Game Under Pressure & Breaking Through — Insights from the Two-Wheeler Export Industry at the 139th Canton Fair
A structural decline in buyers from the Middle East and Europe & America, mounting cost pressures stand prominent. Independent brands are embarking on a brand-new journey for China’s two-wheeler export industry. On April 19, 2026, Phase 1 of the 139th China Import and Export Fair (Canton Fair) officially concluded. As of 17:00 that day, a total of 167,000 overseas buyers from 216 countries and regions had attended the event, marking a 5.9% increase compared to the previous session. As a barometer of China’s foreign trade, this year’s two-wheeler exhibition zone presented a complex and thought-provoking landscape. Inside the halls, crowds surged, with a wide array of motorcycles and electric two-wheelers on display, and active negotiations between exhibitors and buyers from across the globe. Outside the halls, however, rising raw material costs, exchange rate fluctuations, increasing fuel and shipping costs, and geopolitical shifts are pushing export-oriented companies—especially those reliant on OEM models—into a deep game of survival and transformation. The Canton Fair is no longer merely a “harvest ground for orders,” but a critical window for China’s two-wheeler industry to rethink its transition from product export to brand export.New Exhibition Structure: 1. Segmented Zones Reflect Industrial Upgrading This year’s Canton Fair introduced important adjustments in exhibition planning. In addition to Hall 14.1, 15.1 and 16.2, half of Hal 15.2 was newly allocated, expanding the overall exhibition scale and partially easing the long-standing demand for booth space. However, challenges remain. Hall 15.2 is shared between two-wheeler exhibitors and energy storage companies, leading to overlapping and less targeted visitor groups. Ideally, dedicating the entire hall to two-wheelers would better serve both exhibitors and buyers, improving precision and overall efficiency. 2. New Product Trends: Commuter Models Hold Ground, Recreational Segments Break Out A clear trend emerged at this year’s exhibition: traditional commuter models maintained stability, while recreational and lifestyle-oriented products became breakout highlights. Adventure motorcycles (ADV), off-road competition motorcycles, ATVs, and high-speed electric motorcycles designed for touring and leisure attracted significant attention. Meanwhile, commuter-focused scooters and naked bikes targeting markets in Europe, the Americas, Asia, and Africa continued to dominate a large portion of the exhibition space. ADV & Off-Road Vehicles Take Center Stage Following the SUV boom in the automotive sector, ADV motorcycles and ATVs have become the hottest categories in this fair. Brands such as BASHAN, CFMOTO, DAYANG, DAYUN, LIFAN, LONCIN, MERNODI, MIKILON, QJMOTOR, YINGANG, and ZHENGHAO introduced new ADV models ranging from 125cc to 1000cc, tailored for Latin American, Middle Eastern, and Western markets, emphasizing off-road capability and long-distance comfort. In the ATV segment, companies including BASHAN, CFMOTO, GBB THRAX, KAYO, LONCIN, MIKILON, QJMOTOR, and TAO MOTOR showcased a wide range of ATV, UTV, and SSV models combining recreational and functional features. Additionally, brands such as HOOSUN, KAYO, and ZUUMAV presented new racing models suitable for forest trails and competitive environments. Scooters & High-Speed Electric Motorcycles Gain Momentum In the scooter segment, manufacturers from Taizhou—including ARIIC, BFTALX, GUSITE, QIANXIN, SENLING, TEYIN, VELOCIFERO, WANGYE, and ZNEN—introduced new urban commuter models building on previous product lines. Meanwhile, brands such as CFMOTO, DAYANG, QJMOTOR, and VOGE also displayed scooters across multiple displacement categories. In the electric segment, high-speed electric motorcycles have entered a “performance race.” Brands like BASHAN, SUNRA, TAILG, YADEA, and ZEEHO showcased models with top speeds exceeding 80 km/h or even 100 km/h and ranges surpassing 100 km, targeting battery-swapping markets in Europe and Southeast Asia. Companies including BOCC, BOMA, CODIFICE, ELECTRIPET, KAINING, LUQI, SYEV, and VIGROUS presented a variety of niche electric products, such as e-bikes, electric off-road vehicles, and electric three- and four-wheelers. Strong Presence of Parts & Accessories Manufactures Beyond motorcycles, parts & accessories manufacturers were also highly visible. LONCIN and DAYUN showcased engines; DATAI presented motors and controllers; OUTDO and LIYON exhibited battery products; KKE introduced suspension systems and wheels; TARAZON displayed brake discs and cooling components; and trading companies such as jalyn and TAYUCYCLE brought new product offerings. The surge in new products is not merely a display of technological advancement—it reflects a deeper reality: shrinking margins in traditional small- and mid-displacement commuter models are forcing companies to seek higher-value segments for growth. 3. New Exhibition Policies: Breaking Conventions, Sending Positive Signals Two notable “exceptions” emerged at this year’s Canton Fair: Exception 1: A new brand led by racing champion ZXMOTO was invited despite not meeting export volume requirements, signaling a shift toward valuing innovation and branding potential. Exception 2: Industry media, including MEGA CHINAMOTOR, were invited for in-depth reporting for the first time, reflecting growing recognition of specialized industry insights. As one of the invited media outlets, we, MEGA CHINAMOTOR, also introduced a new initiative. Our buyers’ guide 2026 Spring MEGA YEARBOOK was published in three separate volumes—fuel motorcycles, electric vehicles, and parts & accessories—delivering targeted and efficient information to global buyers. Fuel Vehicle Issue: Highlights major exported gasoline-powered models including sport motorcycles, street bikes, cruisers, off-road motorcycles, scooters, ATVs, tricycles and quadricycles; Electric Vehicle Issue: Covers new energy products such as high-speed electric motorcycles, electric scooters, electric off-road bikes, electric bicycles, electric skateboards, electric tricycles and quadricycles; Parts & Accessories Issue: Systematically sorts out information of Chinese two-wheeler spare parts manufacturers involving engines, motors, batteries, controllers, wheel hubs, shock absorbers and more. It fully demonstrates China’s powerful supply chain strength and offers convenient references for overseas purchasers. This segmented approach fills a gap in professional English-language industry resources and provides exhibitors with a “second touchpoint” beyond physical booths, gaining strong interest from international buyers. 4. Buyer Structure Shift: Geopolitics Reshaping Demand One of the most visible changes at the exhibition was the shift in buyer composition. Buyers from the Middle East and Western markets declined significantly due to geopolitical tensions, shipping disruptions in the Strait of Hormuz, and rising logistics costs. Meanwhile, emerging markets—including North Africa, Latin America, and Belt and Road countries—became the dominant force. These markets remain price-sensitive but are increasingly focused on product quality, after-sales service, and brand value. This shift reflects a broader regionalization trend in global supply chains. European and American buyers are seeking a "China + Others" diversified purchasing strategy, while Chinese enterprises are forced to accelerate their efforts to enter non-traditional markets. 5. Dilemmas in Costs & Prices: A Stalemate Amid Multiple Pressures If shifting buyer structures represent external pressure, the across-the-board surge in costs acts as an internal stranglehold on the industry. Through communications with export managers of multiple enterprises, we learned that Chinese two-wheeler exporters are currently grappling with four overlapping cost pressures: Escalating raw material prices: Prices of key materials including steel, aluminum, copper wire and rubber, along with precious metals like platinum, palladium and rhodium indispensable for motorcycle exhaust silencers, continue to rise; Surge in logistics costs: Soaring fuel prices, forced shipping detours around the Red Sea and port congestion have driven ocean freight rates back to post-pandemic peaks, pushing up global maritime and land transport costs altogether; Higher import tariffs: Tariff adjustments on imported motorcycles by the United States, Mexico and other countries have further squeezed profit margins of export manufacturers; Exchange rate fluctuations: Appreciation of RMB against both the US dollar and emerging market currencies is quietly eating into order profits. Against this backdrop, most enterprises have been forced to raise export quotations, especially for small and medium-displacement commuter motorcycles. Boasting slim profit margins and weak cost-pass-through capability, such models leave companies no choice but to pass cost pressures on to overseas buyers. However, overseas buyers are also under pressure from sluggish consumer demand and show low tolerance for price hikes. A typical “standoff” has emerged at the fair: sellers face losses without price adjustments, while buyers will switch suppliers immediately if prices rise. Most transactions remain at inquiry and intent stage, awaiting further market adjustment. Notably, although China’s motorcycle export volume rose year-on-year in Q1 2026, multiple exhibitor managers revealed that such growth mainly came from concentrated delivery of backlogged orders prior to the Spring Festival, with limited newly-generated demand. The new order index, which truly reflects market vitality, remains less optimistic, leaving considerable uncertainty ahead for foreign trade export performance. 6. In-depth Analysis: Competition Between Traditional OEM Model and Long-term Strategy of Independent Brands Beneath the bustling surface of this Canton Fair, a critical challenge faces all Chinese two-wheeler exporters: with fading cost advantages and unsustainable cutthroat low-price competition, where lies the way forward? The answer is clear, yet the path remains arduous. The conventional OEM model still dominates the motorcycle industry. Manufacturers relying solely on low-cost assembly and bulk shipments are squeezed severely by surging overall costs and persistent buyer price cuts, leaving profit margins razor-thin. Even if such enterprises secure orders at the fair, they may only operate at a loss for market exposure. In the long run, embracing a long-term mindset, proactively planning ahead and steadily developing independent brands is a lengthy journey, yet the only way to escape vicious low-price involution. A brand is far more than a logo — it means pricing power. Enterprises with self-owned brands demonstrated far stronger cost pass-through capability at this exhibition. Faced with identical pressures, they also had to raise prices, yet overseas customers were willing to pay brand premiums rather than merely comparing component costs. Conclusion: Confidence Must Coexist with Vigilance While Phase 1 of the 139th Canton Fair has concluded, its implications for the motorcycle industry are just beginning. China’s two-wheeler industry still benefits from one of the world’s most complete and responsive supply chains, with strong capabilities in innovation, electrification, and emerging market expansion. However, geopolitical fragmentation, rising costs, and the decline of the OEM model are forcing companies to make a choice: continue competing in price wars, or embrace the long and challenging journey of building independent brands?
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