Solutions from China serve world market

The 2026 China International Fair for Trade in Services features a dedicated "China Services" exhibition area for the first time, highlighting a broader shift from exporting products alone to delivering technology, expertise and integrated solutions overseas.

The new exhibition area is part of a broader effort to build the "China Services" brand and raise its global profile. It showcases more than 140 cases covering 12 major sectors of trade in services, according to the Beijing Commerce Bureau. Submissions come from 23 provinces, four municipalities and five autonomous regions, as well as State-owned enterprises.

One of the cases was submitted by China National Logging Corporation. The company said it has deployed digital core services at scale in Kazakhstan and Iraq. Combining on-site scanning, laboratory analysis and reservoir evaluation, the services create digital records of rock samples obtained during drilling, enabling researchers in different locations to access and analyze the data while helping preserve the physical cores.

CNLC said it cataloged and digitized more than 1,000 meters of core in one project in Kazakhstan. The material had been stored under basic conditions, leaving it vulnerable to weathering, damage and contamination.

The project involved nearly 40 standardized processes, including cleaning, detailed geological description, high-resolution scanning and platform deployment. According to CNLC, the platform has cut the time required for single-well analysis from seven days to 48 hours.

"To us, 'China Services' means going beyond equipment sales to provide clients with standards, workflows and technical expertise, backed by long-term support," said Chen Liangyu, executive director of CNLC International.

He said this includes providing operational and technical support, training local teams to manage the system independently and allowing clients to retain ownership of their data.

Wuhan Fiberhome Technical Services served as the main communications systems integrator for the first phase of the Astana light rail transit system in Kazakhstan. The 22.4-kilometer line, which began operations on May 16, is Central Asia's first fully automated, intelligent light rail system, according to the company.

Zhang Yuquan, deputy general manager of Wuhan Fiberhome Technical Services, said the company integrated systems for LTE-based wireless communications, video surveillance and passenger information, while also handling design coordination, commissioning, staff training and post-launch technical support.

He said the systems were adapted for Astana's winters, when temperatures can fall below -40 C. The company's technicians worked alongside local operators for 45 days after the line opened, and the company plans to retain a technical team in the city.

"'China Services' is not simply about exporting Chinese products and technologies, but also about providing professional, reliable and sustainable solutions tailored to local needs," Zhang said.

He added that CIFTIS would help the company connect with overseas clients, contractors and local partners in digital infrastructure and smart transportation.

Chinese marketing technology company BlueFocus reported that revenue from its overseas business rose 16.89 percent year-on-year to 56.5 billion yuan ($8.41 billion) in 2025, accounting for more than 80 percent of its total revenue.

With offices in Southeast Asia, Europe and the Americas, it helps Chinese brands tailor their marketing to local audiences through market research, brand strategy, media buying, public relations and social media management. It has also developed BlueX and BlueTurbo, two AI-enabled platforms used in programmatic advertising.

At CIFTIS 2026, Beijing-based sports licensing and retail company All Star Partner is showcasing how it brings together international sports intellectual property, Chinese design and manufacturing, and retail and event operations.

During the 2026 FIFA World Cup, it developed officially licensed merchandise for national teams including Argentina, Portugal and Spain, and opened nearly 200 FanTown stores and themed pop-up spaces across China.

It has also established a sports licensing center and a global expansion center in Yiwu, Zhejiang province, aimed at linking global rights holders with Chinese designers and manufacturers, and supporting access to overseas markets.

Jiang Lulu, deputy general manager of All Star Partner, said that for the company, going global means more than selling products abroad. It also requires the ability to turn sports culture into products and experiences, organize supply chains and build lasting relationships with consumers, according to Jiang.