(Source: https://pltfrm.com.cn)
Introduction
China’s online food delivery market has grown into a multi-billion-dollar powerhouse, with platforms like Meituan and Ele.me handling over 50 million daily orders and reaching even third- and fourth-tier cities. For overseas food & beverage brands, this represents a direct path to millions of young, urban consumers who order meals multiple times per week. This article outlines proven entry strategies that combine platform selection, localization, and operational excellence to achieve rapid visibility and sales.
- Selecting the Right Delivery Platforms for Launch
1.1 Meituan – The Market Leader Dominant Reach: Meituan controls over 60% market share with hyper-local delivery networks and integrated lifestyle services. Entry Advantage: Overseas brands can list through Meituan’s dedicated imported food section or partner with premium chain stores already on the platform. Growth Potential: Access to real-time data dashboards helps optimize menus and promotions during peak hours.
1.2 Ele.me (Star Market & Freshippo Integration) Alibaba Ecosystem Synergy: Backed by Alibaba, Ele.me excels in 30-minute delivery and ties directly into Freshippo supermarkets for fresh imported ingredients. Strategy: Launch exclusive imported product lines visible to high-income users searching for “imported snacks” or “overseas desserts”. Benefit: Seamless payment via Alipay and strong visibility during Alibaba’s major shopping festivals.
- Menu Localization and Consumer Preference Adaptation
2.1 Taste and Packaging Adjustments Cultural Flavor Mapping: Conduct blind tests to balance authentic taste with local preferences (e.g., reducing spiciness or adding milk-tea pairings). Portion & Presentation: Offer single-serve or shareable sizes with visually appealing, Instagram-worthy packaging that photographs well on Xiaohongshu. Result: Localized items routinely achieve 3–5× higher reorder rates than unchanged imported versions.
2.2 Seasonal and Festival Tie-Ins Limited-Edition Launches: Create themed items for Chinese holidays—moon cakes with overseas fillings for Mid-Autumn or imported craft beer gift sets for Spring Festival. Promotion Timing: Align launches with platform subsidy periods to maximize exposure at minimal cost. Impact: Festival campaigns often deliver 10× normal daily sales.
- Marketing and Traffic Acquisition Strategies
3.1 Platform Subsidy Leverage New Merchant Incentives: Both Meituan and Ele.me offer heavy subsidies (up to 100% commission waivers) for verified overseas brands during the first 3–6 months. Coupon Stacking: Combine platform vouchers with brand-exclusive discounts to lower the effective price barrier. ROI Boost: Many brands achieve positive unit economics within the first quarter through this method.
3.2 KOL and Live-Streaming Integration Unboxing & Taste-Test Collaborations: Partner with mid-tier food KOLs on Douyin and Xiaohongshu for authentic review content that drives direct orders. Live Delivery Events: Host real-time tasting sessions where viewers can order the exact item being reviewed. Outcome: Campaigns regularly generate 50,000+ orders in a single session.
- Supply Chain and Fulfillment Excellence
4.1 Central Kitchen & Cold-Chain Partnerships Bonded Warehouse Utilization: Import ingredients in bulk to bonded zones, then distribute to partnered central kitchens for final preparation. Quality Consistency: Work with certified local manufacturers who meet both home-country and Chinese food safety standards. Efficiency Gain: Reduces delivery times to under 40 minutes while maintaining authentic quality.
4.2 Real-Time Inventory Synchronization System Integration: Connect ERP directly to platform APIs to prevent overselling and enable dynamic menu disabling. Demand Forecasting: Use platform sales data to predict peak periods and pre-position stock accordingly. Customer Satisfaction: Accurate availability dramatically lowers cancellation rates and negative reviews.
- Case Study: How an Italian Gelato Brand Achieved Top Rankings in 9 Months
A premium Italian gelato brand entered via Meituan and Ele.me by partnering with high-end central kitchens in Shanghai and Beijing. They localized flavors (matcha-red bean, yuzu-sorbet) while keeping authentic Italian recipes and launched during summer with heavy platform subsidies. Douyin KOL taste-test videos went viral, combined with exclusive festival gift boxes sold through Freshippo. Within nine months they ranked top-3 in the imported dessert category across both platforms and expanded to 20+ cities with consistent 300% month-on-month growth in the first half-year.
Conclusion
Entering China’s online food delivery market demands precise platform choice, deep menu localization, aggressive yet smart marketing, and bulletproof operations. Overseas brands that execute these steps with experienced local partners can move from zero to category leader in under a year.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with overseas brands for many years, helping them achieve deep localization and significant market penetration through tailored strategies on multiple platforms. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
