In recent years, as the globalization of the food industry accelerates, pre-prepared dishes are not only flourishing in the domestic market but also rapidly expanding overseas. However, to successfully introduce pre-prepared dishes into international markets, companies face unique challenges. In this article, we will explore innovative strategies for the overseas expansion of pre-prepared dishes and offer forward-thinking ideas for the journey.

1. Market Research and Localization: Tailoring to Local Preferences

A successful overseas expansion of pre-prepared dishes relies on in-depth research of the target market. Consumers in different countries and regions have specific preferences in terms of ingredients, taste, and cultural context. For example, Southeast Asian consumers may prefer spicier flavors, so modifying pre-prepared dishes to suit their taste preferences can help in product adaptation.

2. Crafting a Brand Story with Cultural Depth

Expanding pre-prepared dishes overseas is not merely about product exports; it’s a cultural exchange. By infusing the brand with stories and cultural depth, overseas consumers can emotionally connect with the product. For instance, Cantonese cuisine, as a core part of Chinese culinary culture, holds a rich history and cultural essence that can be emphasized as a marketing focal point. This approach allows consumers to understand and appreciate the product’s cultural roots and become more open to trying it.

3. Online and Offline Channel Integration: Building an Omnichannel Strategy

The overseas expansion of pre-prepared dishes requires a cohesive omnichannel strategy. Online channels, such as social media and short video platforms, can increase brand exposure, while offline partnerships with local supermarket chains and restaurant supply networks can help establish a foothold. In particular, collaborating with restaurants by offering semi-prepared dishes can give consumers an easy way to experience the high quality and unique taste of the products.

4. Supply Chain and Cold Chain Logistics

Reliable supply chains and efficient cold-chain logistics are crucial for the overseas success of pre-prepared dishes. Unlike traditional foods, pre-prepared dishes require strict freshness and transportation standards. Companies need to invest in comprehensive supply chain management, ensuring each step meets food safety requirements. Additionally, forming partnerships with cross-border cold-chain logistics providers ensures that products reach international markets with consistent quality and freshness.

5. Building Local Teams and Engaging in Consumer Education

When entering unfamiliar overseas markets, companies should consider establishing local teams to facilitate brand building and consumer education. Local teams can better understand the market and help the brand build trust among consumers. Consumer education is also a critical step, achievable through product demonstrations, tasting events, and online interactions to help local consumers understand and accept pre-prepared dishes as a new food option.

6. Sustainable Development and Eco-friendly Packaging

With the global rise in environmental consciousness, focusing on sustainability is essential for companies looking to expand overseas. Using biodegradable and eco-friendly packaging, as well as minimizing the carbon footprint, can enhance the brand’s image and align with international market standards. This green strategy attracts eco-conscious consumers, building a positive corporate image and offering long-term competitive advantages.