(Yicai Global) May 25 -- Ferrero, the world’s third-biggest chocolate maker, has boosted China sales by 50 percent to 60 percent with the help of e-commerce livestreaming, according to its country general manager.

Ferrero just began using video sales broadcasts this year and has found the sales channel particularly efficient, The Paper cited Mauro De Felip as saying. It is also a great way to get closer to younger consumers, an important growth segment for Ferrero, he added.

The Italian chocolatier has also teamed up with Chinese e-commerce platforms Tmall and JD.Com in a bid to better connect with younger buyers, De Felip said.
While Covid-19 has put ad dampener on sales, it has led to increased online activity in the chocolate industry, he continued, saying Ferrero has plans to invest more in its digital sales channels.

The firm also plans to ramp up spending in China with a goal of doubling sales over the next five years and expanding into other confectionary categories, he added.

Editor: James Boynton