While everyone is chasing the German economy and concentrating most of their resources in the German market to expand into international markets, many companies underestimate that the China market alone in 2018 more than tripled the import of Made in Italy Food & Beverage. recording a record figure of 439 million euros (source Coldiretti 2019).
THE COMFORT ZONE: It is in fact the first big mistake of Italian companies to try to export only to the markets of their so-called "comfort zone":
- Germany
- UK
- USA
Markets that they presume to know and underestimate to be highly competitive, saturated in some respects and above all performing exclusively for large brands and / or groups that are structured.
Macro markets such as China, or the increasingly leading one such as Southeast Asia, are perceived as "distant" both geographically and culturally and therefore difficult to penetrate.
Instead, it is precisely in these two markets that, given in hand, small, medium and large European and American companies are playing the game of their export plan for the next decade.
THE IMPORTER'S OBSESSED RESEARCH: Importers have begun to develop a real distrust towards all those companies that are unprepared to share an export plan for a target market and, at the same time, both brokers and distributors complain about the insistent call from companies unfamiliar with any initiative aimed at marketing for the promotion of their products once placed on a shelf, regardless of the fact that the primary need to sell 300 grams of edible Made in Italy in a supermarket has been for years satisfied and around those excellent 300 grams today all the elements that can make the product distinctive and competitive must be created.
THERE'S NO PLACE LIKE HOME: Geographical belonging is certainly one of the distinctive elements of a Made in Italy product, but to think that beyond the oceans this can be the cornerstone of your promotion campaign is quite wrong.
Buyers of specialized distribution and large-scale distribution must deal with two determining factors: the few centimeters of space to be allocated to the positioning of the product and the probability that it can “end up” in a consumer's cart. Before thinking that only belonging to a territory can act as a driver and guarantor of the quality of a product, even before that it is necessary to be eye-catching and credible through the lenses of B2C marketing.
Comments