Gorillas Coffee Sells 1.5 tonnes of Rwandan coffee beans within seconds at Alibaba online auction

By Nicole Kamanzi M.
On 15 May 2020 at 09:01

About 1.5 tonnes of Rwandan roasted coffee beans sold within seconds on an online live streaming event aimed at promoting Rwandan coffee in China.

The online event was organized by the Rwandan embassy in Beijing aimed to promote Rwandan coffee which is available on the Chinese e-commerce market, thanks to the eWTP (Electronic World Trade Platform).

The 3000 bags of coffee (500grams each) packed by Gorillas Coffee Rwanda were sold at ¥ 118 (Yuan) per packet, equivalent to Rwf15, 536 each, making a total of about of Rwf46.6million in just 60 seconds.

Rwanda and the Chinese e-commerce giant Alibaba in 2018 signed an agreement that opened doors for small businesses in Africa to take part in the cross-border electronic trade by availing their products to the Chinese market through the eWTP platform.

As a result of the agreement, Rwandan coffee is available on Alibaba’s platforms and coffee lovers in China can access the product through Tmall, a subsidiary online platform of Alibaba.

This is the second time for such an event to be organised by the Rwandan embassy in China. Earlier this year, in a similar event held in Hangzhou City, up to 2,000 packets of Rwandan coffee were sold in about 10 minutes.

Rwanda’s Ambassador to China Amb. James Kimonyo and Eric Jing; Alibaba Group Director and Executive Chairman of Ant Group, joined a live-streamed sale event dubbed “National Treasure” organized by Alibaba Group Thursday evening.

“It is something that is very important. It removes middlemen between the Rwandan farmers and Chinese consumers. This increases the prices (for the farmer) naturally. That has made our farmers earn 4 dollars more. Before they were selling a piece for 8 dollars, now after joining the eWTP, the price went up to 12 dollars,” said Rwanda’s Ambassador to China Amb. James Kimonyo.

David Ngarambe, the CEO of Rwanda Coffee Company, said that such live streaming assists them in creating brand awareness, and make sales.

Wang Jiaxin, the Economic and Commercial Counselor at the Chinese embassy, in Rwanda said that Rwandan coffee has become more and more popular in China, and some branded coffee chains have it, for instance, Starbucks.

He added that well-developed e-commerce is greatly contributing to the increasing popularity of Rwandan coffee in the Asian country.

Last year, Gorillas Coffee Rwanda sold on the same platform a batch of 2000 packets of aroma coffee in just 20 minutes, meaning that this time around the sale was a historical record of its own.

Rwanda’s Ambassador to China Amb. James Kimonyo joined a live-streamed sale event dubbed “National Treasure” organized by Alibaba Group Thursday evening.
The 3000 bags of coffee (500grams each) packed by Gorillas Coffee Rwanda were sold at ¥ 118 (Yuan) per packet,
David Ngarambe, the CEO of Rwanda Coffee Company, said that such live streaming assists them in creating brand awareness, and make sales.

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