STP of Chinese organic food market
Segmentation
1.different age groups:
①children & teenagers
Young teenagers are in great need of nutrition, and parents are trying to keep them away from junk food.
②Adults
More and more people are following the trend of green food and prefer pure natural products.
③the elderly
The young generation are concerning about their parents’health and the elderly are in need of dietary supplement.
2.different regions
①northeast China
People prefer foods with strong flavor in large size. They eat many wheat, corns and soybean.
②northwest China
The main dishes in northwest China are always all kinds of cooked wheaten food. The nomads take a lot of dairy products.
③Southeast China
Delicate dishes in light flavor. Rice is the stable food. And there are more flesh vegetables, fruits and seafood in people’s diet.
④Southwest China
Due to the geography and weather factors, people lives in mountainous area in southwest China prefer spicy and sour food.
3.different income levels
①billionaires and celebrities
They care about their health and are willing to pay much money on organic food.
②ordinary citizens and white collars
People are more interested about instant food such as oatmeal.
Young ladies pay more attention on losing weight and keep slim.
White collars are becoming aware of the harm of suboptimal health.
③rural people and poor guys
Rural people usually produce food by themselves. Poor guys seldom think of organic food because it is more expensive than ordinary food.
Targeting
All age groups in developed areas who have stable income
Why?
All age groups have requirement of organic food, and we can sell products for the whole family.
Developed areas including Beijing, Yangzi river delta, pearl river delta and other coastal areas, have more opportunities and less transportation fees.
Stable income means that people have stronger purchasing power and are more possible to realize the value of organic food.
Positioning
Brand positioning: an organization not only provides people with high quality imported organic food but also create a new concept of healthy life. Built up a healthy diet.Help people to form healthy life style
Marketing methods: retail in cooperative stores and supermarkets Combined with online selling。