The international fair of online sales of Russian brands will be held in Moscow

On May 17, the International Online Sales Fair of Russian Brands will be held in Moscow on the territory of Zaryadye Park. This pilot event is aimed at promoting domestic products on the Chinese market through leading online platforms, which is one of the most extensive and promising.

"The development of Russian-Chinese relations today is closely linked to digital communications and innovative e-commerce tools. Special attention is paid to expanding the access of small and medium-sized enterprises to the Chinese market through online platforms and joint events. These initiatives create a direct dialogue between businesses, simplify trade procedures and promote effective mutual integration of Russian and Chinese companies into the economy, opening up new opportunities for growth and cooperation between the two countries," said Anton Kobyakov, Adviser to the President of the Russian Federation.

The fair is co-organized by the Ministry of Industry and Trade of Russia, the Russian Export Center (REC, VEB Group.Russian Federation), the Roscongress Foundation and the Agency for Strategic Initiatives. The official partner is the Moscow government. The event is supported by the Chinese Committee for the Promotion of International Trade and is included in the program of the Years of Culture of Russia and China in 2024-2025. The project is being implemented as part of a program to promote domestic products under the national brand "Made in Russia", approved this year on behalf of the President, as well as in pursuance of instructions from Russian President Vladimir Putin following the results of the plenary session of the forum "Strong Ideas for a New Age".

"This is an important event in terms of further strengthening and diversifying Russian-Chinese trade and economic ties and expanding channels of mutual trade. We hope that this project will become a successful example of the effective use of digital technologies in international trade," said Alexey Gruzdev, Deputy Minister of Industry and Trade of the Russian Federation.

The online sales fair in Moscow will launch the "Made in Russia" festival-fair, which will be held in Harbin from May 17 to 21. The events will create a single platform for promoting Russian exports through physical and electronic sales channels.

The event will take place in a specially equipped pavilion in the historical center of Moscow, where a lengthy online broadcast will be organized, during which a blogger from China will talk about Russian goods and offer to purchase them in real time through the international Kuaishou e-commerce platform.

"On the same day as the event in Moscow, a festival-fair under the brand "Made in Russia" will open in Harbin, where products from more than a hundred domestic companies will be presented. By conducting such campaigns and promoting the national brand, we strive to strengthen the positions of Russian manufacturers in the Chinese market, as well as introduce a wide foreign audience to the cultural and valuable heritage of our country," said Veronika Nikishina, General Director of the Russian Export Center.

In the modern world, along with organizing sales through electronic trading platforms (marketplaces), cooperation with popular bloggers and streamers is becoming an effective mechanism for promoting products and increasing brand awareness in foreign markets.

"For the first time, we are hosting an event with a blogger who has 110 million subscribers. This has never happened before. This is a new step and experience that is important for exporters, and a good example for Russian bloggers. We see a significant increase in cooperation between Russian and Chinese businesses at business events, which undoubtedly contributes to a steady increase in demand for Russian goods in China, including through the development of modern online tools - digital channels and marketplaces. Russian companies are successfully integrating into this format, and we are making every effort to further develop it and stimulate demand for Russian business products," said Alexander Stuglev, Director and Chairman of the Management Board of the Roscongress Foundation.

Successful promotion of national brands requires not only technical solutions and the use of modern sales tools, but also consideration of cultural characteristics, creating an emotional connection with the audience.