Yiwu shifts to exporting brands

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By Zhang Yiyi (Global Times) 09:53, March 05, 2025

In recent years, Yiwu has been actively adding more value to its small commodities while expanding into larger markets. Starting 2023, Zhejiang China Commodities City has been pushing forward with a collective approach to global expansion. As 2025 begins, new initiatives are already underway.

From manufacturing to markets

Yiwu - dubbed the "world's supermarket" - has been busily expanding its global footprint. "In February, the first European Yiwu brand collection store was registered in Venice, marking a strong start to Yiwu International Trade Market's 2025 global expansion strategy. Physical stores in Kenya and Italy are set to open in July and October, respectively," He told the Global Times on Tuesday.

He explained that the collection store features 36 Yiwu brands, covering 23 categories, including accessories, office supplies, tools, small appliances, and home textiles. These products already enjoy a strong sales presence in the European market and are popular among local partners.

Known for its affordable prices and reliable supply pipeline, Yiwu's products have maintained a strong market share around the world. "This time, the brand collection store adopts a full-store export model, shifting from product export to brand export - a growing priority for many merchants," He told the Global Times.

He noted that Chinese brands should learn from Europe's luxury industry in shaping brand identity, building confidence, and establishing a strong global presence to achieve long-term success.

Liu Bo, a merchant from Yiwu International Trade City told the Global Times that Yiwu has always focused on sale volume, but as sale volume grew, profit margins shrank. "It's time to build our own brands, something we are now confident to move forward with," Liu said.

Wang Jian, chairman of Italy's EMI Group, which specializes in cross-border procurement, said, "Through the Yiwu brand collection store, we can access Chinese products more efficiently at competitive prices. This model, which places an emphasis on product selection, has been a great help to us."

"The path of Chinese brands going global is mutually beneficial for both China and international partners. We hope the Yiwu brand collection store will expand further in Italy and across Europe, reaching 200 to 500 stores," Wang said.

The overseas expansion of Yiwu's brand collection stores showcases the growing confidence and strength of Chinese brands. This initiative represents a major shift in Yiwu's business model and could set a new benchmark for the global expansion of Chinese brands, Zhang Yi, CEO of the iiMedia Research Institute said.

"Italy's strong manufacturing, fashion industry, and strategic location make it a key gateway to Europe. For Chinese brands, it is both a vital market and a crucial hub for global expansion," Zhang said.

Chinese brands go global

Led by Zhejiang China Commodities City Group, the Yiwu brand collection store brings together local brands seeking global expansion, creating a collaborative export model. This approach not only strengthens small and medium-sized enterprises' (SMEs) resilience but also overcomes resource limitations in overseas markets, according to the local official.