In recent years, the China–CIS export corridor has evolved from a niche trade route into a strategic supply chain opportunity for businesses across Eurasia. China remains the world’s manufacturing powerhouse, while the CIS region is experiencing growing demand for affordable, high-quality everyday consumer goods — such as food, beverages, household products, and personal care items. This makes the potential for long-term export success greater than ever.
However, many entrepreneurs struggle to move beyond small shipments or fall into common traps when entering the Chinese market. To understand what it takes to build a profitable and scalable export business, we spoke with Yerbol Sultanov, an expert in China–CIS trade and partner at Busy China. Drawing on years of hands-on experience, he shares how to grow from one-off deals to sustainable logistics operations.
How did you get started in the export business from China, and what inspired you to found Busy China?
Yerbol Sultanov: I wasn’t the original founder of Busy China — I started as a purchasing manager. Through consistent results and a hands-on approach, I earned a stake in the company and became a partner. This role gave me deep insight into the complexities of exporting from China and helped me build strong supplier and client networks. More recently, I launched my own independent company, which allows me to explore new directions and manage transactions in parallel with my work at Busy China.
What sets Busy China apart from other trading companies, and how do you personally contribute to that strategic difference?
Busy China is not just another trading company based in China. We primarily work with developing markets, and our approach is fundamentally different from traditional players. We’re not driven by price wars — our priority is quality: both in the goods we supply and in the level of service we deliver. In fact, while other companies operating at our scale might employ 30 or more staff, we run efficiently with a team of just 10.
We don’t try to be everywhere or take on every opportunity. Instead, we work directly with factories, acting as a strategic bridge between manufacturers. There are no endless layers of intermediaries — no “fifth-hand” deals. This direct model allows us to build long-term trust, deeply understand client needs, and act with purpose rather than volume.
Today, I personally oversee all operational aspects of the company and lead its major projects. For me, strategic clarity and long-term thinking are more important than chasing every trend. We avoid spreading ourselves too thin and instead make thoughtful decisions that lead to sustainable success for both us and our partners.
How does exporting everyday consumer goods differ from other product categories when exporting from China?
Yerbol Sultanov: At first glance, this category seems easy — you can test products quickly and start small. But operationally, it’s one of the most demanding areas. You’re dealing with a wide range of products, each of which needs specific documentation and testing certificates tailored to different customs zones. Logistics is a puzzle: you must avoid overloading, underutilized space, and inefficiencies. Regulatory compliance is strict — one paperwork error can cost thousands. Even temperature and shelf life are critical. For example, we only ship chocolate in refrigerated containers during summer, and beer only in winter. Precision isn’t optional — it’s what makes the entire system work.
What strategies do you recommend for turning one-off export deals into long-term, scalable supply chains?
Yerbol Sultanov: There’s no one-size-fits-all model, but three principles help. First: pricing. Clients come to China to reduce costs, so we keep our margins minimal and transparent — working like wholesalers. Second: relationships. It starts with a meeting, but trust comes from consistent communication and follow-through. Third: flexible payment terms. We offer deferred payments or trade credit depending on trust and deal size. The goal isn’t a single sale — it’s to build a reliable, growing system.
Can you share a case study where your company helped a client scale from small shipments to a consistent supply chain?
Yerbol Sultanov: A great example is a client from Belarus. We started in 2021 with a small order of tactile tiles for the visually impaired. He had been importing from Europe, so our pricing from China impressed him. After a successful first shipment, he gave us an additional bonus — rare in B2B. Over time, he expanded into machinery and chemicals. Now, he has a team and remains one of our most trusted partners. We even refer new clients to him. The real value isn’t just the product — it’s the trust and shared growth.
What are the most common mistakes entrepreneurs make when starting to export from China to the CIS region?
Yerbol Sultanov: The biggest mistake is underestimating the cultural and language gap. Many skip translators or local advisors, assuming that business will work the same way it does at home. But without understanding how Chinese suppliers negotiate — especially in inland regions — it’s easy to lose money or trust. Another common error is relying on grey logistics schemes. These unofficial cargo routes may appear cheaper at first glance, but they carry legal risks, hidden costs, and don’t scale. Professionalism from day one is what separates a one-time deal from a sustainable business.
How do you see China–CIS exports evolving in the next 3–5 years, especially in the area of everyday consumer goods?
Yerbol Sultanov: China will remain the leading source of goods for the CIS region. Relocating production elsewhere takes time, and “Made in China” still defines global trade. Despite internal challenges, China’s export potential continues to grow — especially with investments in foreign ports and production facilities. We’re just entering a new phase of expansion. If someone thinks they’re late to the market — I’d say the real opportunity is only beginning.
What advice would you give to entrepreneurs looking to enter the China–CIS export business today?
Yerbol Sultanov: Start by understanding the risks. Jumping into China trade without research or planning is dangerous. Selling is harder than finding a supplier — that’s why I focus on B2B. If you’re stuck, ask questions. What’s new to you is routine for someone else. One good answer can save you months. Above all, don’t give up too early. This market is vast and always shifting — persistence and timing matter more than luck.
How does Busy China support companies in managing cross-border trade and supply chains?
Yerbol Sultanov: We offer full-cycle support — from sourcing and certification to customs and logistics. We help clients avoid costly errors and ensure that shipments are both compliant and scalable. For many clients, we’re more than a supplier — we’re a partner. Whether you’re sending your first container or your fiftieth, our role is to bring structure, clarity, and long-term thinking to your supply chain.
I am Tristan who loves to ride and spend time with my jenny (horse) and my love Mark. After completing my graduation, I have been working as an accountant in a private firm in Cologne.
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