The establishment ceremonies for YIWU SHAWK CO., LTD. and the Promotional Products Division of SHANGHAI MU PROMOTIONS CO., LTD. were held in Yiwu on October 15. Tom Tang, President of MU Group, Ken Huang, Assistant to the President, and heads of most business divisions and companies based in Yiwu attended the ceremonies.
This marked the first time the Group had held new business division establishment ceremonies on October 15, as well as the company’s first “Foreign Trade Social Media Day.” Going forward, new business divisions and companies related to foreign trade social media will be established each year on October 15 and April 15.
YIWU SHAWK CO., LTD. specializes in the home and household goods category, committed to bringing cost-effective Chinese-made products to the Middle Eastern market. Its services cover Gulf countries including Saudi Arabia, the United Arab Emirates, and Qatar, serving Middle Eastern customers with professional and efficient operations.
The Promotional Products Division of SHANGHAI MU PROMOTIONS CO., LTD. focuses on promotional gifts in Southeast Asia. With established product selection expertise, the division accurately matches local market demand and continuously provides overseas customers with quality products at competitive prices, along with supporting services.
David Zeng, Managing Director of the Promotional Products Division, shared his experience: “I have spent 15 years building my career in foreign trade, specializing in promotional products and gifts for the Southeast Asian market. These 15 years have been a period of deep industry involvement, learning, and accumulated experience. At the beginning of my career, I started out independently as a foreign trade SOHO entrepreneur, handling the entire process on my own, including customer development, market research, product selection, order follow-up, after-sales communication, and channel maintenance.
“Moving from working alone as a SOHO entrepreneur to formally joining MU Group marks an important upgrade and transformation in my career. I will fully leverage my hands-on industry experience, accurately address the needs of Southeast Asian markets, actively develop new customers, maintain existing channels, and tap into incremental market opportunities. My goal is to help the company expand its presence and improve performance in Southeast Asia’s promotional products and gifts trade while growing together with MU Group.”
Chen Qingbao, Managing Director of YIWU SHAWK CO., LTD., shared his experience in the Middle Eastern market, where he is now in his 20th year, through three decades of development:
“The first decade was about learning the trade. After graduating in 2007, I joined my family business and went to Dubai to work in mobile phone wholesale. During those ten years, I learned foreign trade sales and gained a deep understanding of the cultures and customs of the Middle East and Africa.
“The second decade was about working side by side with partners. It confirmed two things for me: the Middle Eastern e-commerce market is worth investing another ten years in, and the partnership mechanism can continue to thrive and renew itself.
“The new decade is about setting sail for greater opportunities. We have chosen to join MU Group, where we can move toward becoming a market leader within a stronger organization guided by the right corporate culture. As Tom Tang has said, ‘Double down where you know the market.’ That is exactly what we intend to do: make a major commitment to the Middle Eastern market we know well, leveraging MU Group’s platform.”
Tom Tang noted that October 15 coincided with several important occasions: MU Quality Day, the company’s first Foreign Trade Social Media Day, and the opening of Phase 1 of the 140th Canton Fair, which also marked the 70th anniversary of the Canton Fair. It was also the day the “Expect Challenges from Outer Space” badges were distributed.
Tom highlighted YIWU SHAWK CO., LTD. as a company specializing in cross-border e-commerce in Saudi Arabia and the UAE. Ranked second in Saudi Arabia’s e-commerce sector, the company has both industry experience and an established middle-office operational foundation, making it a valuable example of a partnership model worth studying.
The Promotional Products Division focuses on corporate gifts and promotional products for the Southeast Asian market. Tom expressed the ambition to build a publicly listed company specializing in promotional products and gifts. He emphasized that successful companies achieve strong results and become leaders in their respective sectors. Identifying such talent and projects, and enabling them to grow and scale on MU Group’s platform, is a key priority.
How should the Group approach foreign trade, often regarded as a sunset industry? Tom explained that the answer lies in striving to become a relative leader in each country, product category, and business model, while building stronger resilience against market risks.
“If MU Group reaches US$10 billion in revenue, and within the Group there are 100 companies leading in their respective single categories, products, countries, and business models, we will be a stronger organization,” he said.
Looking beyond the US$10 billion milestone, Tom hopes to see an increasing proportion of companies that rank among the leaders in their respective vertical markets, while reducing the share of businesses with relatively low customer stickiness and limited differentiation. Through this gradual transformation from a large company into a strong company, MU Group aims to progress from US$10 billion toward US$100 billion in revenue.