China remains one of the most dynamic retail markets in the world and offers great opportunities for U.S. food exporters. Exporters should be aware of several new trends that are changing China’s retail landscape. Imported food consumption growth is shifting from China’s major coastal metropolitan areas (e.g., Shanghai and Beijing) to the dozens of Second-and-Third Tier cities throughout China. China is experimenting with new retail models, such as 24-hour unstaffed convenience stores and expanded mobile payment platforms. E-commerce sales continue to grow, but major e-commerce retailers are competing for shrinking numbers of new consumers. 

China: Retail Foods