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A Chinese couple identified a major gap in the African market: a lack of affordable hygiene products
They noted many local mothers resorted to using leaves and rags for menstrual products, an issue they found unhygienic and degrading. Western brands were often too expensive for most families.
This observation sparked an idea for Shen Yanchang and his wife, Yang Yanjuan, the South China Morning Post reported.
Both were top graduates from Harbin Engineering University. Yang became an associate professor in engineering, while Shen worked as a procurement manager in Nigeria.
After Shen returned to China, a Nigerian supplier's request to source USD200,000 (approx. RM846,000) in goods revealed the significant market gap for daily necessities
The couple founded Sunda International Group, opening their first overseas branch in Ghana in 2004.
In 2009, they launched their own brand, Softcare, specialising in baby diapers and sanitary pads.
Yang led research into local needs, simplifying product designs and packaging to cut costs.
Softcare sanitary pads were priced at just one-third of Western brands, while baby diapers sold for less than 10 US cents (RM0.42) each
To manage logistics, Shen established local factories. Today, Softcare operates eight factories across the continent.
Their business model also relies on a robust distribution network using motorcycles and small trucks, ensuring products can reach even the most remote areas.
This strategy paid off. Softcare was the top seller of diapers in Africa last year, and the company's annual revenue for 2024 reached 3.2 billion yuan (approx. RM1.9 billion).
The company is now preparing to relaunch its Initial Public Offering (IPO) in Hong Kong, aiming to fund expansion into Central Asia and Latin America.
The couple's success has been widely praised on mainland social media.
