Event Recap | Brand Watch Series: illycaffè

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The China-Italy Chamber of Commerce (CICC) together with its Food & Beverage Working Group (F&BWG) is glad to inform you that the Hybrid Workshop “Brand Watch Series with illycaffè” took place both online and offline at the illycaffè office in Shanghai on May 9th, 2023.

The workshop was dedicated to discussing the key strategies implemented for the brand’s success along with the needs and challenges, with the aim of establishing a consensus on how to best promote Italian companies in the Food and Beverage sector in China.

Cristina Corsini, Coordinator of the CICC F&BWG and CEO of Good Italy Group as moderator, and Walter Lumino, Managing Director for illycaffè China as special guest, guided participants to discover the illycaffè in the Chinese market, while also exploring related challenges and opportunities.

Walter Lumino gave an engaging overview of illycaffè as a brand founded on the principle of offering the best quality coffee to its consumers worldwide. As a matter of fact, illycaffè’s pillars involve goodness, taste, and beauty. As evidence of the goodness pursued by the company, they have attained the B Corp, a certification specific for businesses representing social and environmental impact, transparency, and accountability.

Concerning taste, illycaffè’s quality has not gone unnoticed in China, where it ranked third in the coffee market and has the best-selling fresh coffee. The data confirms this trend, in 2022 illycaffè has registered a prominent increase in revenue despite the post-pandemic situation, and the company is expected to boost its growth by 2027.

During the presentation, the key role of e-commerce was emphasized as critical to the brand's presence in the Chinese market. According to the Managing Director, the brand is boosting its business strategy by strengthening its digital acceleration plan for China, where consumers, particularly young consumers, largely prefer online shopping.

However, the great opportunities arising from e-commerce are complemented by several challenges; in fact, Chinese e-commerce is highly competitive, with local producers, for example, having the advantage of knowing their target audience better.

Nevertheless, illycaffè shows a strong determination in tackling these challenges and developing a solid strategy to foster growth in one of its most important markets.

illycaffè's unwavering determination to grow despite the difficulties was echoed during the Q&A session. Walter Lumino shared with the participants as a business strategy for creating brand awareness in China, the creation of a community of quality coffee lovers. illycaffè's remarkable success offered insights and suggestions for small to medium-sized F&B companies wishing to enter the Chinese market.

The China-Italy Chamber of Commerce and its Food & Beverage Working Group would like to thank all the participants and wish to meet you again at the next events.

Walter Lumino

Managing Director for illycaffè China

"In the China market, for an international brand to be successful, the following aspects must be taken into high consideration:

• Differentiated high values VS local brands (quality, sustainability, high-level service/experience, possibility to innovate and diversify the offers constantly to meet the local audience but with respect of the brand values);

• A strong/convincible background for real and interesting storytelling;

• The online distribution and the right communication through local social platforms are key to achieve and involve the young generation."

WHAT IS BRAND WATCH?

Brand Watch is a format of hybrid seminars (online and offline), organized by the CICC Food and Beverage Working Group (F&BWG). Its aim is to showcase the best practices of marketing/business strategies of well-known international and local brands in China.

Do you want to be the protagonist of the next Brand Watch?

If you are a company sectoring in the Food and Beverage and you want to be part of the next upcoming seminars, write an email to infoshanghai@cameraitacina.com

Join the F&B WeChat Mini Program!

The Food and Beverage Working Group of the China-Italy Chamber of Commerce has developed a WeChat Mini Program dedicated to the companies that are part of the group.

The main goal of the WeChat Mini Program platform is to allow the F&BWG Members to virtually showcase their brands and products, offering links to external websites for e-marketing or sale.

To learn more about the Mini Program and find out how to join it, contact us at infoshanghai@cameraitacina.com