The Russian Export Center (REC, VEB Group.Russia) is scaling up its presence in China through a retail network under a single brand "Made in Russia," according to the REC. Over the past 12 months, the official partner of the center, Shanghai Pinyinong E-commerce, has opened five specialty stores in Shanghai alone.
The key find of the format is a "store within a store + a light food area" with a full—fledged bakery, where bread is baked daily using Russian technologies. The launch of this format in April received a wide media response: reports about it were released by Oriental Satellite TV with an audience of about 1.3 billion people and the Shanghai News Channel.
In parallel with flagship stores in megacities, REC is increasing its presence through the format of specialized shelves in regional supermarkets. The fifth "Made in Russia" shelf has already been opened in the Wanzhou supermarket in Xuchang, Henan Province. The project was implemented with the local partner Henan Hangcai Industrial. By the end of 2026, the partner plans to open more than 50 specialized shelves and stores in the province.
Alexey Solodov, Vice President of the REC, emphasized the importance of the format.
"The format of branded shelves allows you to reach a wide audience directly, reduce barriers to first purchases and promptly receive feedback from end consumers," said Alexey Solodov.
The network's experience in Shanghai has shown a change in the perception of the Russian product: if earlier associations were limited to vodka and chocolate, today kvass, ice cream, pickles and healthy snacks have become sales hits. Pickled cucumbers turned out to be an unexpected trend — Chinese customers loved them as an addition to instant noodles. The combination of "pickles + rye bread + kvass" at tastings gives up to 40% conversion to purchase.
For localization, the partners adapted the packaging to a large Chinese font indicating the product category, and the gift lines received a premium finish with gold lettering. In 2026, 15 new outlets are expected to open in Shanghai and the Yangtze River Delta, expanding the range with birch sap and linseed oil.
Russian exporters of non—primary products should take a closer look at the format of branded shelves as a ready-made entry channel to the Chinese retail market - with the adaptation of packaging and a local partner, the entry barrier is noticeably lower than with independent exit.
