Agroexport is the Agricultural Export Center of the Ministry of Agriculture of Russia, dedicated to promoting Russian agricultural products in international markets.
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Strategy & Engagement
Agroexport
the Agricultural Export Center of the Ministry of Agriculture of Russia, engaged China Business Agency to develop a comprehensive marketing strategy for promoting Russian dairy products in China. The goal was to enhance the visibility of Russian dairy products, including milk, cheese, yogurt, whey, and milk powder, by leveraging China’s growing appetite for high-quality and healthy food imports. The collaboration involved detailed market analysis, competitive positioning, and a cross-border team from cities like Shanghai, Singapore, London, Berlin, and Moscow to craft a compelling, locally relevant approach.
The strategy included not only an in-depth study of competing countries like New Zealand, Australia, and France but also targeted communications designed to build trust around Russia’s dairy industry. By positioning Russian dairy products as nutritious and healthy, born from unique, often challenging conditions, the concept resonated with both Chinese consumers and industry stakeholders.
Impact & Growth
As a result of this initiative, Agroexport was able to outline a clear and effective market entry strategy for Russian dairy products in China, which included tailored packaging, communications channels, and targeted messages. The marketing campaign capitalized on the trends in e-commerce and direct consumer engagement, helping Russian dairy products gain recognition within the B2B and B2C sectors.
Successfully introduced Russian dairy products to Chinese consumers, securing increased market share and visibility.
AgroExport
A detailed consumer study, including focus groups in Shanghai and Guangzhou, identified regional preferences, ensuring that the campaign spoke directly to the needs and desires of Chinese consumers. Moreover, the survey results demonstrated strong potential for Russian dairy, with positive reception from both B2B buyers and the B2C public, thanks to their perception of Russian dairy as a high-quality, nutritious option.
Additionally, the campaign garnered significant interest from key Chinese media and influencers, which helped boost brand awareness and build positive sentiment toward Russian dairy products. By leveraging modern PR strategies and incorporating pandemic-related trends into the messaging, Agroexport ensured the dairy promotion was both timely and relevant, fostering long-term growth opportunities in the Chinese market.
