Inroads into Chinese Convenience Stores with Small-Packaged Hygienic Food
- KITA researched ‘Trends in Convenient Stores in
China’ … need to understand consumption patterns of office workers in 20s
and 30s -
point out that in order for Korean food industry to target the expanding
convenience store market in China, it is necessary to highlight hygienic food
products with small-sized packages.
to the report titled 'Recent Trends in the Convenience Store Industry in China'
issued by the Chengdu Center of the Korea International Trade Association
(Chairman, Kim Young-joo) on March 21, the top three convenience stores in
China are all local companies and local growth based on each headquarters’
location stands out. Therefore, in order for Korean exporters to enter into
Chinese convenience stores, product development and sales strategies aiming at
the specific regions are required rather than targeting all regions.
report points out "First of all, Korean food companies that are going to
enter into the Chinese convenience store market need to select the target areas
and thoroughly analyze the lifestyle and consumption patterns of the local
consumers." It also emphasizes “The hygienic foods
such as instant foods, processed foods, and daily foods are promising to target
the office workers in 20s to 30s who are the major consumer groups of
particular, in the case of food, since distribution and storage are directly
linked to hygiene issues, supply of original equipment manufacturers (OEMs)
through Chinese companies can also be an alternative rather than sticking to
direct exports. Considering the fact that direct contact with the Chinese
distribution industry is not easy, utilizing the conferences and overseas
marketing platforms provided by the Korea International Trade Association and other
export-related organizations could be an option.
Lee Won-seok, a manager at Chengdu Branch of the Korea International Trade
Association, said “More than 80 percent of customers visiting convenience
stores in China stay at convenience stores within 10 minutes.” He added
“Korean exporters must target the customers with locally customized products
that can leave a good image within a short period of time.”
· Convenience store customers by age group: No.1: 20s
· Convenience stores customers by class:
No.1: office workers (76.7%), No.2: college students (10.4%)
· Key Types of Purchase Products: ready-to-cook
food (12.1%), dairy products (11.3%), beverage (11.0%)
· Convenience store sales ranking: No.
1: instant foods (42.9%), No.2: processed foods (31.8%)