Notes

Loneliness is the deepest feeling for QiaQia marketing personnel to explore overseas markets. This loneliness was not the feeling away from relatives and friends, or the lack of sense of belonging in other countries, but rarely encountered in the food industry peers.

This kind of Loneliness Representing the low acceptance of Chinese food in overseas markets. In the era of “made in China” swept the world, China's food manufacturing industry has not been shrouded in this aura.

Expeditionary March for QiaQia

The exploration of the overseas market has been destined to be a long-lasting pioneering journey from the beginning.

In the 18 years from 2000 to 2018, QiaQia's products radiated to 40 countries. In 2017, the overseas sales reached 200 million Yuan. In the United States, QiaQia has entered the major US supermarkets such as Costco and Wal-Mart from China Town. In Southeast Asia, QiaQia was even more popular.

Every achievement the overseas sales teams made has experienced extreme difficulties.

 Regional Strategies of QiaQia: Localization

Even in China, there is often a dispute between sweet and salty tofu or Tangyuan in the north and the south regions. Localization is a necessary work before entering new market to make sure products consistent with local people tastes.

The first step of localization is to understand quality requirements of targeting countries or region. QiaQia has a special position to study the laws and regulations of various countries to ensure that all businesses are legal and compliant.  

The second step of localization is to avoid cross-contamination in additives according to different rules of countries. QiaQia built a separate production line or a separate export factory for processing based on specific situations.

The third step of localization is packaging and tasting locally. Products that meet local consumers’ preferences are more likely to be favored in packaging or tasting. QiaQia products are designed to be closer to consumers.

The fourth step of localization is differentiated marketing strategies. In different countries and regions, Qiaqia has endowed products with special meanings and values to the places.

A way of marketing in a country or region requires a lot of work. Such complicated work supported high quality products created to open overseas markets step by step. The overseas markets are not only dependable on dedicated research and production, but also inseparable from their patience and determination on channel development. 

An adventure in Thailand

The number of products are increasing dramatically as information explosion. “A good wine is not afraid of the deep alley” is no longer existing. Good products needs good marketing.  QiaQia’s sales in China have been doing well, but overseas, this road has not been easy. In 2012, QiaQia officially entered Thailand 7-11 and immediately felt the strict standards. At 7-11, every position on the shelf is strictly calculated based on PKI that must be reached at this location. Because of limit space, every new product on the shelf means a lowest sales product off the shelf.

The Rules of 7-11

Completed 7-11 of the entire audit process, the time has come to 2013. QiaQia melon seeds finally can be sold on the 7-11 shelves in Thailand, competing with the 2 local famous melon seeds brands.

the goods shelves of 7-11

It took another four years to sell a product to sell two products in 7-11. In 2017, after filing an application and inviting Thai management to visit the QiaQia factory and seeds growing places. QiaQia’s products are recognized and accepted by Thai people.

Note: The road to overseas expansion requires marketing personnel to pay more energy and patience. Every time they work abroad, they have to stay at least half year and fly more than 30,000 kilometers a year.

Fortunately, they are not so lonely now. Family members of employees have twice Subsidies for visiting relatives and welfare support. Furthermore, QiaQia made a good start for Chinese food. With the launch of the new products of Qiaqia, along the road laid by the predecessors, QiaQia quickly covered the markets of many countries and regions. QiaQia is not a lonely overseas explorer of Chinese food any more as different Chinese brands growing.