Something different - Canton Fair, an Outdoors Industry must?

OK, first a confession. I had hoped that I’d write about something else this week, but forgot that research in China is somewhat curtailed by limited access to the internet - specifically Google. But this gives me an opportunity to discuss the enormous Outdoors Industry Fair I attended.

Canton Fair is well known in the industry and was once a ‘must visit’ for any serious buyers. But what about now?

First, of course, a bit of the back story.

Canton Fair: China’s Global Gateway for the Outdoors Industry

If you’ve ever even bought a tent or hiking gear marked “Made in China,” there’s a good chance it traces back to the Canton Trade Fair. Officially called the China Import and Export Fair, this event is a major player in global trade—and a hub for the outdoor gear industry.

Note - above infographic created by Chat GPT as a summary of the below, which I input to check their graphic creator. Spot the many errors! They still have lots of work to do..

A Humble Start: 1957

The fair launched in April 1957 in Guangzhou (then known as Canton). Just 1,200 Chinese companies took part, mostly selling porcelain, silk, and tea. About 13,000 buyers from 19 countries attended. It was (relatively) small, but it marked the beginning of China’s push into global markets.

Growth Through Reform: 1980s–1990s

After China’s economic reforms under Deng Xiaoping in the late 1970s, the fair expanded rapidly. By the 1990s, over 100,000 buyers were attending, and the range of goods widened. For the outdoors sector, it was a game-changer. Western brands could now connect directly with Chinese factories making everything from tents and boots to kayaks.

Going Big: 2000s Onward

China joined the World Trade Organization in 2001. By 2007, the fair merged its import and export divisions and moved much of its activity to the Pazhou Complex in Guangzhou, where I was this week. These days, each session (spring and autumn) draws around 200,000 buyers . The fair spans 1.18 million square meters with over 60,000 booths.

Outdoor gear is now a major focus: solar-powered stoves, foldable bikes, new fabric technology (allegedly!) —you’ll find it all here. It’s where small outdoor brands find OEM partners and big brands seek innovation.

Why It Matters for Outdoor Brands

1. Efficiency: One trip, thousands of potential suppliers.

2. Innovation: Access to new materials and prototypes.

3. Sustainability: Manufacturers now promote green products—solar gear, eco-textiles, biodegradable items.

4. Scalability: Great for companies wanting to scale without their own manufacturing.

Adapting to COVID

From 2020–2022, the fair went fully online. Virtual showrooms and real-time chats helped keep business moving. In 2023, it returned to in-person formats, now offering both physical and digital access.

A Who’s Who of Global Trade

Attendees include major retail buyers, Amazon sellers, designers, sustainability experts, and brand founders—all scouting for what’s next in outdoor living and adventure gear.

What about 2025?

OK, so my impressions. Firstly the numbers. note: I visited on the last day, so numbers were probably a bit down. Most of the sellers that I met said that the first two days were very well attended. But the second 2 days - not so much. Which probably makes sense. Fri and Sat would have been more popular. Sunday and Monday - not so much. Plus I saw a lot of the attendees with luggage so probably in a hurry to the airport today, and only partially there.

But the Canton Fair is definitely back, in a real way. I kind of expected to see a shell of its former self - like a lot of the western trade shows have become, post Covid. But no. It’s back in a real way. I spoke with many exhibitors and they were mostly happy. And the ones that weren’t generally were located in a far off corner, with poor displays, and their heads stuck in the phones when I approached.

The main bulk of exhibitors were:

• Larger tent/hammock/pads/sleeping bag suppliers

• Inflatables - Kayaks, SUP’s etc.

• Some coolers

• Fishing suppliers were sparse, and the product range was poor

• Loads and loads and loads of sports and outdoor apparel companies - Did I say loads!!? I meant it. All occupying a sea of sameness.

Feedback: There were many exhibitors, but very little real innovation. I guess this is expected. But it was disappointing. Some headway being made in AC and DC air conditioning units for camping, but I fear that the price points will continue to slow the wider adoption of these. $200 purchase prices would mean close to $1000 retail. Most of the innovation being offered was around the re-badging of fabrics which I had seen there pre-covid.

One exception was WildLand. They supplied our roof tents back in the day, and they continue to push the boundaries of innovation. But at a big cost. They totally get that they are niche and high end. And this definition works for them We’ve only ever had one problem with a roof tent that they supplied, which is phenomenal. Interestingly they said the Overland market is booming in Germany and, above all, Australia. I knew both were popular but feared they had reached saturation. Apparently not..

This wasn’t the fair for bikes, but there were some snow industry manufacturers, which was good to see. Again, nothing jumping out with real innovation, apart from new bindings on snow shoes.

Tariffs were high on the agenda, with many booths stipulating that they have manufacturing in other countries such as Cambodia and Vietnam. As expected, there was a shortage of US buyers, with some suppliers mentioning paused orders from Walmart and others. At least they said paused, not cancelled.

Overall a worthwhile trip to keep the finger on the pulse. But it reiterated that there is again a shortage of real innovation in our industry, which is really good news really. Power on, and avoid being the same as the thousands of others. We need painkiller product and services, not vitamins. This was prophetic, I thought..