The Italian Association of Foreign Trade and the EU SME Centre joined to increase Italian companies’ potential in China


In cooperation with the Italian Association of Foreign Trade (AICE) and the EU SME Centre, Eibens participated in a workshop on How to successfully sell food and beverage products online in China in Milan for more than 15 Italian companies.

E-commerce is becoming one of the main sales channels in China. Due to its fast growth, many European companies are becoming interested in learning about its behaviour and development to successfully introduce their products through this channel. Understanding the key elements of Chinese E-commerce is essential to design an appropriate access strategy and marketing campaign.

During this workshop, we went through the current situation and distribution of imported food, checking general aspects of Chinese F&B market, such as buyers and consumers’ analysis, channel analysis, distributors and trade shows evaluation. Afterwards we studied Chinese E-commerce, including social media, models to sell imported food, main E-commerce platforms and best recommended strategies for exporters. Finally, we analysed marketing for imported food in China, especially long-term strategy, some basic considerations about marketing in China, such as brand adaptation and packaging, and online promotions and platforms.


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