From the Quartz Africa blog:
Rwanda and Ethiopia are using creative marketing approaches to increase their exports to China.
Last week, Rwanda’s ambassador to China, James Kimonyo, rode a bike to deliver Rwandan coffee to a customer who had ordered it from the online retailer JD.com. Donning the company’s attire with JD.com workers in tow, Kimonyo went to the customer’s house, delivered the coffee, and signed a certificate thanking her for buying a Rwandan product.
Later, Ethiopia’s ambassador to China, Teshome Toga, participated in a livestream with top Chinese influencer Li Jiaqi, also known as Lipstick King, on e-commerce retailer Alibaba’s online shopping platform Tmall to launch and sell a brand of Ethiopian coffee in the country. In five seconds, 11,000 bags of coffee of the Arada Coffee brand, in 500 g packets, were sold
Rwanda and Ethiopia are using creative marketing approaches to increase their exports to China.
Last week, Rwanda’s ambassador to China, James Kimonyo, rode a bike to deliver Rwandan coffee to a customer who had ordered it from the online retailer JD.com. Donning the company’s attire with JD.com workers in tow, Kimonyo went to the customer’s house, delivered the coffee, and signed a certificate thanking her for buying a Rwandan product.
Later, Ethiopia’s ambassador to China, Teshome Toga, participated in a livestream with top Chinese influencer Li Jiaqi, also known as Lipstick King, on e-commerce retailer Alibaba’s online shopping platform Tmall to launch and sell a brand of Ethiopian coffee in the country. In five seconds, 11,000 bags of coffee of the Arada Coffee brand, in 500 g packets, were sold

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