"What we are seeing now is that many European companies are beginning to get increasingly focused on how they can integrate Chinese supply chains into their own overseas supply chains," said Jens Eskelund, President of the European Union (EU) Chamber of Commerce in China, in an interview with South.
In his view, this is the "new economic reality": China is no longer viewed only as a sales market, but increasingly as part of companies' global supply chains. For Guangdong, the shift is significant because the province's industrial clusters and events like the Canton Fair are central to how European companies tap into China's supply chains and technological innovation.
From "in China, for China" to "in China, for the world"
In 2025, China-EU trade in goods reached USD 828.1 billion, up 5.4% year on year, while two-way investment stock exceeded USD 280 billion. The two sides remain each other's second-largest trading partners.
According to the "European Business in China Position Paper 2026/2027" released by the EU Chamber of Commerce in China, the appeal of the Chinese market to multinational companies has gradually shifted from market size and potential profitability to its world-leading supply chains and industrial clusters.
Eskelund said this shift means that for European companies in China, competitiveness increasingly depends on how well they can tap into Chinese supply chains and industrial clusters, and then integrate them into their own global operations.
"What our members tell us is that in terms of cost, quality, speed and reliability, these are all areas where Chinese suppliers often stand out," he said. "Five years ago, everyone was talking about 'in China, for China' and increasingly I think companies are talking about 'in China, for the world'."
Canton Fair connects the world to China's development
Guangdong, he said, has a significant role to play in cooperation between China and the EU. "We have a large and growing membership here in South China, and we are full of confidence that Guangdong Province and South China will remain at the very forefront of China's engagement with the world," he said.
He described the Canton Fair as a window into both Guangdong and China, and as an important platform for cooperation between overseas companies and China. "A lot of exciting new technologies are coming out of China, whether it's robotics, AI or green tech. So I think a lot of companies are coming here, very curious about what the next hot technology coming out of China is."
Eskelund added that while digitalisation has changed how business is done, face-to-face contact remains essential for building trust and relationships and this is why the Canton Fair continues to have a role in global trade. "Sometimes it is just better to come in person, meet your actual suppliers and get to touch the actual products."
He also expressed that he has high expectations for the APEC meetings scheduled for November this year in Shenzhen. "The world is integrated today. Many European companies have supply chains that might begin in China, with further processing in Southeast Asia or elsewhere before the product is exported to its final destination."
"So we need open markets, stability and predictability in the Asia-Pacific. This is not just good for Asia-Pacific countries; it is also in Europe's interest," he said.
Reporter | Chen Jinxia
Video & Poster | Pan Jiajun
