Direct train brings made-in-China Christmas gifts all the way to Europe

In the holiday season in December, people across Europe may have different ways to celebrate, but their celebrations have one thing in common: made-in-China products are increasingly making their most important festival merrier.

Thanks to direct freight train service between China and Europe, Chinese businesses, with an intimate knowledge of the European market, have stepped up their game in Europe’s Christmas economy by means of innovation and new designs.

MARKET EXPERTISE

The latest data from Germany’s Federal Statistical Office show that in 2018, the country imported 17,720 tons of Christmas items worth around 143 million euros (159 million U.S. dollars). Nearly three quarters of them were from China.

In fact, from decorative LED lights to automated Santa toys, more than 60 percent of the world’s Christmas-related merchandise come from the eastern Chinese city of Yiwu, some 260 km south of Shanghai. The great variety of holiday products there have earned the place a nickname: China’s Christmas Village.

“European customers prefer simple and elegant designs for Christmas trees, green pine trees with snow, and a couple of jingle bells would be enough,” said Zhu Zhijuan, who went on about different regions’ preference regarding the choice of a Christmas tree.

Based in Yiwu, her company Xintean Arts & Crafts have been making artificial Christmas trees for 15 years. Its annual revenue amounts to 100 million yuan (14.3 million dollars), and is expected to grow 10 percent this year, Zhu said.

In Yiwu, the section of Christmas goods alone boasts 15,000 varieties. The manufacturers have their own organization — Yiwu Christmas Products Industry Association — and follow regularly-published market indicators.

Local commerce bureau has listed 333 exhibitions around the globe as recommendations for local businesses to attend. Shortly after the holiday season, in January or February each year, for example, Zhu will go to Frankfurt Consumer Goods Trade Fair in Germany to get prepared for the coming year.

“We go to exhibitions everywhere every year,” Zhu said. “In the past, we entrusted foreign trade companies to do business for us. Now we take orders directly from customers and learn their different demands, improve our products, and expand the market.”

Jin Zhixun is also a frequenter of trade fairs. His company Fuye Toys specializes in Santa Claus toys and exports products to European markets including Britain, Germany, Italy, Portugal and Norway.

His signature product this year is a Santa Claus toy that could make dance moves to the tune of any song the customer chooses, be it in Spanish or English. “Even the pattern of the clothes is patented,” he said.

Jin said they have their samples made using 3D printing and then modify details. “Yiwu’s local design companies and 3D printing companies have provided good support for innovation, and the entire innovation ecosystem has been established,” he said.

“SMART” GIFT CHOICES

Apart from Christmas decorations, more and more Chinese products have made their way into the shopping lists of European households in the holiday season.

In downtown Brussels, Kam Yuen Supermarket, the largest Asian supermarket in Belgium, local residents were bustling for Christmas shopping.

“Kam Yuen used to be a small shop for Chinese people, now 70 percent of the customers are non-Chinese,” said Liu Jingrui, CEO of Kam Yuen Investment. “They not only buy Chinese products, but also start to embrace the Chinese culture,” Liu said.