The US market has virtually been brought to a standstill for Chinese exporters since President Donald Trump raised tariffs on Chinese products by up to 145%. At China’s biggest trade fair, the Canton Fair, companies such as Conmo Electronic have reported that US orders have vanished, putting their existence at risk.
The decline in American demand has pushed businesses to seek out new markets, diversify production, and resort to layoffs. Ripple effects extend far beyond China’s borders, with even exporters aiming for Europe and Africa preparing for fallout. With China’s struggle through a dwindling US trade pipeline, the world’s economy holds its breath.
Disappearing orders at China’s Canton Fair
The 2025 Canton Fair has revealed the bitter punch Chinese exporters are getting after Trump’s tariff assault. It is being conducted in Guangzhou from April 15 to May 5 and covers an area of more than 200 football fields with over 30,000 exhibitors. But this spring, the throngs have dwindled—and so have the deals.
Candice Li, Conmo Electronic’s marketing head, reported that the core business of her company—medical equipment for US customers—had ground to a halt. “Money cannot be collected and goods cannot be exported,” she stated at her stand. Conmo, as in many cases, is hit with cash flow interruption, stalled supply chains, and an impending threat of layoffs. The buyers’ silence has sparked panic among companies that had taken US demand as the most dependable in the past.
China’s Exporter uncertainty supplants buyer confidence
Throughout the China’s Canton fair, there is confusion. Kobe Huang of Shenzhen Landun Environmental Technology stated his company’s US customers haven’t canceled orders but have put them on hold indefinitely. “They asked us to wait. We are waiting,” Huang explained. This suspension has caused planning nightmares for exporters, who need to keep inventory in readiness without knowing whether it will ever depart.
Buyers are perplexed as well. US importer Levy Spence, shopping for fragrant goods, commented, “Each morning I wake up, I feel like it’s a different tariff.” His hesitation to purchase indicates increasing uncertainty in the US regulatory climate, where abrupt changes render long-term sourcing choices hazardous.
Drastic decline in buyer attendance indicative of trouble
The fair itself is a mirror of the worsening trade environment. Organizers said just 170,000 foreign buyers had registered by April 8, down from a record 253,000 in November last year. American and European visitors declined by half—from about 20% to just 10% of the total.
This dip is reflective of a larger trend. Foreign purchasers now are reluctant to invest in uncertain climates. While transactions at last year’s exhibition totaled $25 billion, this iteration will probably miss the mark. For most companies, the fair used to be a springboard for international contracts. Now it’s a thermometer measuring lost faith.
Exporters seek options but run into roadblocks
Confronted with falling US demand, exporters are attempting to shift production bases and expand into new markets. David Du of Zealot, a speaker maker, indicated that an order for 30,000 speakers by Skechers was suspended. But Zealot has been able to shift to Nigeria, which is now its biggest market. “We are as big as JBL there,” Du mentioned, citing the way Chinese companies are increasingly shifting to emerging economies. Nigeria now represents 40% of Zealot’s sales, taking in 45 containers a month.
Others such as Apexto Electronics attempted to move production to Vietnam or the Philippines. But Trump’s wide tariff net ensnared them as well. On April 2, he slapped a 46% tariff on Vietnamese products and 17% on the Philippines, subsequently reducing both to 10% in the course of bilateral negotiations. Such volatility makes relocation plans uncertain.
Tariff fallout reaches workers and smaller firms
The cost to human beings is getting more difficult to overlook. Companies such as Conmo have to make tough choices about cutting working hours and sacking personnel. “If the situation stays stuck, and neither gives way, it is the common people who will suffer,” Li said.
Factory shutdowns, lost wages, and job reductions could cascade through China’s industrial centers. Most companies already carry thin profit margins. Without customers in America, they have no cushion. The industry’s fate now rests on velocity—scrambling for new customers, streamlining operations, or revamping product offerings.
New global trade geography takes shape
Trump’s tariffs may ultimately backfire by accelerating the global reordering of commerce. Chinese companies are more and more establishing connections with Africa, Southeast Asia, and Latin America. These new corridors can limit reliance on the US, but they are not quick fixes. Logistics, payment systems, and regulatory challenges still pose significant barriers.
Still, this shift could birth a new global trade geography—less West-focused, more South-South driven. If China successfully taps into alternative regions, the long-term impact of US tariffs may reshape who trades with whom and how.
The US economy is “frozen,” but Chinese exporters are not idle. They’re searching down every avenue available—from new customers in Africa to redirected supply chains. But for many, the shift will be too late to avoid financial harm. Trump’s tariff drive has given the world export economy a hard reset. How fast companies respond will decide who will survive this cold snap.