Local consumers select products in the Yiwu Selection store in Nairobi, Kenya. [Photo/Tide News]
Yiwu Selection, a brand export collection store, opened its first overseas branch in Nairobi, Kenya, on Aug 29, bringing thousands of products from over 20 premium brands based in Yiwu, a county-level city in Jinhua, Zhejiang province, into the Waterfront Mall.
Chen Xianchun, executive director of Yiwu Jinzun Stationery and Sporting Goods Co, described the store as a new gateway for their products to reach African consumers, emphasizing the reduced costs and risks compared to traditional export models.
The project is part of Yiwu's brand export strategy launched in 2023. Since the first Yiwu Selection store opened in the Yiwu International Trade Market in January, this initiative has secured partnerships in 10 countries and regions, including Kenya, Italy, and Chile. Apart from the Kenya store, other locations are under construction.
The Kenya store is operated by China Square under China Mall Group, which has opened over 50 outlets overseas to integrate "Made-in-China" goods into African daily life.
He Lihong, president of the Yiwu Brands Association, underscored the collective branding strengths of Yiwu Selection stores compared to individual ventures.
Yiwu is experiencing growing trade ties with Kenya. Statistics from Yiwu Customs show the city's exports to Africa reached 79.71 billion yuan ($11.18 billion) from January to July, including 6.03 billion yuan to Kenya, marking a 39 percent increase.
Olivia Rachier, general manager for Legal and Corporate Affairs at the Kenya Investment Authority, praised how the collection store injects economic vitality by creating jobs while offering cost-effective choices locally.
