The 2026 China International Fair for Trade in Services (CIFTIS) is highlighting a strategic shift in China’s global trade approach, emphasizing the export of technology, expertise, and integrated solutions alongside traditional goods. For the first time, the event features a dedicated “China Services” exhibition area, spotlighting over 140 cases spanning 12 major service sectors from 23 provinces, four municipalities, five autonomous regions, and state-owned enterprises, according to the Beijing Commerce Bureau.

Among the showcased projects is China National Logging Corporation’s (CNLC) deployment of digital core services in Kazakhstan and Iraq. The company combines on-site scanning, laboratory analysis, and reservoir evaluation to create digital records of rock samples collected during drilling operations. This initiative enables remote collaboration among researchers while preserving fragile physical core samples. CNLC reported digitizing over 1,000 meters of core in Kazakhstan, a previously vulnerable collection stored under minimal conditions.

The digitization process involves nearly 40 standardized steps, including cleaning, detailed geological description, high-resolution scanning, and digital platform deployment. According to CNLC, this approach reduces the analysis time per well from seven days to 48 hours. Chen Liangyu, executive director of CNLC International, described “China Services” as encompassing not only equipment sales but also the provision of standards, workflows, and expertise combined with long-term operational and technical support. The company also focuses on training local teams to manage the systems independently while ensuring clients retain ownership of their data.

Wuhan Fiberhome Technical Services also features prominently for its communications systems integration in the first phase of Kazakhstan's Astana light rail transit system. The 22.4-kilometer line, which began operations on May 16, is Central Asia’s first fully automated, intelligent light rail network. Wuhan Fiberhome integrated LTE-based wireless communications, video surveillance, and passenger information systems, also managing design coordination, commissioning, staff training, and ongoing technical support.

Zhang Yuquan, deputy general manager at Wuhan Fiberhome Technical Services, noted the systems were engineered to withstand Astana’s harsh winter temperatures, which can drop below minus 40 degrees Celsius. After the line’s launch, company technicians worked alongside local operators for 45 days and plan to maintain a technical team on-site. Zhang emphasized that “China Services” represents professional, reliable, and sustainable solutions tailored to local requirements. He added that CIFTIS facilitates connections with international clients, contractors, and partners in areas such as digital infrastructure and smart transportation.

Chinese marketing company BlueFocus reported a 16.89 percent year-on-year increase in overseas revenue in 2025, reaching 56.5 billion yuan (approximately $8.41 billion), which now accounts for over 80 percent of its total revenue. With a global presence in Southeast Asia, Europe, and the Americas, BlueFocus provides market research, brand strategy, media buying, public relations, and social media management to help Chinese brands adapt to local markets. The company also uses AI-enabled platforms such as BlueX and BlueTurbo to enhance programmatic advertising.

Beijing-based All Star Partner, a sports licensing and retail company, showcased its integration of international sports intellectual property with Chinese design, manufacturing, and retail at CIFTIS 2026. The company developed officially licensed merchandise for national teams at the 2026 FIFA World Cup, including Argentina, Portugal, and Spain, and opened nearly 200 FanTown stores and themed pop-up spaces across China. It has also set up a sports licensing center and a global expansion center in Yiwu, Zhejiang province, aimed at linking global rights holders with Chinese designers and manufacturers while facilitating access to overseas markets.

Jiang Lulu, deputy general manager of All Star Partner, described globalization for the company as more than exporting products; it involves translating sports culture into consumer products and experiences, managing supply chains, and cultivating enduring connections with consumers.