MILAN, Aug 22 (Class Editori) – "We arrived in China with 60 years of experience in the importation of agri-food products, and we did it in an innovative way," explained Giuseppe Tamburi, chairman of Fratelli Rinaldi and of the Chinese JV with the Chic group, "we did not start from Shanghai or Beijing, and we chose different districts, where the consumer had less access to Italian products".
Thanks to the meeting in 2017 with the Chic Group - a Chinese company operating in the retail Sector - we then thought of joining forces and establishing a joint venture for the import and sale of made in Italy food and beverage products, starting in Chongqing, which has become one of the reference financial centers for the western regions of China, where last year Rinaldi Food Co Ltd opened the first store in the Free trade zone and, last February, a second one, in the residential district of Guanyinqiao.
The basic idea was, as it is now, to offer Chinese consumers a customer experience that includes both shelf products and thematic corners for tasting coffee, pizza, baked goods, meat, salad and other high-end products. "Our goal is to guarantee access to products with a competitive price-quality ratio but also to convey the Italian lifestyle as an artistic and taste experience", explained Tamburi.
This strategy is supported by Rinaldi's collaboration with prestigious partners in the food sector, including Coop, Italpizza and Surgital, which provide the company with quality products at a price that is accessible to the majority of the Chinese middle class.
On its side, Chic has made its retail know-how available as well as a network of institutional and financial relationships, to ensure that the process of integrating and starting up the business is successful.
The challenge is to delight the palate of consumers without distorting the authenticity of Italian products, through promotional and educational activities to bring customers closer to the culture of high-quality Western food, as well as working on food preparation and merchandise. For example, in Chongqing stores, spicy sauces made in Italy can match with local specialties, and meat is not served medium rare, while pastries are less sweet and the cooking time for pasta is longer.
Tamburi plans to open 3 more stores in the commercial areas of Chongqing, Shapingba, Jiefangbei, Daping, over the next 18 months, under the banner of convenience, accessibility and high quality.
Fratelli Rinaldi Importatori was founded in Bologna in 1957 by brothers Vittorio and Rinaldo and in the 60s and 70s it established itself as one of the most dynamic and appreciated companies for the alcoholic products distribution on the Italian market. The most significant products, among those distributed in that period, are Wodka Wyborowa and Malt Whiskey The Macallan, whose rare vintage (millesimato) have become real cult products, and are still much sought after by collectors throughout Italy.
In 1983, Fratelli Rinaldi Importatori became part of the Buton Group. Ten years later, following the decision of Sassoli family to sell the Buton Group to the British IDV-Grand Metropolitan, a member of the family, Giuseppe Tamburi, in the hope of successfully continuing the family tradition, decided to buy Fratelli Rinaldi Importatori, now Fratelli Rinaldi S.p.A. which has fivefold its turnover since 1993.
(Source:Class Editori)
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