As the barometer of China’s foreign trade and a key global trade platform, the first phase of the Canton Fair has concluded. A total of 189,000 overseas buyers attended, marking a 13.3% increase compared with the previous session. While overseas visitors are returning, the foreign trade landscape is undergoing profound changes. Rebounding footfall does not equal growing orders. Market divergence, reshaped order patterns and higher compliance thresholds stand out as key trends observed at the fair.
Buyer attendance has increased notably, yet the logic of closing deals has shifted. Affected by global inflation, exchange rate volatility and other external factors, overseas buyers remain cautious. Their procurement strategy has shifted from long-term bulk contracts to small-batch trial orders. Annual large orders, once common, have declined sharply. “Small quantity, multiple batches and trial purchases” are now mainstream. Booths see steady visitor flow, but conversion rates and intended order value have failed to rise in tandem with traffic. “High inquiries, low purchases” is a common feedback from exhibitors.
Polarisation across industrial sectors is obvious. Traditional manufacturing including home appliances, light industry and building materials is trapped in cutthroat price competition. Volatile ocean freight and persistent overseas destocking squeeze profit margins for homogeneous products. Many manufacturers only keep operations running at break-even or purely for sales volume. In contrast, high-end sectors such as robotics, new energy, industrial automation and smart healthcare see robust demand. The service robot zone even drew queues of buyers. Exports of automated and medtech solutions are surging. Competition is moving away from low-price selling toward technological differentiation and practical application capabilities.
The global buyer mix keeps changing. European and American markets still deliver high-margin orders, yet suppliers face stricter supply chain audits and heavy price pressure amid de-risking talks and tariff uncertainties. Meanwhile, buyers from Latin America, the Middle East, Southeast Asia and Belt and Road countries account for a growing share. These emerging markets bring solid order volume, yet generally come with lower unit prices, longer payment cycles and thinner margins, which cannot fully offset profit losses from premium Western markets.
Smart and green transformation is no longer a bonus — it has become a basic entry ticket for exports. Statistics show 64% of participating enterprises have adopted industrial internet, AI and other new technologies, and new products account for 23.3% of exhibits. Green trade barriers such as the EU CBAM force factories to invest heavily in carbon footprint accounting, green certification and intelligent production upgrades. These rising costs, however, are not fully accepted and covered by overseas buyers, squeezing corporate profits.
To sum up: foreign trade maintains overall resilience, yet individual businesses face tough operating conditions. Low-end manufacturers compete on razor-thin margins, while high-end players break through via innovation. The Canton Fair remains one of the world’s best trade platforms. But the era of easy profits just by setting up a booth is over. It has become a refining ground that phases out low-value-added capacity and accelerates industry consolidation.
For our company, these trends bring both challenges and clear strategic directions. We will keep investing in R&D and differentiated product solutions, strengthen smart manufacturing and low-carbon capabilities, and diversify our global layout. We will further develop both mature and emerging markets, and build long-term partnerships with global clients through consistent quality, reliable service and customised solutions.