By Usman Usman Garba
Safiya Lawal Dalhat’s social-media-driven approach is helping small businesses gain direct access to China’s supply market.
For years, many small-scale traders in Northern Nigeria relied heavily on intermediaries and major commercial centres outside the region to source goods from China.
The process was often associated with high prices, limited access to reliable suppliers and uncertainty over the actual cost of products.
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But a new generation of digitally driven entrepreneurs is gradually changing the way business is done.
Among them is Safiya Lawal Dalhat, popularly known as Sophy in China, whose growing presence on social media has introduced a different approach to China sourcing, particularly for small businesses in Northern Nigeria.
With the ability to operate in China and a valid residence permit, Safiya began looking beyond her own business interests.
She started identifying affordable products that could help small-scale traders remain competitive.
Her objective was straightforward: to make the China market easier to understand, help entrepreneurs access products at competitive prices and provide reliable guidance on sourcing.
From Product Posts to a Business Movement
Safiya began showcasing products and their prices on social media. What started as simple product promotion gradually developed into a wider business platform.
Small-scale traders began ordering the products she displayed, while others became interested in learning how to source directly from China.
Her social media platforms consequently evolved beyond advertising.
They became channels for information, guidance and practical exposure to the China market.
According to Safiya, the growing interest has contributed to a reduction in the volume of goods some Northern Nigerian traders previously sourced from southern commercial centres, as more entrepreneurs began exploring direct sourcing from China.
When Transparency Became Controversial
Her approach, however, attracted criticism.
Some established traders questioned her decision to publicly display product prices on social media, arguing that the practice could affect their businesses and disrupt existing market structures.
Safiya maintained that transparency was central to her approach.
With thousands of people following her online and contacting her about products, she argued that openly displaying prices made it easier for potential customers to understand what they were buying without having to privately request every price.
She also said sourcing closer to manufacturers and suppliers in China could help reduce costs.
For traders using sea freight, delivery can take several weeks.
Safiya’s position was that customers willing to wait for their goods should have access to competitive prices that could improve their profit margins.
Her business model also focuses on minimum order quantities rather than individual pieces, allowing her to concentrate on bulk sourcing.
Standing Firm Under Pressure
The criticism intensified in some quarters, particularly among traders in Kano.
Videos and social media posts were used to question her business practices, while users tagged Safiya in discussions that generated both criticism and support.
Rather than engage in public confrontation, she chose to remain focused on her work.
She continued creating content, showcasing products, educating her audience and developing new ways of helping small businesses access the China market.
For Safiya, the period became a test of both her business strategy and personal determination.
Competition and Lower Prices
The controversy did not stop the growth of her business model. Instead, it appeared to contribute to increased competition within parts of the market.
Some businesses began reducing prices and introducing promotional offers, with discounts reportedly reaching significant levels on some products.
For Safiya, the development was about more than personal success.
She viewed increased competition as an opportunity for consumers and traders to benefit from more affordable prices.
More Than a Businesswoman
Today, Safiya’s influence extends beyond selling products.
Her journey has made her a reference point for young entrepreneurs and small-scale business owners seeking to build independent businesses.
She continues to promote strategies designed to help traders reduce excessive dependence on middlemen while gaining a better understanding of international sourcing.
For many of her followers, Sophy in China represents the possibility of entering a competitive market, overcoming challenges and creating opportunities for others.
Her audience includes both first-time entrepreneurs and established traders looking to expand their businesses.
The Power of Social Media
Safiya’s story also highlights the growing importance of social media in modern entrepreneurship.
Platforms once associated mainly with entertainment and personal expression have become marketplaces, educational tools and channels connecting suppliers with consumers.
Through product demonstrations, pricing information and direct communication with her audience, Safiya has used social media to narrow the information gap between Chinese suppliers and entrepreneurs in Northern Nigeria.
Her experience demonstrates that modern entrepreneurship is not only about capital. Access to information, market knowledge, trust and the willingness to embrace new methods can also determine success.
A Journey of Persistence
The story of Safiya Lawal Dalhat, popularly known as Sophy in China, is ultimately a story of persistence.
She entered a market where established practices had existed for years, introduced a different approach and faced criticism for doing so.
Rather than allow the opposition to determine the direction of her business, she continued pursuing her vision of helping small-scale entrepreneurs access goods from China while gaining the knowledge and confidence to participate in the international sourcing market.
Her journey offers a broader lesson in entrepreneurship: innovation is not always welcomed when it challenges established practices.
For Safiya, the objective goes beyond selling products. It is about creating access, sharing information and giving small entrepreneurs a stronger foundation to compete.
With social media as her platform and China as her marketplace, Sophy in China is emerging as a notable example of how one entrepreneur can use technology, transparency and determination to influence the way business is done in Northern Nigeria.
