Research on Marketing Strategies for Refabricated Cuisine in the Chinese Market

Abstract

This paper explores the growing segment of refabricated cuisines within the Chinese food & drink industry, which is expanding rapidly due to changing consumer preferences for convenience and health. The research identifies three underlying problems that hinder the growth of refabricated cuisines, which are food safety and quality concerns, doubts about nutritional value, and a lack of variety in taste and product categories. These problems are caused by a lack of transparency in production processes, negative social media influence, and companies’ focus on cost efficiency rather than innovation. Through a detailed case description of the refabricated cuisine market and analysis of consumer behavior, the paper emphasizes the importance of solving these concerns to companies’ expansion within the market. To solve these problems, the paper suggests enhancing transparency through live-streamed production procedures and obtaining food safety certifications. It also recommends improving nutritional content, developing specific new products, and acting proactively on social media platforms to change negative consumer perceptions. Additionally, the paper suggests developing new flavors, cuisines from other regions, and seasonal products to increase the variety of product categories and maintain consumer interest. Conclusively, the paper reveals the significant potential of the refabricated cuisine market. However, companies must apply targeted strategies to build consumer trust and meet changing preferences. The paper provides valuable suggestions about how companies can take market shares and expand in the growing market by solving underlying problems, though the study is limited to the Chinese market.