Copper wares are pictured in the ancient city of Kashgar, northwest China's Xinjiang Uygur Autonomous Region, Sept. 19, 2024. (Xinhua/Zhao Yusi)
BEIJING, Oct. 11 (Xinhua) -- As cross-border e-commerce continues to thrive, Chinese cookware is gaining growing export volumes and recognition in international markets such as Europe and the United States. Cast iron pots, in particular, are highly sought after overseas due to their high quality and great cooking performance.
Carote, a cookware brand specializing in cross-border e-commerce from Yongkang, east China's Zhejiang Province, was listed on the Hong Kong Stock Exchange on October 2, and raised 750 million HK dollars (about 97.5 million U.S. dollars). Last year, Carote recorded sales of 1.583 billion yuan through all available channels, with an average price of 540 yuan per iron pot. In major overseas markets, such as the United States and Western Europe, Carote ranked among the top three online cookware brands.
Meanwhile, the global search volume of "firewood stove" has skyrocketed by 1,300 percent, with Canada, Ireland, and the U.S. showing the most active search engagement, according to Google Trends. Besides, the online promotion data from All View Cloud indicates that the online sales of open-flame cookware have totaled 8.37 billion yuan from January to August in 2024, representing a 3.3 percent year-on-year growth.
-- Chinese cookware shines in global markets
At the showroom of Hebei Sanxia Technology Co., Ltd., thousands of finely crafted woks, frying pans, and other cookwares, each with its unique designs, exquisite craftsmanship and carefully selected materials, are on display.
The majority of our current production is for orders from the U.S., said the company's marketing director. All production lines are running around the clock, and orders have already been booked until March of next year. The company's cast iron pots have been well-received in over 20 countries, including the U.S., Canada, and Germany, holding a 50 percent market share in North America and 30 percent in Europe, respectively.
Furthermore, Carote, the Zhejiang-based kitchenware company, has prioritized overseas markets in its business strategy. In 2013, Carote branched out into product R&D and industrial design and started to design, develop, and customize cookware products for international brands. Later, Carote launched a more innovative cookware brand in 2016. As a result, the company's revenue surged from 283 million yuan in 2021 to over 1.5 billion yuan in 2023.
-- Craftsmanship the key to a great pot
In Jiaxian County, Pingdingshan City, central China's Henan Province, known as China's "cast iron pot capital", an average of 200,000 iron pots are shipped daily to both domestic and international markets.
Official data of Jiaxian County shows that the county, as a hub for the production and distribution of cast iron pots in China, produces over 70 million cast iron pots annually, accounting for two-thirds of China's total. These products are exported to over 20 countries and regions, including Germany, France, the United Kingdom. In 2023, the county's cast iron pot industry reached a total output value of 3.17 billion yuan, with its export amounting to 89.70 million U.S. dollars.
"We produce around five million iron pots each year, nearly 60 percent of which are sold abroad. Enamel pots, in particular, can be sold at over 300 U.S. dollars in European and American markets," according to Wang Long, general manager of Henan Huabang Implement & Cooker Co., Ltd.
Despite the fact that most cookware companies rely on automated assembly lines for mass production, Zhangqiu, a town known for iron smelting in east China's Shandong Province, remains dedicated to the traditional craft of hand-forging pots.
Liu Zimu, an inheritor of the Zhangqiu iron pot forging craft, noted that promotion via e-commerce platforms could expand market reach, achieving win-win results for preserving cultural heritage and increasing economic gains.
-- Bringing Chinese brands to the world
Jiaxian County in central China's Henan Province boasts a history of more than 600 years in iron pot forging.
"We have started the process of applying for a geographic indication for 'Cast Iron Pot of Jiaxian County, China', and are introducing a collective brand. In the meantime, we will further improve product quality, intensify testing and R&D, and roll out more policies to support the development and transformation of the iron pot industry," said Liu Guojun, secretary-general of the Iron Pot Association in Jiaxian County.
Recently, the Jiangsu Time-Honored Brand Industry Investment Fund made its first ten-million-yuan investment in Wuxi, with the city's time-honored cookware brand "Wangyuanji" successfully securing the funding. Wangyuanji is now selling its iron pot products on Amazon and operating in countries like the U.S., Canada, and France. Its overseas sales surpassed 20 million yuan in 2023, accounting for nearly 33 percent of its total sales.
An increasing number of Chinese cookware companies have gained a foothold in international markets by continuously enhancing product quality, diversifying their product portfolios, and leveraging cross-border e-commerce channels.
(Edited by Yang Linlin with Xinhua Silk Road, linlinyanglyn@163.com)
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