As trade tensions between China and the United States escalate, Chinese manufacturers are increasingly shifting their focus to Nigeria and other emerging markets to cushion the impact of new tariffs imposed by the U.S. government.
On April 2, former U.S. President Donald Trump introduced sweeping tariff increases, raising duties on Chinese goods by 145%. He also slapped Vietnam with a 46% levy and the Philippines with a 17% tariff—both later reduced to 10% for a three-month negotiation period. These policy changes have had significant repercussions for Chinese exporters, many of whom rely heavily on the American market.
“Goods cannot be exported and money cannot be collected. This is very severe,” said Candice Li, Marketing Manager at Conmo Electronic Co. According to Li, 60 to 70 percent of the company’s business comes from U.S. clients, and the sudden evaporation of those orders has placed immense strain on their operations.
Other manufacturers echoed similar sentiments. Kobe Huang of Shenzhen Landun Environmental Technology reported that U.S. orders for water filters and smart toilets had been frozen, with distributors asking suppliers to “hold on.” For many, the American market—previously China’s largest customer base, accounting for over $400 billion in annual trade—is now largely inaccessible.
In response, Chinese firms are diversifying both their production bases and their target markets. Nigeria has emerged as a key alternative destination. Henry Han, sales manager at Apexto Electronics Co, noted that while the U.S. once made up 30% of their direct sales, that figure has since dropped to just 10%. “We’re shipping more to countries like Nigeria, where demand is increasing,” he said.
David Du of Zealot, a consumer electronics company, highlighted Nigeria’s growing importance. The firm gained popularity there in 2015 after one of its all-in-one speaker products became a best-seller. Du noted that Nigeria now represents 40% of Zealot’s total sales—double the volume of their U.S. market—and the company ships 45 containers there each month. “We are as big as JBL in Nigeria,” he added.
Trade data supports this shift. In 2023, Nigeria imported significant volumes of Chinese goods, including electrical and electronic equipment ($2.88 billion), machinery and nuclear reactors ($2.13 billion), and vehicles ($1.34 billion). Overall, bilateral trade between China and Nigeria reached a record high of $15.1 billion between January and September 2024. Chinese imports from Nigeria also rose by 36.1% year-on-year during the same period.
Despite concerns that global demand may soften due to the broader effects of trade protectionism, China’s exports remain robust. Figures released in March showed a surprising 12% year-on-year increase, with analysts attributing the surge to accelerated orders ahead of the new tariffs taking effect.
Still, many Chinese businesses are treading cautiously, seeking to strengthen ties with emerging economies while diversifying risk. Nigeria, with its large population and growing middle class, is increasingly seen as a strategic market for long-term growth.
As global trade dynamics continue to evolve, manufacturers may find themselves looking beyond traditional partners, investing in new markets like Nigeria that offer both opportunity and resilience in uncertain times.
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