(ECNS) -- The 2026 China Brands Globalization Forum opened in Haikou, south China's Hainan Province, on Tuesday, bringing together more than 2,000 Chinese and international participants to discuss Chinese brands' shift from exporting products to building a global presence.
The forum will host over 20 parallel sessions on topics including cross-border compliance, digital marketing and industrial upgrading.
Hainan is positioning its free trade port, now operating under an independent customs regime, as a strategic link between domestic and international markets and a headquarters base for both Chinese companies expanding globally and foreign companies entering the Chinese market, Hainan Governor Liu Xiaoming said at the opening ceremony.
According to Wang Yong, chairman of Brand Alliance and initiator of the China Brand Festival and the China Brands Export Expo, the forum brings together policymakers, distribution partners, service providers and upstream and downstream enterprises to create an integrated platform for brand showcases, global procurement, policy consultation and resource matching.
Chinese brands going global must offer high-quality products with confidence, supported by the real economy and independent innovation, said Dong Mingzhu, chairwoman of Gree Electric Appliances. Gree has invested more than 26 billion yuan (about $3.85 billion) in research and development over the past five years, established 16 research institutes and 1,458 laboratories, and applied for 140,201 patents, including 77,584 invention patents, she added.
Sun Qixiang, former dean of Peking University's School of Economics, said companies going global face complex risks and should strengthen regulatory compliance, digital capabilities, financial support and coordination across their business ecosystems to build a comprehensive safety net.
The 2026 China Brands Export Expo also opened at the Hainan International Convention and Exhibition Center that day, featuring four themed exhibition halls covering cross-border e-commerce and global supply chains, lifestyle and health, regional and geographical indication brands, and future mobility and key brands.
The forum and expo are being held together to make use of Hainan Free Trade Port policies and provide Chinese brands with support ranging from strategic planning and brand showcases to market expansion and resource matching.
(By Tang Yuxian)
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