Conad, the Italian supermarket chain, is entering the Chinese mainland with the opening of 5 new stores in the region of Shanghai, Jiangsu and Zhejiang on the 19th February 2015.
The store openings, which coincide with Chinese New Year, expand Conad’s footprint in the Far East. The retailer already has a presence in Hong Kong, a market it entered in 2010.
Among the products available for sale – in stores, through vending machines and also online – will be a wide selection of items under the Conad and Sapori & Dintorni brands. Initially the products, about 250 fresh and dry goods, will bear the original Italian packaging.
The managing of stores and vending machines has been delegated to a local partner with better insight into local trends, the company said.
“Increased buying power and lifestyle changes are bringing about new consumer habits in the food sector, especially with regard to imports”, Conad noted in a statement. “Young generations and wealthy consumers are more and more discovering Italian food and wine; Italian cuisine and its products are appreciated for their quality and health properties. […] The Chinese are getting more used to eating out, and as such they are consuming more white meat, eggs, milk, fish and vegetable oils while the consumption of rice, grain, vegetables and pork is decreasing. These trends support the increased popularity of foreign and imported products in the food sector”.
The investment in China is designed to reinforce the presence of the Conad brand outside Italy. The company now derives revenues of around €60 million ($73 million) from overseas markets.