**[News Report]** In recent years, as global demand for home decor and scented products continues to rise, the
Candle export market has been heating up. China, as one of the world's largest candle producers and exporters, is facing intense competition from emerging manufacturing countries such as India and Vietnam. Industry experts suggest that Chinese candle manufacturers must enhance product value and leverage cross-border e-commerce channels to further expand their presence in international markets.
### **China's Candle Export Competes with India, Vietnam, and Others**
China has long held a significant share of the global candle export market. However, in recent years, India and Vietnam have rapidly emerged as formidable competitors due to their lower labor costs and supportive government policies. India's candle industry emphasizes handmade production and natural plant-based waxes, promoting eco-friendly concepts, while Vietnam leverages its low production costs and free trade agreements to gradually capture market share in Europe and the U.S.
International candle brands such as Yankee Candle (U.S.) and Jo Malone (UK) still dominate the high-end market, while Chinese manufacturers primarily focus on OEM (original equipment manufacturing) or mid-to-low-end products, leaving limited profit margins. Industry analysts point out that China's candle industry must transition toward brand development and premiumization to secure a stronger competitive position.
### **How Can SMEs Break Through? Differentiation and Cross-Border E-Commerce Are Key**
Faced with the brand dominance of international giants and price competition from emerging manufacturing countries, how can small and medium-sized Chinese candle enterprises expand into overseas markets? Industry insiders recommend the following strategies:
1. **Product Differentiation**: Develop unique fragrances, eco-friendly materials (such as soy wax or beeswax), or customizable designs to enhance product value.
2. **Brand Building**: Establish independent brands through social media, dedicated websites, and other channels to reduce reliance on OEM models.
3. **Leveraging Cross-Border E-Commerce Platforms**: Platforms like Amazon, Alibaba International, and Temu provide SMEs with low-cost access to global markets. Businesses can use data analytics to precisely target demand and optimize supply chains.
### **Cross-Border E-Commerce Boosts Candle Exports**
In recent years, cross-border e-commerce has become a vital channel for candle exports. Data shows that in 2023, exports of home fragrance products, including candles, via cross-border e-commerce grew by over 30% year-on-year, with candles performing particularly well. Cross-border e-commerce not only lowers the entry barrier for SMEs but also enables direct engagement with overseas consumers, shortening transaction chains and improving profit margins.
"Previously, we relied on trading companies for orders, and profits were squeezed at every level. Now, through cross-border e-commerce, we can directly connect with overseas buyers and even build our own brand," said a representative from a candle manufacturer in Zhejiang.
### **Future Outlook**
Despite increasing competition, China's candle exports still benefit from a well-established supply chain and strong production capacity. Experts suggest that businesses should align with market demand, strengthen product innovation and brand marketing, and fully utilize digital channels like cross-border e-commerce to navigate global market challenges and opportunities.
