Hardiman, RichardCarusone, Ilaria2022-02-072022-02-072021-06-292021-05-21http://hdl.handle.net/10362/132375Chinese consumers’ diet and shopping tendencies have evolved drastically as livelihoods have risen and new trends and influences have entered Chinese market. The current generation of consumers is the most Westernized and open to new tastes. Chinese consumer’s preferred method of buying food is e-commerce, this phenomena has been fomented even more by the outbreak of the pandemic. In this context, and in this particular period, e-commerce represents the best opportunity for Italian food specialised products companies which want to enter Chinese market.engE-commerceChinaSpecialised Italian foodNiche market.master thesis202769399