Silk Road E-commerce Selection Month Opens at CIIE

Uzbek handicrafts, Mongolian cashmere, and Omani frankincense are being showcased to shoppers through livestreams and year-round markets in Hongqiao.

On the weekend of the 9th China International Import Expo, Hongqiao International Central Business Zone launched the nationwide Silk Road E-commerce Selection Month, which runs through November 30.

Part of broader cooperation under the Belt and Road Initiative, the campaign promotes specialties from China's Silk Road e-commerce partner countries through online stores, livestreams and in-person shopping activities.

Freshippo, Taobao's instant-shopping service, and Hongqiao Pinhui are among Shanghai's 20+ retailers and platforms. African products, Italian promotions, and a Silk Road food festival are the other highlights.

The national program also features online shopping events for Southeast Asian and Arab products, alongside promotions for goods from countries in the Lancang-Mekong region.

CIIE exhibitors also met Chinese e-commerce platforms, livestreaming businesses and service providers to explore sales opportunities.

For shoppers who prefer browsing in person, Hongqiao Pinhui in Minhang District offers imported food, beauty products and kitchenware. The complex also includes the Hongqiao International Coffee Port and an international wine cellar.

Hongqiao Pinhui has been part of Shanghai's year-round CIIE exhibition and trading network since 2018. It combines product displays and retail sales with livestreaming, helping overseas brands reach consumers after the exhibition closes.

Its livestreaming base has 60 studios, where consular representatives and international presenters introduce overseas products. Ten online country pavilions operate throughout the year.

Shanghai received State Council approval to establish a Silk Road e-commerce cooperation pilot zone in Hongqiao in October 2023, expanding its role in connecting partner-country businesses with Chinese consumers.

Hongqiao Pinhui now brings together more than 6,000 brands from 120 countries and regions. The platform recorded 36 billion yuan (US$5.39 billion) in trade in 2025.

If you go

Venue: Hongqiao Pinhui

Address: Building A, 1988 Shenkun Rd, Minhang District 闵行区申昆路1988号二期A栋

Public transport: Take the Fenghong Road-bound No. 71 bus service to the Fenghong Road terminus, near the venue.

Opening hours: 10am–5pm daily