Maeil Dairies' Adult Nutrition Food Selex Enters Chinese Market
Exclusive Flagship Store Opens on China's Largest Online Shopping Mall Tmall
[Asia Economy Reporter Lee Seon-ae] Maeil Dairies' adult nutrition specialist brand Selex announced on the 27th that it has opened an exclusive flagship store on Tmall Global, operated by Alibaba, the world's largest e-commerce company, and is entering the Chinese market.
According to the National Bureau of Statistics of China, last year China's birth rate recorded an all-time low of 10.48 per 1,000 people. On the other hand, the adult nutrition market related to sports, meal replacements, skin & beauty is known to be about 7 trillion KRW and is rapidly growing every year. In response to these changing trends in the Chinese market, Maeil Dairies is expanding its export items from the existing export strategy focused on infant nutrition to adult nutrition. In particular, it plans to target the Chinese market focusing on the Burlinghou (born in the 1980s) and Jiulinghou (born in the 1990s), who have strong preferences for overseas brands, distinct individuality, and high interest in health, fashion, and IT products.
The products sold on Tmall are all Selex adult nutrition products sold domestically. The product lineup includes two types of powdered protein health functional foods 'Maeil Core Protein,' two types of protein drinks 'Maeil Drinking Protein,' two types of cereal bars 'Maeil Milk Protein Bar,' and five types of weight control formulated foods 'Slim25.' 'Slim25' is a product aimed at Chinese consumers, a protein diet shake for adults who need weight control or are looking for a light meal replacement.
A representative from Maeil Dairies' Overseas Business Division stated, “We plan to increase market penetration of adult nutrition products through collaborations with star-level Chinese influencers and live broadcasts or social network services (SNS) in the future,” adding, “We aim to raise Selex's brand awareness, expand various sales channels, and discover new market opportunities.”
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Meanwhile, Maeil Dairies is recognized for pioneering the protein adult nutrition market by entering the adult nutrition business for the first time in Korea in 2018 and surpassing 30 billion KRW in sales within about a year after launch. Currently, it leads the market by ranking first in home shopping sales (*based on NS Home Shopping).
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