Sellers' target: Discerning Chinese consumers

Companies that are attending the Canton Fair are focusing on mid and higher levels of the Chinese market, according to their chiefs. They spoke during the ongoing trade promotion event.

"When Chinese consumers consider buying imported products, they usually expect higher technology and better quality," said Julian Baseley, chief executive of Ewbank, a British home-cleaning equipment manufacturer. The company's main products are vacuum cleaner and floor polisher.

"We have 135 years of history in developing the most efficient home cleaners with high technological values. It is the details, such as minimum noise, sleek design and energy saving, that set us apart from the general products in the market," said Baseley.