Food and drink companies enter Chinese market with WeChat store

Food and drink companies enter Chinese market with WeChat store

Food and drink companies in the South West have commenced with selling a selection of their products in China via an online store backed and launched by chamber of commerce Business West. Called the Great British Food Store, an initial 14 businesses are involved in targeting Chinese middle-class consumers using the WeChat social media platform.

WeChat boasts 1.2 billion users and claims that 40 per cent of all Chinese eCommerce takes place on its platform. With demand growing for British food and drink brands this offers a strong sales opportunity for participating businesses. Business West is working on the project with Regroup China, a digital marketing agency which specialises in Chinese cross-border eCommerce, and Elanders, a logistics business based in North Tyneside that has 11 sites in China and will deal with the shipping and re-labelling of products. It will hold stock in a bonded warehouse in Shanghai, enabling delivery to end customers within 24 hours.

Elanders managing director, Kevin Rogers said: “This cross-border eCommerce solution offers the simplest model for UK brands to sell to Chinese consumers and expand their export footprint. As the Chinese travel, they get a taste and palate for foreign goods, and they have a really good affinity with the UK. They see British products as having heritage and high quality. This initiative by Business West is right on the money because eCommerce in China is massive.”

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