At the 137th Canton Fair, “Made in Dongguan” once again took center stage. Yasith, a seasoned procurement expert from Dubai, along with his father, spoke highly of Dongguan’s manufacturing prowess. During their visit to the exhibition booth of Dongguan Kitchen Steward Electric Appliance Technology Co., Ltd., Yasith engaged in extended discussions, openly expressing his admiration for the products and enthusiastically declaring, “I love Made in Dongguan!”
Yasith revealed that he and his father have been engaged in importing Chinese goods for over 25 years, establishing long-standing and stable partnerships with numerous factories. Throughout their collaboration, they have gained a deep appreciation for the reliability of Chinese product quality. With demand for energy-efficient home appliances and smart devices steadily rising in the Middle East, Yasith expressed hopes to further deepen cooperation with Dongguan suppliers in the future. After discussions with Kitchen Steward, he conveyed strong purchasing intent, even joking, “I’ll return in a few days to fill my suitcase with samples from this company!”
As a longtime exhibitor at the Canton Fair, Kitchen Steward has witnessed the event’s evolution over the years. A company executive recalled, “In the early days, European and American clients would bring cash to place orders at the fair.” This year, Kitchen Steward again reaped significant rewards. By the morning of April 16, the company had already welcomed multiple groups of clients. The executive noted that as inventories in Europe dwindle, buyers from the region are gradually regaining purchasing power and flocking to the Canton Fair to source products. On the first day alone, Kitchen Steward recorded over $1 million in order intentions.
For manufacturers, the Canton Fair serves as a critical platform for customer acquisition. According to reports, over the past decade, nearly 60% of Kitchen Steward’s clients have originated from the fair. The company specializes in the production and sale of small kitchen appliances, including stand mixers, meat grinders, and juicers. Currently, it primarily engages in OEM (Original Equipment Manufacturing) partnerships with renowned brands in Germany, France, and the Netherlands. Over 90% of its products are manufactured under third-party labels, while 10% are sold under its own brand. The company is steadily cultivating its proprietary brand market to strengthen its independent presence.
“Dongguan itself boasts a robust manufacturing foundation, and backed by the strength of ‘Made in Dongguan,’ our brand has significantly expanded its reach,” emphasized the executive. She noted that while many European brands carry long-standing heritage and distinct advantages, Chinese manufacturing brands—rooted in a powerful industrial ecosystem—hold greater competitiveness in both pricing and quality. “By striving to develop our proprietary brand and staying committed to this path, we are confident it will lead us to sustained growth and success.”
In terms of market layout, Europe accounted for 60% of Kitchen Steward’s revenue in the past few years. In recent years, the company has actively expanded into the Middle Eastern and Latin American markets, successfully diversifying its customer base and reducing reliance on Europe and the United States. Product offerings have also been tailored to regional preferences. “For instance, Middle Eastern clients tend to prefer large-capacity products, while European and American customers favor compact models. We adapt our product lines to meet the specific demands of each market,” the executive explained. Last year, the company’s output value reached approximately 200 million yuan, with total import and export volume hitting 170 million yuan. This year, Kitchen Steward projects its output value to rise to around 250 million yuan, demonstrating robust growth momentum.
