Canton Fair Medical & Health Exhibition: From “Product Export” to “Smart Empowerment”

Changes at the Canton Fair over the past two years are evident. At the 138th Fair, the first “Smart Medical Zone” was launched, bringing together 47 upstream enterprises focusing on smart medical equipment. Exhibits included all‑terrain stair‑climbing wheelchairs, AI diagnostic devices, and brain‑computer interface rehabilitation training systems – attracting global buyers. What these products share is that they are no longer mere devices; they integrate sensors, AI algorithms, and interactive systems into composite smart terminals.

Looking at China’s medical device export data, the trend becomes clearer. In 2025, China’s medical equipment exports reached USD 45.796 billion, up 62.4% from 2019. Exports to Belt and Road countries now account for over 40%. In the first eight months of 2025, medical device exports to these countries grew by 13.35% year‑on‑year, with ASEAN, Eastern Europe, and the Middle East growing fastest. Markets are expanding, but requirements are also becoming more demanding.

Previously, buyers focused on price and delivery time. Now they ask: how to solve adaptation and compliance issues? Classification standards and clinical registration requirements vary greatly across countries. The same device may be Class I in one country but require Class II registration in another. Some buyers directly inquire about CE‑MDR coverage at the booth. In 2025, China’s medical device exports to ASEAN reached USD 5.42 billion, proving that emerging markets are real growth drivers. Turning opportunities into orders depends on localized operations, regulatory adaptation, and after‑sales service systems. The Canton Fair has transformed from a simple order‑taking platform into a comprehensive hub for supply chain matching, demand validation, and product iteration.

Another notable trend is that “silver economy” scenarios are shifting from institutions to private homes. Costs of multi‑modal sensors, lightweight drive systems, and low‑power wireless communication technology have dropped significantly over the past three to five years. This explains why products like AI‑balanced, all‑terrain mobility devices, or those supporting rehabilitation for conditions such as spinal cord injuries, drew so much attention as “star exhibitors” at last year’s Smart Medical Zone.

For Topmedi, a company with more than 20 years of experience in rehabilitation product exports, the value of the Canton Fair is never just the five exhibition days. The real opportunity lies in capturing differentiated market needs through face‑to‑face interactions, then using that feedback to drive product iteration. For instance, buyers from Europe and North America care more about carbon fiber weight reduction and certification compliance; buyers from the Middle East and Southeast Asia repeatedly ask about battery endurance and reliability in high‑humidity environments. Such nuanced feedback is most efficiently acquired on the show floor.

The 139th Canton Fair sends a clear signal: competition in medical device foreign trade has entered a new phase. The window where “copy and sell” worked is closing. As export data continues to grow and market channels diversify, the demands on product definition capability and full‑life‑cycle service capability also rise. Phase III begins on May 1. For companies deeply involved in rehabilitation and nursing equipment, it is worth visiting the fair – not just to look at products, but to read the trends.