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International trade relations are undergoing change – particularly noticeable for companies that import books, toys or printed products from China. New customs duties and tax regulations are not only making business with the Far East more expensive, but also riskier and slower. This is causing upheaval in the industry – and at the same time opening up opportunities for regional suppliers.
What exactly is affected?
The new import tariffs affect a wide range of product categories, including in particular:
- Books (especially large-volume offset productions),
- toys (especially plastic items and electronic toys),
- printed products (e.g. packaging, operating instructions or catalogues).
These measures are often part of political strategies to reduce economic dependencies or respond to market distortions. At the same time, administrative requirements are increasing – from sustainability certificates (e.g. EU Deforestation Regulation) to tax reporting obligations.
What changes are companies noticing?
Many industry players report:
- Longer delivery times due to stricter customs processes,
- Higher import costs, which are putting pressure on margins,
- Growing planning uncertainty due to changing regulations,
- Logistical challenges such as container shortages or port congestion.
This is particularly evident in the toy sector: EU toy imports from China rose steadily between 2013 and 2023, reaching a volume of over EUR 5.4 billion in 2023. However, there was a decline in 2024, reflecting the impact of tariffs and supply bottlenecks:
Nevertheless, with an 80% market share, China remains the dominant supplier for EU toy imports – well ahead of countries such as Vietnam, Germany and the Czech Republic:
The impact of tariffs
Paper products provide a particularly striking example: in 2025, import tariffs from China will exceed 120%, while imports from other countries such as India or Mexico will be significantly cheaper or even duty-free thanks to free trade agreements.
In addition, China has the lowest share of duty-free EU imports compared to other trading partners: only about 45% of Chinese goods enter the EU duty-free, while for partners such as the United Kingdom or Vietnam, the figure is over 70%:
The return of regional production
This development has a clear consequence: demand for local, sustainable alternatives is growing. More and more companies are turning to:
- Print-on-demand instead of mass production in Asia – books and brochures are produced on demand, without storage costs and overproduction.
- Nearshoring, e.g. production in Europe or Mexico – closer to the target market,
- regional packaging service providers that score points with short delivery times, customised designs and certified quality.
One example: Elanders Print & Packaging offers exactly such solutions – from personalised digital printing and sustainable packaging to just-in-time fulfilment with API connection to customer systems. Sustainability standards such as FSC certification or climate-neutral shipping are already standard.
Conclusion: The challenge becomes an opportunity
The new tariffs and regulations make imports from China more difficult – that is a fact. But those who think flexibly and use regional production can turn this challenge into a real competitive advantage: with shorter distances, lower risks and partnerships on equal terms.