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Subscribe China Focus: Yeyo s Tmall launch, Chinese dietary spending trends, local cultivated meat developments and more feature in our round-up By Pearly Neo China s first coconut yoghurt brand Yeyo s Tmall launch, Chinese dietary spending trends, local cultivated meat developments and more feature in this edition of China Focus. China’s first plant-based coconut yoghurt brand Yeyo has highlighted the importance of novelty, premiumisation and brand building in capturing the holy grail of middle-class consumers in the country after successfully launching its first flagship store on Tmall. According to Christiana Zhu, Co-Founder and CEO of the firm behind Yeyo which is Marvelous Foods, the Tmall flagship store is particularly important as it is a key opportunity for brand building, which is crucial when it comes to capturing the attention of rising middle class consumers. ....
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