10 Tips to Sell Grocery in China: A “Startup” Guide
Selling groceries in China is a massive opportunity, but it’s also a competitive and fast-moving market. To stand out, you need to understand Chinese consumers’ preferences and leverage the right tools and strategies. Here’s a startup-style guide to help you crush it:
Need a cost effective TP (Tmall Partner) to sell in China?
We are an Official Tmall Partner e-commerce Agency. Our Services: E-Commerce, Search Engine Optimization, Advertising, Weibo, WeChat, WeChat Store & PR.
1. Go Digital with E-commerce Platforms
China’s grocery shopping is dominated by online platforms. Get on the big players like JD.com, Tmall Supermarket, and Pinduoduo.
- Why It Works: Chinese consumers love the convenience of buying groceries online.
- How to Do It: Partner with these platforms to list your products. Optimize your listings with high-quality images and detailed descriptions.
- Pro Tip: Offer fast delivery options—speed is a huge selling point in China.
2. Leverage WeChat for Social Commerce
WeChat isn’t just for chatting; it’s a powerhouse for selling groceries.
- Why It Works: WeChat Mini-Programs let users shop without leaving the app, making it super convenient.
- How to Do It: Build a Mini-Program store for your grocery brand. Use WeChat Official Accounts to share recipes, promotions, and updates.
- Pro Tip: Integrate WeChat Pay for seamless transactions.
3. Focus on Freshness and Quality
Chinese consumers are increasingly health-conscious and prioritize fresh, high-quality groceries.
- Why It Works: Freshness is a key driver for grocery purchases, especially for produce, meat, and dairy.
- How to Do It: Highlight your sourcing process, certifications, and quality guarantees. Use visuals to showcase freshness.
- Pro Tip: Offer same-day or next-day delivery to ensure products arrive fresh.
4. Tap into Community Group Buying
Community group buying (like Pinduoduo’s model) is huge in China, especially in lower-tier cities.
- Why It Works: Group buying offers discounts and builds a sense of community.
- How to Do It: Partner with group buying platforms or create your own WeChat groups for bulk orders.
- Pro Tip: Offer exclusive deals for group purchases to drive volume.
5. Use Douyin (TikTok China) for Viral Marketing
Douyin is a goldmine for reaching younger consumers with engaging content.
- Why It Works: Short, entertaining videos can showcase your products in a fun and relatable way.
- How to Do It: Create recipe videos, behind-the-scenes farm tours, or unboxing content. Collaborate with food KOLs to amplify your reach.
- Pro Tip: Use Douyin’s native ads to target specific demographics.
6. Offer Localized Products
Chinese consumers love products that cater to their tastes and cultural preferences.
- Why It Works: Localized products feel familiar and trustworthy.
- How to Do It: Adapt your product lineup to include Chinese staples like rice, soy sauce, or regional snacks.
- Pro Tip: Highlight any unique or premium ingredients to stand out.
7. Build Trust with Transparency
Chinese consumers want to know where their food comes from and how it’s made.
- Why It Works: Transparency builds trust and loyalty.
- How to Do It: Share stories about your sourcing, production process, and sustainability efforts. Use QR codes on packaging to provide traceability.
- Pro Tip: Partner with trusted certifications (e.g., organic, non-GMO) to boost credibility.
8. Run Flash Sales and Promotions
Chinese shoppers love a good deal, especially during shopping festivals.
- Why It Works: Limited-time offers create urgency and drive sales.
- How to Do It: Participate in major shopping events like Singles’ Day (11.11) or 618. Offer discounts, free gifts, or bundle deals.
- Pro Tip: Use countdown timers and scarcity tactics (e.g., “Only 100 left!”) to boost conversions.
9. Collaborate with KOLs and KOCs
Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) can help you build trust and visibility.
- Why It Works: Chinese consumers trust recommendations from influencers and peers.
- How to Do It: Partner with food KOLs to review your products or create recipe videos. Encourage KOCs to share their experiences on social media.
- Pro Tip: Focus on micro-influencers for more authentic and cost-effective campaigns.
10. Optimize for Mobile-First Shopping
Most Chinese consumers shop on their phones, so your platform must be mobile-friendly.
- Why It Works: A smooth mobile experience increases conversions and customer satisfaction.
- How to Do It: Ensure your Mini-Program, website, or app is optimized for mobile. Use large buttons, easy navigation, and fast loading times.
- Pro Tip: Test your platform on different devices to ensure a seamless experience.
Final Thoughts
Selling groceries in China is all about convenience, quality, and trust. By leveraging e-commerce platforms, social commerce, and localized strategies, you can tap into this booming market.
As a startup, focus on building relationships with your customers, offering fresh and high-quality products, and creating engaging content that resonates with Chinese consumers. With the right approach, you can carve out a slice of China’s massive grocery market.
Shoppers are turning their backs on the supermarkets and now they are purchasing food products via internet.
The popularity of online grocery shopping is rapidly increasing.
Rise of the disposable income, growth of the middle class, higher internet penetration rate, increased desire for a better lifestyle have led Chinese consumers to increasingly choose e-commerce over traditional retail shops.
In 2013, e-commerce transactions totaled $296.57 billion, a 41.2% growth from 2012. With such a fast growth, it’s estimated that China’s online retail sales will hit the $540 billion landmark by 2015.
Online grocery shopping is also part of this trend. Chinese customers are one click away from foreign vegetables, fruits… you name it. This is crucial these days with all the scandals that have been uncovered these past few years.
China has become the perfect market for launching online supermarkets with foreign new products, as reported by Sam Mulligan, director of Data Driven Marketing Asia (DDMA).
A study called “The development of online supermarkets in China”, reported that up to 65% of online supermarket consumers are willing to purchase new brands while 58% already bought new brands.
Some consumers are interested to purchase new brands or new products, however they are shy to do it in public. Through groceries online they have the chance to buy products that they desire but in an anonymous way.
Other advantage of groceries online is that consumers can research about the products before purchase and evaluate if they are willing to try them. If brands or products have good comments and opinions from other consumers, they will be more determined to purchase.
According to the study, there is an essential group to target which includes younger users between 25 and 35 years old with a high income, a good education and from middle and upper class. This group of consumers is the most willing to purchase new brands and products.
For manufacturers and retailers, it is very important to understand the purchasing desire and necessities of the key group in order to provide the right products and therefore, engage them.
To introduce new products is crucial provides many information about them such as ingredients, origin or nutritional information to increase their trust.
For international brands is less expensive penetrate to China’s grocery market through online platforms than via traditional channels. Nonetheless brands have to demonstrate that the products’ safety because for that kind of products, Chinese customers prefer quality over price
Now, I will give you some tips in order to guarantee the success of your online grocery.
Website hosted in China:
Firstly, is essential host your website in China, otherwise it will be necessary long time to charge the site.
Another reason is that hosting your site in China you will have an ICP certificate, which is essential to avoid be censured by the Chinese government.
Logistic:
Develop an efficient logistic network is crucial. You have to be able to provide your products in a short period of time and respect tight deadlines.
Price:
For Chinese culture, money is an important factor, therefore consumers will study your competitors in order to find the best price.
Internet is the place of the low price products and if you want to be considered, your prices have to be competitive.
Gaining confidence of consumers online:
Consumers have to trust in you and in the safety of your products. That’s why you have to improve the website’s image and cross-media campaigns are often the solution to increase notoriety.
Respect Chinese habits:
In China the payment systems are different, that’s why you have to include Alypay or Tenpay as payment systems. In addition, some online websites allow consumers to pay the purchase at the reception.
Another habit is utilize many colors and provide more information on the website.
An easy purchase process:
Chinese websites streamlines the purchasing process and only 3 steps are necessaries to finish the purchase.
Consumers could refuse to purchase in your website if the buy process is complicated or takes long time.
Improve your conversion rate:
There are some factors that could help to increase your conversation rate such as include in your website pictures of the products, videos which show the products’ features and descriptive texts.
Communication:
In order to allow the directly communication between consumer and marketer, Chinese websites include instant messaging platforms as QQ messaging or chat systems.
In China, these tools are necessary to confirm orders in an efficient way.
Visibility:
The main step to attract consumers is being visible. To improve your visibility, the website has to be well positioned on the search engines, therefore is important include SEO and SEM strategies.
Promotion:
An efficient strategy to attract more consumers is offering promotions in your products as for example, discounts.
In China, the e-commerce is an important part of daily life. Chinese consumers are desirous to try new products and the online platforms has become the best way to do it.
If you want to be part of the grocery online market in China, don’t hesitate to contact us, our agency will help you to have presence in the Chinese market.
Sources:
- China’s online supermarket shopping spree
- E-commerce is THE way to do business in China
- The overseas e-commerce is the market to enter in China
- All you need to know about e-commerce in China.
