Danish Crown signs deal with Alibaba Win-Chain

By Aidan Fortune contact

- Last updated on GMT

Danish Crown signs Alibaba Win-Chain deal
Pork processor Danish Crown and Alibaba’s Win-Chain wholesaler have signed a €300m agreement for weekly deliveries of 250 tonnes of Danish pork from Danish Crown’s new factory in China for five years.

Danish Crown has been working with the Alibaba Group since the two companies signed an agreement in August 2017 on the sales and marketing of Danish Crown products on Alibaba’s Tmall retail platform.  

This partnership will be extended to embrace a far wider range of products, which will all be processed and packed at the Danish Crown factory in Pinghu, outside Shanghai.

Jais Valeur, Danish Crown group CEO, said: “It is fantastic for Danish Crown to land such a big contract with Win-Chain and the Alibaba Group. At one fell swoop, our products will be made available on Win-Chain’s digital platforms and also in the Alibaba-owned supermarket chains throughout the Shanghai region.”

Valeur added: “Danish Crown has successfully exported pork to China for a number of years, but until now, customers have mostly been Chinese distributors and processing companies. However, consumption patterns in China are changing rapidly, and getting closer to the Chinese consumer is one of the cornerstones of Danish Crown’s strategy.

“The Chinese market is evolving very rapidly at the moment, and there are actually three things happening all at once. First, e-commerce is exploding, with consumers buying the products they want online and having them delivered to their front door only a few hours later. In my view, Shanghai now has the world’s most advanced market for e-commerce. Next, instead of buying fresh meat at the so-called ‘wet markets’, consumers have started purchasing retail-packed products in the supermarkets, in exactly the same way that we shop in Denmark. Finally, a growing number of Chinese are eating out, similar to the trend we are seeing in the US and Europe. We are now moving further up in the value chain in China, and I see significant potential in this.”

Richard Wang, managing director of fresh meat in Win-Chain, said: “Danish produce enjoys an excellent reputation and Danish Crown products already have a large and loyal customer base in China. Danish Crown’s integrated farm-to-fork production ensures produce of a uniformly high quality, and Chinese consumers are also attracted by the strong focus on innovation and sustainability. We look forward to working closely together to bring quality Danish meat products to the over 600 million annual active consumers on Alibaba’s platforms.”

Earlier this year, Danish Crown began construction for the group’s first processing facility in China. The 17,000m2​ new facility will be sited less than 100 km from Shanghai. It has been designed to produce 14,000 tonnes of processed products a year, primarily for the Shanghai market, but also for the rest of the Chinese population, which currently stands at almost 1.4 billion people.

Related topics: Products, Denmark, China

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