Vertically integrated US giant Trident Seafoods is launching its first retail branding and marketing initiative in China.
Timed to coincide with the grand celebration of Chinese New Year beginning Feb. 8, the company will also introduce a Chinese version of its corporate website to communicate directly with Chinese consumers via the Chinese social media platform WeChat.
The Seattle, Washington-based company, one of the largest in the US, is sponsoring promotions utilizing two Chinese e-commerce channels: YiGuo.com, which is one of the biggest online fresh food platforms in China, and YouPin Food.
The partnership with YiGuo.com allows the company to offer wild Alaska king crab directly to the Chinese consumers in a retail channel.
As part of the push, Trident will be supplying 1,000 whole, wild Alaska king crab, individually packed in dramatically decorated red and gold protective boxes.
The company will also be offering wild Alaska sockeye salmon portions and wild Alaska smoked salmon to online consumers.
A fleet of trucks, featuring an Alaska crab fisherman, a large king crab, and the Trident logo is currently delivering the special gifts through YiGuo.com in Shanghai.
“What better time could there possibly be to introduce these truly amazing, ruby-red seafood items that we harvest from the pristine waters of Alaska,” said Joe Bundrant, Trident’s CEO. “We’ve been celebrating these products for decades ourselves, and we are very proud to be able to share them now with Chinese consumers who understand their great value and incredible ‘Wow!’ factor.”
Trident’s partnership with YiGuo.com opens access to three additional online sales channels through YiGuo.com’s official website; they include YiGuo.com’s mobile app, Alibaba’s Tmall online Supermarket (Tmall Chaoshi) and YiGuo.com’s online flagship store at Tmall.com.
Throughout 2016, Trident will introduce additional products from Alaska and elsewhere, assuring Chinese consumers of a steady supply of healthy, safe and delicious seafood products under the Trident brand.