Freshippo's private-label products have recently debuted at 99 Ranch Market, the largest Chinese supermarket chain in the United States, and Yamibuy, the largest online retailer of Asian goods and groceries in North America.
Chinese delicacies, including snacks such as cranberry hawthorn strips and sea salt toffee, condiments including mixed seasoning bags and culinary sauces, and staple foods like sliced noodles and Longkou vermicelli, have been among the best-selling products.
The launch marked an industry milestone as this was the first time a domestic Chinese supermarket had initiated the large-scale export of their self-branded products overseas.
Demonstrating strong product and supply chain capabilities, Freshippo's private-label products, such as Freshippo Daily Fresh, Freshippo Kitchen, and Difresco, have been widely favoured by consumers since its introduction in 2017.
In 2022, Freshippo's private-label brands ranked first among Chinese retailers with a 41 percent proactive mention rate and 93 percent brand awareness.
Dietary differences have been a significant challenge for Chinese people living abroad, and data showed that food was a major category in cross-border online shopping.
Before the launch, the International Business Team at Freshippo conducted offline research in Chinese supermarkets in the US and Australia. The research revealed that traditional Chinese families preferred authentic Chinese flavours and ingredients for their home cooking needs.
In contrast, younger Chinese residents were more interested in snacks and instant foods, particularly those famous online.
"We also found that the seasonings sold in Chinese supermarkets in the US and Australia are mostly single-ingredient, whereas Freshippo's compound seasonings can help Chinese people living overseas more easily prepare complex Chinese dishes," said Yanni XU, Export Manager of International Business at Freshippo.
In the first week of its launch on Yamibuy, Freshippo's private-label products quickly rose to the top of the new product rankings on both the East and West Coasts of the US. Freshippo plans to launch its private-label products in Australia, Singapore, South Korea, and other countries this year.
