MILAN, Nov. 20 (Class Editori) - It is also thanks to companies like Rinaldi that the export value of Italian agri-food products in China continues to grow at a constant pace, making it one of the driving sectors of our industrial system. Starting from Chongqing, a city that has now become one of the reference financial centers for the western regions of the country, the Italian company aims to establish itself as a leading importer of made in Italy products in China.
Fratelli Rinaldi S.p.A. was founded in Bologna in 1957 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. In 2017, the company met he Chic Group, a Chinese investment company already operating in the retail sector, which gave rise to the idea of joining forces and creating a joint venture for importing and selling food products and beverages made in Italy, Rinaldi (Chongqing) Food Co, Ltd, which since last year has already opened the first store in the Free trade Zone area of the municipalities and the second in February in the Guanyinqiao area.
The Rinaldi store offers to 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. This strategy is supported by Rinaldi's collaboration with prestigious partners in the food sector, including Coop, Italpizza and Surgital, which enable the company to import high quality products at a price that is accessible to the majority of the Chinese middle class.
On its side, the partner of Chic Group 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.
Giuseppe Tamburi, chairman of Fratelli Rinaldi S.p.A. and of the joint venture in China explains the group's strategy: "Rinaldi arrives in China with 60 years of experience in the import of agro-food products, but it does so in an innovative way. We didn't start from Shanghai or Beijing, but together with Chic Group we preferred the role of pioneers in districts where the consumer had less access to Italian 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.
Rinaldi's main challenge? To conquer consumer tastes without distorting the authenticity of Italian products. Rinaldi face the challenge thanks to 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.
Rinaldi's adventure in China has just begun and the future will see the opening of another 3 stores in the commercial areas of Chongqing over the next 18 months - Shapingba, Jiefangbei, Daping - always under the banner of affordability, accessibility and high quality. (All rights reserved)
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