The ice cream market in China

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I will introduce you to the most famous brands in China and cHow to market your Ice Cream Brand in China?

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We can tell you that this is a growing market that still has a lot of potential. The Chinese consume 3.5 liters of ice cream per year, compared to 6 to 8 liters in Western countries.

This market is currently dominated by two foreign companies: Unilever and Nestlethe two rival giants, are fighting with all their might to take shares in the retail market, as some new local ice cream companies have entered this promising market.

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Unilever holds around 10% market share with its Wall’s brand, followed by Nestle, present under “the animal’s backline”.

THE fast foods like Mac do and KFC have greatly favored the consumption of ice cream.

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The big ice cream producers Dairy Queen, Baskin Robbins or Haagen-Dazs rejoice as they are increasing their sales volumes despite the economic crisis.

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The American Giant Dairy Queen (DQ), is Dairy Queen’s third largest market in China by sales and second by number of stores, with over 1,100 locations. The Bloomington, Minn.-based company is teaming up with private equity firm FountainVest Partners to add another 600 by 2030.

“What we’ve seen over time is the steady growth of the middle class and income levels in China, which makes our brand and our products much more accessible,” said Bader, 57. , in an interview conducted on April 29 during Berkshire’s annual shareholders’ weekend.

.You should know that DQ works with 3 main partners, who deal with the marketing of this brand in China.

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The largest ice cream production line in the world Baskin–Robbinswants to open 20 new points of sale in the main cities of China, including 5 in Beijing and 15 in Shanghai and Xi’an.

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The Swiss giant Nestlé with its brand Movenpick, recently appeared on this Chinese market (2006). This brand is positioned in the high-end segment and competes directly with the high-end ice cream producer Haagen-Dazs.

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This brand has a selective distribution strategy and has set up points of sale only in 4 and 5 star hotels. Its activity in China is growing strongly and this brand is now attacking the markets of secondary cities such as Xi’an, Shenyang and Sanya.

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Finally, the company Haagen Dazs entered the mainland China market in 1996, the group now has 48 branches and has announced a 20% increase in turnover this year..see the quality of Haagen-Dazs site

II) How to market your ice cream brand in China?

You are an ice cream brand and you want to sell your ice cream in China:

Already, ask yourself the first question: do I want to do B to B or B to C

2 different strategies:

1st strategy: B To B

I want to find one or more Chinese distributors, but I don’t know how to find them. Simple: work on your visibility and your reputation in China and you will find distributors

Distributors are constantly on the lookout for new brands, but if you are not visible in China, it will be difficult for you to find them. This is why I advise you to open accounts on Chinese social networks (by being accompanied, of course) and get started! As you can perhaps do on Instagram, Pinterest or Facebook

Do the same, on WeChat, Weibo and Red, the 3 most used social networks in China

2nd strategy: B To C

I open my flagship store on Tmall, the biggest MarketPlace in China, and I sell my ice cream directly to consumers OR I open my store offline

Know that these two solutions will always bring you back to Branding, work on your brand image, work on your reputation, it is this work that will make you succeed in China.

The Chinese have a lack of confidence due to the many scandals, reassure them, show them that you are a renowned and quality brand.

Do you want to be accompanied?

We can help you promote your Ice Cream in China

With a team of over 70 Chinese and international marketing experts, we have the knowledge and experience to help your business succeed in China.

We will create social media profiles and design marketing strategies specifically tailored to Chinese consumers. Whether you are just entering the market or looking to increase your brand recognition, we can help you achieve your goals.

Contact GMA for more information. Claire VEROT our Digital Director, based in France with 6 years of professional experience, will answer all your questions.

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