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Fonterra sets up pop-up store in Shanghai mall

Fonterra vice president China brands, Chester Cao; Fonterra president Greater China, Christina Zhu; and actor, Tong Dawei, at the launch of Fonterra’s interactive pop-up store in Shanghai’s Super Brand Mall.

Fonterra has launched its first Anchor milk pop-up store at Super Brand Mall in Shanghai.

The mall attracts more than 20m shoppers per year and has 250,000 square metres of retail space.

The full Anchor China range of UHT milks, milk powders, cheese and butter is on display at the store, where shoppers can also craft their own recipes, view videos of New Zealand farms and play interactive games.

Christina Zhu, president Fonterra Greater China, said Chinese consumers are currently much more brand conscious and brand loyal than previous generations, so finding ways to create connections to the brand is a key part of Fonterra’s brand-building strategy for Anchor in the country.

Vice president China brands Chester Cao said brands in China need to integrate their online and offline presence to reach consumers in the digital age.

“Our pop-up store is recognition of that need to integrate,” Cao said.

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