Fonterra has launched its first Anchor milk pop-up store in Shanghai Super Brand Mall, adding to Asia’s growing dairy scene.
In one of China’s busiest shopping complex, you wouldn’t expect to find a New Zealand brand pop-up stall. The mall itself sees five times the number of shoppers a year than the whole population of New Zealand.
Super Brand Mall attracts more than 20 million shoppers per year and boasts 250,000 square metres of retail space.
Inside the Super Brand Mall
Now, as China hops on the dairy craze, Fonterra is making sure it is recognised as the first port of call for those looking to experiment with dairy products.
The full Anchor China range of UHT milks, milk powders, cheese, and butter is on display at the store, where shoppers can also craft their own recipes, view videos of New Zealand farms and play interactive games.
Christina Zhu, president Fonterra Greater China, says Fonterra is solidifying itself within the Chinese market as brands become more recognised.
“Today’s Chinese consumers are much more brand conscious and brand loyal than previous generations, so finding ways to create experiences and emotional connections with the brand is a key part of our ongoing brand-building strategy.”
“This higher level of discernment among consumers is driving strong demand for premium goods, so this pop-up is a high-profile opportunity for us to remind shoppers of the premium nature of Anchor,” says Zhu.
Alongside the pop-up store, Fonterra has also opened training kitchens in Shanghai, teaching Chinese cooks how to use milk-based products and incorporate them into popular dishes.
China’s food industry makes around $150 billion US a year, or around $214 billion NZD.
The move in China’s dairy industry is a large step for Fonterra, but the company has taken fast moves in 2017 alone to ensure they solidify themselves in the 1.4 billion populated market.
According to Fonterra’s 2017 interim results revenue is up five percent or $9.2 billion.