In an effort to expand its share of the domestic market, China’s tilapia leader, Baiyang Industrial Investment Group, has been shopping its ‘Qiao Yu Jia’ (which roughly translates as ‘pretty fish’) range of packaged seafood snacks to the body representing China’s expanding convenience store sector.
A delegation from the China Chain Store & Franchise Association (CCFA) recently visited Baiyang headquarters and professed themselves “very impressed” and “all expressed a wish to follow up” after a tasting of Qiao Yu Jia-branded products as well as fish sauces produced by Baiyang. That’s according to a statement from Baiyang, which has long stated its goal of diversifying from a reliance on exports of tilapia.
The CCFA represents 10,000 members with more than 300,000 stores across China – among them 7-11 and Quik, two giants in China where urbanization and higher incomes have created demand for convenience-style meals and snacks. Pre-cooked take-away meals are a major source of revenue for 7-11 outlets in China,which tend to be located in major commercial and urban residential centers. Ready-to-eat cod and tilapia are both served at 7-11 locations in Beijing and microwaveable seafood meals are also sold out of the stores’ freezers.
