At the seventh China International Import Expo (CIIE), the Innovation Incubation Special Section was buzzing with excitement as visitors tried out "Moonwalkers," the world's first smart-powered shoes that let you walk at running speeds. These innovative shoes, created by the American startup Shift Robotics, made their Asian debut at the CIIE.

FROM OVERSEAS SUCCESS TO CIIE FAME

How can we make walking more efficient? Shift Robotics introduced the "Moonwalkers," which can increase a person's walking speed to 11 kilometers per hour, perfect for walking the dog, business trips, or daily exercise. 

After launching in overseas markets in 2023, the shoes quickly gained popularity and were shipped to 22 countries. However, they did not enter the Chinese market until their debut at the CIIE in 2024.

Shawn Yu, Manufacturing Director of Shift Robotics, had heard of the CIIE as a bridge for trade between China and the world. They were pleasantly surprised to be invited to participate. "CIIE staff saw our product online and reached out to us. Our founder saw it as a great opportunity, and that's how we ended up here," Yu explained.

With hopes of laying a solid foundation for future market expansion, Zhang Xunjie, CEO of Shift Robotics, chose the CIIE as the stage for the Asian launch of the "Moonwalkers", bringing along a lighter version of the shoes.

Shawn Yu, Manufacturing Director of Shift Robotics, receives an interview.

By offering trial experiences of the "Moonwalkers" at the CIIE, Shift Robotics gained significant media exposure, boosting the product's visibility and sales. "We received more inquiries, and our product became more well-known—not just in China but also among French exhibitors at the expo," Yu noted.

INSPIRATION FOR PRODUCT UPGRADES

"We were surprised by the curiosity from people of all ages, and they offered practical suggestions that became key inspirations for product upgrades," Yu recalled. The trial area for the "Moonwalkers" was consistently busy, attracting young people, middle-aged individuals, and seniors eager to experience this "travel tech".

One middle-aged participant left a lasting impression. After quickly mastering the shoes, they suggested improvements: "Can the usage be simplified? Can the battery life be optimized? It would be great if the shoes were lighter, and the wheels adapted better to uneven surfaces." Others suggested reducing noise and enhancing the design.

These genuine insights from diverse groups were meticulously recorded and analyzed by the Shift Robotics team. "We realized that the core demand for 'Moonwalkers' is not just to 'walk fast' but to 'walk steadily, lightly, and smoothly,'" Yu admitted. Based on the intensive feedback from the CIIE venue, Shift Robotics began developing the second-generation "Moonwalkers", which are now in the prototyping stage. The new model aims to reduce weight by 20% and address noise control and terrain adaptability, "to better meet the diverse needs of users and make green travel more comfortable."

UNLOCKING MARKET AND TECHNICAL COLLABORATION OPPORTUNITIES

"The CIIE not only increased awareness of 'Moonwalkers' but also opened up possibilities for diverse collaborations, from expanding e-commerce channels to technical partnerships with similar companies," the Shift Robotics team reflected on their participation. During the expo, "Moonwalkers" attracted attention from e-commerce platforms and tech companies in the same exhibition area, opening new avenues for collaboration.

Photo of "Moonwalkers"

In terms of market expansion, Shift Robotics embraced opportunities from major domestic e-commerce platforms. "We previously focused on overseas markets, with the US, Europe, and Australia as core sales regions, but the domestic market was untapped. The CIIE made us realize that e-commerce channels can quickly reach Chinese consumers," Yu revealed. During the expo, they engaged with representatives from Alibaba and Tmall, participating in pre-sale briefings organized by the platforms. "We're currently negotiating details, with a clear goal to leverage e-commerce channels to bring 'Moonwalkers' into the lives of domestic consumers."

Beyond sales channels, Shift Robotics also reached a "technical exchange" agreement with a neighboring tech company in the CIIE Innovation Incubation Special Section. The adjacent booth featured a robot company whose balance technology and battery solutions aligned with the technical challenges faced by "Moonwalkers." "We shared test data, discussing how to optimize stability in large-scale testing and exchanged experiences on component weight reduction and energy consumption control."

Yu was particularly excited about insights gained from discussions with an exoskeleton equipment exhibitor, which opened up new product development directions. "We realized that 'Moonwalkers' could not only be standalone powered shoes but also integrate with exoskeleton devices, forming a 'walking + assistive' solution, providing new ideas for expanding application scenarios."

"Previously, we thought the CIIE might have high entry barriers and never imagined participating," Zhang stated. For startups, participating in the CIIE is highly significant. "Even though we only have a few square meters of exhibition space now, many companies in successful CIIE stories started this way, growing through the Chinese market to larger exhibition areas. We hope to be among them."

Disclaimer

The information in this article is compiled from materials provided by relevant parties participating in the CIIE and media reports,  with the CIIE Bureau objectively compiling relevant content. The CIIE Bureau does not take responsibility for disputes or losses arising from the following circumstances: deviations in expression due to outdated information updates; readers' subjective judgments or actions based on this article; unauthorized alteration or dissemination of the content by third parties.