How “Smart Selling” Gives Ningbo Christmas Exports a Longer Run

With the Christmas season now just months away, Ningbo's Christmas product exporters remain in high gear. According to statistics released by Ningbo Customs, the city exported 2.36-billion-yuan worth of Christmas products in the first three quarters of the year, reflecting a 12.6 percent year-on-year increase. While sustaining stable growth, local enterprises are actively transitioning their export strategy from simply "selling worldwide" to "smart selling globally." On one hand, they are capitalizing on the logistical advantages of Ningbo Port to build efficient and agile supply chains while steadily expanding into emerging markets. On the other, they are leveraging big data analytics to precisely track overseas consumer trends and accelerate the development of new products that align with current tastes. At the same time, companies are maintaining a regular presence at international trade fairs and actively adopting digital channels, including social media marketing, to boost their products' global visibility through diverse strategies.

From a trade perspective, Christmas product exports are distinctly seasonal. To ensure goods reach overseas markets between October and November, manufacturers typically complete production and logistics arrangements within the third quarter. Notably, this year’s export surge started earlier,in June, and maintained momentum in subsequent months. Such a shift is closely tied to companies’ growing focus on emerging markets such as Southeast Asia. Since shipping times to Southeast Asia are shorter than those to Europe or the Americas, exporters benefit from a more flexible pre-Christmas shipping window and a longer overall export cycle.

"Our company has pivoted its export strategy toward Southeast Asian markets like Vietnam this year to cultivate new growth opportunities," stated a representative from Anse (Ningbo) Intelligent Technology Co., Ltd. "The shorter shipping lanes to the region grant us greater flexibility in managing pre-Christmas inventory and shipments. In parallel, we have begun developing new products for Easter, broadening our product portfolio to enhance our market resilience. Meanwhile, we reported holiday product exports of approximately 70 million yuan in the first three quarters of the year.”

Joining this trend toward market diversification is Ningbo Yorkwins Craft & Gift Co., Ltd. Specializing in creative products such as paper decorations and DIY handicrafts, the company ensures its product development stays on trend through a multifaceted strategy: sending samples, exhibiting at the Canton Fair and international trade shows in Brazil, leveraging new-media marketing, and conducting field research overseas. Its Christmas gift exports surpassed 140 million yuan from January to September this year.

In the first three quarters of the year, Ningbo's Christmas product exports to the European Union totaled 860 million yuan, up 17.8 percent year-on-year. Shipments to Belt and Road partner countries reached 830 million yuan, reflecting a 31.3 percent increase, while those to Central and Eastern European countries (CEECs) hit 200 million yuan, a rise of 23.6 percent compared to the same period last year.

To ensure the smooth flow of these seasonal exports, Ningbo Customs has rolled out a series of trade-facilitation measures, including dedicated "green channels", an "advance declaration" mechanism, and AI-assisted processing combined with self-service printing for certificates of origin. These initiatives allow companies to obtain certificates within seconds from their offices, significantly streamlining Customs clearance and helping ensure that Christmas cheer from “Ningbo Manufacturing” arrives overseas on schedule.

(By Li Xingyu, Shao Fangbing, and Chen Bing)