Post on 06-Jul-2018
• Who is Whitecap?
• What types of seafood are Chinese consumers eating today?
• How do Chinese consumers select their seafood purchases?
• What are the fast growing trends for seafood consumption in China?
• How do we as an industry in Newfoundland and Labrador best pursue opportunities in China?
• Asia Pacific (outside China) – brief overview.
• Conclusion
• Full Service Cod Marketer
• Once Frozen Cod Fillets
• Frozen at Sea Fillets
• Salt Fish
• Minced
• Blocks
• Technical Support
• Certification Support to help plants get BRC, Retailer Certifications
• By 2022
• 76% of Urban Households will be in Middle Class
McKinsey
• By 2030
• 854 million people
• Disposable income per capita 30.000 USD
ANZ Research• By 2030
• Spending power will be similar to US consumer in 2000
Economist Intelligence Unit
Source: Mckinsey/ANZ Research/Economist Intelligence Unit
Similar to the average in the EU
US currently spends 6% on Food
Consumption Expenditure in
Urban Households
Relative seafood and animal protein expenditure per income group (from lowest to highest) in China
Source: National Bureau of Statistics of China, Industry reports, 2016
App. 300.000to+
(Est. 2017)
200.000to (2013)
H&G or dried
Mainly in Northern China
Pollock
Farmed Salmon
More than 100.000MT
Mainly from Chile
Norway
Salmon4.500MT of Atlantic Cod fillet products
McDonalds promoted Alaskan Cod
Cod
Source: Customs Data/Ministry of Agriculture/Industry sources
2016 Best 10 Famous Import Seafood Original Brand1
Canadian Coldwater Shrimp2
Argentine Red Shrimp3
Norwegian Salmon (farmed)4
Chilean King Crab5
Ecuador Vannamei Shrimp (farmed)6
French Oyster (farmed)7
French Chilean Seabass (caught from South Indian Ocean)8
Chilean Salmon (farmed)9
Canadian Lobster10
Canadian Geoduck11 Irish Brown Crab
2016 Best 10 Emerging Import Seafood Original Brand
1 Argentine Cuttlefish
2 Canadian Salmon (farmed)
3 Alaska King Crab
4 Canadian Green Whelk
5 New Zealand Green Mussel (farmed)
6 Canadian Surf Clam
7 Greenland Halibut
8 Icelandic Lumpfish
9 US Pacific Dungeness Crab
10 US Maine Lobster
Latest New Retail Chains.
All focus on high end seafood retailing
Invested and
owned by
Yonghui
Invested
Alibaba
and Tmall
Invested and
owned by
JD com
Channel Development is key to success for the China Market
Consumer Education
Retail Promotion
E-commerce Promotion
Integrated Marketing
Media Trips Visit Canada
Product Knowledge,
Nutrition
Ready to Eat, Hot Dishes
Hypermarkets, E-commerce
Gastronomy Magazines
TV Cooking Programs
Blog, Weibo Wechat Youku, AqiyiGlobal
Seafood
Canadian Coldwater Shrimp Media Selection
Canadian Coldwater Shrimp Wechat account has 7000 followers.
Majority are seafood importers, distributors and retailers
Interactive Website Canadian Coldwater Shrimp Association Official
Website:
www.coldwatershrimp.com.cn
BLOG EXPERIENCE - 2 famous bloggers went on shrimp fishing vessels for 2 weeks and experiencing the fishermen life and wrote seriesreports/stories
Average reading of these weibos she wrote during the trip on CWS fishing vessels:
200,000
Reposted: 766
Production of a series of KOL cooking recipes, animations -
published on different web platforms
Viewing are from 20,000 to 300,000
Advantages
1. Fast, high volume2. Marketing Driven3. High price4. Transparent5. Strong brand6. High loyalty
Governments,associations
select marketingagent
Exporters join marketing programs
Marketing agentrecommend
suitable importers
Importers importing
E-commerce, restaurant & hypermarket promotion to
end consumers
Retailers order from importers
How to promote Newfoundland and Labrador Cod in China
• Expand more high quality harvesting techniques such as hand line and hook
and line cod.
• Invest in plant upgrades and technological production advancements.
• Invest in sustainability and global food safety certification.
• Educate consumers about our pristine waters and the intrinsic quality of our
seafood.
How to promote Newfoundland and Labrador Cod in China
• Run retail promotion at new retail chain stores include Hema, Super Species, 7
Fresh in large cities
• Run retail promotion in the major commercial centres at the outset.
• Produce cooking recipes and original place short videos and publish on different
platforms
How to develop Newfoundland and Labrador cod in China
• Work closely with major importers and distributors for new product development
• Run more promotion with restaurants chains
• Engage Canadian Embassies and Consulates to assist on this strategy.
Alda Möller, Groundfish ForumKristjan Hjaltason, Ocean Trawlers, EuropeIngrid K. Pettersen, Norw. Seafood CouncilDurita í Grótinum, JFK, FaroesBundesverbandFischindustrie, GermanyFan Xubing, Beijing Seabridge Marketing Co., CHKun Song, AlimexKonrad Geldenhuys, Sea HarvestFrancois Olivier, HanganaAlex Ocampo/Mariano Mansilla, Seaman Int.Mario Inostroza, EmdepesPierre Marquian / St. Monica, PeruCooke Aquaculture for UruguayAnnie Clarkson / SealordAndrey Buzin, Russian Fishery
Mathias Radvan, E. KratzensteinSteve Spencer, Pacific SeafoodTorunn Halhjem, Trident SeafoodsRon Rogness, American SeafoodsRasmus Soerensen, American SeafoodHoa Phan, Vinh HoanRandy Rhodes, Harvest Select Daniel Montoya, BlumarMorten Lindrupsen, Norw. Seafood CouncilRagnar Nystoyl/ Lars D. Garshol, KontaliTae Wang, Don Wong Fisheries, KoreaY. Sakurai, NissuiH. Takanori, Fish. Research Council, JapanMarine Research Institute, Iceland