AméricaEconomía is Latin America’s leading business magazine with region-wide monthly publication and regularly updated online articles. It has significant impact among executive decision makers in the region with editorial offices in Sao Paulo, Santiago, Buenos Aires, Columbia, Mexico City, and Miami.

In the December issue of AméricaEconomía, Vladimir Djurovic, President of Labbrand, was interviewed regarding the overall branding practices within the Chinese food industry and the largest bakery company in the world, Grupo Bimbo. Mr. Djurovic commented on the current branding strategy of Bimbo in China and provided examples of the difficulties foreign companies usually face when they enter the Chinese market.
According to the article, Bimbo is positioned as a family-oriented product in China. Mr. Djurovic believes that “this path is the hardest one, because they are not reaching out to the youth, the population that is most motivated in showing its connection and familiarity with the Western world and the consumption of foreign foods. When these youth grow older and have a family, it will be easier to extend the ideas at other levels.”

Click HERE for the article in Spanish