By Jin Yuhan

The 137th China Import and Export Fair (Canton Fair) opened earlier this month, once again highlighting the importance of international trade. This year's Fair features 73,000 exhibition booths, with over 4,200 occupied by Ningbo companies—5.7% of the total, exceeding the city's share of national export contributions. Around 20,000 Ningbo business representatives are attending the event in Guangdong. In Ningbo, where one in every four people works in imports and exports, the city's strong focus on global commerce remains evident. As the fair progresses, important questions are being addressed.

Diversifying Markets Amid Global Instability

"For us, there are no inherently good or bad markets. It depends on how we approach them," said Wang Jianming, overseas marketing director of Ningbo Handian Group. In light of global market instability, having a global presence and diversifying risk has become a core strategy for Ningbo's import and export businesses.

At Ningbo Kaibo Group Co., Ltd.'s booth, marketing director Chen Huimin was busy meeting with clients. "We are setting our sights back on regions like the Middle East, East Asia, and Africa—markets we hadn't focused enough on. New opportunities are coming up," Chen said, mentioning that she was in talks with a new client from South Africa.

Emerging markets, particularly along the Belt and Road and in the Middle East and Africa, are becoming new focal points for Chinese exporters' business expansion.

"We initially focused on mid- to low-end consumers, but as we entered higher-value markets like Saudi Arabia and Qatar, we saw our range of products, including refrigerators, air conditioners, and washing machines, being purchased for both household and industrial use," Wang explained.

The era of the "one-size-fits-all" approach is over. Customizing products to fit local consumer needs has become essential for capturing new markets.

"We sometimes switch roles, acting as buyers to conduct market research in Africa. This helps us better align our products with local demand," said Xiao Xing, business manager at Ningbo Feilong Home Appliance Group Co., Ltd. The company, which has been operating in Africa for over 15 years, saw a 10% year-on-year increase in exports in Q1 2024.

For Ningbo's exporters, challenges also present opportunities—a chance to gain a competitive edge through proactive action. "Now is the time for Chinese firms to overcome supply chain barriers, position themselves as direct suppliers, and explore new global trade pathways," said Xu Zheng, general manager of Sinosure's Ningbo Yuci Branch.

Capitalizing on Global Green Energy Growth

Ma Zhaoshuang, global sales director of Ningbo Ulica Solar Co., Ltd., stood amidst a display of photovoltaic panels at the Fair, negotiating deals with a client from Indonesia.

"This year, we've launched a new line of single and double-glass photovoltaic modules, ranging from 380 watts to 720 watts, targeting markets in Asia, Africa, and Latin America," Ma explained, pointing to the product lineup with varying power outputs.

The renewable energy sector is rapidly expanding as global demand for green energy grows. Whether a company manufactures solar cells, photovoltaic inverters, commercial grid-tied systems, or new energy storage solutions, international expansion has become crucial.

"We offer a ten-year warranty," Ma added. "And orders can start with just one unit."

Ningbo Qixin International Trading Co., Ltd., a leader in solar mounting systems with over 50% market coverage in the Jiangsu-Zhejiang region, has been showcasing its flagship products at the Fair since last year. The company now seeks to boost its competitive edge globally by offering exceptional after-sales services, on top of cost-effective performance.

"Competition is tough, but most of our offerings are customized. We ask for our clients' location, latitude, longitude, sunlight conditions, and photos of the installation site. Our engineers then create tailored designs," said sales manager Bao Leqiong. This customer-centric approach has already helped the company gain clients from Brazil, Saudi Arabia, Singapore, Turkey, and other countries within just two days.

In today's competitive market, attention to detail helps companies identify new global opportunities by addressing the unmet needs of clients. As the renewable energy industry enters a new phase, these companies are composing a new chapter of Ningbo's green success with their innovative strategies.

Dual Circulation Strategy Boosts Domestic and International Sales

While the pace of international expansion remains steady, a new shift is emerging: more exhibition booths now proudly display signs reading "Available for Domestic Sales". This signals a growing trend of products designed to succeed in both international and domestic markets, reflecting China's "dual circulation" strategy. With a population of 1.4 billion, China's vast domestic demand offers companies boundless potential.

The dryer from Ningbo Leshi Industry Co., Ltd. is a perfect example of this cross-market appeal. "This year, we've launched a 3-kilogram rapid dryer tailored for homes with small children and pets. Both domestic and international buyers have shown strong interest," said sales director Qiu Fuzhong.

For export-oriented companies, the dual-track approach allows them to pivot between markets quickly.

Ningbo Jiulong International Trade Co., Ltd., located in Hall 13.1, has transformed their modest 9-square-meter booth into an eye-catching presence on the main aisle. "Since the 'dual circulation' strategy was announced, we've actively shifted focus to domestic sales. However, catering to both international standards and domestic requirements can be a challenge," recalled general manager Jin Enjing. By striking a fine balance price and quality, the company has successfully captured mid-to-high-end Chinese consumers, growing domestic sales from zero to 10% of total revenue.

As companies leverage their experience in meeting international standards to drive their own upgrades, the dual circulation paradigm is taking shape, injecting fresh momentum into both domestic and foreign trade.