The IPCVA's strategy to position Argentine beef in the world's largest market
The strategy combines commercial promotion, marketing and advertising activities, institutional presence, and strategic agreements aimed at strengthening the positioning of the "Argentine Beef" brand in one of the most competitive and dynamic markets on the planet.
One of the pillars of this strategy is the permanent participation in the main food fairs in China, especially the Sial China in Shanghai and the China International Import Expo (CIIE), where the IPCVA develops large institutional pavilions together with exporting meatpacking plants.
The positioning effort also extends to the Chinese consumer through advertising and digital marketing campaigns that seek to associate Argentine beef with attributes such as quality, traceability and premium production.
Furthermore, the IPCVA made progress in strategic agreements with e-commerce giants, such as JD.COM, one of China's leading e-commerce platforms, to expand the product's reach into the Asian country's domestic market.
The strategy also includes actions with influencers, chefs and local gastronomic leaders, training seminars, business rounds and coordinated work with Argentine government authorities to expand export authorizations and protocols.
In turn, the Institute carries out business intelligence tasks and monitors consumer trends to adapt the export offer to the preferences of the Chinese market and compete with other major international players, such as Brazil, Australia and the United States.
In that scenario, the promotion of differentiating attributes - such as the genetics, breeding and sanitary standards of Argentina - appears as one of the main tools to continue gaining ground in the Asian giant.
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