Seattle-based supplier Trident Seafoods has kicked off its first retail marketing and branding initiative in China, the company announced on 8 February.
Coinciding with the Chinese New Year, the company intends to launch a Chinese version of its corporate site to accompany the campaign and to communicate with its Chinese costumers directly by way of online social platforms such as WeChat.
Promotions sponsored by Trident are to be featured on two leading e-commerce channels in China: YiGuo.com and YouPin Food. Through its newfound partnership with YiGuo.com, Trident plans to sell its wild Alaska king crab directly to customers in China; the company has already supplied 1,000 whole, wild Alaska king crabs in red and gold packages as part of the marketing push. Moreover, the supplier will be selling its wild Alaska sockeye salmon portions and wild Alaska smoked salmon online to Chinese customers, too.
Chinese consumers will be able to use YiGuo's mobile app and Alibaba’s Tmall online super market to purchase Trident products.
A fleet of branded trucks, which boast images of Alaska crabbers, have been dispatched to deliver Trident’s products throughout the Chinese New Year.
