Taishan-based food company sees overseas growth via market adaptation

Xinli Food (Truly Food), a company based in Taishan, southern China's Guangdong province, is leveraging cultural adaptation, data analysis, and other strategies to expand its presence in international markets. 

Automated production line at Xinli Food's manufacturing facility [Photo provided to China.org.cn]

Specializing in sauces and canned foods for both Chinese and Western cuisine, the company is introducing traditional Taishan products such as shrimp paste to consumers overseas.

By using big data to analyze market trends and consumer preferences, the company has accelerated product development and improved marketing outcomes. The company has also established teams to monitor international policy changes, ensuring compliance and reducing business risks. A multi-platform content strategy has enhanced its brand visibility and customer engagement abroad. Currently, overseas sales account for 30% of Xinli's total revenue.

Shrimp paste produced by Xinli Food [Photo provided to China.org.cn]

"In different regions, consumer habits and preferences vary significantly," said Huang Xiuci, manager at Xinli Food. "For markets like Southeast Asia, we have localized product packaging to suit local usage habits, and promoted them through both online content and in-store tasting sessions."

Based on consumer feedback, Xinli has shifted from a passive sales approach to a model that incorporates market input into product design. Looking ahead, the company plans to further expand into South America and emerging markets within the Regional Comprehensive Economic Partnership (RCEP) by making use of Taishan's overseas Chinese networks.