Bimbo in China
Venturing into the world's largest market is no easy task. Such was the case of Mexican Group Bimbo, one of the world’s leading baking companies, who decided to risk and venture into the Chinese market in 2006 through the purchase of Food Processing Center of Beijing, a subsidiary of the Spanish company Panrico SA. Bimbo opted to implement a long-term strategy in China and after eight years it has obtained positive results, managing to position itself as one of the most recognized Mexican companies in China.
Today Bimbo produces over 10,000 products under more than 103 brands, covering 19 countries in three continents: America, Asia and Europe. Since entering China, Bingbao (Bimbo in Mandarin) took into consideration the differences that existed between the two regions and conducted several market research studies. But as the saying goes "very few aim before succeeding", one of Bingbao early experiences launching a product in the Asian giant had negative results. This was the case of the famous gansito, best selling product in many Latin American countries, but nevertheless a failure in China since the Chinese consumer has a preference for salty foods. Based on the lesson’s learned, they created new products such as the meatloaf sandwich, the corn bread with pickled cucumbers sandwich and the muffin filled with sweet beans, adapting packaging designs to Chinese standards. Today these products are a success. Daniel Servitje , Bimbo’s CEO indicated: "We are learning as fast as we can ways in which we can influence the Chinese consumer to try and consume new products. We seek to become a relevant player in the packaged bread industry, thereby increasing per capita consumption and the penetration of our products. "
A very important reason for the success of Bimbo worldwide has been their efficient distribution channel. The two main challenges for Bimbo in China were guarantying the freshness of their products because of the long distances and providing
Today Bimbo produces over 10,000 products under more than 103 brands, covering 19 countries in three continents: America, Asia and Europe. Since entering China, Bingbao (Bimbo in Mandarin) took into consideration the differences that existed between the two regions and conducted several market research studies. But as the saying goes "very few aim before succeeding", one of Bingbao early experiences launching a product in the Asian giant had negative results. This was the case of the famous gansito, best selling product in many Latin American countries, but nevertheless a failure in China since the Chinese consumer has a preference for salty foods. Based on the lesson’s learned, they created new products such as the meatloaf sandwich, the corn bread with pickled cucumbers sandwich and the muffin filled with sweet beans, adapting packaging designs to Chinese standards. Today these products are a success. Daniel Servitje , Bimbo’s CEO indicated: "We are learning as fast as we can ways in which we can influence the Chinese consumer to try and consume new products. We seek to become a relevant player in the packaged bread industry, thereby increasing per capita consumption and the penetration of our products. "
A very important reason for the success of Bimbo worldwide has been their efficient distribution channel. The two main challenges for Bimbo in China were guarantying the freshness of their products because of the long distances and providing