Online and offline shopping: How Russia opens the national stores in China
Russian Export Center has opened an offline store of Russian products in China. The store offers products from 35 companies, both large businesses and SMEs. The pavilion is located in the Global Hub shopping center with more than 50 other foreign stores in it. The 3rd China International Import Expo is currently holding there. Such an accumulation of goods from different countries will bring more potential wholesale buyers, retail chain buyers, distributors and ordinary Chinese consumers to the Russian showroom.
The campaign has already yielded the first results. During the first days, the national store has proved to be the first among other foreign stores in Shanghai in terms of sales, which confirms the demand for Russian goods on the Chinese market. For example, the best-selling product offered by the New Zealand’s national store – milk with chocolate and strawberry flavors – was bought 1,878 times, while Krokant chocolates by the Tomsk KDV Group, presented in the Russian store, were bought almost 500,000 times.
To open access to the Chinese online market for Russian companies, we launched a national store for Russian food products on the internal Chinese Tmall.com site a year ago. During this year, the store’s total sales amounted to ₽200M. 82 Russian manufacturers entered the Chinese online market through this platform,” Veronika Nikishina, General Director of REC.
This is the first REC’s tasting pavilion, where visitors can not only taste products but also buy them online: a whole batch or a single piece. For the Chinese consumer to understand the ingredients, there is a QR-code on each package. Thus, the synergy of online and offline promotion, as well as the introduction of QR-codes, will make Russian products much more accessible to the Chinese audience.
All domestic products in the pavilion will be presented under a single umbrella brand “Good Food Russia”. This will increase its recognition, increase the possibility of promotion on international markets, and help in building foreign consumer loyalty.