Every year, BORDAR sends nearly 20,000 containers filled with "made in China" to Africa.
In recent years, while expanding its own business, Guangdong BORDAR Technology Co., Ltd. has gradually begun to rely on its own advantageous resources to build a common service platform and drive Chinese enterprises to expand the African market. BORDAR Pan-Home brand Africa (South Africa) Exhibition and Experience Hall was identified by the Ministry of Commerce as one of the first batch of 6 national international marketing service public platforms.
Share the platform to make the market bigger
China-africa economic and trade cooperation is developing in an all-dimensional, multi-tiered and wide-ranging manner. China has been Africa's largest trading partner for 10 years in a row, and the space for bilateral trade cooperation is constantly expanding.
Since its establishment in 1999, BORDAR has continued to deepen its presence in the African market. After 20 years of development, it has set up institutions in Tanzania, South Africa, Mozambique, Kenya, Nigeria, Ghana, and set up 8 factories, 1 industrial park and 16 logistics centers in Africa, with a business volume of 2.4 billion yuan in Africa.
"There is enough space for trade between China and Africa." Boda Group vice president Lu Musu told the International Business Daily reporter, however, for most Chinese companies, it is not easy to open up the market in Africa, which is far away from the ocean. Years of development experience in Africa let Boda understand the local market demand, and accumulated marketing, channel resources, these resources and advantages to the public platform, will undoubtedly improve the effectiveness of China-Africa trade cooperation.
Boda is headquartered in Foshan City, Guangdong Province. As an important manufacturing base and export base in China, Foshan's ceramics, household appliances, furniture, lighting and sanitary ware and other household products have a strong industrial base and a complete industrial chain. In order to promote the export of Foshan pan-household products to Africa, the operation of the common service platform naturally falls on Boda.
In 2018, Boda Pan-Home brand Africa (South Africa) Exhibition and Experience Hall was identified as Foshan Pan-Home Brand Products (South Africa) exhibition and experience Hall. Experience hall is located in Johannesburg, South Africa, located in South Africa's national building materials wholesalers centralized procurement of regional center, in addition to the exhibition center, also equipped with duty-free warehouse and logistics distribution center. At the same time, the nearby transportation is convenient, only 8 minutes' drive from South Africa's largest international airport, and about 1 km from national Highway N12 and airport high-speed R21, which has unique location advantages in product display and promotion and warehousing and logistics.
The exhibition and experience hall can provide enterprises with diversified services such as financing, customs clearance, logistics warehousing, display and sales, and the information system can help enterprises timely control the whole process of the supply chain from placing orders to overseas warehousing. Due to the variety of cooperation modes, enterprises can choose to deal with foreign customers directly, or choose to deal with the platform, which also supports domestic delivery and foreign delivery two ways.
Under the strong support of relevant departments such as the Foshan Municipal government and the Municipal Bureau of Commerce, the exhibition experience Hall has led 55 enterprises such as Jinitao, Galanz, Chigo and Yajie Hardware to share platform services, and has become an important platform for Foshan enterprises to explore the South African market.
Make the business bigger and expand the impact
At present, the products displayed and operated by Boda Pan-home brand Africa (South Africa) Exhibition and experience Museum mainly include ceramic tile, hardware, home appliances, FMCG, daily necessities, furniture, etc. There are more than 2000 local distributors in South Africa, covering 9 provinces in South Africa. And through the bonded warehouse product sales radiation to southern Africa Namibia, Botswana, Zimbabwe and other countries. In the first nine months of 2019, the exhibition experience hall drove Foshan enterprises to export 12.77 million US dollars.
The exhibition experience hall has significantly increased the attention and enthusiasm of Foshan enterprises for the African market. In the past year, a large number of Foshan enterprises have visited Africa and contacted with the exhibition and experience museum for cooperation.
Boda wants to do a lot more. "In the next 3 to 5 years, Boda pan-home brand products Africa (South Africa) exhibition and experience hall will strive to increase the number of Chinese enterprise customers served to 1,000, so that the sales of marketing service platform in South Africa to 3 billion yuan, so that the sales of the entire Africa to 10 billion yuan." Lu Moudu said that Boda should strive to build the most influential marketing service platform in Africa.
In order to further improve the effectiveness of marketing services and expand its influence, the exhibition and experience Museum will focus on the transaction effect, and promote the transaction of enterprises in the center through media publicity, promotion meetings, matchmaking meetings, etc. Strengthen cooperation with large enterprises in mainstream business; Build online + offline sales channels, take advantage of Boda's first-mover advantage in Africa, provide offline product experience services for local customers in Africa, and introduce the online sales mode of platform to terminal stores, so that pan-home enterprises can get more opportunities to display products in all channels; And expand production capacity cooperation, so that Chinese enterprises in Africa to achieve manufacturing and sales integration.
Lu told reporters that at present, Boda has built six operating platforms in South Africa, Mozambique, Tanzania, Kenya, Ghana and Nigeria. In the future, Boda will gradually build new operating platforms in other African countries, bringing the number of sub-platforms in Africa to about 15. At the same time, in order to achieve win-win development between China and Africa, the Exhibition and Experience Museum will also actively explore the import business from Africa and promote China's import of African agricultural products and gems.
Africa's current economic development is equivalent to China's level in the 1980s and 1990s, with great potential for economic growth. However, at this stage, the local manufacturing level is difficult to meet the consumer demand of the public, and there is a large demand for imports. At the same time, the concept of brand consumption in the minds of some African people sprout, in addition to the basic function, they also began to pay attention to the quality of the product. "Advanced ideas coexist with backward reality, and this imbalance and gap also make the South African exhibition experience Hall's business opportunities and challenges coexist." Lu Moudu said that the establishment of marketing platforms in more African countries and the expansion of marketing channels require a lot of capital investment, hoping that the relevant government departments can give support in financing, so that Boda can better help the development of China-Africa trade.
The picture shows the ceramic tile products displayed in the Africa (South Africa) Exhibition and Experience Hall of Boda Pan-Home Brand
