Analysis of effects of Chinese penetration of the distribution sector in sub-Saharan Africa: changing roles and new competitive challenges for local distribution players

Analyse des effets de la pénétration chinoise dans le secteur de la distribution en Afrique au sud du Sahara: recomposition des rôles et nouveaux enjeux concurrentiels pour les acteurs locaux de la distribution

Ibrahima Ibrahima (), François Ntsama () and Anaba Ehongo
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Ibrahima Ibrahima: ESSEC Business School de Douala
François Ntsama: ESSEC Business School de Douala
Anaba Ehongo: ESSEC Business School de Douala

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Abstract: China's international expansion in SSA has resulted in the establishment of a large number of small distributors. These retailers are significantly changing the architecture of the retail sector in SSA, with a significant impact on the activity of local distributors, and on competitive landscape. Theories on the internationalisation of sales formats emphasise on retailer strategies, ranging from replication of a sales format to adaptation to adapting to new market conditions. They also emphasise the attributes of and changing consumer expectations, by taking into account the psychological and experiential dimensions of consumption. The spread of new sales formats based either on the development of cross-disciplinary consumer or category management, are helping to create synergies between small Chinese distributors and traditional African sales formats to the detriment of modern retail chains. By adopting atypical distribution practices, Chinese traders are triggering new commercial dynamics in three areas: structuring the traditional distribution sector by broadening the range of products on offer, strengthening informal distribution and challenging the leadership of modern distribution brands.

Keywords: distribution; sales form; China; Africa; informal distribution.; forme de vente; Chine; Afrique; distribution informelle.; distribution forme de vente Chine Afrique distribution informelle. Classification JEL : M31 Type de papier : recherche théorique distribution sales form China Africa informal distribution. JEL classification: M31 Paper type: theorical research; distribution informelle. Classification JEL : M31 Type de papier : recherche théorique distribution; informal distribution. JEL classification: M31 Paper type: theorical research (search for similar items in EconPapers)
Date: 2025-03-02
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Published in International Journal of Accounting, Finance, Auditing, Management and Economics - IJAFAME, 2025, 6 (3), pp.517 6. ⟨10.5281/zenodo.15107277⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05112185

DOI: 10.5281/zenodo.15107277

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