Lived Nordic understanding
Years spent in Finland shaped a practical understanding of Finnish business culture, products and expectations.
ABOUT MOI TRADING
The Shanghai team
behind the China work.
摩伊貿易（上海）有限公司
Shaped by years lived in Finland and more than a decade operating in China, Moi Trading turns an overseas company's direction into an accountable local workstream.
CHINA EXPERIENCEMore than 10 years
NORDIC ROOTSFounders shaped by life in Finland
OPERATING BASEShanghai · China-wide coordination
WORKING MODELOne accountable local team
WHY WE STARTED
We did not study the gap.
We lived on both sides of it.
Moi Trading's founders spent many years living in Finland. They came to understand the way Finnish companies think about product quality, trust, design and long-term partnership. They also saw how many strong companies wanted to explore China but did not know how to take the first practical step.
From Shanghai, the problem looked equally clear: a market-entry plan was not enough. Brands needed a team that could find the right people, explain the local context, move importing and channels forward, and stay responsible for the everyday work after the first meeting.
That operating gap became Moi Trading. For more than a decade, we have helped Nordic brands turn China interest into a defined local workstream while protecting the qualities that made the brand distinctive in the first place.
10+ years on the ground
Moi Trading built its operating base in Shanghai to connect international direction with accountable China-side execution.
Institutional collaboration
Experience working with Business Finland and the Consulate General of Finland in Shanghai to support Finnish and Nordic companies exploring China.
A partnership that continues
Lunette is the clearest long-term example: an ongoing exclusive distribution partnership that has helped build one of the most established positions among international menstrual-cup brands in China.
View the Lunette case ↗WHAT WE ARE
Built between strategy
and execution.
International companies often know what they want to achieve in China but lack a local owner for the work between decisions. Moi Trading fills that operating gap from Shanghai: clarifying the scope, coordinating the right companies and specialists, moving the agreed work forward and reporting what happens next.
We are not limited to a single channel or one transaction. An engagement can start with a market question, a commercial relationship or a product brief, then connect additional capabilities only when the work requires them.
HOW THE TEAM WORKS
Three connected
China workstreams.
Market & channel operations
Market-entry planning connected to importing, distribution, retail, marketplaces, content and recurring local execution.
Explore the service ↗Commercial representation
Partner search, meeting participation, headquarters communication, China-visit coordination and commercial follow-up under an agreed mandate.
Explore the service ↗Sourcing & supply-chain coordination
Manufacturer search, samples, production-process follow-up, headquarters communication, factory visits and order coordination.
Explore the service ↗EXPERIENCE WE CAN NAME
Operating experience
before broader advice.
Moi Trading is Lunette's exclusive distributor for Greater China and has experience operating Nordic brands across women's care, natural beauty, fragrance, home and design-led consumer categories.
LunetteKlintaferm LIVINGHetkinenLumeneIittalaAugusta Nordic
Review the public case evidence ↗WHO OWNS WHAT
A useful local team
makes responsibility visible.
Direction and decisions
- Business objective and success criteria
- Brand, intellectual property and commercial guardrails
- Approvals on partners, products and commitments
- Access to the right headquarters decision makers
The agreed local workstream
- China-side preparation and coordination
- Outreach, meetings, follow-up or supplier work
- Open-item, dependency and responsibility tracking
- Written progress, risks and recommended next actions
SPECIALISTS WHEN THE WORK REQUIRES THEM
One point of coordination.
No false claims of doing everything.
Legal opinions, tax and accounting advice, regulated product testing, certification, laboratory work, specialist engineering and formal inspections are assigned to appropriately qualified providers when required. Moi Trading coordinates the agreed commercial and operational work without presenting itself as the licensed specialist, manufacturer or testing body.
START WITH A DEFINED OUTCOME
Give the China work
a local owner.
Tell us what needs to move, what has already been decided and where the current work is getting stuck. We will identify the most practical starting scope.
Open the contact form ↗SHANGHAI BASE · CHINA-WIDE PROJECT COORDINATION