As of 5 p.m. On April 19, 167,000 overseas buyers from 216 countries and regions had attended the first phase of the 139th Canton Fair, marking a 5.9% increase over the same period last year and setting a new record for the event.
This surge in attendance comes despite ongoing geopolitical strains, including the protracted Middle East conflict disrupting trade flows and weakening consumer demand in Europe and North America, where inflation continues to weigh on spending. Yet, buyers are still making the journey — some from war-affected regions, others from across oceans — driven by the urgency to secure reliable suppliers amid global supply chain reconfiguration.
The fair’s scale reflects this renewed intensity: total exhibition space reached 1.55 million square meters, with 75,700 booths and over 32,000 exhibitors — all surpassing previous editions. Pre-registration for overseas buyers hit 210,000, up 20% year-on-year, while the number of top-tier purchasing firms attending rose to 290, a 30% increase, including global giants like Walmart and Tesco.
Organizers note that the appeal lies not just in volume but in the quality of engagement. To accommodate restricted travel, especially from the Middle East, special online matchmaking and live-streamed tour packages were introduced, ensuring continued access for international buyers unable to attend in person.
This year’s fair likewise marks the first held under China’s 15th Five-Year Plan, symbolizing a strategic push to stabilize foreign trade at a critical juncture. Officials describe the strong opening as a signal that China’s economic engine remains resilient despite external headwinds.
Beyond macro trends, shifts in product offerings are reshaping buyer expectations. The fair introduced 179 product zones, including nine new ones focused on wearable tech, display technology, consumer drones, and integrated housing — reflecting global demand for “new, green, smart” goods. Eighteen zones now highlight emerging industries such as robotics, new materials, and new energy, signaling a move beyond traditional manufacturing.
More than a third of exhibitors are transitioning from pure product sales to offering “product plus service” bundles, positioning themselves as full-solution providers. This evolution is particularly visible in sectors like motorcycles, where Chinese firms are shifting from low-cost contract manufacturing to brand-driven value competition.
At the motorcycle exhibition zone, a standout model featuring an integrated aluminum alloy frame drew steady attention from overseas buyers. Exhibitors cited rising overseas recognition of Chinese brands as a key factor enabling this shift, noting that competing solely on price is no longer sustainable in key markets.
One exhibitor from Jiangmen said their goal is to establish branded retail outlets in every major market to strengthen identity and service quality. Another, a top-ten motorcycle exporter, established a dedicated brand division three years ago, arguing that owning the brand means owning market influence — something contract manufacturing cannot provide.
Their perspective echoes a broader trend: as global buyers grow more discerning, Chinese suppliers are being pushed to innovate, not just produce. The Canton Fair, once primarily a showcase for export-ready goods, is now a barometer for how deeply China’s manufacturing base is embedding itself in global value chains — not just as a factory, but as a partner in design, service, and brand.
Why are overseas buyers still attending the Canton Fair despite global trade tensions?
Buyers are attending to secure reliable suppliers amid supply chain disruptions, inflation-driven caution in traditional markets, and ongoing logistics challenges — particularly from the Middle East — where the fair’s hybrid online-offline access helps overcome travel restrictions.
How is the Canton Fair reflecting changes in China’s export strategy?
The fair highlights a shift from low-cost manufacturing to value-driven exports, with more firms investing in branding, technology, and integrated solutions, especially in sectors like motorcycles where Chinese companies are building overseas retail networks and emphasizing design and service over price alone.