ITALIAN CHOCOLATE THAT LIKE TO CHINESE : FERRERO
Two hundred and forty million euro out of a total turnover of the Group of 8 billion. These numbers Ferrero in China is the producer of Tic Tac , Nutella and Kinder therefore has potential in the vast Chinese market. ” In China, we have three pillars ,” says the group’s worldwide vice president and president of Italian company Ferrero SpA Francesco Paolo Fulci , former ambassador and diplomat also at the United Nations . “The first is Ferrero Rocher , the second and third Kinder Chocolate Kinder Joy . In particular Rocher , a symbol of confectionery Italian and international icon for a prestigious gift . A product that the Chinese love it for its golden wrapping , synonymous with wealth , and for the spherical shape that is auspicious. In Mandarin the name Ferrero Rocher refers to ” golden sand ” . ”
Even Kinder chocolate is enjoying great success , “because it is a product designed specifically for children ,” continues Fulci . “Success depends not only on chocolate milk but it is made of one-third of the product .” The third point concerns the Kinder Joy , known in Italy as Kinder Merendero , the product which on one side has a double cream and milk with hazelnuts and cocoa, and the other half in surprise.
It was not always a bed of roses for the Piedmont group in China. “Especially in the beginning there have been difficulties ,” continued the president of Italian company Ferrero SpA . “The Ferrero Rocher was copied hands down but finally for the first time , in 2006 and 2008, two Chinese Courts of Appeal were right in accusing the Ferrero company that had copied the product , Montresor .” The Supreme Court in Beijing in 2008 upheld the judgment of second instance in which Montresor was ordered to pay a symbolic compensation of EUR 50 thousand and change the package , equal to that of Ferrero Rocher chocolates in which , however, had a taste totally different .
China has now become the number one market for the sale of Ferrero Rocher , thanks to its logistics system and distribution model , 80 distributors, which allows you to have a strong presence in a vast market . “Because our quality ,” explains the ambassador , “must always be very high , we do not discount this either compromises . The Ferrero group sacrificed on the altar of quality any economy . ”
China for the group remains one of the most important markets and its ambition is to meet a growing number of clients , continuing to expand the supply dedicated to the Chinese consumer . The first goal is indeed to make debut in China other products, including the Kinder Bueno .
But not enough. The company’s Dawn, the fourth in the world in products made of chocolate behind Nestlé , plans to build a factory in China . Ambassador Fulci explains that go on the market with leaden feet with the goal of providing more fresh products , increase penetration in the provinces that still do not reach and build a relationship of trust with Chinese consumers.