China's small commodity hub of Yiwu opened its first multi-brand store in Kenya's capital Nairobi last month, providing a wide range of high-quality goods to African customers, as merchants from the east China city seek to find a new way to expand overseas business.
Yiwu in Zhejiang Province is known as the "world's supermarket" for its enormous exports of small commodities.
Last month, the Kenyan capital city Nairobi witnessed the opening of Yiwu Selection, with the launch ceremony featuring joyful traditional Chinese and African performance.
The store gathers over 20 high-quality brands from Yiwu and provides a wide variety of goods from daily necessities to fashion accessories at attractive prices.
"The price is fair. The price is good. I love it," said a local customer.
One distinct characteristic that sets Yiwu Selection apart from other stores selling imported goods in Nairobi is that it features offerings that are in high demand among locals.
The purchasing team of the local chain stores recommend the multi-brand store on which goods they should put onto shelves so that they will meet the taste of African customers.
Susan, a Kenyan purchaser who runs her own online shop said she found the daily necessities in Yiwu Selection are exactly what local customers need and the prices are attractive.
"It gives another image of China, because we know Yiwu as a bank of small things, so, the Yiwu Selection changes the whole image of what can come from China. So, Kenyans can now know anything, which are of a standard, you can get in China," she said.
He Lihong, chairman at the Zhejiang Yiwu Brand Development Promotion Association, said brands from the east China city hope to bring more high-quality goods into African market.
"Many people think goods sold to Africa are cheap and low-end, but actually, that is not true. African customers want higher-quality goods, so, we decide to bring our brands here. I think the operation of stores like Yiwu Selection in association can help our brands grow faster in local market," said He.
A Kenyan investment official said the new business model helps offer high-quality Chinese goods to African customers at an affordable price.
"The company has been able to settle and to set up here in Kenya. Kenyans will be able to get good-quality products that are coming in from China at an affordable price," said Olivia Rachier, director of corporate services at Kenya Investment Authority.
China's small commodity hub opens first multi-brand store in Nairobi
