Build on the experience of other chocolatiers

Some of the chocolatiers interviewed have made a bet on exports. Most have tried their luck in Asia,in Japan, China, Taiwan, and Qatar. Find out how they adjusted to the different foreign markets through their testimonials and experiences.

Be flexible

Adaptation to local consumers is one of the main challenges for everyone. Chocolatiers must deal with the challenge of consumers who have different habits than in Belgium. Some don’t drink alcohol (chocolates with liquor are prohibited) and others are still discovering chocolate and buy individual pralines rather than boxes. These differences have to be taken into account when developing your concept to ensure profitability. 

“Consumer habits are not the same at all.  In Asia, they are still discovering chocolate and buy two or three at a time, not boxes. You have to adjust to this demand”, says Jean-Philippe Darcis. 

Consumer habits mean both products consumed and the way they are consumed. E-commerce is omnipresent in countries like China and Japan. This factor has to be included when preparing an export plan. For Pierre Ledent, in China this means working with a marketing company.

Keeping control of production

This solution provides the benefit of maintaining control over production while avoiding the need to set up a workshop on site (which isn’t always the case when working via franchises). The workshop stays in Belgium. Everything is shipped from there, including the products sold in other countries. This approach also promotes employment in Brussels.

“I recommend signing contracts (in the case of exports) rather than opening a shop here and a shop there. This globalises costs and remains viable over the long term”, according to Pierre Marcolini.