Overseas Market Introduction Service
for
Sea Fish Industry Authority
Produced by:
Holly Chen
China-Britain Business Council, Beijing Office
Date of document: 5th February 2013
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CONTENTS
1. SUMMARY OF THE ENQUIRY ...................................................... 3
1.1 Introduction ................................................................. 3
1.2 Objectives .................................................................... 3
1.3 Research Methods ......................................................... 3
2. EXECUTIVE SUMMARY ............................................................... 4
3. MATCHING PROFILE .................................................................. 6
3.1 China’s Trade Environment ............................................. 6
3.2 The Seafood Sector ....................................................... 7
3.3 Aquatic Consumption ................................................... 12
3.4 UK Share and Export Opportunities ............................... 14
4. DOING BUSINESS IN CHINA .................................................... 17
4.1 The Supply Structure ................................................... 17
4.2 The Direct Retail Channel ............................................. 18
4.3 The Food Service Channel ............................................ 20
4.4 Key Regulations and Tariffs .......................................... 21
4.5 Tips and Useful Links ................................................... 27
4.6 Seafood Distributors in China ........................................ 30
5. CBBC RECOMMENDATIONS AND NEXT STEPS .......................... 32
6. APPENDIX ............................................................................... 34
The OMIS is provided by the Commercial Departments of Diplomatic Service Posts overseas as part of the joint trade development operation, UK Trade & Investment (“UKTI”), of the Foreign and Commonwealth Office ("the FCO") and the Department for Business, Innovation and Skills (“BIS”). In China, UKTI has commissioned the China-Britain Business Council (“CBBC") to provide certain OMIS work on its behalf. Whereas every effort has been made to ensure that information provided through OMIS is accurate, these Commercial Departments, UKTI, the FCO, BIS and CBBC accept no liability for any errors, omissions or misleading statements in such information and accept no responsibility as to the standing of any firm, company or individual mentioned. Any party interested in the goods or services provided by any company referred to in OMIS material should undertake their own research and should not consider a reference in OMIS material to be an endorsement of any goods, services or companies mentioned.
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1. SUMMARY OF THE ENQUIRY
1.1 Introduction
Sea Fish Industry Authority (Seafish) is funded by a levy on the first sale of
seafood landed and imported in the UK. It aims to support the seafood industry
for a sustainable, profitable future.
1.2 Objectives
The objective of this OMIS was to update existing market reports which Seafish
will be using to inform their stakeholders. Additionally, CBBC also needed to
research a list of seafood importers and provide information on market entry
routes and import regulations/procedures in China.
1.3 Research Methods
CBBC used a variety of primary and secondary sources to gather information for
this report. Research was conducted primarily through desk research, including
CBBC’s internal database of member companies, business directories, and
telephone calls to industry experts.
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2. EXECUTIVE SUMMARY
CBBC conducted research on behalf of Seafish to update information relating to
Seafish’s 2007 report “Seafish Export Profile on China”. Seafish will use this
report to inform their levy payers on market conditions and opportunities within
the Chinese market. This Executive Summary will summarise the content and
findings of the research.
China’s Seafood Sector
China’s economy is the largest consumer, importer, exporter and producer of sea
food in the world. China’s total aquatic production is estimated to have reached
58 billion tons in 2012. Farmed fish in China accounts for 59% of total aquatic
production.
China’s aquatic catch facilities expansion has slowed in recent years.
Furthermore, aquatic production fell by half a million tons to 15.3 million tons in
2012. Concerns over domestically produced cultured aquatic products’ quality and
safety remain a concern for consumers.
China is estimated to have imported USD $5.7 billion worth of aquatic products in
2012. This is unchanged from 2011, however, total import volumes were down
2.6%. Russia is the largest importer of aquatic products to China.
Regulations
It is important to be up-to-date with all regulations regarding importation of
aquatic products in China. Recent changes are outlined in section 4.4 of this
report. Below are some of the most important factors which will effect business
operations in China:
From 1st October 2012, food and beverage exporters to China are required
to be registered with the General Administration Quality Supervision,
Inspection and Quarantine (AQSIQ).
Changes to Export Health Certificates (EHCs) have also occurred in recent
months due to requests from the Chinese government. The primary
change is the mandatory inclusion of information on whether fishery
products were caught wild or farmed.
To comply with recent changes in Chinese regulations DEFRA has agreed
with the Chinese authorities (AQSIQ) to have two unified UK export health
certificates for live aquatic animal exports to China: 7432EHC for live
aquatic animals (excluding Bi-Valve molluscs), and 7469EHC for live
aquatic Bi-Valve molluscs.
From 1st May 2013, processing plan registration with the Certification and
Accreditation Administration of People’s Republic of China is required. All
companies wishing to export fishery products to China must be registered.
An outline of important documents required for importing aquatic products and
guidelines for food labelling can also be found in section 4.4.
Even if a product is certified as ‘organic’ in its home country, and where it is
already on sale, this does not mean it is certified in China. In 2005, the Chinese
government introduced its own organic standards. The regulations are divided
into four areas: production, processing, labelling and marketing & management
systems. New fishery product specific standards where implemented in 2012:
A zero-tolerance rule for residue.
5
If a product comes from different farms each farm needs to be inspected.
Guidelines on how to seek organic certification are outlined in section 4.4. This is
an expensive process in China as there are a variety of lab tests required.
Companies seeking certification will also have to pay for travel and
accommodation of Chinese inspectors who will examine their suitability. Organic
certifications need to be renewed every year but fees are lower for subsequent
certification renewal.
Tariffs
Aquatic imports to China are subjected to Most Favoured Nation Rates. Value-
Added Tax is applied to all products entering China from abroad. The current rate
of 13% is applied to unprocessed, unpacked agricultural products and 17% for
processed, packaged food.
Doing Business in China
China’s consumers have a preference for live aquatic products. Domestically
processed cultured products are mostly exported. As China’s middle class
develops and the desire for new sources of protein rises, interest in a more
diverse and nutritious diet had led to greater quantities of seafood products being
consumed.
In 2011 urban dwellers consumed 14.2 Kg of aquatic products each on average,
compared to 5.36 Kg for rural inhabitants. Consumption of aquatic products is
highest in coastal regions and in areas with high disposable incomes.
Boutique stores and hypermarkets are important channels for fish distribution in
China. Consumers are slowly turning to ready-to-cook and processed products for
their convenience. Hypermarkets are driving this trend with processed fish,
shellfish and shrimp.
Identifying the right distribution channels in China is paramount to success. China
is a unique marketplace, and regional differences are strong and need to be
understood. There are generally four steps in the distribution of seafood:
importation, distribution, sub-distribution and retail. China’s supply structure is
summarised in section 4.1. Suggestions on how to promote seafood products
within each of these channels are also outlined.
An examination of the food service and retail sales in China are examined to
provide a deeper insight into the market and the entry routes available.
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3. MATCHING PROFILE
3.1 China’s Trade Environment
Table 1: China Facts
China Facts
Population 1,355,822,000
Land area 9,597,000 sq km
Inhabitants per km 141
Number of households 401,520,000
Capital Beijing
Other main cities
Shanghai, Tianjin, Chongqing,
Guangzhou
Languages Mandarin, Cantonese
Religion Taoist, Buddhist, Christian, Muslim
Currency RMB
Exchange rate (2012 average) £1 = 9.8 CNY
Total GDP (2012) $8,280 billion
Real GDP growth rate (2012) 7.80%
GDP per capita (2011) $5,342
Inflation (2012) 2.70%
Official unemployment (2011) 4.10%
International status
World’s 2nd largest economy,
developing country, WTO member
Government type Communist state
Total food and drink import USD $144.7 billion
Total food and drink export USD $64.6 billion
Top three import countries
(food and drink) USA, Indonesia, Thailand
Consumer expenditure on food USD $661,332.5 million
Source: Euromonitor International; China Statistical Yearbook 2011; Central Intelligence Agency (CIA) World Factbook
China has produced an average GDP growth of around 10% over the past ten
years. According to estimates, China’s GDP in 2012 was RMB ¥51,932.2 billion, a
year-on-year increase of 7.8%.
The total value of import and exports in 2012 was USD $3,866.76 billion,
an annual increase of 6.2%.
The total value of exports reached $2,048.93 billion, a year on year
increase of 7.9%.
The total value of imports was $1,817.83 billion, an increase of 4.3% on
2011. The trade balance for 2012 was $231.1 billion.
General trade increased 4.4 % to $2,009.83 billion.
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China’s middle class currently accounts for roughly 23% of China’s population,
which numbers 310 million people. This number is expected to increase to 40%
by 2020 according to a report published by Chinese Academy of Social Sciences.
An increased middle-class population will create a stronger consumer base for
high-end goods, such as some non-local seafood.
Latest statistics published by the Ministry of Agriculture (MOA) indicates that
China’s total import and export value of agricultural products in 2012 reached
USD $175.7 billion, an increase of 12.9% compared to 2011. The total value of
exports was $63.2 billion, up by 4.2%; total value of import was $112.4 billion,
an increase of 18.6%.
3.2 The Seafood Sector
China is the largest consumer, importer, exporter and producer of seafood in the
world, representing one third of total global production. China is also the largest
fish farming country representing 46% of world farming production and the only
country where farmed fish production exceeds wild catch.
China’s total aquatic production in 2012 is estimated to have reached 58 million
tons, representing an increase of roughly 4% year-on-year. This increase is said
to be due to gains in aquaculture growth, as wild catch production remains
stagnant. Challenges to fishery production include: decreasing investment,
concerns for the environment and coastal development minimising resources for
aquaculture expansion.
Domestic demand for alternative sources of protein, including aquatic products, is
rising due to increased affluence. However, weak international economic
conditions are challenging export growth. Total aquatic trade value in 2012 is
estimated to have reached USD $27 billion, an increase of $1.2 billion year-on-
year. A produce surplus of $10 billion is also estimated.
Wild Catch Production
Limited resources are containing growth for wild catch numbers, and processing
(with imported material) for re-export is facing increasing production costs and a
loss of competition.
Amongst wild catch production, shellfish output ranks first with 61%, followed by
crustaceans with 19%; algae is 6% and fish is 4%. Others as seen in the chart
below include sea cumber, jellyfish and sea urchin.
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Chart 1: Aquatic Production (Wild Catch) 1992-2011 (Tons)
Source: Presentation by Mr. Cui He from China Aquatic Products Processing and Marketing Alliance
Table 2: China's Aquatic Catch Volume (000s tons)
Year 2007 2008 2009 2010 2011
Total aquatic catch 14,691.90 14,827.77 14,947.21 15,441.67 15,799.46
Seawater catch 12,435.48 12,579.58 12,763.34 13,152.30 13,567.20
Freshwater catch 2,256.42 2,248.19 2,183.88 2,289.37 2,232.27
Aquaculture
Farmed fish production accounts for 59% of the total aquatic production, followed
by shellfish and crustaceans at 22.6% and 10% respectively.
Table 3: China's Aquatic Farming Figures (000s tons)
2007 2008 2009 2010 2011
Total seafood farming 32,783.31 34,128.21 36,216.83 38,288.35 40,232.63
Seawater farming 13,073.40 13,403.24 14,052.22 14,823.01 15,513.29
Freshwater farming 19,709.91 20,724.98 22,164.61 23,465.34 24,719.34
Source: China Statistic Yearbook 2012
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Chart 2: Farmed Seawater Products Composition
4%
19%
61%
6%
10%
Fishes
Crustaceans
Molluscs
Algae
Others
Source: Presentation by Mr. Cui He from China Aquatic Products Processing and Marketing Alliance
At the National Fishery Conference held in December 2012, China’s Ministry of
Agriculture (MOA) estimated total aquatic production at 59 million tons, up 5.4%
year-on-year.
Within this total, aquaculture production increased 7% to 43 million tons and wild
catch production totalled 14.8 million tons. Wild catch from other territorial areas
accounted for an additional 1.2 million tons. In 2011, Shandong, Guangdong,
Fujian and Zhejiang provinces ranked as the top four aquatic production areas
due to their favourable coastal positions and wealth of fresh water resources and
facilities.
Hubei, Guangdong and Jiangsu provinces are the largest produces for freshwater
production.
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Chart 3: Rate of Changes for Farming and Fishing Products Production
Source: Presentation by Mr. Cui He from China Aquatic Products Processing and Marketing Alliance
Aquatic Catch Facility Expansion Slows
Investment in facility expansion in recent years has slowed. 2011 saw a 2.5%
expansion in facilities, this is a significant decrease from 2009 which saw 14%
expansion. The Chinese government believes rapid industrialisation, urbanisation
and environmental concerns are preventing further aquaculture expansion.
Shrinking Aquatic Catch Production
Total domestic production in 2012 fell by half a million tons to 15.3 million tons
from 2011, primarily due to a limitation of available marine resources. Other
territorial seas, seawater production reached 1,147,000 tons in 2012, only
marginally higher than 2011 when 1,147,000 tons was caught. Industry experts
believe it will be difficult to increase production considerably from both domestic
and territorial seas.
Aquatic Product Safety Concerns
Domestically cultured aquatic product quality and safety continues to be a major
concern for consumers. An MOA aquatic safety survey signified some aquatic
farms have been penalized for the use of malachite green and overuse of
antibiotics. The MAO recently published administrative measures on the control of
agricultural product quality and safety. This stipulates regulation on risk
monitoring and sampling for all agricultural products.
Future Fishery Development Plans
In October 2011, the MOA published its 12th Five Year Plan (2011-2015), entitled
the Development Plan for Fishery. Significant targets under the plan include:
Meeting the rapid growing demand for quality aquatic products from domestic
consumers.
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Placing an increased emphasis on the balance between aquaculture
development and ecological protection.
Reconstruct and standardise 1,333,000 Hectares (Ha) of aquaculture ponds
to raise productivity and achieve safety/quality targets for 98% of aquatic
products.
Maintaining the stability of growing marine fishery output in other territorial
seas with a target production of 1.3 million tons per year, up from 2010’s
output of 1.1 million tons.
Licensing all aquaculture production facilities by 2015.
Raising production to 60 million tons by 2015,with 75% from aquaculture (as
compared to estimated 72% in 2011)
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3.3 Aquatic Consumption
Aquatic processing for domestic consumption continued to grow in 2012. Chinese
consumers have a preference for live or fresh aquatic goods. Therefore, domestic
consumption of processed aquatic products is relatively low compared to overall
aquatic product consumption. Domestically, processed aquatic products which are
mostly cultured are primarily exported.
Aquatic processing bases tend to be located in or near major aquatic production
regions. There are currently a total of 9,611 processing facilities in China; of
these 67% (6,413) are located in Zhejiang, Shandong, Fujian and Guangdong
provinces. Shandong has a processing capacity of 7.9 million tons per year,
therefore ranking it number one in processing output.
Many foreign major aquaculture producers have also opened processing facilities
in these key provinces. They also provide great access to ports and cold storage
facilities.
As China’s processing and distribution system becomes more developed and
consumers affluence increases, interest in more a diverse and nutritious diet has
led to greater quantities of seafood being consumed. Figures released by the
National Statistics Bureau stated that per capita consumption of aquatic products
in 2011 was 14.62 kg per urban dweller and 5.36 kg per rural inhabitant.
Although, urban dwellers eat significantly more aquatic products than those in
rural areas, there is a strong potential for growth in the rural sector.
Chart 4: Per Capita Consumption (Urban vs Rural) Trends of Aquatic
Products
Source: China Statistic Yearbook 2012
Per capita consumption is highest in coastal regions and locations with high
disposable incomes. The table below shows the leading ten provinces for aquatic
product consumption.
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Table 4: Per Capita Cash Consumption Expenditure on Aquatic Products
by Urban Resident, by Region, in 2011
Region Aquatic
Production
Expenditure
Value
(RMB)
Disposable
Income
Rank
Disposable
Income
Value (RMB)
Fujian 1,030 7 24,907
Shanghai 912 1 36,230
Zhejiang 812 3 30,970
Guangdong 701 5 26,897
Hainan 771 21 18,368
Tianjin 493 4 26,920
Jiangsu 458 6 26,340
Liaoning 403 9 20,467
Shangdong 339 8 22,792
Guangxi 325 12 18,854
Hubei 294 18 18,374
National Average
354 Not Available 21,809
Source: China Statistical Yearbook 2012
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3.4 UK Share and Export Opportunities
Imports
Import value for aquatic products is estimated at USD $5.7 billion in 2012, this
was almost unchanged from 2011; however, total import volume is around 2.6
million tons, down 4% year-on-year.
Global Trade Atlas reported that 1.6 million tons of fish/frozen (HS Code 0303)
imports was reached in the first 10 months of 2012. This was a drop of 9% from
the previous year. The import volume of flatfish remained unchanged whilst
salmon imports during the first 10 months of 2012 dropped sharply to 117,000
tons from 192,000 tons in 2011 due to lower processing demands.
Russia is expected to remain China’s largest supplier of aquatic products in 2012,
followed distantly by the United States.
Table 5: Imports by category of Aquatic Products (Volume, tons; Value,
million USD)
Years Jan-Dec 2009 Jan-Dec 2010 Jan-Dec 2011 Jan-Oct 2012
Volume Tons
Value $ million
Volume Tons
Value $ million
Volume Tons
Value $ million
Volume Tons
Value $ million Category
Fresh Fish 9,789 61 9,789 61 12,056 94 17,274 122
Frozen Fish 1,782,948 2,711 1,782,948 2,711 2,166,123 3,823 1,600,684 2,777
Fillet Fish 30,374 66 30,374 66 24,334 66 27,010 71
Dried, Salted, Brines Fish 7,810 19 7,810 19 3,183 15 3,198 14
Crustacea 88,428 337 88,428 337 117,306 823 103,579 903
Mollusks & Other 274,980 394 274,980 394 336,326 743 252,757 557
Prepared and Packaged Fish and Caviar 3,226 16 3,226 16 5,199 23 4,107 21
Prepared and Packaged Crustaceans and Mollusks 26,291 36 26,291 26 55,775 150 50,473 108
Total 2,223,844 3,638 2,223,844 3,638 2,720,37 5,737 2,059,082 4,572 Source: Global Trade Atlas
Table 6: Seafood Imports by Country of Origin (million USD)
Country/Year Jan-Dec
2009
Jan-Dec
2010
Jan-Dec
2011
Jan-Oct
2012 Russia 1,186 1,262 1,592 1,136
United States 549 726 1,130 945
Norway 274 401 409 303
Japan 203 303 155 139
Canada 162 217 310 300
India 124 156 149 78
South Korea 117 153 228 119
15
Thailand 99 136 141 130
Netherlands 92 117 66 52
New Zealand 75 97 176 199
Peru 65 77 158 122
Indonesia 54 64 84 107
Others 638 731 1,141 942
Total 3,638 4,438 5,737 4,572
Source: Global Trade Atlas
Chart 5: Chart UK seafood exports to China ($0,000)
Source: Ministry of Agriculture, HMRC
Recent Consumer Trends and Business Opportunities
Retail and food services channels are the most important outlets for imported
food products in China. These channels are growing and developing due to
increased consumer affluence, urbanisation, food safety concerns, health
consciousness and the demand for convenience increases.
Supermarkets/hypermarkets are also developing rapidly in China. International
hypermarkets tend to have more awareness and experience in imported brands
and products. They realise the value new products can bring to the market.
Speciality/boutique stores are also increasing in numbers in tier one cities1 across
China. These stores target expatriates and high income locals as they stock a
high proportion of imported foods. These stores are increasingly becoming
important retail channels for high-end and speciality products.
Chinese consumers have traditionally preferred live and fresh seafood products.
This accounts for 90% of the total aquatic product consumption in China.
However, as the demand for a more convenience driven lifestyle develops,
consumers are turning towards read-to-cook and processed products of high
quality. This provides a good opportunity for processed products including
processed fish, shellfish and shrimp through the hypermarket channels.
1 Cities in China are classified into tiers (1-5). Cities are classified by GDP, cultural significance, population, and
transport links amongst others. Tier one cities include Beijing, Shanghai and Shenzhen.
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Wholesale markets are the main distribution channels for imported aquatic
products. Catering services, wet markets, supermarkets and corporate canteens
purchase their products through wholesale markets. Most leading importers and
distributors have a presence and tend to sell to distributors who have a resident
booth in these markets.
There are over 300 seafood markets in large cities and coastal cities in China.
Well-known seafood wholesale markets include Shenzhen Yantan seafood market,
Guangzhou Huangsha seafood wholesale market, Shanghai Tongchuang seafood
market and Beijing Jinshen Seafood market. These markets act as regional hubs
for seafood distribution in China.
China is one the largest food service markets in the world with sales of over RMB
2,063 billion in 2011. The food services industry has been growing at around 16%
per year. This growth rate is projected to remain unchanged in the 12th five year
plan. Officials from the Ministry of Commerce (MOFCOM) estimate that by 2015
total sales in the sector will reach RMB 3,700 billion. The development of the
sector is to some extent due to an increase in the fast paced lifestyle of China’s
ever-growing middle-class consumers.
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4. DOING BUSINESS IN CHINA
Due both to its size and the rapid changes it is experiencing, the retail sector in
China is very complicated and most be explored carefully by any potential
importers. An understanding of the country’s supply structures is crucial before
an attempt to establish partnerships or distribution networks is made, especially
for products such as fresh food that rely on fast, efficient distribution.
Below is a summary of the main points to consider when analysing the Chinese
market.
4.1 The Supply Structure
There are usually four steps in the distribution of fish and seafood products in
China: importation, distribution, sub-distribution and retail. From a logistical point
of view, importation into China is relatively straightforward. There are two main
points of entry for fresh seafood into China in the north (Qingdao and Dalian),
which are primarily used for processing imported seafood for re-export.
Shenzhen, Guangzhou and Shanghai are also important ports, but primarily for
importing seafood for domestic consumption.
Chart 6: Typical Supply Channel Structure for Aquatic Products in China
Once purchased from the wholesale markets, distributors sell their products
through the following three channels:
Producers
Wholesalers
Landing Area shippers or intermediates
Wholesalers
Intermediate Wholesalers
Retailers/wholesale stores of
foodstuffs
Customer
Landing areas
wholesale market
Consumption areas wholesale
market wholesale
market
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Households and small restaurants: This sector of consumers usually
purchases their seafood products from local markets, generally in small
quantities.
Direct Retail Channel: The volume of both processed and live seafood
being purchased in supermarkets and hypermarkets is increasing rapidly,
with consumers generally including mid-sized restaurants and households.
Food Service Channel: The largest sector of seafood consumers is the
Hotels, Restaurants and Institutions (HRI) sector.
Due to the relatively small quantities sold at local markets to households and
small restaurants, this report focus on the latter two distribution channels.
Key Chinese Ports
The chart below illustrates the total volume of imports for the major ports in
China. Qingdao and Dalian are the two largest arrival ports for aquatic products in
China, they accounted for 80% of the total import volume of aquatic products in
the first ten months of 2012. Well-established facilities, including processing
factories in Qingdao and Dalian, solidify their status as the two seafood import
hubs in China. A map in the Appendix shows the location of China’s major ports.
Table 8: Key Chinese Ports
4.2 The Direct Retail Channel
According to Euromonitor, the grocery retail sector in China was worth USD
$504.4 billion in 2011 and is forecast to grow to $707.2 billion by 2016.
Supermarkets in China dominate the retail landscape with a market share of
around 44%. Although the supermarkets’ dominance is likely to continue,
Euromonitor estimates that online food and drink sales will increase from $485.6
million in 2011 to $3.1billion in 2016.
Hypermarkets
Food retail in China is very competitive, with a number of Chinese and
multinational companies attempting to dominate the market.
Table 6: Leading Food Retailers in China
Cargo Volume Container Traffic, TEUs
Rank Port Millions of
Tonnes
Rank Port 000s
containers 1 Ningbo-zhoushan 691 1 Shanghai 32,600
2 Shanghai 620 2 Zhenzhen 23,000
3 Tianjin 451 3 Ningbo-zhoushan 16,250
4 Guangzhou 429 4 Qingdao 14,600
5 Suzhou 380 5 Guangzhou 14,500
6 Qingdao 375 6 Tianjin 12,500
7 Dalian 338 7 Dalian 8100
8 Tangshan 308 8 Xiamen 7200
9 Qinghuangdao 287 9 Lianyungang 5000
10 Yingkou 261 10 Yingkou 5000
19
Company Ownership Business Line Stores
Sales
(RMB Billion)
Chinese
Lianhua China SOE*
Super/hypermarket/conveni
ence 5221 68.0
Wumart China Pvt Supermarket/convenience 409 33.0
Nongongshang China SOE
Super/hypermarket/conveni
ence 3374 30.2
Yonghui 204 20.4
China
Resources
Vanguard
China
SOE**
Super/hypermarket/conveni
ence 3977 82.7
Multinational
RT Mart France Hypermarket 185 61.5
Carrefour France Hypermarket 203 45.1
Wal-Mart U.S JV Hypermarket 271 43.0
Metro Germany JV Hypermarket 54 13.8
Tesco UK JV Hypermarket 121 18.0
Auchan France Hypermarket 45 12.6
Lotus Thailand Hypermarket/convenience 52 10.0
*SOE=State owned Enterprise Source: China Chain Store & Franchising Association (CCFA)
Hypermarkets in China generally have favoured distributors and dislike working
with unfamiliar companies unless offered strong market support, large numbers
of products and other incentives.
Promotion in the Retail Sector
Some major companies and even government organisations promote products by
festivals and sales promotions within supermarkets, hotels and food festivals. For
example, the Agricultural Trade Office (ATO) of the United States Consulate
General in Shanghai co-organised an American Food Festival from 23 August to
27 September 2012 in Suzhou, Hangzhou and Xincheng. Promotions were held in
four five-star hotels to promote US pork, snow crabs, oysters, yellow sole fins,
potatoes, cheese, almonds, raisins and other food ingredients. A celebrity chef
was also present in Suzhou and Hangzhou to host cooking demos and seminar
events with local chefs.
Retail store promotion is also a key instrument in increasing sales and interest in
the Chinese market. In 2005 Alaska Seafood Marketing Institute (“ASMI”) in
conjunction with Shanghai Trust-mart held an Alaskan seafood festival. This
allowed ASMI to promote wild King salmon and black cod. After the festival,
Alaskan seafood became a regular product on the shelves of Shanghai Trust-mart.
Other companies have also successfully used this process to introduce or increase
sales of products.
Hotel promotion, trader conferences and media coverage are also great
promotional activities to get products noticed. International Exhibitions, such as
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those listed in section 4.5 of this report are also key to developing a brand within
China as it allows visitors to taste the produce.
4.3 The Food Service Channel
Many restaurants continue to buy live seafood from market booths. Larger chains
tend to use importers. Fish tanks in restaurants are a common sight in China,
allowing customers to choose their own seafood products before they are cooked.
One of China’s largest supermarket chains, Metro, often receives its products
directly from importers specifically to sell to restaurant chefs and small retail
outlets.
The HRI (Hotel, Restaurant, Institutional) sector has developed rapidly in China,
due to expatriates, overseas Chinese entrepreneurs, returning Chinese students
and international and domestic tourists. China's desire for seafood is expected to
show strong growth for the foreseeable future, as general living standards rise
and the middle class grows. Hotels and Restaurants
Tourism in China has increased substantially over recent years, with an estimated
750 million Chinese people now travelling for leisure each year for holidays.
Hotels are rapidly being constructed to accommodate this growth, with regional
cities seeing a particularly large rise in hotel construction.
The majority of hotels in China house ‘full-service’ restaurants. These usually
cater to non-guests as well as guests and are often among the best restaurants in
any given location. Generally speaking, the clientele found in China’s hotel
restaurants are upper-middle class urban dwellers and businessman. Wedding
banquets also make up a sizeable proportion of hotel restaurant revenues.
Full-service restaurants of the type found in hotels represent China’s largest
foodservice sector, accounting for 72% of the entire sector’s market value. Hotel
restaurants have also seen the highest growth of food outlets by location, with a
compound annual growth rate (CAGR) between 2005 and 2010 of 9.4%compared
to a 5.1% rise in standalone restaurants.
In the full-service restaurant sector, European food, typically French and Italian
cuisine, has been very popular in recent years, experiencing a 59.5% CAGR
between 2005 and 2010. To date, very few European-style full-service
restaurants have established a notable presence in China.
Fast Food
Despite the rise in popularity in high-end restaurants, fast food remains the most
popular food retail sector in China, accounting for 61% of all transactions. The
sector has been valued at approximately $81 billion. Small kiosks and vendors
represent 7.8% of transactions with cafes and bars accounting for 0.5% and
specific takeaway stores accounting for less than 0.002%.
The fast food sector consists primarily of Asian cuisine, which accounted for $71
billion of total sales in 2010. Asian food is also dominant in the full-service
restaurant retail sector in China, accounting for $227 billion or 94% of the sector
in 2010.
Non-Asian cuisine however is gaining popularity very quickly. Western food has
made large inroads in the fast food sector over recent years, with pizza in
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particular gaining in popularity. The two largest players in the fast food sector
Yum Brands and McDonalds provide predominantly western food and have
developed a substantial portfolio of outlets across China. Yum Brands’ two largest
brands, KFC and Pizza Hut now have 3,701 and 626 restaurants respectively, with
its two main Asian cuisine brands, Little Sheep and East Dawning, also seeing
large growth.
Institutional Foodservice
Traditionally, institutional foodservice in China was limited to hospitals,
government offices, schools and the transportation sector. Over recent years
however, the institutional foodservice industry has expanded into high-end office
complexes and companies. There are now an estimated one million catering
companies in China, with some reaching annual revenues of over $10 million.
Approximately 80% of consumers surveyed in Shanghai said they would be
willing to try catering companies, but only provided the food is healthy, prepared
according to industry standards and convenient.
Companies that cater to private functions, hotels and conferences are much more
likely to use imported products than those at the lower end of the market, as
smaller family-run enterprises can often be extremely price sensitive – lunch box
manufacturers for example typically aim for production costs lower than $1.00,
making the fluctuations in price of imported goods unattractive.
However, with high-end restaurants and caterers often seen as market leaders,
their use of imported food is being increasingly replicated by companies catering
to middle class consumers.
4.4 Key Regulations and Tariffs
Registration of Food and Drink Exporters
From 1st October 2012, food and beverage exporters to China are required to
register through the General Administration of Quality Supervision, Inspection
and Quarantine (AQSIQ). Registration can also be done through import
companies. Both options can be accessed through http://ire.eciq.cn. This website
includes guidance in Chinese only – CBBC has produced a bi-lingual guide for
exporters which is available from [email protected] or [email protected]
Certification & Registration
For products of plant or animal origin, the Chinese government requires
certification by a UK Government authority. Non-live fishery products (farmed
and wild) require an Export Health Certificate (EHC)2 from The Department of
Environment, Food, and Rural Affairs (DEFRA). The EHC has been in place for
some time. However recent changes as requested by the Chinese government
have led to changes and a new EHC, 7208EHC is being introduced.
2 The main change requested related to the inclusion of information on whether the fishery products
were caught in the wild or farmed. Official confirmation of this agreement has not been received by the DEFRA to date. However, when an update is available it will be noted on DEFRA’s website as a Customer Information Note (CIN) (www.defra.gov.uk). ASQSIQ requires that all consignments arriving in China on or after 1 January 2013 must be accompanied by an updated 7208EHC.
22
Until recently, exports of fishery products to China have been certified by Local
Authority (LA) officials. To comply with recent changes in Chinese regulations
DEFRA has agreed two unified UK export Health Certificates produced by Local
Authorities with the AQSIQ:
7432EHC for Live aquatic animals, excluding Bi-Valve molluscs
7469EHC for live aquatic Bi-Valve molluscs
These certificates can be completed by local authority environmental health
officers, food safety officers and official veterinarians acting on behalf of DEFRA
and Department of Agriculture and Rural Development (DARD).
Certificate 7208EHC can be completed by local authority environmental health
Officers and Food Safety Officers and Official Veterinarians acting on behalf of
DEFRA or DARD. Live fishery products also require an EHC.
Processing plant registration with Certification and Accreditation Administration of
People’s Republic of China (CNCA) will be required from 1 May 2013. All UK
companies wishing to export fishery products to China must be registered. For
both live and non-live products, exporters must provide full and correct details of
all facilities involved in the production process including, processing plants,
freezer vessel, transportation vessels, factory vessels and cold stores. These must
be registered by 1 May 2013.
To register these facilities before 1 May 2013, companies must submit
information to Animal Health &Veterinary Laboratory Agency (AHVLA) in Carlisle
or to DARD by the end of February 2013. All UK fishery product companies which
are approved in compliance with EU Food Hygiene Law can be listed.
If an exporter has already registered a production plant with AQSIQ via DEFRA
(on any of the ‘ET’ forms), it is not necessary to re-send information about Official
Inspectors. Re-registration of plants with CNCA will be required in 2013 and
returns from exporters will be needed by the end of February 2013.
Standard documentation required when exporting to China
The table below shows the required UK-generated export documents which are
required for each shipment by Customs and Excise in the Chinese port of entry.
Original documents must be signed, stamped and couriered to China (though the
Bill of Lading may be sent electronically) to arrive one week before the expected
shipment.
Table 7: Documentation Required by UK Exporting Companies
Document
Original with
Signature & Stamp Copies Prepare & Issued By
Commercial Invoice 3x 2x UK Food/beverage company
Packing List 3x 2x UK Food/beverage company
Export Health Certificate (see notes on certification) 1x 1x Local authority
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Certificate of fumigation wood pallets (or use individually-stamped pallets) 1X 1X UK Food/beverage company
Buyer/Seller Agreement signed by both parties (requested at some
ports) 3x 2x UK Food/beverage company
Bill of Lading 3x 2x UK shipping agent
Certificate of Origin (EU Certificate issued by local Chamber of Commerce) 1x 1x UK shipping agent
It is worth verifying with Chinese partners or importers the exact requirements
for the specific Chinese port of entry that will be used for shipments. On
occasions, some companies have also been asked to include a ‘Sales Certificate’
or similar. In such cases companies have supplied a Certificate of Free Sale
issued by the Rural Payments Agency (RPA). Companies should be aware that
regulations in China can change and the interpretation thereof by individual
officials may not be consistent across all entry ports.
Tariffs
Tariffs for UK aquatic exports to China are subject to Most Favored Nation rates.
To receive these rates a UK exporter must present a certificate of UK origin
during the customs clearance process.
Tariffs vary according to products. Details can be found in these links.
http://www.qgtong.com/hgsz/ShowArticle.asp?ArticleID=11867
http://www.aptma.org.pk/china_customs_tariff_2011.pdf
Value-added tax is applied to all products entering the market from abroad. The
VAT rate is 13% for unprocessed, unpacked agricultural products and 17% for
processed, packaged food.
Food Labelling
Since joining the World Trade Organisation (WTO) in December 2001, China has
introduced or modified hundreds of food and agricultural related regulations and
standards. These have included changes in food laws, labelling requirements,
packaging and container requirements, food additive regulations, multiple
commodity regulations, commodity specific regulations and specific procedures.
Below are the key regulations which should be met by products which are
imported into China.
Food and Beverage Labelling Regulations in China
To comply with China’s food labelling regulations, all imported foods and
beverages have to show a white label attached to individual bottles, cans or
packets in simplified Chinese as used in mainland China. Labels must be approved
by the Chinese Inspection and Quarantine Service (CQIS). The regulation
requests products to be labelled before shipping, but as this is difficult to carry
out CQIS allows labelling to take place in bonded warehouses in China.
The following is the minimum requirement of information to be listed:
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Standard name of foodstuffs.
List of ingredients as percentages in descending order of content, net
weight and volume of each.
Name and address of manufacturer and local agent or distributor.
Production date, best before end date and guidance for storage.
Country of origin.
Quality grade.
Code of national standard, or industrial standard, or enterprise standard
for the production.
Special contents if there are any (e.g. irradiated food).
On the label, ingredients such as herbs or sugar must state specific types. Label
verification from CQIS usually takes one to two weeks. This process is generally
handled in conjunction with the importer or distributor, due to language issues
and the need for cooperation with CQIS.
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Chinese Organic Standards
In 2005, the Chinese Government implemented its own organic standards. The
regulation is divided into four parts:
Production
Processing
Labelling and Marketing
Management systems
The regulations are jointly issued by the Standardization Administration of China
(SAC) and AQSIQ.
Some key points relating to labelling of organic products are as follows:
The use of ‘organic’ and the mark of China Organic Product Certification
can only be used for products produced and processed according to
national organic standards, unless the use of ‘organic’ is unrelated to the
production process and practices.
Products without organic product certification cannot use the label of
organic production certification.
The labelling and organic production certification labels of imported
products shall also conform to these standards.
Therefore, even though a product may be certified organic in their home country
or in other markets, they will not be allowed to use ‘organic’ terms on their
packaging unless they receive Chinese certification.
In 2011, the National Standards for Organic Products were modified. The new
standard GB/T19630-2011 and its implementation came into effect on 1 March
2012.
Major changes in the new implementation rules of Chinese Organic Standards
with reference to the fish industry include:
The standards require zero-tolerance of residues.
If products come from a cooperative group, that is to say, from different
farms, each farm needs to be inspected.
Once a product receives the organic certification, it will be assigned an
authentication code. Consumers can use this code to check whether the
product is truly certified organic. Each SKU will have a code.
This law was previously in place but erratically enforced. There has been an
indication of stricter implementation of the regulation since November 2011.
Some companies were told to remove the English term ‘organic’ from their labels.
Enforcement of the regulations is complicated and several agencies are involved.
At the port of entry the CIQ are responsible for stopping products marked
‘organic’ without Chinese organic certification. In such an incident, the importer
will be required to mark off or remove the organic seal or any other words or
26
references. After importation, the local Business Bureau can remove products
that not meet standards or rules.
Cost of Certification
Certification costs can vary as cost is determined by the process of inspection.
There if a variety of lab tests are required it will increase the cost of certification.
On average a product can cost up to $3,200, however, for more tests required
will add to costs. In addition to this cost, companies wishing to seek organic
certification will have to pay for the travel and accommodation of Chinese
inspectors to inspect their suitability.
Organic certification needs to be renewed each year. Fees however, are reduced
by nearly a third during the re-certification procedure.
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4.5 Tips and Useful Links
Investors and importers in China should be aware of the diversity in the country.
China is not a single market but a mixture of small markets separated by
geography, culture, cuisine, demographics and dialects. Due to this diversity,
there is no foolproof method for achieving success in China, but there are
however some basic ways to improve the chances of success:
Build Relationships
Whilst China’s legal system has seen improvement over recent years, it remains
at times inconsistent and is still dependant on personal contacts and influence
(referred to as ‘guanxi’). Establishing a strong network in China is of paramount
importance for any company seriously considering investing in the country, and
will be invaluable if any future disputes arise.
Find a local partner and/or distributor
The success of an exporter is often dependant on their local partners. Building
relationships with distributors and suppliers can often be the fastest way to
success, as it allows exporters to tap into pre-existing networks. For larger
companies and companies with a long-term commitment to China, establishing a
representative office or a joint venture partnership may be worthwhile.
Be flexible
China is unpredictable and things can change very quickly. Keep an open mind
and be flexible so as to take advantage of any opportunities as they arise.
Do your research
Just because a product succeeds in one country there is no guarantee it will in
China. The same is also true for provinces within China. Avoid hinging your
success on targeting one niche of consumers and expect to adjust your marketing
strategies quickly to target new consumer groups. Ultimately, the best way to
predict the success of a product is to do thorough research and to test your
products directly.
Tailor your products
Chinese consumers have different demands and tastes to those elsewhere. Be
prepared to adjust your products to suit their expectations. Packaging,
particularly if the products are often sold as gifts, is very important and has quite
well established conventions. Labeling and flavours are other areas where
exporters can come unstuck.
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Leading Trade Organisations
China Society of Fisheries
www.csfish.org.cn
China Society of Fisheries (CSF) is a national organisation under the Ministry of
Agriculture which provides market information and advisory services to producers
and processors. CSF also works with exporters associations from other countries
to promote seafood in China through workshops and conferences in China.
China Aquatic Products Marketing and Processing Association
www.cappma.org
China Aquatic Products Marketing and Processing Association (CAPPMA) was
founded in 1994 as a national non-profit organisation directed under the Ministry
of Agriculture. CAPPMA consists of seafood producers, processors, distributors,
suppliers, and institutions for fisheries research and education, as well as relevant
social entities that provide various services for seafood processing and marketing.
China Chamber of Commerce of Import and Export of Foodstuffs, Native
Produce and Animal By-Products
www.cccfna.org.cn
The China Chamber of Commerce of Import and Export of Foodstuffs, Native
Produce and Animal By-Products (CCCFNA) is the national organisation under the
Ministry of Commerce (MOFCOM) for importers and exporters. Its meat and
aquatic products division works with processors and importers in the market to
promote the import and export of seafood and meat products.
29
Key Trade shows in China
The 8th Shanghai International Fisheries & Seafood Exposition
Dates: 10th- 12th October, 2013
Venue: Shanghai New International Expo Centre
Website: www.sifse.com
China Seafood Expo is one of the leading annual trade shows in China focusing on
the seafood sector.
18th China Fisheries & Seafood Expo
Dates: 5th-7th November, 2013
Venue: Dalian World Expo Centre
Webiste: www.chinaseafoodexpo.com
China Fisheries & Seafood Exposition is currently the biggest fishery and seafood
trade show in Asia.
SIAL
Dates:7th-9th May, 2013
Venue: Shanghai New International Exhibition Centre
Website: www.sialchina.com
SIAL is one of the largest food & beverage show with over 2,000 exhibitors from
over 40 countries.
Food & Hotel China
Dates:13th-15thNovember,2013
Venue: Shanghai New International Exhibition Centre
Website: www.fhcchina.com
Food & Hotel China is a leading trade show for food, drink, hospitality, food
service, bakery, and retail sectors in China.
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4.6 Seafood Distributors in China
Sunkfa International Trade (Beijing) Co., Ltd
Founded in 1989, Sunkfa International trade (Beijing) Co., Ltd, is a specialised
seafood importer which supplies to high-end hotels and restaurants in China. It
operates through its distribution network and operations in Jingshen seafood
wholesale market in Beijing and Touchuan Lu market in Shanghai.
Beijing Baode Corp
Baode is a specialised meat and seafood distributor with offices in Beijing and
Shanghai. It supplies to hotels and restaurants in Beijing and Shanghai, as well
as distributing to individual households via an on-line shop.
Sun’s Seafood
Established in the late 1970s, Sun’s Seafood has become the leading distributor
of seafood from Australia, Indonesia, New Zealand and Canada. Sun’s Seafood
supplies to high-end hotels and regional seafood markets in China.
Rainbow Co Ltd
Beijing-based Rainbow Co is a seafood and meat distributor which operates retail
outlets in major wholesale markets in Beijing.
Tianjin Lifutong Food Trade Co Ltd
Tianjin Lifutong is a leading seafood importer in Tianjin. It supplies to the
catering industry in north China.
Beijing Oriental Sea-Tide CoLtd
Beijing Oriental Sea-Tide Co Ltd imports farmed Atlantic Salmon, Greenland
Halibut, Greenland Halibut head and tail, Skate wings, California Squid, Cuttlefish,
Grenadier, Female Caplin, Chilean seabass, and various kinds of shrimps.
Shanghai Yueyou Industry Co Ltd
Shanghai Yueyou Industry Co Ltd (Yueyou) specialises in the import of seafood
products. It is mainly engaged in the wholesale distribution of frozen seafood.
Yueyou’s major distribution channels include supermarkets, restaurants and
hotels. Its sales cover the Yangtze River Delta region of China.
Pan Fish (Shanghai) Co Ltd
Pan Fish (Shanghai) Co Ltd is a foreign-owned enterprise which has invested in
and built factories in China since 2000. Panfish’s main businesses are aquatic
products processing and marketing in Shanghai, Zhejiang, Jiangsu, Beijing and
other regions. The company supplies chilled, frozen, smoked, and wrapped fresh
seafood for Asia, North America and European customers. Pan Fish is capable of
serving the needs of hotels, supermarket chains, fast food companies and
Wholesalers.
Shanghai New Fishport International Co Ltd
Shanghai New Fishport International is engaged in the trade of seafood. The
company has set up many stable and long-term relations within the domestic
market. Shanghai New Fish port International also procures and sells green
seafood to many other customers in Canada, New Zealand and Australia.
Haizhixing Seafood
Haizhixing Seafood was established in 1997.The company is mainly engaged in
31
the import and export trade of ice fresh salmon aquatic products and has large
imports from Japan, Southeast Asia and many other overseas countries.
Shanghai Zhenzhi Food Co Ltd
Shanghai Zhenzhi Food Co Ltd is a limited liability company engaged in the
distribution and wholesale of seafood. Shanghai Zhenzhi’s main products include
silver pout, king crab, mackerel, squid, and Seabass.
Jinjun Marine Product & Food Co Ltd
Jinjun Marine Products & Food Co Ltd is an aquatic food supplier and trader. As a
member of the Alaska Seafood Marketing Institute, the company mainly produces
smoked salmon and smoked flounder as well as selling king crabs, oysters, fish
roe, mackerel, snow crab, basa fillet, red fish fillet and tilapia fillet. Jinjun Marine
Products & Food is capable of serving the needs of hotels, supermarket chains,
airlines and catering schools.
Forest Brothers Seafood Co Ltd
Forest Brothers Seafood has been engaged in processing and exporting seafood
since 1980. Their product range covers Talipia, Shark, Pike, Perch, Japanese
Seabass, Eel, Rainbow Trout and Shrimp. In recent years Forest Brothers Seafood
has been working with overseas suppliers to import a wide range of seafood
including ribbon fish, cuttlefish, yellow croaker, bonito tuna, sardines and squid.
GuangzhouAoxin Marine Products Co Ltd
Founded in 1992, Guangzhou Aoxin Marine Products Co Ltd is one of the leading
companies in the industry. They have established a comprehensive marketing and
sales network in major cities across China, which allows them to distribute to
hotels, supermarkets and catering companies. Aoxin Marine Products has
established long-term partnerships with Simgood Pty Ltd in Australia, Golden
Seafood Inc. in Canada and Me-Ca-Mei Seafood Inc. in the United States. They
are also a member of the Alaska Fishery Association in the United States and
have organised several events to promote their products. Aoxin Marine Products
is a member of the Guangdong Fishery Distributing and Manufacturing
Association.
Shenzhen Pengcheng Industrial Co Ltd
Founded in 1997 as a branch of Pengcheng (HK) Group, Shenzhen Pengcheng
Industrial Co Ltd provides live, frozen and dry aquatic products to high-end hotels
and restaurants. They have established partnerships with starred hotels and
guesthouses in Shenzhen, Dongguan, Huizhou, Zhongshan, Heyuan and Zhuhai
provinces. In 2006 Pengcheng was awarded the title of being one of ‘China’s Top
Ten Suppliers’ in the catering industry. Since its establishment, Pengcheng has
been cooperating with domestic and international suppliers to ensure their
products are of a high-quality and a reasonable price. At present, Pengcheng can
supply over 200 kinds of aquatic products, covering a variety of fish, shrimps,
crabs and shellfish. Pengcheng also own a transportation team to guarantee the
freshness of their products and a prompt delivery service.
Shenzhen Mingjifa Seafood Trading Co Ltd
Founded in 1996, Shenzhen Mingjifa started as a small-sized retailer and
developed into a large enterprise with more than 500 employees. Mingjifa is
engaged in the international trading of seafood and providing a diversity of
seafood to the domestic and international markets. Mingjifa has established a
sales network in the major coastal cities of China. They deal with live aquatic
products and frozen and dried seafood.
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5. CBBC RECOMMENDATIONS AND NEXT STEPS
Developing business relationships with companies in China requires frequent
communication and an ample investment of time. The key focus is to build
relationships and to understand each other’s businesses.
Increasing China Presence
CBBC recommends that companies interested in exporting to China attend
leading trade shows in China to meet with potential buyers in the market, and to
further their understanding of the supply structure and opportunities for aquatic
products. It will also provide a chance to see the level and type of competition
that currently operates in the market, as well as the different types of distribution
channels available. In section 4.5 we have listed some important trade shows for
2013:
• SIAL (7th-9th May, 2013)
• Food & Hotel China (13th-15th November, 2013)
• Shanghai Int. Fisheries & Seafood Exposition (10th-12th October, 2013)
• China Fisheries & Seafood Expo (5th-7th November, 2013)
It is also useful to stay in touch with the trade organisations that may help reach
out to their member companies or provide networking opportunities through the
conferences and events they organise. In section 4.5 we have listed three of the
China’s leading industry associations.
Making Contact with Chinese Distributors
In section 4.6 we have listed 16 Chinese distributors. CBBC recommends
Seafish’s levy payers seek to make contact with these distributors to establish if
there is demand for their products to be exported to China.
CBBC already has relationships with many aquatic product distributors in China.
UK Trade and Investment (UKTI) and CBBC will happily facility introductions to
trade organisations and potential distributors through the Overseas Market
Introduction Service (OMIS). For more details regarding what OMIS services in
China can do for UK businesses, please contact your UKTI or CBBC. The CBBC
sector lead for Agriculture, Food and Drink in China is Holly Chen, and in the UK it
is Claire Urry ([email protected]). You could also contact your local UKTI
international trade advisor.
Promotional Activities
There have been some successful cases in which companies promote their
products via sales promotions within supermarkets, hotels and food festivals. For
example, the American Food Festival in autumn 2012 was used to successfully
promote US snow crabs, oysters, yellow sole fins. CBBC would be happy discuss
what similar promotional opportunities exist for UK seafood producers.
For further market information from Seafish Industry Authority, please contact
Malcolm Large from Seafish Industry Authority
CBBC would also be happy to answer any further questions you may have in
relation to the content of this report.
33
Kind regards,
Holly Chen
Consultant
China-Britain Business Council, Beijing Office
T: + 86 (0)10 8525 1111 ext 331
34
6. APPENDIX
Major Ports in China (marked with Red Dots)
Source: www.cifa.org.cn
35
CBBC Services
Launchpad A flexible, fast, cost-effective and low risk means for you to explore
the opportunities across China working from CBBC offices.
Representative Office CBBC can streamline the process of establishing a
representative office in China and provide you with support at every step.
CBBC Employment Services Helping you plan for and identify key management
staff for your business in China. Includes both a selection and advisory service.
Chinese Business Culture Training Programme Provides your team with an
awareness of Chinese culture and guidance on how misunderstandings can arise
and be overcome. Contact Charlotte Zhang for more information.
Translation & Interpreting Services Company Profiles and Business Cards
can all be translated into Chinese through this service and we will also arrange
qualified interpreters for companies visiting China.
Visa Invitation Service Can secure a visa notification form which will enable
you to apply for a single, double or multiple entry Business Visa for entry into
China.
Company Check Services will carry out a company check on your behalf
through the local branch of SAIC (State Administration of Industry and
Commerce). This will provide basic key information about a company.
Market Research & Analysis including sector reports, market initiatives,
regulatory environment and market opportunities. Contact the CBBC Research
team.
Identification of Local Contacts from agents, distributors, suppliers and
potential partners. Contact the CBBC team or speak to one of our China Business
Advisers.
In-market Activities from meeting arrangements, to event organisations from
workshops and seminars to promotional activities and product launches. Contact
your closest CBBC office.
Directory (Services& Manufacturers Sectors) to help bring clients and
product/service providers together, and to help raise the profile of our corporate
members amongst manufacturers, exporters, traders and investors.
Sourcing from China Training Training to give an understanding of the
purchasing process, from finding and approaching suppliers to receiving the
finished goods, CBBC has developed a half day seminar.