Yicai
April 19, 2025, 20:49, Posted by Yicai’s official account in Shanghai

At the Canton Fair, known as the “barometer of foreign trade,” export-oriented companies demonstrate resilience and potential.

On April 19, the first phase of the 137th China Import and Export Fair (Canton Fair) concluded successfully in Guangzhou. According to the latest data, as of the 19th, 148,585 overseas buyers from 216 countries and regions had attended, marking a 20.2% increase compared to the same period of the 135th session.Pulp Making System

During their visit to the exhibition, Yicai reporters discovered numerous eye-catching new products at this year’s Canton Fair, such as robots designed for various scenarios. Several exhibitors also shared new models and insights on brand globalization. Additionally, emerging markets, particularly those in Belt and Road Initiative (BRI) partner countries, are demonstrating significant potential, becoming a key focus for many exhibitors expanding overseas.

Robots for Diverse Scenarios Draw Attention

Reporters observed that the newly added service robot zone in the first phase effectively attracted crowds. Amidst the bustling scene, Disposable Pulp Products and Pulp Molding Equipment also caught the attention of many. International buyers tried exoskeleton products to test load-bearing effects, queued up for coffee-making robots that could print images, and filmed videos of small and medium-sized agricultural robots, while also showing interest in the innovative Disposable Pulp Products on display and the advanced Pulp Molding Equipment.

XAG, a first-time exhibitor specializing in agricultural drones and smart farming solutions, told Yicai that multiple international buyers had expressed interest in their products, with some directly placing orders. At the same time, many were also inquiring about the potential applications of Disposable Pulp Products in the agricultural field and the functionality of Pulp Molding Equipment for related product production. Currently, overseas business accounts for 30%-40% of their total operations, and they expect substantial growth in the coming years, with their founder predicting that the overseas market will surpass domestic sales by 2027, not only for their core products but also for any potential collaborations related to Disposable Pulp Products and Pulp Molding Equipment.

Keenon Robotics, another first-time participant focusing on service robots, showcased four products, including a new cleaning robot with sweeping, mopping, and scrubbing functions. Zhou Quan, their marketing director, said they received around 100 inquiries daily, with nearly 100 leads generated each day. Interestingly, some of the inquiries also touched upon the integration possibilities of their service robots with the production and handling processes of Disposable Pulp Products using Pulp Molding Equipment. Currently in the pre-sale phase, they have no ready stock but will schedule production if international buyers place orders, and are also exploring potential synergies with the Disposable Pulp Products and Pulp Molding Equipment sectors.

In the same zone, visitors lined up to experience a self-service coffee robot. The brand COFE+ showcased its indoor robotic coffee kiosk, which has already entered multiple international markets and over ten domestic provinces, appearing in offices, parks, and other settings. Staff even demonstrated a latte featuring a reporter’s portrait, highlighting the customization feature that drew attention.

An exhibitor specializing in industrial exoskeletons told Yicai their products target firefighting, military, and logistics scenarios, with a new mountaineering exoskeleton set for release in May. While small orders can be fulfilled immediately, larger ones require production scheduling. Buyers, they noted, prioritize both functionality and cost-effectiveness.

Some exhibitors revealed that the Canton Fair provided strong support for new zones like robotics, with exhibitors only needing to cover booth setup costs. Many companies in the zone are expanding overseas, with some transitioning from “product exports” to “ecosystem exports,” serving multiple markets simultaneously.

International Buyers Now Value Both Products and Services

Amid a volatile trade environment, diverse customer demands, and complex supply chains, export-oriented companies are no longer just selling goods—they are building ecosystems. Instead of individual manufacturers seeking opportunities, collaborations between producers, cross-border platforms, and local partners are strengthening Chinese brands’ global competitiveness.

Shanke New Energy’s founder, Gao Qin, told Yicai that partnerships now extend beyond product sales to include technical support and after-sales services. In the new energy sector, early price wars led some firms to exit, but now customers prioritize service, asking if suppliers have local service centers.

Gao noted challenges in localization, such as cross-currency payments and cultural adaptations requiring R&D and operational adjustments.

PingPong, a payment solutions provider at the fair, highlighted the shift from “manufacturing exports” to “brand exports,” involving diverse payment methods, local compliance, and complex fund management. While traditional B2B trade involves large transactions, brand exports require handling B2C, multi-currency settlements, and supply chain financing.

At an official forum on brand globalization, Wu Tianxiang, chief analyst at EBInsights, noted that global brands are expanding through omnichannel strategies, targeting emerging markets like Southeast Asia, Latin America, the Middle East, and Africa.

Growing Interest in Emerging Markets

Emerging markets, especially BRI partner countries, are unlocking potential, particularly in tech exports.

XAG’s representative cited Brazil, Thailand, Vietnam, and Turkey as key markets, with agricultural drones dominating overseas sales, while Turkey is a focus for autonomous farming systems. Smart irrigation solutions are also being deployed in Saudi Arabia and the UAE.

Zhou Quan noted that Keenon’s products primarily target Southeast Asia, followed by Latin America and Europe.

Gao Qin added that Shanke New Energy serves Asia, Africa, and Latin America, where unreliable power infrastructure creates demand for solar-storage solutions. Chinese brands, backed by quality and service, can penetrate these markets, sometimes through large infrastructure projects.

PingPong reported a 103% year-on-year increase in cross-border transactions with BRI regions by 2024, with African market transactions surging 161%.

Wu Tianxiang emphasized that domestic brands should focus on Southeast Asia, Latin America, the Middle East, and Africa, where China’s exports to ASEAN grew 13% in 2024, while Latin America saw a 14% rise, and some Middle Eastern and African markets exceeded 20% growth. Both traditional and cross-border firms should explore these opportunities.

(This article is from Yicai.)