Entering the Chinese food market: the Delverde experience

Abstract

Chinese food habits are currently experiencing rapid changes. The increased buying power of the consumers has led to the adoption of a new lifestyle which affects also their diet - both in quantity and quality. This trend has caused a sudden boom in food imports, with China becoming the world’s largest market and an essential opportunity for Italian business. The present study aims to outline how this big Chinese market is segmented in order to understand where and how foreign companies could invest. Therefore, we focus on all the possible ways to enter the Chinese food market to better understand which one is best and most convenient for our companies. In particular, this research aims to analyze a specific sector of Made in Italy, the food sector, and within this, it focuses on a specific sub-sector, the pasta industry, which has always been one of the most successful in Italy’s national economy.