fbpx
Print this page
Wednesday, 10 May 2017 07:55

Anchor products pop-up in China mall

Written by 
From left: Fonterra’s China’s Chester Cao and Christina Zhu with actor Tong Dawei in the Anchor pop-up store. From left: Fonterra’s China’s Chester Cao and Christina Zhu with actor Tong Dawei in the Anchor pop-up store.

Fonterra has launched its first Anchor milk pop-up store at one of China’s busiest shopping complexes.

The Super Brand Mall, Shanghai attracts more than 20 million shoppers every year; boasts 250,000 square metres of retail space.

The full Anchor China range of UHT milks, milk powders, cheese and butter is on display at the store, where shoppers can also craft their own recipes, view videos of New Zealand farms and play interactive games.

Famous Chinese actor Tong Dawei joined the store launch event, sampling products and helping to develop recipes using Anchor products.

“Today’s Chinese consumers are much more brand conscious and brand loyal than previous generations, so finding ways to create experiences and emotional connections with the brand is a key part of our ongoing brand-building strategy for Anchor in China,” says Christina Zhu, president Fonterra Greater China.

“This higher level of discernment among consumers is driving strong demand for premium goods, so this pop-up is a high-profile opportunity for us to remind shoppers of the premium nature of Anchor.’

Vice president China Brands Chester Cao says that brands in China need to integrate their online and offline presence to reach consumers in the digital age.

“Our pop-up store is recognition of that need to integrate,” says Cao. “Online and offline go hand-in-hand and events like this are a great way to tell our story in a more real and engaging way.

“We’ve had great feedback from shoppers on the farm videos in the store – seeing the green grass and blue skies where New Zealand cows graze is unique for many people in China and it helps them understand Anchor’s provenance in more depth.”

More like this

Farmers' call

OPINION: Fonterra's $4.22 billion consumer business sale to Lactalis is ruffling a few feathers outside the dairy industry.

Wasted energy

OPINION: Finance Minister Nicola Willis could have saved her staff and MBIE time and effort over ‘buttergate’ recently by not playing politics with butter prices in the first place.

Featured

Dr Mike Joy says sorry, escapes censure

Academic Dr Mike Joy and his employer, Victoria University of Wellington have apologised for his comments suggesting that dairy industry CEOs should be hanged for contributing towards nitrate poisoning of waterways.

People-first philosophy pays off

The team meeting at the Culverden Hotel was relaxed and open, despite being in the middle of calving when stress levels are at peak levels, especially in bitterly cold and wet conditions like today.

Farmer anger over Joy's social media post

A comment by outspoken academic Dr Mike Joy suggesting that dairy industry leaders should be hanged for nitrate contamination of drinking/groundwater has enraged farmers.

National

Machinery & Products

JDLink Boost for NZ farms

Connectivity is widely recognised as one of the biggest challenges facing farmers, but it is now being overcome through the…

New generation Defender HD11

The all-new 2026 Can-Am Defender HD11 looks likely to raise the bar in the highly competitive side-by-side category.