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Keynote Address: Trends In Seafood Branding In China
n PRESENTER MR. FAN XUBING | BEIJING SEABRIDGE MARKETING & CONSULTING CO.
GLOBAL OUTLOOK FOR AQUACULTURE LEADERSHIP
GUANGZHOU, CHINA | DAY 1
HEALTHY FISH| HEALTHY PEOPLE | HEALTHY PLANET
Mr. Fan Xubing • Mr. Fan Xubing is managing director and general manager of
Beijing Seabridge Marketing & Consulting Co. Ltd., a Beijing-based food marketing, promotion and consulting firm specializing in agri-products and imported food, and with clients that include foreign governments, trade associations and foreign agri-business companies.
• He has 15 years of experience in food marketing, promotion and consulting for seafood, meat and agro-products.
• Previously, he was China sales manager for Marine Harvest’s Beijing office until 2002 when he joined Beijing Seabridge.
中国水产品市场营销和可持续海产消费趋势TrendsinSeafoodBrandingandSustainabilityinChina
樊旭兵 北京海桥市场推广有限公司FanXubing,BeijingSeabridgeMarke3ngCo.
全球水产养殖联盟大会 2016.09广州
GOAL20162016.09Guangzhou
BeijingSeabridgeMarke9ngCo.
• Establishedsince2003,SeabridgeMarke3ngistheleadingseafoodmarke3ngandconsul3ngcompanytoprovideprofessionalservicestoforeigntradeassocia3on,governmentandlargecompaniesintheseafoodindustryandthemeatindustry,intheChinamarket.
• SeafoodFromGlobalisthenewmediaownedandrunbySeabridgeMarke3ngsince2015.SeafoodFromGlobalisnowtheNo.1newmediainChinaforbothseafoodprofessionalsandseafoodgastronomists.
BeijingSeabridgeMarke9ngClientList
ChineseConsumersBehavioronSeafoodConsump9on
ChineseConsumersSeafoodConsump9onStudy
ProfSunChenetc.ShanghaiOceanUniversity,2015
Seafoodexpensesoutoftotalfamilyfoodexpenses
Differentseafoodconsump3onpropor3on
BeijingShanghaiXi’an BeijingShanghaiXi’an
ChineseConsumersSeafoodConsump9onStudy
ProfSunChenetc.ShanghaiOceanUniversity,2015
Preferencesonseafoodformality Preferencesonconsump3onoccasion
BeijingShanghaiXi’an BeijingShanghaiXi’an
ChineseConsumersSeafoodConsump9onStudy
ProfSunChenetc.ShanghaiOceanUniversity,2015
Consumerspreferencesonwildseafood Consumerspreferencesonseawaterseafood
BeijingShanghaiXi’an BeijingShanghaiXi’an
YoungGenera9onConsumers:SeafoodConsumersPortrait
1.HeavilyRelyonNewMediaandSocialMedia2.HeavilyRelyonMobileShortVideoandafewwatchTVcookingprograms3.HeavilyRelyonE-CommerceandO2O,LessandLessGotoSupermarket4.NotGoodAtCookingandLessTimetoCookAtHome5.PreferImportedSeafood,HealthySeafoodBUTDon’tHaveMuchMoney6.QualityDriven,BrandDrivenbutPriceSensi3ve
SuccessfulSeafoodMarke9ngCasesandTrendsofSeafoodMarke9nginChina
OriginalMarke3ng
ProductMarke3ng
CuisineMarke3ng
ChannelMarke3ng
LifestyleMarke3ng
SeabridgeSeafoodMarke9ngSteps
Scenarizing SocialMedia+ Internet+
Mobile Local Social
MediaTripsVisit
Norway
ProductKnowledge,Nutri3on
Sashimi,Sushi,ChineseCuisine
JapaneseRestaurants,Hypermarket
Fitness,Lohas
NorwegianSalmonMarke9ngSteps
GastronomyMagazines TVCookingPrograms Blog,Weibo
NorwegianSalmonMediaSelec9on
MediaTripsVisitCanada
ProductKnowledge,Nutri3on
ReadytoEat,HotDishes
Hypermarkets,E-commerce
CanadianColdwaterShrimpMarke9ngSteps
GastronomyMagazines
TVCookingPrograms Blog,Weibo Wechat Youku,Aqiyi
CanadianColdwaterShrimpMediaSelec9on
Sina Gastronomy Blogs Coldwater Shrimp Figure
Womai,SHest,Benlai,Tootoo:ColdwaterShrimpE-commercePromo9on
MediaTripsVisitCanada
ProductKnowledge,Nutri3on
Howtoprepare,howtofillet
CantoneseRestaurants,FineDinning
CanadianGeoduckMarke9ngSteps
Weibo Wechat Youku,Aqiyi Tou3ao,NewsSocialMedia
SeafoodSocialMedia
CanadianGeoduckMediaSelec9on
CanadianGeoduckAr9clesPublishedonTou9ao
BigDataBigDataBigData
BigDataBigDataBigData
BigDataBigDataBigData
BigDataBigDataBigData
SeafoodMarke9nginChina:4+1
UnderstandingConsumers
SalesChanel
Selec9on
Integra9on
MediaandKOLSelec9on
SeabridgeMarke9ngSystem
SupermarketChannelMarke3ng
E-commerce/O2OChannelMarke3ng
FoodServiceO2OChannelMarke3ng
SupplyChainOp3miza3onIntelligentWholesaling
SocialMediaMarke3ng
FreshFoodE-CommerceDevelopmentTrendinChina
ChinaB2CE-commerceMarketScale2011-2018
iResearch:<ChinaFreshFoodE-commerceMarketStudyReport2016>
GrowthRate
Penetra3on
1000BillionYuan
ChinaB2CFreshFoodE-commerceMarketScale2012-2018
iResearch:<ChinaFreshFoodE-commerceMarketStudyReport2016>
GrowthRate
Penetra3on
100MillionYuan
AmongFreshFood,FruitsandDairyProductsareMoreE-commercialized
VegetablesFruitsMeat
SeafoodDairyProducts
Eggs
Produc3on E-commerceProducts
iResearch:<ChinaFreshFoodE-commerceMarketStudyReport2016>
2015FreshFoodE-commerceVS.Produc9on
HaveyouboughtImportedFreshFoodOn-Linein2015?
Convenient,SaveTimeCheaperMoreProductsOn-Line
ReasonsWhyConsumersBuyFreshFoodOn-line?
MoreImportedProductsBeierQualityCouldBuyOrganicProductsOthers
iResearch:<ChinaFreshFoodE-commerceMarketStudyReport2016>
FreshFoodFastDeliveryTimea]erOrderin2015
Suppliers
FreshFoodE-CommerceMajorPlayers
iResearch:<ChinaFreshFoodE-commerceMarketStudyReport2016>
E-Commerce
O2O
ColdChain Producers Consumers
HowGlobalSeafoodEntersIntoChinaMarket
Step1:A^endProfessionalSeafoodExhibi9ons,MeetImporters
Step2:Adver9singonLeadingSeafoodMedia
40,000visitors,8%fromAsia
33,000visitors,4.6%fromAsiaandOceania
40,000visitors,96%fromChinaMainland
Step2:Adver9singonLeadingSeafoodMedia
SeafoodfromGlobalWechatWechat:40,000followers,60%seafoodtradefollowers,No.1seafoodnewmediaonWechat TotalFollowers:SeafoodImportersandExporters:14%SeafoodWholesalersandDistributors:15%SeafoodSuppliertoHoReCa,Supermarkets,E-commerce:2%SeafoodBuyersfromHoReCa,Supermarkets,E-commerce:6%Academic,GovernmentalandONG:10%SeafoodLovers,Gastronomists:30%SeafoodMediaandWe-Media:5%Freelancers:3%NoneoftheAbove:11%
Step2:Adver9singonLeadingSeafoodMedia Wechat:40,000followers,60%seafoodtradefollowers,No.1seafoodnewmediaonWechat
Step4:SelltoDirectSeafoodBuyersthroughB2BPla`orms
Step5:SelltoConsumersThroughE-commerceCompanies
SeabridgeMarke9ngprovidesservicestoconnectwithallthesee-commercecompanies
GlobalSeafoodEnterIntoChinaMarketSteps
1 • AiendProfessionalSeafoodExhibi3ons • MeetSeafoodImporters
2 • Adver3singonProfessionalSeafoodMedia
3 • Educa3ngConsumersthroughSeafoodMediaandOthers
4 • SelltoDirectSeafoodBuyersThroughB2BPlamorm
5 • SelltoEndConsumersThroughE-commerceCompanies
SustainableFisheryandSustainableSeafoodTrendinChina
Now,Chinais:
AnUnsustainableFishingIndustry
&AnUnsustainableAquacultureIndustry
China’sFisheryManagementReformsince2014
• Zhejiangprovince,themostimportantcostalfisheryprovinceinChina,startedaseriesofstrictinstrumentsnamed“ZhejiangFishingGroundRepairingandRe-energizingPlan”since2014,includingto:1)cleanoutillegalfishingvessels(fishingvesselswithoutregistra3oncer3ficate,inspec3oncer3ficateandfishinglicense),2)cleanupillegalmeshsizefishingnets(fishingnetswithmuchsmallermeshsizethanallowedmeshsize,whichwillcatchallsizesoffishesfromthewatersincludejuvenilefishes).ThesemeasureshavebeenfollowedandimplementedinotherwatersofChinain2015.
• TheDepartmentofFinancehasdecidedtoadjustthefishingvesselfuelsubsidiespolicyfrom2015,basedonthe24.2billionRMBannualfuelsubsidiesin2014.Since2016,20%ofthis24.2billionRMB(4.84billionRMB)willbehandledbytheMinistryofAgricultureforadjus3ngthefisherystructureandsupportsustainablefisheries.From2016to2020,therestofthefuelsubsidieswillbehandledbyprovincialgovernmentsandannuallyreducedby10%(from80%in2016to40%bytheendof2020(9.68billionRMB).
FisheryAdministra9onOfficialsburningillegalfishinggear
Xiangshan,ZhejiangProvince,EastChinaSea:Destroyingillegalfishingvessels
Selectedhighlightsadjustmentof2015version<FisheryLaw>
• “facilitatefisherysustainabledevelopment”• “priori3zeaquaculture”to“priori3zeecosystemharmoniza3on”• “encouragefisheryeduca3on”• “fullyuseaquaculturewaters”to“reasonablyuseaquaculturewaters”• “….quan3fyaquaculturecapacityandformulateaquacultureplan”• “encouragewater-savingaquacultureandprohibitwildfishfingerlingsasfeed• “executefishinglicense,evaluateimportantspeciesTACandfishingquota,and
facilitatesustainablefishing”• “enhancesportsfishingmanagement”• “fishermenneedtoholdqualifiedcer3ficate”• “releaseofalienaqua3cspecies,hybridspecies,GMOspecieswillbe
punished”
KeyWordsof2015<FisheryLaw>
Sustainablefishing,TAC,fishingquota(IQ,individual
quota),fishinglicense,fishermencer3ficate
Sustainableaquaculture,fishfarmingcapacity,
planning,license,water-savingfishfarming
Enhancemonitoring,punishment Ecosystemharmoniza3on
SustainableFishery
Management
China’sFisheryManagement
State&Collec3veFishing
Priva3za3on&Overfishing
Aquaculture&Over-
fishfarming
SustainableFishery
Management
BeijingSeabridgeMarke9ngCo.
• Themostprofessionalseafoodmarke3ngcompanyinChina.• Establishedin2003withmorethan10yearsexperiencesinChina.• Exclusivemarke3ngagentfor:Norwegiansalmon,Canadiancoldwatershrimp,Canadianlobster,
Canadiansnowcrab,BCgeoduckandimportantmarke3ngagentforAustralianbeefandlamb,NZbeefandlambintotheChinamarket.
• Alltheseproductsarecurrentlythetop10sellingimportedseafoodandimportedmeatproductsinChina,bothfore-commerceandfortradi3onaldistribu3onchannels.
• Contact:– FanXubing,GMBeijingSeabridgeMarke3ngCo.– Email:[email protected]– Phone:+8613311369269,+861058768918– Website:www.seabridge-china.com
