Matt Sun, Tmall Specialist at EAC Ecommerce China Agency. 10 years managing F&B brands on China’s e-commerce platforms. Direct experience with Nescafé, Yili, and Swisse on Tmall store management, product strategy, and campaign execution for the Chinese market.
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Matt Sun
Matt Sun is Account director at ECA , tmall expert Follow me on Twitter
Alcohol, Wines & Spirits
On September 4, 2023, Luckin Coffee launched a single new menu item: a latte made with Moutai baijiu sauce (茅台酱香拿铁 — Máotái Jiàngxiāng Nátiě). By the end of the day, 5.42 million cups had been sold. Single-day revenue exceeded 100 million RMB. Social media exploded. Every major Chinese news outlet covered it. The collaboration became […]
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China e-commerce
Douyin is no longer just a short-video platform. Since 2022, ByteDance has been systematically building Douyin into a local commerce platform — competing directly with Meituan in restaurant discovery, food delivery, and F&B brand marketing. For food and beverage brands in China, this expansion matters. Douyin’s entry into the food sector has created new marketing […]
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Food & Beverage
China’s children’s snack market is one of the fastest-growing food segments in the country. Estimated at over 600 billion RMB in 2024 and growing at 12-15% annually, it is attracting both domestic brands and foreign F&B companies looking for entry points into Chinese family spending. But selling snacks to Chinese children requires understanding a market […]
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