Ferrero China is accelerating its expansion into the candy market. Its brand Kinder launched the new milk candy "MilkyMunch" in September, with China serving as one of its global launch markets. This move aims to establish candy as a new growth driver following chocolate and biscuits.

Despite the overall Chinese candy market nearing a hundred billion yuan in size but experiencing sluggish growth, the milk candy segment is still dominated by classic brands like White Rabbit. Ferrero chose this segment not only due to its higher potential for success but also because milk candy aligns closely with Kinder's brand DNA of being "milk-centric." The new product seeks to break through with differentiated features such as added fillings and highlighting a 12%-13% dairy content.

Concurrently, Ferrero China has appointed its first Chief Marketing Officer (CMO), Xia Qinnan, who brings over 20 years of FMCG experience. This organizational adjustment aims to better coordinate the increasingly large brand portfolio resulting from the group's frequent acquisitions. Xia emphasized that working at headquarters was akin to a "Ferrero MBA," deepening his understanding of the importance of "global positioning, local execution"—for instance, repositioning Kinder Surprise from a Western holiday specialty to a "daily surprise" in China.

In terms of innovation strategy, Ferrero China relies on a dual-driver approach of "global resources plus local R&D," having established an R&D center in Hangzhou to systematically evaluate and adapt products for local needs. In channels, the company is actively expanding into B2B scenarios such as bakeries and cafes, integrating products into daily occasions like breakfast and afternoon tea to reduce reliance on seasonal sales.

Despite challenges from demographic shifts, Ferrero remains confident in the Chinese market. The company has maintained double-digit growth for two consecutive years and will continue to enhance brand penetration through product diversification and occasion expansion to meet the needs of consumers across different generations.

0

打赏

表情 点击这里取消回复。