Foreword
The first phase (April 15–19) of the 139th Canton Fair has just concluded. As a barometer of China’s foreign trade, this edition signaled positive signs of market recovery. From April 15 to 18, Zhang Minghui, Rotating President of the Ningbo Lighting Electrical Appliance Industry Association and Chairman of Shangge Lighting, was entrusted by Association President Zhu Guozhen to lead a delegation to Guangzhou’s Pazhou Exhibition Hall, visiting over 30 exhibiting member enterprises—including Frex Lighting and Longe Lighting—to assess the current state of lighting exports firsthand and gather frontline insights on securing orders.
On-the-Ground Visits: From “Stabilizing Orders” to “Expanding New Opportunities”
During the three-day visit, President Zhang Minghui and his team focused on booths of Ningbo-based enterprises specializing in outdoor lighting and smart home lighting. At the booth of Ningbo Frex Lighting, the minimalist yet elegant custom design and high-quality outdoor lighting products attracted numerous buyers from Europe, the Americas, and Belt and Road countries. Company executives reported a significant rebound in foot traffic since the fair opened—returning customers arrived as scheduled, and new clients showed strong interest in inquiries, indicating that overseas inventory digestion is nearing completion and demand is gradually being released.
Zhang Minghui emphasized during the visits: “The Canton Fair is not only a platform for securing orders but also a showcase for Ningbo lighting enterprises to demonstrate their ‘smart manufacturing’ capabilities. In today’s complex foreign trade environment, companies must adhere to long-termism and let product strength speak for itself.”
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Market Outlook: Three Key Signals from the Foreign Trade “Barometer”
Based on official data from this Canton Fair and field observations, the current state of lighting exports exhibits the following characteristics:
1. Demand is recovering, but polarization is evident: Over 210,000 overseas buyers pre-registered, with a notable return of European and American buyers. However, orders are increasingly concentrated among leading enterprises with strong brands and technological capabilities. SMEs commonly report “high traffic but low conversion.”
2. Market structure is being reconfigured: Traditional European and American markets are recovering slowly, while emerging markets in the Middle East, Southeast Asia, Latin America, and other Belt and Road regions have become key growth drivers, showing strong demand for cost-effective outdoor and solar lighting products.
3. Competition is intensifying: Pure price wars are no longer viable. Buyers now prioritize product intelligence, green and low-carbon attributes, and a company’s ability to deliver quickly.
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Enterprise Insights: Ningbo Companies’ “Three Strategies” to Break Through
Facing new challenges, Ningbo lighting exhibitors shared their practical strategies:
1. Break the ice with “new products.” Multiple companies noted declining appeal of legacy products; only “launch-new” items featuring smart control, human-centric lighting, and other innovations attract buyer attention. A representative from Longe Lighting stated: “Customers no longer focus solely on price—they care more about your R&D iteration speed.”
2. Retain customers through “scenarios.” Moving beyond traditional product displays, companies now create immersive experiences like “outdoor camping” or “smart home” setups, allowing buyers to intuitively grasp product value and significantly deepen negotiations.
3. Secure orders with “service.” Amid currency fluctuations and cost pressures, firms emphasize supply chain stability. One export manager admitted: “Clients now highly value whether your factory can deliver on time—our confidence comes from Ningbo’s robust industrial ecosystem.”
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Association Initiatives: Sailing Abroad Together, Advancing with Unity
This visit was not merely a gesture of goodwill but precise service delivery. President Zhang Minghui stated that based on pain points gathered during the visits, the association will prioritize two initiatives in Q2: First, organizing “Into Industrial Clusters” resource-matching events to help SMEs overcome supply chain challenges; second, strengthening the Foreign Trade Committee’s functions by launching targeted market-expansion training for emerging markets, helping members seize opportunities ahead of the peak export season in the second half of the year.
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Edited by: Zhuang Xinyu
Reviewed by: Wang Mingkai
