Food from Finland program opens registration for food and beverage companies joining multi-countries promotion campaign in China. The campaign is highly focus on e-tail channels, which are owned by offline retailers, the campaign will create the product access to retail chains. Food from Finland program is submitting the product list for e-tail decision by end of November. Late cancellation after registration is not possible in regard to the special context of the campaign.
Chinese Consumers appreciate convenient and timely purchase, food safety is valued equally as reliability of the sales channel. The current pandemic situation in China still makes brick-and-mortar supermarkets more susceptible to restrictions. E-tail stands more resilient in terms of consumers’ access to the products. As mentioned motivation, e-tail promotions in China reach 25% higher increase in sales than the retail promotions. On the other side, social-commerce as latest trendy sales model in mass audience group, the effectiveness of online campaign is more competitive. By the date of this campaign announcement, travelling to China remains requirement of quarantine at arrival.
Epermarket was started in 2011, with only 17 employees and 300 items. Today, Epermarket rapidly grown into a full scale operation with over 100 employees, a website in 4 different languages, and over 8,000 of the best products from around the world. Epermarket owns another etail platform Nogogo with same business scope, and operations-wise, more focused on the southern areas of China.
The channel is targeted on Chinese high-mid and high-income class and expats community. The channel has wide experience for increasing the exposure and visibility of promotions with regular consumer base and new consumers, including but not limited to: APP Push messages, newsletters, WeChat group messages, etc.
Social media is a new marketing and sales channel in China. Commodities were advertised, promoted, or sold on social media platforms. In 2021, the market size of the social commerce sector in China reached approximately three hundred billion euro, by around 10 percent growth compared to the previous year. China's social commerce sector has undergone rapid growth over the past years. Social media users in China not only decided what to buy by following the recommendations from their friends but also the endorsement of KOLs (influencers).
Food safety and sustainability concerns more to younger consumers in China. It is encouraged to offer sustainable food products through Finland focus days in the promotion.