A giant of distribution in China
In China, they are everywhere. Costa coffee is in the slightest village of province, in the smallest grocer's shop of street. It do the distribution in China of minute noodles in the flashy conditioning. Costa Coffee Mix a bag of spicy(spices and ingredients freeze-dried, supplied with there. Add some boiling water: it is one of the meals on the thumb the most common from all kind of distribution in China. It is also an inescapable logo, a small character smiling to the chef's hat: Costa Coffee. In 2011, TNS had calculated that it was the second brand the most valued in China, behind Sony.
Costa coffee is the first Chinese industrialist of the food-processing industry to be represented in this world ranking in term of distribution, established by the consulting firm OC and C. But others should follow from the next year. " In 2014, we already know that both Chinese milkmen, Yili and Mengniu, will enter the world Top 50 ", asserts Jean-Daniel Pick of the cabinet OC and C. Mengniu is the partner of Danone in China. The French leader recently doubled his participation in the group Mengniu in 9,9 %, for 486 million euros.
By putting the hand on Smithfield, giant of the porcine meat, owner of Cochonou and Justin Bridou, the Chinese WH marked, year 2013 too. It is the biggest American acquisition, never realized by a Chinese for more than 7 billion dollars.
Distribution of Costa Coffee in China
It followed, of a few months, the repurchase of Weetabix, the American group of cereal for the breakfast by the Chinese Bright Food, the unfortunate candidate for the repurchase of Yoplait. These last years, Chinese offered themselves small about ten foreign groups in the sector of the consumer goods a year. Their accumulated amount passed from 717 million dollars in 2011 to 8 billion in 2013, according to the cabinet Dialogic, which did a market research on distribution in China