Gift export domestic sales dual warming procurement model needs to be upgraded
Guangxi Guiping Lidong Sports Goods Co., Ltd. , https://www.lidongsports.com
After over a year of market fluctuations, the Chinese gift industry is showing a clear sign of recovery. Taking Christmas gifts—often considered a barometer for export trends—as an example, data from Huangpu Customs at the end of 2009 revealed that while overall exports for the year saw a decline, November alone recorded a sharp rise of 78.2% compared to the previous month, reaching $39.17 million. Similarly, Yiwu’s Entry-Exit Inspection and Quarantine Bureau reported that from May to November this year, the value of Christmas goods exported reached 29.16 million yuan, up 22.2% year-on-year.
Despite these positive signs, customs experts caution that the recovery in major markets like North America and the European Union remains slow. The U.S. market, in particular, lags behind the EU and Canada. Meanwhile, exports to regions such as ASEAN, the Middle East, South America, and Russia are growing rapidly, but their smaller base means they can’t yet compensate for the gap in China’s overall gift exports.
There are still challenges facing the export sector. Many products lack technological innovation and high-end branding, making it difficult to compete in premium markets. Rising costs of raw materials and labor have also increased pressure on exporters. Additionally, trade barriers and technical restrictions continue to pose obstacles.
In contrast, the domestic gift market is heating up. Christmas and New Year celebrations remain strong, with new products constantly being introduced. Jiang Chengwen, Chairman of Rebecca Huabo Exhibition (Shenzhen) Co., Ltd., noted that as gift consumption matures, procurement models must evolve. Customized purchasing is expected to become the norm, with companies needing to develop independent innovation capabilities to meet personalized and branded customer demands.
On April 25th, the 18th China (Shenzhen) International Gift, Craft, Watch, and Houseware Exhibition will take place at the Shenzhen Convention and Exhibition Center. Organized by Reed Exhibitions Huabo, the event aims to create a seamless trading platform through open bidding, negotiation sessions, and business matching to strengthen connections between suppliers and buyers.
Many Guangdong and Yiwu-based Christmas gift manufacturers report that European and American clients are more cautious, often reducing order prices by nearly 20%. To maintain profit margins, companies are focusing on cost control and developing new products tailored for the domestic market. Participating in the exhibition helps them build industry connections and explore new market channels.
Jiang Chengwen emphasized that upgrading procurement models will be a key focus for future gift exhibitions. This not only supports domestic market growth but also opens doors to emerging overseas markets. The exhibition isn't just about transactions—it's about creating value, enhancing innovation, and strengthening brand presence to gain more influence in global competition.
This year’s Shenzhen Gift Fair continues the momentum of economic recovery. With a scale of 100,000 square meters, it is expected to attract nearly 3,000 manufacturers and 120,000 domestic and international buyers. Innovative products, including World Expo and Asian Games licensed merchandise, high-end home textiles, specialty appliances, and stress-relief toys, will make their debut, sparking interest across various sectors such as business, promotions, festivals, and commemorative events.
Throughout the four-day event, Reed Huabo has planned several activities, including gift trend conferences, buyer procurement meetings, and on-site bidding sessions. These initiatives aim to help exhibitors connect quickly with target buyers, generate real business opportunities, stay updated on industry trends, understand customer needs, and tap into the vast potential of the gift market.