In the bustling city of Yiwu (义乌), Zhejiang Province lies a vibrant marketplace often referred to as the “World’s Supermarket.” This massive trading hub is home to over 2.1 million products from all corners of China, making it the perfect gateway for Chinese goods to reach global markets, particularly in Africa. With its extensive logistical network and diverse range of products, Yiwu plays an increasingly vital role in China-Africa trade. Today, the city accounts for one-third of Zhejiang’s exports to Africa and about one-twelfth of China’s total exports.
“Anything Africa needs, Yiwu has,” says Deng Chaofeng (邓超锋), General Manager of Zhejiang International Trade Supply Chain Service Co. With over two decades of experience in African trade, Deng’s company now generates around 80% of its revenue from Africa, with an annual growth rate of 20%. “Africa is in the midst of rapid urbanization and industrialization, so the demand for Chinese machinery, agricultural equipment, and medical devices is tremendous,” he explains.
Companies like Zhejiang Jinmin Electric Co. (浙江金民电器股份有限公司), which specialises in electrical equipment, have also found significant opportunities in Africa’s expanding market. With a population of over 1.4 billion, Africa’s consumer base offers immense growth potential. In recent years, Jinmin’s exports to Africa have grown by 20% annually, fueled by demand for switches, cables, and low-voltage appliances. For African businesses and consumers, Yiwu is a one-stop shop that supplies everything from essential household goods to heavy machinery.
African Entrepreneurs Find Success in Yiwu
Yiwu is not only a crucial link in exporting Chinese goods to Africa, but it is also a place where African entrepreneurs establish their businesses and build their futures. Entrepreneurs from across Africa are finding Yiwu a land of opportunity, with many setting up shops in the city to export goods back to their home countries or distribute Chinese-made products throughout Africa.
One such success story is that of Ding’en (丁恩) from Niger. Thirteen years ago, he knew little about China, but after arriving in Yiwu in 2011, he quickly realized the city’s immense business potential. “You can find anything you need in Yiwu, and the logistics network is highly developed,” Ding’en says. His company now exports over 300 containers of goods each year, serving 16 African countries. As his business grows, he plans to expand his warehouse to keep up with demand.
Another success story is Sura from Senegal, who has lived in Yiwu for 21 years and now considers it his second home. Sura’s journey from selling tableware and toys to exporting building materials, hardware, and even electric vehicles reflects the evolving nature of China-Africa trade. “Chinese manufacturing is constantly upgrading, and African consumers’ demands are rising,” says Sura, who now runs a trading company with an annual turnover of over 400 million yuan (approximately $55 million).
For many African entrepreneurs, Yiwu is more than just a business hub—it’s a community. Over 3,000 African merchants live in Yiwu, contributing to a vibrant multicultural environment. These "new Yiwu locals" have integrated into the city’s economic fabric, benefiting from the strong trade ties between China and Africa.
A Two-Way Trade Relationship
While Yiwu has long been a leader in exporting Chinese goods to Africa, the trade relationship is increasingly becoming a two-way street. The city has embraced imports from Africa, and businesses are growing the presence of African products in the Chinese market. For example, Yiwu’s China Imported Commodities Mall features a wide range of African goods, from handcrafted raffia hats to intricate wood carvings. Vicky, a businesswoman from Madagascar, runs a store in Yiwu where she sells these unique products to Chinese consumers. “When I first came to Yiwu in 2009, I mainly exported Chinese goods to Madagascar,” Vicky explains. “Now, I’m doing business both ways, and it’s getting better each year.”
Digital platforms and technological innovations also bolster Yiwu’s trade with Africa. The “China Goods” digital trade platform, developed in Yiwu, is helping businesses expand their global reach by enabling online trade with international partners. This platform has been a game-changer for Zhejiang Yilingno Technology Co. (浙江伊凌诺科技有限公司), which exports extensively to Africa. “We use the ‘AI Digital Boss Lady’ software to communicate with clients in multiple languages, which helped increase our African market exports by over 30% last year,” says Tao Juying (陶菊英), the company’s founder.
In addition to expanding exports, Yiwu is fostering the growth of African imports through initiatives such as establishing overseas warehouses and showrooms. The city has also partnered with Dubai’s DP World to create a dedicated Yiwu marketplace in Dubai, providing access to North Africa, the Middle East, and Europe. This innovative “go global” strategy is helping Yiwu companies tap into even larger international markets.
Yiwu’s commitment to building robust trade networks extends beyond commerce. The city’s investment in Africa is growing, with Chinese companies setting up factories and infrastructure projects across the continent. By the end of 2023, Yiwu had 12 registered investment enterprises in Africa, covering the textiles, plastics, and agriculture sectors. This mutual development aligns with China’s Belt and Road Initiative, which aims to strengthen economic ties and create shared prosperity between China and Africa.
A Win-Win Future for Yiwu and Africa
Yiwu’s role in China-Africa trade is evolving from a simple export hub to a dynamic platform for mutual growth and development. As African businesses flourish in Yiwu and Chinese enterprises invest in Africa, the trade relationship between the two regions becomes increasingly symbiotic. From logistics and technology to culture and community, Yiwu is at the heart of this thriving partnership.
As Huang Junqiao (黄俊侨), a Yiwu’s Commerce Bureau representative, explains, “China-Africa trade is no longer a one-way street. It’s about mutual success, driven by a shared vision for the future.” With its strategic location, cutting-edge technology, and deepening ties with Africa, Yiwu is poised to continue playing a vital role in shaping the future of global trade, creating opportunities and connections that benefit both China and Africa for future generations.
