China's Foreign Trade Sails into a New Blue Ocean of Brand and Innovation

The 138th Canton Fair opened as scheduled, with bustling exhibition halls filled with large crowds and lively negotiations. Within just a few days, nearly 240,000 buyers from 223 countries and regions around the world "voted with their feet," flocking to this "China's No. 1 Fair," setting a new record for attendance. Behind the bustling crowds and frequent transactions lies not only the strong "magnetic attraction" of the Chinese market but also a dynamic picture of profound transformation and accelerated diversification in China's foreign trade structure.

(Image source: People's Daily)

At this session of the Canton Fair, the sources of buyers have become more diverse. While the enthusiasm of "old friends" from Europe and America remains strong, there has been a significant increase in merchants from emerging markets such as Belt and Road partner countries, ASEAN, Latin America, and Africa. Customs data corroborates this trend: in the first three quarters, China's imports and exports to ASEAN, Latin America, and Africa all achieved remarkable growth. This diversified landscape is injecting unprecedented resilience into China's foreign trade.

Synchronized with the diversification of buyers is the "upgrading" of the core competitiveness of exhibited products. In the past, buyers sought "price advantages," whereas today, they are drawn by "technological advantages" and "innovation capabilities." From AI-powered smart refrigerators capable of human-computer interaction to eco-friendly flower pots utilizing recycled ceramic technology, and from freely moving industrial robotic arms to agile and intelligent service robots, "smart" and "intelligent" have become high-frequency keywords at this year's Canton Fair. The proportion of high-quality enterprises recognized as high-tech, specialized, sophisticated, and distinctive has hit a record high, with over one million new products and independently intellectual property-protected products showcased on site. Relying on its solid supply chain foundation and continuously emerging innovation capacity, Chinese manufacturing is accomplishing a value leap—from "competing on price" to "competing on technology," and from "selling products" to "selling brands."

(Image source: Canton Fair News Center)

In the face of external challenges, China's foreign trade enterprises have demonstrated strong adaptability. Many have proactively stepped out of their "comfort zones," carving out differentiated paths through R&D and innovation. Meanwhile, foreign trade channels are continually expanding. The vigorous development of cross-border e-commerce has provided enterprises with a "new engine" for growth. According to estimates by the General Administration of Customs, China's cross-border e-commerce imports and exports maintained steady growth in the first three quarters. This signifies that the battlefield for China's foreign trade has long extended beyond the exhibition halls.

However, the buzz of the Canton Fair is merely a microcosm of the strength of Chinese manufacturing. The real growth opportunities have shifted to global markets outside the exhibition halls. Buyers' decision-making processes are becoming highly digitalized. From scanning codes at exhibitions to comprehensive research via search engines and social media, and finally to evaluations on official websites—this means that while exhibitions determine whether a company can be seen, it is the brand that determines whether it will be chosen.

1981 Technology focuses on cross-border brand globalization and omni-channel digital marketing, adhering to its original aspiration of "Helping Chinese Smart Manufacturing Sell Well Worldwide," lighting a new beacon for global trade. The popularity of the Canton Fair confirms the confidence and vitality of China's foreign trade. Yet, the gaze of Chinese enterprises is set on the horizon—a broader "new blue ocean" charted by technological innovation and brand value.