Trust Across 8,000 Kilometers: A Trader’s Lesson From China

On Dengfeng Street in Guangzhou, you can see people of all colors under the streetlights at night. The Nigerian businessman, Ahmed, leaves the office building carrying a cluster of sample umbrellas. His face is a cocktail of frustration and relief.

Learning the Hard Way: Price Isn’t Everything

“When you think you’re smart, you’re the easiest to be conned,” he says.

It was his third month in China in 2017. He and a friend had scraped together enough money for their first major order: 6,000 promotional umbrellas for a political rally in Lagos that had paid, and now they were in his living room. The supplier was an acquaintance he met at the Yiwu market. The cost was extremely low, and the packaging seemed O.K.”
“They said the quality was good, and the price was 30% cheaper than others,” Ahmed said. He was excited and forked over the deposit without a lot of checking around. He then returned to Africa to await the delivery.
The goods turned up two months later.

But when he got to the first box, he was in utter shock.
The handles were of flimsy, plastic quality with a rough feel to the touch. The frames were unscrewed and broke easily. The print was pixelated and off-kilter. And many umbrellas wouldn’t open at all. “Right then, I knew I had lost,” he says.
Not only is he out of money, but he’s also lost his customers’ trust.

Finding the Right Partner: Meeting Hfumbrella

After that bad experience, Ahmed began rethinking the possibilities of doing business between Africa and China. He discovered that products may appear to be the same, but their quality can vary widely. In a price war of sorts, it isn’t about saving money at all costs but about finding the right providers to partner with.

One of those days, a friend who is also a fellow African businessman connected him to a custom umbrella factory in Guangdong—Hfumbella. This factory has been working on export orders since 1987. They weren’t the cheapest, but they were straightforward and reliable. And every step could be accounted for, from the materials to production videos.
“They don’t promise incorrect promises. But the items they deliver have never failed me in Africa,” Ahmed says. “As a broker, I am afraid of errors. Steadiness is the greatest profit.”

Three Tips for Fellow African Traders

Today, Ahmed is called the “buying guide” in his African circle. Newcomers often ask how to find good factories to work with in China, and he has three tips that he always imparts upon them:
Look closely at product quality, not just price.
If you can’t get to China, search on Google and find factories with websites and track records.
Deal with suppliers whom other African traders have dealt with and trusted. A good referral beats luck.

Earn Trust, Seize Opportunity

“We African traders are the bridge,” he says. “A bridge cannot break. We are the link to Chinese products for the African market”. If we’re not dependable, no one will rely on us.”
Today, Ahmed’s business is expanding. He sells not only umbrellas and daily goods in Nigeria but also phone accessories and custom gifts.

“There are huge opportunities that exist between Africa and China,” he says. But first, you have to be someone other people can trust. You don’t deserve those chances until then.”

The Broken Umbrella: A Reminder of What Matters Most

Old umbrella — from the bad order years ago — in a corner of his office. He keeps it.

“It’s like — the real thing is — in business, trust is always worth more than profit.