Chinese processor Xinhai aims for China’s middle class with new "concept store’"

Published on
June 19, 2017

A well-known seafood processor in southeast China has teamed up with an investment company to reach out directly to the country’s middle class with the opening of a large new “concept store” selling seafood.

The Xinhai Group, a seafood firm in the coastal city of Yantai, has opened a large mall outlet that combines seafood sales with restaurants and a leisure area in the commercial-focused Laishan district of the city. Xinhai, which processes for export and local markets, opened the store in a partnership with Yantai Bao Li Retail Investment and Management Co. 

The new store will feature brands under the Xinhai banner, such as mu di dao – packaged dried scallops and shrimp – at low and high price-points, explained Rao Yong Tao, general manager of the Xinhai Group. The store will also sell imported seafood, he said.

Contributing Editor reporting from Beijing, China

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