E-Com­merce Pro­vides Boost For China-ASEAN Trade


NAN­NING (Xin­hua) - Yang Hong, vice president of Viet­namese footwear com­pany Binh Tien Imex (Biti’s) has not missed a sin­gle China-ASEAN Expo in 14 years.

Dur­ing the pe­riod, Biti’s has be­come an in­creas­ingly pop­u­lar brand in China, with sup­ply of­ten fall­ing short of de­mand. But at the on­go­ing 14th Chi­naASEAN Expo, Yang ad­mits he has wor­ries.

“To ex­pand our busi­nesses in China, we have to find big­ger, in­flu­en­tial part­ners in­stead of con­tin­u­ing to rely on small dis­trib­u­tors, who of­ten do not en­joy tax ad­van­tages and have lim­ited chan­nels to sell,” Yang says.

One of the so­lu­tions is to ex­pand the busi­ness on­line. Yang says the com­pany is al­ready in talks with Chi­nese e-com­merce gi­ants such as Alibaba for po­ten­tial co­op­er­a­tion. E-com­merce could add 1-2 mil­lion yuan (about 152,750 to 305,500 U.S. dol­lars) to the com­pany’s sales every month, Yang says.

An in­creas­ing num­ber of com­pa­nies in ASEAN are see­ing e-com­merce as a new growth en­gine for China-ASEAN trade. E-com­merce gi­ants are also try­ing to tap into a mar­ket with a pop­u­la­tion of about 2 bil­lion and grow­ing pur­chas­ing power.

“China and ASEAN has great po­ten­tial for co­op­er­a­tion in e-com­merce,” says Qian Kem­ing, China’s vice min­is­ter of com­merce, on the side­lines of the expo, which runs from Tues­day to Fri­day in Nan­ning, cap­i­tal of south China’s Guangxi Zhuang Au­ton­o­mous Re­gion.

Many Chi­nese e-com­merce com­pa­nies have al­ready launched cam­paigns in ASEAN, im­prov­ing bi­lat­eral trade. JD.com, for ex­am­ple, sold more than 115,000 Thai duri­ans to Chi­nese cus­tomers in a sin­gle day in May, a record on its fresh food e-com­merce plat­form.

Sun­ing.com, an­other e-com­merce plat­form in China, op­er­ates a China-ASEAN e-com­merce plat­form, which was es­tab­lished in late 2016. It has had well over 1.2 mil­lion or­ders and sales over 26 mil­lion yuan.

“For Sun­ing’s over­seas op­er­a­tion, the South­east Asia mar­ket is of sig­nif­i­cant strate­gic value,” said Fan Chun­yan, vice president of Sun­ing.com.

On the side­lines of the expo, the Guangxi branch of China Post signed a mem­o­ran­dum of un­der­stand­ing with the Malaysia Ex­ter­nal Trade De­vel­op­ment Cor­po­ra­tion, promis­ing to sell Malaysian prod­ucts, in­clud­ing cof­fee and beauty prod­ucts, on its e-com­merce por­tal ule.com.

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