Two South African export councils say their participation in the China International Import Expo (CIIE) will contribute in strengthening South Africa’s presence in the Chinese market, increase the country’s export basket and facilitate trade between the two countries.

Speaking ahead of the official opening of the exhibition in Shanghai, China, on November 5, South African Footwear and Leather Council executive director Nerisha Jairaj says that, as a council that represents 252 members, participating in the CIIE represents direct access to China’s trillion-dollar consumer base and a market with growing demand for quality, authenticity and sustainable products.

“Our participation provides an unparalleled opportunity for South African manufacturers to reach buyers, distributors and retailers who are otherwise difficult to access remotely. Our members will also gain the opportunity to generate export orders and establish long-term distribution partnerships, and explore new market segments, including luxury, outdoor and eco-conscious consumers,” says Jairaj.

According to Jairaj, the council’s main objective during the show is to showcase the quality, design innovation and manufacturing capabilities of South African footwear, leather goods, handbags and accessories, and also to reinforce the “Made in South Africa” identity as a mark of craftsmanship, sustainability and value.

“Zooming into facilitating market access and trade partnerships, we will negotiate distribution and retail partnerships for both established exporters and emerging brands and explore e-commerce collaboration with major Chinese platforms such as Tmall, JD.com and Alibaba Global.

“On supporting export diversification and growth, the council will aim to Increase export volumes and market share of South African leather and footwear products into Asia, and identify and validate new niche opportunities,” she asserts.

South African Fruit and Vegetable Canners Export Council (SAFVCEC) GM Jill Atwood-Palm highlights that CIIE, as the largest trade event in China, serves as a platform for gathering market information, benchmarking competitor activity, assessing supply demand conditions and identifying emerging consumer trends.

“SAFVCEC represents the manufacturers and exporters of processed fruit and vegetable products. Over the past ten years, our exports have shown a positive increase year-on-year. In 2024, the industry exported a total of R15.5-billion to over 125 countries across approximately 50 product lines. Our experienced exporters have proven knowledge of global markets, customers and consumers alike,” says Atwood-Palm.

She adds that the council’s objective at the CIIE is to showcase the industry and its premium-quality products, maintain and grow members’ exports by engaging with existing customers and making new connections with potential buyers and new markets.