[Report] Apple Without iPhone, Google Inaccessible... Visiting the China Supply Chain Expo

Showing Sincerity and Support Toward China Rather Than Tangible Results
Only One Korean Company Has an Individual Booth
Some Express Reluctance Due to Overlap with Shanghai Import Expo

'Apple without a single iPhone, Google that cannot even be accessed in China...'.

On the morning of the 29th, when freezing cold weather swept through, at the China International Exhibition Center Sunyi Hall in Beijing, China. The venue of the 1st International Supply Chain Expo (CISCE), which China heavily promoted as the world's first event on the theme of 'supply chain,' was quite crowded from the morning, but there were exhibition halls that made visitors raise their eyebrows here and there. The Apple exhibition hall only had a large apple logo hanging on the signboard, but the actual booth was occupied by partner companies, which are component suppliers, promoting their technologies and products. Google, which cannot be accessed in China without a bypass program, had a small booth on one side, introducing an unexpected talent development plan.

More a gesture of sincerity to China than tangible achievements
Most participants were Belt and Road countries and state-owned enterprises

Apple booth at the 1st China International Supply Chain Expo (CISCE) held on the morning of the 29th at the China International Exhibition Center, Shunyi Hall, Beijing, China. Partner company products and technologies, not Apple-related products such as the iPhone, are being promoted at the sub-booth. (Photo by Kim Hyunjung)

On the morning of the 29th, the Google booth at the 1st China International Supply Chain Expo (CISCE) held at the China International Exhibition Center, Shunyi Hall, Beijing, China. Google is blocked in China without a bypass program. However, on this day, they opened the exhibition hall to promote talent development programs and more. (Photo by Hyunjung Kim)

According to the organizer, China Council for the Promotion of International Trade (CCPIT), the expo featured 515 companies from 55 countries worldwide, led by American companies such as Apple, Amazon, and Tesla, opening exhibition halls under six themes: energy, smart cars, digital technology, lifestyle health, supply chain services, and green agriculture. The venue covered approximately 100,000 square meters across eight buildings. Most participating companies (74%) were local Chinese companies such as Sinopec, China National Offshore Oil Corporation (CNOOC), CATL, TCL, Hualun, Alibaba, Geely Automobile, Sunfung, Yili Group, and Qingdao Beer. The remaining 26% included American companies like Apple, Amazon, Tesla, Qualcomm, Intel, HP, and European companies such as Bosch, which were key targets for promotion.

However, many of these companies placed more emphasis on showing sincerity and expressing support to the Chinese authorities rather than on actual contract signings or promotional effects. Announcements of newly released models or technologies were hard to find, and there were many meaningless spaces where it was difficult to distinguish which company the booth belonged to once the signboards were removed.

A representative example is Apple from the United States. At the Apple booth located in the supply chain services exhibition hall, there was not a single photo of Apple products such as iPhones or iPads. Instead, three companies?local touchscreen supplier Runscozy, automation company Bozhong, and module and frame company Zhangyingjingmi?each had their own sub-booths showcasing components. It is presumed that Apple partially or fully covered the booth costs and provided promotional opportunities to local Chinese component vendors. Regarding this, Bozhong's exhibition manager responded, "I do not know the specifics about the costs."

Google, which cannot be accessed in China without a bypass program, also set up a booth that day. Although it seemed to lack a suitable theme, the company surprisingly promoted itself by prominently featuring a 'talent development program.'

CATL booth at the 1st International Supply Chain Expo (CISCE) held on the morning of the 29th at the China International Exhibition Center, Shunyi Hall, Beijing, China. (Photo by Hyunjung Kim)

On the morning of the 29th, at the China International Exhibition Center in Shunyi, Beijing, China, the Qingdao Beer booth at the 1st International Supply Chain Expo (CISCE) was held. Photo by Kim Hyun-jung

Mr. Zhang Xumiao, head of marketing at CATL, the world's largest battery manufacturer, explained the reason for participating in this exhibition: "It is to introduce not only our technology but also our partners to global companies and connect them," adding, "It also means supporting government policies and decisions." He further explained, "About ten partner companies also set up booths right next to ours," and "Although not forced, these companies voluntarily participated."

The exhibition hall attracted attention with Tesla, which had not participated in the Shanghai Motor Show held in April, opening a booth. However, Tesla only displayed existing major models such as the Model 3 and a dismantled car frame. A store representative explained, "Regardless of US-China relations, Tesla participates in most opportunities to showcase its products."

"Not timely," some pointed out
Influenced by cautiousness due to deteriorating Korea-China relations
Overlap with B2B event Shanghai Import Expo

On the morning of the 29th, the Korea Pavilion booth at the 1st China International Supply Chain Expo (CISCE) held at the China International Exhibition Center, Shunyi Hall, Beijing, China. KOTRA gathered and exhibited products from over 50 participating companies. (Photo by Kim Hyunjung)

Starbucks booth at the 1st China International Supply Chain Expo (CISCE) held on the morning of the 29th at the China International Exhibition Center, Shunyi Hall, Beijing, China. (Photo by Hyunjung Kim)

The only Korean company that opened a booth individually at this expo was Easytronics, an electric vehicle parts manufacturer. CEO Kang Chan-ho explained, "There was no support from either the Korean or Chinese governments, but we decided to participate to explore market entry and cooperation." Major Korean conglomerates such as Samsung Electronics, Hyundai Motor, LG, SK, POSCO, and CJ, which have local operations, did not participate separately but only sent representatives to visit and observe the venue.

Industry insiders generally agreed that it was difficult to decide to participate at this time, and the necessity was low. A senior official from a major Korean conglomerate said, "The judgment was that there was little to expect or contribute from a supply chain perspective," adding, "If a new product had been launched, there would have been a need for promotion, but that was not the case."

Another conglomerate official said, "The purpose and intent of this event overlap considerably with the Shanghai Import Expo held earlier this month," adding, "Most companies operating in China have limited budgets and personnel for expos, so it is difficult to participate in two large-scale events in the same month." He also added, "When the organizer started promotion, the annual budget had already been finalized." A domestic think tank official based in China said, "With the rapid deterioration of Korea-China relations this year, large companies probably felt cautious about participating forcefully."

China's largest electric vehicle company BYD also did not participate in this expo. Instead, from the 17th to the 26th, BYD focused on the Guangzhou Motor Show held in Guangzhou, unveiling its eco-friendly brand lineup and main brand concept cars and holding press conferences.

Meanwhile, CCPIT plans to hold the supply chain expo annually starting this year. The market views this event as an effort to improve foreign investment in China, which has fallen to an all-time low. According to data released by the Chinese Ministry of Commerce, foreign direct investment (FDI) into China from January to October this year was 987.01 billion yuan (approximately 178.46 trillion won), down 9.4% compared to the same period last year.