1
2
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4 
• 
• 
• 
• 
• 
• 
• 
• 
•
5 (魯菜) 
• 
• 
• (闽菜) 
• 
• 
• (粤菜) 
• 
• 
• 
• (蘇菜) 
• 
• 
• (浙菜) 
• 
• 
• (湘菜) 
• 
• (川 菜) 
• 
• 
• (徽菜) 
• 
• 
•
6 
6 
CCTV’S 舌尖上的中国 “Taste of China”
7
8
9
10
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12
13
14 
14
15
16
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19
20 
20
21 
21
22 
22
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29 
The playbook for activating your brand
30 
•Invest in certifications, organic 
•Freshness date 
•Origination label 
•Explain additives 
•One voice corporate mess...
31 
•Expand reach 
•No shop? Distribute online: (yihaodian or tootoo.cn) 
•Extend online marketing plan: 
•No celeb? Try K...
32 
•Promote links to traditional foods 
•Ingredients as benefits, not just taste 
•Origination if foreign 
•Promote usage...
33 
THANK YOU 
Available at: webershandwick.cn/foodforward
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American Chamber of Business Food Forward 2014 - 5 Tips On How To Market Food in China

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Food Marketing in China

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American Chamber of Business Food Forward 2014 - 5 Tips On How To Market Food in China

  1. 1. 1
  2. 2. 2
  3. 3. 3
  4. 4. 4 • • • • • • • • •
  5. 5. 5 (魯菜) • • • (闽菜) • • • (粤菜) • • • • (蘇菜) • • • (浙菜) • • • (湘菜) • • (川 菜) • • • (徽菜) • • •
  6. 6. 6 6 CCTV’S 舌尖上的中国 “Taste of China”
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. 13
  14. 14. 14 14
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  22. 22. 22 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29 The playbook for activating your brand
  30. 30. 30 •Invest in certifications, organic •Freshness date •Origination label •Explain additives •One voice corporate messaging
  31. 31. 31 •Expand reach •No shop? Distribute online: (yihaodian or tootoo.cn) •Extend online marketing plan: •No celeb? Try KOLs •Weibo engagement •Food safety forums •Apps for food safety •Publish direct to consumers, b2b and media
  32. 32. 32 •Promote links to traditional foods •Ingredients as benefits, not just taste •Origination if foreign •Promote usage / education: •Cooking demos, bloggers, KOL •Dougou.com
  33. 33. 33 THANK YOU Available at: webershandwick.cn/foodforward
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