Targeting wealthy consumers to enter the high-end market in China

In order to deeply expand the Chinese consumer market, Australian macadamia fruit (also known as "macadamia nuts") industry organizations have invested millions of Australian dollars to carry out product promotion activities in first-tier cities in China. to promote the unique nutritional value of this nut food to wealthy Chinese consumers.

Ms. Lynne Ziehlke, market development manager of the Australian Hawaiian Fruit Association (Australian Macadamia Society), said the nut promotion campaign was mainly aimed at potential consumers in first-tier cities such as Beijing, Shanghai and Guangzhou, ACB News reported. According to the classification of Chinese cities in recent years, Beijing, Guangzhou and Guangzhou have been in the top three for a long time. The sales of Hawaiian fruits in the Chinese market during the Spring Festival in February next year will be an important reference for the effectiveness of this promotion.

She pointed out that the event was sponsored by more than 650 Australian manufacturers and attracted more than 150 industry representatives, including Chinese nut retailers, importers and distributors who sell branded nuts through supermarket networks and e-commerce channels. as well as Australian producers, suppliers and exporters. Prior to the event, relevant personnel had conducted a two-year investigation and study on the potential of China's consumer market.

Ms Ziehlke said the study found that nearly 2% of consumers in first-tier Chinese cities knew about Hawaiian fruit, but there were still nearly 1% of consumers who had never tasted the nut food. In the Chinese consumer market, Hawaiian fruits are usually given to relatives and friends as high-end gifts, but they know little about the nut food.