Bilateral Trade "Gateway" Advances: Ningbo Becomes a Key Gateway for Central and Eastern European Goods into China

 

 

2024 "CEE Shopping Festival" Event Venue.

 

 

"We didn't expect it, but as soon as the 'Double 11' shopping festival kicked off, one of our imported milk products from Poland became an e-commerce sellout," shared Zhang Peng, General Manager of Ningbo Free Trade Zone ASEAN International Trade Limited. He described himself as "happily busy," juggling restocking orders while attending trade fairs nationwide to expand the market for Central and Eastern European products.

With the concerted efforts of buyers like Zhang Peng, Ningbo is emerging as a "golden gateway" for trade between China and CEE countries. According to Ningbo Customs, in the first three quarters of this year, Ningbo's trade volume with Central and Eastern Europe reached RMB 42.99 billion, a year-on-year increase of 12.3%. August and September showed particularly strong growth, with year-on-year increases of 81.5% and 51.1%, respectively.

What "business strategies" have helped Ningbo companies achieve these impressive results? As the host of the China-CEE Countries Expo, how does Ningbo capitalize on the expo’s spillover effects to facilitate partnerships and provide support for companies entering Central and Eastern European markets?

The "Shopping Cart" Keeps Getting "New Products"

This year has seen a wave of favorable policies for bilateral trade between China and CEE countries. For example, the China-Serbia Free Trade Agreement took effect in July, with both countries gradually removing tariffs on 90% of tariff categories.

In this environment, a dynamic group of Ningbo companies is capitalizing on these policy benefits to inspire interest in CEE products among Chinese consumers, while also bringing many new products into the Chinese market for the first time.

"Look! This is meadow honey from Serbia, ideal for health-conscious Chinese consumers," said Li Yanfen, General Manager of Ningbo Xiangmiao Technology Co., Ltd., whose "shopping cart" has been filling up with new products lately. After more than a year of sourcing, preparing procedures, and obtaining certifications, she has successfully introduced Serbian honey to the Chinese market for the first time.

"We're very fortunate that our honey arrived just as the China-Serbia Free Trade Agreement took effect, reducing tariffs by 1.5%. It will soon reach Chinese consumers from Ningbo at a more affordable price," said Li Yanfen. "Another bit of good news is that Serbian dried plums, fresh blueberries, and other agricultural products have also gained import approval. I’m sure it won’t be long before they’re on our tables as well."

Beyond delicious foods, Ningbo has led the nation this year in introducing new products such as Polish flour, Hungarian down, and Serbian handcrafted cashmere fabrics, solidifying its position as the top entry point for a growing range of Central and Eastern European goods into China.

At the 2024 China International Fair for Trade in Services held in September, Chen Yi, General Manager of Ningbo Dijiaweida Trading Co., Ltd., showcased Biofresh's rose series products on behalf of Bulgaria, promoting them to distributors nationwide. The Bulgarian products she selected are also branching into health foods, such as dried Damascus rose petals—a natural choice for wellness enthusiasts brewing herbal tea.

"We've been in the CEE market for ten years now, and Ningbo's reputation has steadily risen among brands from this region. They value the advantages of our port and trust our ability to promote and distribute high-quality, competitively priced products throughout China," said Chen Yi. As a "brand ambassador" for quality Central and Eastern European goods, she feels a deep sense of fulfillment.

Creating Synergy to Expand the Market

As new Central and Eastern European products enter the Chinese market, Ningbo traders are actively strategizing to boost sales, turning imports into high-performing products that, in turn, drive increased demand—a positive cycle for sustained growth.

Who’s the “internet celebrity” among Central and Eastern European countries? The answer is undoubtedly “Serbian Railways.” The "Serbian National Pavilion" account on Bilibili, managed by Ningbo Xiangmiao Technology Co., Ltd., has now attracted 710,000 followers. Fans enthusiastically engage with “Serbian Railways” through likes, comments, and shares, and are even converting this excitement into purchasing power, with the company’s JD store reaching a single-day sales record of RMB 100,000.

"We showcase Serbian culture, customs, and business updates through videos and place purchase links in the comment section. To our surprise, instead of being put off by the ads, users enthusiastically respond with 'Buy it!'," said Li Yanfen. In the first three quarters of this year, Ningbo’s imports from Serbia reached RMB 192 million, a 3.11-fold year-on-year increase, driven in part by social media promotion.

For products to sell well, strong sales channels are essential. In the Tmall flagship store, the "Central and Eastern Europe Imported Boutique Pavilion," managed by Zhang Peng and his team, popular items like Czech Litovel beer, Slovak Matisha pure grape juice, and Serbia's "Coffee Expert" have become top-selling favorites.

"Initially, we only sold our own imported products. Now, we’ve turned it into an online, year-round ‘Central and Eastern Europe Specialty Goods Pavilion,’ helping over ten partner companies sell their products. The wider the selection, the more traffic we attract, creating a mutually beneficial situation for everyone," Zhang Peng explained.

Many hands make light work. Thanks to the collaborative efforts of Ningbo companies, products and culture from Central and Eastern Europe are gaining traction in China, while Ningbo's manufacturing reputation is simultaneously rising in CEE countries.

Last October, Romania's largest e-commerce platform, eMAG—known as the “Taobao of Central and Eastern Europe”—established its Yangtze River Delta operations center in Ningbo. More than ten Ningbo small appliance companies were the first to join. A year later, an increasing number of Ningbo companies are seeing the business potential in this “fertile ground,” including Ningbo Ryaca Electrical Co., Ltd.

"Our main products are hair dryers and other personal care items, and we aim to use the eMAG platform to enter the Central and Eastern European market. Next, we hope to set up an office in Romania to drive localized operations while launching offline experience stores," explained Gao Chunlai, Administrative Director at Ruika Electric. "Romania, located at the center of Southern Europe, offers significant market potential and is a strategic focus for our expansion plans."

Notably, Ningbo is also leveraging its strengths in bulk commodity trading to deepen cooperation with Central and Eastern European countries, creating complementary advantages in resource exchange. In the first three quarters of this year, Ningbo imported unrefined copper and copper materials worth RMB 2 billion from these countries, marking a 31.5% year-on-year increase. Imports of metal ores and mineral sands reached RMB 580 million, up 35.5% from the previous year.

The "Comprehensive Strategy" Continues to Intensify

As China's first Economic and Trade Cooperation Demonstration Zone for Central and Eastern Europe, Ningbo has developed a "comprehensive strategy" to boost trade with these regions, hosting a range of events and implementing supportive policies.

Since 2022, Ningbo has successfully hosted four "CEE Shopping Festival" events, providing cash-value vouchers that let residents snag deals right at their doorstep, experiencing the charm of Central and Eastern European products firsthand.

This October, Ningbo kicked off the 2024 Central and Eastern European Goods Promotion Season, hosting events such as "Meet Central and Eastern Europe," "Taste Central and Eastern Europe," "Discover Central and Eastern Europe Online," and "Explore Central and Eastern Europe at the Market." Through diverse activities—including subway promotions, product tastings, live streams, and international markets—Central and Eastern European products are reaching an even broader audience.

At the same time, Ningbo's customs, ports, transportation, finance and other related departments are also building an "invisible channel" for bilateral trade between China and Central and Eastern European countries.

Ningbo Customs has launched an innovative “One-Stop Import Clearance Service” for Central and Eastern European goods, helping importers navigate policies, regulations, access approvals, and customs clearance challenges. A dedicated “Central and Eastern European Goods Import Service Window” has also been established, offering streamlined processes like “pre-declaration,” “two-step declaration,” and “two-phase access” to simplify imports from Central and Eastern Europe.

In transportation, Ningbo Zhoushan Port has opened container shipping routes with five Central and Eastern European seaports: Piraeus in Greece, Gdańsk in Poland, Constan？a in Romania, Koper in Slovenia, and Rijeka in Croatia. Ningbo has also launched a direct intercontinental flight to Budapest, Hungary, establishing an “Air Silk Road” that links the Yangtze River Delta with Central and Eastern Europe.

"CEE countries are our 'land of opportunity.'" In 2022, I joined the nation’s first chartered flight from Ningbo for international business expansion, traveling to Hungary, Poland, Romania, and beyond to explore new markets. Now, exports to Central and Eastern Europe make up one-third of our company’s business," said Ding Yandong, General Manager of Ningbo Ruimanks Window and Door Hardware Co., Ltd. As a foreign trade professional, Ding is optimistic about strengthening ties with Central and Eastern Europe, with Ningbo’s deep connections to the region as his most solid support.

"Ningbo is positioning itself as the main channel for deepening practical cooperation between China and Central and Eastern European countries, the primary platform for expanding imports, and the leading hub for cultural exchanges. We will use various themed events to boost interaction between Ningbo and Central and Eastern European countries, pushing bilateral trade forward," stated a representative from the Ningbo China-CEEC Expo and Cooperation Promotion Center. (Wu Yaojun, Ding Xiaojin and Zhang Anran)

 

 

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Disclaimer：The above content is translated from Chinese version of China-CEEC Customs Information Center. The China-CEEC Customs Information Center version shall prevail.