From products to services: China's services trade fair spotlights its industry upgrading

The 2026 China International Fair for Trade in Services (CIFTIS) wrapped up in Beijing on Sunday with more than 1,200 outcomes, underscoring the growing role of technology and knowledge-intensive services in China's rapidly evolving service trade.

Over five days, more than 1,830 companies and institutions exhibited on site, while more than 116,000 professional visitors registered for the event, up 3.7% year on year. By noon on Sunday, the fair's core exhibition area had recorded nearly 420,000 visits, a 36.6% increase from the previous edition.

The fair also hosted around 200 forums, business matchmaking sessions and promotional events. In total, more than 1,200 outcomes were achieved across seven categories, including six cooperation agreements signed between the Norwegian delegation, this year's guest of honor, and Chinese companies and institutions.

Beyond the numbers, the event offered a glimpse into a broader shift in China's service trade – from traditional, labor-intensive services toward technology-driven solutions, and from simply exporting products to providing services and expertise to overseas markets.

From products to services

A major highlight of this year's CIFTIS was the debut of an exhibition area dedicated to cases of "Chinese services," showcasing how Chinese companies are moving beyond product exports to deliver services tailored to international markets.

One example was an overseas service platform based on China's BeiDou Navigation Satellite System. The platform represents a shift from exporting BeiDou-related equipment to providing operational services, helping countries develop their digital infrastructure.

Another featured product was a domestically developed welding robot that can be used in high-risk environments such as shipbuilding, offshore engineering and nuclear power. Rather than simply selling equipment, the company also provides customized solutions and supporting services based on the needs of different overseas markets.

In addition, of the more than 140 innovative cases showcased in the new exhibition area, nearly 40% were centered on artificial intelligence, large language models and AI agents. Visitors also experienced emerging services including AI-assisted medical care, intelligent question-and-answer systems and services designed to support healthy aging, highlighting a shift in what China exports.

In the past, China's service trade was more closely associated with sectors such as tourism, transportation and business-process outsourcing – areas that tend to rely heavily on labor and resources. CIFTIS 2026, by contrast, highlighted a growing competitive edge in technology-enabled, knowledge-intensive services, with AI, digital technologies and scenario-based innovation becoming increasingly important.

Official data show that in the first half of 2026, China's exports of AI-related products exceeded $480 billion, up 47.3% year on year. Exports of knowledge-intensive services surpassed 800 billion yuan ($119 billion), accounting for 53.5% of total service exports.

Henning Kristoffersen, commercial counselor at the Norwegian Embassy in China, said China's rapid technological development and its innovation ecosystem had left a deep impression on him.

"What is impressive about China is the amazing speed of high-tech development," he said, noting that China's service offerings are also upgrading across consumption, technology and production.

Supporting Chinese companies going global

This year's CIFTIS also sought to strengthen the services that help Chinese companies expand overseas. For the first time, the fair established a dedicated area for roadshows and promotional activities focused on helping companies go overseas.

More than 40 sessions were held by professional service providers in fields ranging from finance, law and accounting to intellectual property, advertising and human resources.

The aim was to bring together services that companies previously had to seek separately, creating a more integrated support system for businesses entering international markets.

In recent years, Chinese companies have been expanding their presence in global markets, making service support increasingly important.

Zhou Mi, a researcher at the Chinese Academy of International Trade and Economic Cooperation, said China needs to cultivate more globally competitive service providers with a strong understanding of target markets and international rules.

At the government level, he said, China should further strengthen the alignment between domestic and international rules, including those under the World Trade Organization's framework for trade in services and bilateral free trade agreements.

Such efforts could help Chinese companies reduce the costs of entering overseas markets and adapt more effectively to different regulatory environments, Zhou said.

He also stressed that China is not focused solely on exports, but on ensuring that imports and exports complement each other. He said China's current trade structure supports its goals of promoting green, low-carbon and smart development globally, while China's economic growth will also create more opportunities for the rest of the world.