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如果你把商品卖进哈萨克斯坦商超，或通过当地电商平台销售，最近要留意一项新规：从10月20日起，本土商品在货架和搜索结果中的位置更受重视。

这不是进口禁令，中国商品仍可销售；但商超货架空间和平台搜索曝光的竞争方式变了。

If you sell your goods in Kazakhstani supermarkets or through local e-commerce platforms, you should pay attention to a new regulation recently:

Starting from October 20th, the placement of local products on shelves and in search results will be given more importance.

This is not an import ban; Chinese goods can still be sold. However, the way supermarket shelves are arranged and the way platforms expose products for search have changed.

 

新规要求，规则列明的第1至第4类商贸设施，哈萨克斯坦商品在货架或销售面积中的比例至少为30%。比例要分别按商品子类别、类别和整个门店计算。

怎么算？按货架正面朝向顾客的陈列位（“面位”）计算。比如某个子类别有20个面位，至少6个应是哈萨克斯坦商品。当地商品还要在较显眼、容易拿取的位置陈列，并标注“哈萨克斯坦制造”。

如果某个类别本地商品不够，规则允许剩余位置由其他商品补充，但须符合规则规定的程序。所以，中国商品没有被一刀切挡在货架外。

The new regulation stipulates that for the first to fourth types of commercial facilities listed in the rules, the proportion of Kazakhstani goods on the shelves or in the sales area should be at least 30%.The proportion should be calculated separately for each subcategory of goods, for each category, and for the entire store.

How is it calculated?

Count based on the display positions (also known as "front positions") on the front of the shelves, which face the customers. For example, if a certain subcategory has 20 front positions, at least 6 of them should be Kazakhstani products. Local products should also be displayed in more prominent and easily accessible locations and labeled "Made in Kazakhstan".

If there are insufficient local products in a certain category, the rule allows the remaining positions to be filled with other products, but this must follow the prescribed procedures.

Therefore, Chinese products were not completely excluded from the shelves uniformly.

新规也要求电商平台在搜索结果中优先展示带有“哈萨克斯坦制造”标识的商品，个性化搜索情形除外。对中国卖家来说，影响不只是“能不能上架”，还包括消费者是否更容易看到你的商品。

这不代表平台会把进口商品全部下架。但如果同类商品竞争激烈，商品曝光、转化和备货安排都值得重新评估。线下供货商还应问清零售商的商品分类、陈列位计算和本地货源情况。

The new regulations also require e-commerce platforms to prioritize displaying products with the "Made in Kazakhstan" label in search results, except in personalized search scenarios.

For Chinese sellers, the impact is not just about "whether their products can be listed", but also about whether consumers are more likely to see their products.

This does not mean that the platforms will remove all imported products.

However, if there is intense competition for similar products, the exposure, conversion, and inventory arrangement of the products are all worth re-evaluating. Offline suppliers should also inquire about the retailer's product classification, display positions calculation, and local supply situation.

准备进入哈萨克斯坦市场，可以先核对三件事：你的商品走商超还是电商平台；目标门店属于哪类商贸设施；商品由谁进口、谁签供货合同、谁负责当地销售。

如果考虑在当地生产或与本地企业合作，也要先确认商品能否按规则认定为哈萨克斯坦制造。不要把“在哈萨克斯坦注册了公司”直接等同于“商品属于本地制造”。

When preparing to enter the Kazakhstan market, there are three things you need to check:

Which channel your products will use - supermarkets or e-commerce platforms; What type of commercial facilities are the target stores; Who imports the products, who signs the supply contract, and who is responsible for local sales.

If you plan to produce locally or collaborate with local enterprises, you also need to confirm whether the products can be legally recognized as made in Kazakhstan.

Don't simply equate "registering a company in Kazakhstan" with "the products being locally manufactured".

 

 

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