The 139th China Import and Export Fair (Canton Fair) is nearing an end. At this year's fair, a group of foreign influencers, carrying smartphone stabilizers and power banks, has become a new sight in the exhibition halls. Moving briskly through the venue, they speak fluently to the camera in foreign languages, presenting everything unfolding on site in real time. In doing so, they are turning foot traffic across the 1.55-million-square-meter exhibition space into overseas views, opening a new trade channel that bridges distances and connects the world.

Most of these foreign influencers carry DJI handheld gear from Guangdong, serving as the "virtual eyes" and "on-the-ground proxies" for their online followers as they report on the latest products and information from the venue in real time. Some of the livestreamers are buyers themselves. With the advantage of speaking local languages and years of experience in specific markets, they can communicate in ways that resonate more strongly with overseas audiences, greatly shortening the decision-making path to placing orders. As an industry insider noted, these livestreamers have well-established fan communities, and the commercial traffic they generate is often more effective than paid promotion.

Behind this fresh force is systematic support from professional organizations. The Guangdong Chamber of Commerce of Importers & Exporters has launched an International Buyer Service Partner Recruitment Program, providing structured support for more than 30 foreign livestreamers. Through value-added services such as planning exhibition routes and offering supply-chain assessments, livestreaming tours are evolving from individual efforts into coordinated operations. In response to flight restrictions in parts of the Middle East this year, which prevented many buyers from attending in person, the Canton Fair introduced a dedicated livestreaming session. Scheduled precisely to accommodate Middle Eastern time zones, the session invited Middle Eastern livestreamers to tour the exhibition. One buyer from Dubai, for example, was able to communicate in detail via the virtual session about warranty terms, accessories and other specifics, ensuring that business negotiations continued without delay.

Against the backdrop of a complex and changing global trade environment, foreign livestreaming tours are conveying confidence through the camera, turning opportunities inside the exhibition halls into cross-border orders and enabling the Canton Fair to continue serving as a stabilizer of global trade.

镜头就是产线，外籍网红在广交会干起“走播” | 广交观察

第139届广交会已近尾声。本届广交会上，一群手持手机支架，肩背充电宝的外国网红“走播”成为展馆新风景。他们在展馆里快步穿梭，用流利的外语对着镜头讲述着现场的一切，将155万平方米展馆内的客流量转化为海外播放量，走出了一条跨越山海、联通世界的贸易新通道。

这些外国网红大多手持来自广东的大疆，在场馆里当起云端粉丝的“眼替”“脚替”，实时播报最新的产品和资讯。有些主播本身也是采购商，既有本土语言优势又有深耕某一市场的经验，表达方式更容易引起海外粉丝的共鸣，大大缩短了下单决策链路。据有关人士总结，他们有完整的粉丝圈层，带动的商业流量往往比付费推广更有效。

这股新鲜力量背后，离不开专业化组织的系统护航。广东进出口商会启动“国际采购商服务合作伙伴招募计划”，为30余位外籍主播提供系统化支撑，通过规划探展路线、提供供应链评估等增值服务，让“走播”从单打独斗走向系统协作。针对今年中东部分地区航班限制导致许多采购商无法到场的情况，广交会推出了云端专场直播，精准适配中东时差，邀请中东籍主播探展，一位迪拜客商就通过云端详细沟通了质保、配件等细节，生意洽谈没有耽误。

在全球贸易环境复杂多变的背景下，外籍“走播”以镜头传递信心，将场内机遇转化为跨境订单，让广交会继续扮演全球贸易“稳定器”的角色。

文、图 | 记者 孙绮曼
译｜郑奕玲
英文审校｜曾敏