A new online commercial pork site opened this week and operated by China’s business-to-consumer market leader, TMall.com, is promising nationwide delivery of eight U.S. pork items within 24-48 hours at discounts ranging up to 60% during a site-opening seven-day sale.
The new e-commerce platform attracted more than 400,000 viewers within the first few hours of operation, and a USMEF-organized promotion to win a sample of American pork drew more than 2,000 applications in the first hour. Support for the promotion is being provided through the Pork Checkoff.
The U.S. pork items, ranging from pre-cut bone-in pork butt steak to pork belly, are being offered to Chinese consumers nationwide. The products are sourced from three U.S. processors and are being sold through three specialized distributors who can deliver the frozen ready-to-cook items nationwide in under 48 hours.
The site provides a range of information on U.S. pork and the available products. A link allows shoppers to view a video on U.S. pork production, while other specific information about the brands and the distributors selling the products provide assurances and a “ten-fold money back guarantee” regarding the U.S. source of the products.
Three guest chefs, including Hong Kong celebrity gourmet Chef Hugo (Liang Wen Tao) and the chef to the U.S. ambassador to China, provided recipes, photos and instructional videos for the promotion.
“Online commerce is growing in China at a phenomenal rate,” said Joel Haggard, USMEF senior vice president for the Asia-Pacific region. “Food is still a small portion of total online sales, but consumers are becoming more accepting of receiving courier packages of food, including frozen perishables like meat.”
U.S. pork has been available online in China prior to this activity, but the dedicated sales platform represents a new breakthrough in online visibility, Haggard said. Online shoppers are looking for the latest brands, and are interested in the story behind the products, so the partnership with TMall will also help USMEF educate Chinese consumers about the attributes of U.S. pork.