The 137th China Import and Export Fair, better known as the Canton Fair, concluded its first phase in Guangzhou on April 19, marking a notable rebound in global trade engagement. The event drew 148,585 overseas buyers from 216 countries and regions, a 20.2% increase compared with the same period of the 135th session, reflecting a renewed momentum in global sourcing interest.

Once seen as a barometer of China's foreign trade, the Canton Fair is evolving into a platform showcasing the country's transition from low-cost manufacturing to high-value, service-oriented exports. This shift is particularly evident in the surge of interest in robotics, smart agriculture technologies, and integrated cross-border service ecosystems.

Technology-Driven Products Reflect Export Evolution

This year's newly introduced service robot section drew significant international foot traffic. Robots designed for industrial, agricultural, and commercial scenarios—ranging from coffee-making kiosks to exoskeleton suits—illustrated the integration of hardware innovation and smart systems. Companies previously focused solely on product exports are now bundling services such as local maintenance, software updates, and user training into their offerings. These are no longer add-ons but key differentiators in global markets.

For instance, while robotic solutions attracted attention with their novelty, international buyers reportedly evaluated products not just on performance and price but on end-to-end service capabilities. This marks a shift in procurement priorities, with growing emphasis on lifecycle support and local adaptation, especially in regions with unique operational and regulatory conditions.

Exporters Prioritize Ecosystem and Localization

China's outward-facing manufacturers are moving beyond transactional models to forge deeper integration with overseas partners. This includes establishing local service centers, training regional staff, and engaging in co-development to tailor products for specific markets. Executives interviewed at the fair emphasized the need to address challenges such as cross-currency payments, compliance with local financial regulations, and adapting product design to cultural preferences—all of which are increasingly shaping R&D and operational strategies.

In sectors like renewable energy and precision agriculture, the transition from “manufacturing exports” to “brand and ecosystem exports” is particularly pronounced. Rather than competing purely on cost, companies are competing on trust, service reliability, and regional customization—elements that are critical in markets with underdeveloped infrastructure or fragmented regulatory frameworks.

New Markets Drive Diversification Strategies

Exporters at the fair are visibly diversifying away from saturated traditional markets toward high-potential regions aligned with the Belt and Road Initiative. Markets in Southeast Asia, Latin America, the Middle East, and Central Asia are emerging as key growth frontiers.

This diversification is underpinned by macroeconomic fundamentals: according to the IMF, emerging and developing Asia is projected to grow by 5.2% in 2024, outpacing global GDP growth. Countries such as Brazil, Turkey, Saudi Arabia, and Vietnam are attracting increasing attention from Chinese firms due to rising domestic demand, favorable investment policies, and unmet infrastructure needs.

Exporters are adapting by tailoring payment systems, logistics chains, and service networks to local realities. Cross-border financial service providers are reporting increased demand for multi-currency settlement, high-frequency B2C transaction handling, and payment method localization—especially as exporters embrace omnichannel models including direct-to-consumer sales, social commerce, and hybrid B2B platforms.

What It Means for Global Partners

For international stakeholders—including investors, foreign service providers, and public agencies—this transformation in China's trade strategy offers multiple touchpoints for collaboration. Chinese firms are increasingly seeking overseas logistics, marketing, and after-sales partnerships, presenting opportunities for law firms, consulting agencies, and fintech companies to support this localization push.

Moreover, as China's exporters mature in brand building and customer engagement, foreign businesses can benefit from joint ventures, co-branding, and shared R&D initiatives. Professional services with deep local insights—particularly in compliance, talent acquisition, and consumer behavior—will be increasingly sought after as Chinese firms navigate fragmented markets abroad.