Analysis of Food Marketing Strategies in China

Chinese food is one of the best in the world and boasts various characteristics. As such, China’s food market remained firmly established despite the influence of COVID-19. There has been a change in the pattern of buying from offline to online, but it is maintaining a steady rise.

 

Gwochao Trends

Recently, the popularity of Guochao has soared due to the trend of the Chinese food market, and sales of Chinese products are increasing. Guochao is a patriotic consumption trend among Chinese, which means the preferred consumption trend of domestic brands. This is supported not only by patriotism armed with Chineseism, but also by improving quality and encouraging the Chinese government to consume its own brands, so the enthusiasm is unlikely to subside easily.

Especially after the U.S.-China trade dispute, the enthusiasm of Guochao is getting higher.

 

[Picture 1] The image from the article “gwochao”

 

Diet Trends

Recently, diet convenience food have become a trend due to the spread of single-person households, increased long-term work, and increased interest in dieting. Currently, China’s demand for convenience food has increased as more workers work more than 10 hours a day on average.

As more and more people value health due to the influence of COVID-19, the diet market has gradually grown, emphasizing the importance of weight management with the aim of the Chinese government’s Healthy China.

 

It has been showing steady growth since 2017. Accordingly, foods with the title ‘sugar-free, fat-free’ have begun to appear and become popular.

 

[Picture 2] Market size of health and functional food in china from 2016 to 2020

 

Seasonal Marketing Trends

Seasonal marketing is to maximize the marketing effect by intensively promoting it according to a “specific time” such as holidays and anniversaries. Seasonal marketing is the first major comprehensive event (ex. Alibaba’s Section 11), and it is a comprehensive event that covers all products, and is popular worldwide due to its wide discount policy and promotion, and voluntary participation of brands and consumers. The second is a holiday and anniversary event that brings the purpose to Chinese holidays or anniversaries, such as giving milk to the Lunar New Year. Finally, there is a specific item event. This is an event that targets a specific item or target, and a representative example is “Tsuhoje” that targets food. At this time, users of the e-commerce platform can see a sharp rise.

 

 

Hebronstar Strategy Consultants

Hao Li / Associate Expert