Part 1: China Market Opportunities Part 2: Export Growth China Program

2.2 E-Commerce

Contents

Why China?

Key Drivers

Opportunities

2.1 Introduction

1.1

1.2

1.3

Part 1: China Market Opportunities

Why China?

The world’s largest consumer market

China passed the U.S. in 2011

for the first time to become the

biggest importer of agricultural

products. In 2016, the overall

Chinese consumer expenditure

for F&B products is expected to

reach a total of US$976 billion.

(Source:Euromonitor)

Key drivers for imported food and beverage consumption in China

Please insert your text

Aspiration for quality product &concerns for safety and health

Drivers -- Urbanisation

China’s urban and rural populations

Drivers -- Growing Middle Class

Drivers -- Income Growth

Income per person by income group

Drivers -- Aspiration for quality products & concerns for safety and health

Mom, I want imported milk!

China milk powder Imported milk powder

Drivers -- Chinese visitors arrival in Australia

Current market opportunities across a range of segments

Top 10 food categories in imported trade value

Dairy

2011-2017 the online dairy products transaction

Frozen Meat & Seafood

In 2015, China imported 156,000 tonnes of chilled beef. Australia was the largest supplier of chilled beef to China and saw its exports increase by 50% during that time.

High-End Confectionery, Biscuits and Snacks

As China’s GDP and the urbanisation increases, consumers are looking to upgrade their living standards. Imported food that offers high quality, health benefits, new tastes, variety and promotions are often welcomed by younger generations of Chinese consumers.

Wine

In 2014, China’s production, importation and consumption of wine totalled 1.16 billion litres, 383 million litres and 1.58 billion litres, respectively.

2015 TMALL 11.11

2015 TMALL 11.11 Global Shopping Festival

Part 2: Export Growth China Program

NSW BC video

Online and Social media promotion

Showroom Display

Offline business matching and marketing

The Export Growth China program

Low risk

Authenticity Endorsement

The Export Growth China program

EGC turns 1 year old!

• 100 participants

• 178 buyer leads after screening over 2600 leads

• 6500 Chinese buyers in our network

• Promoting EGC participants’ products in China in the past 12 months:

2 launches

2 receptions

5 workshops/business matching events

6 expos/tradefair

China website with product/brand/company info

Social media: weekly WeChat post, frequeent Weibo post

Weekly Product Catalogue

EGC turns 1 year old!

Program Partners

Shanghai Showroom Display

Marketing Events in China

China Website

China Social Media-WeChat

E-Platforms Cooperation

Retail Chain Cooperation

Exhibit

Participate

Expos and Trade Shows

PwC | January 2014

• Hangzhou Leisure

Expo

• Promotion workshops

with CCPIT in

Guangzhou and

Chongqing

• Guangzhou Health

Care Food and

Nourishment Expo

(HCI)

• South Australia minister

promotion event

• Promotion workshops

with CCPIT in Xi’an and

Hangzhou

• East Asia Business

Forum in Hangzhou

May 2015

• Company & product info translated

and uploaded

• Sample sent and received

• Commencement of showroom

display & online promotion

• Promotion workshops with CCPIT

in Tianjin

• Hangzhou Wine Workshop

• Trade Fair in Zhengzhou

Apr 2015

• GIFMS Guangzhou

Food & Ingredients Fair

• Australian Day Expo in

Changsha

Jun 2015

• Media coverage on leading

portals for the year

• Received and passed 1st

business lead

Jul 2015

• Follow up with interested buyers generated

from our promotion events

• Won 1st Export Contract

• Shanghai Launch event with

NSW Premier

• China FHC

• Canton Fair Business

Matching

• Launch event -

Showcase of Australian

Excellence

• Received and passed 2nd

business lead

Aug 2015

Sep 2015

Oct 2015

Nov 2015

Dec 2015

Jan 2016 to now

• We are continually

working hard with you

to promote your

products and strive to

achieve the best

possible outcomes

33 Case Study – Nova Spring Water

Journey with Export Growth China Program

Currently Nova Spring Water exports A$100,000 worth of botted water to China per month

Achievements

Achievements 15 sales with a combine value of A$4.3 million

Successful cases:

Export Growth China program –China Activities Calendar

Regular Program Calendar

Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17

Marketing routine

task

Display on website/WeChat

To put EGCer on display within the first week of its EGC rotation (if the EGCer provides photos); or within the first month, if we need to have the products shot.

Exporter catalogue

To add newly-joined EGCer onto the catalogue in the first week of its EGC rotation

Display on the shelves in the showroom

To display samples at the arrival of the samples in the showroom

Display on screen in the showroom

To display videos at the reception of the samples in the showroom

Showroom reception

Upon appointment

Offline promotion

Trade fair participation

95th China Food & Drink Tradefair (Oct 20-22)

1. FHC China 2016 (Nov 7-9); 2. IE Expo (Nov 24-26)

96th China Food & Drink Tradefair (Mar 20-23)

SIAL China

Trade fair visit (For internal use only)

CBME

China International Health Industry Expo

Australian Life Style Show

Shanghai Fashion Week

Hotelex

China International Nutrition and Health Industry Expo

China Beauty Expo

FMA China (Jun

Showcase of Australian Excellence

Wine,liquor & Beverage (July 21 or 28)

Winter workshop

Spring workshop

Summer workshop

Public relations Press release: Wine and liquor (July 21 or 28)

Press release: 95th China Food & Drink Tradefair (Oct 20-22)

1. Press release: FHC China 2016 (Nov 7-9); 2. Press release: IE Expo (Nov 24-26)

Press release: Winter workshop

Press release: Spring workshop

Press release: 96th China Food & Drink Tradefair (Mar 20-23)

Press release: SIAL China

Press release: Summer workshop

One-on-one client visit

By appointment

Online promotion

Official WeChat 1. Wine and liquor

1. Summer drinks and recipes 2. Enterprises by Australian sports stars (Olympic Games)

1. Cough/cold treatment (autumn) 2. Australian health supplement industry/products

1. 95th CFDF 2. South China food & beverage market 3. Fruits

1. FHC 2016 2. Bakery 3. Apparels for winter

1. Skincare products for winter treatment 2. Products from pure regions in Australia

1. 2016 Summary & 2017 Forecast

1. Sweets 1. Women's Day 2. 97th CFDF

1. Fruits 1. SIAL China 1. 3rd Anniversary of ChAFTA

Official website 1. Wine and liquor

1. Summer drinks and recipes 2. Enterprises by Australian sports stars (Olympic Games)

1. Cough/cold treatment (autumn) 2. Australian health supplement industry/products

1. 95th CFDF 2. South China food & beverage market 3. Fruits

1. FHC 2016 2. Bakery 3. Apparels for winter

1. Skincare products for winter treatment 2. Products from pure regions in Australia

1. 2016 Summary & 2017 Forecast

1. Sweets 1. Women's Day 2. 97th CFDF

1. Fruits 1. SIAL China 1. 3rd Anniversary of ChAFTA

EDM

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Wine, alcohol 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

Official weibo

1. Wine and liquor 2. Pre-packed food and fresh produce 3. Skincare, fashion, jewelry 4. Health supplements (Others)

1. Summer drinks and recipes 2. Enterprises by Australian sports stars (Olympic Games) 3. Wine, alcohol 4. Pre-packed food and fresh produce 5. Skincare, fashion, jewelry 6. Health supplements (Others)

1. Cough/cold treatment (autumn) 2. Australian health supplement industry/products 3. Wine, alcohol 4. Pre-packed food and fresh produce 5. Skincare, fashion, jewelry 6. Health supplements (Others)

1. 95th CFDF 2. South China food & beverage market 3. Fruits 4. Wine, alcohol 5. Pre-packed food and fresh produce 6. Skincare, fashion, jewelry 7. Health supplements (Others)

1. FHC 2016 2. Bakery 3. Apparels for winter Wine, alcohol 4. Pre-packed food and fresh produce 5. Skincare, fashion, jewelry 6. Health supplements (Others)

1. Skincare products for winter treatment 2. Products from pure regions in Australia (The idea comes from very bad weather in winter in China) 3. Wine, alcohol 4. Pre-packed food and fresh produce 5. Skincare, fashion, jewelry 6. Health supplements (Others)

1. 2016 Summary & 2017 Forecast 2. Wine, alcohol 3. Pre-packed food and fresh produce 4. Skincare, fashion, jewelry 5. Health supplements (Others)

1. Sweets 2. Wine, alcohol 3. Pre-packed food and fresh produce 4. Skincare, fashion, jewelry 5. Health supplements (Others)

1. Women's Day 2. 97th CFDF 3. Wine, alcohol 4. Pre-packed food and fresh produce 5. Skincare, fashion, jewelry 6. Health supplements (Others)

1. Fruits 2. Wine, alcohol 3. Pre-packed food and fresh produce 4. Skincare, fashion, jewelry 5. Health supplements (Others)

1. SIAL China 2. Wine, alcohol 3. Pre-packed food and fresh produce 4. Skincare, fashion, jewelry 5. Health supplements (Others)

1. 3rd Anniversary of ChAFTA 2. Wine, alcohol 3. Pre-packed food and fresh produce 4. Skincare, fashion, jewelry 5. Health supplements (Others)

Danielle Sun China Trade Advisor, NSW Business Chamber 140 Arthur Street North Sydney NSW 2060 Tel: 02 9458 7240 | Mob: +61 428 634 638 | Web: www.nswbusinesschamber.com.au