From April 15 to 18, the 5th China International Consumer Products Expo (CICPE) International Yacht Exhibition was held in Sanya, Hainan. This marked the first time that the CICPE set up a satellite exhibition area in Sanya. With the theme “City of a Thousand Yachts · Sailing into the Future,” the event focused on marine culture and tourism consumption. Over 150 yachts from 62 exhibitors representing more than 20 countries “sailed” into the Sanya International Yacht Center, attracting nearly 20,000 visitors. The total on-site yacht transaction value reached nearly RMB 30 million (approximately USD 4.14 million).
Luxe.CO was on the ground to capture the diverse styles of yachts from around the world and experience the vibrant lifestyle of sailing.
14 New Yacht Debuts, Over 20% of Yacht Companies Achieved On-Site Sales
Across the entire exhibition area, yachts (complete vessels) dominated the displays, accounting for 52.78% of the exhibits. Other categories included water entertainment equipment, water sports gear, and diving equipment, promoting in-depth cooperation among enterprises across the yacht industry in areas such as production, academia, research, innovation, and investment.
A total of 62 exhibitors from over 20 countries showcased more than 150 yachts, including flagship products from the British Twin Stars, Princess Yachts, and Sunseeker, as well as top yacht brands such as Italy’s Azimut and the United States’ Nautique and Chris-Craft. Additionally, 14 yachts made their debut at the exhibition, including:
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Simpson Marine presented the China debut of the Sanlorenzo Yachts SX76 flybridge yacht. Measuring 80 feet in length, this three-deck yacht offers a spacious and comfortable layout, integrating innovative technology and eco-friendly design. It is equipped with high-end entertainment and fitness facilities to meet year-round sailing needs.
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Guangzhou Liefeng Yacht Company brought the China debut of the Centurion Ri230 professional wakesurf boat, known for its powerful performance and high stability, making it a favorite among wakesurfing enthusiasts and customized for professional competitions.
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Jet Set Yachts debuted the DELPHIA D10 SEDAN, a new energy yacht from Poland, for the first time in Hainan.
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Guangdong Shenwei Yacht Co., Ltd. premiered its brand-new domestically produced Shenwei 45 yacht, notable for its dual oil and electric power options.
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Sanya Shunye Marine Equipment Co., Ltd. showcased the Bombardier RXP-X325, GTI SE170, and GTX Limited 325, making their debut at the Hainan Free Trade Port. Among them, the GTX Limited 325 is equipped with a 10.25-inch touchscreen, making it the only mass-produced jet ski globally with a touchscreen feature.
The exhibition attracted overseas buyer groups from 19 countries, covering East Asia (Japan), Southeast Asia (Bangladesh, Thailand), South Asia (India), Eastern Europe (Russia, Poland, Romania), Northern Europe (United Kingdom, Netherlands), Latin America (Colombia), West Africa (Ghana, Togo, Benin, Burkina Faso), and North Africa (Egypt, Albania). Among these, professional buyers from Russia accounted for 37.5%, representing the largest proportion.
In terms of industry segmentation among buyers, the largest share, 72.5%, comprised ship operators, purchasers of ships and related equipment, and multinational traders. The rest were mainly from sectors related to yacht culture exchange, high-end lifestyle culture promotion, and the fashion and luxury goods industries.
The exhibition provided a platform for domestic and international corporate representatives and individual buyers to engage in negotiations, cooperation, and personalized procurement. It facilitated business matching and product transactions along the entire industry chain, resulting in a series of cooperation agreements with an intended transaction volume of approximately RMB 45 million (approximately USD 6.21 million).
According to statistics, more than 20% of the yacht companies achieved on-site deals, with the total yacht transaction value nearing RMB 30 million (approximately USD 4.14 million). The newly established “Selected Pre-Owned Yacht Zone” saw the sale of four pre-owned yachts, with a transaction volume of RMB 19.898 million (approximately USD 2.74 million), including one superyacht transaction exceeding RMB 18 million (approximately USD 2.48 million).
Reaching China’s High-End Yacht Market from Sanya
At this exhibition, many exhibitors expressed high expectations for China’s yacht industry, particularly the high-end segment, hoping to seize greater development opportunities through Sanya.
The Italian delegation reached a preliminary agreement with the Sanya Central Business District to establish the Viareggio Yacht Design Center in Sanya, adopting a model of “Italian design + Hainan manufacturing” to target the high-end yacht markets both internationally and domestically. The coastal town of Viareggio in Tuscany is the core hub of yacht manufacturing in Italy, home to headquarters of yacht groups such as Azimut|Benetti.
Ma Hongjuan, Sales Director of Simpson Marine (Sanya) Co., Ltd., noted that the company entered Sanya as early as 2010 and remains highly confident in the development of Sanya’s yacht industry. She expressed hope that the Hainan Free Trade Port would introduce more favorable policies to support the yacht industry, and said the company would increase its investment in the Free Trade Port to offer more convenient yacht services for sailing enthusiasts.
Simpson Marine, Asia’s largest yacht sales and service company, was founded in 1984 and is headquartered in Hong Kong. Its business spans seven countries and regions across Asia, operating 11 sales offices and 10 service points. The brands it represents include Sanlorenzo, Bluegame, and Fairline. In 2024, Simpson Marine was officially acquired by the Italian yacht manufacturer Sanlorenzo Group.
Above: Water berths at the Sanya International Yacht Center, with a second-deck view from the Sanlorenzo SX76. The post-tax price of this yacht is approximately RMB 40 million (approximately USD 5.52 million).
Deng Cuihua, Sales Manager at Liefeng Yacht Company, stated: “Sanya’s unique natural conditions are extremely suitable for water sports. We plan to place more of our development focus here.”
Headquartered in Guangzhou and established in 2014, Liefeng Yacht is the company representing the most professional sports boat brands in China and was the vessel sponsor for China’s first wakesurfing competition. Its represented brands include: SCARAB (exclusive distributor for high-speed sports boats in China); NAUTIQUE (exclusive distributor for professional wakesurf boats in China); CENTURION and SUPREME (exclusive distributors for professional wakesurf boats in China); and the only authorized dealer for Bombardier (Foshan). Additionally, the company is an authorized distributor for Beneteau Group’s yacht brands in China, covering the FLYER, ANTARES, BARRACUDA, SWIFT TRAWLER, GRAN TURISMO, and luxury MONTE CARLO series.
Huang Danchan, Marketing Manager at Jet Set Yachts, shared hopes of leveraging the CICPE platform to reach a higher-end clientele, increase the company’s market visibility, and boost brand influence.
Founded in 2015 and headquartered in Nanshan District, Shenzhen, Jet Set Marine is the first yacht distributor in China to adopt the “ready-to-sell inventory” sales model, offering customers sailing yacht products and related services. The company has offices in Hong Kong, Shanghai, and Sanya. It holds the Greater China regional distribution rights for German Bavaria sailing yachts (pictured above) and American Monterey sports yachts.
Above: Interior of a Bavaria yacht
Above: DUFOUR 56 French monohull sailing yacht brought by O’Neill Yachts
Innovative “Yacht+” Model to Create Diversified Yacht Consumption Scenarios
This exhibition centered on the yacht show while offering a rich array of supporting activities.
The event specially created a British Yacht Culture Pavilion to highlight the UK, the guest country of honor at this year’s CICPE. With the core concept of “Where Waves Meet Wisdom,” the pavilion combined the UK’s profound maritime heritage, leading boat manufacturing expertise, and contemporary lifestyle. It featured interactive zones for two world-class sailing competitions—the Volvo Ocean Race and the Clipper Round the World Yacht Race—and showcased British-manufactured yachts, models, and innovations in maritime technology.
The Yacht Wedding Pavilion displayed wedding gowns and dresses predominantly from British brands, attracting six labels including Vivienne Westwood, Jenny Packham, Marchesa, Stella McCartney, Needle & Thread, and Self-Portrait.
Additionally, Chinese-American designer brand Vera Wang held the China premiere of its 2025–2026 collection on a maritime runway. Several new bridal gowns were reserved for purchase after the show.
According to statistics, the yacht wedding pavilion achieved an intended transaction value of approximately RMB 15 million (approximately USD 2.07 million), significantly contributing to the development of Sanya’s fashion consumption sector. It helped more international brands leverage the CICPE platform to expand into the Chinese market and laid a strong foundation for future entry of haute couture fashion brands into Hainan.
Moreover, the exhibition launched activities such as the “True Love Sets Sail” sea wedding event, “Hundred Yachts Celebrate the Sea,” and the OP Sailing Regatta, creating diverse yacht consumption scenarios such as “Yacht + Wedding Gowns,” “Yacht + Roses,” and “Yacht + Diving,” thus comprehensively building a fresh, multifaceted, and highly attractive yacht lifestyle experience.
Above: Diving activity zone presented by Wuzhizhou Island, Sanya
The concept of “Yacht + Cultural Creativity” also stood out. At the show, Benayo Art Museum launched collectible shell-themed cultural products. COSCO Shipping Research Institute (Hainan) Co., Ltd. introduced the “AI Future Yacht Workshop,” allowing visitors to become yacht designers themselves. In collaboration with China Post’s “Sound Postbox” project, visitors could personalize yacht-themed postcards, attracting many on-site participants (pictured below).
This exhibition also pioneered the “Exhibition-as-Office” model, successfully facilitating the establishment of four companies (including one foreign-funded enterprise) within the park, assisting one company with business changes, completing over 15 tax service transactions, issuing debit cards for six foreign nationals on site, and providing consumer loan services to 26 domestic individuals, showcasing the Hainan Free Trade Port’s lightning-fast business environment.
｜Source: Official Press Release
｜Image Credit: CICPE Official, Luxeplace On-Site Photography
