The Yiwu Selected Brand Overseas Collection Store will grandly open on January 10, 2025, on the 5th floor of the market in Zone 2 of Yiwu International Trade City. On the first day of opening, the signing amount exceeded 120 million yuan.

On January 18th, 8 days later, our Yiwu Selected Brand Overseas Collection Store Global No.2 Franchise Store was officially licensed and settled in Kenya, East Africa. This cooperation is based on the cooperation agreement reached between Yiwu Brand Promotion Association and CHINA MALL Group, which has abundant resources in the Kenyan market. CHINA MALL Group has successfully established over 50 terminals in multiple countries such as South Africa, Zambia, and Ghana, possessing a mature sales supply chain management system and excellent localized operational capabilities.

The selection of Kenya as the location for the global second tier franchise is based on multiple strategic considerations. Kenya, as one of the important centers in Africa, has a huge economic market and a growing middle class, with a huge demand for high-quality and diversified small commodities. In addition, Kenya is located at the transportation hub of East Africa, with intensive trade relations with neighboring countries. In Kenya’s African shopping mall, it not only directly serves the local market, but also serves as a service point, radiating throughout the entire East African region.

Yuan Ying, General Manager of Yiwu China Small Commodity Overseas City Investment and Development Co., Ltd., stated that the opening of Store 2 in Kenya is a deep practice of Yiwu market’s brand going global strategy. The joining of local Kenyan enterprises can quickly popularize the adaptation period of Yiwu brands to local culture, laws, policies, and other aspects, better meet the shopping habits and needs of African consumers, and promote our Yiwu brands to overcome the heavy barriers of African trade faster.

Our goal is for more Yiwu enterprises to go global and become global brands, “said He Lihong, the president of Yiwu Brand Development Promotion.” The establishment of a collection store in Kenya is just the beginning. In the future, we will continue to actively expand the global market, allowing Yiwu’s selected brands to take root in more countries and regions. High quality Chinese made and Yiwu brands will enable more, faster, and more comprehensive entry into the world stage

Brand going global will not only bring more development opportunities and economic benefits to enterprises in Yiwu, but also further enhance Yiwu’s international influence and competitiveness as the “World Capital of Small Commodities”.

With the establishment of selected Yiwu brand outbound collection stores in Kenya and the continuous promotion of their global layout, it is reported that this year’s Yiwu brand outbound plan will focus on the countries along the “the Belt and Road”, and plan to expand in the Middle East, Southeast Asia, Latin America, Africa and other regions with high degree of trade integration with Yiwu, so as to promote high-quality businesses with brands and strength in Yiwu market to a more convenient global market. Yiwu brands will ignite a new wave of business in the international market!