NINGBO, May 23 (Xinhua) -- The potential of the Chinese market has attracted significant attention from various entrepreneurs, including Eugen Skermo from Morava Group, an Albania-based honey farm. Having participated in the China-CEEC Expo & International Consumer Goods Fair multiple times, Skermo is keen to forge new cooperation opportunities with Chinese companies, reflecting a growing interest in the sector.

The 4th China-CEEC Expo & International Consumer Goods Fair, taking place from Thursday to Sunday in Ningbo, Zhejiang Province, has drawn 435 enterprises from 14 Central and Eastern European countries (CEEC), along with representatives from nine other nations such as the UK, France, Germany, and Italy. The fair features a display of over 8,000 products, showcasing the diversity and richness of goods available for trade.

As more entrepreneurs like Skermo look toward the booming Chinese market, the event underscores a strategic approach to 'doing business in China.' With streamlined customs procedures enhancing shipping efficiency, consumers in China now have access to a wide variety of goods ranging from Polish beer and Latvian canned fish to Serbian dried plums.

Fabian Dajcaj, CEO of the Expo Group, is also representing Albania at the fair, driven by confidence in Chinese products and the expansive market potential. Highlights include improvements in customs efficiency that allow for speedy transport of CEEC products to China, further fostering bilateral trade. In 2024 alone, trade volume between China and CEEC reached a record 142.3 billion U.S. dollars, marking a substantial 6.3 percent annual increase.

During this year's expo, import deals worth over 10 billion yuan (approximately 1.39 billion U.S. dollars) are anticipated. This momentum is further buoyed by enhanced transportation links, including the recent expansion of an 'air corridor' that connects Hangzhou with Budapest, now providing seven flights per week, significantly boosting trade capacity.

At the fair, the cultural exchange appears vital as entrepreneurs like Vladimir Janjic, CEO of Volhof, explore synergies between Chinese and Central and Eastern European drinking traditions. Janjic aims to introduce Serbian wine culture to Chinese consumers, recognizing the compatibility between tea and wine as a gateway to expanding his market presence.

The expo serves not only as a commercial platform but also as a catalyst for enhancing mutual understanding among nations, as evidenced by insights shared by Julija Undrule-Lorenc from Polish food company Foodwell. Undrule-Lorenc highlights the importance of understanding Chinese customer preferences and dietary habits to secure a foothold in this competitive market.

According to Jia Ruixia, an associate professor at the Institute of European Studies, the continuing friendship between China and the CEEC reinforces bilateral trade, benefiting both regions significantly. With over ten CEEC member states in the EU, the trade boom further impacts the European economy positively.

As 2025 marks the 50th anniversary of China-EU diplomatic ties and the 13th anniversary of the China-CEEC cooperation mechanism, expectations are high for future bilateral collaborations. Many participants, including Sandra Bozic from Serbia's Vojvodina provincial government, emphasize that economic ties are crucial for fostering cultural and tourism exchanges.

Klaus Zenkel from the European Chamber of Commerce in China underscores the long-term potential of the Chinese market for European companies. He advocates for a collaborative effort between the EU and China to protect the global trading system that has historically supported mutual growth and prosperity while rejecting protectionist practices.