The Russian Export Center is expanding the infrastructure for promoting domestic goods in one of the key foreign markets. To strengthen the physical presence of Russian products in China, the second official operator of the national pavilions, the Beijing Fushi Trading Partnership, has been selected. The corresponding agreement was signed by Alexey Solodov, Vice President of the Russian Export Center, and Jiang Ruitao, Deputy General Director of the Chinese company.
The decision is related to the scale and specifics of the Chinese market, where steady demand is formed only with a permanent offline presence. National pavilions under the Made in Russia brand are becoming not just a showcase for Russian companies, but a tool for systematically entering the Chinese market.
With the expansion of the operator's network, the geography of the presence of Russian products will increase significantly. The new and existing sites will operate in the provinces of Henan, Gansu, Guizhou, Hubei, Hunan, Qinghai and Yunnan, as well as in the special administrative regions of Hong Kong and Macau. It is planned to open a new pavilion site in Henan Province, which will enhance coverage of the central regions of the country.
The new operator will work in parallel with the existing Ehaibao company, which will cover almost the whole of China and build a more dense network of points of contact with distributors, retail chains and end consumers.
For Russian exporters, the national pavilions of the REC serve as a full-fledged "entry point" to the market. They provide support during the conclusion of export contracts and B2B communications, product placement in large retail chains and marketplaces, organization of tastings and presentations, as well as comprehensive marketing and logistical support.
Alexey Solodov, Vice President of the REC, emphasized the strategic importance of China for Russian exports:
"The Chinese market is an absolute priority for us, but competition here requires not only high-quality exporters, but also a constant physical presence. The program of Russian national pavilions is steadily developing, transforming from demonstration sites into full-fledged entry points for our business. We see that in China, naturalness, environmental friendliness and transparency of the origin of goods are especially appreciated — everything that the "Made in Russia” brand embodies. We expect that the Operator of the pavilion, represented by the Beijing Fushi Trading Partnership, will help our companies build effective logistics and marketing chains in various parts of China, ensuring the recognition of our products in regions where demand for high-quality imports is growing at a faster pace."
The expansion of the network in China fits into the broader strategy of the REC to develop the offline presence of Russian goods abroad. Today, national pavilions are successfully operating not only in China, but also in Vietnam, Egypt, the United Arab Emirates, Turkey, Saudi Arabia and India, bringing together more than 170 Russian manufacturers.
