MILAN, April 26 (Class Editori) -- The Empoli-based company Sammontana relies on InTarget to position in the Chinese market as producer of real Italian ice cream.
Localizing content has been the first issue since it had to be rethought based on the way Chinese consumers perceive the product. The task was carried out by a team of Chinese experts of InTarget’s subsidiary based in Shanghai, coordinated by Italian colleagues constantly in touch with Sammontana in order to guarantee an effective communication without distorting the product.
Online and offline strategies were another key element since the Italian brand’s stores must be correctly presented on online channels that could promote physical stores. In order to start this mechanism, which is paramount in this sector in China, InTarget worked on custom-made strategies as touchpoints, QR codes and thematic groups on major Chinese social media.
Further steps to consolidate and increase Sammontana's Italian ice cream-lover fan base in China include the activation of Key Opinion Leaders together with offline in-store promotional strategies.
In 2019, the Italian market share of ice cream exports to China was equal to 2.29%, and Chinese consumers’ curiosity about Made-in-Italy goods shows that Italy and Italian ice cream can meet new demands but also drive tastes and consumption trends.
According to Istat data provided by the Italy China Foundation, from January to November 2020 exports of Made-in-Italy food products to China were worth 237 million euros.
In the same period, the export of dairy products from Italian companies amounted to 34 million euros. In this scenario, InTarget, partner for strategic consulting in digital marketing, believes that gelato is confirmed as an Italian market to be enhanced.
As concerns the cold chain, Chinese market offers significant room for growth: in the specific case of this product, ice cream is better known and appreciated in large cities exposed to western influence, about which more and more consumers have intense curiosity, in particular for ingredients and methods of preparation and consumption. (All rights reserved)
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