POST EVENT - (Hybrid Seminar) Food in China: Marketing strategies for F&B Brands, April 12th, 2021, Shanghai

14 April 2021

Dear Members and Friends of CICC,

The Food & Beverage Working Group of the China-Italy Chamber of Commerce (CICC) is glad to inform you that the Hybrid Seminar “Food in China: Marketing strategies for F&B Brands” took place successfully both online and offline at the Easail office on April 12th, 2021.

The first part of the seminar was dedicated to “I’M ON THE MARKET, how to promote my product? Tools and strategies for the ADV on the Chinese market”, organized by Pleiadi International. This webinar had as a focal point the Italian F&B companies within the F&B Chinese market.

Within this context, Ms. Silvia Granziero, account manager Pleiadi Multimedia Communication, first discussed the different scenarios behind the F&B Chinese market and the many challenges to face when planning an ADV strategy for the Chinese market, and the different ways to plan and build a creative ADV campaign. Besides, the analysis of some successful case histories helped participants gain a better insight into the different implementations of a coherent creative strategy.


Following, Mr. Michael Tao, Founder of Easail, made a general introduction of the company by presenting Easail’s structure and team and the key suppliers, channels, and geographic coverage.

Also, the speaker examined two successful stories: Cirio and Barilla. Cirio was depicted as a brand characterized by a successful market entry, and Barilla as a brand revived thanks to e-commerce. In detail, behind Cirio’s success, there is a step-by-step, well-strategized, and executed market entry, able to lay a solid foundation of its long-term business. Differently, Barilla experienced a brand revival through the creation of an Alibaba eco-system.  


The Hybrid Seminar was lastly closed by a section of Q&A, during which the participants brought up many interesting and inspiring questions related to the topic. Ms. Simona Aguzzoni, founder and CEO of Pleiadi International, Ms. Silvia Granziero, account manager Pleiadi Multimedia Communication and Mr. Pierluigi Turchi, International sales manager Pleiadi Multimedia Communication were the protagonist of the conversation with the audience dedicated to the Pleiadi’s section. On the other hand, Mr. Michael Tao, Founder of Easail, clarified all his company's questions. Besides, offline participants also had the opportunity to have a tour of the company’s office.


The CICC and the Food & Beverage Working Group would like to thank all the participants and wish to meet you again at the next events.

Kind regards,


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