Lessons from the Colonel, and it’s not about frying chicken

Successful entry into Asian markets must start with a process of discovery. For food and beverage exporters, this should include opportunities for potential customers in target markets to test your products to assess the suitability of critical factors such as flavour, texture, and packaging. What could those hoping to break into the booming boutique ‘high end’ food and beverage market in China learn from the fast food industry? At face value, it might seem like the answer would be ‘not that much’. However, prospective exporters would do well to learn from the success of those who have gone before them, even if that means learning from American fast food chains such as KFC.

KFC was one of the first American fast food chains to launch in China, and it was an instant success. Today KFC has more than 5,000 outlets in China and commands 12 % of the market. One of the key ingredients of this success was an inspired decision (it was the 80s) to immediately set about catering specifically for Chinese tastes by including menu items such as egg tarts, ‘Dragon’ wraps, and rice porridge (congee). More recently, KFC has expanded its menu to include rice dishes such as ‘Bacon, Mushroom, and Chicken’. 

Tailoring products to suit the market you are targeting seems like such an obvious Marketing 101 sort of thing to do, right? Well, you would be surprised at how many food and beverage brands launch into China with their most popular (western-flavoured) products, only to see them fall flat and fail to make any impression on Chinese consumers. 

It doesn’t matter whether you are exporting nuts, coffee, or flavoured mineral water, testing the market and calibrating your range of products and choice of flavours to suit Chinese consumers is essential. Even something that has a relatively ‘set’ flavour such as lamb needs careful thought and research to target the right market as regions in the West, North, or South of China can react very differently to taste and texture. China is not one homogenous market and can’t be approached with a one-size-fits-all strategy.

Tasting events are a very effective way to connect in a tangible way with your target market(s) in China. A well-targeted focus group including a range of different potential customers can deliver a wealth of invaluable feedback for your brand and product. It might just be the secret herb or spice that helps you to avoid joining the list of market entry failures that litter the landscape in China.

In2Asia has a track record of hosting successful tasting events and consumer focus groups in China. Talk to us about how a product tasting or experience event could secure the feedback you need to ensure your China market entry is a success.