On August 7th, Kinder, under the Ferrero Group, one of the world's largest sweet packaged food companies, unveiled its new product in Guangzhou. For Xia Qinnan, Head of Marketing at Ferrero China, the decision was no accident. "The Guangdong-Hong Kong-Macao Greater Bay Area is a consumer market with rich cultural connotations, strong spending habits, and high recognition of quality brands," he said.
Having briefly worked in the region, Xia finds it "open, inclusive, and diverse, a place where different cultures meet and blend, creating fertile ground for brands to grow."
Recent national and provincial policies have further boosted this market. By July, the State Council introduced measures to optimize consumption and unlock spending, while Guangdong strengthened positive trends and upgraded retail. Together, these create a strong foundation for brand growth.
South China as launch market, a proven way to success
Ferrero's connection to South China spans over 30 years, starting with its entry via Hong Kong. The region remains the top choice for launching new products.
Seasonal peaks, particularly during the Spring Festival, provide a prime example. "Nowhere else matches South China for store traffic, purchase volumes, and enthusiasm during the holidays," he said. The region's well-regulated market and mature retail formats, from hypermarkets and malls to supermarkets and convenience stores, attract a wide spectrum of consumers. "You can test a product here and get feedback from every kind of shopper," Xia added. "That's invaluable for refining our approach."
Understanding the Chinese consumer and market
"The Chinese consumer, especially in South China, has demonstrated great enthusiasm and loyalty to our brands," he notes. Ferrero also emphasizes diversifying consumption occasions beyond traditional festivals. "We've extended into occasions like Valentine's Day, Christmas, and '520' Day (the term '520' sounds like 'I love you' in Mandarin, making May 20th an unofficial Chinese day to express love)," the marketing head says.
China's rapidly evolving retail landscape, what Ferrero Group's CEO calls the "most complex and fast-changing in the world," is a vital source of innovation. Xia highlighted that "the dynamism of China's e-commerce and social commerce ecosystems provides fresh inspiration for our global strategy." He added that "what we learn in China often informs how we approach other markets worldwide."
China's Role in Ferrero's Global Strategy
"China is truly one of our top two markets worldwide, matched only by America," said Xia. Ferrero inaugurated its first manufacturing facility in China in 2015, in Hangzhou, investing approximately 3 billion RMB to establish this state-of-the-art plant. The facility now supplies over half of its products to the domestic market, with the remainder exported to more than 20 countries across Asia, North America, and Oceania.
Xia pointed out, "We've maintained double-digit growth in China for the past two years. That's a strong endorsement not only of our products but of our entire global business model." He views this both as a vote of confidence in Ferrero's global operations and as a clear signal to deepen investment in the Chinese market.
The Head of Marketing also revealed upcoming product launches, with South China chosen as the primary market. "We've nurtured this region for decades," Xia said. "This deep-rooted trust enables us to innovate confidently, knowing consumers will respond."
"The Greater Bay Area isn't just a market; it's a launchpad for our growth across China," Xia affirmed. "Our experience here provides a solid foundation, and success in South China will drive our expansion nationwide."
Reporter & Script: Zeng Xiangxing
Cameraman: Liang Zijian
Video: Pan Jiajun
Poster: Cai Junru
Editor: Hu Na, James, Shen He
