The sixth China International Consumer Products Expo (CICPE) is underway in Haikou City, south China's Hainan Province, highlighting the growing global competitiveness of Chinese brands and the country's expanding consumer market.

This year's CICPE has introduced special sections featuring premium domestic products as well as Chinese trendsetting brands seeking to expand overseas, underscoring the rising appeal of "Made in China" on the global stage.

The premium domestic products zone brings together a wide range of Chinese brands that integrate cutting-edge technology, green innovation and smart manufacturing.

Among the exhibitors, the "Zhejiang Premium" area showcases leading companies and emerging brands from east China's coastal Zhejiang Province.

Featuring more than 100 products, the exhibition zone highlights how advanced technologies are helping traditional industries upgrade and transform themselves.

The booth also offers an immersive experience space designed for visitors to view, stay and interact.

"We will make a full use of the policy advantages from the operation of the Hainan Free Trade Port, including zero-tariff and processing value-added incentives, to explore a new pathway linking Zhejiang's manufacturing with the Hainan channel, and to enable more Zhejiang's competitive products manufacturers to have the confidence and capability to go global and succeed in going global," said Xie Xiaoyun, head of the Zhejiang Provincial Market Supervision Authority.

Meanwhile, the expo has also launched supporting events such as the "Shopping in China" campaign and a nationwide promotion program for high-quality export goods.

At a business matchmaking event themed "Heilongjiang Premium Products Global Promotion (Haikou Stop)", multiple companies and time-honored brands from northeast China's Heilongjiang Province and Hainan reached strategic cooperation agreements on two-way promotion of each side's high-quality and distinctive products in the other's market, and simultaneously develop new co-branded products.

Geng Bing, an official with the Heilongjiang Provincial Commerce Department, said: "We aim to leverage Hainan's role as an open gateway to global markets. By taking advantage of the Hainan Free Trade Port's global reach, we will give rise to new consumption scenarios featuring 'online and offline integration' and 'all domain reach', and rationally lay out our commercial and trade circulation networks, to help Heilongjiang's products reach the whole of the country and the rest of the world."

The expo, running from Monday to Saturday in Haikou, capital of Hainan Province, has brought together more than 3,400 brands from over 60 countries and regions under the theme of "Opening-Up Drives Global Consumption, Innovation Empowers A Better Life."