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.

Read more

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.

I am Jon Wang, expert in F&B GMA, and I will give you a breakdown of why, what’s happening, and what niche Brands might consider doing about it.

1. Why lactose-free products are growing fast in China

High prevalence of lactose intolerance

Many studies estimate that up to 85-90% of East Asians have some degree of lactase deficiency, meaning they can’t fully digest lactose in dairy products.

Even though dairy consumption in China has grown rapidly, the risk of digestive discomfort pushes a large share of consumers toward lactose-free or low-lactose products. Source Daxue

Rising health awareness and shifting diets

My personal experience, is that Consumers are increasingly health conscious, looking for products that are easier on digestion, “cleaner,” and better suited to individual needs. Lactose-free dairy, plant-based milks, and enzyme-treated products fit into this trend.

Strong growth forecasts

The lactose-free dairy market in China is growing fast. Forecasts suggest an expanding consumer base — up to 310 million people with varying levels of lactose intolerance — but lactose-free products still occupy a small share of the dairy market, leaving a big room for growth

Demand for dairy alternatives (soy, oat, almond, etc.) is also projected to grow strongly, driven by urbanization, disposable income increase, and evolving diets.

E-commerce is facilitating access

Imported lactose-free products, specialized dairy brands, and plant-based milks are readily available on cross-border e-commerce platforms, which lowers the barrier for consumers to try them.

2. What kinds of lactose-free/lactose-reduced products are doing well

• Lactose-free milk and milk powder from foreign brands. For example, some Finnish and New Zealand companies have launched lactose-free milk powder especially for the Chinese market.
• A2 milk and “digestive-friendly dairy” options. These have seen rising demand as an alternative for consumers sensitive to regular cow’s milk.
• Plant-based milk alternatives (soy milk, oat, almond, etc.) are increasingly popular, either as purely dairy-free options, or as complementary products in a mixed-diet approach. Grand View Research
• Specialized digestive enzymes or lactase supplements are also part of the broader “lactose intolerance / digestive wellness” market, though the main consumer-facing trend is still in consumable foods and drinks.

3. What that means for *Brands

If you’re search for Supermarket , partner with shop, a hotel, café,, restaurant, or tour business and want to appeal more strongly to Chinese, especially health-conscious or younger ones, here are some practical ideas:

1. Stock lactose-free or dairy-friendly drink options

Consider offering lactose-free milk, lactase-treated milk, or plant-based milks (soy, oat, almond, etc.) in your breakfast buffet, café, or minibar. Even a small selection can make a big difference for travelers who are sensitive to regular dairy.

2. Highlight the options clearly

If you offer lactose-free or plant-based choices, make sure it’s visible: list them on your menu, put a small “乳糖不耐-friendly” note in Chinese, and train staff to mention them when welcoming guests or serving food.

3. Use Chinese social media to signal “digestive-friendly options”

A short Douyin video or Xiaohongshu post titled something like “Travel tips: avoiding lactose discomfort abroad” can show that your property or restaurant is considerate of Chinese dietary realities. That positions you as attentive and trustworthy. Better than traditional distributors that ask Fees source Distribution China blog

4. Partner with Chinese dietary influencers or “health ” KOLs

Many Chinese are increasingly interested in “health travel,” wellness, and eating better abroad. If you can introduce a partner café or local restaurant that offers lactose-free or low-lactose options, or if your own service provides them, linking with influencers on diet or wellness could bring positive exposure.

5. Offer a simple “digestive-friendly welcome kit”

Small things go a long way: a bottle of lactose-free milk for breakfast, a little oat milk latte option, or even lactase enzyme tablets available at reception (or suggested in your welcome guide) can help guests feel more cared for , and spread good word of mouth.

6. Communicate in advance

If you handle Chinese people traffic or bookings, you can mention in your WeChat mini-program or official account the fact that you offer lactose-free or dairy-friendly products. This kind of advance communication can reassure travelers and make them more likely to book your service over a competitor that doesn’t advertise such dietary sensitivity.

4. Final Take Jon Wang

Lactose intolerance is common in China, and more and more consumers are actively seeking lactose-free, low-lactose, or plant-based alternatives in their everyday diet. E-commerce and cross-border platforms make those products easy to access, and rising health awareness means this is no longer a niche market.

For Brands, being aware of and responsive to this consumer trend stocking lactose-free options, clearly communicating that fact, and signaling “digestive-friendly hospitality” on Chinese social platforms can give you a real competitive edge and make your service more appealing, caring, and differentiated in a fast-moving market.

Top Readings

https://www.linkedin.com/pulse/how-sell-health-products-online-china-we-do-2tq4e

Pet owners in cities like Shanghai and Beijing are spending more than ever on veterinary care, supplements, and premium health products. For international brands, this is not just a trend, it’s a fast-expanding opportunity.

At GMA, we’ve helped dozens of foreign pet product companies enter China and build lasting visibility online. Our on-the-ground experience gives us a clear view of what works—and what doesn’t—in this competitive market.

In this article, you’ll learn the key drivers behind China’s pet health boom, the products consumers demand, and the marketing strategies that make foreign brands stand out.

Pet health market growth in China

According to the market research made by Frost & Sullivan, the pet industry, which includes food, medical, grooming, and general products, is expected to reach RMB472.3 billion ($66.8 billion) in China by 2023. According to datamintelligence.com, The China Animal Health Market is expected to grow at a CAGR of 6 – 7% during the period 2020-2027. The Chinese pet health market is growing, mainly due to the following factors:

• Demographic trends and changing perceptions of pet ownership
• the rising popularity of pet ownership
• the willingness of owners to increase spending on their pet’s health
• the introduction of healthcare innovations

Chinese pet owners are becoming increasingly aware of their pets’ health and nutrition and are also looking for veterinary services. This, in turn, is creating a growing demand for diversified forms of pet health care products.

Pet health products , what is popular in China in 2024

The products of the pet health market mainly include:

• medicines
• anti-infectives
• medicinal feed additives
• vaccines
• parasiticides

The vaccine segment is expected to have the next highest market share as it strengthens the immune system against disease-causing pathogens. Indeed, growing cases of health problems in pets have resulted in the need for vaccinations against multiple diseases. Owners are increasingly concerned about the safety of their pets and are now opting for preventative vaccines in advance.

China Pet Health Industry Segmentation by animals

The pet Health market is segmented by animals into cats, dogs, equine, fishes, and others, in any case, the market is dominated by dogs and cats.

Anyway, the Chinese pet economy is still in its infancy, and there is still significant potential for greater pet ownership in the country. This can be inferred from the fact that in 2018, 100 million households, or 22% of total households, in the country owned a pet, which is far less than the United States, where 67% of families owned pets.

Who’s driving the Pet health market in China?

Chinese millennials are the driving force behind this market. Young Millennials under the age of 30 accounted for 45.2% of the total pet owners in China in 2019, while Millennials aged 30 to 40 made up 29.5% of the pet owner population.

This younger demography drives the growing demand for online resources. This is especially evident given the popularity of apps and forums for pets in China.

Unlike their older generation counterparts who seek a simple company, Millennials take care of their pets. They see animal welfare as a top priority and are also willing to spend money on products to ensure they are well-fed and healthy.

International Brands are the first healthy choice for Chinese pets owner

Pet owners in China are among the most experienced digitalization buyers in the world. Almost 90% purchased pet products online, with many often turning to cross-border e-commerce platforms to find premium and high-quality imports that are not yet widely available offline in China.

As an increasing number of consumers in China try to offer the best to their pets, this market represents a significant growth track for international brands that go beyond the essential elements for establishing trends.

These international players are dominating the market currently with their product development strategies and extensive experience in the production of pet products. Therefore, Chinese consumers are more willing to trust and buy products from these brands. This is especially true in health products.

This vision helps foreign brands to enter the market as there is an opportunity to emphasize their experience, reliability, and knowledge.

Who are the main players of the Chinese pet health industry?

The China pet health market is fragmented with the presence of multiple local and international players. More than 40% of the China pet health market is attributed to the top five players:

1. Boehringer Ingelheim
2. Zoetis
3. Bayer Healthcare
4. MSD Animal Health (Merck)
5. Virbac

Others include China Animal Husbandry Co. Ltd, Dachang, Elanco Animal Health, Vetoquinol SA, and joint ventures like Meili Omni-Honesty (Boehringer Ingelheim and Beijing KangMu Omni-Honesty Animal Health Products Co. Ltd.)

E-commerce is the dominant force in the pet health market in China

E-commerce remained the most important distribution channel for pet health products. The younger generation tends to be more computer savvy and prefers to order pet products online as it is more convenient.

For example, during the recent 618 Tmall shopping festival, pet health products have seen a purchase growth of +208%, and pet food a purchase growth of +634%.

How to promote your pet health products in China?

Brands that want to enter the Chinese market should understand that Chinese consumers don’t buy products they don’t know, therefore branding in China is essential to reach consumers and sell your products. In China, when you want to buy a product, people rely on people who have already tried that product, friends, reviews on social networks, and especially the reviews of their idols.

Therefore, a good digital marketing campaign is essential to allow your brand to enter the Chinese market. With over 800 million Internet users today and a vibrant social media scene, well thought out digital marketing in Chinese strategy is essential.

The solution for a successful digital marketing campaign is to adapt your strategy to the market. Copying a strategy that works in your country might be risky because tradition and culture are of primary importance for the Chinese and it is a good move for brands to refer to the Chinese.

Therefore, you should localize your content and promote your products on Chinese channels like the Chinese search engine Baidu, Chinese social networks like WeChat and Weibo, Chinese forums, and Q&A platforms, and then sell your products on Chinese e-commerce platforms.

Use Baidu to get visibility in the Chinese market

When the Chinese need to search for information or check something: they use Baidu. Baidu is the most powerful search engine in China, the most used. Have you ever heard of this Chinese expression: “Baidu yi xia ba” (the equivalent of “google it”)?

The first step of your digital marketing campaign is to get visibility on Baidu. How to do so?

BAIDU SEO

A brand should create a Chinese website, hosted in China and get an ICP license because Baidu knows only Mandarin and gives priority to websites hosted in China, so they are extremely important for your SEO ranking.

If you want to break into the Chinese market, Baidu SEO is a must step and a must-have. However, Baidu is really different from Google, if you want to know more, you can contact us.

In addition, Baidu Zhidao, Baidu Baike, and Baidu Tieba are part of the Baidu ecosystem and they are excellent at driving traffic to your website obviously since they belong to Baidu, they tend to rank higher.

BAIDU SEM

Baidu PPC is a great tool to use as the first step in your global marketing strategy. It gives you some credibility, if you can make Baidu ads, it means you are a real brand and also bring your first visitors to your website. In a second step, it will work great combined with a good SEO strategy. Both channels will support each other in a sustainable way.

Baidu ads will be full of challenges from the moment you register. It can take several months but once you’ve set up a good routine with your ads, it is a great tool a complete the rest of your marketing effort.

Chinese social networks a great option to promote pet-related product

Social media in China are the best place to work on your branding and therefore to get visibility on the Chinese market. Choosing the right social media to reach your goal is the most important step of your journey, however, there are so many it can be tricky. However, GMA can help you to find the right one for your brand and products.

Word of mouth and big communities are at the heart of the Chinese internet and a brand should not underestimate their functionalities. In addition, the majority of social media in China are social eCommerce, it means that they use UGC and their communities to sell. A brand can promote and sell products directly in the same app, using one of these platforms can be an alternative to Tmall and JD, cheaper, and offers tools to build your e-reputation.

Work on your E-reputation with Wechat: Necessary for your Pets Brand

WeChat is the app on which the Chinese spend most of their time, with over a billion active users and more than one million transactions per minute, WeChat is an aggregator of features that allow the user a true omnichannel experience.

It is thus the best way to offer your brand visibility and create a community that will follow you. In addition, WeChat mini-programs, “mini-apps” built into the WeChat app itself, concern all types of services: sales, e-commerce, and government services.

Weibo the perfect place for buzz marketing

With 520 million monthly active users, Weibo is the second most used social network in China, presenting itself as a micro-blogging platform.

Weibo has been around since 2007 and is part of Chinese netizens’ social media routine. It might not be as popular as it was once, but good commercial content on Weibo can be a lot more impactful than on Wechat.

With Weibo, it is easy to share and get viral. It is an open social media, everyone can see everything and comments everywhere which encourages people to comments and engage between them and with a brand.

After registering on Weibo as a business, it is necessary that you get it verified. It will give you access to more tools and give you more credibility with your followers.

On Weibo is crucial to keep in touch with your followers by answering questions, giving suggestions but also by keeping your Weibo page alive by posting good content, easy to consume, and easy to share.

Press release & Pet-related Forums

PR is a marketing tool that excludes Paid ads. It consists of having an authority profile talking about your company. It can be media (newspapers, blogs..), KOLs, or even the community.

Let People talk about your brand increasing brand awareness among Chinese people. KOLs and communities are powerful and widely listen to the Chinese internet.

The most known Chinese forums for pet products are Smellme, Yourpet, Liuliu, Boqii, and Fdog.

The Chinese Q&A platform Zhihu

Zhihu is a Chinese Q&A platform launched in 2011, it is similar in the west to Quora and Yahoo answers. It has never stopped growing and evolving to suit its users. The platforms have developed many tools such as Zhihu Class which are a kind of ted talk.

To be present on Zhihu will allow you to answer questions about your field but also to educate your target audience about your brands/products in an undercover way. It is an excellent tool to increase your conversion rate and to increase brand awareness.

The platform has an array of features that can be used to create and manage a community around a topic related to your brand. Use these tools to engage with your audience and exchange information with them but also to build your authority.

Chinese e-commerce platforms

In China more than everywhere else the reputation of a brand is what will make the difference. Chinese consumers do trust new brands and are not risk-takers, resulting in a very low conversion rate. E-reputation should be the basis of your marketing strategy when doing e-commerce in China.

The most known e-commerce platforms, which sell all kinds of products, included pet health products, are: Tmall, Suning, Kaola, and JD.com.

Tmall

Tmall is the biggest B2C (business-to-consumer) platform in China. Tmall was launched by Alibaba group in 2010 and since its creation is the number one online sales platform in the Asian giant. Tmall is a general marketplace and offers consumers all kinds of products from over 100,000 brands.

Tmall global

Tmall Global, Tmall cross-border e-commerce version, allows international businesses with no physical presence in mainland China to set up an online store on the platform.

Tmall Global allows companies to avoid certain procedures such as:

• to have a physical store or a warehouse
• to be registered with the Chinese authorities
• to have a Chinese business license

JD.com

JD.com(京东Jīngdōng) is a Chinese e-commerce company headquartered in Beijing. It is the second B2C online retailer in China after Alibaba’s Tmall. It is partly owned by Tencent, which has a 20% stake in the company.

The company, founded by Liu Qiangdong in 1998, started as an online magneto-optical store, but soon diversified, selling electronics, mobile phones, computers, and similar items.

Today, JD.com is an eCommerce platform that boasts an incredibly wide range of products that includes categories such as cosmetics, fresh food, clothing, and much more. JD.com dominates above all the electronic products and fresh food market.

The fastest-growing products in terms of sales are cosmetics, food, and electronic products. It offers millions of different items of thousands of brands from more than 170,000 retailers.

JD worldwide

JD Worldwide, the multilingual cross-border global sales platform similar to Tmall Global, allows merchants to sell directly to Chinese consumers despite not having a physical presence in China.

JD Worldwide operates as a large online shopping center that houses showcases of foreign brands and several national and regional pavilions that collect the excellence of the various countries.

With cross-border e-commerce, foreign products can be sold in China without having to face the long and complex authorization procedure with the competent local authorities, which is mandatory for export and sale through traditional channels.

JD VS TMALL

Once registered on Tmall, the supplier can take care of his “store”. It must manage:

• the promotion of its brand
• the delivery of its goods
• the management of customer service etc.

So this option is similar to having your own website. However, you benefit from the Tmall interface. This will give you visibility and credibility with Chinese consumers.

JD, on the other hand, would be seen as a simple store offering a lot of products, as JD takes care of everything. So this option is very convenient! Because once your products are exchanged with JD, your role ends there. JD will buy the product in bulk and take care of the remaining tasks.

To choose between the two platforms, it is necessary to know what degree of responsibility you want to have on your goods and what degree of control you wish to keep on the e-commerce interface.

Suning

Suning.com is an e-commerce platform that ranks among the top three Chinese B2C companies. The operation categories include all kinds of products from home appliances, books, household commodities, to cosmetics, baby care products, pet health products.

Kaola

Kaola is a cross-border e-commerce platform, part of the NetEase group (group listed on NASDAQ).

The platform provides online sales of various imported products via cross-border e-commerce. The products range from cosmetics to food supplements and pet health products.

All foreign products on the platform are managed and purchased directly from local suppliers through various factories around the world. The goods are shipped directly from the country of origin and stored in the customs warehouses in China under the control and surveillance of the customs office and the CIQ (China exit-entry Inspection & Quarantine Bureau) or the office that inspects and monitors the incoming and outgoing products that pass through the Chinese border.

Kaola signed an agreement with the Chinese customs office to implement a traceability system to allow consumers to more easily trace the origin of the product by scanning the QR code.

Kaola also offers various promotions including daily offers, member offers, special coupons, and more, which attract many Chinese consumers looking for foreign goods and affordable prices.

Distribution in China

1. What are the primary drivers-distributors of growth in the Chinese pet health market?
   • Understanding what factors are propelling the market forward is crucial. Is the growth driven more by an increase in pet ownership, higher disposable incomes, a growing awareness of pet health needs, or cultural shifts regarding pet care
   • Identifying these distributors can help tailor marketing and product development strategies.
2. What specific pet health products and services are in highest demand among Chinese pet owners?
   • Are consumers looking for premium pet food, supplements, grooming services, or health-related products such as flea and tick control, dental care, or specific therapeutic products.
   • Knowing which products and services are most sought after can help brands prioritize their offerings and marketing efforts.
3. How can brands effectively navigate the regulatory environment for pet health products in China?
   • The regulatory landscape in China can be complex, especially for new entrants. What are the necessary approvals and certifications needed to sell pet health products in China? You need an agency for that
   • Understanding these regulations is essential to ensure compliance and smooth market entry.
4. What are the most effective channels for reaching pet owners in China?
   • Identifying the most impactful sales and marketing channels is key. Should the focus be on online platforms like, Douyin(Tiktok) Tmall or JD.com, which dominate the e-commerce landscape, or are there opportunities in brick-and-mortar pet stores or veterinary clinics?
   • Additionally, significant roles social media platforms such as Weibo, WeChat, or Douyin for marketing and community engagement
5. How do cultural attitudes toward pets and pet care impact the marketing and sales strategies in China?
   • Cultural perceptions of pets can vary significantly in China, with some viewing pets as family members while others may have a more utilitarian perspective. Question for brand owner… how do these cultural attitudes influence consumer behavior regarding pet health, and how should they shape the messaging and branding strategies of companies in this sector?

Do you want to know more about How to use Chinese channels to boost sales? Contact GMA a digital marketing agency, specialized in the Chinese digital market.

In just one year, China’s plant-based meat market grew 14%. China is likely to become the most important market for plant based brands in a few short years.

At GMA, we’ve helped dozens of international brands getting into the Chinese food and beverage Market. We helped them adapt to China’s unique and often unforgiving norms.

In this article, you’ll learn how Beyond Meat built its presence in China, what makes local consumers embrace plant based products, and what strategies can help your brand capture this fast-growing market.

Plant-based meat market in China

For Beyond Meat, entering the Chinese alternative meat market is a priority due to its size. According to a study published in May 2019 by the Good Food Institute, China’s plant-based meat industry market was approximately 6.1 billion yuan ($ 910 million), up 14.2% year-on-year.

Over 90% of Chinese survey respondents do not identify as vegan or vegetarian, which shows that these market share gains represent a growing interest of the general public in consuming plant-based meat.

Furthermore, the Chinese meat industry is huge. The nation consumes nearly a third of all the meat in the world. Any meat-based company looking to increase its sales would do well to look to China.

Increasing consumer awareness of environmental hazards such as water and soil degradation, acid rain, coral reef degeneration, and deforestation associated with killing animals is expected to spur industry growth.

According to Statista, a survey conducted in China in April 2020 of plant-based meat products revealed that 85% of respondents were very willing or at least somehow willing to try new plant-based meat dishes in a restaurant. Only one percent of respondents were strongly opposed to ordering such dishes.

Chinese consumers are open to plant-based meat

The timing for Beyond Meat could not be better! Chinese consumers are now more open to the idea of plant-based meat products, contributing to a healthy lifestyle.

Many Chinese consumers are actively seeking to reduce meat consumption. Chinese consumers are cutting back on meat consumption, opting instead for more vegetables, tofu, and vegan meat substitutes. China already has over 50 million vegetarians, who offer an immediate consumer base that doesn’t need to be convinced to experiment with meat alternatives.

According to research conducted in 2019, over 80 percent of consumers who had eaten plant-based meat within a six-month span were born after 1990.

Covid-19 has also highlighted some of the potential safety benefits of a pivot towards plant-based meat in China. Over 90 percent of the world’s meat comes from industrial farms, where animals are kept close to each other in potentially unsanitary conditions, which could favor epidemics.

Although Chinese consumers have had little exposure to new meat-based meat products, there are signs that the market may be receptive. In one signal of increasing interest in traditional meat alternatives, search inquiries for “plant meat” on Alibaba’s online platform TMall surged 40 percent through the year ending May, according to a report by CBNData and TMall.

Beyond Meat’s market entry strategy in China

Beyond Meat is a Los Angeles-based producer of plant-based meat substitutes founded in 2009 by Ethan Brown. As of 2020, Beyond products are widely available in most U.S. grocery stores.

The company recently entered the Chinese market and its plant-based burger is enjoying great success in China. The partnership with Starbucks marks Beyond’s entry into the Chinese market.

Seeing the growing demand for plant-based meat in China, Beyond meat entered the market excited to take advantage of this unique opportunity to offer the Chinese consumer another sustainable protein option.

The first Beyond Meat product to land in China was Beyond Beef: Made with simple plant-based ingredients with no GMO, soy, or gluten, Beyond Beef is designed to be a seamless exchange in traditional beef recipes such as lo mein and xiaolongbao.

Beyond meat partnered with Starbucks to introduce Beyond Beef as part of their new “GOOD GOOD” menu, leveraging Starbucks’ large presence and avid customer base to bring plant-based meat and its benefits to millions of Chinese consumers.

This strategy highlights how the company has adapted its product to the local market, producing something related to traditional Chinese recipes; and how it has sought to collaborate with a company already strong in the market such as Starbucks to increase its range of Chinese consumers.

Beyond meat establishes its presence in the Chinese digital world

Being present on Chinese platforms is important to increase brand awareness in the Chinese market. Having a website in Chinese, hosted in China, and implementing the right SEO strategy, can lead your brand to be recognized by many Chinese consumers. Furthermore, the presence on social media platforms such as WeChat and Weibo is important given the constant use that the Chinese make of them.

This is precisely what Beyond meat set up a Chinese-language website, as well as accounts on local social media platforms such as Tencent’s WeChat and Weibo, to spread the word about its debut in China and to better connect with Chinese consumers.

Latest news about Beyond Meat partnerships

Beyond Meat & Starbucks partnership to introduce dishes made with Beyond plant-based meat

As we said before, Beyond Meat debuted in China in April 2020 through a partnership with the Starbucks coffee chain. The reason is that Starbucks is a trusted brand with a strong market presence and a deep understanding of customers in China.

Starbucks for its part, thanks to the partnership, can introduce the consumption of the increasingly desired plant-based meat in its menu.

The American coffee giant has in fact introduced dishes made Beyond plant-based meat in its menu. With this move Beyond Meat takes the first step into one of the largest food markets in the world.

The new ‘GOOD GOOD’ menu launched at Starbucks in China, offers plant-based options that are better for people and the planet. The menu includes three Beyond Beef options, including:

• Beyond Beef Classic Lasagna
• Beyond Beef Pesto Pasta
• Beyond Beef Spicy & Sour Wrap

The new menu has been available in more than 3,300 Starbucks locations across China.

Starbucks’ new offerings also include dishes from plant-based pork alternative brand Omnipork and beverages with oat milk provided by Swedish brand Oatly.

Beyond Meat & Alibaba partnership to sell on the Chinese Freshippo supermarket chain

Alibaba is the latest big-time partner Beyond has won in China, a huge market that is seen as vital for the company’s growth.

The company on June 2020 announced an agreement to sell the company’s plant-based Beyond Burgers in 50 Shanghai-based Freshippo stores. The burgers will also be sold via the Freshippo mobile app.

Freshippo is a supermarket chain, also known by the Chinese name Hema, launched by Alibaba in 2016.

Beyond Meat and Freshippo share a vision of bringing innovative shopping experiences and products to Chinese customers.

• On his side, in fact, Freshippo has found a growing interest in vegetable meat among buyers and wants to profit from the growing phenomenon.
• While Beyond Meat sees this partnership as a way to increase brand and sales in the Chinese market. It’s also a big hit for Beyond Meat because none of its meatless rivals fighting for Chinese stomachs have entered grocery chains yet.

The company also plans to expand distribution to 48 additional Freshippo stores later this year in Beijing and Hangzhou.

Other Beyond Meat partnerships for the Chinese market

A few weeks after the company announced its deal with Starbucks to include pasta, lasagna, and meatless rolls on the menu. Beyond Meat has partnered to offer Beyond Burgers with some of the most popular fast-food chains in China.

It has now become possible to eat meatless pasta, lasagna, and wraps at KFC, Pizza Hut, and Taco Bell.

Beyond also found a new agreement with a local food distributor, Sinodis, which will help the company supply restaurants and catering in China. Shares in the company recently increased after the disclosure of this deal.

Meanwhile, however, competition remains fierce for Beyond meat. While the fake meat trend is still taking shape in mainland China, Beyond clashes with other famous brands, including Impossible Foods, another Californian comer, which has signaled plans for its own launch in China.

1. What are the key drivers of consumer interest in plant-based meat in China?
   • This question aims to uncover the primary motivations behind the adoption of plant-based meats among Chinese consumers. Is it health consciousness, ethical concerns about animal welfare, environmental awareness, or simply curiosity and the influence of global trends? Understanding these drivers can help tailor marketing strategies and product offerings.
2. Who are the target demographics for plant-based meat products in China?
   • Identifying specific consumer segments that are more likely to adopt plant-based diets is crucial. Are younger generations more open to trying plant-based meat? Are there significant differences in preference between urban and rural consumers? Insights into demographics can guide product development, pricing strategies, and distribution channels.
3. What are the challenges and barriers to adoption of plant-based meats in China?
   • Potential obstacles might include taste preferences, cultural significance of traditional meat dishes, price sensitivity, lack of awareness, or distrust of new food technologies. Addressing these barriers effectively is key to increasing market penetration.
4. How does the regulatory environment in China impact the plant-based meat industry?
   • Understanding the regulatory framework governing food safety, labeling, advertising, and imports of plant-based meat products is essential. Are there specific certifications or regulations that must be met? How does the government view plant-based diets in terms of food security and sustainability?
5. What are the competitive dynamics within the plant-based meat sector in China?
   • This involves analyzing the existing market players, from startups to established food companies, and evaluating their market share, product range, and distribution strategies. Are international brands making significant inroads, or is the market dominated by local players? What strategies are competitors employing to capture consumer interest?

Exploring these questions will provide valuable insights into the plant-based meat market in China, enabling companies to craft informed strategies to capture and grow their market share in this emerging sector.

Why is Beyond Meat having so much success in the Chinese market?

Starting from the important demand for plant-based meat in China, Beyond meat has localized its marketing strategy by adapting to the demands of the Chinese market. It has in fact collaborated with chains already strongly present in the market such as Starbucks and Alibaba, going to fill a gap in the market.

The company also had the readiness to enter the Chinese digital world, given its importance, and now has active accounts on Wechat, Weibo, and even a Chinese website in order to reach Chinese consumers and increase brand awareness in the market.

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

If you want to know how to enter the Chinese digital world and increase your sales, contact us. Gentlemen Marketing Agency is a Digital Marketing Agency that is an expert in helping foreign companies to establish or strengthen their position in China.

Read also:

• HOW TO ENTER INTO CHINA’S PLANT BASED MARKET?
• OATLY: ANOTHER SWEDISH SUCCESS STORY IN CHINA
• PLANT-BASED MILKS ARE HUGELY POPULAR IN CHINA

Despite tastes and flavor differences, it would be a shame to ignore how much China likes delicious snacks, a very lucrative business for international companies and they truly enjoy it once they taste it. Exit the classic shrimp chips or the fried Youtiao donuts: today, discover unknown treasures that deserve to be taken seriously, and who knows maybe you’ll even give it a try yourself after reading this post!

Let’s start munching on this tasty list of the 7 finest Chinese snacks

The snack industry in China has been growing at a steady pace of approximately 15% annual growth. Its worth was more than 200 billion RMB in 2011, and it’s estimated to be worth 500 billion by 2019.

1 – The rose cake

These cupcakes are handmade and come from Yunnan Province. This round biscuit is made of a puffed rice paste that crumbles and is stuffed with a rose (yes, a whole flower!). When consumed, the rose is a flower known to give a beautiful skin complexion. When cooked inside the biscuit, it takes a texture close to the fruit jelly. The rose cake is devoid of sugar, which made a very healthy snack. There is also a version of this biscuit stuffed with sesame paste.

2 – The Mahua

Not to be confused with Youtiao fried donuts that are soft and oily, Mahua is very crisp twisted donuts. They’ve been sold all year round in any Chinese supermarket, even if the homemade taste is always better if you have the chance to try it so. The largest company to market Mahua is the Guifaxiang food brand, whose factory is located in Tianjin.

3 – Black sugar cube with ginger

Another marvel of Yunnan craftsmanship: squares of dark-brown sugar with ginger spice to melt in hot water for an infusion. Very popular among Chinese women, they indeed have the great power to calm stomach pain during menstruation. Black tea has a pleasant taste halfway between sweet tea and coffee, which some call hazelnut. There are variants of black sugar squares with flower petals, but if you are looking for efficiency to fight your pains, prefer the traditional spice recipe.

4 – Spicy dried meat floss bread

Dried pig crumbs are a traditional Sichuan dish called meat floss. It is easy to find bread rolls covered with dried and spicy meat crumbs at the Singapore chain BreadTalk or at its South Korean competitors Tous Les Jours and Paris Baguette.

5 – Buckwheat tea

The reputation of Chinese teas is well established: Yunnan Pu’er, Hangzhou Long Jing, Fujian’s Pai Mu Tan … Yet it is a tea that is very little known to Westerners: grilled buckwheat tea called ‘Ku Qiao Cha’ by the Chinese and ‘Soba Cha’ by the Japanese, who dispute their kinship. Again, this brew is imported from Yunnan from the Chinese side. The advantage of that beverage? Unlike other teas, it does not contain theine. Buckwheat is also gluten intolerant friendly and has detoxifying virtues, so to say the ideal tea to drink all day.

6 – Dried jujubes with nuts

Dried jujubes stuffed with walnuts sound like a familiar dish in South Europe, where you also find stuffed dried dates with almond paste and walnuts. In China this snack is bought everywhere in supermarkets, it is found in the form of sachets in the radius of dried fruits. The combination is crispy and sweet without containing added sugar. It is said that jujubes are excellent for the proper functioning of the body, and nuts are excellent for the heart. Three good reasons to adopt it!

7 – Bingtanghulu

More famous to European tourists than previous snacks on this list, Bingtanghulu is hawthorn berries skewers with icing sugar. They are widespread throughout northern China. They are sold in street shops and tourist places. Only drawback: you need to spit the rain of seeds contained in these small red fruits. But it’s worth it!

Why shall you market snack foods in China?

Tips to Market Snack Foods in China By Philip Chen, CEO GMA

1. Ride the Guochao Wave (National Pride Trend)

• Chinese consumers love snacks that tie into local culture—regional flavors, traditional ingredients, modernized heritage recipes.
• Example: packaging that blends “China-chic” aesthetics with modern design catches attention.
• Local identity = trust + emotional connection.

Startup Move: Launch limited-edition flavors inspired by Chinese festivals or provinces (like Sichuan chili, osmanthus, or lotus seed).

2. Go Hard on Douyin + Xiaohongshu

• Snack discovery is social-first. Douyin (short video) and Xiaohongshu (UGC + reviews) are where young consumers look for “must-try” products.
• Leverage snack hacks, ASMR eating content, and creative packaging reveals.
• Collaborate with micro-KOLs (Key Opinion Leaders) who make your snack look like a lifestyle accessory, not just food.

Hack: Encourage user-generated content with challenges—“Open this snack in the weirdest place” or “Which side are you—spicy vs sweet?”

3. Functional + Healthy = Growth Sweet Spot

• Urban Gen Z and Millennials want snacks that feel indulgent but also “healthy-ish.”
• High-protein, low-sugar, collagen, probiotics—functional add-ons are huge selling points.
• Position snacks as “energy boosters,” “beauty from within,” or “fitness-friendly” while keeping flavor strong.

Hack: Market your snack as both “guilty pleasure” and “guilt-free upgrade.”

4. E-Commerce First, Shelf Second

• Start with Tmall, JD.com, Pinduoduo, and Douyin shops. Physical retail matters, but digital-first is cheaper and faster to scale.
• Optimize packaging for delivery (small packs, resealable bags, gift boxes).
• Bundle products for trial (sampler packs work better than single SKUs).

Growth Hack: Launch with “trial sizes” to encourage impulse buys, then upsell with subscription snack boxes.

5. Packaging = Content

• In China, snacks are social currency—people gift them, share them, and flex them online.
• Bold colors, quirky mascots, collectible series—make the packaging “post-worthy.”
• Bilingual design (Mandarin + English) often adds an aspirational, trendy vibe.

Hack: Create seasonal “gift box” sets for Lunar New Year, Mid-Autumn Festival, or Singles’ Day.

6. Price Smart: Tier for Segments

• Mass market: affordable, everyday indulgence (C-stores, PDD).
• Premium/urban market: imported or “better-for-you” snacks on Tmall Global, Hema supermarkets.
• Luxury play: rare ingredients or imported heritage snacks as gifts.

Hack: Don’t just compete on price—compete on positioning. Have a low-entry product but a premium upsell line.

7. Leverage Livestreaming

• Food is one of the hottest categories in livestream commerce.
• Partner with livestreamers who can demonstrate eating your snack on camera—it creates instant cravings.
• Time promotions with shopping festivals (Double 11, 6.18, 8.8).

Hack: Use “limited stock” urgency tactics in livestreams—works perfectly for impulse snacks.

8. Data-Driven Flavor Innovation

• In China, flavors trend like fashion. What’s hot today might flop next season.
• Monitor Douyin hashtags, Xiaohongshu reviews, and e-commerce keyword searches to spot flavor spikes (like “durian chips” or “seaweed cheese”).
• Move fast—launch, test, pivot.

Hack: Run “vote for the next flavor” campaigns on Douyin—let consumers feel like co-creators.

Quick Playbook Snapshot

Conclusion

In China, snacks are more than food—they’re a cultural flex, a social gift, and a digital moment. If you want to win, don’t just sell flavor. Sell identity, novelty, and shareability.

The startup mindset here is speed: test flavors, ride trends, pivot fast, double down on what pops. The brands that iterate daily are the ones that own the snack aisle of the future.

Because Chinese people are looking for a healthy lifestyle and are turning more and more towards alternative diets: organic, gluten-free … In this part, China is a champion: its cooking is called medicinal as much as the search for virtues for health is central in food consumption. There are indeed many Chinese dishes to cure some ailments and to prevent the occurrence of other ailments. The benefits of exotic foods bring Europeans curiosity for decades, but many recipes still remain largely unknown to the general public.

Marketing China is a digital marketing agency specializing in the Chinese market, both for import and export. We help foreign companies wishing to develop their communication thanks to our expertise in each sector.

Read more about snacks and food in China

• Food in China: a Captivating Culture
• Lyfen Snacks: marketing strategy
• How to Export, sell and promote food in China

China’s Coffee Market: A Billion-Dollar Brewing Frenzy

Let’s get blunt—China was built on tea. But today? It’s going full caffeine-fueled pivot. The Chinese coffee market is massive, and it’s only heating up.

• In 2024, the market pulled in around US$3.06 billion in revenue—and projections say it’ll skyrocket to US$4.47 billion by 2030. That’s fast
• Another data set estimates US$4.24 billion in 2025, climbing to US$5.64 billion by 2030—that is a CAGR of 5.86%
• More optimistic analysts peg the 2024 market value at US$20.98 billion, with a blistering 10.2% CAGR through 2032—reaching US$45.6 billion

Bottom line: even the most conservative estimates show massive growth. Whether you’re talking billions or dozens of billions, one thing’s clear: Coffee in China isn’t a trend—it’s a tidal wave.

What’s Driving the Espresso Tsunami?

1. Urbanization + Rising Income = Thirst for Modernity
   • Millennials and Gen-Z are globally wired—China is no exception. Coffee is seen as cosmopolitan, modern, aspirational
   • Urban expansion and disposable income are fueling demand. These consumers want café experiences beyond ancient tea culture
2. Café Culture Exploding
   • Cafés aren’t just coffee shops—they’re modern social spaces, especially for younger professionals.
   • In 2023, café openings surged 58% year-over-year, with coffee consumption up 15% from 2022
3. Homegrown Giants & Mass Discounts
   • Luckin Coffee overtook Starbucks, pushing aggressive expansion and deals.
4. • Starbucks took a different path—premium pricing, selective discounting, but still saw sales slump.
5. Shifting Taste: Specialty + Instant + Ready-to-Drink
   • Instant coffee dominated with ~67% market share in 2024
   • But ready-to-drink is growing fastest—CAGR 7% through 2030
   • There’s also a premiumization wave—specialty, single-origin, organic coffees growing at ~7.5% CAGR.Mordor Intelligence
6. Domestic Coffee Beans: Yunnan Powerhouse
   • China is not just drinking coffee—it’s growing it. Yunnan province supplies 98% of domestic output, mostly Arabica
   • Specialty coffee production is still under 2%, but the trajectory is upward.
7. Trade Winds & Global Flow
   • With the US imposing a 50% tariff on Brazilian beans (as of August 2025), exporters are eyeing China as a rerouting opportunity. China’s demand has jumped ~20% annually

The Coffee Battlefront: Marketland Showdown

Luckin Coffee

• Founded 2017. By 2023, had already closed in on Starbucks with ~20,000 stores globally by 2025
• Q1 2025 revenue: US$1.22 billion. Profit? US$101.5 million
• Aggressive app-first model, deep discounts, hyper-expansion. They’re winning eyeballs fast.

Cotti Coffee

• Founded 2022. By late 2023, had over 6,000 shops and expanding internationally.
• Low-cost, franchise-heavy, globally aggressive—they’re the new disruptor.

Starbucks

• Used to be the big kahuna since the ’90s. But domestic challengers caught up.
• Facing falling same-store sales (~–14%) and price war backlash
• Strategy: selective discounting, AI-driven promos (Deep Brew), premium positioning. But the culture shift is hitting hard. source Reuters Business Insider

Brand Hustle Guide: How to Win in China’s Coffee Game

1. Be Everywhere
   • Rapid store expansion wins attention. If your brand isn’t ubiquitous, people won’t test you.
2. Own the Price Narrative
   • You can’t compete with Luckin and Cotti on pricing. Instead, lean premium—experience, quality, artisanal storytelling.
3. Own the Product Experience
   • Specialty? Single-origin? Convenient? Make your product core to the brand. Sales happen when taste meets lifestyle.
4. Local Beans, Global Stories
   • Tap into the Yunnan story. Domestic sourcing adds authenticity and supply chain credibility.
5. Move Fast, Think Big
   • China isn’t waiting. If you snooze on café concepts, ready-to-drink innovation, or e-commerce coffee, you’ll be left in the dust.

Summary Table: Market Snapshot

Final Thoughts

China’s coffee scene is a startup dream in action. This is massive-scale disruption blended with local culture, commuter pace, and ferocious competition. If you’re building a brand, this is your blueprint: fast cadence testing, clear positioning, emotional resonance, and laser focus on consumer behavior. Coffee here isn’t just a product—it’s an experience, a lifestyle, a brand battlefield.

The coffee market in China: everything goes through Branding

Chinese are traditional tea drinkers.  Most of them do not like coffee that much. However, the food industry tries to build a new trend. Today we will discover the opportunities offered by the coffee market in China and focus on the “best practices” in order to push coffee consumption there.

Status quo of the coffee market worldwide

Coffee is a very important sector in the food and beverage market. In 2012 the average growth of the coffee market in the world was barely 2%. It is a mature market.  Coffee is the most consumed beverage in the world after water. In addition, the coffee market is the second largest market in value after oil.

Status quo of the coffee market in China

Conversely to this trend, the coffee market in China’s growth is 15% per year. According to the International Coffee Association, the coffee market in China has reached 1000 billion yuan, nearly 116 billion euros in only 10 years. Regarding such statistics, China may be seen as the brand-new El Dorado for Western brands of coffee. We will try to have a deeper look at it.

The coffee market in China is still young

When it comes to coffee in China, the leading industrial group is Nestlé (leading brand: Nescafe) with 75% of the share of the market in 2011.

Examples of some coffee brands’ communication in China

Nescafé

This brand is the leader in China when it comes to instant coffee. The brand belongs to the Nestlé Group. Nescafé’s main target is made of consumers from the middle class and young professionals. To target them Nescafé used an advertising campaign with an ambassador of choice namely the famous blogger and so-called dissident Han Han.

Through this ad, Nescafé encourages young Chinese to believe in their dreams and to make them become true. Nescafé is using Western codes with characters with strong personalities. With Han Han  who is a rally driver, a professional blogger, a bestselling author and a singer Nescafé launched its campaign “Live your audacity.”

The TV spot shows Han Han the favorite star blogger of generation 80’s enjoying a road trip in China. The idea is to show someone with a lot of passion living an exciting life and doing their best to never miss an opportunity to discover something new.

The campaign “Live your audacity! ‘’ was relayed on Weibo

Via the Sina weibo platform Nescafé implemented a communication strategy in order to engage Chinese consumers. The weibo page is like a travel book where people can easily identify themselves with Han Han or the other characters he encounters.

Starbucks in China

If some Chinese discovered the taste of coffee it is often thanks to Starbucks.  Starbucks is everywhere in China. The coffee service leader is for the younger Chinese generation a stylish and comfortable place.

How to explain this tremendous success? There are three main reasons :

1)   Starbucks has pretty well identified its main target

Starbucks is well aware that taste should not be seen as the main factor to explain why more and more Chinese will drink coffee rather than tea. Indeed in China, the coffee drinker is often an urban upper-class person eager to adopt a Western lifestyle to display his social success. Another specific target is young girls who would like to have the same quality of life and leisure as in the West.

To strengthen the proximity feeling of its customers Starbucks launched an ad campaign named “Coffee for Lue.” The young Lue we see in this ad is the symbol of the Chinese consumer. This campaign was very good regarding one segment of the coffee market made of young urban upper-class people who have been traveling with their parents in European countries and who want to find in China the same sensations they had when discovering small coffee bars in Europe.

2)   Starbucks has adapted its products to the tastes of Chinese consumers

Chinese tend to stay longer in Starbucks coffee in order to discuss with friends than their western counterparts in Europe. Then Starbucks changed the layout of the tables in its stores in China and also expanded spaces. Regarding the products offered Starbucks also expanded its offering to a wider range of teas. More recently Starbucks also launched a shop with a traditional Chinese architecture in wood and bricks.

This environmentally responsible architecture is also a part of the strategy of Starbucks in terms of “green communications”. It is aimed at meeting the Chinese public expectations regarding “harmonious development”. Starbucks begins to be part of the Chinese landscape and is positioned as a luxury brand that provides spaces for relaxation after people leave their offices. We don’t know yet the result of such a strategy which could be confusing considering the global brand positioning of Starbucks.

3)   An innovative digital communication

It is based mainly on the use of smartphone applications.

The « magic » Cups

The application allows you to see through your smartphone camera animations on each Starbucks cup. It’s funny (we want to see if it works) and it gives the consumer a sense of exclusivity that he wishes to share with his family or friends.  This campaign is a good example of viral marketing that takes into account the fact that Chinese consumers are more than European mobile internet users. Contextual media are definitely on the verge of becoming the culmination of social media.

But the most successful communication campaign carried out by Starbucks in China was “Let’s Merry! ” in 2011.

Christmas is purely commercial in China and is merely nothing compared to the Chinese New Year. But for many young Westernized Chinese Christmas is an opportunity for showing how successful they are.

The campaign “Let’s Merry! “is featuring a young couple who finds themselves at Starbucks through the use of their smartphone apps. This is a good strategy because in China Christmas is becoming a one-second valentine’s day and is less stressful than the Chinese New Year for many young people. Through mobile applications such as Weico, which provides access to Jiepang or Sina Weibo, those who reported their presence near Starbucks were given price reductions or samples.

In addition, those who did it near giant posters of Starbucks will see the displays lighting up with Christmas greetings. More than a digital campaign it was almost a reality-augmented campaign!  

It is exactly this kind of campaign that should be a model for any company looking for building a strong relationship with its public and fostering a strong commitment to its brand.

But too much  innovation can be a threat:

With “Your personal” Starbucks has launched a smartphone application allowing the Chinese consumer to monitor his laptop via a connection between the application and the webcam of the laptop. The idea was to convey the message that Starbucks is not only a provider of coffee but also a provider of safety. This communication goes too far and does not pay enough attention to cultural differences.

Chinese are more pragmatic than western people and will bring their laptops with them no matter what application pretends to reduce the risk. Westerners could be more interested in such an application as they are more confident in monitoring innovations.

Starbucks also has a Chinese website which is perfectly designed. Indeed, it provides Chinese consumers with storytelling about the company and indicates many events to follow. It perfectly fits the expectations of the Chinese who enjoy pedagogical brands.

Starbucks also has a very engaging Sina Weibo account where customers can make suggestions for recipes and feel like a part of the evolution of the brand.

 Starbucks also has a Kaixin account.

Despite the small audience Kaixin has today this choice could be explained because Kaixin was a social network that had a great influence on young professionals.  Nevertheless, a Kaixin account is useless today. Now Starbucks should focus only on WeChat.

Indeed Starbucks was one of the first global brands to create a partnership with WeChat. Only 1 week after they get an official account (called “verified account” on WeChat), they launched a campaign called “naturally awakening” for the promotion of a new beverage line of green coffee mixed with fruit flavor.

From August 28th to September 30th people could send an emoticon message to Starbucks and then get a link to a song fitting the mood of the emoticon.

For the Chinese New Year of snake, they just launched a new game spread via WeChat to users. The aim of the game is to use a snake to catch red envelopes and gain virtual wallpapers. On the Starbucks verified account users will receive on a daily basis reduction for Starbucks ‘ products.

Conclusion

The success of a coffee brand in China relies on its brand image. The market is dominated by leaders who invested a lot in digital communication. Today other brands such as Costa Coffee have successfully followed the path of Starbucks.

Marketing-to-China

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

At GMA, we’ve spent over a decade helping global food and beverage companies succeed in China’s competitive landscape. We understand the market’s unique challenges, and how to turn them into opportunities.

In this guide, you’ll learn the key 2025 market trends, why Chinese consumers love nuts snacks, and the most effective strategies to win their trust and boost your sales.

Overview of the nut consumption in China (2025)

According to Statista, the revenue in the nuts market in China amounts to $7.39 billion dollars in 2025 and the market is expected to grow annually by 10.20% between 2025 and 2029. Nuts and seeds compromise more than 3/4 of the total salty snacks consumption in the country, making it a very profitable segment of the food and beverage industry to invest in.

Domestic consumption of nuts is expected to increase in tandem with income growth and increased awareness of healthy foods. The average volume of per capita consumption in the nuts market in China is expected to amount to 0.6kg in 2026.

Why do Chinese consumers love healthy snacks?

Chinese Consumers are looking for diverse nut flavors and products. The consumption of shelled nuts is increasing much faster than its in-shell counterparts. Younger consumers (ages 19 to 35), especially female professionals, have become the major force driving nut consumption. These young consumers prefer to shop online resulting in increasing volumes of sales generated online. But why consumer demand is growing in the daily nuts sector?

A healthy lifestyle is driving the demand for healthy snacks

Sales in the nut industry have seen significant growth because people consider nuts as healthy snacks, and at the same time, nut snacks that are original in flavor, organic, or packaged in small portions with mixed nuts (so-called daily nuts) are increasingly popular. Chinese consumers have become more aware of the health benefits of nuts and seeds.

Now, it seems that eating nuts, dried fruits and seeds is no longer something to do to kill time while chatting with friends, but part of the overall pursuit of a healthy and trendy lifestyle. Chinese consumers have rising awareness of their sugar and fat intake and they are trying to change their eating habits to be more healthy. 

The growth rates of traditional sweet snacks, such as sugar confectionery, ice cream, and biscuits, are relatively slow. Therefore, more consumers are switching to fresh and dried fruits and vegetables or precisely the whole family of walnuts and other nuts for snacking. This suggests a growing opportunity for food and drinks brands that enjoy a healthy perception to tap into the snacking occasion by developing snack format products.

Chinese people are living fast lives, not having time for proper meals

As Chinese people, especially young generations, spend most of their days out of home, they are growing demand for snacks. Although chocolate bars, chips, and other rather unhealthy options are still on the rise, more and more people are turning to daily nuts and dried fruit choices, growing the market share of those products in China.

Their growing purchasing power and changing eating preferences work in favor of the nuts and dried fruits market in China and the trend will continue for at least the next five years. Chinese consumers are used to buying packaged mixed nuts or fruits, called daily nuts, and every package is one portion, suitable for a little meal in between meetings or sports activities.

Nuts are widely used in Chinese cuisine for centuries

What is also important to mention is that nuts are being used in Chinese cuisine for centuries. They have not considered luxury food as we think in many countries in the West. Nuts are not as expensive as they are in European countries and Chinese people don’t consume them only as snacks, but rather add them to many traditional dishes from their cuisine.

There are many recipes that use cashew (for example Cashew Chicken), walnuts (widely added to many dumplings), or peanuts (the famous Gongbao Chicken). Chinese cuisine is very diverse and there is a place for nuts and seeds in many dishes (sesame seeds are used as a seasoning and decoration for many dishes in China).

Which are the most favorite types of nuts in China?

China is the world’s leader in the global production of walnuts, and walnuts have long had a place in the Chinese diet. Walnuts are used as daily nuts or as a part of traditional dishes, in addition to dairy products and many more.

In recent years, the consumption of fresh walnut kernels has become popular in China. Market research indicates that walnuts consumed fresh account for nearly 10 percent of the total walnut consumption. Fresh walnut kernels are also a popular cooking ingredient in restaurants and at home. In addition, newly developed snack foods, such as Chinese dates stuffed with walnut kernels, have also effectively increased the consumption of walnuts.

Other popular nuts in China are pine nuts, macadamia nuts, pistachios, and almonds, all of them being imported from other markets. Pistachios and almonds have been the leaders among nut imports, but the market share of macadamia nuts is quickly catching up.

Who are the major players in the Chinese nuts market?

When it comes to the Chinese nuts industry, there are four main players on the market; Qiaqia Foods, Three Squirrels, Baicaowei and Wolong. According to the survey data of the Prospective Industry Research Institute, the biggest market share belongs to Qiaqia Foods, accounting for 9.7%, followed by Three Squirrels with 9.1%, and Wolong with 7.2%.

How Wolong Foods stormed the market with its new product category

In 2015, Wolong Foods decided to introduce a new category of snacks on the market, so-called daily nuts, which are small packages of mixed tree nuts, seeds, and dried fruits that are supposed to encourage healthy eating habits. Daily nuts had a great marketing concept, promoting a slogan of “one package a day for a healthier life” and this category of snacks quickly became very popular. Today, more than 100 manufacturers have daily nuts on their offer and you probably also noticed this type of snack in shops in the US or Europe.

The introduction of daily nuts has been a great success, boosting the sales of the whole nut market. Wolong Foods came up with the idea when the government started promoting a healthy diet and encouraging people to eat between 25-35g of nuts every day. The idea was so successful, all the major players on the market started offering their own daily nuts, with even international brands like Hershey’s and Oreo adding daily nuts to their offer in China.

Chinese people are getting interested in imported nut brands

Imported snacks are gaining popularity among urban Chinese, stealing some of the market size from domestic brands. According to Mintel research, as many as four in 10 urban Chinese are interested in buying imported products they’ve never tried before across a variety of purchase channels that specialize in selling imported snacks.

There are many brands in the tree nuts industry in China that already have an established presence and significant share of the market size, such as Select Harvests, Australia’s largest integrated nut and health food company. In 2016 PepsiCo in China signed a contract with the company to get their trademark and distribution rights.

Other foreign companies, like Hershey’s or Oreo, are trying to stay up to date with the market dynamics in China, introducing their unique daily nuts offers, that are mixed with companies’ products, such as Hershey’s chocolates or mini Oreos. Thanks to this type of approach, the total imports of nuts are constantly growing in China.

This is your moment to sell nuts in China

As consumers continue to look for new and different flavor experiences, international snacks have become a sector that many consumers are gravitating towards. E-commerce is an especially important channel for international snacks. There are many export opportunities for foreign brands in China’s food market, but there are many things to consider before entering this competitive environment.

One of the most important things is that marketing in China differs from the one we are used to in the West. Here are some of our tips for any international brand willing to start selling its food in China;

Create a Chinese Website optimized for the Baidu search engine

Nowadays in China, most of the sites for the sales of nuts are created by distributors. While this solution saves work for manufacturers, it hurts the building of the brand image in the long run, because sellers will focus primarily on sales while the company must spread its brand.

With a site in Chinese you can:

• Increase the popularity of a brand and build e-reputation and branding in China
• Influence consumers through content and design
• Create the image of a company

After creating a website for your brand you have to think about the promotion. A good site without visitors is useless. To promote the site the most widespread and effective solutions are SEO and SEM techniques that should be designed for Baidu not for Google. And when it comes to Baidu, a Chinese website is a must, as this search engine favors native websites above foreign ones. 

Use social media platforms to build brand awareness and a good reputation

Chinese people are a very technology-oriented nation, therefore they use their mobile phones or computer to look up everything that interests them online. Most of them, especially young generations, use social media platforms, with WeChat being the biggest of them with a 1.26 billion monthly active user base.

Social media are the go-to platforms for checking information, looking for product reviews, recommendations, and more. If you want to target a Chinese audience, you can’t miss out on having accounts on at least the biggest of them, which are WeChat, Weibo, and Little Red Book (Xiaohongshu).

There, you will be able to attract your customers with special offers, mini-stores, official information, coupons, live-streaming sessions, and many more, enlargening your followers base.

The advantages of using social networks to sell nuts in China are:

• Building a community around your company
• Reaching a specific consumer target
• Quickly get feedback from these consumers 
• Create a better company image

Focus on your e-reputation and branding 

Building a good reputation is the key to success in China and this is also one of the first steps you should take. Chinese people are known for buying only from brands that they know or that have a good reputation in China. If you want Chinese shoppers to buy your daily nuts, when they have many other options to choose from, you need to present yourself as a healthy foreign company.

Take care of good branding, and focus on showing the health benefits of your products. You can also work with Chinese influencers, so-called KOLs and KOCs, to promote your daily nuts and tree nuts on Chinese social media platforms. Chinese society relies heavily on recommendations and word-of-mouth marketing, so it will be easier for you to gain your consumers’ trust through an influencer, than any other way.

Enter Chinese e-commerce platforms

China is the largest e-commerce market in the world and the food industry is booming there, especially after the Covid-19 pandemic, when people started ordering all food they needed online. The rapid development of smartphones and tablets in China quickly enabled 76% of connected Chinese to make purchases via their mobile. 

There are several things to know if you want to reach the expectations of Chinese consumers: Before thinking offline, you have to be present online on e-commerce platforms such as Tmall, JD, Taobao… Chinese people buy everything online; food, clothes, appliances, beverages…In fact, China is the most connected country in the world. So before starting your business in China, you have to truly understand your target and how to reach them.

Hire a trusted agency to help you sell tree nuts to the Chinese audience

The Chinese market is one of the best profits in the world and it’s not a surprise that many foreign companies want to have a piece of that cake too. But as you can already see, entering this competitive environment is not an easy task and requires a lot of know-how to succeed.

If you’re interested in exporting your tree nuts to China, contact us and we will help you come up with the best marketing strategy for your brand. We are a China digital agency with more than 10 years of experience and more than 70 professionals in the field, both Chinese and foreign.

We have big experience in working with food and beverage brands, introducing their product to the Chinese audience with great success.

Here are some of our F&B case studies:

Don’t hesitate to leave us a comment or contact us to discuss your next steps in China!