‘When a Chinese family sits down to eat, it’s not one plate per person, explains Savindar Xie, marketing adviser, global operations, and Shanghai local at the NSC’s China headquarters. ‘Instead, the traditional meal is made up of sharing plates, with a bowl of rice for each person.’
Interview with Savindar Xie
NSC Marketing Adviser, Global Operations"The supermarket is a gatekeeper, sourcing good products."
NSC Marketing Adviser Global Operations
With 12 years at the NSC and as the only local hire in the team, Savindar helps bring a Chinese viewpoint to Seafood from Norway.
‘I see my role as a very important bridge to interpret the China market and to provide insights into how Chinese consumers behave,’ she says. ‘The culture is very differentfrom western countries: the way of thinking, the way people do business,the way they express themselves.’
Despite these generalisations, Savindar also stresses the impact of China’s size. ‘We can talk about Chinese culture, but location also matters – and it influences the way people consume, how they view a particular seafood product or how they define what high-end means to them.’
An example of this is how consumers in inland cities are traditionally less accustomed to seafood than those on the coast who, like Savindar, grew up on their mother’s and grandmother’s seafood recipes.
But that doesn’t mean inland cuisine is void of fish. ‘It’s important to understand that when Chinese people talk about seafood, this usually includes river fish,’ she explains. ‘So even though inland cities might not have the same traditions of seafood, river fish, prawns and crabs still part of their local diet.’
This traditional access – or lack of access – to seafood influences how consumers view certain products. But even for a Shanghai native who grew up on seafood, Savindar sees it as an expensive protein choice.
"Sashimi is perfect as the cold dish in the traditional, shared Chinese meal."
NSC Marketing Adviser Global Operations
Putting aside her NSC employee mindset (as much as is possible), what does the Chinese consumer in Savindar look for when shopping for seafood – aside from price?
‘My shopping behaviour is maybe more advanced than most but the first thing I look for is country of origin, which is usually available on higher-value products but not always on frozen seafood. I know, for example, that Norwegian salmon is good. For lobster, I know that Australia is good.’
And what about the products she shops for or the way Savindar eats seafood? ‘Salmon is definitely for raw consumption,’ she says. ‘Sashimi is perfect as the cold dish in the traditional, shared Chinese meal.’