China is now the world’s 2nd largest sugar and chocolate consumption country with high purchasing power. There’s no doubt that giant multinational corporations, including the biggest chocolate manufacturer Mars Group, will pay intensive attention to Chinese market. Overall comprehensive market research and strategy, accurate positioning, superior distribution channels attribute to its expansion and market share in China from metropolis to counties. Though the competition is more than violent, those companies need to tend to market and optimize their marketing strategies even turn to consulting.
Chinese, Korean and Japanese chocolate consumption
It is said that Chinese consumption of chocolate is less than 50 to 60 grams per year, which is an extremely tiny scale compared with Korean and Japanese with a number of 1.5 kilos. At the same time, based on our population, China jumps as the world’s second largest sugar and chocolate market merely after the US. In recent years Chinese people became accustomed to convey naturally through chocolate, for it relaxes their mood and replenish energy.
Big chocolate companies in china–“Mars Group”, “Hershey”, “Nestle”, “Kraft”, “Lindt”
In the global market of chocolate, Mars Group and Hershey occupy most of the market, besides, Nestle, Kraft Foods and Lindt also play significant roles as 5 largest manufactures. Considering our Chinese local market, possessing brands M&M, Dove and Snickers, Mars is far ahead. This privately owned firm expands its market all over China, no matter metropolis or counties. Meanwhile, Mars’ market share shrinks owning to the competition with some imported brands such as Ferrero which targets young consumers in first-tier cities and grows very fast.
Mars Group in China
Mars Group started its business in China in the 1970s and began selling their sugar products through distribution channels in 1983. As the largest sponsor of The 11th Asian Games, M&M had the advantage to act as one of the most popular sugar brands in China. Mars Chocolate was founded in 1993 in Beijing (北京) and quickly became a leading brand in 1995. Thanks to their thorough market research and strategy, positioning and advertisement, these chocolate brands gradually interiorize, as DOVE is the symbol of love and happiness, Snickers energy. Different flavors, mature distribution channels and meticulous marketing segmentation, Mars has absolutely established its status in the market.