Supermarkets in China
'They have a very high selling season in summer, so they will stock a product leading up to summer. We have bad weather in Shanghai leading up to summer, called the plum rains. If the product isn't in a good environment it will get wet, and mould and frost will damage it. If they leave it out in the sun, it gets damaged. So we try to pick people who will look after the product well.
‘We deliver by truck and sometimes tricycle. There are transportation restrictions. You can't bring trucks into some areas; other areas you can't bring vans into. You have to double up your vehicles. You can't use your vehicle that ends in an even number on Tuesdays; you can only use the odd numberplate. It has to have a day off, or go to another part of the city. That is a logistical problem that takes time to understand. All distributors deliver by tricycle. The beer bottles can get broken, as they are moved four or five times from place to place. It goes from us to a distributor, to a second-tier distributor, then to the retail outlet. There are more steps in the process. Most of our product will be purchased at a little corner store, one or two crates by tricycle going to each of those, rather than one truck going to a supermarket.’
Learning how to market the product to local consumers engaged foreign executives in a step-by-step search to understand the consumers' values and beliefs.
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