Taking advantage of the opportunity of JUMIA to develop its efforts in Africa, CJ Group’s overseas expansion is booming!

CJdropshipping was established in 2014 and began to focus on cross-border dropshipping business in 2015. Ten years of business exploration have made it the top international trade service provider in China. Today, CJ is connected to multiple independent stations and third-party cross-border platforms, and packages are shipped to more than 200 countries and regions around the world. CJ's main products have also evolved from accessories to developing multi-category products of its own brands, such as 3C small household appliances, clothing, and sports and outdoor products.

In the second half of 2023, CJ will enter Jumia as a seller and start its African online e-commerce journey. In Jumia, CJ's sales have grown extremely rapidly. During the sharing process, Turin said that although CJ's business on the C-side of African e-commerce has just started and sales have just surged, the growth trend is there. CJ Group's C-side team has a strong focus on Africa. The business development is very confident.

Around 2018, CJ Group began to dabble in the African market. At that time, CJ was still serving as a cross-border shipping platform, connecting with various third-party cross-border platforms and independent stations, and operating the group's B2B business segment. Having been deeply involved in Africa for many years, CJ's business scope covers North Africa and South Africa, involving countries such as Morocco, Egypt and South Africa.

In response to the specific needs and cultural backgrounds of different countries and regions, CJ Group adopts differentiated product strategies while respecting and integrating into local culture. For example, in North Africa, taking into account the religious beliefs and customs of local Muslims, CJ pays special attention to avoiding the sale of products that may violate religious taboos.

Through strict product selection and quality control, coupled with technological innovation and market insights, CJ's B2B business in Africa has rapidly expanded.

Previously, a statistical report released by digital economy consulting firm TechCabal Insights showed that the turnover of African e-commerce in 2022 was approximately US$32.5 billion, and this number is expected to increase to nearly US$60 billion by 2027. At the same time, the number of consumers participating in online shopping in Africa continues to rise, from 388 million in 2022 to 610 million in 2027.

The bursting vitality of the African e-commerce market is vividly demonstrated in CJ Group’s B2B business segment. “In the second half of 2023, we feel that the time is ripe. In addition, in Africa, CJ’s B-side market is already very large, but the C-side market is already very large. There was still a blank, so we decided to expand into the African C-end market. "Turin said that seeing the results of customers in the African market, CJ is more confident that it can succeed in the C-end business.

As for why he chose Jumia, Turin said: "Because we value the blue ocean market in Africa, we believe in Jmuia's strength and are willing to join forces with such a unicorn technology giant."

In early March this year, CJ launched a batch of home products and accessories on JUMIA. In just one month, its sales reached 600. As new inventory continued to be added to the warehouse, sales quickly exceeded 1,000.

Categories such as 3C electronic products, fashion apparel, shoes and bags, and home appliances are CJ Group’s main categories in the African market. “According to CJ Group’s sales data, we have noticed that among the diversified product lines, African consumers are more interested in apparel, 3C electronics, etc. and home furnishings have shown higher interest and propensity to purchase,” Turin shared.

The consumption preference trends of African consumers reflect consumers’ pursuit of a lifestyle that is personalized and integrated with technology, as well as their emphasis on the comfort and convenience of the home environment. As a result, CJ Group continues to pay attention to changes in consumer preferences and optimizes product portfolio and marketing strategies accordingly.

“Investment in Africa is the future,” Turin asserted. “Look at the popularity of offline markets in these African countries, look at their population growth rates, and then think about China 20 years ago, everyone will have an idea.”

Big sellers, self-employed individuals, traditional foreign trade factories, integrated industry and trade enterprises, brands, OEM white-label merchants... No matter what type of seller they are, Africa's vast market can always provide a stage for display.

"However, novice sellers, or those who have moved from the European and American markets, must have some understanding of the African market and do not underestimate the particularity of the African market. Although online business may not be comparable to the European and American markets in the short term, Don’t be disappointed either. “Turin offers advice for African sellers.