Special Report: "Diary of a CEO in China" Series
Journalist: Chen Tong
Journalist: Chen Tong
In recent years, Kazakhstan has increasingly embraced China’s e-commerce expertise. In this interview, we speak with Bashir Modanov, a Kazakh entrepreneur who helps Chinese brands enter the Central Asian market.
The Best-Selling Styles in Central Asia
Journalist: Is this the most popular style in Central Asia?
Bashir Modanov, Founder of Harviso: Yes, this is the top-selling product category in the region.
Bashir, originally from Kazakhstan, is deeply involved in the fashion industry—though not as a designer or brand owner. Instead, he specializes in helping Chinese apparel manufacturers adapt to Central Asia’s market demands.
Bashir Modanov: "We have long, harsh winters. For example, one brand we work with sells millions of down jackets in Central Asia annually."
Bashir Modanov: "We have long, harsh winters. For example, one brand we work with sells millions of down jackets in Central Asia annually."
Understanding Demand: The Key to Success
Modanov emphasizes that success hinges on precise audience insights.
Bashir Modanov: "It’s all about knowing what people truly need."
Chinese and Central Asian consumers differ significantly in preferences. For instance, Central Asians favor neutral tones over the vibrant colors popular in China. This insight drives Bashir’s frequent visits to Beijing’s wholesale markets.
Bashir Modanov: "If you want to bridge business between China and Central Asia, you must be here. This is where it all begins."
Journalist: "Is that why you opened an office in China?"
Bashir Modanov: "Exactly. We have countless clients and partners here."
Journalist: "Is that why you opened an office in China?"
Bashir Modanov: "Exactly. We have countless clients and partners here."
From IT to Entrepreneurship
Before launching his business, Bashir worked at Chinese tech firms. He leveraged this experience to create two platforms:
Before launching his business, Bashir worked at Chinese tech firms. He leveraged this experience to create two platforms:
- B2B platform for wholesalers sourcing Chinese apparel.
- Consumer-facing platform tailored to local tastes.
Bashir Modanov: "Every detail matters—like dedicated icons for categories (jackets, shoes, etc.) to simplify navigation. Our interfaces are fully localized, with products adapted per country."
E-Commerce Growth
Last year, his platforms facilitated $5 million in transactions, with figures already surpassing that in 2024.
Bashir Modanov: "I witnessed China’s e-commerce boom and saw its potential in Kazakhstan and Central Asia. The model works—it just needed adaptation."
China’s Export of Expertise
Beyond goods, China shares logistics, digital payment, and customer service know-how.
Bashir Modanov: "The China-Central Asia Summit was pivotal. Chinese companies now see our region not just as a geopolitical partner but as a viable market."
A Market on the Rise
E-commerce and fashion are just one facet of China-Kazakhstan trade, which hit $44 billion in 2024 (a 6.8% YoY increase).
Bashir sees himself as a cultural and economic bridge.
Bashir Modanov: "I’m the link—between sellers and buyers, China and Kazakhstan. After 15 years in Beijing, I call it home."
Bashir Modanov: "I love both countries. Perhaps this is my destiny."