Chinese businessman Xiao Libin, who registered an individual entrepreneur in Yakutia, sold artificial Christmas trees and garlands worth 109.6 million rubles on Wildberries in December 2024. He ranked second among the top 10 Christmas tree sellers in the largest Russian market.
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The results of the work of the Yakut individual entrepreneur Xiao Libin in Russia are evidenced by the data of the Moneyplace and Kontur.Fokus service, reviewed by RB.RU. We are talking about goods placed in the Wildberries warehouse (FBO system). Using the FBS system, from his own warehouse, the Chinese businessman sold Christmas trees and garlands for another 17 million rubles, according to Moneyplace estimates.
Xiao Libin mainly sold artificial Christmas trees at Wildberries; these generated most of the revenue (about 100 million rubles). In the assortment there were also garlands. In total, the businessman presented 52 products under the Grand Elka brand.
The average bill of individual entrepreneurs for wild berries in December was 6.5 thousand rubles. The businessman managed to complete 16.8 thousand orders in one month. The peak of sales occurred on December 17, when income reached 8.6 million rubles per day, and the highest income was recorded on December 31 – 11.3 thousand rubles.
Total revenue from the keywords “artificial Christmas trees” on Wildberries in December amounted to 790 million rubles, the average bill was 3 thousand rubles. Among sellers, Russian Digital Retail LLC was in the lead with a sales share of about 10%, and Xiao Libin was in second place in terms of revenue, slightly behind the leader (about 9%). At the same time, the average bill of a Chinese businessman became one of the highest among products sold under the keyword “artificial Christmas trees” – 14 thousand rubles.
Reasons for success
Independent public relations consultant Denis Goldman, who previously headed the external press service of one of the leading markets, called Xiao Libin’s case exemplary. “One-way store, reasonable prices, seemingly good quality of products, participation in market loyalty programs, beautiful informative photographs, detailed description of the product (also affects the emotional component), all features, fast delivery (1-2 days in the Central Federal District)”, — the expert listed the advantages of the entrepreneur’s approach.
Goldman added that Xiao Libin decided to bring the products to Russia and registered a company in Yakutia, gaining an advantage in delivery time compared to competitors from China. Investments in advertising helped promote the online store: the store even appeared in New Year’s selections on the market, the expert noted.
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Other Chinese sellers are also successful in Russian markets. For example, Chinese businessman Jiang Bin is the owner of Qianzhidu LLC, which markets Wildberries (clothing sales, revenue in December 116 million rubles, in November 103 million rubles). Chinese citizen Liu Weidong is the owner of Feilai LLC (footwear sales, revenue in December 24 million rubles, in November 5.2 million rubles). Another individual entrepreneur from China, Wang Yongkang, started selling shoes on Wildberries and earned income of 11.7 million rubles in December, 4 times more than in November.
Chinese sellers and their advantages.
The founder of the Telegram project “Market Development” and experienced seller Maxim Popov believes that the Chinese are still making only their first attempts to enter the markets in Russia. “They are definitely testing our market, slowly entering the markets, but so far they are quite unprofessional and making a lot of mistakes. They are still afraid to send complete goods to our warehouses and many of their processes are structured completely incorrectly. For example, many times they fill out the cards incorrectly,” said the expert.
Popov added that the peculiarity of Chinese players is that, for example, they are ready to work “to zero” for a whole year, for a reputation, in order to quickly promote their cards. Russian sellers immediately focus on profits. With the arrival of the Chinese, there is “some dumping” in some niches, which means that difficulties arise for Russian players, Popov noted.
The expert believes that in the near future the number of Chinese sellers may increase. “Professional Chinese players who earn enough money are not yet a mass phenomenon. But many Chinese manufacturers who gained access to Wildberries began to partner with professional Russian sellers to enter the Russian market,” Popov said.
He added that the Chinese usually receive products from China at a lower price, but this is not their only advantage. Even the Chinese who do not have their own factories are better negotiators with their fellow citizens than the Russians.
“The Chinese and the Chinese will naturally achieve better purchasing prices and higher quality products. Furthermore, Chinese factories consider their entrepreneurs a priority,” says Popov. But at the same time, many sellers from the Middle Kingdom have a “dumb and trial” attitude towards the Russian market, for example, they do not even consider it necessary to translate the inscriptions on the boxes, the expert added.
Goldman adds that the appearance of Chinese sellers in Russian markets is a natural phenomenon: sellers seek to diversify their businesses by expanding their platforms. “In any Chinese market there is monstrous competition, the Chinese are no strangers to it and have already learned to work in those conditions. In fact, a large part of Russian sellers buy from Chinese markets and resell products with different margins on the Russian site. Why shouldn’t the Chinese do it? – asks the expert.
With the increasing number of Chinese in Russian markets, small Russian stores and manufacturers who cannot invest in advertising or do not want to diversify their sales markets, as well as those who are just entering online commerce, will be the most affected, he said. Goldman. .
Author:
Ekaterina Strukova
Source: RB

I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.