Within the Twenty-Three Li Street district, the origin point of Yiwu's small commodity market, a cluster of enterprises specializing in Christmas goods has flourished. Among them stands Yiwu Sintean Arts & Crafts Co Ltd, a company dedicated to the production and export of Christmas trees.

In an interview with China Daily, Zhu Zhijuan, the company's supervisory board member, shed light on its strategic positioning in the Christmas tree market, innovative approaches, and the wealth of experience garnered while navigating challenges in the international arena.

Zhu highlighted the current fervor in the Christmas product market this year, but underscored the heightened pressure on delivery timelines due to extended international shipping durations.

"In previous years, the peak season for foreign trade typically spanned from June or July to the end of September. However, this year, the delivery window has been compressed to the end of August, leading to numerous order cancellations due to delayed deliveries," she explained.

The primary reason for this expedited schedule is attributed to the tumultuous developments in the Red Sea region, posing substantial challenges to the company's production processes, particularly with European and US clients necessitating advanced production scheduling to meet delivery deadlines.

Amid fierce market competition, Zhu elaborated on Xintean Craft's strategy of enticing more overseas clients through innovative design, particularly targeting markets inclined toward personalized products.

"We have introduced unconventional colored Christmas trees, such as pink and silver variants, exuding a distinct allure that captivates attention," she said. "These pioneering products have garnered exceptional popularity in markets like Russia and South America, while traditional styles remain favored by European and US customers."

Zhu believes in the appeal of mid-to high-end Christmas trees, carrying unique designs and craftsmanship that afford the company a wider profit margin. In addition to color innovations, Xintean Craft has ventured into crafting uniquely shaped Christmas trees, including Santa hat-inspired or crooked-necked Christmas tree designs, deviating from conventional tree forms to stand out in the market. "These innovative designs have consistently outperformed, particularly resonating with younger consumers," Zhu said.

Yiwu's agile supply chain and order flexibility are pivotal factors underpinning the company's resilience in the global market. "In Yiwu, we access a diverse array of materials and cater to small batch order requirements," Zhu said. Unlike other regions where suppliers mandate larger minimum order quantities, Yiwu accommodates small batch orders that can be consolidated for shipping alongside other products, reducing costs for clients and alleviating inventory burdens.

Looking ahead to the future of their Christmas tree export business, Zhu affirmed the company's unwavering commitment to innovation, pledging to unveil more Christmas tree products tailored to global market demands. "Our aim is to attract a broader range of international clients, particularly by elevating brand competitiveness through innovative designs that dazzle customers," she said.

To address the pressing issue of tight delivery schedules, the company will advocate for early order placements and consider stocking popular items in moderate quantities to adeptly respond to unforeseen market shifts.

"The international market landscape is ever-evolving, yet we remain steadfast in aligning our strategies with market trends, offering increasingly personalized and top-tier Christmas decorations for our global clients," Zhu said.