The Hongqiao Import Commodity Exhibition and Trading Center in Shanghai has established itself as a crucial link between global exhibitors and the Chinese market, converting temporary exhibition products into sustainable business opportunities, officials with the center said on Tuesday.

Launched alongside the China International Import Expo (CIIE), the project now serves as a permanent international trade platform.

"Our mission is to extend the impact of CIIE beyond its six-day annual run," said Cai Jun, general manager of the Hongqiao Import Commodity Exhibition and Trading Center.

"We provide exhibitors with a permanent platform to showcase their products and develop their business in China year-round."

Located in Shanghai's Minhang district, the center has attracted more than 6,000 brands from 120 countries and regions. It has now set up 52 branches in 24 cities nationwide, through which goods from all over the world can reach a wider range of consumers in China. In 2024, the trading volume reached 30 billion yuan ($4.2 billion).

Its specialized sections include the Hongqiao international coffee harbor, which has become an important coffee trade hub in the city.

"One in every two cups of coffee in Shanghai contains beans traded through our platform," said Zhu Jing, deputy general manager of the center.

"Our platform connects over 200 coffee-related enterprises from more than 60 countries, including 47 nations connected with the Belt and Road Initiative," she said, adding that the coffee harbor has facilitated trade worth 300 million yuan ($42.12 million) directly through its platform and influenced broader coffee trade worth 3 billion yuan ($421.24 billion).

The center's international winery has also attracted numerous professional importers and distributors. Federico Scrofani, area manager of the Italian Wine Brands group, credits CIIE and the center for supporting their expansion into China.

"After six years of CIIE participation, our sales of wine in China now ranks high across Asia," he said.

"The exhibition and center serve as an indispensable bridge to distributors, and we aim to expand further through this platform."

Digital transformation has been key to the center's operation. Established in October 2022 as one of Shanghai's first officially recognized livestreaming bases, the facility features 60 professional livestreaming rooms.

"Beyond trading, we're building bridges between global sellers and Chinese consumers while nurturing digital economy talent," said Pan Haojun, deputy general manager.

The center also partners with educational institutions to train international students in livestreaming, enabling them to promote products from their home countries.

The center's bonded logistics operation, launched in 2020, has also shown growth. Processing around 40,000 packages daily through partnerships with major e-commerce platforms, its import volume reached 3.5 billion yuan ($491.47 million) last year, up from 400 million yuan ($56.17 million) in its first year, according to Cai.