We spoke to Snow Xia, the founder of PandaYummy, a boutique marketing and supply chain service provider focusing on the food and hospitality industry. Snow, a veteran in brand marketing in China, is highly experienced in brands and products entry in China, as well as new products launching.
Interview Questions
Please introduce that to our readers about what your company does.
PandaYummy, a boutique firm, was established in 2021 to focus on brand building, marketing, and sales development specialized in the food and catering industry, particularly with food and beverage consumer products. We are engaged in providing deep expertise in this field. New products and concepts emerge constantly so the market is competitive, but our years of experience and success gave us an edge to navigate challenges. In order to convert sales more easily, PandaYummy helps clients to put together the best branding plan and marketing execution schedule based on the most current market situation.
PandaYummy established target marketing accordingly, from general consumers to businesses such as distributors, retail outlets, restaurants, hotels, and private companies. We are especially eager to work with premium products but that are relatively unknown by Chinese consumers. We think it is a sweet spot that we can target.
What are the key brand building activities that clients can expect?
PandaYummy utilized a number of brand building and marketing methods. Digital marketing and eCommerce are the obvious top priority. We develop campaigns to work closely with influencers and social media channels that are suitable to the products and has a good reputation.
For example, the influence we have cooperated with Apromen, a cooking channel featuring several gentlemen dedicated to cooking, is a good match. Customized show was developed based on the product.
As for social media channels, we have worked with content creator and channel operator Shanghai Gourmet Food Broadcast, which broadcasted our short promo video (less than one minute long). The operator promo on popular platforms including Wechat Tiktok, RED, Bilibili, Weibo and Dianping as well. As demonstrated, we take a holistic approach in digital marketing.
PandaYummy also places products on the major eCommerce platforms. Visibility is added through timely promotion campaigns to drive sales.
How important is working with different KOL (key opinion leaders) for brand building?
In China, working with suitable KOL is very important. We stress it is suitable because the KOL’s image has to match the product characteristics, and it is sometimes a challenge selecting from a now developed KOL market. The number of subscribers, content category, production quality, and how the KOL carried him or herself through our interaction are our minimum evaluation criteria.
Results are quite easy to measure for interest generated from campaigns. In the promotion for one of our clients, a legendary Austrian coffee brand, PandaYummy arranged with 15 Tiktok KOLs and 3 Weibo KOLs for product introduction. The broadcast has accumulated about half million views and generated thousands of comments very quickly. We then developed the interest generated to convert to sales through different sales promotions on eCommerce platforms. The KOLs that are involved include foodie, fashion and lifestyle, as well as a larger gourmet channel.
You have worked in this industry for a long time. How would your past experience contribute to PandaYummy?
I have been very involved with the brand building of various products in the past decade or so. Recently, I have been the consultant of a beverage company from the Philippines, which I have generated tens of millions RMB in sales for the company. A number of relationships with KOLs and social media accounts were developed and solidified from that work. The success of this project is definitely one that I am very proud of.
Overall, I have covered the brand building involving more than 5,000 brands, and have worked with companies from Southeast Asia, Europe and Americas in international trading, sales, business development, marketing and promotion, sourcing, trade show organization, and local representation. I have been involved in many trade shows annually.
In addition, I have been involved with trade offices and associations, and I have shared my experience in a number of seminars. Despite the economic challenges, I really hope that I could help more high quality brands to develop customer bases throughout China, thus creating new revenue streams for these brands.
How does PandaYummy keep building during difficult times?
The pandemic lockdown in Shanghai was the most difficult period for everyone, but we found ways to bring some positive results as well as not letting our work stop.
Building social communities is very important during difficult times. Everyone needs to procure good food and quality necessities at any time. PandaYummy established procurement channels on a platform operated by a top eCommerce company. To promote that channel, we spread the word with our connections such as distributors, restaurant and retail networks to recruit the community procurement managers. We also leverage on the supply chain expertise that we have, allowing PandyYummy to offer a variety of packaged food selections, including fruits, spices and condiments, snacks, canned vegetables, and daily products. The origins of the selections are diverse, from France, Japan, Korea, Italy, Malaysia, Canada, Australia, Slovakian, Turkey, Peru and many other countries. And as limited delivery capacity was available, via our network we were able to organize community deliveries on a regular basis to different districts in Shanghai.
Since the China market is very dynamic and competitive, PandaYummy likes to remind foreign brands that every brand needs customized strategy to achieve marketing success and must be able to change quickly.
ExportRim can assist you to find the best strategy for your marketing objectives. If you like to learn more about marketing your products in China, please contact us for a free initial consultation .