China’s E-Commerce and Canadian Seafood
Export Opportunity to China
8th October, Fredericton, NB
2014 Annual Conference of Canada Fishery Council
Fan Xubing
Managing Director, Beijing Seabridge Marketing Co.
China E-Commerce Market Overview:
World No.1 and Continue Fast Growing
China’s Consumer Spending: Triple from 2010 to 2020
China vs. US Ecommerce Annual Increase: 120% vs. 17%
China’s E-Commerce Market: World No.2 in 2012
China’s E-Commerce Market: Potential
China’s E-Commerce Market: Potential for Growth
US’s E-Commerce: Path to Purchase
China’s E-Commerce: Path to Purchase
Canadian Seafood Enter into China Market Steps
Government
Association
• Market Access
• Trade Exhibition, Buyer Delegation
Marketing
Company
• Social Media: weibo, wechat, blog, recipe-sharing web, short video, etc.
• Printing Media, TV Cooking Program
Marketing
Company
• Baidu Key Word, SEO, Wikipedia
• E-Commerce and E-Promotion
Marketing
Company
• Hypermarket Promotion and Restaurant Promotion
@野生北极虾 Coldwater Shrimp Official Weibo
@野生北极虾 following: 659 fans: 198000 weibo: 857
http://weibo.com/beijixia88
China’s E-Commerce: Path to Purchase
Different E-commerce Structure: US vs. China
China E-Commerce Market Leaders:
Alibaba/Weibo, Jingdong/Tencent and other……
China B2C E-commerce Giants: G2
China/World Largest E-commerce Company: Alibaba & Jack Ma
China/World Largest E-commerce Company: Alibaba
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_searchbutton
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&typ
e=p&spm=a220m.1000858.a2227oh.d100&from=.list.pc_1_searchbutton
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.10
00858.a2227oh.d100&from=.list.pc_1_searchbutton
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_searchbutton
China/World Largest E-commerce Company: Alibaba
China E-Commerce Market Future
China E-commerce Prospective: Go Mobile
China E-commerce Prospective: 3 Driven Forces
China E-commerce Prospective: 3 Driven Forces
China E-commerce Prospective: 3 Driven Forces
China E-commerce Prospective: 3 Driven Forces
China E-commerce Prospective: 3 Driven Forces
China E-commerce Prospective: 3 Driven Forces
China E-commerce Prospective: 3 Driven Forces
China vs. US: All Social, but Different Social Animals
Current China’s E-commerce Food Consumption:
3.3% but huge potential to grow
China E-commerce Sales: Exceed 10% of total retail sales since 2014
China B2C E-commerce Sales: Food only take 3.3% of total sales
But Increase Very Fast:
Taobao/Tmall Agri-products Annual On-line Sales
Source: Alibaba agri-product white paper 2012
China’s Young and Rich E-Shoppers
China E-Shoppers: mainly 19-35 Y young people
China E-Shoppers: 1/3 buyers buy more than 40 times/year
China E-Shoppers: 52.4% spend 500-3300 USD/year
China’s Food E-Commerce Sellers
2013 China B2C Top30 Companies: 6 are Food related E-Stores
Opportunities for Canadian Seafood in China
Canadian Seafood Export: 85% seafood for export
G4: Lobster, Salmon, Crab, Shrimp
Canadian Seafood Export: Mainly Rely on US Market
Canadian Seafood Exports by Country of Destination, 2010
Other
8%
China
7%
Japan
8%
Non-EU
4%
EU
10%
United States
63%
Canadian Seafood Export: shifting from US to China
Canadian Seafood Exports by Country of Destination, 2020 (projected)
Other
9%
China
18%
United States
50%
Japan
8%
Non-EU
5%
EU
10%
What Seafood China Market Need?
Inside China, the Seafood Trade 2014, Agriculture & Agri-food Canada
What Canada currently export to China: Crab & Shrimp
Canada Seafood: Enough Opportunities in China
Canadian 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
Norway
Russia
Canada
Atlantic Canada
Cuba
Mozambique
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, Canada
Frozen Mackerel, Herring
Frozen Lobster
Farmed Fresh Atlantic Salmon
Source: Beijing Seabridge Marketing Co., China Customs Statistics
Canadian Seafood Competitors in China
Inside China, the Seafood Trade 2014, Agriculture & Agri-food Canada
Canadian Seafood Competitors in China
Inside China, the Seafood Trade 2014, Agriculture & Agri-food Canada
Canadian Seafood Competitors in China
Inside China, the Seafood Trade 2014, Agriculture & Agri-food Canada
China: Strong Demand on Variety of Seafood
<Pelagic Fish in China 2014> report, Agriculture & Agri-food Canada
Seafood Country Image for Chinese Consumers
Canada
Lobster, Shrimp, Crab,
Surf Clam, Geoduck,
Salmon, Sablefish, Sea
Urchin,
Norway
Farmed Salmon,
Mackerel, Herring,
Haddock,
Alaska, Russia
King Crab, Snow Crab, Wild Salmon,
Cod, Pollock, Flat Fish,
Canada:
High-end, High-Price,
Lower Quantity
China-Canada: Perfect Matching for Canadian Seafood
Demand-Supply
• Population: 1.4 Billion people and increasing
• Income: increasing
• Diet: a nationality who like seafood; from meat to seafood
• Consuming 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 ceiling
Important Canadian Seafood in China:
History, Current and Future
1. Canadian Lobster Market in China
Canada Lobster Export Market Structure
90.0%
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.
80.0%
70.0%
60.0%
2009
50.0%
2010
2011
40.0%
2012
2013
Canada lobster export is still
too much rely on the single
USA market, which is not a
healthy export structure.
30.0%
20.0%
10.0%
0.0%
USA
China
Japan
Hong Kong
Belgium South Korea
France
Netherlands
UK
Spain
China + HK
China Live Lobster Import: strong demand and increasing, major exporting
countries: New Zealand (20.3%), USA (34.3%) and Canada (23.8%)
NZ lobster take high-end market and
Canada lobster take low-end market
China Live Lobster Import
2011
Kg
New Zealand 1475585
2012
2013
%
USD
USD/kg
Kg
%
USD
USD/kg
Kg
%
USD
USD/kg
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
China live lobster market is very strong even in 2013 and
not effected by anti-corruption movement
Source: China customs statistics
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 statistics
China total Lobster import from USA and Canada
China Lobster Import from USA and Canada
2011
Canada as the largest catching
country, export less than USA
and cheaper than USA to China
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)
Source: China customs statistics
Market Opportunities and Marketing Activities for
Canadian Lobster
Restaurants
Chinese restaurants, Western Hotels
Supermarkets
Weddings
High-end supermarkets
Lobster Festival
Chef Seminars
Media
Media Trip to Canada
TV cooking program
Gastronomy and Chef Magazine
Chinese Website
Weibo and Wechat
Blogs
Others
E-Commerce
Gift Package for Chinese New Year
Tmall, No.1 Store, JD, Amazon
Buyers Delegation to Canada
Womai, Sfbest, Tootoo, Benlai
Importers Incentive Program (encouraging
to buy more Canadian lobster instead of to buy US lobster)
E-Commerce & E-Promotion Proposal
for Canadian Seafood Industry
Beijing Seabridge Marketing
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.
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.
Canadian Seafood to China/HK/Taiwan:
No.2 Market after USA
•
•
•
•
•
US 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.
E-Commerce and E-Promotion:
icebreaking vehicle for new Canadian seafood enter into China market
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.
What benefits E-Commerce could bring to Canadian seafood?
• 1. Fast entering into China market
– Selling 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 product
What benefits E-commerce could bring to Canadian seafood
industry and exporters?
• 3. Fast branding establishment
– E-commence and e-promotion is not only selling the products, it’s also a bigger
opportunity to propaganda your products and marketing/branding your products
– Successful 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 seafood
Positioning and objective for different Canadian seafood in China
• Strong Branding Group
– Coldwater 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 tons
– Surf clam: No.1 imported clam in China. 70% global market share
(Japan). No strong competitor (North Korea).
Positioning and objective for different Canadian seafood in China
• Weak Branding & Competitive Group
– Snow 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.
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.
Weak &
Competitive
Brand
Strong
Brand
Dominating
Brand
Canadian Seafood as a Strong Group-Product Name become the No.1 Seafood
brand and take No.1 market share in China
Steps for Canadian Seafood E-promotion:
Single product e-promotion to multi products e-promotion
Select
importer(s)
and delivery
E-Promotion
Planning with
selected E-mall
Multi products e-promotion
(Design theme, select leading
seafood, select other seafood)
Select e-store, prepare
inventory and design
product page
Select e-stores for
leading seafood and
other seafood, prepare
inventory and design
product page
Design e-promotion
front page and
launch e-promotion
Design e-promotion
front page and launch
e-promotion
Multi Products Canadian Seafood E-Promotion:
by different products combination, different theme, different season
and with different e-mall, e-store
Strong Branding Product
Multi Products Canadian Seafood
E-Promotion
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
1
China Important E-Commence Platform List
and Vertical Food E-Commence Companies List
China Current Leading E-Mall and E-store Ranking
Alexa Traffic Global Alexa Traffic China
Ranking
Ranking
Name (CH)
Name (EN)
Head office
Web Address
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 sales
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 emarketing.
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.
•
•
Cost for Canadian seafood associations and exporters to
participate e-promotion and e-commerce in China?
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E-promotion Fee: Depends on different scales, different products, different theme, different season epromotion, Seabridge Marketing will charge different fee for participating, organizing, listing fee for emall and e-store, implementing, e-marketing, off-line activities, following-up, data collection and
summary report services.
Strong Branding Product
Multi Products Canadian Seafood EPromotion
Coldwater Shrimp
Lobster
Surf Clam
Competitive Branding Product
Spring Seafood E-promotion
Dragon Boat Festival E-promotion
Summer Seafood E-promotion
JD & No1store E-Festival 06.18
Moon Festival E-Promotion
T-Mall & Amazon E-Festival 11.11
New Year E-promotion
Chinese New Year E-promotion
Womai Regular E-promotion (National)
Womai Daily E-promotion (Regional)
Sfbest Daily E-Promotion (National)
Tootoo Daily E-promotion (Regional)
Benlai Daily E-promotion (National)
Amazon Daily E-Promotion (National)
No1store Daily E-promotion (National)
JD Daily E-promotion (National)
6000
6000
6000
12000
6000
15000
8000
10000
6000
4000
6000
4000
6000
8000
8000
10000
Snow Crab
Greenland Halibut
Sea Cucumber
Blue Mussel
Capelin
6000
6000
6000
12000
6000
15000
8000
10000
6000
4000
6000
4000
5000
8000
8000
10000
Tmall Daily E-promotion (National)
10000
10000
(Canadian Dollar per E-promotion)
Unique Product
Following Product
Salmon
Beef
Pork
Blue Berry
Cherry
6000
6000
6000
12000
6000
15000
8000
10000
6000
4000
6000
4000
5000
8000
8000
10000
Geoduck
Dungeness Crab
Ice Wine
Sea Scallop
Oyster
3000
3000
3000
6000
3000
7500
4000
5000
3000
2000
3000
2000
2500
4000
4000
5000
3000
3000
3000
6000
3000
7500
4000
5000
3000
2000
3000
2000
2500
4000
4000
5000
10000
5000
5000
Successful Samples of Canadian Seafood
Marketing and E-Promotion
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, epromotion, 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
500 tons (2008) to 7830 tons
2008 2012 (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)
Miaoxiansheng (imported fresh food) Canadian lobster and coldwater shrimp
E-Promotion at Tmall.com
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=1
10100&cat_id=2&rn=157a0b6796b7872bff93a3daffa12690&user_id=1678488000&is_b=1
Canadian Seafood E-Commerce Free Tasting
Tmall Free Tasting: New and Low Cost
E-Marketing & Pre-Warming Vehicle
• Tmall 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.
Tmall Free Tasting: Canadian Coldwater Shrimp
Applicants number
Tmall Free Tasting: Canadian Lobster
Applicants number
Beijing Seabridge Marketing Co.
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The most professional seafood marketing company in China.
Established in 2003 with more than 10 years experiences in China.
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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.
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Contact:
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Fan Xubing, GM Beijing Seabridge Marketing Co.
Email: fanxb@seabridge-china.com
Phone: +86 13311369269, +86 10 58768918
Website: www.seabridge-china.com