5 Quick tips for tackling the China market

1. Employ local. China is very large and complex. With the differences between classes and cultures in each region, you need local knowledge to understand where and how your brand fits best.

2. English literacy is not high. If the consumer can’t pronounce your name, they can’t talk about it or keep it top of mind. Zespri have solved this through a Chinese brand name that sits alongside their branding.

3. The consumer trust in locally grown products is increasing. As a result, our New Zealand produce exporters need to continue to grow and develop, ready to face the burst in competition.

4. Brand identity needs to tell your story. Consumers want to know who you are and what you stand for. With a rapid growth in high quality local products this is all the more important as a means to stand out.

5. Education around product use is important. The lack of education around Avocado use led to failure when the fruit was first exported into China; Consumers had not had them before so many had bad experiences with over-ripe fruit.