12 Jul 2013 11:19

KUALA LUMPUR, July 10 (Bernama) -- Based on the latest food and beverages (F&B) promotion in China's 7-Eleven outlets, the neighbourhood convenience stores have increased the product lines from Malaysia to 10 from two.

The collaboration was also derived from a successful outcome of the international buying mission programme during the Malaysia International Halal Showcase 2013 (Mihas), the Malaysia External Trade Development Corporation (Matrade) said in a statement today.

It said the products that have been ordered include cookies, snacks, coffee, pudding, fruit juice, chocolate and durian ice cream.

Held from April 8-22 this year, the 7-Eleven Malaysia Week In-Store promotion involved 32 product lines from 10 Malaysian brands.

Matrade also leveraged on the activity to promote patronage of Malaysian restaurants in China under the Malaysia Kitchen programme.

"The 200 stores strategically located near office premises, medium and high-end residential areas as well as universities and colleges, receive an average of 250,000 customers daily.

"This provides an effective exposure for Malaysian F&B products as well as Malaysian restaurants being promoted," it said.

Publicity conducted through 7-Eleven and Malaysia Kitchen's Chinese online platform and popular social media, resulted in a 10 per cent increase in patronage at the participating stores.

Currently, there are 973 stores of the 7-Eleven chain throughout China, and the number is expected to surpass 1,000 in the next few years.

The stores in China are mainly concentrated in Guangzhou, Beijing, Shandong, Chengdu and Tianjin.