Market Intelligence Study Tour to
Shanghai China – Combination Research
Travel Grant and Industry
Dr Jo-anne Freeman
University of the Sunshine Coast
Project No. 2010/713
Copyright Australian Seafood CRC and University of the Sunshine Coast 2010
This work is copyright. Except as permitted under the Copyright Act 1968 (Cth), no part
of this publication may be reproduced by any process, electronic or otherwise, without the
specific written permission of the copyright owners. Neither may information be stored
electronically in any form whatsoever without such permission.
2
Debrief of Export Market intelligence Platform
Note: this report is based on 2 pilot studies executed in Seoul, South Korea 2009 and
Shanghai, China 2010
Complete by Dr Joanne Freeman, University of the Sunshine Coast
5 May 2010
3
Table of Contents
Page No.
1.
Introduction
1
2.
Focus of the Project
2
3.
Research Justification
3.1
Contribution of SME to Australia’s Export Performance
3.2
Capability Development
3.3
Reducing Export Risk
3
3
4
5
4.
Pilot Study 1: Seoul, South Korea
4.1
Field Research
4.2
Snapshop of Pilot Study 1 (full report available through CRC)
6
6
10
5.
Pilot Study 2: Shanghai, China
5.1
Field Research
5.2
Participants’ Reflection
11
12
17
6.
Industry Capacity Building (outputs)
26
7.
Communication and Sharing of Knowledge
27
8.
Recommendations for Future Market Intelligence Projects
28
Tables
Table 1 South Korea Research Teams
Table 2 Trader Data Collection Locations (Sth Korea)
Table 3 Interviews and Meetings (Sth Korea)
Table 4 China Research Team
Table 5 One-on-one Meetings (China)
Table 6 Retail Outlets (China)
Table 7 Trade Dta Collection Locations (China)
6
7
7
11
13
14
14
Figures
Figure 1 Trader Survey (Sth Korea)
Figure 2 Consumer Survey (Sth Korea)
Figure 3 Trader Survey (China)
8
9
15
Pictures
Picture 1 Jonas Woolford at Shanghai Oriental International Fisheries Market
Picture 2 Collecting data at Tong Chung Aquatic Product Market
Picture 3 Meeting at Austrade, Shanghai
Picture 4 Meeting at Lans Club organised by The Grey Group
17
18
19
20
Appendices
Sunshine Coast Daily Sunday 6 September 2009
Sunshine Coast Daily Monday 19 October 2009
i
1.
Introduction
Due to the importance of export to the seafood industry, CRC members identified an export
market intelligence project as a priority project. The project engages the University of the
Sunshine Coast, an industry leadership group (CRC members) and CRC industry
participants to generate industry led research. Through the recruitment of 3rd year,
international business students (note: only students that have maintained a high level of
attainment throughout their university studies are accepted into the program) and industry
participants as primary data collectors, the project will not only develop a new generation
of potential seafood industry personnel into the industry but will also extend the knowledge
and experience of the seafood industry. Furthermore, the project will provide CRC
members the forum to develop other export market related skills through the expert
leadership group.
2.
Focus of the Project
The largest percentage of Australia’s seafood is directed towards the Asian region with
Hong Kong being the largest market and worth approximately $AUD447 million, (a major
percentage of this trade ends up in China) followed by Japan (AUD305 million), United
States (AUD115 million), China (AUD59 million) and Taiwan (AUD50 million). Of the
sectors within the industry, prawns, abalone, rock lobster and tuna are the main export
earners (ABARE 2007). In line with CRC’s priority focus on Asia and particularly the
China initiative, this project is therefore supporting current CRC projects but more
importantly adds further value by providing the following outputs to the CRC members:
(i)
A CRC industry export leadership group will be created that consists of experienced
CRC export participants along with additional members from new emerging
exporting businesses. The formation of this group will provide the platform for
continual professional development opportunities for CRC members. Furthermore,
the leadership group will be working in collaboration with the University of the
Sunshine to determine priority markets for the whole of industry.
(ii).
Consolidated secondary market intelligence that highlights general market
characteristics and demographics, an overview of the export market seafood
industry incorporating the general structure, trade and production statistics and
other related information.
1
(iii)
Interpretable export market intelligence reports through in-depth field research
involving the University of the Sunshine Coast working collaboratively with CRC
industry participants. The reports not only include informative primary data
collected in the market but also provide recommendations and strategies for future
CRC seafood exporters.
Essentially the overall aim of the Export Market Intelligence project is to not only identify
export opportunities for CRC members but to provide export intelligence and strategies to
reduce the risk of doing business in a globally competitive environment.
3.
Research Justification
3.1
Contribution of SME to Australia’s Export Performance
Export provides a way to assist nations improve their balance of payment, trade deficit,
employment rate and overall standard of living. However, due to the rapid globalisation of
markets, the pace of technological change and the decline of government imposed barriers,
it is becoming increasingly difficult for Australian small to medium (SMEs) seafood
businesses to isolate themselves from export markets and foreign competition (Andersson,
Gabrielsson & Wictor 2004; Fillis 2007). In fact, Balabanis, Theodosiou and Katsikea
(2004, p. 353) states “virtually all firms, irrespective of size, industry or national origin, are
now confronted with the consequences of this new commercial reality, and have realised
that choosing not to participate in global markets may no longer be an option”. As the
SME sector is a major contributor to the overall performance of the Australian economy
and indeed the global economy the practical implication of research that enhances SME
performance is critical. The significance of SMEs in job creation, technological
innovation, and economic rejuvenation is generally recognised among economists,
management theorists, and policy makers (Westhead et al. 2002; Westhead, Wright &
Ucbasaran 2004; Yeoh 1994). By exporting a proportion of their sales abroad, SMEs can
reduce the dependence and saturation and/or shrinkage of the domestic market (Leonidou
1998). Seafood business managers can thus adopt exporting as a strategy to increase
corporate growth, production capacity and financial performance, strengthen their
competitive advantage and ensure company survival in a highly globalised marketplace
(Julian & Ali 2009; O'Cass & Julian 2003).
More specifically to the Australian seafood industry, improving the export performance of
seafood businesses in regional locations has become an area of emerging importance to
governments and researchers alike (Department of Transport and Regional Services 2003;
MacGregor & Varazalic 2005). It has been argued that the solution to reinvigorating the
2
economy in regional locations is to stimulate the growth of existing small businesses
through exporting (Larsson, Hedelin & Garling 2003; Vatne 1995). Regional SMEs are
growing more slowly than metropolitan SMEs and on average are half as profitable as their
metropolitan counterparts (Department of Transport and Regional Services 2003). In
addition, people living in metropolitan areas on average enjoy higher incomes than people
living in the regions and this gap is increasing (Lloyd, Harding & Hellwig 2001). Yet
regional business contributes 50 percent to the nations export income which implies that
SME exporters have the potential to become a major contributor in developing regional
economies (MacGregor & Varazalic 2005).
Regional Australia can only survive with
strong, growing businesses that in turn create strong, energetic regional communities and
SMEs have been identified as the wealth generators and job providers for regional
Australia (Department of Transport and Regional Services 2003).
Exporting therefore is fundamental to sustaining and developing Australia’s regional
locations as exporting has the potential to provide jobs, income, infrastructure and
production facilities which in turn provides flow on benefits specific to these locations
(Department of Foreign Affairs and Trade 2002). In Australia, the federal, state and
territory governments, all play important roles in determining the business environment
affecting SMEs, as well delivering programs and services to assist businesses to grow and
prosper. Growing the Australian exporting community including the SME seafood export
sector will in effect help more Australian businesses grow, benefit from knowledge
transfers and ultimately become more internationally competitive. As a result the spillover
effect will contribute to improving employment, productivity and the standard of living. It
is important therefore that strategies developed and facilitated by policy makers (such as
the Seafood CRC initiative) can be both improved and better directed through the
identification of appropriate projects that can in fact effectively assist the seafood SME
community (eg The Export Market Intelligence Platform).
3.2
Capability Development
Arguably, experience and knowledge (information capability) are critical factors for firms
engaging in exporting where competitive practices are generally more sophisticated than
those employed domestically (De Toni & Nassimbeni 2001; Manolova et al. 2002). Nakos,
Brouthers and Brouthers (1998) assert that knowledge and experience gained from
international business generates business opportunities as managers with extensive foreign
knowledge and experience can draw on their network to expand abroad. Therefore firms
with reasonably high levels of information capability knowledge and experience possess a
more comprehensive understanding of export market forces and are more likely to achieve
higher export performance levels than others (Wolff & Pett 2006). Information capability
has been accepted in the literature as a critical component in making effective and efficient
export market decisions (Leonidou & Theodosiou 2004; Toften 2005). In fact, Eisenhardt
3
and Martin (2000) and Keh, Nguyen and Ng (2007) claim manipulation of information
capability is critical for sustained competitive advantage. In fact, the accumulation of
specific market information has the ability to increase a firm’s international competitive
advantage (Goll, Johnson & Rasheed 2007; Loane & Bell 2006; Srivastava, Shervani &
Fahey 1998).
However, increasingly, exporters consistently rate lack of information as a major barrier to
entering new markets (Diamantopoulos et al. 2003; Kropp, Lindsay & Shoham 2006;
Leonidou 2004). In many instances exporting firms face challenges in identifying export
opportunities, conducting research into foreign markets and interpreting such information
(Rundh 2003). Market research activities imply that information acquisition is a
precondition for SMEs to make rational market entry decisions to achieve high export
performance (Wolff & Pett 2006). Due to many SMEs’ haphazard approach to export
market information acquisition and use, the firm’s risk to exporting increases as decisions
are often based on purely gut feeling and/or personal experience as opposed to informative
decision making (Fung, Chen & Yip 2007).
3.3
Reducing Export Risk
Reducing export risk would therefore increase a firm’s willingness to allocate more
resources to developing export markets which create positions of advantage over time
(Gripsrud, Solberg & Ulvnes 2006). To that end, relevant, accurate and timely information
is a vital capability that enables SMEs to respond to changing export markets (Katsikeas &
Morgan 1994). Having the capabilities necessary to access market intelligence in more
diverse and turbulent environments helps minimise unfamiliarity with export markets and
to a greater extent helps to decrease uncertainty in the export venture (Gumede &
Rasmussen 2002; Jones & Crick 2004; Shoham, Rose & Kropp 2005). Consequently,
information is an important capability in order to deliver consistently high quality products
and services as well as creating superior customer value (Balabanis 2001; Key, Nguyen &
Ng 2007; Trabold 2002).
In fact in a more recent study by the researcher (Freeman 2009), which focused on the
challenges of SME exporters, which included seafood exporters, international market
knowledge was found to be crucial for firms to be successful in export market activities.
Firms accumulate knowledge of foreign markets through experience (such as market visits)
(Cavusgil & Zou 1994; Li & Ogunmokum 2001). Therefore the better the understanding
of an export market, the more an SME can develop planning activities that suits the
characteristics of the market, which in turn will be more likely to boost overall export
performance. There is strong consensus across the literature and in the SME community
acknowledging that increased market intelligence is becoming critical for SMEs operating
in export markets due to the increasing level of uncertainty and complexity that exist across
4
national boundaries (Hart, S. & Tzokas 1999; Lim, Sharkey & Kim 1996; Toften 2005).
Since lack of knowledge of the changing conditions prevailing in export markets has been
identified, efforts must be made to develop relevant, comprehensive and useful market
intelligence tools readily available to SME businesses.
Previous research and supported by the results of the study by Freeman (2009), established
that superior export performance is influenced by a firm’s ability to monitor and make
adjustments when required, to the conditions in the export market environment. First firms
need to be provided with current in-market and industry information and second, specific
opportunities in export markets could be presented which include, industry events,
networking opportunities, trade missions, trade shows and also outbound and inbound
market visits. Consequently, SMEs need more relevant assistance from government
agencies to provide them with the necessary export market related information which
includes market knowledge and identification of appropriate networking associations and
updates regarding the business activities and opportunities available in specific targeted
export markets.
4.
Pilot Study 1: Seoul, South Korea
All costs for Pilot Study 1 were funded by the University of the Sunshine Coast and the
research teams.
The first pilot study was run as part of an existing course within the International Business
Program. The pilot study required the submission of a team report that investigated,
through secondary and primary sources, the export potential of Australian seafood products
into South Korea. This pilot project was designed to give students an opportunity to
undertake practical export research for the Australian seafood industry along with testing
the viability of collecting, analysing and reporting quality research outcomes that provide
valuable insight into the Korean market for CRC members. The research team consisted of
14 research students and the Research Leader, Dr Joanne Freeman (see Table 1).
5
Table 1 South Korea Research Teams
Seafood Sector
Southern and Western Rock Lobster
Research Teams
Chelsey Parish
Thalia Van den Boogaard
Lee Kyeonghun
Metin Sulimani
Marion Gironnet
Ben Manning
Rachael Mackay
Firas Zein
Mathilde Wadoux
Moea Theroux
Natalia Tintori Costa
Annika Luscombe
Paul Von dohren
James Elsayed
Dr Joanne Freeman
Abalone
Tuna
Yellowtail Kingfish
Research Leader
4.1
Field Research
The results from the pilot study are based on both primary data, which was collected in
South Korea (Korea) and secondary research findings. Primary data was gathered through
the use of surveys conducted in fish markets (Refer to Table 2), and meetings with highend hotels and restaurants in Seoul and Incheon. Data was also gathered through one-onone meetings with government agencies in Seoul which included, Austrade, Korea TradeInvestment Promotion Agency (KOTRA), Trade Queensland and Korean Maritime
Institute (Refer to Table 3). Finally data was also collected from seafood consumers in
order to elicit market perceptions ad choices regarding seafood purchases. Refer to Figure
1 for Trader Survey and Figure 2 for Consumer Survey.
Table 2 Trader Data Collection Locations
Date
Location
15 September 2009
Namdaemun markets
17/18 September 2009
Noryanjin fish markets
19 September 2009
Garak markets
6
Table 3 Interviews and Meetings
Interviews and Meetings
Date
16 September 2009
Name
Mr. T. C. Jeoung
Position
Executive Chef
Company
Miyabi Restaurant,
Sheraton Hotel, Incheon
Under the Sea, Seoul
(large seafood buffet
restaurant)
15 September 2009
Mr. J. S. Sin
Executive Chef
15 September 2009
Unknown
Executive Chef
The Pacific Hotel, Seoul
(4 star hotel)
22 September 2009
Mr. C. R. Park
Executive Chef
Sejong Hotel, Seoul
(5 star hotel)
21 September 2009
Dr. Joo
Team Leader
Korean Maritime
Institute
15 September 2009
Ms. Young Yu
Trade Commissioner
15 September 2009
Ms. Myung-Hwa Lee
Business Development
Manager
17 September 2009
Ms J Bae
Importer
Mr. Todd Sample
Manager, Public Relations
Team
18 September 2009
Australian Trade
Commission
(AUSTRADE)
Australian Trade
Commission
(AUSTRADE)
Aqualink
Korean TradeInvestment Promotion
Agency (KOTRA)
7
Figure 1 Trader Survey
Head Researcher: Joanne Freeman
Lecturer International Business
University of the Sunshine Coast
Email: jfreeman@usc.edu.au
CONFIDENTIAL QUESTIONNAIRE
Understanding the South Korean Seafood
Industry
Have you ever traded Australian seafood products?
Yes 
No 
If yes, what types of Australian seafood products have you
traded?
If no, is there any specific reason you have not traded
Australian seafood products?
Please state the name of the country where you purchase
most of your seafood products?
Who do you buy your seafood products from?
How much seafood product do you import? In percentage
term.
What seafood products sell the best?
What comes to mind when you think about Australian
seafood? Probe for positive and negatives responses. Also
ask the trader what he thinks about your specific product (do
they think there is any potential in South Korea)
Who do you sell your seafood products to?
Direct to retail buyer
Direct to food services buyer
Direct to consumer
Direct to another wholesaler
Other (please specify)
When purchasing seafood products please indicate the
importance of the product attributes you look for? Please
note “7” is very important.
Please 
% Percentage of Sales
Rating of Attributes
Not at all
Important
1
2
3
4
5
Very
Important
6
7
Good value for money
Quality
Good food safety record
Consistent product supply
Caught/Grown in pristine clean waters
Responsive suppliers
Different/Exotic species
Available live
Available frozen
Available chilled
Recognised brand or country of origin
Other (specify)
8
Figure 2 Consumer Survey
Head Researcher: Joanne Freeman
Lecturer International Business
University of the Sunshine Coast
Email: jfreeman@usc.edu.au
CONFIDENTIAL QUESTIONNAIRE
Understanding the South Korean Seafood
Industry
Yes 
Have you ever eaten Australian seafood products?
No 
Don’t Know 
What types of seafood products do you usually purchase?
Do you know what county the seafood products you
purchase come from? If yes, please state.
How many times a week do you eat seafood?
How many people live in your home?
Where do you purchase most of your seafood products
from?
How do you prefer to purchase your
seafood products?
Please indicate with a “”.
Which age bracket do you belong to?
Please indicate with a “”.
Fillets
Whole
Fish
18 – 35
Fresh
Frozen
36 – 50
Live
Other
form
Over 50
When purchasing seafood products please indicate the
Rating of Attributes
importance of the product attributes you look for?
Not at all
Very
Please note “7” is very important.
Important
Important
1
2
3
4
5
6
7
Good value for money
Quality
Consistent product supply
Available live
Available frozen
Available chilled
Taste
Size
Recognised brand or country of origin
Different/Exotic species
Other (specify)
What comes to mind when you think about Australian
seafood? Probe for positive and negatives responses. Also
ask the consumer what they think about your specific product
(would they consider buying the product?)
9
4.2
Snapshop of Pilot Study 1 (full report available through CRC)
Through detailed analysis of the South Korean seafood industry, including production,
trade, distribution, pricing and market trends, the pilot study identified the export potential
of Australian seafood into South Korea (Korea). Specifically this pilot study focused on
the export potential of Abalone, Western and Southern Rock Lobster, Tuna and Yellowtail
Kingfish. Korea is an attractive export destination for Australian seafood exporters due to
its stable growth, liberal trade focus, modern infrastructure, and the pending completion of
the Australia-Korea free trade agreement which will provide further incentive with the
removal of the 10-20 percent tariff currently applied to Australian seafood products. The
Korean seafood market is one of the largest in the world, with Koreans being the largest
consumers of seafood per capita in the world. High levels of seafood consumption due to
health consciousness and the growth of an affluent middle class further enhance the
potential of the Korean market.
From the field research it was determined that the Korean seafood industry is complex in
its structure, with many parties involved in the seafood distribution process. The market in
Korea is competitive with both domestic and imported products saturating the market.
However there are still many developing trends for Australian seafood. A prevailing theme
throughout the research was the substantial lack of awareness of Australian seafood. At the
same time however, there were indications that some species could create their own
“niche” within Korea with the appropriate promotional efforts.
The Australian seafood industry has the opportunity to raise its profile within Korea to
become a leading supplier of premium seafood. Results from primary research conducted
in Korean during September 2009 along with secondary research have indicated that
potential opportunities exist for Australian seafood products. The main challenge for the
Australian seafood industry is the general lack of awareness of Australian seafood amongst
both Korean seafood traders and consumers. As a consequence, a comprehensive
educational promotion campaign to educate consumers, similar to the Aussie Beef
campaign, is recommended. Given that the results are encouraging, premium product
positioning could be supported by promoting and supplying premium grade product only,
adopting a differential pricing strategy and limiting distribution to high end restaurants and
department stores.Finally Australian seafood exporters, especially the first time exporter,
should engage a Korean importing and distribution company with experience in sales and
promotion of gourmet seafood who has established relationships with high end restaurants
and department stores.
Refer to Appendix 1 and 2 for media coverage of Field Study 1.
10
5.
Pilot Study 2: Shanghai, China
All costs for Pilot Study 2 were funded by the University of the Sunshine Coast, the
research teams Seafood Services Australia and a CRC industry travel bursary.
The second pilot study was further enhanced with the inclusion of industry representatives
from 3 different seafood sectors. The industry representatives formed part of the 3 research
teams that were established for the market intelligence field trip (see Table 4). Once again
the study was lead by Dr Joanne Freeman with Seafood Services Australia providing the
services of Simon Liu as the China expert and translator. The aim of the second pilot study
was to build upon the learnings from the first pilot study in collaboration with industry
representatives to develop an industry led market intelligence project. By collaborating
and working with industry participants and Seafood Services Australia in the export
market, the market intelligence collected was thereby specific to industry needs and
focused on the future needs of the Australian seafood industry.
The field trip was conducted over a 2 week period and the 3 research teams (Refer to Table
4) were expected to accomplish (at the very minimum) the activities set out in the semi
structured itinerary provided before arriving in China.
Table 4 China Research Teams
Seafood Sector
Southern Rock Lobster
Abalone
Pacific Oysters
Research Leader
China Expert/Translator
Research Teams
Darcy Brooke
Thalia Van den Boogaard
Lee Kyeonghun
William Ferguson
Gregory Grunert
Ben Manning
Hayley Storey
Jonas Woolford
Robyn Mahood
Emma Barton
Daniela Swartz
Christine Holden
James Calvert
Dr Joanne Freeman
Simon Liu
Of course once on the ground further meetings and seminars were coordinated. Generally
though the following activities were completed:
11
1.
Multiple visits to the 4 main Shanghai/Pudong seafood wet markets where surveys
were conducted to collect data specifically relating to distribution, product
attributes, seafood preferences and perception of Australian seafood. The research
team achieved a very acceptable response rate with 190 surveys completed. The
prominent seafood markets in Shanghai are:
(i)
(ii)
(iii)
(iv)
2.
3.
4.
5.
5.1
Tong Chuan Aquatic Product Market
Shanghai Oriental International Fisheries Market
Jiangyan Aquatic Product Market
Shannon Piyuqiao Market
Prearranged meetings/seminars with Austrade, Trade Queensland and The Grey
Group.
These meetings provided the research teams with a general overview of China
along with a more in-depth insight into the Chinese seafood industry, consumer
trends, cooking styles and product forms.
Observational research conducted at prominent retail chains such as Metro,
Carrefour and City Supermarket. The research teams were able to identify
competitive products, forms and prices. The Metro and Carrefour retail chains were
found to be more appropriately positioned to stock Australian seafood.
Meetings with chefs at high end restaurants and hotel chains.
Note: it was found that the most effective technique to achieve a reasonably high
success rate was to cold calling taking into account the dining and preparation
times.
Meetings with identified distributors and wholesalers.
Note: relevant companies/individuals were identified as a direct result from
conducting trader surveys in the wet markets.
Field Research
Once again the results from Pilot Study 2 were based on both secondary (collected prior to
the research market field trip) and primary data captured in and around Shanghai and
Pudong, China. Data was also collected via one-on-one meetings with government
agencies and other related agencies in Shanghai such as, Austrade, Trade Queensland and
The Grey Group who are currently working with the Australian Abalone Council in China.
Primary data was also gathered through the use of surveys and interviews conducted at fish
markets, high-end hotels and restaurants and retail outlets in Shanghai. Refer to Table 5
for details of one-on-one meetings held over the duration of the field trip, Table 6 for
details and locations of retail outlets investigated and finally, Table 7 for location and dates
that data was collected at seafood markets.
12
Table 5 One-on-one meetings
Date
Name
Position
Company
29/3/10
Stella Chai
Austrade
30/3/10
Zijian Zhang
Business Development
Manager, Austrade Shanghai
Trade Commissioner
30/3/10
Martin Eigenmann
Food and Beverage Manager
Sofitel
30/3/10
Gilbert Steiner
Executive Chef
Sofitel
30/3/10
31/3/10
Roy Dibyendu
Shanghaibing Tian
Chef De Cuisine Tables
Trader- Dried Product
The Portman Ritz-Carlton
Tong Chuan Aquatic Product Market
31/3/10
Wu Qiang
General Manager
Fuga Restaurant
2/4/10
Maik Damm
Executive Chef
Binjiang One Snow Bar, Pudong
5/4/10
Zijian Zhang
Trade Commissioner
Trade Queensland
5/4/10
Gus Gu
Manager – Canned and dried
abalone trader
6/4/10
Chrisa
Head Waitress
Sahnghai Penguin Trading
Development co.ltd. (Franchisee of Tas
Live Abalone)
Really Good Seafood Restaurant
6/4/10
Hamish Pollit
Executive Chef
M on the Bund
6/4/10
Axel Harmand
Food and Beverage Manager
The Legham
6/4/10
Min Long Dai
Manager - Dried Abalone trader
6/4/10
Canny Lam
Purchasing officer
Shanghaitian lan seafood Business
(Tong Chuan market: dried product
wholesaler)
Shangri-La Pudong
7/4/10
Emmanuel Souliere
Executive Chef
Hilton Shanghai
7/4/10
Shawn Lei
Manager
Lans Club
7/4/10
Naveen Rao
Grey Group
7/4/10
John Deng
Chief Strategy and Planning
Officer
Consumer Insight Manager
7/4/10
Stewart Szeto
Project Director
Grey Group
7/4/10
Sylvia Sui
Account Director
Grey Group
8/4/10
Calvin Chan
General Manager
Zen Chinese cuisine
Xintqindi Shanghai Orange Moonsha
Tappanyaki moonsha.net
9/4/10
Xue Chung Fa
Tong Chuan Aquatic Product Market
9/4/10
Qiu Zhiqin
Marine Loong Da Wholesalers
Shanghai branch
Seafood Sales Manager
Trade Queensland, China
Grey Group
Fish HD From Metro Jinjiang Cash and
Carry Co., LTD. 1425 Zhenbei Road,
Putuo District Putuo Shanghai
13
Table 6 Retail Outlets
Date
Retail Outlet
Location
30/3/10
City Shop
30/3/10
Orient Department Store
30/3/10
SUGO
Shanghai City Supermarket Co., Ltd. (near The Portman Ritz-Carlton
Hotel) The Portman Ritz-Carlton, B1 Shanghai Centre, 1376 Nanjing Xi
Lu,
Shanghai Orient Shopping Center
8 Caoxibei Lu, Shanghai
Jiu Guang Department Store (City Plaza), 2/F, 1618 Nanjing W.Rd
6/4/10
Metro
Metro store 1: 1425 Zhenbei Road, Putuo District Putuo Shanghai
6/4/10
Metro
Metro store 2: 418 Guangyue Road, Hongkliou, Shanghai
6/4/10
Carrefour
268 South Shui Cheng Road, Gubei Shanghai
7/4/10
Carrefour
185 Fangdian Road, Pudong Xinqu
Table 7 Trader Data Collection Locations
Shanghai/Pudong Seafood Wet Markets
Date
Location
Purpose
31 March 2010
Tong Chung Aquatic Product Market
1 April 2010
Tong Chung Aquatic Product Market
Observation research and
survey testing
Trader Surveys
2 April 2010
Shanghai Oriental International Fisheries Market
Trader Surveys
6 April 2010
Tong Chung Aquatic Product Market
Trader Surveys
7 April 2010
Tong Chung Aquatic Product Market
Trader Surveys
7 April 2010
Jiangyang Aquatic Product Market
Trader Surveys
8 April 2010
Shannong Piyuqiao Market
Trader Surveys
As can been seen in Figure 3, the Trader Survey was modified and further developed as a
result of findings collected in Pilot Study 1. The research teams were able to collect more
extensive data to include country of origin effect, knowledge of Australian seafood,
perceptions of Australian seafood, usage of seafood purchase and intention to purchase.
14
Figure 3 Trader Survey
Lead Researcher: Joanne Freeman
Lecturer, International Business
University of the Sunshine Coast
Email: jfreeman@usc.edu.au
ANONYMOUS QUESTIONNAIRE
Understanding the Chinese
Seafood Industry
How long have you been a seafood trader? __________
Have you ever traded Australian seafood products in the past 1 or 2 years? Yes  No 
Crab
Fish
(type)
6．When purchasing seafood is obtaining good value for money of
great importance?
7．When purchasing seafood is obtaining premium quality of great
importance?
8．When purchasing seafood is food safety of great importance?
9．When purchasing seafood is consistent product supply of great
importance?
10．When purchasing seafood is the availability of a variety of
species of great importance?
11．When purchasing seafood is the environment from where the
product is caught or farmed of great importance?
12．Do you believe that Australian seafood offers the best value for
money compared to other foreign seafood?
13．Do you believe that Australian seafood offers the most
premium quality compared to other foreign seafood?
14．Do you believe that Australian seafood offers the best food
safety record compared to other foreign seafood?
15．Do you believe that Australian seafood has the most consistent
product supply compared to other foreign seafood?
16．Do you believe that Australian seafood has the most variety of
species compared to other foreign seafood?
17．Do you believe that Australian seafood comes from the most
pristine clean green environment compared to other foreign
seafood?
18．When your customers buy seafood as a gift, do you believe
they would prefer to buy Australian seafood than Chinese seafood?
15
Other
Strongly
Disagree
Prawns
Disagree
Even though you may not have traded Australian seafood
before, I am hoping you could share some of your thoughts
about Australian seafood to help us with our research.
Rock
Lobster
Slightly
Agree
Neither
Agree or
Disagree
Slightly
Disagree
Oyster
Agree
Abalone
Strongly
Agree
1．If yes, what types of Australian seafood
products have you traded? Please indicate ()
2．If no, is there any specific reason you have not
traded Australian seafood products?
3．Please state the name of the country where
you purchase most of your seafood products.
4．How much seafood product (in percentage
terms of your total stock) do you import?
5．What seafood products (either domestic or
imported) sell the best?
19．When your customers buy seafood as a gift, do you believe
they would prefer to buy Australian seafood to other foreign
seafood?
20．When your customers buy seafood for consumption, do you
believe they would prefer Australian seafood to Chinese seafood?
21．When your customers buy seafood for consumption, do you
believe they would prefer Australian seafood to other foreign
seafood?
22．When your customers buy seafood it is important for them to
know what country the product is from.
23．When you buy seafood for your store it is important for you to
know what country the product is from.
24．Do you believe you have a lot of knowledge about what
seafood is available from Australia?
25．Do you believe that Australian seafood is difficult to source?
26．Do you believe you have a lot of knowledge about what
seafood is available from other countries?
27．Do you believe you have a lot of knowledge about what
seafood is available from China?
28．If your customers ask you, would you recommend they buy
Australian seafood?
29．If your customers ask you, would you discourage them from
buying Australian seafood?
30．Do you intend to purchase Australian seafood in the future?
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5.2
Participants’ Reflections of Pilot Study 2
James Calvert. I would like to pass on my appreciation to all the students which were
involved on the trip, they all conducted themselves very well and what an impressive
young group they are. If this is the future for our and other industries, then we are in good
hands. There were a few stand out students that would need little training to adapt
themselves to business.
I personally had a great experience and now have a better understanding of the multi
complex supply chain which is Shanghai. Out of the trip I have a couple of very positive
leads and contacts which I am hoping will eventuate into future business. I am looking
forward to coming up to QLD for the presentation and to catch up with all that were
involved and maybe share a coffee or two ….
Jonas Woolford. This research tour has been extremely beneficial for my learning and the
information gained by the delegation is extremely important to the Australian seafood
industry. The students conducted themselves most professionally and I believe it is
working relationships such as this will see some of them continue in the seafood industry.
This can only be a plus for the future of Australian seafood to expand the scope and include
up and coming trained professionals.
Being part of the delegation to Shanghai,
China for me was a very worthwhile
experience. It gave me the opportunity to
learn more not only about abalone but
seafood in general in the Shanghai market.
It was a pleasure to work with the
motivated, professional, young team from
the University of the Sunshine Coast, Dr
Joanne Freeman, Simon Liu, James Calvert
and William Ferguson. It was encouraging
to hear that some of the students after
completing their studies in International
Business are keen to pursue careers in the
Australian Seafood Industry.
Picture 1: Jonas Woolford at Shanghai Oriental
International Fisheries Market
17
Emma Barton. Thoroughly enjoyed my ENTIRE trip to Shanghai. It was an amazing two
weeks that resulted in great deal of personal reflection regarding career
direction/development. Secondly, it was the most satisfying way to get under the skin of
Shanghai to see what really makes its' seafood industry swim! My first introduction to the
Far East and by far the best way to see, live and feel a country is undoubtedly mixing it
with the locals and getting all nitty gritty in the fish markets. Traipsing around the stinky
markets and dancing our interpretive Chinglish with the locals, desperate to get some,
ANY information about trading seafood... or more importantly Aussie seafood. Without an
interpreter, there was a lot of interpretive dance and gentle coaxing for the traders to
continue to the next question so we could walk away with surveys full of rich data. Trying,
testing and tiring, it was SO worth getting down and dirty in the markets and I wouldn't
have it any other way to collect the information we needed or to see the underbelly of the
country.
Picture 2: Collecting data at Tong Chung Aquatic Product Market
Collaborating with the industry guys was great too. We especially enjoyed our time with
James Calvert (Tas Prime Oyster farm general manager), a wealth of information at our
fingertips, which took the guesswork out of our observational research. We later
developed a strategy were the industry rep. would approach restaurant chefs or purchasing
managers with his business card explaining he was from Australia researching seafood
trade opportunities rather than approach from the "we are students from Uni" angle. We
were received more openly and any original gatekeepers dissolved into insignificance.
Excellent. I just wish we had more time with the industry guys before the trip began, so we
18
were all on the same page to 'plan' what we each needed to gain from the trip. The
injection of information from Grey Group's 'Eye on Asia' had me sitting on the edge of my
seat the entire presentation! Was I the only one so excited about the prospects of China
and our partnership with the emerging giant?
Austrade and Trade Queensland
presentations were also invaluable. Highly recommend government and Grey Group
presentations for future research tours.
Picture 3: Meeting at Austrade, Shanghai
It was a very successful two weeks in Shanghai. Very satisfied with the grass-roots
experience we gained from visiting the markets, restaurants and retailers and talking about
the ins and outs of the 'direct' side of the industry with the 'Boss Lady' from Tong Chuan
Markets. Overall, all students worked well together to produce a final outcome guided
especially well by James Calvert and Jonas Woolford. Jonas was a wealth of information
in Shanghai, really approachable and judging from his current industry involvement in SA,
he really is an emerging entrepreneur and will do impressive things for our industry. Three
of the four oyster girls have planned to visit James' oyster farm; James' is more than willing
to further develop our understanding of the Australian oyster industry and general farming,
harvesting and exportation of our seafood. The intention of our visit was to offer more
depth of information to the final report to be produced and presented to industry. I would
highly recommend both industry reps for future trips as their expert knowledge, export
experience and efforts to work with students were evident.
19
The research tour was an absolute eye-opener. Opened my eyes to an industry I had never
considered before but am now very excited and genuinely interested in. It's more dynamic
than I imagined.
Picture 4: Meeting at Lans Club, Shanghai organised by The Grey Group
As my focus for Shanghai was pacific oysters, it's going to tricky but I can really see a
challenge for creating a demand for pristine Australian oysters and a need to inject them
into the Asian market. The hurdles are the on-going FTA negotiations and high tariffs (as
echoed by traders and restaurateurs). As a marketing and public relations undergrad, those
much sought after Chinese-Australian trade relationships will need to be nurtured and
market strategies developed to educate Chinese palettes, create the demand and export our
seafood via the 'correct' channels. An exciting, dynamic and sustainable challenge.
On a final note, thanks to Jo for her hard work, early mornings and general back and forth
organisation of a bunch of tired, flu-fighting, gastro-dodging, room-changing students for
her efforts and constant planning. I would LOVE to do it next year with you Jo! And
thank you also CRC, for the bursary and most of all, giving me an introduction to a country
and industry, which I would never have considered. I thoroughly enjoyed my ENTIRE time
there. It was a great taste of flavours to come from such an emerging nation. It's now my
plan to get on board and work towards seeing our product further penetrate the Asian
market over the next five years.
20
Robyn Mahood. The research trip to Shanghai was invaluable to every student’s future
international business career. It increased our knowledge and especially the interest in the
Seafood industry. It gave us information that we would be unable to get in any other way.
We were able to communicate with people in the industry in Shanghai: suppliers,
wholesalers and chefs in 4 and 5 star restaurants. The value of that experience for a student
is precious. I was surprised to see how many chefs in 4 and 5 star restaurants would take
the time to talk to us. We would walk in, ask to talk to them and within minutes, we would
be in a meeting or have an appointment for the next day. It was interesting to see firsthand
how different the Chinese market is from the Australian market regarding distribution
channels and availability of products. Oysters are available in most supermarkets, fish
markets and fish stores in Australia where as in China, we had to search for them and found
them very rarely. I was surprised to see how many traders were hesitant to fill out our
surveys. The traders seemed to want to talk to us about their products and the industry, but
they didn’t want anything documented. It would have been good in this case to have more
translators with us to be able to communicate and document what they were expressing.
Having Chinese university students that wanted to practice their English, for example,
would have been very helpful in the process.
We had a good meeting with a wholesaler in one of the fish markets and it was good to see
the behaviour we learned in our cultural management courses. The most surprising find
was the dominance of the grey market in the seafood industry. The traders and wholesalers
at the fish markets and the chefs in the restaurants had no problem talking about it. It was
interesting to find out as well that the chefs in a majority of the restaurants in hotel chains
weren’t Chinese. A different cultural approach was necessary to establish a working
relationship with the European chefs and management. We made some valuable contacts
on this trip as well. James Calvert was our oyster representative and he helped us in any
way he could to understand the industry. He treated us as equals and we have kept in
contact with him since the trip. He gave us important information on the industry and how
his operation works as he has been in the industry for over 20 years. The other industry
representatives familiarised us with the abalone and lobster industries as well. The
combined knowledge gave us an insight into the Australian seafood industry as a whole.
Overall the experience was invaluable. Every international business student should have
this experience. You get practical experience seeing the markets come alive. There is no
better way to learn then getting thrown into the deep end.
21
Greg Grunot. The Chinese market was markedly complicated, imperviousness to
rejection appears to be key, with gatekeepers at every restaurant, hotel or market we
attempted to survey making the process very difficult. Challenges I’m sure we should have
expected. Our (3) industry representatives provided invaluable knowledge, notably Jonas
Woolford, his contribution to our research task was invaluable. Research proved the
market for abalone is prominent, although, numerous factors and challenges require
accommodation; issues to be outlined within our report. Ultimately, one can describe our
research trip to Shanghai as enlightening at the least, the opportunity to undertake some
applied market research provided numerous challenges, surprises and experiences; on the
whole however I can say it has been the most enjoyable course I've undertaken. The
transition from coursework to applied fieldwork was a shock at the very least, although a
shock I think every undergraduate needs to step up to the next level. Dealing with traders,
conducting interviews, attending meetings and conducting surveys are all skills I'm sure
will benefit our professional development.
Thalia Van den Boogaard. I was impressed with the way we were treated at the
meetings, we would get drinks and biscuits and they seemed to have put in an effort to
make a presentation for us. All our questions were answered seriously and we were able to
learn from each other sometimes. I felt like we were treated like equals which made for a
very good atmosphere.
The China market is very much about connections and honouring those. You can not just
come in and expect people to change their suppliers. It is very important to have a
consistent supply with a good price tag. It is very hard to get into China the official way,
most comes through the grey channel and people do not want to talk about their suppliers
or where their stock comes from. I think that once you get in and establish relationships
and maintain those relationships you will be able to supply for a long time.
Christine Holden. The opportunity of going to China to research the Chinese seafood
industry was a fantastic experience, to actually participate in primary research and apply it
to a university assignment. It was of great help to actually have meetings set up with
Austrade and other businesses in China to learn about the industry, also having a
representative from the industry from Australia was very helpful to tell us their knowledge
and educate us about seafood.
I am very grateful to be able to participate in the international study tour and to learn about
the Australian and Chinese seafood industries. This is an amazing experience for
university students to be able to undertake research not only for a university assignment but
to be used in industry as well.
22
Daniela Swartz. The meetings we joined, were interesting and very helpful to get a basic
understanding of the Chinese culture, habits and the relationship system. The work at the
local fish markets probably was a new but interesting experience for both, us and the
Chinese. For us, to see the markets, how everything works, to see the fish stall and how
they offer and sell the fish and to communicate with funny gestures how the traders should
fill in the surveys. I guess for the Chinese people, because they saw blond funny looking
westerners with normal sneakers walking around the fish market to collect these surveys.
But I think both sides had a lot of fun, and everyone was friendly and patient and even
though people were busy with selling, they sat down with us, offered us tea and answered
every question.
It was incredible how everything within the Chinese market was connected to each other.
It was very hard to establish a good connection and conversation with the Chinese business
men or traders without having the so essential guanxi relationship. We were rejected
several times, because we came to most of the restaurants or hotels as total strangers
without having appointments and it was hard to get to speak to the executives. However,
even though we did not have guanxi, our team was very successful collecting all necessary
information and even initial throwbacks did not lead us to surrender. My personal overall
impression of this study tour is excellent. We had a great team, not only the students from
USC, also the industry representatives were fabulous. They were a great help for us to
collect the information and to help us out with specific product knowledge to e.g. identify
species. The country China, with the friendly people, the breathtaking nature, sights and
the wonderful and interesting culture was one of the most incredible countries I have been
to and the study tour was one of the most valuable experiences I gained in my life so far.
Darcy Brook. The opportunity of going to China to research the Chinese seafood industry
was fantastic. China provided me with a very unique and exciting opportunity to explore a
new culture. There were several cultural differences that I previously did not know about
and were confronted with while doing the market research in both the wet markets and
high-end hotels and restaurants. The wet markets were increasingly exciting as each return
trip provided us with very different information in both surveys and observational research.
The most interesting aspect of the visits would be the difference in health and safety
guidelines in contrast with Australia. The fact that the lack of refrigeration and hygienic
practises were lacking showed either two factors, they move an extremely high amount of
product in one day or the Chinese possess incredibly resilient immune systems. The highend restaurants and hotels were obviously quite different, portraying a very affluent
lifestyle. Information was hard to get as the 'cold call' worked on occasions but did also
provide several rejections highlighting the importance of the Chinese concept of 'guanxi' in
certain cases.
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Lee Kyeonghun. The experience in China was valuable time in my life. That was my
second field trip for researching seafood industry after Korea. So I was fully aware of what
I had to do before going out in the field, and what I had to research after getting there. I
made my own direction that comparing the knowledge I got on the internet to the
information newly gained in the China seafood industry, and based on those I believed
I could provide the best strategies and recommendations for exporting Southern Rock
Lobster to China. Just as in Korean seafood market, and just as I thought, the China
seafood market has also truly big problem, which is the grey channel. (In Korea the
biggest issue was Canadian lobster with claws.). I really impressed from this trip. I got to
know lots of things in a short period of time, such as what the Chinese people are like, how
they react to the foreign people etc. They are really collectivists, much more than Koreans.
China is just one team, even though more than 1.5 billion reside there. 'Guanxi' is not
enough to explain every aspect of their behaviour. What a great trip it is. How do you
learn those without staying there for 2 years or longer. We learned what tourists
never could learn. Having the presence of the industry representatives was also very
helpful, as in many cases at the wet markets several different species were able to be
identified by the industry reps to help with primary research data. This was able to help my
group (Southern Rock Lobster) identify several different competitors within the Chinese
markets which ranged from Mexico to tropical (Indonesian) lobster. Information was also
passed on through their own experiences with exporting to other countries and the
requirements needed. Communication is also continuing for the completion of the final
report for the overall trip. Thank you very much for this opportunity!
Hayley Storey. I really enjoyed the trip to China; it was a great experience for me
personally and academically. My experiences in China have broadened my horizons and I
feel privileged to have had the opportunity to experience a new culture and gain “real” industry
experience. I would recommend the course to anyone considering a career in export management.
Some of my experiences include working with industry members; their insights into the market and
product knowledge were invaluable. During the trip I was able to attend several meetings
conducted through a translator which proved to be a great learning experience. I was also a
member of a team which conducted primary research and gathered data through surveying traders
at several wet markets. The skills I gained in negotiating the language barrier and successfully
obtaining data will no doubt prove useful in the future. The meetings we had with Austrade, Trade
QLD, Grey Group and various traders were helpful and informative and we gained a lot of useful
information from them.
I would like to take this opportunity to thank Seafood CRC, USC, Joanne Freeman, the industry
representatives and students who helped make this trip such a wonderful experience.
24
Ben Manning. Research prior showed the relationship building (guanxi) as ever so
important in China; but it appeared that getting down to business was also a priority. For
example, whilst in a wholesale outlet at Tong Chuan markets, we made a significant effort
by way of pleasantries to the vendor and showing great admiration of her range of abalone
products in our perfect chinglish (oooh and ahhh). After about 5 minutes she produced a
scrap of paper with 'what do you want?' written in English. This 'no nonsense' approach
was experienced a lot, particularly when you weren't spending any money. But collecting
data was surprisingly easy, particularly in the markets. Once the well weathered
introduction in Chinese was presented along with a copy of a survey the crowd began to
gather. Within 2 minutes a cigarette and a business card was offered, 3 to 5 surveys and
pens (which were almost always returned) were dispatched, and the crowds would continue
to grow around the respondents. Then we wait... and do our best to respond to the
questions and comments being thrown at us in Shanghainese (laughing sounds the same in
any language).
6.
Industry Capacity Building (outputs)
As a direct outcome of the 2 export market intelligence research studies, 5 outstanding
students have expressed their interest in continuing to build their knowledge and expertise
within the Australian seafood industry.
(i)
Chelsey Parish is currently completing her honour’s degree within the
prawn industry (wild and aquaculture). Furthermore she is waiting on
confirmation of an employment opportunity within the Australian seafood
industry.
(ii)
Ben Manning has completed 2 market research field trips and has
demonstrated a very high level of expertise and initiative specifically
relating to the Abalone industry. Furthermore, Ben has been involved in
various research projects in other seafood sectors. It is anticipated that Ben
will enroll in a Masters by Research in 2011 focusing on the Abalone
industry.
(iii) Gregory Grunert has recently been accepted into a Shanghai University to
study Mandarin (intensive course work) over a 1 semester period. Gregory
has expressed a keen interest to gain work experience with the Grey Group
while he is in Shanghai. This initiative could be developed into an ongoing
program between Seafood CRC and the Grey Group.
(iv)
Daniela Schwarz as part of her final year of study with her German
University needs to complete a major research project in the form of an
industry internship. She as conveyed a strong interest in completing her
internship within an Australian seafood organisation.
25
(v)
Lee Kyeonghun (originally from South Korea) has also completed 2 market
research field trips and is very interested in perusing his professional career
within the Australian seafood industry. Lee is hoping to continue to build
his knowledge of the seafood industry along with being able to provide an
Australian seafood company with his strong international background
especially in the South Korean market.
Furthermore as a result of USC developing and building on their industry network and
reputation 2 industry participants have requested to enroll in a masters by research at USC
starting Semester 2 2010.
Anni Conn, Business Manager, Seafarm.
We (USC and Anni) are still in the process of scoping out the research topic but basically
she will/may be looking at what entrepreneurial traits impact on business performance
within the seafood sector.
Wil Conn, Project Manager, Skills Formation Strategy – Aquaculture (Qld).
Once again, we are still scoping out the research topic but Wil is interested in looking at
what factors impact on the organisational culture/climate of business performance within
the seafood sector.
7.
Communication and Sharing of Knowledge
The 2 export market intelligence field trips were designed to provide relevant, usable
current market intelligence to the Seafood CRC participants. The reports and snapshots of
information will be made available through the Seafood Services Australia portal in 2010.
The University of
the Sunshine Coast
will
also identify relevant
events/workshops/conferences to conduct a series of presentations over the recommended
three year timeframe of the project. For example, Dr Joanne Freeman and Chelsey Parish
(successful Seafood CRC Honour’s student) will be presenting their findings from the
South Korean Market Intelligence Field Trip and James Calvert and 2 research students
from USC, Emma Barton and Daniela Swarz will be presenting their findings from the
China Market Intelligence field Trip at Australasian Aquaculture International Conference
in Hobart May 2010.
26
8.
Recommendations for Future Market Intelligence Projects
(i)
Industry representation: having industry participants working as part of the
research teams is a critical factor in the future success of the market research
field trips. The industry participants provide a means to disseminate their
learnings and experience in the market. Furthermore industry participants
help to develop international industry capacity as globally savvy industry
experts. Note: a longer timeline needs to be established prior to the each
research field trip so industry and research students can develop a more
cohesive working relationship. This working relationship will also provide
teams with a more comprehensive understanding and appreciation of the
requirements of the field trip.
(ii)
Industry contribution: It is expected that industry participants bring their
knowledge, expertise and initiative to the research teams. Note: a more
comprehensive information pack should be developed to send to potential
industry participants clearly outlining the roles expected by industry
participants, student researchers and the research leader.
(iii)
Appropriate industry participants: After working with the 3 industry
representatives in the recent China field trip, it is recommended that the
recruitment process focus on “new emerging entrepreneurs” that in fact have
the interest of the industry.
(iv)
Student recruitment: The 10 students that participated in the China field trip
were generally of a high standard. It is recommended that a rigorous
selection process continue to ensure that only high achieving internationally
focused students be accepted into the program.
(v)
Field study evaluation: It is recommended that all participants (industry and
research students) should be given the opportunity to provide feedback on
their experience and learnings along with being able to offer constructive
criticism to improve future international research programs.
(vi)
Operational challenges: A few operational issues were identified during the
field trip, specifically in relation to the ability for teams to meet on a regular
basis. It is recommended that all researchers (industry and students) should
be encouraged to stay in the same accommodation.
27
(vii)
Finally, the research conducted to date has not focused on consumer specific
research in particular looking at consumer tastes, preferences, cooking
styles, consumer buying habits and changing trends. It is recommended that
in-depth consumer research form part of the overall research objective in
order to capture a more holistic view of the Chinese market. The researcher
has liaised with a reputable international research agency, Research Now
who has in place an extensive panel throughout China. Furthermore it is
recommended, due to the size and the diversity of the Chinese market, the
consumer research, should be conducted within 3 different geographic areas.
Appendices
Sunshine Coast Daily Sunday 6 September 2009
Sunshine Coast Daily Monday 19 October 2009
28