www射-国产免费一级-欧美福利-亚洲成人福利-成人一区在线观看-亚州成人

US EUROPE AFRICA ASIA 中文
Business / Companies

Branding success in Africa in a diverse and novel way

By Li Wenfang in Guangzhou (China Daily) Updated: 2014-01-13 10:16

Branding success in Africa in a diverse and novel way
Sunda celebrates the opening of one of its stores in Ghana. The Guangzhou-based company has a footprint across much of the continent. [Photo / Provided to China Daily]

Although big-ticket infrastructure projects and building contracts have been the preferred route for most Chinese companies in Africa, one Chinese company is hoping to make a difference with a rather diverse approach.

The company, Guanghzou-based Sunda International Trading Co, is banking on its Africa-specific brands and villa construction projects to grow profits and establish strong links in Africa.

Sunda, which started operations in 2000 as a foreign trade agent, was one of the first Chinese companies to launch Africa-specific brands in 2011. From its first branch in Ghana in 2004, the company now has a footprint that covers more countries in Africa.

Wang Dajiang, vice-president of Sunda, says Ghana will be the pivot for the company's expansion in Africa, which includes a washing powder factory and a villa project.

Expansion of activities in markets such as Kenya, Tanzania and Cote d'Ivoire, especially in sectors such as home decoration and building materials, fast moving consumer goods, hardware and electronic products, are also on the cards, Wang says.

Wang says that total exports surged to $135 million in 2012 from $560,000 in 2004.

Sunda decided to tap the global markets, especially Africa, in 2003 because of stiff competition among foreign trade agents in China, he says.

"There were lots of foreign trade agents in China then. The competition was fierce. At the Canton Fair (China Export Commodities Fair) we saw that foreign buyers were pitching for lower prices. Our margins were falling steadily. We decided that the only way forward was to venture abroad."

Wang says the company decided to export products to Africa, Ghana in particular, because there was very little competition at that time. The growth potential was huge.

"It was also tough as there were no existing demand patterns for us to decide on what to export."

To overcome this, Sunda shipped two containers carrying 60 types of goods to test the market. Over six months, the company found that building materials, especially ceramic tiles and glass, were the most sought-after products in Ghana.

Along with the building materials, the company also decided to send some daily goods such as toilet paper to make full use of the containers.

Wang says that the Ghana unit is the company's largest foreign branch. It accounts for more than one-third of its overseas sales. The Chinese company currently has a 60 percent market share in Ghana's ceramic tiles market.

To further maximize the economy of scale and supply chain efficiency, Sunda opened branches in Tanzania in 2005 and in Kenya and Cote d'Ivoire in 2009.

Previous Page 1 2 Next Page

...
...
主站蜘蛛池模板: 97视频免费播放观看在线视频 | 99精品在线播放 | 99精品国产一区二区三区 | 日韩一级在线 | 欧洲一级视频 | 亚洲黄色第一页 | 欧美一级毛片免费看 | 亚洲欧洲国产精品 | 国产亚洲精品久久 | 成人欧美精品久久久久影院 | 国产一区二区不卡 | 欧美成人免费全部色播 | 夜色www | 日韩毛片在线播放 | 草草草在线视频 | 欧美国产综合日韩一区二区 | www成人国产在线观看网站 | 日韩三级黄色 | 欧美日韩视频二区三区 | 日韩免费毛片全部不收费 | 欧美做爰野外在线视频观看 | 久久香蕉国产线看免费 | 久久久www成人免费精品 | 国产高清视频在线观看 | 美国人成毛片在线播放 | 亚洲综合色视频在线观看 | 九九热播视频 | 亚洲成人在线视频 | 久久免费观看国产精品 | 国产精品无圣光一区二区 | 日韩在线视频中文字幕 | 又黄又爽又刺激的视频 | 国产三级精品三级 | 免费看成人毛片 | 国产专区中文字幕 | 国产在线日韩在线 | 国产精品久久久久免费视频 | 中国一级毛片欧美一级毛片 | 男人的天堂免费网站 | 黑人巨大交牲老太 | 久久免费精品视频在线观看 |