Qidong nori exporters now target domestic consumers. [Photo/ntfabu.com]

Exporters of roasted and seasoned seaweed products in Qidong, Nantong of Jiangsu province have started to focus on their home market amid a COVID-induced economic slump, having already achieved a rapid growth in domestic sales.

Qidong is one of the earliest and most important production areas in China for growing and processing edible red algae (Porphyra yezoensis). It has more than 50 related processing enterprises and the total annual output they yield accounts for more than 15 percent of the national market. Nutritious and tasty, these products are quite popular in overseas markets.

However, the current global challenges drove the suppliers to shift focus from export to domestic consumption. With the support of customs and other departments, they adjusted their marketing strategy in a timely manner, planned new workshops, improved such system control resources as process hazard analysis technology, and passed ISO22000 system certification. Their competitiveness and market influence therefore grew stronger and stronger.

According to statistics, from January to November last year, five new seaweed export companies in Qidong started utilizing their capacity to cater to domestic demand. Sales of their crispy nori snack sesame seaweed sandwiches reached more than 40 million yuan ($6.18 million), a year-on-year increase of nearly 40 percent.

Nantong Dingbur Seaweed Food Co Ltd is taking the lead in the transformation by seeking further cooperation with trade fairs, expanding supply channels for baby stores and supermarkets, and promoting products using the influence of internet celebrities. Online and offline marketing was done at the same time to create brand awareness and reach targeted customers.