You should try this when googling.

Go to www.google.com & key in 'Direct Flights from KUL to Guangzhou Direct'.

The search will come out with a + button and you can click on the + button to see which other airline flies direct. If there aren't any direct flights then this search will not have the + button.

At least you know which other airline flies direct and can look at the pricing for comparison. FYI, those airline that flies from Europe/middle east to KUL and then heading elsewhere, will always be cheaper.

For eg refer below.

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