China accounts for about one-fourth of the total world population and hosts one of the most rapidly developing consumer markets in the world, which provides a tremendous boost to the food & beverage industryfor 2025- 2026

In recent years China’s demand for foreign food& beverage products is growing steadily as the standard of living in China improves. The European Union remains China’s largest supplier of food, followed by the United States, New Zealand, Indonesia, and Canada. Meat, oil, dairy, and seafood are among the most popular food imports in China.

The Chinese distribution network is very fragmented

Distribution networks in China usually involve six or seven steps before reaching the final seller. Wholesalers sell to an unstructured network of distributors, resellers, and other wholesalers. Chinese contract laws sometimes provide for exclusivity and non-competition clauses, which may not be respected as they often leave it to interpretation.

Wholesalers often rely on distributors for the actual work of delivering and selling the product. These ad hoc distribution channels, however, provide for a superficial control of the goods, justified by the low-profit margins, which consequently lead to a limited final number of sales.

Read as well: Guide to Exporting Food to China

Step one: International Food Groups need to be present on the Internet in China

Nowadays a company willing to enter the Chinese market must be able to understand how Chinese buy and which channels are their favorite if they want to be successful.

Understanding the preferences and mindset of consumer groups is crucial to successfully expanding a food brand into China and here are the key points to better understand it. The Internet is nowadays the main source of information when it comes to checking food brand information.

A Chinese consumer, but also a distributor, must be able to find you on Baidu, the Chinese most used search engine.

Some easy steps to take before looking for a distributor for your food group

In order to find reliable distributors, it is important to:

• Have a Chinese friendly website, hosted in China or near China (so your content will be uploaded quickly);
• Be present in social media, such as Wechat, Xiaohongshu, Zhihu in order to build a good relationship with them, communicate with them, and listen to their expectations and what they really need;
• Build an e reputation;
• Engage your customers in your products awareness

FAQ: 10 Questions F-&fB -food Brands Ask About Hunting Distributors & Importers in China

IN China, distributors and importers aren’t your easy boys they’re gatekeepers who’ll ghost you unless you show up with guanxi, proof, and a plan that makes them rich quick.

I’ve closed deals from Shanghai stalls to Guangzhou expos; here’s the raw truth on your burning questions. No fluff, just firepower.

How do I even find distributors and importers for my food products in China without wasting years and money?

Hit trade fairs like SIAL China (May 2025, Shanghai Asia’s F&B monster with 6K+ exhibitors) or FHC Global Food Expo (Nov, Shanghai 2.5K importers sniffing imports).

WeChat groups (“食品进口商交流群”) and Chinese dont use LinkedIn n you can skip Alibaba spam, it’s 90% fakes. B

Fairs get you face-time; digital filters the flakes land 5 solid leads in 30 days or pivot.

Which social media platforms should I hammer to target distributors and importers, not just end consumers?

WeChat dominates B2B 1.3B users, join importer groups and blast Official Account posts on your yields/specs.

Douyin for visual hooks: short vids of your sauce in hotpot, tag #食品进口 to snag 10K views from pros.

Xiaohongshu for premium brands (and lifestyle) post “import-ready” unboxings to attract high-end importers eyeing trends.

Pro tip: Skip Weibo noise; these three net 70% of B2B leads track with QR scans, convert 15% to meetings.

WeChat: How the hell do I use it to actually land distributor meetings, not just likes?

Set up a verified Official Account ($200, 24hrs)—post H5 brochures with your certs, yields, and “wire today” CTAs. Join 10+ groups like “China Food Importers Network” (scan QR from fairs); share value first free samples for feedback.

Run Video ads targeting “import/export” keywords in Shanghai/Guangzhou $0.50/click, 20% reply rate. Close: Voice-note intros via WeChat ID from leads; it’s personal, fast—book 3 calls/week or you’re scrolling wrong.

E-commerce in China: Can I launch on Tmall/JD alone, or do I need an agency or can I do it alone?

Solo? Hell no ,-) cross-border regs, GACC food certs, and logistics will bury you;

Tmall Global rejects 60% DIY apps.

Agency (TP like ours) handles store setup ($10K-20K), KOL seeding, and flash sales

JD Worldwide converts 25% faster with locals.

Why better TP: They own the data goldmine, dodge 30% tariffs via bonded zones, and scale to 100K RMB/day GMV. Verdict: Agency or die slow; we flipped a US snack brand to 5M RMB in 6 months your move.

Why the distributors demand marketing support before even touching sales in the food game?

They’re picky as hell, China’s F&B is a shark tank; they want proof you’ll juice demand so they don’t stock ghosts like Evergrande flops.

No buzz, no shelf space:your KOL drops or Douyin lives build the hype they resell, or they ghost for low-risk locals. It’s co-op: You fund 50% promo (RMB50K min), they push to Carrefour; yields 7% faster ramp-up.

Smart play: Budget 20% of first-year sales for it turns “maybe” to “ship 10 tons now.”

Why don’t these distributors reply to my polished emails am I cursed?

Emails? Dead in China—80% hit spam filters, and pros check ’em once a week if you’re lucky.They live on WeChat: Instant, personal, builds guanxi—your cold email screams “foreigner spam.” Time zones kill too Beijing’s asleep when you’re brewing; voice notes cut through. Fix: Ditch Outlook, scan their WeChat QR from fairs, follow with “Saw your hotpot line—quick call?” Reply rate jumps 70%.

Use WeChat instead of emai got it, but how do I make it stick for importer outreach?

start with a red envelope (RMB8 luck gift) via WeChat Pay, then drop your H5 pitch. Follow their lead: If they voice-note, you do; share factory vid tours, not PDFs feels like a chat, not sales. Nurture: Weekly “insider” tips on trends (e.g., low-sugar boom), tag in groups for social proof. Result: 40% close from WeChat vs. 5% email it’s relationship fuel, not transaction trap.

Which trade fairs are actually worth the jet lag for food distributors in 2025?

SIAL China (May 28-30, Shanghai):6K exhibitors, 200K buyers; importers swarm for imports like yours.CIIE (Nov 5-10, Shanghai) govt-backed import fest, 3K+ deals signed; perfect for premium snacks. FHC (Nov 12-14, Shanghai):2.5K food pros, heavy on HORECA chains scouting distributors. Hack: Pre-book 20 meets via app; skip Canton Fair unless you’re mass-market:ROI’s 5x here.

What do I need to prep for a trade fair to not look like a clueless laowai to importers?

Samples first: 100 units per flavor, labeled in Mandarin with GACC certs—importers taste-test on-site. WeChat-ready: Print QR codes on badges linking H5 brochure; collect 50 IDs Day 1. Pitch sharp: 30-sec elevator—”7% yields on your shelves, backed by Douyin buzz” follow with WeChat red packet. Post-fair: 24hr thank-you voice-note + sample ship; converts 30% chats to contracts prep or perish.

How do I build reputation fast with a WeChat brochure to wow distributors?

H5 mini-program: Interactive beast swipe for 360° factory tours, yield calcs, KOL testimonials; $500 build, shares like virus.

Brand story (safety first CIQ stamps), importer wins (“Tier-2 shelf space in 90 days”), feng shui vibes (lucky 8s).

Distribute: QR on every pitch, auto-share to groups; track opens for hot leads. Impact: Boosts cred 50% one snack brand landed 3 importers off a single viral drop; yours next?

Deep Dive into Solution For International Food Group in China

Baidu SEO is essential for International food Group in China

You’ll ask me why? Well, the answer is easy, just as you don’t open the dozen of spammy emails your receive from random companies trying to sell you the “best quality olive oil in the world”, Chinese distributors don’t do it either.

In fact, the use of email in China is barely a thing. But let say, your brand managed to catch the attention of food distributors in China (maybe via social media, food fair, word to mouth), the first step taken will be to “Baidu” the name of your company to find more information and decide if you look legit.

After deciding if you are a real company, selling agents will dig deeper to see if your products are in one way or another already sold in China if netizens are talking about you on the internet.

Chinese Social Media is a place to Thrive for international Food Company

Be innovative in China … like this Distribution shop creating Buzz in Center of China

In China, the Giant snack market…Linkedin

Wechat:

WeChat for food companies can be seen as an email & community management marketing tool.

Wechat Brochure:

Show off your product in a beautifully designed H5 Wechat Brochure. Light and easy to share they are ideal for your product listing and to reach out to distributors. When joining Food Fair, having a QR code that allows people to access your Wechat Brochure is a must and tells much about your understanding of China to a potential partner.

Wechat Service Account:

The equivalent of email marketing but with more advanced options. 4 times a month share your content to neuter your follower. But also:

• Set up a menu to guide your follower.
• Create a mini-program to entertain/ facilitate taking actions such as buying your products

Wechat Group Marketing:

Wechat groups are an effective way to grow your presence on WeChat. Wechat being a close social media, joining and managing as many groups as possible is the most cost-efficient way for you to gain followers.

Use Kols to build your reputation and attract distributors

In China recommendations mostly come from locals because Chinese people mostly trust Chinese people. Word of mouth in China is the key, that’s why it is important to develop a Kol marketing strategy.

KOL or Key Opinion Leaders are people with strong influential power in a group of society. Chinese KOL is particularly powerful. There are many types of KOL from stars to micro-influencer and also many fakes. Our agency has a dedicated KOL team as well as a KOL partnership to help you find your perfect match.

They use different Apps: Weibo, Douyin, WeChat, Youku, Meipai, Douban, Xiaohongshu. A KOL can write a review of your product/service. It can be a dedicated article, a paragraph in an article, a video, or a short video.

Take part in trade fairs to find a distributor for your food group

The simplest answer to the question “Why attend a trade show in China?” is that if you want to sell in China you have to participate in a fair to be known in the market. Participating in fair favor your presence in China much more. Precisely because the Chinese market is so vast and complicated, this helps you to select and meet reliable business partners for your business.

For example, if you are an ice cream brand, this is fair for you. Ice Cream China, also known as China International Ice Cream Industry Exhibition, will take place from 12-14 October in Tianjin at the Meijiang Convention & Exhibition Center.

It is an international fair dedicated entirely to the ice cream and frozen products industry. It represents an excellent commercial meeting platform for suppliers and buyers from the entire value chain.

Contact an agency to find a distributor for your food group

An agency like Gma can help you in all the process to make your products famous.

We can:

• Help with Seo, Sem, Content Marketing, Recommendations;
• Localize your content marketing;
• Provide an H5 Wechat Brochure, which is an electronic brochure that is easy to share on WeChat. It contains the listing of products (in Chinese);
• Help using Lead Generation, Lead Generation is the set of marketing actions that aim to acquire and generate interesting contacts. Drawing up a list of contacts is possible through a careful lead generation strategy, which can use advertising and acquisition tools.

Distributors can help you with Chinese regulations

Since food regulations in China are very strict, distributors can provide support in monitoring regulatory updates in your food industry, both locally and nationally, and in collecting market data. They are actually your eyes and ears in China.

A distributor buys your products and sells them to customers through a third party or directly. Using a distributor can also be a cheaper and relatively easier way to enter the Chinese market.

However, it is not recommended to have just one distributor for all of China. Not only is covering the entire market a very difficult thing (in reality, there are only a few companies that can claim to have a distribution network that covers all of China), but you will also be completely in the hands of your exclusive partner.

Tmall B2B: A viable option for international Food group in China

Once you will have a reputation on the internet, Tmall distributors will start to look for you.

Tmall B2D is a platform where you can connect with 85,000 Chinese distributors. Tmall B2D gives brands great visibility on the current market. It can:

• Manage service and logistics
• Manage distributor
• Conduct secure payments

NEED HELP FINDING YOUR DISTRIBUTORS? CONTACT US!

Do you want to know more about How to use digital marketing to increase your success in China? Contact GMA a digital marketing agency, specialized in the Chinese digital market.

Read more about Food & Drink Distribution in China:

• Top Mistakes When You Sell To Chinese Food Distributors
• Food Fairs in China are canceled, what can businesses do?
• China Food Industry Latest Trends

Rising incomes, new consumption habits, and demand for premium products are reshaping how Chinese consumers buy ice cream. For foreign brands, this creates real opportunities, but also unique challenges. From cold-chain logistics to digital visibility, success in China requires a different approach.

At our agency, we help international food and frozen dessert brands enter and grow in the Chinese market. We work daily with foreign brands on positioning, distribution, e-commerce, and digital marketing in China. Our experience on the ground allows us to turn market data into practical, actionable strategies.

In this guide, we break down the ice cream market in China step by step. You will understand consumer trends, branding expectations, and go-to-market strategies, and learn how we help foreign brands build demand and scale sustainably in China.

Chinese consumers increasing demand for Ice Cream

Important Figures

While starting your business, there are a few things you need to know about trends ‘consumption. Actually, the Chinese consumers trend has changed over the past years. According to Nestlé, the progress of China’s ice cream industry showed interesting trends. The first one concerns the need for refreshing and the interest in cold food which goes against their habit of drinking warm water.  Indeed, in some cities during the summer the temperature can easily reach 30° C to 42°. The second one is their preference to taste different or original ice cream flavors. It goes without saying that traditional milk, chocolate, and vanilla do not fulfill the Chinese middle-class customers’ expectations. Both new trends challenge companies to work on specific tastes and develop new products for the changing preferences of this category of the Chinese population.

Health Concern

Because China is the country with the higher number in the world of diabetes cases, more and more people are calling for healthy or low-fat diets. This led to opportunities to create new ice cream premium health. Actually traditional ice cream might contain a lot of sugar and additives. In order to satisfy these customers, many manufacturers go back to natural ingredients. They are able to pay a price higher than the average for the good-tasting product which is better for their health.

Ice Cream as a New Experience

Eating ice cream for Chinese people is also a way to get closer to western countries ‘lifestyles. They are willing to pay more, not just because the product Itself is good but because this is a way to show their high social status. In the same way, this consumption draws a change in Chinese people’s mindset because ice cream is associated with a pleasant time. Ice cream in western countries goes with a mood. You eat ice cream because you’re not feel good or on the contrary because you’re having a good time. Both have to deal with the notion of feelings which is not something current in Chinese culture.

Häagen-Dazs Can Serve as an Example of Success

Before starting its Business, the brand did deep research about the Chinese market, especially regarding distribution. They knew that their product needed a constant temperature of -26° C. Because, it’s complicated to respect that for Chinese distributors, the brand decided to manage it itself. Then they imported the products from the US and European factories, rather than calling local manufacturers. First and foremost, they noticed that during the winter, Chinese people stop carrying frozen desserts.

While European consumers prefer staying home to eat ice cream, Chinese people prefer to eat them in the retail environment. This is the reason why the brand decided to have its own shop to sell ice cream.  And on the contrary, to retailers in Europe, China’s were built and decorated as luxurious spaces. Of course, luxurious places go at a higher price, the symbol of great quality. Being an expensive brand in China is synonymous with luxury. Once again, it’s a question of image and perception by others, in order to show that they belong to a certain social category.

You can also read our Strategic Guide to Export Food Brands in China

Ice Cream Brand Launch Strategies

• Brand Value Proposition

Once you have established your Ice cream brand and what you are selling to your audience market, you have to convince the consumers of that market to make a purchase. The reason Chinese people buy your product is that they see the great value you are offering. You can offer a practical value linked to the quality of the product or perceived value, such as status from owning the brand. A good perceived value strategy is that they have an attractive design. The important point, you can emphasize your brand by showing how your brand differs from the products of competitors. You can also propose a reasonable price competing with other ice cream brands with a slogan telling customers that “they get premium quality without paying a premium price”.

• Picking A Brand Name: Naming Brand Marketing

In Marketing, the brand name is really important. For an Ice cream company, your brand name is an asset that can really help your brand make an impact. Picking the right name can be tricky but the best advice that we can give is to pick a name that matches your brand value and the worldview of your potential customers. Think ahead to how your brand name would be received.

• Creating a Brand Identity: E-Reputation

When you wonder how to start an Ice cream business online, the first thing that comes to mind is brand identity of the brand. It’s important not to ignore this part of your expansion as the look and feel of your brand will decide how it is perceived by your Chinese audience and ultimately to sales and revenue.

• Website & Online Store

After, all the previous steps, it is vital to invest in getting a professional website to be the face of your Ice cream brand.  When your potential clients would visit your website make sure you present to them your best face. Design standards are high up in the clouds these days and people are easily turned off by bad design. This is even truer if you are trying to sell your ice cream products online. High-quality photos of your products represent a single point that can make or break your brand value. Make sure that your eCommerce store/website is hosted in China.

• Let’s talk about the Distribution

Like for all foreign products, thinking about distribution is the determinant for the success of your business. Sales at online brand stores such as official shopfronts at e-commerce giant T mall increased from 3% to 16 % between 2012 and 2017. Consumers in big cities enjoy eating packed ice cream as a snack during their leisure time. Consequently, thinking about the family format is essential.

• Social Media Setup & Strategies

As an Ice cream company, Chinese social media is your best friend. Without a well-thought social media strategy and implementation, you are literally wasting money. In fact, you will not be able to earn any significant ice cream sales without the power of Chinese social media propelling your website. Social media helps to generate traffic to your website and increase your brand engagement. Social media can help you quickly market your brand with relatively low budgets.

• Promotion & Marketing 

As a Premium Ice cream brand with limited budgets, your best bet is to focus on digital marketing to get the word out there. At the same time, also think of some innovative ideas for offline marketing.

In brief, you can’t simply launch your ice cream brand and expect people to come buying your premium brand, it will not work. Launching a premium ice cream brand in China requires creativity and a detailed strategy about distribution. It is also very important to think about your digital presence

GMA can help you to improve or start your business. If you would like to talk to me about your brand, contact us!

We are specialists in:

E-REPUTATION: Primordial before launching, we work together on your unique selling point, then on the social networks and with the help of PR, we make sure that your image on the networks is totally clean and reliable for the Chinese users.

SEO: Search Engine Optimization of your website will be essential, our team of specialists will take care of your e-reputation, and the management of your social networks while setting up an SEO / SEM campaign allowing you to gain places in the ranking of the Baidu Chinese search engine.

LEAD GENERATION: Our teams are professionals in lead generation. To optimize it, your e-reputation must be irreproachable. Investing in online advertising and creating quality content will help you develop your e-reputation. Finally, the evaluation of the results will be important to guide us in the next stages of your development.

DIGITAL SOLUTIONS: Website creation, development, and audit; social media marketing (including WeChat & Weibo); PR; monthly reports and analyzes by our team of experts.

In fact, this platform handles over 20 million food orders every single day. For a restaurant, being invisible on Dianping means losing out on the world’s most active and tech-savvy consumer base.

Dianping is the “digital bible” for food and lifestyle in China. It is where millions of users go to discover new tastes, book tables, and hunt for the best deals. If you want Chinese customers to find your tables, you need to understand how this ecosystem works.

Our agency has spent years helping restaurants and F&B brands break into the Chinese market with precision. We have seen firsthand how a strong presence on this app can turn a quiet storefront into a local hotspot. We know the local algorithms and, more importantly, we know what makes a Chinese diner click “reserve.”

In this article, we will show you how to master Dianping marketing for your restaurant. We will guide you through building a 5-star reputation, using “Must-Eat” lists to your advantage, and turning reviews into a steady stream of guests.

Meet the Chinese leading O2O platform, Dianping

People often use the American company Yelp to present Dianping but actually, Dianping was created before Yelp. It was founded in April 2003, as the first website providing independent consumer reviews on local services in the world. Dianping is headquartered in Shanghai, China, with established branch operations in 250 cities nationwide. Today, it is China’s leading O2O (online to offline) platform for urban and lifestyle services.

A review app … with 2020 data

Chinese consumers rely on Dianping app for restaurants searching. The app provides merchant information and a lot of consumer reviews. Dianping has more than 260 million active users per month. Over 100 million user-generated reviews.

Annual Active Merchants on its platform grew by 16.2% to 5.9 million in the 12 months ended June 30, 2019 from 5.1 million in the 12 months ended June 30, 2018. it also served nearly 400 million Chinese users.

Overall monetization rate increased to 14.3% in the three months ended June 30, 2019, from 12.2% in the same period of 2018.

 Convenience at the heart of Succeding in China

Wang Xing’s (founder of Meituan) goal: to help people “eat better, live better”. Bet successfully since his empire has become so powerful that it is even more advantageous to have a meal delivered than to cook yourself. Thanks to a powerful artificial intelligence program, deliveries are optimized in time and cost, allowing more than 20 million orders every day.

Food and beverage are not lacking at all in China. Walking across china’s street, you will see restaurants and snack stands anywhere. Also, there is a huge competition in this market. Cities’ landscape is changing fast, with new stores opening and taking the place other shops.

Offering Good deals is not to neglect

Dianping also offers group-buying, online restaurant reservations, take-out delivery, e-coupon promotions, and other O2O services, covering local businesses in industries including dining, movies, lodging, entertainment, beauty, wedding, mom & kids, home renovations, etc. With its growing number of users, Dianping is becoming the most powerful online partner for local businesses.

In addition, abroad restaurants are also entering this platform in order to attract more Chinese consumers.

Dianping is seeking to create a community

Dianping updated the version for its app for the sixth time within 3 months. People said that its main weakness is that users only go to Dianping to check information about a place to eat and then they exit the application while there are so many other features to use on its platform. This is also because customers are accustomed to other mobile apps for food and beverage delivery.

To catch the attention of users and help its app to become more valuable, Dianping is developing itself.

Learning from Xiaohongshu and Douyin

Xiaohongshu or Little Red Book and Douyin are two very popular apps in China. The first one is an app for sharing things about life. It includes feedback on products, and small tips and it is a daily used app by a lot of Chinese consumers (an article will be written later about Little Red Book). You can find it in the photo, on the right Little red book’s platform, and on the left the Dianping’s latest updated interface for sharing.

Chinese consumers spend a lot of time on social media apps. Douyin is the hottest one in China. It is an app for mini-videos (like the American app Vines), to watch but also to create. Dianping is trying to add video sharing on its platform to engage its users and keep them longer in Dianping App.

“Fake restaurants” on Dianping

In December 2017, Dianping faced some troubles by letting license-free restaurants settle in its platform. Actually, the restaurant used another one’s license to apply for a presence on Dianping. It was discovered by the real owner of the license, who said “if there are troubles later, we will be the one to be pursued by the legislation”

This kind of case happened also before. Why are license-free restaurants allowed to enter Dianping? The main reason is that the online ordering platform does not strictly check the catering service providers. After the problem, it removed the store from its platform.

How to attract Chinese customers?

As we said, competition is very important in the Chinese catering industry. Those who succeed, have to make sure of three points:

Product Quality

This is an essential characteristic to ensure food and beverage companies, especially in China. This is because of scandals that happened in the past in the country, which have caused health issues for a lot of people. It also generated fear among consumers and now they care much more about what they are eating.  The second reason is that the Chinese are seeking greater quality products and ways of life. Bad quality or non-nutritious foods will be replaced over time by the most high-end ones. This is a trend in China that will keep going along with the country’s growth.

Brand reputation in the Chinese F&B is Key

Chinese people are very connected to them. They do not trust a lot in Brands but more in other consumers. This is also why companies are trying to create communities and go on branding strategies. Chinese social network helps them to achieve that, providing many ways to advertise and interact with their target consumers. But at the same time, the information spreads fast over the Chinese network in and Brands have to be careful of that.

GMA can help you to increase your visibility and manage your communities on Chinese social networks. Contact us to learn more.

Online presence

Actually, an online presence is not only needed for the catering industry but for almost all activities in China. Dianping has become an indispensable smartphone application for Chinese-speaking consumers. Whatever you are doing business in China or in another country, Dianping is the main app to consider in order to reach Chinese consumers.

You can make a difference with your competitors. As Chinese are accustomed to this kind of app, be present on it will naturally attract more clients. In addition, it offers them a better experience and it is a benefit for your promotion in Chinese.

“Must-have new strategy”

In April 2020 Dazhong officially announced the” 2020 must-have series” or “必住榜” shortlist, converting not only restaurants but also shopping malls, hotels, and attractions.

A total of 1990 business from 35 cities across China joined the new campaign. comparing with the” 2019 must-have series”, in 2020 the app received more than 8.7 million authentic reviews created by 3.2 million commentators.

Dazhong diversifying in health trends

in 2020 Dazhong Dianping with a platform diversified to all kinds of businesses such as beauty services, shopping, and many other categories where you can share your experience of the community you share at. they also offer electronic coupons for all these new leisure activities that you have found through these new features in the app

GMA is up-to-date with the latest marketing tools in China and we can also provide help on your business development in China. Our agency offers a complete range of services for e-commerce marketers from e-commerce consulting to digital marketing operations, including services about Dianping and Meituan.

Feel free to contact us for more information.

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Dec 2026..This full analysis will explore the latest trends shaping the Chinese food industry, including health-consciousness, value-added products, and unique flavors. We’ll also discuss strategies that foreign brands can use to gain a foothold in this competitive industry. Marcus Zhan, Director GMA China.

7 Killer Trends Dominating China’s F&B Market in 2025-2026: Ride the Wave or Get Left Behind

China’s F&B scene in 2025 is a $1.9 trillion beast, exploding at 7.38% CAGR through 2029 fueled by urban hustlers craving quick hits of health, flavor, and flex. Forget stale imports; savvy brands are laser-focusing on personalization, sustainability, and digital dopamine to hook Gen Z and millennials who scroll for snacks. our Expert trends aren’t just buz, they’re your ticket to outselling the ghosts of Evergrande-era flops. I’ll break ’em down one by one, marketing-style: why it slaps, who it hooks, and how to weaponize it for your brand’s viral takeover.

Trend 1: Health & Wellness Overload – Functional Foods as the New Status Flex

Chinese consumers are ditching sugar highs for gut-boosting, immunity-armored elixirs, with the low-sugar/low-salt market ballooning to CNY900B by 2027 at 7.5% clip. It’s not diet it’s armor against pollution and 996 grind, with 70% of urbanites prioritizing “clean label” over calories.

Marketing Play: Turn your yogurt into a “brain-boost beast” with TikTok challenges;”30 Days to Zen Gut”, tagging influencers for 10M views. Price it as premium escape (RMB50/pack), bundle with app trackers for loyalty loops, and watch middle-class moms FOMO-buy for family “health hacks.”

Why It Wins: Hooks the 400M wellness warriors; brands like Yakult spiked 15% sales with calcium-vitamin drops in Q1 2025. ROI? 3x on social UGC alone.

Trend 2: Sustainability Swagger – Eco-Packaging That’s Insta-Worthy

Gone are plastic sins; 60% of shoppers demand recyclable, zero-waste vibes, pushing brands to “green” everything from seaweed straws to upcycled teas ; market growth at 8% YoY. Urban eco-flexers see sustainable as sexy, not preachy, amid govt’s 2030 green push.

Marcus Zhan Marketing Tips: Launch “Planet-Proof Packs” with AR filters on Douyin, scan your bottle, plant a tree virtually, share for discounts. Collab with KOLs unboxing “guilt-free feasts” to hit 5M engagements, positioning your brand as the hero in China’s carbon-crunch.

Why???: Builds tribe loyalty; Euromonitor says green claims boost shelf grabs by 25% in lower-tier cities. Your edge: Authenticity audits to dodge greenwash backlash.

Trend 3: Digital Delivery Domination – Instant Retail as Everyday Fuel

With 74% urbanization by 2035, busy bees are slamming RMB11.7T into e-comm F&B, led by Meituan’s 30-min miracles and meal kits up 20%. It’s not convenience it’s survival for the 1B+ scrollers craving “tap-to-table” bliss. Marketing Play: Geo-fence Xiaohongshu ads for “midnight munchies” drops, teasing hyper-local flavors like Sichuan-spiced kits. Live-stream unboxings with flash sales…. convert 15% of viewers to carts via WeChat mini-apps. Why It Wins: Bain reports 40% FMCG growth from instant retail; your brand scales without bricks-and-mortar bleed. Pro tip: AI personalization for “your vibe, your vibe.”

Trend 4: Personalization Power – Tailored Treats That Feel Like Mind-Reading

From mood-boosting lattes to age-specific supps, 65% want “me-made” eats, with functional personalization surging 12% in beverages. Data-hungry apps like Dingdong Mai turn prefs into profits, outpacing one-size-fits-all flops. Marketing Play: Drop quizzes on Bilibili “What’s Your Gut Guru?”.unlocking custom bundles shipped same-day. UGC storms with #MyMixMania, rewarding shares with VIP tweaks, turning customers into co-creators. Why It Wins: Retention skyrockets 30%; Innova says it’s the “authenticity accelerator” for Gen Z’s 80% loyalty share. Your hack: WeChat data for repeat magic.

Trend 5: Fusion Flavor Frenzy Global Meets Guo Bao Chaos

Exotic twists on classics ,like matcha-stinky tofu or Korean hotpot riffs are exploding, with flavor innovation up 18% as travelers demand “world-in-a-bite.” Post-pandemic wanderlust + 35M outbound trips fuel this mash-up mania. Marketing Play: Viral Douyin duets ,”East-West Eats Battle” ,with KOLs remixing your bibimbap baozi. Pop-up collabs in Tier-2 cities for limited “fusion drops,” hyped via Baidu stories to snag 2M searches. Why It Wins: Grand View pegs flavors market at $3.84B by 2033; it’s cultural catnip for the 200M foodie flexers. Boom: 25% sales lift from novelty hooks.

Trend 6: Plant-Based Power Surge – Meatless Mondays Go Mainstream

Alternative proteins (plant-meat, insects) are clawing 15% market share, driven by safety scares and ethical eats;up 10% in urban demand. Veggie warriors, 40% of millennials, see it as smart, not sacrifice. Marketing Play: “Green Muscle Myths” series on Zhihu, debunking with chef demos and polls;link to e-comm trials. Partner with fitness apps for “plant-powered challenges,” gamifying buys for 20% conversion. Why It Wins: Statista forecasts 7% CAGR; ties into wellness wave for cross-sell gold. Edge: Local sourcing to crush import tariffs.

Trend 7: Lower-Tier City Conquest – Untapped Gold in the Heartland

Tier-2/3 boom with 6.2% FMCG spend spikes vs. Tier-1’s 2%, as e-comm bridges the gap for 600M new wallets. These “hidden hustlers” crave premium without the price tag.

Marketing Play: Hyper-local Weibo campaigns…”Chengdu’s Secret Spice”;with AR store hunts and KOL tours. Bundle value packs for Douyin lives, targeting “rural rich” for 5x reach in underserved scrolls.

Why It Wins: Bain says it’s the growth engine; Euromonitor notes 30% faster adoption here. Your move: Logistics hacks for same-day wins.

3 Marketing Trends to Catapult Your F&B Brand in China’s 2025 Jungle

China’s F&B marketing isn’t billboards it’s a digital knife fight where 75% of buys spark from social feeds. Here’s your arsenal: three trends to hijack attention, build cults, and print money.

1. KOL Fireworks with Micro-Influencer army: Ditch mega-stars (costly, fake engagement); swarm 100K-follower niches on Xiaohongshu for authentic “real talk” tour ROI 4x higher, with 2025’s 50% live-stream sales surge. Fly ’em for unscripted factory peeks; track via QR conversions to close deals mid-scroll.
2. Sensory Storytelling Overload: In a screen-saturated hell, hit all five senses via ASMR Douyin clips…crunchy bites, steaming aromas;with 30% higher recall. Craft “mood menus” (e.g., “Stress-Slay Smoothie”) tied to WeChat emotions quizzes; UGC rewards turn eaters into evangelists. (Example on linekdin video)
3. Powered Personal Hype Machines: Leverage Ocean Engine for predictive ads,,,”Your 3PM Craving, Delivered” boosting clicks 35% with hyper-personal feeds. Integrate chatbots for instant recipe remixes; A/B test in Tier-3 pockets for viral loops that scale nationally overnight. we love Douyin Ads ..

Overview Of The Chinese Food And Beverage Market

China’s rapidly growing food and beverage market offers numerous opportunities for foreign brands due to the country’s economic growth, urbanization, and changing lifestyles.

The trend of healthy living is on the rise, creating market opportunities for both local companies and foreign brands.

Digitalization also plays a significant role in shaping consumer behavior and fueling retail sector growth.

History And Evolution Of The Food And Beverage Market In China

The food and beverage market in China has experienced significant growth and transformation due to evolving consumer preferences. Traditional Chinese cuisine has expanded to include international flavors, locally sourced foods, and innovative products.

The entry of Western fast food chains like McDonald’s and KFC in the 1990s marked a crucial turning point for the sector, bringing about the rapid nationwide expansion that resonated well with younger generations seeking convenience and novelty.

China’s journey toward becoming an economic powerhouse has led to the importation of foods from all over the world, giving consumers even more choices. In recent years, Chinese consumers have placed a greater emphasis on health and wellness due to concerns about food safety amid rising contamination scandals in the domestic industry.

Current State Of The Market

Understanding the Chinese food and beverage market is important for identifying opportunities and crafting effective strategies. The industry has experienced significant growth due to factors such as increasing disposable income, urbanization, and changing consumer preferences.

The market is shaped by several trends, including a growing demand for healthier options such as organic products and functional foods.

Imported foods are increasingly popular in China due to their perceived higher quality and exclusivity. Convenience is also a priority for consumers, with food delivery services thriving.

Technological advancements, such as smart packaging and e-commerce platforms, are reshaping how consumers interact with brands in the food and beverage sector.

Evolving Food And Beverage Trends In China

Health and wellness trends, value-added and imported products, unique flavors, and technology innovation are the key drivers of China’s evolving food and beverage industry.

Health And Wellness: Organic, Vegan, And Gluten-free Products

Consumer demand for health and wellness is not just a trend in China but a growing lifestyle choice among Chinese consumers. This has led to an increased demand for organic, vegan, and gluten-free products.

The Chinese government has responded by enacting policies and regulations that support the growth of the healthy food market. According to research, more than 40% of Chinese consumers say they are willing to pay more for healthier options.

International brands like Starbucks have started catering to this market with their gluten-free cakes and almond milk options, which is a good example of how companies are responding to consumer demand.

There are also opportunities for foreign brands that specialize in health foods such as chia seeds or nut butter, which currently have low domestic production but high demand among China’s health-conscious middle-class population.

Value-Added And Imported Products: Premium And Specialty Foods

The growing middle class in China is increasingly interested in premium and specialty foods, leading to a higher demand for imported products.

This presents a lucrative opportunity for foreign brands looking to enter the Chinese market, as Chinese consumers are willing to spend money on high-quality products and premium brands.

Gourmet foods, luxury foods, and exotic flavors like truffle oil or foie gras pate are all popular among Chinese consumers, as are imported delicacies such as French cheese or Italian wine.

Increased Demand For Unique Flavors: Fusion Cuisine, Foreign Flavors

The Chinese food and beverage market is seeing a rise in demand for unique and foreign flavors, as well as fusion cuisine. This trend is driven by Chinese consumers’ interest in global cuisine and desire for novelty, due in part to travel restrictions.

Fusion cuisines like Mexican-Chinese and Korean-Japanese are gaining popularity in larger cities with cosmopolitan populations.

An example of a successful brand that has capitalized on this trend is Starbucks’ Reserve Roastery in Shanghai which serves coffee blends with different Asian influences, showcasing a blend between Western and Eastern cultures.

Another example is Pizza Hut’s collaboration with KFC in China which created a pizza topped with fried chicken nuggets- catering to local tastes while satisfying customers’ love for fast-food mashups.

Technology And Innovation In Food And Beverage: Smart Packaging, Food Tech

Staying up-to-date with technology and innovation is crucial in the food and beverage industry. Smart packaging with temperature sensors and QR codes can improve transparency and build consumer trust.

Plant-based meat alternatives and sustainable packaging made from biobased materials are becoming popular in China due to their environmental benefits.

COVID-19 has accelerated digitalization, leading to advancements such as contactless ordering systems and online delivery services.

Opportunities For Foreign Brands

Foreign brands have the opportunity to cater to health-conscious consumers by introducing high-quality and unique health foods.

Catering To Health-Conscious Consumers: Opportunities In Health Food Sector

As China places an emphasis on healthy living and nutrition, there is a growing demand for health food products, which is crucial for food security.

According to a 2017 BCG survey, China is the world’s most health-conscious country, creating investment opportunities in the health food sector. This includes nutritious foods such as organic produce, functional foods with added vitamins and minerals, and sustainable options that appeal to eco-friendly consumers.

Some of the biggest players in this space include Sun Art Retail Group Ltd., Dalian Wanda Group Co. Ltd., and COFCO Corporation.

To capitalize on this trend, foreign brands should consider partnering with local producers or expanding their own product offerings targeting the wellness industry.

Companies can differentiate themselves from competitors by offering clean eating options or balanced diet meal plans which have received positive feedback from consumers in recent years due to concerns about food security.

Offering Value-Added Products: How To Differentiate With Quality And Uniqueness

Foreign brands in the Chinese food and beverage market can differentiate themselves by offering value-added products with quality and uniqueness.

Chinese consumers are willing to pay more for premium brands with high consumer trust and brand awareness. To stand out in the crowded market, it is essential to improve product differentiation through quality ingredients, unique flavors, packaging design, or sustainable sourcing practices.

Highlighting a unique selling proposition (USP) is crucial, which can be achieved through niche products or creating memorable experiences for customers, such as personalized packaging or interactive campaigns on social media platforms like WeChat and Douyin.

Price perception among Chinese consumers also differs from Western markets; higher prices often indicate better quality rather than being seen as unaffordable.

Providing Unique And Authentic Flavors: Capitalizing On Global Food Trends

Foreign food and beverage brands in China can succeed by offering unique and authentic flavors that cater to evolving taste preferences. Chinese consumers are seeking diverse culinary experiences, both domestically and globally.

For example, Italian cuisine has become popular in China due to its authenticity and fresh ingredients, while Japanese ramen chains have expanded rapidly with their rich flavor profile and authentic recipes.

Establishing Strong Online Presence: Utilizing E-commerce And Social Media

To successfully target Chinese consumers, it’s important for food and beverage brands to establish a strong online presence through e-commerce and social media.

E-commerce is already playing a significant role in the industry, especially with the pandemic forcing people to buy online. In 2023, cross-border e-commerce is expected to continue growing rapidly for foreign brands looking to enter the Chinese market.

The success of using e-commerce and social media platforms to target Chinese consumers depends on several key factors.

These include having well-designed websites optimized for search engines like Baidu or Alibaba-owned Tmall Global, using algorithms to make product recommendations based on customer data analysis, generating high-quality native advertising targeted at interested customers, and ensuring good supply chain management for quick and issue-free order fulfillment.

Sustainability And Ethical Practices: Opportunities In Green And Ethical Markets

The food and beverage industry is experiencing a trend towards sustainability and ethical practices. Consumers are interested in purchasing products from purpose-led brands that prioritize environmental and social responsibility.

Brands can reduce their environmental footprint by using efficient packaging and eco-friendly materials. Ethical production practices can be promoted by sourcing ingredients from local farmers and ensuring fair labor standards.

Challenges And Considerations For Foreign Brands

Overcoming Cultural And Language Barriers: Localization Strategies

Foreign brands entering the Chinese food and beverage market must overcome cultural and language barriers by understanding Chinese consumers’ values, behaviors, and preferences.

Localization strategies such as cross-cultural studies, international marketing, brand names, and brand loyalty are crucial in tailoring marketing strategies effectively.

For example, American fast-food chains have had success by changing their menu offerings to cater to local tastes while maintaining an image that aligns with Chinese culture.

Furthermore, Starbucks created unique menu offerings specifically for the Chinese New Year holiday season such as their “Pink Peppercorn Frappuccino”.

Foreign brands should invest time and resources in understanding the diverse cultures within China, including regional differences between Northern and Southern regions, which can affect how tastes vary. This is a key consideration when marketing different products across all demographics of consumers living in China’s many cities.

Competing In A Crowded Market: Strategies To Stand Out

In China’s crowded food market, foreign brands need to employ effective differentiation strategies to stand out.

One approach is by providing unique and authentic flavors that cater to evolving consumer tastes such as fusion cuisine or foreign flavors. Another strategy involves offering value-added products that differentiate through quality and uniqueness.

Health consciousness is another factor that can be leveraged, as many Chinese consumers are willing to pay more for high-quality products they trust.

Additionally, sustainability practices offer an excellent opportunity for differentiating in China’s food industry, as many younger consumers are environmentally conscious buyers who associate with ethical companies making sustainable investments on behalf of their social responsibility policies.

Case Studies

Explore successful and less-successful examples of foreign brands in China’s food and beverage market, including their strategies for navigating the challenges and opportunities present.

Successful Foreign Brands In China And Their Strategies

To succeed in China’s food and beverage market, it is crucial to have a deep understanding of Chinese culture and consumer behavior.

Foreign brands that have successfully established themselves as major players in this market have done so by adapting their products to suit local tastes and preferences. On the other hand, brands that have failed to resonate with consumers often do so due to a lack of localization or cultural awareness.

Another effective strategy that foreign brands have used is to establish partnerships with local companies. For example, Coca-Cola partnered with Chinese dairy company Mengniu in 2019 to launch ready-to-drink coffee beverages that were tailored specifically for the Chinese market.

FAQ

. Is China still worth it for a foreign F&B brand in 2025?

Yes, $1.9 trillion market, 7-8% growth, 600 million consumers upgrading daily. If you’re not in, you’re leaving money on the table for locals to eat. Stop asking, start moving.

WeChat, Douyin or Xiaohongshu where do I start first?

Douyin for instant sales and leads (live = cash register). Xiaohongshu for brand love and premium positioning. WeChat to close and keep the customer forever. Order: Douyin → Xiaohongshu → WeChat.

How fast can I test and know if my product works in China?

2 weeks, 50K RMB on Douyin live + targeted ads. Under 3% conversion or 8 RMB CPC = kill it. Above 8% conversion = scale tomorrow, no mercy.

Chinese copy everything – how do I protect my brand?

Register trademark in China Day 1 (10K RMB, 9 months). Flood the market with content and KOLs so fast the copycat looks late and cheap. Speed + noise = your real moat.

We can help you enter the Chinese market! Contact us!

In conclusion, the Chinese food and beverage market is a highly competitive, dynamic industry. As Western brands look to enter this market, it’s critical that they understand changing trends in health and wellness, value-added products, unique flavors, and technology innovation.

By catering to the tastes of China’s growing middle class and offering unique experiences for consumers, foreign producers can tap into new growth opportunities in China’s F&B market.

If you need help getting your brand off the ground or integrating your strategies into Baidu, you know where to turn to. Contact us today for not only educational blogs but to have a partner in building your business and making it relevant in the minds of the Chinese consumer. 

China’s bottled water market is now the largest in the world, and premium brands have become powerful status symbols for consumers. For international marketers, understanding why Evian thrives here is essential to building a successful market strategy of your own.

At GMA, we’ve spent over a decade helping global F&B and beverage brands grow in China through localized branding, e-commerce operations, and digital marketing. Our experience on the ground guides every recommendation we make.

In this article, we’ll break down the exact strategies behind Evian’s premium image in China and show you what your brand can learn from it. By the end, you’ll know how to position your bottled water or beverage product effectively and how we can help you enter the market with confidence.

Bottled water’s ground in China

China’s water market has been increasing at a rapid pace for years, with an average growth rate between 5% to 12%. As for food safety, water safety is also an important concern in China because of water contamination that happened in the past. Nowadays, the Chinese chose to drink boiled tap water or bottled water instead of using a home water filtration system. Because of the mistrust over water safety in China, the market has grown steadily to become the world’s biggest bottled water market.

Evian, the “Hermès among bottled water” in China

China’s booming beverage industry also attracted a lot of international brands such as Coca-Cola, Danone, and Nestlé. Evian is definitely sitting among the most popular products. The imported product from France is considered high-end water in China.

While in France, a bottle of 1.5L is about 0.50€ (US$ 0.59), in China for a bottle of 33cl it’s almost RMB 10 and in some physical shops, the price can reach RMB 20  (US$ 3.128). Some people say that the cost of water may be only 1 cent!

How does Evian become so high-end in China?

Branding power

Some Chinese forums provide this type of explication: “European and American people like to tell stories of their product. Evian Water is no exception.”

To present it quickly, the source of Evian water in the Alps was first discovered in 1789. There was an elder aristocrat who drank it and healed kidney stones. Napoleon III and his empress were also fond of the water, naming 1864 the town as “Evian” (“evua” means water in Latin). In 1878, the French Academy of Medical Sciences formally confirmed that Evian Natural Mineral Water is beneficial to human health. More important, it is said that Evian water can enhance skin elasticity and beauty, this unique reason can be a great marketing weapon today among Chinese women consumers.

Evian mineral water is often referred to “luxury” product by many people. It is not because it is expensive, but because it is a notch higher.

Collaboration with designer

In order to further enhance brand awareness, many brands will choose to collaborate with internationally renowned designers. Evian takes care of its appearance and also often does this. Since 2007, Evian has brought “fashion” into the water industry …

• In 2016, with Alexandra Wang, a Chinese fashion designer from New York, Evian launched a limited edition bottle.
• 2015: with the popular brand Kenzo.
• 2014: with ElieSaas, a Lebanese designer, Evian launched a beautiful cloud bottle
• Here for more information 

Chinese people rely a lot on a product’s appearance to make their purchase or not. Brands can play on their product design and packaging to make a difference from competitors and attract consumers’ eyes. Also, it can indirectly increase the sharing on a social network if the design meets people’s tastes.

Advertising power

Evian has never “slacked” in advertising creativity. While Chinese people began to realize the importance of healthy eating, Evian had already grasped the positioning of advertising campaigns early on — health… and high-end. It suits totally with nowadays Chinese consumer’s needs.

However, in China, advertisements for Evian are in fact rarely seen, but its several soft implants can still attract consumers’ eyes. For example, in the popular Chinese drama “Ode to Joy”, many water bottles that Andy (one of the main characters) drinks are shown, all of them are Evian water. Andy has a high income, and high social status, viewed as a super-wealthy and successful woman in the drama, matching the image of Evian in China.

Product Origin

Evian is an imported product from France. Chinese consumers have indeed a huge appetite for foreign products, considering them as quality products. The increase in revenue and development of e-commerce has contributed to leading consumers to these foreign products, more expensive but also more attractive.

Some advice for entrepreneurs

To summer, marketing to China relies a lot on your brand reputation and Chinese consumers’ image of your brand. You have to know clearly what are your target consumers and how are you positioning your product on the market. There is also 2 advice to launch your business in China :

• Ensure your product or brand visibility online: You need a good SEO on Baidu, the Chinese search engine because as is the case for Evian, and other brands, Chinese people made a lot of research on them. To ensure your reputation and give the best image of your brand, being easy to find is better. To have a Chinese website is the best.
• For selling products in China, you need to be present on an ecommerce platform nowadays. Chinese are more present online than in physical stores. They are more willing to purchase on ecommerce websites because of the convenience and the greater range of available items. It has become the channel of choice to purchase imported items. The most popular are Tmall and JD.com.

GMA is specialized in digital marketing in China. Our agency offers a complete range of services for e-commerce marketers from e-commerce consulting to digital marketing operations. We have developed many successful e-commerce projects because we know how to effectively promote your e-commerce business in China by using the latest digital tools.

Do not hesitate to leave us a comment below or contact our experts for further discussions.

Read also :

• Guide to market a brand of bottled water in China 
• The bottled water market in China is super profitable

Chinese consumers trust foreign dairy more than domestic options, and this shift continues to reshape the entire industry. For international brands, the demand is real, but so is the competition. Entering China without understanding consumer trust, pricing gaps, and local partnerships can make or break your strategy.

At our agency, we’ve spent years helping global dairy and F&B companies export to China. We work closely with exporters, from household European cooperatives to fast-scaling premium brands, and we’ve seen what actually drives results on the ground.

In this article, we’ll break down the key opportunities in China’s imported milk market and show you how to position your brand for long-term success. You’ll learn the trends that matter, the risks to avoid, and the strategies we use to help foreign dairy brands win in China. Let’s get started.

The scandal of melamine milk leads to distrust in domestic dairy products

Since the resounding scandal of melamine milk in 2008 follow-up by another expired-milk scandal in 2013, Chinese citizens do no longer trust their own country’s production and rather choose imported milk, if possible travel themselves abroad to bring back some liters from dairy farmer countries.

These scandals stretch wide open the milk export into the territory; while Hong Kong, Australia, and New Zealand were overwhelmed by Chinese consumer purchasing milk items until leading them to stock shortages, European dairy industries prepare their marketing offensive.

Imported dairy products fill up the lack of Chinese self-sufficiency

According to the latest data from the National Bureau of Statistics, China’s milk production in 2019 was 32.01 million tons, an increase of 4.1% year-on-year. The output rose steadily and ranked among the top in the world, but the production still cannot meet domestic demand. Under such circumstances, imports are also urgently needed to meet consumer demand.

Since 2015, two major Normandy dairy companies have exported their infant milk to China: Maîtres Laitiers from Cotentin French department and the cooperative of Isigny Sainte Mère. Both can attest to their world-renowned expertise in dairy products.

In Isigny, a new unit was built at the factory to meet the demand to export infant milk powder and annually produces up to 30,000 tons of powder for its Chinese partner Biostime Pharma: an investment with positive consequences, with the hiring of a hundred additional employees and the production increase of 20% for the dairy farms supplying it. The export milk powder represents an annual turnover of 119 million Euros, nearly half of the total turnover of the cooperative.

“Maîtres Laitiers” are not left out: they also built a new production unit to supply their Chinese partner Synutra, commissioned in 2017, which aims to deliver 690 million milk packs a year, an astronomical figure that reflects China’s lack of self-sufficiency in this branch of agribusiness.

E-reputation: key point of success in China’s dairy market

Cooperative Isigny Sainte Mère target quality over quantity by focusing on organic and label of protected origin, a contemporary speech that seduces and reassures consumers, always on the lookout for the next food scandal. The ultimate proof of its receptivity to the Chinese market, it turns to e-commerce and plans to create a good e-reputation in order to sell more of its products through the Internet.

Many companies wishing to export are facing the ambitions of their Chinese partners and feel rightly reluctant to reveal their manufacturing secrets. It is essential for a company to be able to attest to the quality of its products and unique manufacturing know-how, in order to maintain an advantage over the many local plagiarisms that will undoubtedly develop.

Relying on good quality and deep know-how, foreign companies can promote their e-reputation via the Internet. This is the key point to sell dairy products in China.

The truth behind massive import

But China might well decide to become self-sufficient in a few years, to overcome its dependence on milk exporting countries: a perspective already worrying producers, as the transfer of technology becomes a recurrence.

After the creation of the C919, first 100% Chinese plane, and of the two TGV CR400 fully assembled in China, plus the will of the authorities to obtain a national saddle horse breed using imported horse breeds, no doubt that China will decide to import cows from abroad in order to improve her milk market and own national dairy product!

The Chinese government does not forget the importance of winning back its consumers to deploy its national market, and therefore is grouping farms to increase yields and trying to improve the qualitative image of its production.

The main exporters of dairy products to China

In China, the main sources of dairy imports are still concentrated in New Zealand, Australia, EU countries, and the United States.

New Zealand is still the largest source of Chinese dairy products imports. Germany has gradually become China’s first source of imported liquid milk. The United States is China’s largest source of imported whey powder, and Australia has continued to export to China milk powder, butter, cheese and fresh milk, maintaining an important place.

China: a very tricky market

But China does not stop there: a policy of aggressive conquest was set up, buying companies or investing in all dairy farmer countries, land, and factories of each sector. China invested in wine by buying vineyards in Bordeaux, in tourism with the mediatized acquisition of Club Med, and in the food industry with the purchase of cultivable land.

Its grip gets even more obvious on its direct neighbors Australia and New Zealand, where it has bought farmland – including the largest dairy farm in the country bought by the Chinese company Moon Lake, playing on his role as a major economic partner.

With the dairy industry accounting for one-quarter of the country’s exports, the pressure on this crucial economic sector for New Zealand can make everything collapse. China has elaborated an incredible trade tactic by creating a strong demand for the time to build up stocks and abruptly withdrawn from the market. Once the New Zealand agricultural cooperations shut down, China was able to break prices to buy cheaply the surplus milk production of its neighbor.

The expectation of China’s dairy market

Demand and spreads will continue to drive imports. Firstly, demand is expected to continue to grow. After the full liberalization of the second-child policy, the number of new births with the second child from 2016 to 2017 was 7.21 million and 8.83 million, respectively.

The spread between domestic and foreign prices will exist for a long time. The difference in production efficiency at home and abroad determines the level of competitiveness. In the short term, the domestic and international price difference is still around 1 yuan per kilogram, and the international dairy product prices are still under downward pressure in 2018, so the price difference-driven imports will continue to grow.

In a word, the volume of imported dairy products will continue to increase and this is the opportunity for foreign dairy companies.

You can also read our Full Guide to Exporting Milk in China

Enter the Chinese market needs preparation: work on your brand awareness and reputation

These strategies are very edifying for any businessman wishing to deal with China. Trade with China needs a wide preparation!

In recent China, people are highly connected with the Internet, and social media play an essential role in Chinese daily lives. Just like discussed earlier in this article, Chinese people distrust domestic dairy products and prefer to buy imported ones.

However, they don’t buy whatever comes from abroad. If they don’t know the brand, they will not buy it. It is thus very important to create your e-reputation and brand awareness on Chinese social media, for example, WeChat and Weibo, the two leading social platforms in China.

You can also read our Strategic Guide to Export Food Brands in China

Our Shanghai-based agency brings together digital marketing specialists: thanks to our experience, we have acquired a deep knowledge of the Chinese market. We master very well how to use Chinese multi-channel marketing strategies to boost your brand awareness and to create a good e-reputation for your brand.

• Do you have any questions? Do not hesitate to contact us.
• Need technical skills? Get closer to one of our experts.
• For more information, visit our website and case studies.

Further readings:

• 5 Ways UK Brands Can Export to China
• Tips to Export your Chocolate to China
• Interview with Ashley Dudarenok : Unlocking the World’s Largest E-market
  
   
  
  

This shift in lifestyle is opening new doors for international food brands. Yet, breaking into China’s frozen food sector isn’t easy. Competition is fierce, distribution networks are complex, and consumer expectations are evolving rapidly.

At our agency, we’ve helped dozens of global food and beverage brands to enter the Chinese market. From navigating local regulations to building online presence and e-reputation, we know what works—and what doesn’t—in this dynamic market.

In this article, we’ll share the key insights you need to understand China’s frozen food market, the challenges to anticipate, and the strategies that can help your brand win in this booming industry.

China Frozen Food Market Dynamics

The Frozen Food market in China is expected to reach more than USD 26,492.8 Million by 2024, driven by a massive demand for the frozen food sector. Chinese people are becoming more and more sophisticated consumers, so they pay extreme attention while making food purchases. This trend is expected to win the market of frozen food products in China over the coming years.

The target for this industry can be further extended to schools, military camps, tourism, the fast food industry, and other fields which will provide an opportunity for expansion. The Key Players are building intelligent giant factories and storage to focus on cold storage transport, and usage of high-quality ingredients to boost China’s frozen food industry growth.

Over the years, the industry of frozen food production in China has developed rapidly. The change in Chinese consumers’ eating habits has driven the demand upward and China is likely to fulfill the growing demand. Packaged frozen meals, chilled, or shelf-stable that are ready to eat or require additional food ingredients will continue to will become the major drivers of the growth of frozen food consumption rates.

Covid-19 helped in boosting frozen food sales

As everywhere else in the world, China was also fighting the Covid-19 virus outbreak. One of the most critical factors of frozen food markets’ rapid development was lockdowns, which made people stay at home without any way to go shopping or eat out. This resulted in a higher market demand for cold stored food with prolonged shelf life, as no one ever knew how long each lockdown will last. The frozen product market scale started growing in 2020 and is continuously growing ever since.

It is predicted that in the future, post-pandemic Chinese people will be looking for ways to shorten food preparation time without sacrificing quality. As such it can be expected that they will prefer frozen offerings which remain convenient and fresh even after one year since the purchase. Although a lot of people prefer the fresh produce of meals cooked at home, they will gladly shorten the preparation time with the usage of half-done frozen products.

What are the driving elements of the Chinese frozen food market?

In a country where going every day to the market to purchase fresh ingredients is still the mainstream, it’s legitimate to ask yourself the reason for the growth of the frozen food industry.

Today, Millennials have a dynamic lifestyle with lesser time available for cooking fresh food and this is the major driving factor for the significant growth of the frozen food market in China. The convenience of frozen food is the key factor that is expected to drive the frozen food market growth over the forecast period.

Hypermarkets, Supermarkets, and convenience stores in China are expected to reach maximum profit margins owing to the sourcing of Chinese frozen food. Chinese mentality about food, diet and eating patterns is changing. Better quality, healthier ingredients, and more reliable nutrition are becoming a new movement in China food production. A different type of frozen food is being added to Chinese grocery lists, creating new opportunities for frozen food companies.

Market Size of Frozen Food Industry by Type in China

The top leading companies in the Chinese frozen food market include Sinian, Sanquan Food Co Ltd, Apex Frozen Foods and Longfeng. However, since the frozen food market is growing, adding up new types of frozen foods, there are a lot of new frozen food companies being launched every year. Only in 2020, there were 12000 newly registered companies that sell frozen food products in China.

Although most Chinese families still prefer to buy traditional frozen foods from various local cuisine, such as glutinous rice balls, fish balls, or traditional Chinese rice puddings, there are a lot of modern frozen foods that attract attention among Chinese consumers.

One of the frozen food types that are seeing rapid development in China’s frozen food market share is ready-to-eat frozen meals. According to research firm Mintel, this sector will gain huge market share over the next years, with fish singled out as a potentially high-value category. We have noted several areas where demand is skyrocketing:

• Breakfast meals – 42% growth predicted between 2016-2022
• Low calorie/healthy options – 39% growth predicted between 2016-2022
• On-the-go meals – 31% growth predicted between 2016-2022
• Kids’ meals – 28% growth predicted between 2016-2022

China Frozen Food Market: most popular segments

When it comes to the most popular segments of the frozen food industry in China, Chinese consumers usually chose from:

• Frozen ready meals
• Frozen pizza
• Frozen meat
• Frozen fish/seafood
• Frozen potato products
• Frozen bakery products

In the future, frozen potato products are expected to be the fastest-growing segment of the frozen industry in China, owing to ease of consumption and cooking, followed by frozen meat and frozen ready meals. Other segments of China’s frozen food market which include soups, fruits, and vegetable products are expected to show faster growth than bakery products.

According to the Chinese urban consumer preference and shopping behaviors, about 48% of Chinese people purchase frozen pork, and 70% of the Chinese population believes that food safety is more important than its price. China has had a lot of scandals regarding food safety in recent years, and that’s why Chinese consumers are very conscious of China’s food market.

Frozen fish/seafood

One of the biggest segments with a considerable market share in the frozen food market in China is the segment of frozen fish and seafood, which are seeing significant growth over recent years. Chinese middle class is growing and Chinese people spend more and more on food. As high-quality frozen fish and seafood are treated as delicacies, the demand is growing year by year.

For example, “Pollock”, roughly $883 million worth of frozen Alaskan pollock reaches Chinese shores each year. Moreover, cuttlefish and squid shipments amount to $445 million annually. Cod fish’ scores are also comparable.

High-end product varieties, such as king crab and lobster, are also seeing an overall distribution channel development. A taste for more gourmet varieties is present, especially in urban areas. Frozen crab exports to the Chinese market rack up $170 million in revenues annually. China also imports roughly half a billion dollars worth of lobster, including rock and Homarus species, each year.

Doing Business in China is not that hard!

With rising disposable income and growing urbanization, China is expected to become a key driver in the purchasing power of frozen food products. China is a good market for the rapid expansion of food outlets along with reduced tariff barriers on frozen food imports by the government. However, the price of frozen food products from multinational brands is still very high in China but sophisticated health-conscious Chinese consumers are ready to spend their money on the quality provided.

Non-vegetarian frozen products also represent the major market share owing to the growing preference and influence of western food services. This trend is encouraged by the expansion of the western restaurant and this is expected to boost the demand for imported seafood such as sushi, platters, lobsters, and oysters.

How to sell frozen food in China?

The frozen food market in China is booming and it offers a lot of new opportunities for domestic and foreign companies. New trends and lifestyle choices of Chinese people work in favor of the frozen food industry, as people tend to look for fast and convenient ways to eat high-quality meals. Further, the overall distribution channel development existing in the realms of the frozen food industry in China is boosting the market expansion readily.

Although the frozen industry occupies a considerable position in the food market in China and offers a lot of opportunities, there are some key factors to consider if you want to start selling frozen food to Chinese people. Here are some of the key considerations;

Sellers and Distributors

Choosing the right seller or distributor is essential for every type of business in China and the frozen food industry is no different. The task is not easy and it is crucial to make a proper market analysis before choosing a partner to work with, as he will be the connecting point between us and the market in China.

Is it advisable to work with a marketing agency that can help with choosing the right partner for your business in China? They can help with finding potential distributors (in both online and offline distribution channels) and take care of the relationship with them.

Supermarkets and hypermarkets are expected to enjoy maximum profit margins representing big opportunities for new international frozen food players to establish their business. Local players can further grow their market with in-store promotions and on-site demonstrations.

Offline distribution is still the leading distribution channel in China and is expected to show decent growth in the future. Having an online distribution channel is also very important to extend your business in China and is expected to grow in the future owing to an aging population that prefers to buy online instead of visiting stores. Due to the huge internet and smartphone usage among young Chinese consumers, having an online distribution channel is something essential to winning the market.

Our experience and our contacts with distributors are right for you if you want to have a successful business in China.

E-reputation and Branding

One of the characteristics of the Internet is that every piece of content leaves a lasting trace over time. On the web, everything that is published on websites and web pages can be found through search engines, even after many years.

Therefore, it is important to take care of the e-reputation of your brand. Most of the popular online distribution channels let people leave comments and recommendations, so make sure all the comments about your brand are positive and will have a good impact on potential customers. Take care of your brand’s image, and try to be visible and recognized on Chinese marketplaces and on social media.

Today more than ever, e-reputation is a fundamental parameter for the success of brands, companies, and professionals. Chinese people usually scroll the Internet for recommendations and other users’ opinions before buying a service or product, when planning a trip, or orient themselves to vote during the elections. Make sure you maintain a good reputation across all online distribution channels of your brand.

It is also important to have a strong image that is constantly promoted in a positive way, so as to find the best distributors in the frozen food market in China.

Social Media Presence

Almost the whole Chinese Internet population is on Wechat, the biggest messaging app and social media platform in China, with 1.26 billion monthly active users. WeChat offers a lot of features that help companies build brand awareness and sell their products in China, such as WeChat Official Accounts, WeChat stores, or WeChat Payment methods. While entering the Chinese market, being on Wechat is a step that you should never omit, if you want to stay in touch with your audience and build trust.

There are many other platforms that are used by millions of Chinese users every day. You can market your products via short articles on Weibo, amazing photos and user recommendations on Little Red Book, short videos on Douyin, and so on. The possibilities are endless and we can help you with tailoring the best marketing strategy for your frozen food business.

Influencers’ Collaborations

Like in the West, nowadays influencers are the driving force on all social media and China is no different. Chinese KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) have huge following bases and can help your brand build awareness and trust among Chinese people. They can market your products through photos, videos, and live streams, bringing new customers in abundance.

Selecting the right influencer for your marketing campaign can bring you great sales and recognition that will help you get a name in the Chinese market.

Trade Shows and Exhibitions

Although digital communication is essential when doing business in China, an offline presence is also very important when selling food on the Chinese market. And the best way to enter China’s food market is through fairs and exhibitions held in major Chinese cities, like Guangdong, Shenzhen, and Shanghai.

In this kind of show, you can integrate any kind of communication. Our advice? Always show your QR code at these fairs to integrate online and offline experiences for the Chinese audience.

Take a chance in the Chinese frozen food industry

China’s frozen food market is growing fast, especially after the Covid-19 pandemic, which is also the case in the Western world. Chinese middle-class’ earnings are rising and so are their concerns about food safety and quality. They want to eat better, they care about their health, and prefer to spend more money on good-quality food without the need to spend more time preparing their meals. There is more and more room for new players in the frozen food market, as frozen food sales are rising year by year. If you’re thinking about entering China’s frozen food sector, now it’s the right time for you!

Need help with entering China’s frozen food market? Contact us!

We are a China marketing agency with more than 70 Chinese and foreign marketing professionals with years of experience in helping companies enter the Chinese market. We can help you build your China marketing strategy, build your Chinese website, find Chinese distributors or help with finding the right online distribution channel for your brand.

Leave us a comment or contact us to discuss your project!

For international food brands, this shift opens new opportunities but also new challenges. Chinese consumers are demanding healthier, higher-quality, and more localized products. To succeed, brands need more than just great recipes. They need a strategy that fits China’s fast-moving digital ecosystem.

At our agency, we’ve helped dozens of global F&B brands enter and thrive in China. From adapting product messaging to launching on Tmall and Douyin, our local team combines on-the-ground insights with years of digital marketing experience.

In this article, we’ll break down what drives China’s ready-to-eat meals market, how consumer behavior is evolving, and what steps your brand can take to capture this growing demand, with practical guidance drawn from our work in China’s food sector.

What were the favorite ready-to-eat meals during the epidemic in China?

China saw a rapid growth of various kinds of products in the ready-meals industry.

Rice noodles, instant noodles, self-heating rice, and self-heating hot pot have been the best sellers among pre-cooked food, and instant noodles and quick-frozen food are the favorite categories, taking more than half of the market.

The market size of quick-frozen food is about 150 billion yuan, and that of instant noodles is about 100 billion yuan. It is expected that the sales growth rate of the instant food industry to remain at around 6% in the next few years and the scale of the industry will exceed 630 billion yuan in 2025.

The success of noodles in the prepared dishes industry

The River Snail instant noodles, also called Luosifen, are a specialty of Liuzhou, a city located in the southeast province of China Guanxi. Since 2014, due to the impact of takeaway platforms such as Ele.me and Meituan, instant noodle sales have shown a downward trend. In 2019, this negative trend stopped. And since 2020, River Snails rice noodles have become the favorite prepared dish during the epidemic.

• Ramen Talk: The brand RamenTalk was established in 2016. In November 2017, “Ramen Talk” announced that it had received an investment of 4 million yuan. In March 2018, “Ramen Talk” completed another 10-million-yuan A round of financing. On April 17, 2020, “Ramen Talk” thanks to Li Jiaqi’s live-streaming sessions sold hundreds of thousands of pieces.
• Baman beef noodles: This brand also emerged as a fast-food brand during the same period. In 2014, Baman Beef Noodles started from offline stores, and in 2016 they launched a series of quick-cooked beef noodles. Since 2014, Baman Beef Noodles has received investment from many well-known VCs such as Zhen Fund and IDG Capital. In April 2018, after Baman Beef Noodles completed tens of millions of yuan in Series B financing, the valuation reached 500 million yuan.
• Sichuan Baijia Foods: On February 19, 2020, Sichuan Baijia Foods secured 110 million yuan in Series A financing, led by Tongchuang Weiye, with a 10% equity investment in Baijia Foods. The funding will be primarily used to increase factory production capacity and expand offline sales channels and online direct supply business. Baijia Foods experienced a significant increase in orders during the Spring Festival last year, with orders reaching a value of nearly 200 million yuan by the end of February, surpassing the sales of 40 million yuan during the period in 2019.

Self-heating hot pot: another leading product in the prepared dishes industry

Self-heating hot pot products are also popular among Chinese consumers. Since the second half of 2016, self-heating food entered the market. Statistics show, self-heating foods were incredibly desired during Covid-19 pandemic.

The number of company registrations increased by 75% compared to 2016, and 1.7 million products were sold during Double Eleven festival last year. This traditional thick soup, popular among Chinese consumers and present in restaurant chains around the country, also became the go-to ready-to-head dish in China.

The industry structure of self-heating hot pot products is relatively concentrated. Among the traditional leaders, there are Haidilao, Dalongyi, Xiaolongkan, and Dezhuang quickly entered the game relying on their main business experience. Snack manufacturers such as three squirrels, Liangpinpu, and Baicaowei also joined the battle.

Chinese demand a healthy transformation of prepared dishes

Prepared dishes and instant food have been popular in China for a long time. However, the consumption of instant noodles has declined in recent years due to the rise of food delivery platforms.

Chinese people are now more concerned about having a healthy diet, which has led to the emergence of high-end prepared dishes like “Ramen Talk”.

This brand focuses on providing high-quality and healthy ready-to-heat food, such as their classic tonkatsu ramen. It allows consumers to enjoy delicious Japanese ramen at home without going to a restaurant.

Traditional instant noodle brands are adapting to changing consumer preferences by launching high-end dishes. The new Chinese strong demand for instant noodles is focused on nutrition, taste, and convenience.

The report shows that for the whole year of 2022, Master Kong achieved revenue of 38.217 billion yuan, with an increase of 7.97% year-on-year.

In its instant noodle business, while container noodles had the highest revenue, reaching 12.321-billion-yuan, high-priced bag noodles revenue was 10.198 billion yuan, and mid-price bag noodles revenue was 2.59 billion yuan, which increased by 4.46% and 6.89% respectively over the same period last year.

What aspects should foreign companies consider before selling prepared dishes in China?

Chinese taste

Chinese cuisine is known for its wide variety of dishes, making it difficult to predict what foreign dishes would appeal to the Chinese palate. However, it is a known fact that the Chinese enjoy consuming hot food and beverages. Soups are particularly popular, and instant noodles are a common choice among pre-prepared dishes. Soups are often paired with noodles, vegetables, and meats.

Additionally, the Chinese prefer to eat rice with sauce and are not fond of dry foods like hard cheese.

Japanese cuisine has gained popularity in China, with Korean barbecue also being well-liked, especially in major cities. Italian pasta and Australian steak are other popular foreign dishes among the Chinese.

Chinese consumer behavior is constantly changing, so companies need to adapt. Chinese consumers are becoming more open to trying new foods, and even small details can impact their perception of a product. This is why its important to promote your brand with such content on Chinese e-commerce platforms.

For example, Kraft successfully entered the Chinese market by studying consumer preferences and creating a less sweet, more affordable version of Oreo biscuits in smaller packages. It’s important for companies to understand and cater to the evolving tastes and preferences of Chinese consumers.

Chinese consumers do their research online: it is also true for premade food

Although the market is growing there are a lot of preconceived ideas about premade food: tastes wrong, is bad for health, and so on. It is important for premade food brands to counter these ideas in order to make it on the market with direct consumers and with distributors.

It does not matter if you are looking for a wholesaler or wish to sell directly to consumers, building your reputation online is the number one step to making it in China.

Today, Chinese citizens spend 5 hours 20 minute searching the Internet. They do many activities on the web and companies leverage this trend to create a business, in fact, the Chinese digital ecosystem is huge, and is easy to lose your way inside it.

Chinese users, especially the younger generation do everything online and have to choose among different apps for multimedia information.

A company can sell something on its own website (the less popular option), or through its online store on one or more eCommerce platforms (and social eCommerce platforms).

Chinese can spend more quickly and rapidly than their western counterparts and this is due to digitalization.

The importance of digital marketing to gain the attention of Chinese consumers

Considering that the Chinese routine includes many hours per day on the internet, a company that wants to be competitive in a such digitalized market must have a strong presence on the web.

After having done some market research and had known what kind of products a certain target can appreciate, the company should study its digital marketing strategy, that even if varies according to the offer and the demand, it usually shall include at least some of the following digital channels:

• Chinese website: A website is a personal space for a company to communicate its mission, history, and offerings. In China, it’s important to have written content in Chinese and adapt the design and communication to Chinese preferences. To increase online visibility, an SEO strategy can be used. However, to be visible on Chinese search engines like Baidu, a Chinese domain ending with .cn is necessary. It’s important to note that having multiple domains can result in penalties from Baidu.

• Chinese search engines, social media, forums, online magazines, and blogs: utilizing digital spaces to enhance your online reputation is crucial. Engaging in conversations and reviews on Q&A forums, online press, and social media helps build trust with your target audience. Word-of-mouth recommendations play a significant role in purchase decisions. Additionally, creating content on these platforms aids in organic SEO by increasing backlinks and improving search engine rankings.

Baidu: the search engine to promote your prepared dishes in China

Baidu is the most popular Chinese search engine with more the 70% of the market share. Other popular Chinese search engines are Shenma, Sougou, and Haosou.

The relevance of Baidu decreases for mobile usage. This is mainly due to the power of the Chinese tech giant Tencent in the social media field. In China, the most used social media app is WeChat, and it is owned by Tencent, which also owns Sougou.

The result is that Sougou is the second largest search engine on mobile research with 23% of the market share, which follows 42% of Baidu.

Use Forums & Q&A to promote your premade food brand undercover

The Chinese equivalent of Quora is Zhihu. Just like Quora, you can write questions and answers and link websites. In this way, you can give and receive reviews about your brands and products and do SEO.

Chinese Social Media are Keys for Premade food brands

Chinese social media: the most powerful tools to improve your reputation in China. According to your target, you should choose which social media use for branding.

WeChat, Douyin, and Weibo are very popular in China but should be used in very different ways. If the communication on Douyin (the Chinese original version of TikTok) mainly relies on short videos, WeChat content is articles send as newsletters in instant message format or promotional messages sent within WeChat groups, but not only.

And while WeChat is a closed network where users are more familiar with them and generally visit the content of friends or people they already know; Weibo is an open social media where users are also used to seeing the content of brands and people that do not follow yet.

Start selling your premade food on Chinese eCommerce platforms

Do you want to sell to Chinese consumers? You need a store on one or more of the numerous eCommerce channels.

Just one suggestion for those who want to sell foreign food in China: the point of strength of foreign products in China cannot be the low price, because surely the Chinese can find cheaper products sold by Chinese players.

And, considering the increasing interest in high-quality products even in the prepared dishes sector, this information is not so bad. The most used cross-border eCommerce platforms to buy high-quality products are Tmall Global and JD Worldwide.

Not by chance, one of the most successful categories of products sold on Tmall was prepared dishes.

Case Study

Haidilao Hot Pot is a well-known Chinese restaurant chain that specializes in hot pot cuisine. In recent years, they have expanded their business by introducing prepared hot pot dishes for consumers to enjoy at home. This move has been incredibly successful, and Haidilao has become a household name in China.

Here are some key factors contributing to Haidilao’s success:

• Brand Reputation: Haidilao has built a strong reputation for providing high-quality hot pot dining experiences in their restaurants. This reputation has helped them gain the trust and loyalty of consumers, making it easier for them to introduce prepared dishes into the market.

• Product Innovation: Haidilao continuously innovates and develops new products to cater to the evolving needs and preferences of Chinese consumers. They have introduced a wide variety of prepared hot pot dishes that are convenient and easy to prepare at home, without compromising on taste and quality.

• Distribution Channels: Haidilao has leveraged its existing restaurant network and supply chain to distribute their prepared dishes. They have established partnerships with various supermarkets, online platforms, and delivery services, making their products easily accessible to consumers across China.

• Marketing and Promotion: Haidilao has invested in effective marketing and promotion strategies to create awareness and generate interest in their prepared dishes. They have utilized social media platforms, celebrity endorsements, and targeted advertising campaigns to reach their target audience and build brand recognition.

• Customer Engagement: Haidilao focuses on providing excellent customer service and engaging with their customers. They actively seek feedback and suggestions, which helps them improve their products and better meet customer expectations.

By implementing these strategies, Haidilao Hot Pot has successfully introduced prepared dishes into Chinese kitchens, expanding their reach and revenue streams beyond their traditional restaurant business.

We are your local partner in China ! Contact us !

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

China’s snack market is one of the most competitive in the world. Understanding how Lyfen rose from a small seafood seller to an online powerhouse reveals the kind of marketing agility and consumer insight every international brand needs to sell on Tmall.

At our agency, we’ve helped global brands navigate China’s fast-moving digital landscape for over a decade. From strategy to execution, we’ve seen firsthand what works when it comes to connecting with Chinese consumers.

In this article, we’ll break down Lyfen’s winning approach and share key lessons you can apply to your own brand’s growth strategy in China.

The Chinese snack market

According to the think tank EO Intelligence, the sales volume of China’s snack market will reach 3 trillion yuan in 2020 and surpass 4 trillion yuan in 2025. This market experienced tremendous growth of 422% between 2002 and 2016.

Given the consumption upgrade and the COVID-19 pandemic, China’s snack market will experience rapid growth in the coming years with a trend toward fresh and healthy food.

Consumers are paying more and more attention to eating healthy and fresh food. According to a report issued by Beijing-based think tank EO Intelligence, up to 71 percent of the surveyed consumers said snacks are of equal importance to their physical and psychological health. Over 85 percent of millennials, who are the main consumers in the market, said that freshness and healthy qualities are their top focus in choosing snacks.

Read as well: China is a paradise for Snacks Brands

1. When Selling Snacks in China, Everything is about leverage

When starting a new project, we have to understand one thing: either we can do things by ourselves, or we’ll need some help.

Laiyifen, which mean “get one share” in Chinese, makes and sells cheap and popular traditional Chinese snacks from melon seeds and peanuts to ducks’ stomach and dried beef. Shanghai Laiyifen, which has the biggest number of shops in China, aims to increase sales of overseas sourced products by 30 percent in the next few years, as it’s facing an increasing demand from a growing middle class. The imported products range from Australia’s milk and Italian spa water to South Korean cheese codfish sausages. However, like any company willing to drag some new market share, Lyfen was in need of new solutions to develop its business.

And which better solution than developing its client’s portfolio? Let’s do some marketing, maybe networking, let’s put some discounts here and there… When doing arts, you can choose to make a draft and play it cool, having fun. Or you can target success, and prepare yourself for a real paint on 2x3m toil ready to be exposed. Well, in business it’s the same. If you’re not sure how to perform and use the best strategy which will bring you the success you need, you can call on experts. An outsider that will make you save both time and money.

The Lyfen Case Study: Chinese Snack Leader

That is what Lyfen did when contacting GMA. I am sure that in your carrier many ideas came to your mind. But tell me, are you afraid? Maybe you don’t want to contact advisers because you think they are overpriced? Maybe you think that delegating is risky and you will better do it yourself.

Unfortunately, we can’t find a magic formula for success but there’s one thing sure. Don’t stop believing in your projects! Don’t stop believing in your dreams, in your objectives, and give yourself the chance to achieve them.

And here again, that’s what Lyfen did.

A simple mission:

“Develop my market shares and turnover”. That’s all we need.

Starting there, we developed a new concept. A mediatic buzz. They needed one to change the market trend. A 1-million-dollar solution! (charged much cheaper…)

As a Digital Marketing Expert on the Chinese market, we decided to rebrand the company based on the “souvenirs” of an entire generation.

Our mass destruction weapon: creativity.

To do so, we changed the entire product while creating a new packaging under the sign of the dragon.

Creative genius or maybe just professional marketing, we decided to make the brand go from the snack industry to the gifts one.

Imagine turning crisps into a new item that will suit all your friends. That is a hard bet yeah? Especially considering that 80% of people receiving gifts in China are women. Not your friend Bryan, but WOMEN. And which woman won’t be super happy to receive shrimps’ crisps in a box? The perfect gift, right? Very few tried, none succeed.

None but us.

2. In China, don’t just sell snacks

In the west, we are very quick to condemn everything as gimmicky, cringy, and so on.  In China, a candy brand-inspired lipstick would not be seen as such, nor would a special snack packaging. On the contrary, special design and packaging add a unique value to your products that consumers appreciate.

Lyfen 2019 Mid-Autumn festival Tmall Campaign: a Snack brand  Online Success Story

At GMA we love challenges. Anytime someone is facing a difficult situation, we celebrate it. Something like “Chef, we don’t know how to do that… Champagne!”

When you reach a certain level, you understand that any challenge you face is a new opportunity to grow. And we’ll show you exactly how. Finding a way to sell you shrimps crisps as the new hype gift is a real challenge.

But do you remember while being a kid, when you were staring at this wonderful biscuit jar? Your favorite one. And when you were living a real adventure just to put a hand on it? This glorifying moment when reaching it. Until the moment when you realize that your parents already finished all of it and turned it into a sewing box….

A kid’s ultimate deception but parents’ best investment. Yeah! It was delicious and they can use it to do something else with it. It’s awesome.

Following this, adding brainstorming sessions, some design, and imagination, we transformed a company offering snacks into a company offering “premium” gourmet snacks within a beautiful jewelry box. The art of double use.

This, plus a strong digital campaign, and work on the brand image, and BOOM!

You’d be surprised by all we can get with some talents.

When selling snack in China, follow your intuition and trust yourself

The case of a crisp packet transformed into a jewelry box can make you smile. Maybe it sounds not realistic?

Well, we’ll notice here that all good preparation leads to good results.

When a golf player is ready to hit the ball, the difference between winning and losing is a matter of millimeters. Touching the ball 2mm at the wrong place can lead to terrible repercussions a hundred meters away. Training, preparation, repetition, and control are as many keys as you’ll need to make the difference between an All-In or putting the ball in the nearby lac.

Lyfen trusted us and still thanks us today.

China’s Snack Leader Lyfen 2019 Mid-Autumn festival Campaign was a success

Let’s talk about the campaign’s result now.

• Mastering branding and digital marketing in China, it’s 10 million RMB turnover in 1 week after launching the product.
• Mastering cultural codes and the Chinese environment, it’s 20 million RMB turnover in 1 month.
• We attracted over 200,000 new clients.
• Over 3000 limited edition products sold out in a day.
• Sales increase close to +1000%.
• Close to 4 million views on Weibo.
• Over 4 million views for our video campaign.
• An ROI (return on investment) of +500%…

And even more than a successful mediatic campaign, we got a satisfied client. Your success matters, don’t neglect it.

Selling Snack in China: Go further

After the 2019 Autumn Festival’s success, Lyfen and GMA decided to keep working together. We are still working on Lyfen gift box packaging but we also developed a more complete & Omni-Chanel marketing strategy.

Here is some of our 2020 work for Lyfen:

Sell Snack in China with Kols and Short Videos (Douyin)

Use Video Format to direct traffic to your Snack Online Store

Our Agency can help you sell snacks in China too

Would you like to have the same success as Lyfen? Discuss with us your project!

WHO’S GMA?

1. GMA is the most visible marketing agency in China.
2. Successful projects: we are professionals in promoting your company in China while using the last digital tools.
3. Chinese are always connected, we know all the tools and platforms used by Chinese people. To reach your consumers, adapt your strategy.

For international brands, understanding China’s food culture goes far beyond recipes or restaurant trends. It’s about grasping how traditions, etiquette, and evolving dining habits influence consumer choices and brand perception.

At our agency, we’ve helped global F&B and lifestyle brands enter the Chinese market for over a decade. From decoding regional preferences to adapting marketing messages for platforms like Xiaohongshu and Douyin, we’ve seen firsthand how culture shapes success.

In this article, we’ll walk you through the essentials of China’s food culture and modern dining habits—so you can connect with Chinese consumers authentically, build trust, and position your brand for long-term growth.

Food in China: From tradition to modernity

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Ever since the 1980s, China has developed a broader and deeper relationship with food than the rest of the world, as a result, Chinese culture was able to benefit from other countries’ rich cuisine and unique cooking recipes. China is a nation with an ancestral history of food culture, and as such food has become an essential part of Chinese culture.

Over the last 20 years, Chinese citizens have deeply changed their eating habits, and food in China has undergone many transformations. The experience of great famines during the communist era, made them pay attention to what they eat.

Privatization of agriculture resulted in a skyrocketing of field productivity and since the 1990’s Chinese consumers are no longer starved with an average of over 3000 kcal per day and per capita. Free trade allowed China to recover its 3500 years old culinary tradition.

Chinese people like to eat

The food is holly in China. Knowing how to cook is still very important for a woman. To illustrate this commitment to food, I’ll give you some examples of everyday life :

• The first thing a chinese person will ask to a foreigners is : “Do you like Chinese food ?”
• The second one will be : “Are you accustomed yet to chinese food ?”
• The third one is : “Do you know how to cook chinese food ? (Be careful never to say yes, otherwise you will have to invite them!)

Besides, the first thing you must ask when you are going to visit a family in China is  « chi fan le ma »? which translates to “Have you eaten already ?”

Restaurants in China

As already explained in a previous article about restoration in China, Chinese people like to go to restaurants quite often with colleagues, childhood friends, family, and business partners. Restaurants in China are affordable and you can eat there every day. Chinese citizens like to say that the food at home is always tastier than in the restaurant (if it’s well made). This is not necessarily wrong, nor bragging as the food they can buy by themselves should be better than the one used in most restaurants.

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Chinese like to do shopping at the market or supermarket because the quality is better. Mostly fresh foods. Thus, it is impressive to see that even at 6 am you can see seniors doing their shopping there just in order to benefit from the best products.

Chinese have confidence in foreign supermarkets such as Carrefour for the quality and also the fact that the Cold Chain is never broken. They are quite curious about foreign food but rather chauvinistic so according to the foreign food will never compare with the Chinese one.

No doubt that the fastest growing exotic food is the so-called “American junk food”.  For instance, Mac Donald and KFC are very well established in China and attract more and more young people.

Wasting food in China: a “tradition” the Country wants to Stop

Surprisingly Chinese love both abundance and wasting stuff. For them, there must always have food on the table, so do not try to finish everything or more will soon come on the table. If you invite make sure that the meals are in abundance if you do not want to lose your face (especially for business). The dishes are ordered in even numbers, it brings you luck.

The tradition wants the food to be plenty and various on the dining table with meat, fish, vegetables, but also different cooking styles ( steam, fried, or in sauce). It is important to always have a spicy dish on the table, with alcohol flowing. Chinese people prefer large tables for many people, fifteen is good, but sixteen or more is better. The louder you talk the better fun you have. That’s the reason why in China one often hears quite unpleasant noise in a restaurant one is not accustomed to it yet. The better if you invite is to book a private room for your guests to ensure freedom of speech.

Rules of etiquette when eating in China

The person invites (and pay), chooses the dishes, which means that the dishes are not individuals, but for all the guests. One has to pick in all the dishes, without embarrassment. Having cooked something sophisticated is a sign of politeness. At first, the Chinese will always insist to pay and will get angry if you want to share or pay for them. The right attitude is to invite them for another time later to keep a good relationship with good guanxi

One surprising thing you should do is to force your guests to taste, eat, or drink. It is always very friendly to fill the glass of your host. For example, as far as a Ganbei is finished, the glass should be filled in 3 seconds. And in China, we also use toast and drink ing “bottoms up” as a way to show virility. Before drinking, you must tapper the glass against the table if others are too far. Usually, after 10 Ganbei, there is a warm atmosphere, and you can make fun of the Chinese becoming reddish. more details alcohols China

The Chinese Diet

Historically, famines were a great threat but today it is rather an obesity. McDonald’s and Coca are accused, but also the candies’ market that is skyrocketing.

The diversity of meals.

The Chinese are well known for using everything as a cooking ingredient. They have a saying: « everything that has 4 legs eat except chairs ». Thus, one can find all sorts of dishes, focused on some body parts. The Chinese, who are fairly superstitious believe that eating a part of an animal provides resources for this part. So, if you have vision problems, it is good to eat fish eyes. If our heart is fragile, chicken hearts are an excellent remedy. If you have impotence problems … I guess.

Calcium deficiency

One striking figure in China is the fact that unlike us, they suffer from a lack of milk products in their alimentation. No cow’s milk, but often tofu (soybean)’s milk. No cheese or very little. Chineses do not cook with butter or cream and consume little or no yogurt. They do not like dairy products, but it has probably provoked calcium deficiencies and may explain their smaller size and less weight due to lower bone density.

Food in China: Traditions and customs

The Chinese eat with chopsticks … it’s not a scoop. But eating with chopsticks requires pre-cut all the food before serving. This gives a very fine food. They use a rotating round table where each guest can pick up the desired quantity. The Chinese take three meals a day. One early in the morning (6 am), one at 11 am and the last one after work (6 pm). Breakfast is often still traditional: things not eaten the day before, prepared rice, Chinese egg hundred years (marinated in vinegar) tofu milk with a sort of churros.

1. Diversity of Cuisine

China’s cuisine is incredibly diverse, with each region offering unique flavors and dishes. The major regional cuisines include Sichuan, Cantonese, Shandong, Jiangsu, Fujian, Hunan, Anhui, and Zhejiang, each known for specific ingredients, cooking techniques, and flavors.

2. Importance of Freshness

Fresh ingredients are paramount in Chinese cooking. Markets with fresh vegetables, seafood, and meats are common, and meals are often prepared with ingredients bought that day. see this franchise good restaurant

3. Balanced Flavors

Chinese cuisine emphasizes a balance of flavors—sweet, sour, bitter, spicy, and salty. This balance can vary significantly between regions. For example, Sichuan cuisine is known for its bold and spicy flavors, while Cantonese cuisine tends to be milder and slightly sweet.

4. Rice and Noodles

Staple foods vary by region. In southern China, rice is a staple, while in the north, noodles, dumplings, and bread-like dishes made from wheat are more common.

5. Tea Culture

Tea is an integral part of Chinese culture, with various types such as green, black, white, oolong, and pu-erh. Tea ceremonies and the art of tea making are important cultural practices. concept of restaurant here

6. Dining Etiquette

Chinese dining etiquette includes using chopsticks, sharing dishes family-style, and showing respect to elders by serving them first. It’s also customary to tap the table with fingers as a sign of thanks when someone pours you tea.

7. Healthy Food

Chinese cuisine often incorporates the principles of traditional Chinese medicine. Ingredients are chosen not just for flavor but also for their health benefits. Ingredients like ginger, goji berries, and ginseng are common for their believed health-promoting properties.

8. Street Food (always so good)

Street food is an essential part of Chinese culinary culture. Local snacks and dishes like jianbing (savory crepes), baozi (steamed buns), and chuan’r (skewers) offer a taste of authentic Chinese flavors.

9. Festive Foods like Dumplings

Certain foods are traditionally eaten during festivals. For example, mooncakes are eaten during the Mid-Autumn Festival, dumplings during the Spring Festival, and rice dumplings (zongzi) during the Dragon Boat Festival.

10. social media and Food in China

Understanding these aspects of Chinese food culture can enhance your appreciation and enjoyment of the cuisine while also helping you navigate the social and culinary norms in China.

Social media has had a profound influence on food culture in China, transforming how people discover, share, and experience culinary delights. One platform that stands out in this landscape is Little Red Book (Xiaohongshu or RED). Here’s an exploration of its impact and the broader influence of social media on food in China:

Little Red Book (Xiaohongshu or RED)

**1. **Platform Overview xiaohongshu is a social media platform combining user-generated content with e-commerce. It allows users to share reviews, recommendations, and experiences about products, including food and dining. the social networks for lifestyle in China

**2. Food Discovery Users share posts about their dining experiences, recipes, and food recommendations. This content helps others discover new restaurants, cafes, and street food spots, often highlighting lesser-known or trendy places.

**3. Influencer Impact Food influencers and bloggers on Little Red Book have significant sway. Their posts can drive traffic to specific restaurants or create viral food trends. Their recommendations are trusted by their followers, influencing dining choices and food purchases.

**4. Visual Appeal The platform’s focus on high-quality visuals makes food content particularly engaging. Beautifully presented dishes and aesthetically pleasing food photos attract attention and drive user engagement.

**5. Recipe Sharing Home cooks and chefs share detailed recipes and cooking tips. This exchange of culinary knowledge encourages users to try new dishes and cooking techniques at home.

**6. Reviews and Ratings Users can post detailed reviews and ratings of restaurants and food products. This community-driven feedback system helps users make informed dining and purchasing decisions.

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https://www.linkedin.com/pulse/chinese-food-beverage-market-2024-healthy-indisposed-dax6e

Broader Influence of Social Media on Food in China

**1. Trend Creation Social media platforms like WeChat, Weibo, and Douyin (TikTok) are instrumental in creating food trends. Viral challenges, unique dishes, and food hacks often originate and spread rapidly through these platforms.

**2. Marketing and Branding Restaurants and food brands use social media for marketing and branding. Engaging with customers through posts, stories, and live streams helps build brand loyalty and attract new patrons.

**3. Online Ordering and Delivery Social media integration with food delivery apps like Meituan and Ele.me has streamlined online ordering. Users can order food directly through links on social media posts, making the process convenient and efficient.

**4. Virtual Communities Social media has fostered virtual food communities where enthusiasts share experiences, tips, and recommendations. These communities often focus on specific cuisines, dietary preferences, or cooking methods.

**5. Cultural Exchange Social media facilitates cultural exchange, introducing users to global cuisines and culinary practices. Exposure to international food trends influences local tastes and encourages culinary innovation.

**6. Real-time Feedback Restaurants receive real-time feedback from customers through social media. This immediate interaction allows businesses to address issues promptly and improve their services.

**7. Health and Wellness Trends Social media has amplified the focus on health and wellness in food choices. Trends like clean eating, plant-based diets, and functional foods gain traction through influencer advocacy and user discussions.

In summary, social media, particularly platforms like Little Red Book, has significantly influenced food culture in China by driving food discovery, creating trends, and fostering a vibrant community of food enthusiasts. This digital shift has transformed how people interact with food, from cooking and dining to reviewing and sharing experiences.

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China’s Regional Food differences.

Each region of China has its specialties and its habits. Coastal regions have the habit of eating a lot of fish and seafood, while mainland areas eat more meat and cereals. Traditionally, the north is generally characterized by warm dishes. Shanghai’s Kitchen is marked by sweet dishes. Southern cooking is pretty sweet plus all local peculiarities, snake, monkey, and rat … In the west, Sichuan, Hunan it is very spicy.

As for minorities, they have their own traditions. One can find cheese and yogurt among the Mongols (which would explain their superhuman strengths). Tibetans mix barley flour with tea and yak butter. And we must not forget the famous barbecues of the Uyghurs. I could go on like this as there are hundreds of specialties.

China’s Diet fast evolution

In China, everything evolves very quickly. And food habits are no exception. Rice and grains have lost their importance, and the Chinese are increasingly consuming meat (300% of the growth of meat consumption between 1978 and 1994).

 The Chinese did not usually eat sweets but consumption trends changed in China, and candies ‘ products are skyrocketing, like cereal bars, cakes, chocolates, and chewing gum. Sweet drinks (Coke, fruit squash, and lemonade) are gradually replacing tea, the official Chinese drink. We also note the increase of consumption of oil (for frying), sweets, and alcoholic beverages, see the alcoholic beverage market in China.

Chinese Households food budget..

It is estimated at 36% of the budget, according to a study by the ICC. Chinese urban spend on average 36% of their total budget on food (13.4% in France). The variation depends on the income. The 10% poorest urban devote 47.4% on food. The 10% of the richest devote 28% to food and they consume fewer grains and more fruits and milk. Currently, the budget share devoted to food is losing its importance in favor of housing, health, and education.

Except for cereals and vegetables, all other food products are increasing their share of the global food consumption reflecting changing lifestyles. For instance, the number of dairy products consumed per year increased from 4.6 kg/capita in 1995 to 18 kg/capita in 2007, while that of cereals fell from 130kg/ capita in 1995 to 75.9 kg/ capita in 2007. Consumption of pork remained stable (18.4 kg to 20 kg), the poultry consumption increased (3.4 kg to 8.3 kg) and that of seafood (7.7 kg to 10 9kg) less significantly.

Etiquette for conducting business in China

Meals and banquets are an important aspect to take into account when doing business in China, indeed meals and banquets are often used as a setting to form business deals, build relationships and even more importantly, show respect to your future business partners. Some of the practices associated with dining in China may vary depending on the city however, there are several standard elements of dining etiquette that will be practiced all over China.

Seating arrangements: As for the seating arrangements for conducting business meetings in China, the most main guest sits on the side of the table, the furthest away from the door, and positioned in the middle place of the table, the second most important person seated next to them and so on, this process should be repeated in descending order of importance.

Table Manners: Dining etiquette in China can be a bit more organized than in many western countries and the protocol can also vary according to the level of formality used between the participants. Most Chinese business meals are in the form of banquets, often with a huge number of dishes available. It is considered good manners to serve others before serving yourself, also in order to be seen in a good light, try eating everything you are served, of course without showing displeasure.

Toasting and drinking: The meal’s host will usually make a toast at the start of a meal and if you are the honored/main guest it may be a good idea to reciprocate the toast soon after, or at the end of the meal. It is commonplace to toast the health of the host and all the people present and to the prosperity of the business that brought all of you together. Keep in mind that when drinking, never refill your own glass yourself, instead refill your neighbors and they will, in turn, fill yours.

Last but not least, the bill!

The bill: It is standard practice in China that whoever has invited you to take part in the meal to pay the bill, bear in mind that you should not offer to leave a tip, indeed this is not common practice in China and is technically illegal…

Food Trends in China

• Modern chinese food is the latest culinary trend taking over China, and Shanghai is leading the way ! Modern chinese food is essentially consists of combining creatively  local flavours with traditional ingredients in order to create unique and attractive menu items.
• According to Meituan’s database (one of China’s delivery service alongside Dianping) , Sichuan cuisine made up the highest percentage of eateries for 2017 and 2018, representing 4% (2017) to 5% (2018). Meituan also reported that young chinese millennials (indivuals born in the ‘90s) are the driving force behind this trend, which represents around 51% of all dining out options.

• The popularity of coffee has encouraged all kinds of food innovations. Nowadays, chinese consumers can not only drink coffee, but also eat it ! The forms and coffee varieties have become even more diversified than it was before. From the simple basic coffee to coffee and tea, coffee and alcoholic drinks, the consumption form has also expanded from drinks to coffee snacks.

Impact on the chinese food market

Luosifen, a very odorant noodle dish from the southwest of Guangxi province has experienced an unexpected increase in popularity in China during the COVID-19 pandemic.

A humble noodle dish originating in southwest China’s Guangxi Province became a national hit and something of a limited commodity during the pandemic. As a result, Chinese consumers can’t get enough of it. Luósīfěn (螺蛳粉), or river snail rice noodles, originated from the city of Liuzhou, where it has been served in street-side stalls as an affordable snack since the 1970s. The unique dish, known for its pungent aroma, is made from simmering snails, pork bones, and several spices for many hours, resulting in a spicy broth that is served with rice noodles, fermented bamboo, dried beancurd, peanuts, and vegetables.

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For international pet food brands, this shift signals a major opportunity. Chinese pet owners are spending more, demanding higher quality, and treating their pets like family. Understanding these trends is key to entering and succeeding in this competitive space.

At Gentlemen Marketing Agency, we’ve helped global pet food and f&b brands localize their message, build trust, and grow in China’s unique digital ecosystem. Our on-the-ground experience gives us an insider’s view of what truly drives Chinese consumers.

In this article, we’ll break down the forces shaping China’s premium pet food market, and what you need to know to export food products to China highlight winning brand strategies, and share actionable insights to help your business thrive in this rapidly expanding sector.

Contributing Factors To The Growth Of Premium Pet Food In China

Pet ownership is on the rise in China, and along with it comes an increase in humanization of pets, higher disposable income, and growing awareness of pet health, all contributing to the growth of the premium pet food market.

Increase In Pet Ownership And Humanization

One major driver is the significant increase in pet ownership and humanization among young people, women, and high-income groups.

In China, there is a growing trend of pet humanization where owners are treating their pets with more care and attention, investing both financially and emotionally in their well-being.

This has led to a greater demand for premium pet food options as owners seek to provide the best possible quality of life for their furry companions.

For instance, studies have shown that Chinese millennials prefer palatable treats made with natural ingredients or customized recipes based on individual needs for their fur babies.

Another example: pet food sales accounted for ¥111.2 billion ($17.5 billion USD), or 55% of the market share, making China the second largest market, behind only the U.S., despite only 23% of Chinese households having pets, compared to 60% of Americans.

Furthermore, with new pet owners who are young, well-educated, and wealthier, the pet industry is set to see explosive growth over the next decade.

Higher Disposable Income

The growth of premium pet food in China can be attributed to the rise in disposable income among urban households.

Many Chinese consumers are now willing to spend more on high-quality and nutritious pet food that caters specifically to their furry companion’s needs, including specialized diets tailored for puppies or kittens and ingredients sourced from reliable suppliers. This trend is particularly noticeable in the pet product industry.

This trend toward higher spending reflects not only an increased sense of responsibility but also growing awareness about proper pet nutrition among Chinese urban households.

Growing Awareness Of Pet Health

The rise in demand for premium pet food in China can be attributed to the growing awareness of pet health. People in China now consider their pets as part of their family, and scientific research on diet and pet health has contributed to this mindset shift.

Various studies have highlighted the importance of quality nutrition for pets, revealing links between inferior ingredients and severe health issues such as obesity and kidney problems.

In response, more pet owners choose premium pet food brands that prioritize high-quality ingredients backed by veterinary recommendations.

Benefits Of Premium Pet Food For Pets And Owners In China

Premium pet food provides many benefits for pets and their owners in China, including improved health and energy levels, better nutrition leading to fewer health issues, and quality ingredients that support overall wellness.

Improved Health And Energy Levels

Premium pet food can improve the health and energy levels of pets, which is becoming more important to pet owners in China. Scientific research has shown that a balanced, high-quality diet can reduce the risk of diseases and increase energy levels for pets.

Successful premium pet food brands in China focus on promoting the specific nutrients in their products that promote healthy digestion, skin, coat, eyesight, or joint function, appealing to conscious consumers seeking scientifically proven benefits.

Better Nutrition And Fewer Health Issues

The premium pet food sector offers numerous benefits for both pets and their owners in China, including better nutrition and fewer health issues.

With premium pet foods, pets get access to high-quality ingredients that meet their nutritional needs.

Moreover, premium pet food manufacturers pay attention to digestive health and use natural ingredients that reduce the chances of allergies or sensitivities in pets.

For instance, Mars Petcare provides comprehensive veterinary care, nutrition, and wearable health monitoring for pets through its holistic approach toward pet wellness.

Quality Ingredients

Rising pet ownership in China is leading to greater demand for high-quality imported pet food. Pet owners are seeking out premium pet foods containing nutritious and protein-rich ingredients.

Some brands are importing ingredients from other countries known for producing high-quality products in response to consumer demand for better-quality pet food.

For example, Australian-made Ziwi Peak uses free-range meats sourced from ethical farms and fisheries in New Zealand while Canadian brand Petcurean boasts about using only fresh regional ingredients in its recipes.

Successful Premium Pet Food Brands In China

Premium pet food brands in China, like Royal Canin and Hill’s Science Diet, have successfully tailored their products to meet the unique requirements of Chinese pets by utilizing local market insights and social media campaigns.

Case Studies Of Successful Brands

Here are some case studies of successful premium pet food brands in China:

• Royal Canin: This brand has been successful in building a strong brand image by focusing on pet health and nutrition. They have partnered with veterinarians and pet stores to provide guidance to pet owners. Additionally, they offer breed-specific diets for cats and dogs and promote their products through social media.
• Ziwi: A New Zealand-based company that produces air-dried pet food made from locally sourced ingredients. The company has been able to appeal to Chinese consumers who value quality ingredients and natural products. Their marketing strategy includes collaborations with influencers and hosting educational events.
• Orijen: A Canadian brand that offers biologically appropriate foods for pets made from fresh regional ingredients. They have created customized marketing initiatives that resonate with Chinese consumers, such as promoting their product’s quality using the slogan “90% meat content”.
• Challenges for foreign brands entering the market: Foreign pet food companies need to adapt their marketing strategies to align with Chinese preferences, which can be challenging due to cultural differences. Additionally, regulatory and distribution challenges may hinder entry into the market.

The booming premium pet food market in China presents a plethora of opportunities for investors and global pet-food majors looking to expand into Asia.

According to data from the China Feed Industry Association, in 2021 China’s pet food production reached 1.13 million tons. Additionally, the largest pet food-producing regions in China were the northern provinces of Hebei and Shandong, which reached a production output of 429,847 tons and 268,064 tons, respectively, according to data from the China Feed Industry Association.

Marketing Strategies Used

Here are some effective marketing strategies they use:

• Collaborating with popular local influencers and celebrities to endorse their products on social media platforms like WeChat and Weibo to reach a wider audience.
• Creating visually appealing packaging designs that stand out on store shelves and appeal to Chinese consumers’ love for luxury goods.
• Participating in pet-related events, such as pet adoption days and trade shows, to showcase their products and increase brand exposure.
• Offering promotions and discounts during festivals like Chinese New Year and Singles Day to attract shoppers looking for deals.
• Translating all marketing materials into Mandarin Chinese to ensure the message is clear and accessible.
• Emphasizing the quality of ingredients used in their products, as Chinese consumers place high importance on food safety and quality assurance.
• Utilizing e-commerce platforms like Taobao, Tmall, JD.com, or Amazon China to sell their products online.

By implementing these strategies effectively, premium pet food brands can market themselves competitively in China’s booming pet food industry.

Challenges For Foreign Brands Entering The Market

Here are some key challenges for foreign pet food brands:

• Competition from domestic pet food producers: Domestic pet food producers in China have been rapidly expanding their offerings and gaining popularity among Chinese consumers. This can make it difficult for foreign brands to break into the market.
• Language and cultural barriers: Understanding local cultures and language is crucial for any successful marketing strategy in China. Foreign brands may need to adapt their messaging, branding, and packaging to better resonate with Chinese consumers.
• Regulations and certifications: There are strict regulations on imported pet food products in China. Foreign brands must comply with various certifications and testing requirements before entering the market. Failure to comply can result in delayed market entry or rejection of products.
• Distribution channels: Finding the right distribution channels can be a challenge for foreign brands, as many established retailers may already have partnerships with domestic brands.

We are your local partner in China!

The Chinese premium pet food market is experiencing growth due to increased awareness of pet health and humanization, resulting in a greater demand for quality ingredients and better nutrition.

Additionally, rising disposable income among Chinese pet owners has allowed for increased investment in their pets’ well-being.

Successful brands in this market have implemented marketing strategies tailored to Chinese consumers, while foreign brands face challenges entering the competitive market.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

For international F&B brands, this event is more than an exhibition. It’s a gateway to China’s fast-growing consumer market, offering direct access to buyers, distributors, and the latest industry trends.

At Gentlemen Marketing Agency, we’ve helped global food brands successfully enter China’s complex market and make the most of trade fairs in China like SIAL. Our on-the-ground experience gives us a clear view of how to turn participation into long-term growth.

In this article, you’ll discover what makes SIAL China essential, the opportunities it offers, and how to prepare your brand to stand out at the event.

SIAL China: What you need to know

SIAL China is more than just an international food exhibition; it holds the prestigious title of being Asia’s largest and most influential trade show for the food and beverage industry. It’s also one of the biggest and most popular trade shows in China, attracting many professional visitors year by year. Every year in May, it attracts anyone in restaurants, food services, catering, and F&B industry from all countries and regions.

A benchmark for overseas companies entering Asia and China

SIAL China serves as a benchmark for overseas companies looking to enter the Chinese market.

With approximately 40,000 experts and 2,000 exhibitors from around the world in attendance, this international exhibition provides ample opportunities for business expansion and growth. Not only does SIAL China showcase the latest food innovations and trends in the industry, but it also offers valuable insights for those venturing into the Asian market.

Located strategically in Shanghai – a global hub of finance and innovation – this event is an ideal platform for cross-border collaborations in the food and beverage sector. With its extensive exhibitor list and global participation, attending SIAL China can provide your company with invaluable connections and access to new markets.

Showcasing the latest food innovations

SIAL China serves as a valuable platform for showcasing the most cutting-edge food innovations in the industry. With exhibitors from around the world showcasing their enhanced product lines and innovative creations, this exhibition is truly a hub for discovering what’s new and exciting in the market.

Whether you’re looking to expand your global brand or gain exposure in the Asian market, SIAL China provides an invaluable opportunity to connect with industry leaders and showcase your own innovative products.

SIAL China Locations

SIAL China stands out with SIAL Shanghai and SIAL Shenzhen, as well as the renowned SIAL Global Food Industry Summit.

SIAL Shanghai

SIAL Shanghai, touted as “Asia’s largest food & beverage show,” is a leading exhibition in the industry. It’s an event of magnitude set to attract approximately 150,000 attendees – evident proof of its popularity and significance within the food and beverage world.

Vibrant regional pavilions along with targeted highlight sectors such as Babyfood Village and Organic & Wellness Village are among the key features of this expo.

Strategically located in Shanghai – one of China’s major commercial hubs and gateway to Asia – SIAL Shanghai offers unmatched networking opportunities for marketing managers like yourself from across the globe.

Exhibitors at this event find it a stable platform to make their presence felt in Asian and Chinese markets while discovering new trends that can drive business growth. As part of SIAL China’s broader initiative, SIAL Shanghai also stands as a testament to showcasing innovations propelling the foodscape forward.

SIAL Shenzhen

SIAL Shenzhen is a gem launched by SIAL China, which ranks as Asia’s largest food exhibition. Created in partnership with COMEXPOSIUM, the event opens up massive business opportunities for you and your brand in a market boasting 1.4 billion customers.

Part of its allure comes from key highlights such as the revered SIAL Innovation Contest – an avenue for showcasing product innovation and spotting trends before they hit mainstream markets.

Focusing on these aspects can help you enhance your marketing strategies and stay ahead of industry changes.

SIAL Global Food Industry Summit

The SIAL Global Food Industry Summit, a highlight of SIAL China, manifests itself as an unmissable event for industry professionals. With the inspiring theme “Bracing the World” this year, it caters to food and beverage sectors interested in networking, trend discovery, and knowledge advancement.

As part of its commendable effort to bolster China’s food industry growth since 2000 by Comexposium Group; the summit serves as a beacon for global food trade show enthusiasts. Notably, Farmmi showcased its innovative products at this international food exhibition – a testament to its reputation as a benchmark for overseas companies eying Asian markets.

With elements like insightful seminars and an innovation competition included in the program offering valuable insights on food market expansion and trends; it arguably models what future international exhibitions should strive to emulate.

Benefits of Attending SIAL China

Attending SIAL China offers the opportunity to network with industry professionals, discover new food and beverage trends, and participate in the prestigious SIAL Innovation competition.

Networking with industry professionals

Attending SIAL China provides an exceptional opportunity to network with industry professionals from around the world. As Asia’s largest food and beverage trade show (alongside another world class fair, Anufood China), it attracts a diverse range of participants, including international buyers and top players in the food sector.

Through networking at SIAL China, you can establish valuable business connections that can lead to collaborations, partnerships, and new market opportunities. It’s a platform where you can exchange ideas, share experiences, and stay updated on the latest trends in the global food industry.

By engaging with like-minded professionals at SIAL China, you can expand your network and gain insights into emerging markets, innovations, and consumer preferences. Don’t miss out on this chance to connect with key players in the food industry and propel your business forward.

Discovering new food and beverage trends

Attending SIAL China offers an incredible opportunity to discover new and exciting food and beverage trends in the industry. As the largest food and beverage exhibition in Asia, SIAL China attracts exhibitors from almost every sector, showcasing everything from beverages to confectionery products, dairy to fresh fruits.

With a focus on innovation and new product launches, you can stay ahead of the curve and get a sneak peek at what’s next in the market. Whether it’s exploring the latest snacks and sweets or diving into the world of milk and cheese products, SIAL China is your one-stop shop for discovering cutting-edge trends that will shape the future of the food industry.

Don’t miss out on this chance to be at the forefront of new flavors, ingredients, packaging innovations, and more!

Participating in the SIAL Innovation competition

This unique international competition recognizes and celebrates the best innovations in food and non-food products, including packaging and containers.

It’s a platform that encourages and promotes innovation within the industry, showcasing the most cutting-edge products and technologies. By participating in this prestigious competition, you not only get to showcase your own innovative offerings but also gain valuable exposure among industry professionals from around the world.

So gear up, unleash your creativity, and make sure your brand is recognized as a leader in product innovation at SIAL China!

How to prepare and promote a brand on SIAL China?

Successfully participating and promoting your brand at a food fair like SIAL China involves a combination of thorough preparation, understanding the local market, and employing effective marketing strategies. Here’s a basic step-by-step guide:

Deep Understanding of the Target Market

Before you even begin planning for a food fair like SIAL China, you need to gain a thorough understanding of the Chinese consumer market. It’s crucial to know their tastes, dietary preferences, and habits, as well as the current trends in the food and beverage industry. This knowledge will help you decide which products to present and how to position them to the Chinese market. Running focus groups, surveys, and market research are great ways to accumulate this information.

Regulatory Compliance

China has a complex regulatory landscape, especially when it comes to food and beverages. Ensuring that your products meet all legal and safety requirements is non-negotiable. This process might involve everything from adjusting ingredient lists to modifying packaging information. Engaging a local partner or consultant with expertise in China’s food regulations can be immensely helpful in navigating this process.

Brand and Product Localization

Adapting your brand to the local market is a key aspect of preparing for a Chinese food fair. This includes translating labels and marketing materials into Mandarin and other regional languages, adjusting product formulations to suit local palates, and potentially even adopting a Chinese brand name that resonates with local consumers. The goal is to make your brand as accessible and appealing as possible to a Chinese audience.

Eye-Catching Booth Design

Your booth is the face of your brand at the food fair. It should not only be visually appealing but also clearly communicate your brand’s identity and product offerings. Consider collaborating with a design agency that understands both your brand aesthetic and the preferences of the Chinese market.

Remember to incorporate elements of your brand’s story and values into the booth design to create a more meaningful connection with visitors.

Leverage Social Media and Digital Platforms

In today’s digital age, your promotion efforts should extend to online platforms. Promote your participation in the food fair on popular Chinese social media platforms like WeChat, Weibo, and Douyin. Post engaging content, such as sneak peeks of your booth, product highlights, and teasers of any on-site activities you’re planning.

Influencer Partnerships

Influencer marketing, or Key Opinion Leader (KOL) marketing, is extremely effective in China. Partnering with KOLs who align with your brand can increase your visibility, as they can promote your participation in the fair to their large following. They can also be invited to your booth during the fair to attract more visitors.

Engaging On-Site Activities

Plan for interactive activities at your booth. This could be product tastings, cooking demonstrations, or Q&A sessions about your products. Such activities create memorable experiences and allow potential customers to engage with your brand and products in a hands-on way.

Networking and Relationship Building

Take the opportunity to network with other industry professionals, potential partners, and customers. Building relationships is a cornerstone of doing business in China, and personal interactions at the fair can pave the way for future business opportunities.

Post-Fair Follow Up

Your work doesn’t end when the fair does. It’s essential to follow up with the contacts you’ve made at the fair, be they potential customers, partners, or industry colleagues. Use a CRM system to keep track of these contacts and ensure no potential lead falls through the cracks.

Remember, each brand is unique and will have different needs and objectives. Tailor this advice to best fit your brand, and you’ll be on your way to a successful food fair in China.

We Can Help You Participate on SIAL China!

In conclusion, SIAL China is not just a trade show, but an international platform that connects global suppliers and buyers in the food and beverage industry. With its record-breaking scale and exhibition area, it provides valuable insights into trends and innovations, making it the benchmark for overseas companies aiming to enter the vast Chinese consumer market.

Attending SIAL China opens up opportunities for business expansion, networking with industry professionals, and discovering new food and beverage trends. Don’t miss out on this leading annual trade fair that showcases the best of the F&B industry!

At Gentlemen Marketing Agency, we have a deep understanding of the Chinese market dynamics and the invaluable role food fairs like SIAL China play in this intricate landscape. As the bridge between your brand and China’s burgeoning food industry, we are committed to simplifying your journey towards market entry and expansion.

Our team of seasoned professionals is equipped to handle every aspect of your participation in SIAL China, from vendor registration to booth design and on-the-ground logistics. We also understand the importance of an engaging brand presentation and possess the expertise to make your brand stand out in this highly competitive environment.

But our work doesn’t end there. At GMA, we view SIAL China not just as a standalone event, but as a springboard for long-term success in the Chinese market. We integrate your SIAL China participation into a comprehensive strategy that includes post-event follow-up, customer relationship management, and localized marketing campaigns.

So, whether you’re an established brand looking to expand your footprint or a new entrant ready to make a splash in the Chinese market, let Gentlemen Marketing Agency navigate the complexities of SIAL China for you, turning challenges into opportunities for growth and success. Reach out to us today to get started.