CJ Cheil Jedang targets the Coffee Market in China with METIER
CJ Cheil Jedang targets the Coffee Market in China with METIER
  • Kim Min-ji
  • 승인 2015.04.14 00:35
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With the growth of the coffee market in China, METIER, the brand of CJ CheilJedang’s coffee minor ingredients starts to target the Chinese market with its localized products. CJ CheilJedang(www.cj.co.kr) is trying to boost its brand awareness of METIER though active marketing activities like coffee exhibition and taste tour across the continent in order to reach the revenue of 100 billion KRW in global market including China and Asia up until 2017.

To this end, CJ CheilJedang participated in the 2015 CafeShow at Rex, Chinese hotel which was held for four days from March 30 to April 2 in Shanghai, operating ‘CJ CheilJedang METIER Experience Center’ and displaying Chinese-taste coffee products.

In the 2015 CafeShow, ‘CJ CheilJedang METIER Experience Center’ featured its expertise by dividing corners into signature menu, coffee bar and bakery café as befitted the brand name meaning ‘expertise showing its natural gift and skills.’ The products which METIER showed 60 types of various products include 40 flavors and 20 powders/sauces that CJ CheilJedang self-developed. They are not the same as the Korean ingredients which are supplied to large domestic franchises like Twosome Place.

In regard to scented syrup, the sweet flavor was lessened in consideration that the Chinese have enjoyed tea for long time. On top of that, the Chinese use sterilized milk when making coffee beverage while Koreans use refrigerated one, so CJ CheilJedang took into account this difference to adjust the formulation to capture the Chinese taste. CJ CheilJedang also gave consideration to the Chinese alcohol culture in favor of stiff drinks.

CJ CheilJedang actively pushes ahead with the sales of METIER with fast-growing regions as the center after running the CafeShow. In particular, it has a plan to hold coffee fairs in various regions including Southeast China with a large market where the locals consume beverages more than other regions as well as North China and the inland with less fruit production, in order to improve the brand awareness and maximize the revenue of METIER.

“METIER is a Korean premium brand of coffee minor ingredients which CJ CheilJedang self-developed. It has a lineup of 60 different products, so many Chinese companies suggest business partnership to us,” said Sung Kyung-ah, METIER brand manager at CJ CheilJedang, “We will make METIER a global brand based on the Chinese product lineup, which was adapted to the Chinese taste and the market expansion to the Southeast Asian region with high potential of growth.”


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