Abstract Based on the trade data of Chinese industrial enterprises and customs from 2000 to 2013, this paper systematically studies the relationship between the types of imported products and the domestic added value rate of enterprises' exports by using the double difference modal and instrumental variables. The results show that there is U-shaped relationship between the imported product variety and enterprises' export DVAR. That is to say, before reaching the threshold value is, the increase of the imported product variety reduces the enterprises' export DVAR. When the varieties of imported product reach a certain threshold value, the increase of the imported product variety significantly improves enterprises' export DVAR. The impact of the imported product variety on the enterprises' export DVAR has passed the heterogeneity test which means the influence of imported product variety on export DVAR of enterprises with different trade types, enterprises in different regions and enterprises with different ownership types is obviously different. The mechanism test shows that cost-plus effects and R&D innovation effects are the channels through which the imported product variety affects the enterprises' export DVAR. Therefore, in order to increase enterprises' export DVAR and gain more benefits from international trade, enterprises should continuously increase the imported product variety, and the government should adopt different import strategies according to different trade methods, different regions and different types of ownership.