Jiang Lina, a sales manager of Wenzhou Tianjiao Pen Industrial Co, said the company had to invest more in product design and research to attract overseas buyers in recent years.

Jiang said the company, based in Zhejiang province, is the only domestic maker of authentic pens bearing the image of Hello Kitty, the iconic cat designed by Japan's Sanrio Co Ltd.

Wenzhou Tianjiao also has several self-developed brands.

"Also, we have to diversify sales channels by giving more importance to the domestic market, which currently accounts for 60 percent of sales," Jiang said.

The company's exports slumped more than 10 percent in 2013, according to Jiang. A number of factors, including the stronger yuan and buyers' demands for lower prices, squeezed profits, according to Jiang.

"We had few new buyers at the Canton Fair this year. We are making efforts to keep up relations with regular buyers," Jiang said.