In recent years, a growing number of Chinese hardware companies have started shifting their focus from foreign trade to domestic sales. Some are small manufacturers forced to adapt due to market changes, while others are larger enterprises using this opportunity to restructure their market strategies and invest in brand development. This transition is not just about selling products domestically—it's about entering an entirely new market that requires rebuilding everything from branding to distribution channels.
The Canton Fair has long been considered a key indicator of China’s foreign trade performance. Historical data shows that its transaction volume often reflects the overall trend in exports. However, the latest figures from the 105th session of the Canton Fair suggest that export growth is slowing down, with a clear decline in overseas orders. In the first phase of this year’s event, total export turnover reached $13 billion, a drop of 20.8% compared to the previous year. The decline was especially severe in the European Union and Japan, where exports fell by over 35%, while the U.S. and Australia saw declines of 4.9% and 11.2%, respectively.
At the same time, there are signs of instability in emerging markets. While some regions like Argentina, India, and ASEAN showed growth, exports to Russia and Brazil dropped sharply—by 42% and 35% respectively, surpassing even the declines seen in Europe and Japan. These trends highlight the growing risks for Chinese exporters relying on these markets.
Since the fourth quarter of last year, the global financial crisis has continued to spread, and emerging markets have been hit harder, albeit with a delay. This has contributed significantly to the slowdown in China’s exports to these regions. Current economic conditions in many emerging markets remain weak, and without significant improvements, the risks for Chinese businesses operating there will continue to rise.
Jin Bai, a marketing consultant specializing in integrated strategies, emphasizes that transitioning to domestic sales is more than just moving products into the local market. It involves building a new brand, establishing a distribution network, and creating a team with no prior experience in domestic operations. Many foreign trade companies find this shift extremely challenging. As one executive noted, the process requires hiring more staff to manage branding, logistics, and customer relations, which can be both time-consuming and costly.
For these companies, the journey from exporting to selling domestically is a complex and demanding transformation—one that requires careful planning, investment, and long-term commitment.
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