensive services for businesses venturing abroad, encompassing strategic planning, market entry, operations, development and transition or exit strategies.

"We've moved beyond simply exporting products or capital. Today, it's about exporting capabilities and ecosystems," said EY Greater China ESG and Sustainability Leader Li Jing. "Additionally, the definition of trade in services is evolving — digitization, intelligence and sustainability are no longer optional but essential for success. Professional services now play a critical role in helping enterprises achieve long-term stability and growth."

She emphasized that CIFTIS not only exemplifies China's commitment to opening up its markets but also serves as a crucial hub connecting global businesses with opportunities in China.

Beijing-based Suooter Technology garnered wide media attention last year for showcasing its internationally certified optoelectronic targets during its CIFTIS debut. According to Zhang Yan, the company's marketing director, its booth received over 10,000 visits within three days at CIFTIS 2025. Major media outlets, including China Central Television and Xinhua News Agency, highlighted the company's breakthroughs in Chinese sports technology.

"CIFTIS has opened the door for us to expand overseas," Zhang said. "In the past year, our products have entered markets such as South Korea and Hungary. Without CIFTIS, reaching these international markets would have been much more challenging."

This year, Suooter returned to CIFTIS with its latest innovation: a digital archery training and competition system. The system uses optical positioning technology to collect seven types of data, including arrow impact coordinates, aiming trajectories, heart rate and wind speed.

Beijing Foreign Enterprise Human Resources Service, or FESCO, made a strong impression at CIFTIS 2026 with its holistic global solutions, covering talent consulting, employment, payroll management and other areas. Additionally, it explained the Global City Talent Retention Index, an annual benchmark study jointly published by the company and the Beijing Institute of Talent Development Strategy.

At CIFTIS 2026, FESCO set up two zones: one for business meetings and partnership signings and the other for sharing insights into policies in prominent overseas markets such as Southeast Asia, Europe and Latin America. By creating these interactive spaces, the company offered businesses practical tools to navigate the complexities of global operations.

Making its debut at CIFTIS, Beijing-based robotics startup Anyverse Dynamics showcased embodied intelligence technology tailored to the food service and industrial sectors.

Already collaborating with major players in the automotive supply chain, such as ZF Lifetec and Aumovio, Anyverse Dynamics is poised for global growth. Zhang Mengyi, director of the company's executive office, spoke about the company's experience of overseas expansion: "For our overseas industrial clients, the key requirement is that our robotics must address immediate pain points on production lines."

During a CIFTIS-related event in June, the International Trademark Association released the third edition of its Know Before You Go report series. According to Su Hong, INTA's chief representative for China, more Chinese companies are prioritizing brand and intellectual property management early in their internationalization efforts.

"CIFTIS, as a high-level platform for trade in services, has added value for companies going global with the inclusion of the overseas expansion roadshow area," Su said. She emphasized that this addition fosters deeper discussions on cross-border legal operations and intellectual property.

Su noted that an increasing number of small and medium-sized Chinese enterprises are exhibiting remarkable innovation at CIFTIS. However, she pointed out that inadequate brand protection remains a common challenge, which INTA aims to address through its global network and comprehensive support systems.

From facilitating one-stop global services to accelerating technology-driven transformations, CIFTIS 2026 underscored the fair's instrumental role in empowering Chinese businesses to succeed on the world stage while offering international enterprises a gateway to China's dynamic market.