Chinese, African businesses forge strong relationships from years of exchanges

At the China Import and Export Fair, or Canton Fair, many African buyers like to call Yang Jiexian, chairwoman of a Guangzhou-based foreign trade company, Miss Africa.

It is not because Yang has a similar appearance or behavior to African people, but a way to show their close relationship both in trade and personal ties.

Yang has been doing business with African buyers for nearly 30 years and has forged deep friendships with most of them. She started to work at General Merchandise Import and Export, a subsidiary of Guangzhou Light Holdings, after college graduation in 1991, and is responsible for exporting bicycle and related accessories to African markets.

Her clients come from dozens of countries in Africa, and a lot of them began cooperation with the company in the 1960s, including Ethiopian businessman Nejib Mohammed.

By participating in the Canton Fair, Nejib established a close partnership with the company 50 years ago and has maintained it till now. Over the past decades, the company has not only provided high-quality products to Nejib, but also made market investigations in Ethiopia many times to help him increase product portfolios and expand the market.

Nejib’s son said he wanted to construct a production base with the company in Ethiopia, in a bid to further deepen their cooperation and pass it down from generation to generation.

In addition to high-quality products, the company always treats its clients with sincerity — this is another reason for its success.

For example, the company has a loyal Kenyan client, and when the client’s brother went to China to purchase paper straw manufacturing facilities, Yang recommended to him many different kinds of products, including some from other companies, to let him compare the price and performance.

She also helped calculate the cost when he considered which one was more cost-effective, buying finished paper straws or the facilities.

The customer-oriented principle has helped consolidate ties between the company and its clients. Earlier this year, soon after the COVID-19 outbreak, the Kenyan client expressed his willingness to offer help to the company and voluntarily sent some face masks.

Despite the overall negative impact of the pandemic, General Merchandise Import and Export has maintained stable business operations with African clients during the first half of this year.