by FAN Zhuoran

Shanghai is giving global jewelers a faster way into China with a new customs system launched ahead of the China International Import Expo (CIIE), held November 5–10.

The "CIIE Express" program in Huangpu District lets imported goods move directly from bonded warehouses to the expo venue under a single customs declaration, cutting delivery time to 35 minutes and halving paperwork.

Italian jeweler VitiFa, which represents niche European designers, expanded its exhibits from 70 to over 400 this year.

"We no longer need to send staff to oversee shipments," said founder Gong Lifeng. "Customs, logistics and the expo organizers are now connected through one efficient channel."

Goods are first stored at the Donghao Lansheng bonded facility before being sent to the National Exhibition and Convention Center — the CIIE's “"our-leaf-clover" venue. The site also allows pre-show previews and post-expo sales.

Gong said security had long been a major concern for high-value jewelry, but those worries disappeared after visiting the Huangpu bonded warehouse, which features 24-hour surveillance and vault-grade protection exceeding international insurance standards.

Officials call the express channel a flagship policy linking import trade with consumption. Huangpu, home to Nanjing Road and Xintiandi, is developing a Jewelry and Fashion Cluster targeting annual sales above 100 billion yuan (about US$14 billion).

GU Chenxiao, deputy head of the district's jewelry task force, said the new system is helping attract global brands and investment, adding that many companies have responded positively and expressed greater confidence in the Chinese market.

For exhibitors like VitiFa, the benefits are clear. Gong said the process now runs smoothly from entry to sales to returns, showing how Shanghai's openness and efficiency are turning policy into tangible business gains.