New stores under the Made in Russia brand in Xuchang, China

Russian Export Center (REC, VEB.RF Group) continues to expand its retail network for promoting domestic products in China. In Xuchang (Henan Province), two more stores officially opened under the Made in Russia national brand within the Russian national pavilions. With these new locations, the total number of stores in Xuchang has increased to three. The project is being implemented in partnership with the Chinese company Henan Hangcai Industrial Co., Ltd. Expanding its presence in Henan Province allows Russian manufacturers to gain direct access to consumers, bypassing lengthy chains of intermediaries, and allows residents of the region to purchase authentic, high-quality goods round the corner. The stores offer hundreds of products, from confectionery and groceries to beverages and everyday goods. Recognizable brands such as Krokant, Alenka, Uncle Vanya, and Makfa are on display, as well as natural honey, vegetable oils, and dairy products from leading Russian manufacturers. All products are shipped directly from Russia and undergo official customs clearance, guaranteeing their 100% authenticity and safety. "Network of retail stores under the Made in Russia umbrella brand is a key step in developing delivery from Russian manufacturers to end consumers abroad. Direct presence on shelves in dynamically developing regions like Henan allows us to ensure maximum recognition of Russian products and guarantee Chinese consumers the quality and legitimacy of every purchase. We see growing demand for eco-friendliness and organicity, which have become the hallmark of Russian export, and we plan to further expand our product line, including with new products entering the Chinese market for the first time," Alexey Solodov, Vice President, Russian Export Center. The first visitors to the new stores have already appreciated the convenience of the offline format. The opportunity to personally verify the authenticity of a product and evaluate its organoleptic properties on-site significantly increases customer loyalty, as previously they were forced to rely on online orders or the services of private intermediaries. According to REC, the Made in Russia brand development strategy in Henan Province entails further opening of new locations and expanding the product portfolio. This project not only contributes to the growth of non-resource, non-energy exports but also strengthens cultural and economic ties, becoming an effective tool for Russian-Chinese trade cooperation. It should be noted that Russian national pavilions abroad are a key tool for Russian Export Center (REC) in promoting domestic products in priority markets. Currently, pavilions and associated retail chains operate in China, Vietnam, Egypt, the UAE, Türkiye, Saudi Arabia, India, and Jordan. Russian Export Center (REC, VEB.RF Group) is a government institution that supports non-resource and non-energy exports. It provides companies from various industries with both financial and non-financial support at all stages of entering international markets, including as part of the International Cooperation and Export national project. Most services offered by the REC Group are available online on My Export digital platform. Businesses have access to training on all aspects of export activities through the REC Export School, part of the Group. REC is also responsible for the key functions of supporting and implementing the Made in Russia program.