Export Opportunity to China 8 th October Fredericton NB 2014 Annual Conference of Canada Fishery Council Fan Xubing Managing Director Beijing Seabridge Marketing Co China ECommerce Market Overview ID: 242997
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Slide1
China’s E-Commerce and Canadian Seafood Export Opportunity to China
8th October, Fredericton, NB2014 Annual Conference of Canada Fishery CouncilFan XubingManaging Director, Beijing Seabridge Marketing Co.Slide2
China E-Commerce Market Overview: World No.1 and Continue Fast GrowingSlide3
China’s Consumer Spending: Triple from 2010 to 2020Slide4
China vs. US Ecommerce Annual Increase: 120% vs. 17%Slide5
China’s E-Commerce Market: World No.2 in 2012Slide6
China’s E-Commerce Market: PotentialSlide7
China’s E-Commerce Market: Potential for GrowthSlide8
US’s E-Commerce: Path to PurchaseSlide9
China’s E-Commerce: Path to PurchaseSlide10
Canadian Seafood Enter into China Market StepsSlide11
@野生北极虾 Coldwater Shrimp Official Weibo
@野生北极虾 following: 659 fans: 198000
weibo:
857
http://weibo.com/beijixia88Slide12
China’s E-Commerce: Path to PurchaseSlide13
Different E-commerce Structure: US vs. ChinaSlide14
China E-Commerce Market Leaders: Alibaba/Weibo, Jingdong/Tencent and other……Slide15
China B2C E-commerce Giants: G2Slide16
China/World Largest E-commerce Company: Alibaba & Jack MaSlide17
China/World Largest E-commerce Company: AlibabaSlide18
Best Selling Canadian Seafood on Tmall: Coldwater Shrimp
http://list.tmall.com/search_product.htm?q=%B1%B1%BC%AB%CF%BA&type=p&vmarket=&from=mallfp_1_searchbuttonSlide19
Best Selling Canadian Seafood on Tmall: Canadian Lobster
http://list.tmall.com/search_product.htm?q=%BC%D3%C4%C3%B4%F3%C1%FA%CF%BA&type=p&spm=a220m.1000858.a2227oh.d100&from=.list.pc_1_searchbuttonSlide20
Best Selling Canadian Seafood on Tmall: Canadian Surf Clam
http://list.tmall.com/search_product.htm?q=%B1%B1%BC%AB%B1%B4&type=p&spm=a220m.1000858.a2227oh.d100&from=.list.pc_1_searchbuttonSlide21
Best Selling Canadian Seafood on Tmall: Canadian Seal Oil
http://list.tmall.com/search_product.htm?q=%BC%D3%C4%C3%B4%F3%BA%A3%B1%AA%D3%CD&type=p&spm=a220m.1000858.a2227oh.d100&from=.list.pc_1_searchbuttonSlide22
China/World Largest E-commerce Company: AlibabaSlide23
China E-Commerce Market FutureSlide24
China E-commerce Prospective: Go MobileSlide25
China E-commerce Prospective: 3 Driven ForcesSlide26
China E-commerce Prospective: 3 Driven ForcesSlide27
China E-commerce Prospective: 3 Driven ForcesSlide28
China E-commerce Prospective: 3 Driven ForcesSlide29
China E-commerce Prospective: 3 Driven ForcesSlide30
China E-commerce Prospective: 3 Driven ForcesSlide31
China E-commerce Prospective: 3 Driven ForcesSlide32
China vs. US: All Social, but Different Social AnimalsSlide33
Current China’s E-commerce Food Consumption:
3.3% but huge potential to growSlide34
China E-commerce Sales: Exceed 10% of total retail sales since 2014Slide35
China B2C E-commerce Sales: Food only take 3.3% of total salesSlide36
But Increase Very Fast:Taobao/Tmall Agri-products Annual On-line Sales
Source: Alibaba agri-product white paper 2012Slide37
China’s Young and Rich E-ShoppersSlide38
China E-Shoppers: mainly
19-35 Y young peopleSlide39
China E-Shoppers: 1/3 buyers buy more than 40 times/yearSlide40
China E-Shoppers: 52.4% spend 500-3300 USD/yearSlide41
China’s Food E-Commerce SellersSlide42
2013 China B2C Top30 Companies: 6 are
Food related E-StoresSlide43
Opportunities for Canadian Seafood in ChinaSlide44
Canadian Seafood Export: 85% seafood for export
G4: Lobster, Salmon, Crab, ShrimpSlide45
Canadian Seafood Export:
Mainly Rely on US MarketSlide46
Canadian Seafood Export:
shifting from US to ChinaSlide47
What Seafood China Market Need?
Inside China, the Seafood Trade 2014, Agriculture & Agri-food CanadaSlide48
What Canada currently export to China:
Crab & ShrimpSlide49
Canada Seafood: Enough Opportunities in China
Source: Beijing Seabridge Marketing Co., China Customs StatisticsCanadian Seafood Main Competitors in China Market
No.1
No.2
No.3
Frozen Snow Crab
Atlantic Canada
Alaska, US
Russia
Frozen Coldwater Shrimp
Atlantic Canada
Greenland
Argentina
Live Lobster
Atlantic Canada
Maine, US
New Zealand
Live Dungeness Crab
BC, Canada
Pacific US
Live Geoduck
BC, Canada
Pacific US
Frozen
Halibut
Greenland
Canada
Russia
Frozen Capelin
Atlantic Canada
Norway
Hokkaido, Japan
Frozen Mackerel, Herring
Norway
Russia
Canada
Frozen Lobster
Atlantic Canada
Cuba
Mozambique
Farmed Fresh Atlantic Salmon
Norway
Scotland
Faroe Island
Wild Frozen Pacific Salmon
Alaska, US
Russia
Canada
Frozen Sablefish
Pacific US
BC, Canada
Frozen Flat Fish
Alaska, US
Russia
Canada
Farmed Mussel
New Zealand
India
PEI, CanadaSlide50
Canadian Seafood Competitors in China
Inside China, the Seafood Trade 2014, Agriculture & Agri-food CanadaSlide51
Canadian Seafood Competitors in China
Inside China, the Seafood Trade 2014, Agriculture & Agri-food CanadaSlide52
Canadian Seafood Competitors in China
Inside China, the Seafood Trade 2014, Agriculture & Agri-food CanadaSlide53
China: Strong Demand on Variety of Seafood
<Pelagic Fish in China 2014> report, Agriculture & Agri-food CanadaSlide54
Seafood Country Image for Chinese Consumers
Canada: High-end, High-Price, Lower QuantitySlide55
China-Canada: Perfect Matching for Canadian Seafood
Demand-SupplyPopulation: 1.4 Billion people and increasingIncome: increasingDiet: a nationality who like seafood; from meat to seafoodConsuming Habits: prefer live & fresh seafood; prefer shellfish than finfish
Seafood Trade: from Seafood
Export Country
to Seafood
Import Country
Wild Seafood Catch: decreasing
Aquaculture Production: reached a ceilingSlide56
Important Canadian Seafood in China:
History, Current and FutureSlide57
1. Canadian Lobster Market in ChinaSlide58
Canada Lobster Export Market Structure
During 2009-2013, USA remains average 77.5% of total Canada lobster export market, while China and HK together increases from 2.2% to 7.6%, when 5 European countries decreases from 10.6% to 7.2%. The emerging Asian market (China, HK, Japan, Korea) is replacing the declining European market.
Canada lobster export is still too much rely on the single USA market, which is not a healthy export structure.Slide59
China Live Lobster Import:
strong demand and increasing, major exporting countries: New Zealand (20.3%), USA (34.3%) and Canada (23.8%)China Live Lobster Import
2011
2012
2013
Kg
%
USD
USD/kg
Kg
%
USD
USD/kg
Kg
%
USD
USD/kg
New Zealand
1475585
16.7%
59618825
40.40
1795960
20.2%
132472127
73.76
2530261
20.3%
206102512
81.46
USA
975048
11.0%
19330361
19.83
2382602
26.7%
57458263
24.12
4279829
34.3%
91779134
21.44
Canada
1370424
15.5%
22872427
16.69
2029847
22.8%
39731942
19.57
2967573
23.8%
55837005
18.82
South Africa
1218921
13.8%
22543441
18.49
542510
6.1%
18519429
34.14
730060
5.8%
26183862
35.87
Indonesia
450149
5.1%
6944264
15.43
893627
10.0%
22129805
24.76
756665
6.1%
23634616
31.24
Mexico
1332537
15.1%
31377424
23.55
455760
5.1%
13998114
30.71
311929
2.5%
12714248
40.76
Australia
1089582
12.3%
39797998
36.53
104936
1.2%
6490056
61.85
224062
1.8%
11985871
53.49
Burma
181673
2.1%
2637653
14.52
242588
2.7%
5663834
23.35
201075
1.6%
4577555
22.77
Subtotal
8093919
91.7%
205122393
25.34
8447830
94.8%
296463570
35.09
12001454
96.1%
432814803
36.06
Total
8829622
100.0%
218390217
24.73
8908780
100.0%
309144407
34.70
12491775
100.0%
449636175
35.99
NZ lobster take high-end market and Canada lobster take low-end market
China live lobster market is very strong even in 2013 and not effected by anti-corruption movement
Source: China customs statisticsSlide60
China Frozen Lobster Import:
limited market potential, Canada is the most important supply country (52.7%, 2013)China Frozen Lobster Import
2011
2012
2013
Kg
%
USD
Kg/USD
Kg
%
USD
Kg/USD
Kg
%
USD
Kg/USD
Canada
329212
18.6%
3532990
10.73
460557
32.6%
6143144
13.34
555021
52.7%
6841098
12.33
Cuba
58394
3.3%
1218170
20.86
419858
29.7%
7435832
17.71
188584
17.9%
3409822
18.08
Mozambique
0
0.0%
0
0.00
21740
1.5%
387894
17.84
116252
11.0%
1547997
13.32
Morocco
0
0.0%
0
0.00
66519
4.7%
949418
14.27
43400
4.1%
586819
13.52
UK
886742
50.2%
2396418
2.70
308826
21.9%
821131
2.66
212
0.0%
4417
20.83
Subtotal
1274348
72.1%
7147578
5.61
1277500
90.4%
15737419
12.32
903469
85.7%
12390153
13.71
Total
1767349
100.0%
9551698
5.40
1412802
100.0%
17751473
12.56
1053949
100.0%
14843133
14.08
Source: China customs statisticsSlide61
China total Lobster import from USA and Canada
China Lobster Import from USA and Canada
2011
2012
2013
Kg
USD
USD/kg
Kg
USD
USD/kg
Kg
USD
USD/kg
USA
live
975048
19330361
19.83
2382602
57458263
24.12
4279829
91779134
21.44
USA
frozen
29029
538193
18.54
60711
837397
13.79
27909
240781
8.63
Canada
live
1370424
22872427
16.69
2029847
39731942
19.57
2967573
55837005
18.82
Canada
frozen
329212
3532990
10.73
460557
6143144
13.34
555021
6841098
12.33
Total
live frozen
2703713
46273971
10.73
4933717
104170746
13.34
7830332
154698018
12.33
Total importing increase very fast: 7830 tons (2013), Canada take 45% market share (2013)
Canada as the largest catching country, export less than USA and cheaper than USA to China
Source: China customs statisticsSlide62
Market Opportunities and Marketing Activities for Canadian LobsterSlide63
E-Commerce & E-Promotion Proposal for Canadian Seafood Industry
Beijing Seabridge MarketingSlide64
2013: the year for imported seafood on-line selling
2013 is the year of taking-off and booming for imported seafood, meat, fruit and other agricultural products on-line sales in China.Seafood, as the Canada’s most popular agri-products in China, received high attention and attracted many on-line shoppers eyes in 2013.In 2013, Canadian coldwater shrimp, lobster and surf clam, as the leading Canadian seafood in China, have been arranged by Seabridge Marketing to join several very important e-promotion on leading e-malls, include Tmall, JD, No.1store etc. These 3 products have been ranked as top 10 on-line best selling imported seafood in China and Canadian coldwater has been ranked as the No.1 on-line selling seafood.
In 2013, we estimated the total coldwater shrimp on-line selling was about 500 tons and accounted for
1.5%
of total 33434 tons coldwater shrimp import.Slide65
2013: imported seafood on-line selling booming
By end 2013, China’s total annual on-line sales has reached 1885 billion RMB (306 billion USD) and accounted for 8.1% of China’s total annual retail turnover.Agri-foods are the fastest developed on-line selling catalogue (112%) among all on-line selling goods.Seafood, meat and fruit are the fastest developed on-line selling catalogue
(195%)
among all on-line selling agri-foods catalogue.
Imported seafood, meat and fruit on-line sales are developed much faster
(3-5 times)
than domestic seafood, meat and fruit on-line sales because: 1. domestic consumption upgrading, 2. domestic food safety problems, 3. higher profit to sell imported agri-products on-line.Slide66
Canadian Seafood to China/HK/Taiwan:
No.2 Market after USAUS Food Industry Association predict: by 2018, China will become the world largest market for food importing and consumption, with market size of 480 billion RMB (78 billion USD).
Seafood, as the largest exporting agri-food catalogue for Canada, is now still heavily rely on USA market (63% Canadian seafood export to USA), which is not a healthy structure.
Currently, seafood is the largest agri-food catalogue exported from Canada to China.
By end 2013, China is largest importing country for Canadian coldwater shrimp (21097 tons), China/HK is the second largest importing country for Canadian lobster (4807 tons) after USA, Great China is No.1 importing country for Greenland halibut (8988 tons, China, HK, Taiwan, Vietnam, 83%), China/HK is No.1 importing country for Canadian geoduck (1386 tons, 82%), Canadian Dungeness crab (552 tons, 93%), Canadian surf clam (2884 tons, 71%) and second largest importing country for Canadian sea cucumber (1024 tons).
By end 2013, China is very important country for other Canadian seafood like snow crab (4956 tons, No.2), Great China is the largest importing country for Canadian capelin (12005 tons, 59%). These products are imported to China, processed and re-exported to Japan before but now with more and more sales in China’s domestic market.Slide67
E-Commerce and E-Promotion:
icebreaking vehicle for new Canadian seafood enter into China marketSlide68
Why
is e-commerce for Canadian seafood?Most Canadian seafood has been sold into China/HK/Taiwan market for more than 10 years and the traditional market segments has been more or less developed, therefore less opportunity and potential there.E-commerce is the fastest development segment and will take about 20% retail market share by 2020 (currently 10.1% by 2014).
Imported seafood, meat and other agri-foods are
easier to be accepted
by e-commerce compare with traditional wholesale market, hypermarket and food service.
Traditional wholesale markets and hypermarkets are getting down in China during recent 3 years and less imported seafood sold through hypermarkets (except high-end supermarkets).
Food service is suffering from China government anti-corruption movement since 2013, and still not recovered without the huge expenses from “official entertainment”.
Emerging e-commerce companies are much more
creative, aggressive, efficient and result-driven
compare with traditional business. They are willing to accept and try new products and new business module selling on-line.Slide69
What
benefits E-Commerce could bring to Canadian seafood?1. Fast entering into China marketSelling through traditional market segment takes several years to gradually penetrate into the market, which is slow and low efficiency
Selling on-line through leading e-malls and e-stores (more concentrated players compare with traditional distribution channels) are much faster
Once one e-promotion succeed, the whole supply chain will follow the on-line market demand quickly
Only succeed with one e-mall or e-store, we could duplicate to other e-malls and e-stores much faster then duplicating to hypermarket and food service
E-commence will quickly cover whole China market
2. Demonstrative influence to traditional channels
Once these Canadian seafood selling well in emerging e-commence channel, hypermarket and food service channel will also follow. Currently in China, c-commence has become a best platform to launch new products sales
A proven successful good selling new seafood product on e-commence channel will be selected by hypermarkets and restaurants to sell in their channel because on-line big data has shown the market demand and potential of this seafood productSlide70
What
benefits E-commerce could bring to Canadian seafood industry and exporters?3. Fast branding establishmentE-commence and e-promotion is not only selling the products, it’s also a bigger opportunity to propaganda your products and marketing/branding your productsSuccessful e-promotion imported seafood like Canadian coldwater shrimp, Canadian lobster, Chilean seabass are then getting popular off-line as well
4. Big data
C-commence and E-promotion will give us big data and let us understand consumers needs and market potential quickly
Based on the big data, we could then formulate clear marketing plan, sales plan and develop consumer-oriented product, package and pricing
5. Direct connecting to end consumers
Could directly connect to end consumers, without through different layer distributors and retailers
Could squeeze out the profit of middlemen and give the best price to end consumers. This is the big advantage of e-commence for imported seafoodSlide71
Positioning and objective for different Canadian seafood in China
Strong Branding GroupColdwater shrimp: No.1 wild shrimp and No.1 imported shrimp in China. 80% market share. No strong competitor (Greenland and Denmark). 2017: 45000 tons Canadian lobster: No.1 lobster in China. 70% market share. Stronger brand than US lobster. 2019: 15000 tonsSurf clam: No.1 imported clam in China. 70% global market share (Japan). No strong competitor (North Korea). Slide72
Positioning and objective for different Canadian seafood in China
Weak Branding & Competitive GroupSnow crab: No.1 snow crab branding and sales in China. Competitive against Alaska, Russia or North Korea snow crab.Greenland halibut: No.1 halibut branding and sales in China. Competitive against Greenland, Denmark, Norway, Germany and Spain.Blue mussel: No.1 imported blue mussel in China. Competitive against NZ green mussel.Capelin: No.1 capelin in China, competitive against Iceland and Norway.Salmon: popular branding in China, following brand after Norway and competitive against Chile, Scotland and Alaska salmon.Sea cucumber: popular imported sea cucumber in China. Competitive against Iceland sea cucumber.
Pork and beef: popular imported meat branding in China. Following brand after Australia, US and NZ beef.Slide73
Canadian Seafood Branding & Positioning Steps in China:
Take
No.1 position
in each
small market segment
like shrimp, lobster, crab, clam, flatfish, pelagic fish etc.
Canadian Seafood
as a Strong Group-Product Name become the No.1 Seafood brand and take No.1 market share in ChinaSlide74
Steps for Canadian Seafood E-promotion:
Single product e-promotion to multi products e-promotionSlide75
Multi Products Canadian Seafood E-Promotion:by different products combination, different theme, different season and with different e-mall, e-store
Multi Products Canadian Seafood E-Promotion
Strong Branding Product
Competitive Branding Product
Unique Product
Following Product
Coldwater Shrimp
Snow Crab
Salmon
Geoduck
Sea Scallop
Lobster
Greenland Halibut
Beef
Dungeness Crab
Oyster
Surf Clam
Sea Cucumber
Pork
Ice Wine
Blue Mussel
Blue Berry
Capelin
Cherry
Spring Seafood E-promotion
1
1
1
1
1
Dragon Boat Festival E-promotion
1
1
1
1
1
Summer Seafood E-promotion
1
1
1
1
1
JD & No1store E-Festival 06.18
1
1
1
1
1
Moon Festival E-Promotion
1
1
1
1
1
T-Mall & Amazon E-Festival 11.11
1
1
1
1
1
New Year E-promotion
1
1
1
1
1
Chinese New Year E-promotion
1
1
1
1
1
Womai Regular E-promotion (National)
1
1
1
1
1
Womai Daily E-promotion (Regional)
1
1
1
1
1
Sfbest Daily E-Promotion (National)
1
1
1
1
1
Tootoo Daily E-promotion (Regional)
1
1
1
1
1
Benlai Daily E-promotion (National)
1
1
1
1
1
Amazon Daily E-Promotion (National)
1
1
1
1
1
No1store Daily E-promotion (National)
1
1
1
1
1
JD Daily E-promotion (National)
1
1
1
1
1
Tmall Daily E-promotion (National)
1
1
1
1
1Slide76
China Important E-Commence Platform List
and Vertical Food E-Commence Companies ListChina Current Leading E-Mall and E-store Ranking
Name (CH)
Name (EN)
Head office
Web Address
Alexa Traffic Global Ranking
Alexa Traffic China Ranking
Notes
淘宝
Taobao
Hangzhou
www.taobao.com
10
3
belongs to Taobao/Alibaba
天猫
Tmall
Hangzhou
www.tmall.com
43
8
belongs to Taobao/Alibaba
京东商城
Jingdong
Beijing
www.jd.com
80
14
largest E-store in China
亚马逊中国
Amazon China
Beijing
www.amazon.cn
112
18
No.1 E-bookstore in China
当当网
Dang Dang
Beijing
www.dangdang.com
285
46
No.2 E-bookstore in China
拍拍网
Pai Pai
Shenzhen
www.paipai.com
291
51
belongs to QQ.com
易迅网
51buy
Shenzhen
www.51buy.com
352
58
belongs to QQ.com
一号店
No.1 Store
Shanghai
www.yihaodian.com
672
109
belongs to Wal-Mart
苏宁易购
Suning
Nanjing
www.suning.com
578
112
largest off-line 3C chain store in China
一号商城
No.1 Mall
Shanghai
www.1mall.com
1555
200
belongs to No.1 Store
我买网
My Buy
Beijing
www.womai.com
6298
753
belongs to COFCO
顺风优选
Shunfeng Best Choice
Beijing
www.sfbest.com
10297
891
belongs to largest express transportation company Shunfeng
东方
CJ
Oriental CJ
Shanghai
www.ocj.com.cn
25367
2564
belongs to largest TV shopping channel in Shanghai
沱沱工社
Tootoo Community
Beijing
www.tootoo.cn
60581
5027
E fresh food store
本来生活网
Benlai
Beijing
www.benlai.com
58032
7172
with background of large media and leading IT company Tencent
易果网
E-fruit
Shanghai
www.efruit.sh.cn
76824
7607
specialized in fruit on-line salesSlide77
How Canadian seafood associations and exporters participate e-promotion and e-commerce in China?
Working Group: Each association or exporter should appoint a representative to work with Fan Xubing (GM Seabridge Marketing). It is most effective if the association or exporter establishes a working group to focus on the initiative to address marketing, logistics, etc. issues.Export and Delivery: Each product need to find importer in China and deliver the product to China before start of the e-promotion. If have retail package, welcome to sell retail pack product to China, otherwise bulk pack product are also acceptable for re-packing in China later.Product information and supporting documents: Each association or exporter need to provide detailed products information, pictures, supporting documents before start of e-promotion for product page and front page design and e-marketing.
Free Sample: Each association or exporter need to donate a certain quantity of free sample for on-line free tasting, luck draw, awarding etc. during e-promotion.Slide78
Cost for Canadian seafood associations and exporters to participate e-promotion and e-commerce in China?
E-promotion Fee: Depends on different scales, different products, different theme, different season e-promotion, Seabridge Marketing will charge different fee for participating, organizing, listing fee for e-mall and e-store, implementing, e-marketing, off-line activities, following-up, data collection and summary report services.
Multi Products Canadian Seafood E-Promotion
Strong Branding Product
Competitive Branding Product
Unique Product
Following Product
Coldwater Shrimp
Snow Crab
Salmon
Geoduck
Sea Scallop
Lobster
Greenland Halibut
Beef
Dungeness Crab
Oyster
(Canadian Dollar per E-promotion)
Surf Clam
Sea Cucumber
Pork
Ice Wine
Blue Mussel
Blue Berry
Capelin
Cherry
Spring Seafood E-promotion
6000
6000
6000
3000
3000
Dragon Boat Festival E-promotion
6000
6000
6000
3000
3000
Summer Seafood E-promotion
6000
6000
6000
3000
3000
JD & No1store E-Festival 06.18
12000
12000
12000
6000
6000
Moon Festival E-Promotion
6000
6000
6000
3000
3000
T-Mall & Amazon E-Festival 11.11
15000
15000
15000
7500
7500
New Year E-promotion
8000
8000
8000
4000
4000
Chinese New Year E-promotion
10000
10000
10000
5000
5000
Womai Regular E-promotion (National)
6000
6000
6000
3000
3000
Womai Daily E-promotion (Regional)
4000
4000
4000
2000
2000
Sfbest Daily E-Promotion (National)
6000
6000
6000
3000
3000
Tootoo Daily E-promotion (Regional)
4000
4000
4000
2000
2000
Benlai Daily E-promotion (National)
6000
5000
5000
2500
2500
Amazon Daily E-Promotion (National)
8000
8000
8000
4000
4000
No1store Daily E-promotion (National)
8000
8000
8000
4000
4000
JD Daily E-promotion (National)
10000
10000
10000
5000
5000
Tmall Daily E-promotion (National)
10000
10000
10000
5000
5000Slide79
Successful Samples of Canadian Seafood Marketing and E-PromotionSlide80
Seabridge Successful Seafood Marketing and E-Promotion Samples
Seabridge Marketing Co. Marketing Projects List: Seafood
Product
Client
Activities
Since
To
Achievements
Norwegian Salmon
Norwegian Seafood Council
marketing, retail promotion, food service, training, media
2003
2012
10000 tons (2003) to 80000 tons (2012)
Norwegian Herring
Norwegian Seafood Council
market study, retail promotion, media
2006
2009
------
Canadian Coldwater Shrimp
Canadian Association for Prawn Producers
marketing, retail promotion, e-promotion, media
2006
now
22000 tons (2008) to 35000 tons (2013), Canada 70% market share
BC Geoduck
Underwater Harvesters Association
market study, marketing, food service, media
2011
now
1600 tons (2013), China & HK 90% market share
NB & PEI Lobster
NB & PEI Department of Fishery, Fishery Council Canada
marketing, food service, media
2008
2012
500 tons (2008) to 7830 tons (2013), Canada 45% market share
NB & PEI Snow Crab
NB and PEI Department of Fishery
marketing, food service, media
2008
2008
dropped from 9000 tons (2010) to 5000 tons (2013)
BC Sablefish
Canadian Sablefish Association
market study
2013
2013
------
US Louisianan Seafood
Louisianan Seafood Promotion & Marketing Board
market study
2012
2012
------
Spanish Farmed Turbot
Pescanova Sa.
markeitng, food service, media
2011
2012
------
Barents Sea Atlantic Cod
Ocean Trawlers Co.
market study, marketing, media
2013
now
100 (2013) tons to 1000 tons (2014)Slide81
Miaoxiansheng (imported fresh food) Canadian lobster and coldwater shrimp
E-Promotion at Tmall.comSlide82
Tmall Canadian lobster Sales: One E-store selling
Clearwater brand lobster
http://detail.tmall.com/item.htm?spm=a220m.1000858.1000725.51.clEynH&id=39017576543&areaId=110100&cat_id=2&rn=157a0b6796b7872bff93a3daffa12690&user_id=1678488000&is_b=1Slide83
Canadian Seafood E-Commerce Free TastingSlide84
Tmall Free Tasting: New and Low Cost
E-Marketing & Pre-Warming VehicleTmall free tasting: No.1 on-line shoppers application for free tasting.Tmall free tasting: More free tasting application and new products exposure than any other e-malls, e-stores and any other gastronomy/recipe social media platforms.Slide85
Tmall Free Tasting: Canadian Coldwater Shrimp
Applicants numberSlide86
Tmall Free Tasting: Canadian Lobster
Applicants numberSlide87
Beijing Seabridge Marketing Co.
The most professional seafood marketing company in China.Established in 2003 with more than 10 years experiences in China.Exclusive marketing agent for: Norwegian salmon, Canadian coldwater shrimp, Canadian lobster, Canadian snow crab, BC geoduck and important marketing agent for Australian beef and lamb, NZ beef and lamb in China market. All these products are currently the top 10 selling imported seafood and imported meat products in China both for e-commerce and for traditional distribution channels.Contact:Fan Xubing, GM Beijing Seabridge Marketing Co.Email:
fanxb@seabridge-china.com
Phone: +86 13311369269, +86 10 58768918
Website:
www.seabridge-china.com