NINGBO, May 23 (Xinhua) -- Having attended the China-CEEC Expo & International Consumer Goods Fair several times, Eugen Skermo firmly believes in the potential of the Chinese market and the vast opportunities it holds.

"I'm here to find cooperation opportunities with Chinese companies," said Skermo, administrator of Morava Group, an Albania-based honey farm.

The 4th China-CEEC Expo & International Consumer Goods Fair runs from Thursday to Sunday in Ningbo, east China's Zhejiang Province. It attracted 435 enterprises from 14 Central and Eastern European countries (CEEC) and nine other countries, including the UK, France, Germany and Italy, showcasing over 8,000 featured products.

GROWING TRADE

Responding to the call of "doing business in China" made by the Expo Group, an Albanian event service provider, Skermo is among a growing number of entrepreneurs stepping onto a fast track to tap into the world's second-largest consumer market.

CEO of the Expo Group Fabian Dajcaj (R) from Albania promotes food products at the 4th China-CEEC Expo & International Consumer Goods Fair in Ningbo, east China's Zhejiang Province, May 23, 2025. (Xinhua/Zheng Keyi)

Fabian Dajcaj, CEO of the Expo Group, said his motivation to bring Albanian companies to China stemmed from his strong confidence in both Chinese products and the market. "The Chinese market is new for us," he added, emphasizing his focus on exploring more opportunities.

Streamlined customs procedures have significantly improved efficiency, allowing Chinese consumers to enjoy a rich variety of products, from Polish beer and Latvian canned fish to Serbian dried plums.

To facilitate the event in Ningbo, CEEC featured products were transported to China via an expedited channel. Ningbo Customs has implemented targeted measures to ensure the timely arrival of goods, including meat, dairy and artware.

Data from China's customs showed that in 2024, China's trade with CEEC increased by 6.3 percent year on year to reach a record high of 142.3 billion U.S. dollars.

Import deals worth over 10 billion yuan (about 1.39 billion U.S. dollars) are expected to be reached during the event.

Increased transport links between the two regions, including more direct flights and China-Europe Railway Express services, have further facilitated trade.

An "air corridor" linking Hangzhou, capital of Zhejiang Province, with Budapest, launched in 2023, has expanded from four to seven flights per week -- with weekly transport capacity reaching 500 tonnes.

DEEPENING UNDERSTANDING

Starting with a sip of Chinese tea, Vladimir Janjic, CEO of Volhof, a Serbian wine dealer, accepted an invitation from his Chinese friend to bring his Serbian products to China.

For Janjic, China and CEEC share many similarities in terms of drinking cultures -- the key to unlocking the opportunities in the vibrant Chinese market.

People visit the 4th China-CEEC Expo & International Consumer Goods Fair in Ningbo, east China's Zhejiang Province, May 22. 2025. (Xinhua/Jiang Han)

"Tea and wine are completely parallel," he said. By showcasing high-quality wines, he hopes to introduce the wine culture to more Chinese consumers and expand his business.

The fair also serves as a vital platform for fostering mutual understanding between nations and markets, while promoting people-to-people exchanges.

Julija Undrule-Lorenc, sales manager of Polish food company Foodwell, knows well how to maintain a foothold in the Chinese market. "Having a good product, we can find our niche," she said.

Emphasizing the importance of market research, she aims to "understand the expectations of Chinese customers" by closely observing their purchasing patterns and dietary habits.

BOOST FOR CHINA-EUROPE TIES

"Friendship between China and the CEEC is enduring, and bilateral trade strengthens the human bonds between us," said Jia Ruixia, an associate professor at the Institute of European Studies, Chinese Academy of Social Sciences.

CEEC play a pivotal role in promoting China-Europe relations, said Jia, adding that over 10 CEEC are EU members, which means that the China-CEEC trade boom will fuel the European economy as a whole.

This photo taken on May 22, 2025 shows an aircraft at the Digital and Smart Manufacturing of CEEC exhibition area of the 4th China-CEEC Expo & International Consumer Goods Fair in Ningbo, east China's Zhejiang Province. (Xinhua/Jiang Han)

The year 2025 marks the 50th anniversary of the establishment of diplomatic relations between China and the EU, and the 13th anniversary of the establishment of the China-CEEC cooperation mechanism.

With more deals, projects and policies set to be in place, China and CEEC are forging a partnership that is poised to offer more certainty and confidence for the development of the world.

Sandra Bozic, vice president of the Vojvodina provincial government, Serbia, said "the economy is a prerequisite for exchange and development of relations in areas such as culture and tourism." She anticipates that the two nations will work together to further strengthen their "steel friendship."

"European companies are positive about the long-term potential of the Chinese market," said Klaus Zenkel, vice president of the European Chamber of Commerce in China.

"It is in the common interest of the EU and China to safeguard the global trading system that has brought so much growth and prosperity to both markets -- and to reject protectionism," he added.