作者：foodinc

After an unusual year in 2020, General Mills, which owns famous brands such as Wanchai Ferry and Haagen-Dazs, recently released a new global growth strategy. In this latest "graph” of growth, not only China is listed as one of the eight core markets of its global strategy with priority investment, but also Wan Chai Ferry is listed as one of the local star brands with great growth potential. James Qiu (Qiu Zhaoxiang), CEO of General Mills China, revealed that this year's priorities include strengthening brand building, focusing on the growth of new channels such as catering and e-commerce, accelerating digital transformation, and expanding brands in offline cities. He said that the company hopes to seize the development opportunity of the home scene and further consolidate the position of Wan Chai Ferry in the industry. "Following the 40%-50% increase (in the quick-frozen food market) during outbreak of epidemic, we have seen a large percentage increase in the penetration rate." For its other core brand Haagen-Dazs, General Mills intends to strengthen its image of "modernization" and "rejuvenation".

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