Cotrie Logistics was started in Ghana during the height of the Covid-19 pandemic by Bright Tordzroh. Now, the company is working its way through the new realities of international trade just as U.S.-China trade tensions are escalating. The business focuses on sourcing products, organizing ship/ freight amid ongoing port backups, and developing consistent logistics pathways. We know that the trade environment is changing fast. Cotrie Logistics is in position to pivot, tuned into the needs of companies seeking sourcing new manufacturing and supply chains.
Bright Tordzroh underscored the impact from the continuing U.S.-China trade war. As a direct consequence, most of these companies are conducting serious and aggressive searches for other options beyond the United States. The U.S. has retaliated with high tariffs on $300 billion worth of Chinese products. This has had cascading impacts to drastically disrupt trade flows and dynamics.
Cotrie Logistics’ main business has been with moving goods between China and Ghana. The firm has navigated pandemic-related challenges and increased tariffs on Chinese-made goods. In other words, it has produced remarkably robust annual revenues of $300,000 to $1 million. This accomplishment is particularly notable given its critical role in providing fast support to businesses impacted by geopolitical frictions.
The trade landscape has been considerably muddied by accompanying statements from leaders at every major industry trade association. Ash Monga, founder and CEO of Imex Sourcing Services, noted that tariffs were just recently doubled. He fears that this recent jump has hit the business community harder than Covid-19 ever did. This feeling is indicative of the pressure many companies are under to pivot quickly in a new and complicated economic landscape.
Michael Hart, president of the US Chamber of Commerce in China, expressed these frustrations. He testified that many companies can no longer operate with tariffs at levels over 125%. This disturbing pattern has caused many companies to rethink their sourcing and manufacturing plans.
With inflationary pressures and a shaky market reality, businesses are still grappling with increased expenses. In answer, many transit vehicle manufacturers in China have begun to redirect their business. For Woodswool, an athleticwear manufacturer based in Ningbo, going online was a no-brainer. In fact, they’re now selling their wares in real-time on livestreaming platforms in China. This strategic shift is indicative of a bigger play to access strong local consumer markets and mitigate export headwinds.
The e-commerce landscape is evolving. Liu Xu’s company, Beijing Mingyuchu, sells bathroom products. He’s found huge success penetrating the market in Brazil, so much so that China’s exports to the South American titan have surged 2x times from 2018 to 2024. Interestingly, China’s own exports to Ghana have fared just as well over the same period.
The impacts of the U.S.-China trade war goes beyond multinationals. Goldman Sachs recently estimated that upwards of 10 to 20 million workers in China are directly engaged in export-related activities. These companies focus only on the U.S. market. The recent onslaught of tariffs have exacerbated circumstances to make this highly volatile environment especially harmful to small businesses.
Cameron Johnson, a senior partner consultant at Tidalwave Solutions based in Shanghai, highlighted the burden placed on small businesses. Hit them with unexpected tariff increases and these small, poorly capitalized companies won’t survive. This precarious business environment leaves a large question mark as to how these enterprises will emerge from the other side of this economic storm.
Li Yan, factory manager and brand director at Woodswool, expressed her impatience. She was particularly affected due to the increased cancellation of U.S. orders due to the increasing tariffs. The biggest hit is on production and immediate sales, as a result of orders—the lifeblood of business—being canceled.
Cotrie Logistics is just one example of a company embracing the changing landscape in this uncertain market. We’re passionate about getting businesses the critical logistics help they have to move smarter. Tordzroh stressed all stakeholders’ need to create reliable logistics channels to help connect China and Ghana in mutually beneficial trade.
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