Stocking Up On Groceries Not a Popular Option for Chinese Youth

Visiting mega-supermarkets or buying fresh veggies and produce from wet markets is oft becoming a thing of the past for many young Chinese.

Visiting mega-supermarkets or buying fresh veggies and produce from wet markets is oft becoming a thing of the past for many young Chinese.

According to Leon Ni, a 23 year old Shanghai resident, food shopping amongst Chinese youth is essentially dead.

“We order take-out on workdays, or buy food from convenient stores on workdays. On weekends, we gather with friends and go to various restaurants to enjoy ourselves.”

Organic online grocer, Cai Guan Jia is hoping to capitalize on the death of Chinese youth grocery shopping by introducing, convenient, healthy, and ready to deliver groceries. It offers 66 kinds of vegetables, 50+ kinds of meat, and 20 kinds of seafood.

However after attending the Taobao University of Online Shopping in China, we’ve learned one rule to live by: low prices are crucial. So if Cai Guan Jia can combine its unique business model with low prices and high online visibility, they have a solid chance to succeed with the Chinese youth market.

[Photo by Carolyn Chan/thechannelc]

enoVate is an insights and design firm based in shanghai. we publish daily insights and develop creative solutions for China’s youth market. visit enoVate’s website for more information.

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