Selling Brand Britain's Food and Drink to China's 2018 Consumers (Webinar)
China has become the world's largest consumer market with 50 million households joining the middle-upper classes over the next four years.
Foreign food and beverage has been one of the fastest growing imported categories, climbing 25% in 2017 alone. Yet China's allure has also made it the most competitive and dynamic market on the planet.
Whilst British brands are held in high esteem, just having a Union Jack and ecommerce listing is unlikely to result in sales.
Brands need to be targeted, localised and resonant to tap into the enormous opportunity that China presents.
Join this session to learn about:
About the presenter:
- How Chinese consumers are different to British
- Profiles of Chinese target segments
- Geographic variances between consumers for food and lifestyle tastes and emotional cues
- The importance of localisation for products and formats with examples
- An example of a customer journey for consumers with the relevant touch points and why it is the way it is
- Retail channels, how they are changing, trends such as new retail and why it is relevant for the food and beverage categories
Mark Tanner is the founder and managing director of Shanghai-based China Skinny
. He has provided China market growth strategies and research to over 150 brands across 22 categories including Ikea, IHG, Colgate, Reckitt Benckiser and Tourism Malaysia. His views on Chinese consumers have been quoted by more than 200 international media outlets and he regularly provides commentary in publications such as Bloomberg, Reuters, FT and Forbes where he is a columnist. Mark was selected by Alibaba to anchor their promotional video introducing Single’s Day in 2016. He authors the most read newsletter about marketing to China and is a regular keynote speaker in both China and internationally from Shanghai to Sydney, Barcelona to Beijing, Helsinki to Hong Kong and many places in between. Prior to moving to China Mark led the world's first unbroken paddle down the River Nile, hunted for Viking treasure in Iceland and cycled solo across Canada mid-winter.