SinaFirst Limited
Seafood Restaurant Project
Project location: West Africa
Logistics mode: FCL
Service scope: End-to-end Agent in China
Two ambitious entrepreneurs set out to open a seafood restaurant — the first of its kind in their city. Their vision was not just a small place, but a modern restaurant with professional equipment, proper cold storage, fresh seafood showcases, and everything needed to stand out in the local market.
The most efficient choice was clear — source everything in China, instead of purchasing in Europe. The idea went even further: buying a 40 ft refrigerated container, loading it with all the goods in China, and later using it as a walk-in cold storage in Africa. And the challenges were evident:
Dozens of suppliers located in different cities in China
• Payments in USD, RMB, and under different terms
• Supplier verification and product checks
• Consolidation, export paperwork, and logistics
• The reefer container itself — where to buy one, and how to ensure it was a proper functioning unit, not just an empty iron box
At that stage, when it was unclear to the client how to organize and execute all of that, we were brought in. The client provided a sourcing list with item names, photos, and links to examples from the Web. And then, we started managing the process.
What Was in the Purchase List
— Kitchen Equipment:
Stoves, grills, fryers, griddles, work tables, microwaves, scales and other appliances.
— Refrigeration & Cold Storage:
Cold room, ice bin, and blast freezers; showcases, chillers, coolers, and commercial fish tank.
— Power & Electricity:
Diesel generators, voltage stabilizers, indoor lighting, and outdoor LED solar lighting.
— Interior & Exterior:
Tiles for the terrace, cashier desk, interior décor, terrace umbrellas with company logo, CCTV cameras, plumbing fixtures and fittings.
— Packaging & Consumables:
Food packaging machines and consumables, printing equipment for labeling, storage racks, staff supplies and other essentials.
How We Managed
1. Reefer container:
We sourced suppliers, inspected a few options in China, discussed details with the client, and purchased the most appropriate one.
2. Supplier search and vetting:
For each item on the sourcing list, we found suitable suppliers in China, confirmed specifications, and — under the client’s instructions — visited specified factories.
3. Payments & consolidation:
Instead of the client dealing with multiple suppliers, currencies, and contracts, we issued one consolidated invoice in EUR for all items. We handled all supplier payments and managed the entire purchasing process in China.
4. Inspection & packing:
Goods were consolidated at our Guangzhou warehouse. Some items were opened and checked; we found issues and managed those with the suppliers, ensuring everything was properly solved before shipment.
5. Loading & export:
All goods were loaded into the purchased 40 ft reefer, we took care of the export process, and the container was shipped to West Africa. Then, upon arrival, the client completed customs clearance smoothly with the documents we provided.
Results
The restaurant launched with all the required equipment, while the reefer became its first cold storage facility. Since that project, the client has continued to order consumables, packaging materials, lighting, and additional generators in China with our assistance.
An idea turned into reality, and a project that could have been overwhelming was delivered as a simple, all-in-one solution. That is exactly what end-to-end support in China means in practice.
Key Takeaway
The client gave us the tasks and instructions — and we managed everything on the China side. Despite the complexity of a multi-supplier and multi-step process, we became their single point of contact in China: managing suppliers, handling goods checks, coordinating local logistics, container loading, and export, processing all payments under one company, and issuing clear invoices from a single seller.
- On-the-ground checks in China (factory visits and pre-shipment inspections) prevent costly surprises.
- Consolidation at one warehouse and container loading in China streamline logistics.
- A single invoicing & payment hub (one seller, one currency) simplifies client finance.
This became a textbook example of FCL (Full Container Load): various categories of goods from multiple Chinese suppliers, consolidated at a warehouse in China, and shipped by container to the destination.
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