In China, its combined social media and e-commerce offering now has 60 million active viewers and 3.5 million paying customers.
The traditional way to build a food business, through product innovation linked to prevailing trends, offering reliable service and convincing smaller retailers and then ultimately supermarket buyers to stock your brand, is still alive and well.
But increasingly we are living in an age whereby there are other routes to market and product launches on the back of being what in modern parlance is referred to as an influencer is one of them.
This was highlighted to great effect in an interview Just Food did with DayDayCook founder and CEO Norma Chu.
A former head of research at HSBC Private Bank in Hong Kong, back in 2012 she built on her passion for Hong Kong and Cantonese home cooking by creating a culinary-focused content platform featuring quick-preparation meal solutions.
To say it took off would be something of an understatement. Following DayDayCook’s roll out in China, it started to add third party product sales to its recipe advice and home cooking demonstrations before deciding to launch its own product range.
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