Adapting the 33 Penguins Ice Cream Franchise for the Chinese Market
Rewritten Article:
The "33 Penguin" ice cream brand took off in Siberia back in 2004 and now boasts over 2,100 sales points across Russia and neighboring countries, with China representing the latest frontier. The Chinese franchisee of this Russian company discovered "33 Penguin" during a trip to Blagoveshchensk, fell in love with the taste and variety, and saw potential for partnership.
로고잇 Svetlana Gareлина, the brand's marketing lead, explains that the prospective franchisee visited the production facility, tasted the ice cream, and made the decision to establish a location in Heihe. The interesting fact that the Chinese characters for "33 Penguin" translate to 'company' in English wasn't lost on the new partner, who saw this as a sign of successful business endeavors.
China's stringent food safety regulations, notably the "Healthy China" program, require foreign producers to ensure the quality of their products. According to Gareлина, this was one of the main challenges in the collaboration, but one they were confident they could overcome. The head of franchise development, Irina Pletneva, echoed this sentiment, adding that complying with Chinese trading rules was the primary hurdle.
This included meeting labels' mandatory requirements, which must be present on both the product packaging and the outer box, and paying close attention to sodium content, a significant concern in Chinese markets. The initial shipment included a variety of flavors, including ice cream scoops, packaged products, new brand lines like ice cream bars and cones, and even milk cocktails, which were found to be popular in China, particularly cold coffee.
When choosing flavors for the Chinese market, the brand took into account the translation of fantastical names. For example, Chinese consumers may not understand what "Bavarian Chocolate" means, as they associate Bavaria with a German city and don't typically apply the term to product names.
Aside from ice cream, branded outlets of "33 penguin" typically sell drinks based on the ice cream. During a tasting, the franchisee noted that cold coffee was currently popular in China, and the brand's unique cold macchiato on ice cream had potential to become popular.
The brand views the shipment of products to China as the first step towards a broader partnership. Irina Pletneva, the head of franchise development, mentions the company's plans to expand their presence in China, focusing on regions geographically close to Russia first, before gradually venturing into the bustling southern provinces.
Chinese consumers are increasingly drawn to Russian products, with "Russian houses" opening up across the country, solely selling Russian goods (with the support of the Russian Export Center). The brand is hopeful that their products will be featured in these stores in the future. The frigid terrain of Siberia might seem an unlikely incubator for such a far-reaching enterprise, but with perseverance and a keen understanding of local tastes and regulations, "33 Penguin" continues to prove that it's more than ready to weather any storm.
Enrichment Data (Selectively Included):Expanding "33 Penguin" ice cream into the Chinese market requires careful consideration of trading rules, flavor selection, and future expansion plans. Here's a breakdown of each:
Trading Rules in China:
- Market Entry Regulations: Registering the company, obtaining licenses, and adhering to food safety standards are essential.
- Import-Export Rules: Customs regulations, including duties, taxes, and import permits, need to be followed if ingredients are imported.
- Intellectual Property Protection: Protect trademarks and trade secrets to avoid IP theft.
- Local Partnerships: Collaborating with local businesses can help navigate complex regulations and access local networks.
Flavor Selection for the Chinese Market:
- Local Taste Preferences: Offer culturally relevant flavors, such as matcha, lychee, or red bean.
- Ingredient Sourcing: Use locally sourced ingredients to reduce costs and maintain freshness.
- Halal and Vegan Options: Catering to diverse dietary needs can help expand the customer base.
Future Plans for Expansion:
- Market Research and Analysis: Identify regions with high demand and favorable business environments.
- Tiered City Approach: Initially target first-tier cities like Shanghai, Beijing, and Shenzhen, and gradually expand to second- and third-tier cities.
- E-commerce Integration: Leverage robust e-commerce platforms to reach a broader audience and build a strong online presence.
- Collaborations and Events: Engage in local events, collaborate with influencers, and offer seasonal limited-edition flavors to maintain brand visibility and excitement.
- Supply Chain Optimization: Ensure stable supply chain to maintain quality and consistency across the country.
- Cultural Adaptation: Tailor marketing and branding strategies to align with Chinese cultural norms and consumer behaviors.
By considering these strategic elements, "33 Penguin" ice cream can successfully establish itself in China, attracting fans across the diverse provinces.
- In China, the Chinese franchisee of "33 Penguin" saw potential for partnership after tasting the ice cream and discovering that the Chinese characters for "33 Penguin" translate to 'company' in English, viewing this as a sign of successful business endeavors.
- Meeting China's stringent food safety regulations, particularly the "Healthy China" program, and complying with trading rules were significant challenges for the brand, but ones they were confident they could overcome.
- Aside from considering translation of fantastical names for flavors, the brand also took into account local taste preferences, such as the popularity of cold coffee in China, when choosing flavors for the Chinese market.
- Irina Pletneva, the head of franchise development, mentions the company's plans to expand their presence in China, focusing on regions geographically close to Russia first and gradually venturing into the bustling southern provinces, with the goal of being featured in "Russian houses" across the country.
