Canton Fair Phase 2 “Quality Home” On-site Review: Where Global Buyers Are Placing Orders

The 140th Canton Fair opened on October 15, coinciding with its 70th anniversary. Phase 1 “Advanced Manufacturing” attracted 189,000 overseas buyers, injecting confidence into the year’s foreign trade; from October 23 to 27, Phase 2 “Quality Home” took over, with over 10,000 exhibitors covering household goods, gifts and decorations, building materials and furniture, and home textiles. Across the full fair, over 30,000 companies exhibited, about 340,000 overseas buyers attended, more than 210,000 buyers from 196 countries and regions completed pre-registration, and professional buyers accounted for nearly 80%.

Three Sourcing Trends at Phase 2

The sourcing trends at Phase 2 were clearly visible. First, smart home moved from single-product displays to whole-house scenarios; AI whole-home solutions and proactive intelligence were the biggest highlights, with buyers asking not just about individual product specs but “how does the whole solution land”. Second, the emotional value of home decor was amplified: culturally empowered, interactive decorative pieces and festive gifts won favor from European, American and Middle Eastern buyers. Third, the “product + service” model accelerated, with 36.5% of exhibitors implementing a product-plus-service transformation, and buyers valuing supplier delivery capability and after-sales support over pure price comparison.

Buyer Structure and Matchmaking

Looking at the buyer mix, buyers from Belt and Road countries registered enthusiastically, with demand from the Middle East and Southeast Asia for building materials and decorations continuing to rise; European and American professional buyers focused more on eco-friendly materials, certification and design originality. Matchmaking events were dense on site, with the trade services zone covering all 10 categories of productive services for the first time, letting buyers complete one-stop matchmaking from product selection and factory inspection to logistics and finance on site.

Advice for Overseas Small and Mid-Sized Buyers

For overseas small and mid-sized buyers who could not attend, ESTROUTE suggests seizing the Canton Fair window to lock in partnerships: on one hand, follow the supplier directories and new product information released at the fair and communicate online first; on the other, entrust factory inspection, sampling and certification verification to professional sourcing agents, with Asian sourcing agents like ESTROUTE visiting booths on site to screen source factories with the right qualifications and capacity. The Canton Fair is a barometer and weather vane of China’s foreign trade. The signal from Phase 2 is clear—quality, intelligence and service are replacing low-price competition as the new standard for global sourcing orders.

FAQ

Which home categories are worth attention at Phase 2 of the 140th Canton Fair?

Phase 2 “Quality Home” covers household goods, gifts and decorations, building materials and furniture, and home textiles. Three trends stand out: whole-house smart home scenarios, emotionally resonant decor, and the “product + service” model, adopted by 36.5% of exhibitors.

What are the sourcing trends in the Canton Fair Quality Home zone?

Quality, intelligence and service are replacing low-price competition. Middle Eastern and Southeast Asian buyers show rising demand for building materials and decor, while European and American professional buyers focus on eco-friendly materials, certification and design originality.