Slogan of “Ningbo Made, Global Trade” on Display at Phase 2 of the 139th Canton Fair. (Photo by Yan Jin)

The annual “Guangzhou Rendezvous” continues.

From April 23 to 27, Phase 2 of the 139th Canton Fair took place at the Guangzhou Pazhou International Convention and Exhibition Center. Themed “Quality Home Living,” this phase showcased household items, gifts, building materials, and furniture. Yet, behind the bustling crowds on the exhibition floor lies a complex undercurrent of international dynamics: trade frictions, geopolitical tensions, and supply chain restructuring. These factors continually test a company’s resilience in securing orders and expanding market share.

Against this backdrop, how are Ningbo’s foreign trade professionals navigating such uncertainties? The answer lies in a proven, three-step playbook.

Step 1: Using Design to Draw Buyers In

With a record-breaking 75,700 booths and over 32,000 exhibiting companies across its three phases, standing out at the Canton Fair is mandatory. Ningbo enterprises increasingly realize that passively waiting for inquiries is no longer viable; they must use eye-catching designs to draw buyers to their booths.

At the booth of Ningbo CNACC Import & Export Co., Ltd., foot traffic was relentless. The bright, spacious display was filled with vibrant, trend-forward crafts—ranging from novelty Bohemian-style ceramics to minimalist household items. Foreign buyers frequently stopped to take photos and videos, treating the booth almost like an “Instagrammable” pop-up.

Hu Qunyi, General Manager of the Third Business Center at Ningbo CNACC, attributes this success to the booth’s open layout and the intrinsic appeal of the products. “We focus on thematic, serialized development based on European market trends. For instance, with summer approaching, we launched pool- and sunset-themed ceramic drinkware. We also incorporated currently trending culinary elements, like croissants, into our designs. If we spot a trend with viral potential, we integrate it, making our products impossible to walk past,” Hu explained.

This strategy applies equally to more traditional sectors such as security industry. At the Safewell International booth, a sparkling safe Blingbling designed with a “quiet luxury” aesthetic became an unexpected focal point. Buyers constantly stopped to inspect the dazzling watch winders inside and crowded around to request quotes.

“We’ve been writing orders non-stop!” said Li Qiongyu, a sales manager at Safewell International. She noted that a buyer from the Middle East, who took multiple flights just to attend the fair, expressed immediate purchasing intent. Other clients from emerging markets even declared they wanted a “full high-cube container” and paid deposits on the spot.

Li emphasized that in an era of market saturation, giving products an inherent “buzz” is crucial. “You have to be seen first before any subsequent business can happen.”

Step 2: Leveraging Supply Chains to Retain Clients

Once buyers are “brought in,” how do you make them stay? For Ningbo companies, the solution lies in leveraging deep supply chain integration to save clients time and reduce their costs.

An interesting detail stood out at the booth of Ningbo RE-COOK Import & Export Co., Ltd. The veteran company, which has specialized in cookware for over a decade, displayed a row of small appliances like baking machines and juicers. When asked if they had pivoted industries, General Manager Wang Jia clarified: “Our core manufacturing remains the same. These appliances are a value-added service.”

Wang explained that many European and American clients buying cookware also need dozens of different electrical appliances. Traditionally, they waste significant time sourcing and comparing prices from various Chinese factories. Recognizing this pain point, Wang proactively curated a selection of popular small kitchen appliances, packaging them into comprehensive sourcing solutions. “We save our clients the hassle of shopping around, upgrading ourselves from a single-item supplier to a comprehensive supply chain service provider,” he said.

Ningbo CNACC operates on a similar logic. With an annual export volume of $60 million, the company relies heavily on its one-stop provisioning capabilities. “Clients choose us because our supply network spans all of China. Everything from wall-mounted photo frames to desktop water cups is readily available. Needs that previously required visits to 20 different factories can now be resolved with us in one go,” said Hu.

To boost customer stickiness, the company even set up a large, comprehensive sample room near the exhibition halls. Buyers can finalize details there after expressing initial intent on the fairground.

The strategies of these professionals answer a fundamental industry question: In an era where foreign buyers increasingly prefer sourcing directly from factories, what is the value of a trading company? The answer is not merely acting as middlemen for a markup, but rather utilizing resource integration to offer end-to-end delivery—effectively extending the global value chain.

Step 3: Relying on Quality to Build Long-Term Trust

After securing new clients, winning their long-term trust is the ultimate goal. Huang Heqin, the septuagenarian Chairman of Ningbo Wugu Metal Products Co., Ltd., who is attending his 65th Canton Fair, offers a simple answer: “Let the quality speak for itself.” Having weathered decades of global economic shifts, Huang understands the trajectory of Chinese manufacturing.

“The changing global trade landscape in 2025 made it clear: Chinese manufacturing must strive for absolute perfection,” Huang stated. “We must continuously upgrade our materials, craftsmanship, and eco-friendly practices to world-leading levels.” To this end, the company established a “99.99% Precision Craftsmanship Committee.”

This dedication has paid off. Last August, a major Japanese client approached them after their previous supplier went bankrupt. Wugu quickly developed products made from recyclable materials to meet the client’s strict environmental standards, resulting in excellent feedback and a steadily growing market share.

Simultaneously, Huang has explored emerging markets across the Middle East, South America, Central Asia, and Southeast Asia. Noticing that traditional street food stalls in many Southeast Asian countries relied on rudimentary, energy-inefficient gas cylinders and iron woks, Wugu launched a multifunctional outdoor cooking appliance capable of steaming, boiling, roasting, barbecuing, pan-frying, and stir-frying.

“This isn’t just cookware; it’s a green solution that helps locals improve cooking efficiency and reduce energy waste,” said Huang. “We hope to create better tools that improve people’s livelihoods.”

From attracting buyers to retaining clients and building lasting trust, these three interlocking strategies form a powerful playbook for Ningbo’s foreign trade professionals. Together, they navigate economic cycles and provide the strongest possible validation for the city’s promise: “Ningbo Made, Global Trade.”