SYDNEY, Sept. 9 (Xinhua) -- China's sophisticated digital ecosystem and vast consumer market are creating new opportunities for Australian companies, Glenn Cross, chief strategy officer of Australian company EZZ Life Science Holdings Ltd., has said.

He made the remarks in a recent interview with Xinhua ahead of the 2026 China International Fair for Trade in Services (CIFTIS) scheduled to be held in Beijing from Sept. 9 to 13, under the theme "Global Services, Shared Prosperity."

"China has evolved rapidly, particularly in e-commerce, digital consumer engagement and the way consumers discover and purchase health and wellness products," Cross said.

"For EZZ, this has created opportunities to reach consumers more directly, respond faster to changing preferences and diversify across digital channels."

He cited EZZ's strategic cooperation with China's JD Health as an example, saying it gives the company access to one of China's major digital healthcare ecosystems and creates opportunities to strengthen product distribution, digital marketing and consumer engagement.

China's digital capabilities offer opportunities that go beyond simply selling products, said Cross.

"Australian companies can bring strengths in research, product development and quality standards, while working with Chinese platforms and partners that offer scale, digital capabilities and deep consumer insight," he said.

Describing CIFTIS as "an important platform for connecting companies, exchanging ideas and identifying practical opportunities for cooperation," Cross said the fair can help EZZ better understand emerging trends, meet potential partners and connect Australian life science capabilities with China's strengths in digital services, e-commerce and supply chains.

He said Australia and China have complementary strengths in relevant areas.

"Australia has strong capabilities in healthcare, research, life sciences and high-quality product development, while China has significant strengths in digital commerce, technology, consumer engagement and supply chains," Cross said.

"Closer cooperation can help companies on both sides develop better products and services, enter new markets more efficiently and create business models that can ultimately serve consumers well beyond Australia and China," he noted.

To his company, Cross said China remains attractive because of the scale of its consumer market, the sophistication of its digital economy and the speed at which consumer preferences and business models evolve.

"For EZZ, China remains an important part of our international strategy," he said.

"We see long-term opportunities to deepen partnerships, strengthen our presence across multiple channels and connect our Australian-developed health and wellness products with Chinese consumers in an increasingly innovative market," Cross said.