CIIE Stories | A Sri Lankan Village Sends a Letter of Thanks

"Why is Mr Udumullage using this account today?" "Mr Udumullage is here, should we expect more giveaways?"... When Chiranjaya Udumullage, Founder and Chairman of Sri Road, suddenly appeared in the live stream of "Sri Road", the comments section instantly exploded with excitement. The Sri Lankan businessman, accustomed to the enthusiastic greetings from fans, responded calmly and individually.

Currently, Udumullage operates three live-streaming accounts, with over a million followers across all platforms. The highest single-stream viewership has exceeded 5 million, and the highest number of orders in a single session has surpassed 30,000. Every week, he hosts three live streams through the "Sri Lanka National Pavilion" account. All of this began with the China International Import Expo (CIIE).

A WONDERFUL EXPERIENCE

After graduating from high school, Udumullage came to China on a scholarship to study computer science at Tianjin University and the University of Science and Technology Beijing. Initially, he planned to become an IT engineer, but China's vast consumer market revealed new possibilities to him.

In 2015, he founded a company in Beijing, focusing on the import and promotion of Sri Lankan specialty products. With a determination to explore the market, he participated in the first CIIE. "It was a wonderful experience," he recalled.

The first CIIE opened his eyes: countless imported products gathered in one place, and the Ceylon tea he brought was well-received by buyers. This boosted his confidence. "At the CIIE, I saw a larger market and believed there was a place for me in it," Udumullage said confidently.

From Ceylon tea to biscuits, cashews, chili sauce, and handicrafts, over the years, Udumullage has introduced more and more Sri Lankan products to Chinese consumers through the CIIE.

Nalika Kodikara, Minister Counsellor (Commercial) at the Embassy of Sri Lanka in China, stated that the CIIE is an extremely important platform for Sri Lankan exporters. Sri Lankan products like Ceylon tea and sapphires are continuously entering the Chinese market through this window.

CLEARING INVENTORY IN MINUTES

In 2021, during the fourth CIIE, Udumullage held a special "performance". Inspired by the development of China's live-streaming economy, he invited the then Sri Lankan Ambassador to China to join him in the live stream. With fluent Chinese, he quickly bridged the gap with consumers. Within minutes, thousands of items were "cleared" from inventory.

This attempt made him fully aware of the immense potential of live streaming. Subsequently, he systematically learned live-streaming techniques, studied equipment and technology, and has now established a firm foothold in China's e-commerce live-streaming sector, attracting numerous foreign businessmen to visit his company for exchange and learning.

"They often ask me how to enter the Chinese market. I always recommend participating in the CIIE. Here, you can not only explore the Chinese market but also learn from companies worldwide," Udumullage said.

To better communicate with visitors, he assembles a team of 20 to 30 people to participate in the CIIE every year and requires all Sri Lankan employees to learn Chinese. "This might be the secret to my success over the past few years. Speaking fluent Chinese allows for better product introduction."

Nalika acknowledged that Sri Lankan companies have gained significantly at the CIIE. They have not only found niche markets and suitable agents but also successfully navigated market access compliance.

CONTINUATION OF "BELT AND ROAD"

As the most important transit point on the ancient Maritime Silk Road, Sri Lanka witnessed countless merchant ships carrying spices, gems, and tea between the East and West.

In 2013, the Belt and Road Initiative was initiated, bring new opportunities for Udumullage.

He named his company "Sri Road", a homophone for "Silk Road", symbolizing the connectivity between China and Sri Lanka. Today, Sri Road has linked over 100 Sri Lankan factories, bringing their products into China. Sri Road's business in China has expanded from first-tier cities to second- and third-tier cities.

A stool handcrafted by Sri Lankan women entered the Chinese market through the CIIE and was sold out immediately in the live stream. The increase in orders brought more job opportunities to local villages, and Udumullage even received a letter of thanks from the village.

During each CIIE, besides Chinese buyers, many buyers from other countries also come to experience Sri Lankan products and express interest in introducing them to their home countries. Although Udumullage focuses on the Chinese market, he still relays such demands to Sri Lankan factories. "The charm of the CIIE is that it opens its doors to the world," Udumullage remarked.

Now, Udumullage is busier than ever, flying back to Sri Lanka almost every month. In addition to inspecting factories, he plans to introduce Sri Lankan spices and fresh fruits to China at the eighth CIIE and open a Sri Lankan restaurant in Beijing.

Nalika pointed out that China is an important trade partner and a Belt and Road cooperation partner for Sri Lanka. In recent years, the trade relationship between the two countries has shown a positive and continuously developing trend. In her view, there is still untapped potential for Sri Lankan companies to enter China's vast market more actively. "The CIIE will help Sri Lankan companies integrate into the industrial ecosystem, learn from China's advanced manufacturing and digital technologies, and seize more development opportunities," Nalika believes.