KUALA LUMPUR: Malaysia External Trade Development Corporation (Matrade) collaborated with China’s 7-Eleven chain to promote Malaysian brands in Beijing, Tianjin and 773 other 7-Eleven stores in other cities across China.
Matrade said the 7-Eleven Malaysia Week In-Store Promotion held from April 8 to 22, 2013 involved a total of 32 product lines from 10 Malaysian brands such as cookies, snacks, coffee, pudding, fruit juice, sauces and paste, chocolate and durian ice cream.
Matrade also leveraged on this activity to promote patronage to Malaysian restaurants in China under the Malaysia Kitchen Programme.
The 200 stores located in Beijing and Tianjin receive an average of 250,000 customers per day, and provided an effective exposure for Malaysian F&B products as well as Malaysian restaurants that were promoted.
‘Publicity conducted through 7-Eleven, Malaysia Kitchen’s Chinese online platform and popular social media sites resulted in a 10% increase in patronage at the participating 7-Eleven stores,” it said.
Matrade said based on the initial promotion programme, 7-Eleven stores in Beijing, Tianjin and other cities have made repeat orders for more products.
“Prior to the in-store promotion, 7-Eleven stores in Beijing and Tianjin carried only two product lines of a Malaysian brand. Due to the success of the promotion, the management of 7-Eleven has made plans to increase the product lines of Malaysian brands to include other products such as instant noodles, dried seafood, dried tropical fruits, chocolate products, fruit juices, white coffee and Teh Tarik,” it said.
There are currently 973 stores of the 7-Eleven chain throughout China and the number is expected to surpass 1,000 stores in the next few years. The 7-Eleven stores in China are mainly concentrated in Guangzhou, Beijing, Shandong, Chengdu and Tianjin.
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