In the Jinli Industrial Park in Sanjiao Town, Xu Yang kept receiving notifications on his phone. "The May Day holiday every year is the peak season for order intake, and this year I spent almost the entire holiday engaged in order negotiations," said the chairman of Meixiang, a display stand manufacturer in Zhongshan.

This low-profile company, recognized as a "hidden champion" in China's modular display cabinet sector, has sustained an annual growth rate of 20%-30% over the past three years. More remarkably, it has achieved breakthrough against the trend in overseas markets through a "compact yet sophisticated" differentiation strategy.

Twenty years ago, Meixiang identified the common needs of small- and medium-sized decoration firms and pioneered the development of modular display stands. When conducting the final acceptance, its first client exclaimed in awe: "I never imagined exhibition setup could be this effortless!"

Out of 1.6 million decoration companies nationwide, some 19,000 are Meixiang's direct clients. Industry leaders such as Oppein and Sogal have included Meixiang in their annual strategic partnership roster. Despite the emergence of copycats, Meixiang maintains its dominant position with over 70% share in the market segment.

Exports account only for 10% of Meixiang's business, but it has carved out a differentiation path in overseas markets with high technical threshold and strong creativity. Quality and service are the two guarantees that Maixiang has for maintaining its presence in overseas markets.

After the COVID-19 pandemic, Meixiang's modular stand products, which are capable of boosting clients' order conversion rates by 30%-50%, have seen counter-trend growth abroad. In 2024, the export value surged by 25%, far exceeding the industry average.

"We are more than just selling display cabinets. We're providing business systems that help decoration companies close deals faster and cut costs", said Xu Yang, adding that Meixiang has evolved from a product manufacturer to a solution provider for the industry.