Plentiful opportunities
The Chinese economy is the world’s second-largest in terms of nominal GDP (and largest in terms of purchasing power parity). China has the world’s fastest-growing middle class—projected to exceed 1 billion within the next few years (with the country’s total population currently sitting at 1.4 billion). After three years of stringent COVID-19 control measures, China’s economy has been gathering momentum since early 2023, and 5% growth is projected for 2024.
An upcoming global trade mission to China, organized by the Wisconsin Economic Development Corporation (WEDC), will help connect you to potential buyers, distributors, and other partners in the market. With logistics, interpretation, and lodging arranged for you, you can focus your attention on meeting and vetting potential partners.
Demand for Wisconsin products
Chinese customers traditionally have a strong affinity for U.S.-made products since they consider those products to be of high quality. Even with the tariff concerns, demand for U.S-made goods in China remains strong. China imported about $165 billion worth of products from the U.S., and nearly $1.5 billion from Wisconsin, in 2023.
Given the size and importance of the market, Wisconsin companies across many different sectors are encouraged to consider participating in this trade mission. However, companies considering exporting to China should first develop a general understanding of proper exporting practices and should have some prior experience in international markets before entering the Chinese market. In addition, companies should consider cultural factors and consumer preferences unique to China and should adapt their offerings accordingly. With the stiff competition in this market, Wisconsin exporters need a strong value proposition and distinct market differentiators. They should also register their intellectual property (or at least have it evaluated for registration) before participating.
Companies in the following sectors are especially encouraged to consider taking part in the trade mission:
- Advanced manufacturing: With China’s emphasis on modernizing its manufacturing capabilities, there is a strong demand for Wisconsin products in areas such as robotics, automation, additive manufacturing, advanced materials, precision machine tools, sensors, and instruments.
- Food and beverage: China has the world’s largest consumer market, making it an excellent export target for processed foods as well as food processing and packaging Wisconsin cheese, cranberries, and ginseng are familiar and well-liked among Chinese consumers, providing a strong foundation for growth in this sector.
- Biohealth: As living standards rise in China, health care innovation is becoming increasingly more important. This shift opens up opportunities for Wisconsin companies, particularly in the areas of medical device manufacturing, bioscience, digital health, diagnostics, and biopharmaceuticals.
- Water technology: China’s water and wastewater treatment technology market is experiencing rapid growth; in addition, the industry is under increasing pressure to improve efficiency and reduce pollution. These trends create opportunities for Wisconsin companies related to water filtration and recycling, as well as technologies that move, meter, treat, and use water in a sustainable manner.
- Energy, power, and controls: The status of this industrial sector as one of Wisconsin’s fastest-growing and most competitive aligns with a priority focus for China. Wisconsin companies can leverage their expertise in this area to meet increasing demand in the Chinese market.
Exclusive access
The global trade mission to China, taking place March 21-29, 2025, will include stops in Shanghai and Shenzhen. For each participating Wisconsin company, WEDC’s in-market trade representatives will pre-screen potential distributors, agents, and customers to find customized matches in each program city. WEDC will handle all logistical arrangements and provide interpretation services during meetings. Additionally, participants will receive training on Chinese business etiquette and a comprehensive country briefing.
Shanghai, the second-most-populous city in China (after Chongqing), serves as the nation’s commercial, financial, trade, and transportation hub. Located in eastern China, it is home to the world’s busiest container port. Its six pillar industries include electronic and information-technology products, auto manufacturing, petrochemical and fine chemical processing, fine steel products manufacturing, production of complete equipment, and biomedicine. Shanghai leads China in GDP and is recognized as the wealthiest city in the country.
Shenzhen, situated in Guangdong Province in southern China, ranks first among Chinese cities for overall economic competitiveness and is considered a central hub for high-tech research, development, and manufacturing. The four pillar industries of Shenzhen are advanced technology, modern logistics, financial services, and cultural industry. Shenzhen is China’s third-largest city in terms of GDP and is also considered the third-wealthiest city in China.
