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Shanghai M&M’s World ‘the next stage’ for Chinese brand building, says Mars

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By Oliver Nieburg+

18-Aug-2014
Last updated on 18-Aug-2014 at 16:12 GMT

Shanghai store is Mars' fifth flagship M&M's World globally and the first in Asia
Shanghai store is Mars' fifth flagship M&M's World globally and the first in Asia

Mars has opened an M&M’s retail store in Shanghai, which it hopes will lift brand loyalty in China.

The company’s first M&M’s World in Asia opened earlier this month on East Nanjing Road in Shanghai.

The 1,600-square-meter store spans two floors and offers M&M’s candies and merchandise. It is Mars’ fifth M&M’S World flagship store, joining other locations in New York, Orlando, Las Vegas and Leicester Square London,

“M&M'S World gives people the opportunity to connect with the M&M's brand in a personal way,” a Mars spokesperson told this site. “M&M's World Shanghai is the next stage in building the brand in China.”  

Mars led the Chinese chocolate confectionery market ahead of nearest rivals Nestle and Ferrero last year with a 40% value share, according to Euromonitor International figures.

The three confectioners hold a combined 70% share of the market, but Hershey recently upped its game in the emerging market by acquiring the Golden Monkey Food Company.

Mondelēz holds only a small percentage of Chinese chocolate market and has identified China as a “next Wave” market rather than one of its three chocolate priority markets - India, Brazil and Russia

Mars’ other Chinese chocolate products include Dove, Snickers , and Cuixiangmi.

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