W&K Art at The 2025 Autumn Canton Fair: New Insights And Reflections

W&K Art participated in the 2025 Autumn Canton Fair, marking an important milestone for the company. This year’s experience was different from previous ones, as the new regulations reshaped the way the fair was organized. We were fortunate to secure two booths in Hall 10.3, making us the company with the most booths in the stationery category from Yangzhou. This fair provided a valuable opportunity for us to connect with new markets while strengthening our position in the industry.

The most noticeable change this year was the reduced number of attendees. Strict exhibition requirements meant that many companies who would previously gain entry through secondary channels were now excluded, leaving behind only high-quality, well-established companies. For W&K Art, this shift provided a more focused and professional environment, enhancing our experience. Additionally, new regulations requiring exhibitors’ staff to have social security and for translators to be university students kept out many casual visitors. While this initially seemed to reduce the excitement, it actually improved our experience. The entry and exit processes were much faster, and we found ourselves with more time and energy to engage in deeper conversations with those who were genuinely interested.

With fewer attendees, the visitors who did come were more professional and purposeful. They arrived with specific inquiries and clear business objectives, which allowed us to have more meaningful and productive conversations. Although the foot traffic was lower than usual, the quality of the leads we interacted with significantly increased. The “customer concentration” was higher, allowing us to focus on prospects with real potential. Overall, this shift was a positive one for us.

Another notable change this year was the increased demand from the Middle East and South America. While these regions have always been important to us, we clearly felt their purchasing needs had become more urgent this year. This is an important market signal, indicating that companies should pay more attention to these emerging markets. For those who have always focused on the European and American markets, now may be the time to broaden their focus. W&K Art has been actively exploring the potential of new markets. As early as June, we participated in a trade show in Brazil to better understand the needs and opportunities in the South American market. After the Canton Fair in November, our team immediately traveled to Dubai to attend the Paperworld exhibition, continuing our efforts to explore new opportunities in the Middle East and South America. We believe that by testing products tailored to these markets on platforms like Alibaba and through social media and independent websites, we can unlock new business opportunities and optimize our supply chains.

At the fair, we also heard from many of our peers about the challenges of standing out in a mature and highly competitive market. Many traditional products have low technological barriers, and there is limited room for innovation. So, how can one break through the competition? We believe that, in the absence of major technological breakthroughs, continuously updating designs and styles is an effective strategy. While there may not be significant room for technological advances, continuous innovation in appearance, shape, color, and packaging can capture customers' attention.

For example, our product lines, including brushes, paints, and painting tool sets, are constantly evolving with new designs and features. Our customers are always on the lookout for fresh, eye-catching styles. By consistently launching new designs and packaging, we not only maintain their interest but also gain a competitive edge in the market. Whether it's the latest brush designs, innovative color sets, or practical and aesthetically pleasing painting tool kits, our ongoing efforts to refresh and innovate help us stand out in a crowded marketplace.

This year’s Canton Fair also reinforced our commitment to a few key strategic directions for the future. For the European market, we plan to re-enter with a “new approach.” We realize that our previous advertising strategies may be outdated, and with creative ideas and new channels, we can still find opportunities in an already saturated market. For the Middle East and South America, we plan to deepen our engagement by leveraging local languages. While English ads and websites cover most customers, using Spanish or Arabic websites to communicate with customers will help us establish a more personal connection, showing professionalism and standing out in the competitive SEO landscape. Additionally, taking advantage of the SEO opportunities in these lesser-targeted languages will help drive more organic traffic to our sites.

The global market landscape is constantly changing, whether it’s the rules of trade fairs or shifts in international market dynamics. At W&K Art, we believe in continuous adaptation. By strengthening our core products and supply chains and complementing them with multi-channel strategies such as independent websites and social media, we are positioning ourselves for long-term growth and success.

In conclusion, although the new regulations at the Canton Fair disrupted the traditional process, they ultimately created a more focused, productive, and professional environment. Through these changes, W&K Art is more confident than ever in its ability to adapt and thrive in the ever-changing global market.