Yiwu Merchants Gain a 'Local Guide' for Africa Outbound Via Zhejiang-To-Africa Exhibition Platform
As Yiwu goods cross oceans to Africa, a batch of trade-service practitioners are bridging Chinese merchants and the African market. Yang Xiaowei, head of Zhejiang-To-Africa Exhibition Co., has worked Africa markets since long before founding his company in May 2022, focusing on professional support for Yiwu firms entering Africa. With 36 African staff in Kenya, Nigeria, Tanzania and Ghana, the team does market research, buyer reception and government-enterprise liaison on the ground while the domestic team aggregates merchant needs, forming a closed-loop service. Its "Yiwu Brand Going Global" pavilion at Kenya's International Fashion Consumer Goods Fair has run three years, organizing over 100 domestic firms to African exhibitions annually. One merchant who joined a Nigeria trip in 2024 doubled 2025 sales after optimizing products for local taste.
Source: Toutiao / Yiwu Release, Oct 29, 2026 | 2026-10-29
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- Yiwu Merchants Gain a 'Local Guide' for Africa Outbound Via Zhejiang-To-Africa Exhibition Platform
