Keynote Address - Global Aquaculture Alliance · PDF fileKeynote Address: Trends In Seafood Branding In China n PRESENTER MR. FAN XUBING ... Weibo Wechat Youku, Aqiyi Touao, News Social

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



Preferencesonseafoodformality Preferencesonconsump3onoccasion




Consumerspreferencesonwildseafood Consumerspreferencesonseawaterseafood


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


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


Howtoprepare,howtofillet

CantoneseRestaurants,FineDinning

CanadianGeoduckMarke9ngSteps

Weibo Wechat Youku,Aqiyi Tou3ao,NewsSocialMedia

SeafoodSocialMedia

CanadianGeoduckMediaSelec9on

CanadianGeoduckAr9clesPublishedonTou9ao

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


GrowthRate

Penetra3on

100MillionYuan

AmongFreshFood,FruitsandDairyProductsareMoreE-commercialized

VegetablesFruitsMeat

SeafoodDairyProducts

Eggs

Produc3on E-commerceProducts


2015FreshFoodE-commerceVS.Produc9on

HaveyouboughtImportedFreshFoodOn-Linein2015?

Convenient,SaveTimeCheaperMoreProductsOn-Line

ReasonsWhyConsumersBuyFreshFoodOn-line?

MoreImportedProductsBeierQualityCouldBuyOrganicProductsOthers


FreshFoodFastDeliveryTimea]erOrderin2015

Suppliers

FreshFoodE-CommerceMajorPlayers


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

Keynote Address - Global Aquaculture Alliance · PDF fileKeynote Address: Trends In Seafood Branding In China n PRESENTER MR. FAN XUBING ... Weibo Wechat Youku, Aqiyi Touao, News Social

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