The 138th China Import and Export Fair (Canton Fair) open on October 15 in Guangzhou, Guangdong Province, is upgrading its exhibition services with a focus on digital efficiency, smart technology, and sustainable practices to enhance attendees' experience, including booth navigation services empowered by the BeiDou Navigation Satellite System (BDS). The fair has optimized certification for overseas traders, with buyers applying for and receiving entrance passes in less than 30 seconds, a sixfold improvement over previous systems. There are also remote application stations at Guangzhou's airports, 60 hotels, and transport hubs, such as railway stations and ship terminals, further simplify access for international buyers. About 207,000 buyers from 217 countries or regions had registered to participate in the Fair as of October 9, representing a 14.1% increase from the previous fair. Among them, the number of buyers from the EU, the U.S., and countries participating in the Belt and Road Initiative has grown significantly.
The fair has rolled out a significant upgrade to its navigation services, with an artificial intelligence (AI)-powered smart navigation system. The fair spans 1.55 million square meters, featuring 74,600 booths and more than 32,000 exhibitors – record highs – with approximately 3,600 first-time participants. Leveraging Bluetooth, 5G, and BDS technology, the Canton Fair app provides booth-level navigation, optimal walking routes with continuous real-time guidance, and augmented reality-enabled live-view navigation. A highlight is the debut of the "ASK ME" AI assistant. Visitors can interact with AI chatbots for instant booth information, product queries, and dining recommendations, while smart signposts offer dynamic route planning across the venue. To reduce its environmental impact, the fair is piloting modular exhibition stands built with prefabricated, reusable components. This approach slashes construction time and cuts costs, aligning with global sustainability goals, the organizer said, as reported by the Global Times.
The South China Morning Post adds that Chinese exporters said they were pivoting away from the American market but faced squeezed profit margins and increased credit risks. Many are hoping that Europe can act as a lifeline, while rising demand from emerging markets is offering them some relief. “We sent many Canton Fair invitations to European and American clients, but many U.S. buyers said they would not attend,” said Louis Huang, a lighting exporter from Zhejiang province. “Our U.S. orders have shifted to Southeast Asia. The U.S. market is essentially lost, so we can’t afford to lose the European market,” he added. “Next year’s orders look weak, with some clients holding 50% to 60% inventory.”
