Chinese Brands Emerging in Africa

Aminu Gariba, Yu Jun Ying


Chinese products have emerged as popular items of trade among African countries.  A wide variety of products from China are exported directly to Africa markets.  As a result, China's trade with Africa has been recorded favorable growth within the pass years.  Chinese brands’ on debut on the Africa market has been faced with barriers such as cross-culture brand building, global operations, and other trade issues. The price-sensitive markets in Africa have welcomed the easy availability of low-priced Chinese goods. Traders and merchants have also ventured in African market in order to seize the opportunity to increase their profit margins. Many African businessmen have begun stated sourcing good directly from the factories instead of going through middlemen and by so doing their profit margins have increased. This trend can be recognized in almost all of the countries on the continent and its effects are clearly visible. There has been a marked increase in the influx of flooded with low-priced Chinese goods; China is now the main supplier to Africa of goods such as tires, automobile part, mobile phones, electronics, computer hardware, furniture, or machinery.

Keywords: Africa, China, Africa’s Market, and Chinese Brands, Foreign Imports

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