During a public class on livestreaming e-commerce organised by Hongqiao Import Commodity Exhibition and Trading Centre in Shanghai, Abdou Yahouza Mariama from Niger and Zvavarumbi Prince from Zimbabwe experienced firsthand the pressure of this line of work during a mock livestreaming session. As newcomers, they were visibly nervous and timid when they first stood in front of the camera to showcase products for sale. 

On 18 May, 40 international students from Shanghai Dianji University participated in this public class where they acquired theoretical knowledge about livestreaming e-commerce. They also had the opportunity to gain hands-on experience by participating in a mock livestreaming session in a real studio setting. This practical exercise enabled them to immerse themselves in the entire process of livestreaming e-commerce, gaining insights into the various tasks involved. 

The public class project initially began as a teaching initiative targeted at businesses located within the centre, which is also known as Hongqiao Pinhui. However, in response to the pressing need from universities to train talents in this emerging field and to create a talent pool, Hongqiao Pinhui collaborated with Shanghai Yibo Internet Technology to hold organised livestreaming classes for Shanghai Dianji University and Shanghai Minhang Polytechnic in May and June. 

Zhu Jing, deputy general manager of Shanghai Hongqiao International Imports Exhibition and Trade Co., said, “Training Silk Road e-commerce talents and providing livestreaming training for international students from partner countries at universities is an important part of Hongqiao Pinhui’s operation mechanism. Each year, we aim to train 100 foreign livestreamers.” 

Silk Road e-commerce has emerged as a new way to tap into China’s expansive market. Leveraging its platform and operational advantages, Hongqiao Pinhui Livestreaming Base is actively expanding Silk Road e-commerce. The base provides services to CIIE exhibitors from the Belt and Road Initiative (BRI) partner countries. With its distinctive emphasis on foreign live streamers, the base facilitates the participation of overseas businesses in the Digital Silk Road, thereby facilitating market entry for high-quality enterprises and their products from partner countries.

A platform for all 

At the CIIE Bazaar City Arena in Shanghai, Serbian wines and delicacies are prominently displayed, allowing Chinese consumers to sample and purchase these products as if they have travelled to the banks of the Sava River. 

This culinary feast was made possible through a Serbian products promotion event held on 11 May at Greenland Global Commodity Trading Hub in Shanghai. During the event, Sasha Jeremic, acting consul general of Serbia in Shanghai, introduced the recently approved Serbian products such as fresh blueberries and wines for import into China. He stated, “Serbia’s exports to China have been increasing annually, reaching a record of $1.2 billion in 2022. More and more Serbian enterprises are interested in exporting to the Chinese market. The upcoming China-Serbia Free Trade Agreement, set to take effect on 1 July, is expected to unleash vast opportunities for Serbian businesses in the preserves, fresh fruits, frozen fruits, brandy, and wine sectors.” 

“Through events such as the CIIE Bazaar, high-quality Serbian products can now reach the general public. The Silk Road E-commerce Serbian Wine Festival has been launched both online and offline, providing consumers the option to purchase products online or experience them in person,” said Xue Yingjie, general manager of Greenland Global Commodity Trading Hub. 

Meanwhile, at the CIIE Bazaar City Arena, the New Zealand Pavilion also attracted considerable attention, particularly with their honey yogurt, with sales of 500 cups daily. Shi Qunyi, head of the New Zealand Pavilion, expressed satisfaction with this performance and characterised it as a prime opportunity to introduce New Zealand’s local products to Chinese consumers.  

In this regard, Xue told China Today that the CIIE Bazaar City Arena hosts 25 national pavilions showcasing over 5,000 products with distinctive national characteristics. Nearly 80 percent of these products originated from Silk Road e-commerce partner countries. Since its inception, the CIIE Bazaar City Arena has launched a variety of promotional campaigns, attracting a daily average of nearly 10,000 visits. 

An increasing number of BRI partner countries are seizing the opportunities presented by the Silk Road e-commerce pilot zone in Shanghai to seek higher level of cooperation and mutual benefits. Nepal, for instance, aims to establish a Chinese goods centre in its capital Kathmandu, to increase the import of Chinese electronic products and electromechanical equipment.  

Forty-eight pavilions for BRI partner countries and 22 pavilions for Silk Road e-commerce partner countries have been established, collectively showcasing over 15,000 products, Xue told China Today.  

Opportunities for all  

Ethiopian coffee exhibitor Addis, participating in the CIIE for the first time in 2021, decided to set up a base in the Hongqiao International Coffee Port due to its confidence in the Chinese market. Over the past two years, it has successfully launched two coffee trading companies, achieving a remarkable transformation from exhibitor to investor. 

“Their coffee beans are shipped directly from Africa and sold at the Hongqiao International Coffee Port using a combined store-warehouse trade model,” said Zhu.  

Employing intelligent logistics and inventory management to reduce costs and improve response speed, the new quality productive forces facilitate the construction of a more efficient and transparent supply chain management system for Silk Road e-commerce. Addis has reaped the benefits of this approach. Operating from the advantageous Hongqiao International Coffee Port, which hosts a multitude of coffee-related enterprises, Addis has optimised its operations. It strategically selects cost-effective roasting and processing facilities, significantly boosting the value of its coffee beans five to 10 times through deep processing. Facilitated by the transportation infrastructure of Hongqiao International Central Business District, Addis can easily connect with coffee traders and buyers nationwide. As a result, over the past two years, Addis has achieved a remarkable five-fold increase in sales. 

Silk Road e-commerce cooperation demonstrates China’s achievements and expertise in applying technology and innovative e-commerce models.  

The Digital Silk Road addresses the longstanding infrastructure and technological barriers that have hindered economic progress in developing countries. Through collaborative initiatives such as building cross-border e-commerce platforms and smart logistics systems, the Digital Silk Road aims to integrate more countries into the global supply chain. The international cooperation platform of Silk Road e-commerce is set to expand further, offering new opportunities for all parties to capitalise on market opportunities.

African Times published this article in partnership with ChinAfrica Magazine