Godiva marks 5th anniversary in China with new flagship store

By Tang Zhihao | China Daily | Updated: 2015-06-23 07:37

Belgium premium chocolate brand Godiva launched its new flagship store on June 8 in the Xintiandi shopping district of Shanghai.

The two-story store is an upgrade of the company's previous Xintiandi flagship store and is its biggest flagship store in China. The upgraded store will give consumers opportunities to choose from assorted chocolate creations and provide the full Godiva experience.

"The new store opening marks Godiva's fifth anniversary in China, and we will continue to expand in China," said Andy Farrow, managing director of Godiva China and the Pacific Rim.

Godiva established its presence in China in 2009 with a store in the Grand Gateway office complex in Shanghai. It currently has 53 stores in 16 Chinese cities including Shanghai, Beijing and Guangzhou.

Farrow said Godiva will continue to invest in China, bringing the Belgium chocolate culture to other tier cities. It also has stores in Chongqing, Ningbo and Chengdu.

"We have plans to expand in China as we believe the market is ready. We've opened seven stores this year. I hope there will be 100 stores very soon," he said.

Positioned as a luxury chocolate brand and acclaimed as the "Rolls-Royce of the chocolate world", Godiva believes in innovation, not only delivering premium chocolate with craftmanship and heritage. It is committed to bringing the chocolate experience through a wide variety of product offer that caters either for personal enjoyment or for a special moments like Valentine's Day and birthday gifting.

"Our chocolates are manufactured in Belgium and have to come all the way here, from our assorted chocolate collections to self-treat products, which are all in line with Godiva's craftsmanship and product innovation," he said. "Chinese consumers know this is a high-quality imported product and that we are offering a fair price."

Godiva is also developing new products to cater to special occasions. During the Mid-Autumn Festival, for instance, it produces chocolate mooncakes.

It has also invited a chefchocolatier from Belgium with more than 25 years of experience in Asia to develop new tastes for Chinese consumers.

Farrow said a testing center will be established in Shanghai in July to develop new products for the global market. Currently, many popular Godiva products are developed in Japan, too. "It is important to have something here. My target for China is that we become famous for our innovation that we can share globally."

The company said consumption in the Chinese chocolate market is falling far behind the global average, with Chinese consuming 40 to 70 grams of chocolate annually per capita. In Japan and South Korea, 2 kilograms are consumed annually per capita; in the United States, 6 kg; and in Switzerland, 12 kg, the highest in the world.

"That suggests there is huge potential for us, With more stores being opened in China, consumers are gradually getting to know how to taste premium chocolate. And Godiva is very willing to share the quality of life in the Chinese market." said Farrow.

tangzhihao@chinadaily.com.cn