Supply chains and retailers in the country must enhance coordination to accelerate the focus shift of export-oriented enterprises toward the domestic market and help stimulate internal consumption, a senior official at the China General Chamber of Commerce has said.

Fu Longcheng, deputy head of the chamber, said that while export-to-domestic sales is not a new concept, it has taken on renewed urgency in the current economic climate, given the higher tariffs imposed by the United States on Chinese exports.

"Under the strong guidance of the Ministry of Commerce and the coordination of the chamber, the initial progress has been quite promising," Fu said. "This demonstrates the sense of responsibility shown by Chinese distribution enterprises, as well as the supply chain capabilities, pragmatic spirit and operational efficiency of well-known retail companies."

Looking ahead, Fu said the top priority should be ensuring efficient coordination between exporters and domestic retailers.

"We must treat this matter as the most urgent task to complete," he said.

The government has identified expanding domestic demand as a long-term strategic goal. Fu said that supply chains and distributors must collaborate more deeply to address the issue seriously and proactively.

He urged export-oriented enterprises to open up their supply chains and develop products that meet domestic standards and preferences. "They need to create channels and promote compliant, high-quality, and innovative products designed for the domestic market," he said. "With a market of 1.4 billion people, the prospects are even more promising."

One company actively pursuing this shift is Ningbo Today Food Co Ltd, a leading tuna supplier. Zhang Kaijie, the company's vice-general manager, said the firm has exited the US market and is now turning its attention to Europe and China.

"We're currently in talks with major retailers such as Sam's Club, Yonghui Superstores and Freshippo while also exploring online sales channels," Zhang said. "As Chinese people, we must have a spirit of never giving up. Our products have proven themselves overseas and will certainly be embraced by domestic consumers. We will overcome this difficult period."

Zhang said he is optimistic that once Chinese consumers become familiar with their products — such as tuna — there will be less reliance on exports. "Only by ensuring quality can we open up new sales opportunities," he said.

On Tuesday, Ningbo Today, along with Jiangsu Huateng Personal Care Products Co Ltd — a dental hygiene supplier based in Jiangsu province — launched the first batch of nine products at four Yonghui Superstores locations, including the Beijing Xilongduo shopping venue.

Yonghui plans to expand the range of exported products and the number of stores offering them by the end of April. As of Tuesday, the retailer had received over 500 cooperation inquiries and entered discussions with more than 300 high-quality supply chain companies. Over the past two weeks, Yonghui has assigned a team to monitor a special email account for cooperation inquiries from export-oriented firms. Contracts are being signed quickly to expedite the process.

The product offerings span frozen foods, snacks and household goods, many of which come from domestic manufacturers with long-standing relationships supplying Sam's Club and Costco.

Chinese consumers now have access to high-quality, cost-effective goods previously available only through overseas retail channels, Yonghui said.

"This collaboration is also bringing premium goods from the mature supply systems of Sam's Club and Costco into the hands of Chinese consumers — creating a win-win for all parties involved," said Yonghui.