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I

Localization is

about the balance.

It is also critical

to make the

locals approach
Apart from adjusting the product itself,
Creamistry has also made changes to all the products by
kinds of strategies from their delivery system
to promotion methods. “From packaging and themselves.
promotion to the overall brand image, we
need to combine and adjust all different
kinds of tools to approach and make more
people accept us.” Lu emphasized.
For example, packaging and delivery is
a totally new area for Creamistry. As in the
US, most people won’t order ice cream de-
livery, instead, they will go to a shop to
quickly pick an ice cream. While in China,
thanks to the rapid development of food
delivery services, people are used to ordering
food online and have it at their table in about
30 minutes. To satisfy the market need,
Creamistry started its first-ever ice cream
delivery service and their online shop. “We
have to experiment on a lot of new things,
such as the design of insulation bag as well
as the amount of dry ice to ensure the ice
Lu told us “We insist on importing the cream will not melt in customer’s hands once
milk from California as it is one of the high- they open their order. All this is something
est-quality milk sources in the world: from the we rarely faced in our business in the US,
high-quality pasture and the high standard of but we pay attention to the market needs to
transportation, to the protein in the product make our improvements.”
itself - they are the basis of our adherence.” As for the promotion, Creamistry has
Nevertheless, this high-quality milk also also made some major changes. In fact,
has a weakness. Ice cream made from it has a Creamistry is one of the most popular ice
relatively mellow and thick flavor which most cream brands on Instagram with over 87
Chinese people are not used to. To make the thousand followers and 56,000 and more
ice cream more welcomed by the Chinese hashtags. Instagram is probably the main
consumers, the brand has to re-develop their promotion channel for Creamistry overseas.
ice cream base to make it less sweet and thick. Nevertheless, Instagram, unfortunately, is
As we all know, the ice cream base is all about not available in China and this has cut the
the balance among sugars, fats and other in- brand’s advantage. To better reach the Chi-
gredients. Therefore, a small change will make nese customer Creamistry has quickly ad-
a difference in the ice cream texture. It took justed their promotion strategy in China
Creamistry development team more than a through short videos that are put on Tik-Tok
year to create a perfect high-quality milk base and Bilibili, one of the most popular social
for the Chinese consumers. media promotion platforms.

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