ASMI International Activity Report China July 1-Sept. 30, 2017 p. 1
ASMI International Activity Report ASMI China FY 17/18 July - September 2017
Summary According to the latest statistics from China customs, the total amount of imported seafood from January through August reached 1.95 million metric tons with a value of US $5.29 billion, up by 17.6 percent in value over the corresponding period of last year.
Hema Fresh, a new constructed retail industry, is owned by Alibaba. Since its first outlet opened in Shanghai in 2016, there are now a total of 20 outlets in China including the cities of Shanghai, Beijing, and Shenzhen. Hema Fresh is a mixture of a supermarket, restaurant and fresh market. Consumers can place an order either through the app, Hema Fresh, or by purchasing in-store. One advantage of Hema Fresh is its fast delivery. As long as the distance is within three kilometers from the store, orders will be delivered within 30 minutes. Another benefit of Hema Fresh is that whether you shopping online or offline, you can pay the bill with Alipay rather than using cash or credit cards. Currently, Alaska king crab, black cod, and Pacific cod have already been sold on Hema Fresh. Hema Fresh has proven to be a good platform to promote Alaska seafood.
Western fast food, like McDonald’s, KFC and Burger King, has been very popular in China. They are favored by office staff, especially in fast-paced first-tier cities, due to speediness and convenience. With people’s increasing attention to food safety and health benefits, these fast food brands pay much attention to the quality and nutrition of products. Alaska pollock hamburger was once again promoted by McDonald’s as a featured working meal, combining the convenience of fast food with the high nutrition of Alaska seafood. Advertisements and promotional information were posted on the menu as well as a microblog and the WeChat app. The promotion of Alaska pollock hamburger also gained the public’s attention of other species of Alaska seafood.
ASMI International Activity Report China July – September 2017 p. 2
Activity Number: M17GXCHXC1- Consumer PR Activity Budget Spent to Date: US$23,200
Activity Description:
Alaska Seafood Recipe Development: For FY 2017/18, ASMI China will continue to develop unique recipes targeting Chinese consumers to educate them on how to fully utilize the Alaska seafood they purchase. While the availability of Alaska seafood has increased over the years, there are still many consumers who find storing and preparing Alaska seafood products challenging. Therefore, recipe books and online recipes are an essential tool to help these consumers get the best out of their purchases.
The recipes will follow a certain theme, such as kid’s meals or inspired by the Chinese medicinal and health philosophy. Cooking styles will be varied to make it flexible for consumers who prefer a diverse culinary experience.
The recipes will also be posted on social media, through both ASMI China’s Weibo and WeChat platform, which will help maximize exposure.
Besides well-known products like Alaska king crab, snow crab, salmon and black cod, ASMI China will also devote more effort to developing recipes to educate Chinese consumers on proper handling of other Alaska seafood like Pacific cod, yellowfin sole, pollock, pollock roe, herring roe, and sea cucumber.
Press Coverage Campaign Print media still holds the most influence over China’s growing online media industry. ASMI China has been running press coverage campaigns over the years to help position Alaska Seafood as one of China’s premier imported seafood products. Information on products and promotional events will be advertised through local, regional and national magazines and newspapers. ASMI China will also enhance its presence on online media, selecting a greater number of online platforms to maximize exposure in FY 2017/18.
Two rounds of press coverage campaigns will be conducted in Shanghai, Beijing, Guangzhou, and selected 2nd tier cities.
Advertorials and Advertisements Advertorials and advertisements are some of the most effective ways promote Alaska seafood’s quality of “wild, natural, and sustainable” with excellent quality and rich nutritional content. Thus, ASMI China will put more focus on online media to release advertorials and advertisements, as well as in major lifestyle and culinary magazines, and local and national newspapers as well.
After the success of the first subway train advertisements in Shanghai, ASMI China will once again launch a subway advertisement campaign in another 1st tier city, such as Shanghai, Beijing, and Guangzhou, which has a highly-developed subway system and millions of riders per day.
ASMI International Activity Report China July – September 2017 p. 3
Popular items such as king crab, salmon, and black cod will be featured in the advertisement along with the Alaska origin highlighted to educate consumers on the products Alaska seafood offers.
Media Tasting Event ASMI China will continue to host media tasting events in major cities like Shanghai, Beijing, Guangzhou, and Shenzhen. The events may even expand to other major 2nd tier cities, such as Shenyang, Chongqing, Chengdu, and Hangzhou. Invited media guests will not only have the chance to watch a live showcase of some of the best Alaska seafood being made but also sample the freshly made dishes to complete the full Alaska seafood experience.
Invited media guests will include journalists from key lifestyle magazines and newspapers and influential online personalities, also known as Key Opinion Leaders (KOLs), who will be invited to help showcase the brand power of Alaska Seafood. These KOLs will blog about the event, showcasing photos from the activity and the dishes, and mention Alaska seafood by name. With millions of readers and followers combined, it creates an environment where Alaska seafood can immediately gain significant exposure and interest.
The media tasting event will feature both premium Alaska seafood, as well as price-point products. This helps the newer, lesser-known products to quickly gain exposure, which benefits the launching of new to market products.
Date of Activity: 1. Press Coverage Campaign (the first round) ---The first round of press coverage campaign is ongoing and will be completed towards the end of December 2017.
2. Advertorials and Advertisements ---No current activities.
Activity Number: M17GXCHXT1- Retail Merchandising Activity Budget Spent to Date: $56,420
Activity Description:
Retail Promotion: Retail promotions are the most effective way to stimulate sales for Alaska seafood. With an increasing number of products available in China, ASMI China will put emphasize the wide variety of Alaska seafood product forms during the promotion. ASMI promotes high profile Alaska seafood like sockeye salmon, black cod, and king crab, and also will cover price-point products such as Pacific cod, rock sole, and yellowfin sole. The species increasing in popularity, like sea cucumber, will also be featured during retail promotions. To maximize exposure in-store, POS materials featuring the ASMI logo and slogan, a “Product of USA” sign, and website addresses will be set up on-site as decorations. The stores will also provide sample product tastings, which
ASMI International Activity Report China July – September 2017 p. 4
have always attracted consumers to gather and allows them to learn about the taste and flavor of Alaska seafood firsthand.
In the new fiscal year, ASMI China will continue to work with store-based chain retailers, in particular, gourmet stores, such as Citysuper, Ole’, CR Vanguard, Jusco, Carrefour, Metro, Lotus, and RT-Mart to boost the sales of Alaska seafood. Meanwhile, ASMI China will also work with the growing number of online retailers and some new influential websites such as Yihaodian, E- guo, Benlai, etc. in addition to leading platforms like Tmall and JD, to promote authentic Alaska seafood to millions of consumers who buy their groceries online.
Date of Activity: 1. Retail promotion at six outlets of PARKnSHOP in Guangzhou from July 19 to August 18, 2017 2. Retail promotion at New Yaohan in Macau from July 19 to August 1, 2017 3. Retail promotion at 10 outlets of G-Super in Shanghai from July 20 to August 19, 2017 4. Retail promotion at 12 outlets of AEON in Hong Kong from July 27 to August 9, 2017 5. Retail promotion at eight outlets of Ole and Blt in Guangdong from August 25 to September 25, 2017 6. Retail promotion at four stores including Ole, Blt, Epin life and G-mart in Xi’an from August 18 to September 20, 2017
Summary of Activity: 1. Retail promotion at six outlets of PARKn SHOP in Guangzhou from July 19 to August 18, 2017 A retail promotion was kicked off at PARKnSHOP (six outlets) from July 19 to August 18, 2017. Alaska seafood, including sockeye salmon, cod, and pollock, was featured during the promotion. Promoters and product sampling was arranged and recipe leaflets were distributed to those who purchased Alaska seafood during the promotion.
ASMI International Activity Report China July – September 2017 p. 5
2. Retail promotion at New Yaohan in Macau from July 19 to August 1, 2017 New Yaohan is the largest department store in Macau that provides a variety of necessities and products to locals in Macau. The supermarket incorporates worldwide food and grocery products and sells their customers high-end, quality products. Alaska king crab, snow crab, and black cod were featured during the promotion on July 19 - August 1, 2017.
ASMI International Activity Report China July – September 2017 p. 6
3. Retail promotion at ten outlets of G-Super in Shanghai from July 20 to August 19, 2017 G-Super is operated by the Greenland Group, China’s largest real estate developer, which offers various imported foods and beverages from around the world. There are 14 outlets in China so far, including ten in Shanghai. An Alaska seafood promotion was launched at all ten outlets in Shanghai. Alaska black cod, cod, yellowfin sole, and sea cucumber were involved in this promotion. Special Alalska Seafood decoration, including a pull-up banner, was arranged at each store.
4. Retail promotion at 12 outlets of AEON in Hong Kong from July 27 to August 9, 2017 ASMI China participated in the annual American Food Festival, which kicked off at 12 outlets of AEON in Hong Kong on July 27-August 9, 2017. Alaska coho salmon, black cod, cod and king crab were featured during the promotion and POS materials were used for decoration. Tastings were arranged as well.
ASMI International Activity Report China July – September 2017 p. 7
5. Retail promotion at eight outlets of Ole and Blt in Guangdong from August 25 to September 25, 2017 ASMI China carried out an in-store promotion at eight outlets of Ole and Blt in Guangdong, between August 25 to September 25, 2017. Alaska seafood like black cod, sea cucumber, and scallops were highlighted in the promotion and product sampling was provided.
ASMI International Activity Report China July – September 2017 p. 8
6. Retail promotion at Ole, Blt, Epin life and G-mart in Xi’an (4 stores) from August 18 to September 20, 2017 ASMI launched an in-store promotion to boost the sales of Alaska seafood in Xi’an from August 18th to September 20th. This event was held at selected Ole Wang Fujing outlet, Blt Saige outlet, G-mart Yanta outlet and Epin life supermarket Saigao outlet. During the promotion, Alaska cod, black cod, and yellowfin sole were highlighted and Alaska seafood recipe leaflets were handed out to people interested in Alaska seafood.
ASMI International Activity Report China July – September 2017 p. 9
Current Quarter Results: • Results: Six promotions were held both in Mainland China and Hong Kong/Macau achieving 1,070 promotional days. • Results: Consumer awareness was surveyed during these events. • Results: Gave out 36,000 seafood samples. • Results: Established one new retail chain. • Result: Attracted three retail promotional partners to carry Alaska seafood on a consistent, long-term basis.
Cumulative Fiscal Year Results: • Results: Seven promotions were held both in Mainland China and Hong Kong/Macau achieving 1,070 promotional days. • Results: Consumer awareness was surveyed during these events. • Results: Gave out 36,000 seafood samples. • Results: Established one new retail partner. • Result: Attracted three retail promotional partners to carry Alaska seafood on a consistent, long-term basis.
Activity Number: M17GXCHXT2- Trade Shows Activity Budget Spent to Date: $60,480
Activity Description:
China Fisheries & Seafood Expo 2017: For more than a decade, ASMI China has been participating in the annual China Fisheries & Seafood Expo, the largest seafood show in Asia. The expo, which will be held in the northeastern city of Qingdao, provides an ideal platform for ASMI China to introduce new and existing Alaska seafood products and Alaska companies to Chinese and international traders while continuing to build on the existing relationships between ASMI China and its Alaska seafood buyers.
ASMI International Activity Report China July – September 2017 p. 10
As always, the ASMI booth will highlight wide varieties of Alaska seafood products, meanwhile arranging product sampling, meeting space for Alaska industry members and the Chinese traders, and a display area for various species of Alaska seafood. Other supporting materials will also be distributed to visitors during the show.
SIAL China 2018: Hosted in May each year, SIAL China has been one of Asia's leading food and hospitality tradeshows for years. With over 2,700 exhibitors and over 55,000 visitors attending in 2015, SIAL is one of the best venues to attract new businesses and meet face-to-face with existing industry players.
ASMI’s activities at SIAL will be similar to those at the China Fisheries and Seafood Expo, including sample tasting, a product showcase, and one-on-one meetings. Educational materials, such as brochures and supplier directories, will also be handed out to interested parties.
The visitors at both shows will be asked to scan the QR code of ASMI China’s WeChat at the ASMI booth to help them follow ASMI on WeChat, which will contain a library of information, which can also be found in the brochures.
Activity Number: M17GXCHXT3- Trade Public Relations Activity Budget Spent to Date: $40,050
Activity Description:
Trade Seminars/Gatherings: Trade seminars and gatherings are one of the staples of ASMI’s marketing efforts in China, and will be continued for the years to come. Besides holding the seminars/gatherings in 1st and 2nd tier cities, cities such as Xi’an and Shijiazhuang, ASMI may potentially further expand Alaska seafood’s presence in some of the less recognized markets with high potential, building a foundation to attract new traders to import and introduce Alaska seafood to local businesses and consumers.
Chinese seafood traders, importers, retailers, wholesalers and distributors will be the prime targets to be invited to the events. The seminar/gathering will be educational and will help attendees gather new knowledge about market and product information on Alaska seafood. Information such as the Alaska waters and weather, sustainable fisheries management, rich nutritional values, and a wide variety of product forms will be emphasized during the events to drive home the point that Alaska seafood is “wild, natural, and sustainable.”
For FY 2017/18, newer Alaska seafood products such as herring roe and pollock roe will be featured more heavily while continuing to educate traders on traditional products like salmon, crab, black cod, and Pacific cod.
ASMI International Activity Report China July – September 2017 p. 11
Newsletter: The ASMI China quarterly newsletter reaches existing Chinese traders. To effectively and better meet the market demands in today’s society, ASMI China will launch two e-newsletters and a regular newsletter distributed on a quarterly basis. Both versions ensure the readers to read the most updated news about Alaska seafood. ASMI China believes that the quarterly newsletter is a great outlet to allow ASMI China’s targeted audience (including seafood importers, retailers, distributors and a selection of chefs, and purchasing managers in the HRI sector) to learn about the wide variety of ASMI’s activities including seminars, in-store/online promotions, event planning, newly developed recipes, and other activities.
Date of Activity: 1. Trade Seminars/Gatherings: a. ASMI Trade Gathering in Beijing, August 22, 2017 b. ASMI Trade Gathering in Guangzhou, September 21, 2017
2. Newsletter Issue No. 1, July- September 2017
Summary of Activity: 1. Trade Seminars/Gatherings a. ASMI Trade Gathering in Beijing on August 22, 2017 Beijing, the capital of China, is always an important market for Alaska seafood and traders in Beijing also play a vital role in ASMI’s marketing promotions. Keeping a good relationship with traders in Beijing is a necessity. The annual trade gathering was held in Beijing on August 22, 2017. Over 40 local seafood traders attended the event. A representative from ASMI China made a routine presentation to introduce the latest Alaska seafood information and marketing activities in China. Alaska black cod, herring roe sockeye salmon, snow crab, Pacific cod as well as yellowfin sole and herring roe were highlighted at the following lunch.
b. ASMI Trade Gathering in Guangzhou on September 21, 2017 A trade gathering was launched at the HILTON Guangzhou Baiyun on September 21. Over 50 seafood traders in Guangzhou attended this event. The latest data on Alaska seafood was shared with attendees during the presentation. In addition, Alaska seafood including snow crab, yellowfin sole, black cod, Pacific cod, pollock roe and herring roe were served
ASMI International Activity Report China July – September 2017 p. 12
at a dinner reception. The activity enabled ASMI to better understand and learn the market situation as well as enhance relationships with local seafood traders.
2. Newsletter Issue No. 1, July- September 2017 A quarterly newsletter is a productive way for ASMI to maintain long-term, cooperative relationships between ASMI and China's seafood traders. The first issue for FY17/18 has been released and distributed this quarter.
Brief translation: Left – * Learn Cooking Start from Dealing with Alaska Seafood Shanghai New Oriental Culinary School and Guangdong Vocational Technical School are well known for their culinary major. A one week Alaska seafood training was launched at each school this September. The training program is divided into lecture and practice. While in practice section, ASMI provided each student with one portion of Alaska seafood for cooking practice. Through this activity, students gain considerable knowledge of Alaska seafood and a comprehensive idea on how to cook Alaska seafood.
ASMI International Activity Report China July – September 2017 p. 13
* ASMI Trade Gatherings ASMI launched the trade gathering in Beijing on August 22 and in Guangzhou on September 21. Each event was well attended by over 40 seafood traders. An ASMI China representative introduced Alaska seafood to attendees, to enhance consumer’s awareness on Alaska seafood. Right –* Tmall Live Streaming, Experience Catching Seafood Live On June 21, Tmall hosted a live streaming in Detroit via its mobile app. It is a way for Chinese customers to feel and experience catching Alaska seafood through Tmall Discovery. ASMI Executive Director Ms. Alexa Tonkovich attended this live streaming. The live streaming helped deliver high quality seafood to Chinese customers. * Learn to cook Alaska seafood on family day Are you still staying at home with the air condition on? Why not learn how to cook Alaska seafood with your kids and enjoy the family time. An offline cooking class was held in The One Club Shanghai on August 11, during which a celebrity chef was invited to do a cooking demo and give out cooking tips. 21 families participated in this event, most of whom brought their children to the kitchen to learn cooking and to taste Alaska seafood together.
Left – * Encounter with Alaska Seafood This September, Grand Hyatt Shanghai and Asia International prepared a big surprise for food lovers in Shanghai, who brought Alaska seafood to a long buffet table, which can meet all the demanding of the customers at the same time. Well-selected Alaska black cod, Dungeness crab, and salmon not only taste good but are also devoted to sustainability. * Enjoy Pollock Mooncake at Mid-Autumn Festival The meat-stuff mooncake of Lao Dafang is the childhood memory of many Shanghai people. While Lao Dafang, who is well-known for its traditional snacks, they would also would like to develop new products. Recently Lao Dafang cooperated with ASMI China to develop and launch a new product -Alaska Pollock moon cake, mixing the traditional flavor with Alaska pollock, the main product of high-nutrition of Alaska seafood. The Alaska pollock mooncake is available at 30 outlet of Lao Dafang in Shanghai and 69 outlets of Carrefour in East China, where Lao Dafang has established special counters. From September 9 to October 10 you will be able to enjoy the unique flavor of the Alaska pollock mooncake and make your mid-Autumn festival this year a little bit different.
Right –* Alaska Seafood Lead the Food Fashion PARK n SHOP, Ole, and Blt are all stable and long-term partners with ASMI China and launched several retail promotions successfully in the past few years. This season ASMI China worked with them once again for in-store promotions, which drawing much attention of the consumers in Guangdong, and allowing them to try out healthy Alaska seafood. * Alaska Seafood Invite You to Enjoy Fine Food
ASMI International Activity Report China July – September 2017 p. 14
New Yaohan, the largest department store in Macau, provides necessities from domestic and abroad for consumers in Macau. Recently, ASMI China coordinated with them to launch a retail promotion of Alaska seafood.
Current Quarter Results: 1. Trade Seminars/Gatherings • Results: Two trade gatherings were well attended with a total of more than 90 seafood trade professionals • Results: Encouraged four traders to carry Alaska seafood for local consumption. • Results: At least one retail and one foodservice promotion have been conducted after the two events • Results: Encourage three existing traders to introduce new Alaska seafood products for local consumption.
2. Newsletter Issue No. 1 • Results: Expected to receive 10 trade leads.
Cumulative Fiscal Year Results: Same as above
Activity Number: M17GXCHXT4- Online Sales/New Media Promotion and Website Development and Maintenance Activity Budget Spent to Date: $12,230
Activity Description:
Online Sales/New Media Promotion China’s online shopping industry is one of the country’s fastest developing industries today. Hyper-competitive pricing and creative marketing efforts have created an e-commerce industry which has leapfrogged the US and the UK as the world’s largest at $458 billion. During the industry boom, mobile shopping, cross-border e-commerce, open platforms, and O2O are new engines of the industry.
Tmall, owned by NYSE publicly-traded Alibaba Group, has completely changed the landscape of the buying habits of Chinese consumers. With the rise of Tmall and its competitors, Chinese consumers can now easily access millions of merchandise from any corner of the world. Moreover, mobile devices have become the main platform Chinese consumers use for their online shopping. The $9 billion in sales on Tmall’s Singles' Day on November 11 has gained worldwide attention for its sheer sales volume, which illustrated the tremendous buying power of today’s Chinese consumer.
For the FY 2017/18, ASMI China will devote increased efforts on the new media platform which will help present Alaska seafood to Chinese consumers as a brand and product that is in touch with
ASMI International Activity Report China July – September 2017 p. 15
the latest trends and culture. ASMI China’s promotional events with Tmall and JD in 2015 once again achieved great success, thus paving the way for more companies wanting to work with ASMI China to feature Alaska seafood in the upcoming year.
1. Online Sales Promotion For FY 2017/18, ASMI China will continue to work closely with multiple online platforms such as Tmall, JD, YHD and other up and coming online sales channels to offer high quality, authentic Alaska seafood to a consumer base that reaches over one hundred million. Along with the online promotional sales events, POS materials such as recipe books and cooler bags accompany the sales events. Videos may also be filmed or made to accompany the sales event on the front page of the platform.
Online sales promotions have increasingly become the main sales channel for 1st and 2nd tier cities, where consumers are living faster and busier lifestyles, thus online grocery shopping has become increasingly needed. The online platform allows Alaska seafood to reach exponentially more consumers on a much larger scale through a few clicks on the computer or mobile devices. Chinese consumers can easily gain a better understanding of the nutritional merits and quality of Alaska seafood, helping generate a higher interest in purchasing ASMI products.
2. Offline Showcase with Online Sales At the offline showcase, ASMI China will invite a celebrity chef, or KOL, to do a live demo on handling and cooking Alaska seafood. The showcase will be held in some major cities like Shanghai, Beijing, Guangzhou, or Shenzhen. With the participation of one or more Alaska seafood suppliers, each supplier can provide product sampling to visitors, who can also scan the QR code of ASMI China’s WeChat account and receive a discount voucher for online purchasing. This type of event can attract many new customers for Alaska seafood, by introducing them to Alaska seafood in a non-formal setting and providing them with benefits for purchasing Alaska seafood products.
ASMI China’s Website & WeChat Maintenance ASMI China is currently using two websites to deliver timely and accurate information to the public, and both are updated on a regular basis. One is a consumer website, which mainly focuses on the nutritional value of Alaska seafood and recipes, and the other one is a trade website, which mostly emphasizes the outstanding fishing industry in Alaska and premium quality of Alaska seafood. ASMI China believes that the websites can serve as a linkage between the trade members and the consumers.
In addition, the WeChat official account launched in 2015 will receive weekly content updates. Each week, a different post featuring news or information on Alaska seafood or ASMI China activities, as well as recipes, will be posted. Occasionally, the WeChat account will host interactive activities with consumers to attract new and existing followers.
Date of Activity: 1. Online Sales/New Media Promotion
ASMI International Activity Report China July – September 2017 p. 16
a. Online sales and offline VIP event, July 1, 2017 b. Online promotion on Chunbo.com, July 17-July 31 c. Offline Cooking Class in Shanghai on August 11, 2017
2. Website update, July- September 2017
Summary of Activity: 1. Online Sales/New Media Promotion a. Online sales and offline VIP event, July 1, 2017 Following the Alibaba's "Gateway 17" in Detroit on June 20, and in order to further increase the sales of Alaska seafood products, an O2O promotion was launched in Shenzhen among ASMI China, Tmall, and local seafood traders on July 1. The offline event included a cooking demo and free tasting where deep-processed and ready-to-eat Alaska products such as pollock hamburger, pollock nugget, as well as black cod, Pacific cod, yellowfin sole, snow crab, king crab, halibut, sea cucumber, and pollock roe were highlighted. Over 30 consumers who had purchased Alaska seafood online were selected for the event. Games and a lucky draw were arranged during the activity and POS materials were distributed.
b. Online promotion at Chunbo.com, July 17-July 31 Chunbo.com, a regional e-commerce player conducted an online American Food Festival with the ATO Beijing from July 17 to 31, 2017. During the event, Alaska black cod, cod, pollock, sea cucumber and yellowfin sole were featured. Before the online promotion, an offline activity was arranged on July 14 to kick off this event. 150 Chunbo.com loyal customer families were invited. During the offline event, a chef was invited to do the cooking for customers. Alaska yellowfin sole was featured through the chef cooking demo and provided for tasting. Special POS materials and product brochures were showcased and distributed at the offline event to promote Alaska seafood better.
ASMI International Activity Report China July – September 2017 p. 17
c. Offline Cooking Class in Shanghai on August 11, 2017 To enhance consumers' awareness of Alaska seafood, ASMI China hosted an offline cooking class in Shanghai on August 11, when a celebrity chef was invited to do cooking demo featuring three varieties of Alaska seafood including black cod, snow crab, and pollock roe. 21 families divided into three groups attended this hands-on experience training and cooked three-course dishes according to the recipes developed by the celebrity chef.
2. Website Update, July- September 2017 ASMI website got 496 hits in the first quarter. The promotion information and product information were updated on time.
ASMI International Activity Report China July – September 2017 p. 18
3. Wechat Update, July-September, 2017
July 9, 2017
Title: Explore the Wonders of Alaska–the Seafood Kingdom in Hot Summer
Brief Translation: Alaska, as the largest state in the US, located in the Arctic Circle has a cold weather, but still large number of tourists travel there for a sightseeing, where is the paradise of dreamers, glaciers, Aurora Borealis, grizzly bears, and reindeer attract them as well as the fine
ASMI International Activity Report China July – September 2017 p. 19
Alaska seafood in the pure ocean. Alaska owns some well-known harbors like Dutch Harbor and Kodiak Harbor, which are among few origins that can supply a large number of wild salmon throughout the world.
July 16, 2017
Title: Essence of Europe Waits You to Have a Taste of the finest Alaska Seafood
Brief Translation: High-quality Alaska seafood came to Chengdu again and promoted by Essence of Europe. Alaska is home to pristine water, with strongly regulated fishing practices promoting sustainability, regulating over-fishing, and protecting from environmental pollution.
ASMI International Activity Report China July – September 2017 p. 20
July 23, 2017
Title: Gourmet Teach You Cooking Alaska Seafood -Season Five
Brief Translation: Are your appetite down in this stifling summer heat? Is high-temperature kitchen making you uncomfortable? Streaming is the easiest and the best way to keep the nutrition. Today I will introduce you to a steam of Alaska yellowfin sole.
July 28, 2017
Title: Midsummer night! Enjoy a Bite of Alaska Seafood
Brief Translation: If you are a food lover who would like to eat fine food from the world, you should not miss the high-quality Alaska seafood. Various seafood fished from Alaska waters during the Alaska Seafood Festival can satisfy your demand for natural, wild and tasty seafood. The good taste of Alaska seafood is waiting for you at Regal Financial Center Hotel.
ASMI International Activity Report China July – September 2017 p. 21
August 6, 2017
Title: Alaska Seafood, Treasure from the Sea
Brief Translation: With 34,000 miles of coastline, Alaska is the largest and most abundant commercial fishing base in the world. Three varieties of crabs, five species of salmon, and halibut, cod, and flatfish can be found living in the pure, frigid North Pacific Ocean throughout the year. In such a natural growing environment, Alaska seafood owns its unique flavor and fine texture.
ASMI International Activity Report China July – September 2017 p. 22
August 13, 2017
Title: This Is the Right Cooking Method of Alaska Black Cod for Little Babies
Brief Translation: Moms all know that cod contains high-quality protein, vitamin, and Ω-3, which can improve the development of children’s body and brain as well as strengthen their immunity, but which kind of fish fits little baby? Alaska black cod, Pacific cod, and Alaska Pollock are all appropriate food for baby, but they taste a little bit different on flavor. Among them, black cod is high in fish oil, Pacific cod is low in oil and fat.
August 18, 2017
Title: I Can Assure You This Tastes Good
Brief Translation: Being a food lover is never a thing to be ashamed of, because you are proficient in eating food and cooking it as well, and you can make yourself fine food from time to time. Today’s author will share some cooking methods of Alaska seafood with you.
ASMI International Activity Report China July – September 2017 p. 23
August 27, 2017
Title: Fine Food comes from nature! Alaska Seafood Cooking Class
Brief Translation: An Alaska cooking class was launched in Shanghai on August 11, 2017. 21 families were invited to attend this cooking class, which aimed to deliver healthy lifestyle. During this class, a celebrity chef was invited to teach cooking Alaska seafood and golden tips in the kitchen.
ASMI International Activity Report China July – September 2017 p. 24
September 1, 2017
Title: A Seafood Trade Gathering Was Held In Beijing
Brief translation: A seafood trade gathering was held in Beijing by ASMI on August 22, 2017, 45 local seafood traders were invited to this trade gathering, amongst which Beijing Chunbo.com and sfbest.com attended as well. This is the 20th year anniversary of ASMI China, which has brought many species of Alaska seafood into the China market and enabled Chinese consumers to have more choice when they purchase.
September 10, 2017
Title: Zero Distance Contact with Alaska Seafood
Brief Translation: Shanghai New Oriental Culinary School started its one-week Alaska seafood training program from September 4 to 8, 2017. More than 300 students from 10 classes participated in this training, which started with the Western cuisine class, and this was the first time that students used Alaska seafood. Teachers introduced Alaska seafood in detail and in a practice section students were divided into groups and cooked together, teachers graded and commented on their work. Through this activity, students have a considerable knowledge of Alaska seafood and a comprehensive idea about how to cook Alaska seafood
ASMI International Activity Report China July – September 2017 p. 25
September 16, 2017
Title: If There Is Dimension Door, I’d like to Go to Alaska to Eat Seafood with Brown Bear
Brief Translation: This September, Grand Hyatt Shanghai prepared a big surprise for food lovers in Shanghai, who bought Alaska seafood to a long buffet table of Grand Hyatt, which can meet all the demand of the customers at the same time. The Alaska seafood provided was all wild and sustainable. Well-selected Alaska black cod, Dungeness crab, and salmon not only taste good but are also devoted to sustainability.
ASMI International Activity Report China July – September 2017 p. 26
September 24, 2017
Title: The most In-fashion Alaska Pollock Moon Cake in 2017
Brief Translation: The well-selected Alaska pollock was made into mooncakes, each of the Alaska Pollock was caught from Alaska waters, which contains high-quality natural fish oil and the calories are only one-tenth of that in pork; you can still keep a slim shape after eating it.
September 30, 2017
Title: Which One is Better? Deep-sea Fish or Fresh-water Fish
Brief Translation: Comparing with fresh-water fish, the flavor of deep-sea fish is better; it is rich in specific nutrition DHA and EPA with high mineral substance and vitamin. The living environment of deep-sea fish is better and the flesh is healthier.
ASMI International Activity Report China July – September 2017 p. 27
Current Quarter Results: 1. Online Sales / New Social Media Promotion • Results: 43,500kgs Alaska seafood products sold out through the event
2. Website Development and Maintenance: • Results: Generated 496 hits on the ASMI website during the fiscal year. • Results: Gathered 13 trade leads through the website.
3. WeChat update, July-September, 2017 • Results: Attracted over 20,000 followers of ASMI China’s WeChat account • Results: WeChat updated on a weekly with 13 posts
Cumulative Fiscal Year Results: 1. Online Sales / New Social Media Promotion • Results: 43,500kgs Alaska seafood products sold out through the event
2. Website Development and Maintenance: • Results: Generated 496 hits on the ASMI website during the fiscal year. • Results: Gathered 13 trade leads through the website.
3. WeChat update, July-September, 2017 • Results: Attracted over 20,000 followers of ASMI China’s WeChat account • Results: WeChat updated on a weekly with 13 posts
ASMI International Activity Report China July – September 2017 p. 28
Activity Number: M17GXCHXH1- Foodservice Promotions Activity Budget Spent to Date: $78,565
D. Activity Description: Menu promotions are an essential activity to promote the consumption of Alaska seafood, bringing business to the HRI industry and indirectly promoting retail sales of Alaska seafood. Known more to consumers as high-end items, products like Alaska king crab, snow crab, salmon, black cod have become some of the most well-known Alaska seafood in China. In recent years, through promotions and education, other species such as Pacific cod, yellowfin sole, pollock, and sea cucumber have gained consumer acceptance. These products are now becoming more often used in restaurants. Throughout the past decade, ASMI China has built a strong foundation for its partnership with a number of hotels and restaurants in holding the “Alaska Seafood Festival” menu promotion to great successes. As a result, more restaurants and hotels are willing and enthusiastic to work with ASMI China in hosting such promotions. This benefits not just the HRI players, but Chinese consumers as well, who now enjoy access to a wider selection of restaurants with a wider selection of Alaska seafood.
For FY 2017/18, besides maintaining the hotels/restaurant partnerships in the 1st tier cities, ASMI China will continue to explore quality restaurants in 2nd and 3rd tier cities to maximize market coverage. As these lower-tier cities continue to develop their consumers will be more capable of spending money on imported food.
Date of Activity: 1. Menu Promotion at the Essence of Europe (6 outlets), July 14- August 13, 2017 2. Menu promotion with Vertical City Hotel Guangzhou and Regal Financial Center Hotel Guangdong (2 hotels), July 17 - August 16, 2017. 3. Menu promotion at Grand Hyatt Shanghai, September 1- September 30, 2017 4. Menu promotion at Asia International Hotel Guangzhou, September 1- September 30, 2017 5. Menu promotion at Westin Xiamen, September 8- 30, 2017 6. Alaska Pollock Moon cake promotion at 30 outlets of LaoDafang in Shanghai and 69 outlets of Carrefour in Eastern China from September 9 through October 10, 2017
Summary of Activity: 1. Menu Promotion at the Essence of Europe, July 14- August. 13, 2017 Since an Alaska seafood festival has been successfully conducted at Essence of Europe for three consecutive years, some Alaska seafood products are already one of the major items listed on the menu of Essence of Europe, due to popularity among local consumers. To provide more high-quality Alaska seafood for local consumers, Essence of Europe launched another menu promotion at six outlets in Chengdu on July 14-August 13, 2017. Alaska seafood including sockeye salmon, snow crab, scallops, and Greenland turbot was highlighted during the promotion. POS materials like posters, special menus, and table tents were developed for decoration of the sites.
ASMI International Activity Report China July – September 2017 p. 29
2. Menu promotion with Vertical City Hotel Guangzhou and Regal Financial Center Hotel Guangdong, July 17 - August 16, 2017. ASMI successfully launched a menu promotion with the Vertical City Hotel Guangzhou last year. Due to this success, they partnered with ASMI China once again to launch an Alaska seafood promotion from July 17 through August 16, 2017. Meanwhile, as an established hotel in Foshan, Regal Financial Center Hotel also had interest in working with ASMI China for an Alaska seafood festival. The promotion was scheduled at the same time from July 17 through August 16, 2017. During the promotion, Alaska seafood like yellowfin sole, black cod, cod, and pollock was featured and special POS materials including flyers, tablemats, KT boards and some props were developed for decoration at both hotels.
ASMI International Activity Report China July – September 2017 p. 30
Vertical City Hotel
Regal Financial Center Hotel
ASMI International Activity Report China July – September 2017 p. 31
3. Menu promotion at Grand Hyatt Shanghai, September 1- September 30, 2017 Grand Hyatt is a well-known five-star hotel, and their concept sustainability matches well with Alaska seafood, so an Alaska seafood menu promotion was launched in its cafeteria from September 1 to 30, 2017. Alaska seafood like black cod, cod, pollock, king crab, snow crab, and Dungeness crab was featured during the promotion. POS materials including backdrops, posters, banners, and flyers. were developed. Small gifts were developed and disturbed to those who ordered Alaska seafood.
4. Menu promotion at Asia International Hotel Guangzhou, September 1- September 30, 2017 The menu promotion launched at Asia International Hotel turned to be a great success last year, Asia International Hotel expressed their willingness to work with ASMI China once again to launch another menu promotion from September 1st to September 30th. Alaska seafood
ASMI International Activity Report China July – September 2017 p. 32
included Alaska cod, pink salmon, perch, and pollock featured in this menu promotion. In conjunction with the promotion, special POS materials were produced for decoration and distribution, which included backdrops, flyers and table mats.
5. Menu promotion at Westin Xiamen, September 8- September 30, 2017 A menu promotion was held in the cafeteria of Westin Xiamen between September 8 and September 30, 2017. Alaska cod, pollock, perch, yellowfin sole, and black cod were highlighted in this event. Special POS material like KT boards and backdrops were used for decoration at the venue. Also, special flyers were produced and distributed to consumers.
ASMI International Activity Report China July – September 2017 p. 33
6. Alaska Pollock Mooncake promotion at 30 outlets of LaoDafang in Shanghai and 69 outlets of Carrefour in Eastern China from September 9 through October 10, 2017 Mid-autumn Festival is one of the most important traditional festivals in China, and mooncake is the symbolic food for the mid-autumn festival, considering Lao Dafang is a well-known local pastry that is famous for its meat-stuffed mooncakes, ASMI China decided to cooperate with Lao Dafang and launch an Alaska pollock mooncake promotion from September 9th through October 10th. Alaska pollock mooncake was promoted at 30 outlets of Lao Dafang in Shanghai and at 69 outlets of Carrefour in Eastern China, in which Lao Dafang has established special counters. In conjunction with the promotion, special POS materials were produced for decoration on the sites and special flyers were produced for distribution; Alaska pollock mooncake was advertised in the DM post of Carrefour.
ASMI International Activity Report China July – September 2017 p. 34
Current Quarter Results: • Results: Six foodservice promotion was carried out in Mainland China. Over 300,000 consumers have been reached and 74,600kgs of Alaska seafood sold. • Results: Alaska seafood continued to be used after the promotion. • Results: Feedback was positive after foodservice promotions.
Cumulative Fiscal Year Results: Same as above
Activity Number: M17GXCHXH2- Chef Seminars Activity Budget Spent to Date: $0
Activity Description: China’s HRI sector has witnessed strong growth in recent years with rising personal income and the popularity of dining-out. This has created the perfect opportunity for the expansion of international hotels and restaurants, and many domestic counterparts have upgraded their brands, moving up to cater to middle-class consumers. The increasingly competitive market has pushed the players into providing products and services with higher quality and standards. While the government’s anti-corruption campaign has curtailed the high-end segment of this industry, many providers are moving down, catering also to the middle class as a way of survival, and many have thrived because of it. This pushes demand from high-end products to more affordable, price point products. As chefs begin to use these products more often, they increasingly seek out new cooking methods and techniques to distinguish one from another in this highly competitive industry.
Aside from chef seminars, ASMI China will feature its WeChat account more prominently to bring the latest recipes and cooking techniques at a touch of a screen. In addition, a group chat which will be joined by those who attended a chef seminar will be created. This provides a place where chefs can interact and share their experiences and tips with Alaska seafood while serving as a database for ASMI China to collect information and gather feedback from previous events or on product satisfaction.
Date of Activity: ---No current activities
ASMI International Activity Report China July – September 2017 p. 35
Activity Number: M17GXCHXH3- Training School Program Activity Budget Spent to Date: $33,000
Activity Description: The cooking school training program is ASMI China’s long-term strategy to develop and inspire future usage of Alaska seafood in China’s growing HRI industry. By hosting the program, a young generation of chefs and managers can have the opportunity to immerse themselves in the process of cooking with Alaska seafood, learning every aspect of using Alaska seafood along the way. They will be allowed to have a real hands-on experience, from learning how to properly prepare Alaska seafood, and cooking and seasoning them, freely utilizing their technique and knowledge of any given cuisine style into their dishes.
Students are encouraged to be creative and original, which will be vital to their development as chefs. ASMI will invite at least one senior chef to share their knowledge and skills with students. This type of event venues will take place in the 1st-tier cities and some selected 2nd-tier cities.
Date of Activity: 1. Training School Program at New Oriental Culinary School in Shanghai, September 4-8, 2017 2. Training School Program at Trade Vocational Technical School in Guangzhou, September 18-22, 2017
Summary of Activity: 1. Training School Program at New Oriental Culinary School in Shanghai, September 4-8, 2017 The training School Program is an annual event of ASMI China to promote Alaska seafood. New Oriental Culinary School has a long-term cooperative relationship with ASMI, so this year a training school program was held in Shanghai with 300 students involved. During the program, a lecture on theory and an on-site cooking training were included in this course, so trainees could not only get the general idea of the features, storage and cooking methods of Alaska seafood but also had the chance to cook Alaska seafood on their own under the instruction of experienced teachers. This training program lasted for one week from September 4to September 8 and turned out to be a great success.
ASMI International Activity Report China July – September 2017 p. 36
2. Training School Program at Trade Vocational Technical School in Guangzhou Trade Vocational Technical School is a key technical school in China with over 20 majors, especially culinary majors. Through successful cooperation over previous years, ASMI China partnered with them once again to launch a training program on September 18 to September 22, 2017. More than 300 students were involved in the program. One-week’s special course was developed by the school, which consisted two parts: lecture on theories and hands-on training. During the lectures, school teachers gave a presentation on the features; defrosting procedures, cooking tips, and storage of Alaska seafood. While at hands-on training, all the participants practiced cooking Alaska seafood under the instruction of the teachers.
ASMI International Activity Report China July – September 2017 p. 37
Current Quarter Results: • Results: Two training programs were conducted. • Results: Targeted more than 300 participants for each program. • Results: Increase participant awareness of the distinctive features of Alaska seafood and preparation techniques. • Results: The Alaska seafood education program will be continued as a regular course in the two training schools.
Cumulative Fiscal Year Results: Same as above
Activity Number: M17GXCHXH4- Chef Competition Activity Budget Spent to Date: $0
Activity Description: Chef Competition will continue to serve as an effective way to promote Alaska seafood in this market. As such, ASMI China will conduct FY17/18’s chef competition in a new online format, which will be more cost-friendly. Partnering with a culinary association, 50-60 local chefs will be picked with the help of the association, who will be given a specific theme to work on, developing a recipe using Alaska seafood products. Ten finalists will be selected by judges from the association after the first round of elimination, and the final round will involve followers of ASMI China’s WeChat, who can vote on the ten dishes online. Three winners will be chosen in the end, and will receive recognition on ASMI China’s social media pages and be given prizes as reward. Pictures of winning recipes will be featured in future Alaska seafood promotional materials.
Date of Activity: --No current activities
ASMI International Activity Report China July 1-Sept. 30, 2017 p. 38
FY 17/18 Advertisements/Advertorials Publication Target Audience Distribution Circulation Readership # of Pages Cost Date/s New Tide July 10-16, Consumers Weekly 140,000 380,000 1 Page US$5,303 2017 Time Out Shanghai Half Page September (for menu promotion at Grand Hyatt Consumers Monthly 200,000 560,000 US$5,757 (12.3cm*18.5cm) 2017 Shanghai)
FY 17/18 Web Advertising Web Target Audience Hits/day Post Date/s Cost Miniko Find Food Wechat account (for menu promotion of Essence of Europe in Consumers 8,000 1 July 11, 2017 US$2,300 Chengdu) Wechat official account Consumers 8,000 1 September 5, 2017 (for menu promotion at Grand Hyatt Shanghai) Kuaibao.qq.com Consumers 15,000 1 September 5, 2017 (for menu promotion at Grand Hyatt Shanghai) US$4,000 Weibo.com Consumers 10,000 1 September 5, 2017 (for menu promotion at Grand Hyatt Shanghai) Sohu.com Consumers 20,000 1 September 6, 2017 (for menu promotion at Grand Hyatt Shanghai) Toutiao App Consumers 14,000 1 September 6, 2017 (for menu promotion at Grand Hyatt Shanghai) Shanghai Food Recommendation Wechat official account Consumers 10,000 1 September 1, 2017 (for Alaska Pollock mooncake promotion) US$7,700 Food Fashion Wechat official account( for 1 Consumers 5,000 September 15, 2017 Alaska Pollock mooncake promotion)
ASMI International Activity Report China July – September 2017 p. 39
RETAIL MERCHANDISING ACTIVITIES: Exchange Rate: US$1.00 = RMB6.6. Contribution Volume Sold Value Sold Promotion Dates During Activity Description Previous Previous Current Trade Partner / Nº of Outlets ASMI Third Party Promotion Period (kg) Period Period and Store Days Species Promoted (kg)
Total Q1 140 outlets $56,420 $10,700 24,18kgs 81,150kgs US$803,410 US$2,374,444 Results 4,238 days
Alaska seafood including 7,980kgs US$168,065 July 19- August sockeye salmon, cod, and
18, 2017 pollock was featured. Promoters PARKnSHOP Dec. 1-Dec. Dec. 1-Dec. and product sampling were in Guangzhou $11,000 $18,600 31, 2015 11,530kgs 31, 2015 US$146,745 6 outlets arranged and recipe leaflets were
distributed to those who had 5 Outlets 5 Outlets 186 days interest to Alaska seafood during
the promotion. Alaska king crab, snow crab, and July 19- August black cod were featured. Alaska 1, 2017 seafood POS materials were used New Yaohan for decoration and a screen AD $3,260 $1,400 0 1,270kgs 0 US$68,311 in Macau 1 outlet was posted at the store. Promoter
and product sampling were 14 days arranged July 20 - August Alaska black cod, cod, yellowfin 19, 2017 sole, and sea cucumber were G-Super highlighted. Pull-up banners $12,070 $31,000 0 24,040kgs 0 US$681,133 in Shanghai 10 outlets were produced for decoration. Promoters and tasting were 310 days arranged Alaska Coho salmon, black cod, July 27 - August cod and king crab were featured 9, 2017 during the promotion, when POS AEON materials were used for $8,100 $16,800 16,128kgs 16,970kgs US$635,345 US$681,371 in Hong Kong 12 outlets decoration. Besides, promoters
and tasting were arranged as 168 days well.
ASMI International Activity Report China July – September 2017 p. 40
Contribution Volume Sold Value Sold Promotion Dates / During Activity Description Third Previous Previous Trade Partner Nº of Outlets and ASMI Promotion Current Period Party Period (kg) Period Store Days Species Promoted (kg) Alaska black cod, sea August 25 - cucumber, and scallops were September 25, 2017 highlighted. Promoters and Ole and Blt product sampling were $12,050 $25,600 0 18,940kgs 0 US$677,248 in Guangdong 8 outlets provided.
256 days
During the promotion, Alaska cod, black cod, and yellowfin August 18- sole were highlighted, what’s September 20, 2017 Ole, Blt, Epin more, Alaska seafood recipe life and G-mart leaflets were handed out to $9,940 $13,600 0 8,400kgs 0 US$119,636 4 outlets in Xi’an people who had interest in
Alaska seafood. 136 days
Cum. 41 outlets $56,420 $10,700 24,18kgs 81,150kgs US$803,410 US$2,374,444 Year Results 1,070 days
ASMI International Activity Report China July – September 2017 p. 41
HRI PROMOTIONAL ACTIVITIES: Exchange Rate: US$1.00 = RMB6.60 Contribution Volume Sold Value Sold Promotion During Restaurant/ Activity Description Third Previous Dates / Nº of ASMI Promotion Previous Period Current Period Partner Party Period (kg) Outlets Species Promoted (kg)
Total Q1 11 outlets $65,865 $419,880 22,770kgs 74,600kgs US$669,564 US$1,081,644 Results 331 days
Alaska seafood including 16,370kgs US$466,297 July 14- August. sockeye salmon, snow crab, June 17–July June 17–July 15, 13, 2017 scallop, and Greenland turbot 15, 2016 2016 Essence of Europe was highlighted. POS materials $10,870 $22,320 15,900kgs US$479,880 in Chengdu 6 outlets like posters, special menu, and 7 outlets 7 outlets table tents were developed for
186 days decoration on the sites. 203 days 203 days
Alaska seafood like Yellowfin 3,300kgs US$77,388 Vertical City July 17 - August sole, black cod, cod, and June 15–July June 15–July 15, Hotel Guangzhou 16, 2017 Pollock was featured and 15, 2016 2016 and Regal special POS materials $4,250 $7,440 7,100kgs US$148,303 Financial Center 2 outlets including flyers, table mats, KT Vertical City Vertical City Hotel Hotel boards and some props were Hotel
in Guangdong 62 days developed for decoration. 31 days 31 days Alaska black cod, cod, Pollock, king crab, snow crab, and Dungeness crab were featured during the promotion. POS September 1- materials including backdrop, September 30, large posters were developed. 2017 Grand Hyatt Small gifts were developed and $13,145 $3,600 0 3,700kgs 0 US$183,879 in Shanghai, disturbed to those who ordered 1 outlet Alaska seafood. One AD was
put in a magazine to extend the 30 days influence of the activity and one KOL posted the event on his social media.
ASMI International Activity Report China July – September 2017 p. 42
Exchange Rate: US$1.00 = RMB6.60 Contribution Volume Sold Value Sold Promotion During Restaurant/ Activity Description Previous Dates / Nº of ASMI Third Party Promotion Previous Period Current Period Partner Period (kg) Outlets Species Promoted (kg) Alaska cod, pink salmon, perch, September 1- and Pollock were featured. In 3,100 kgs US$125,879 September 30, conjunction with the promotion, Asia Dec. 19, Dec. 19, 2016 – 2017 special POS materials were International 2016 – Jan. Jan. 18, 2017 produced for decoration and $2,900 $3,600 3,200kgs US$65,939 Hotel 18, 2017 1 outlet distribution, which include in Guangzhou, backdrop, flyers and table mats 31 days 31 days 30 days etc.
Alaska cod, Pollock, perch, September 8- yellowfin sole, and black cod September 30, were highlighted. Pos material 2017 like table mats, outdoor Westin billboards and backdrop were $8,700 $2,760 0 1,700kgs 0 US$34,249 in Xiamen, 1 outlet used for decoration. Also, special flyers were produced and 23 days distributed to consumers.
First time to Alaska pollock mooncake in China. Special POS materials were produced for September 9- Lao Dafang decoration on the sites and October 10, in Shanghai special flyers were produced for 2017 (30 outlets) and distribution; Alaska pollock $26,000 $380,160 0 43,000kgs 0 US$169,394 Carrefour in moon cake was advertised in the 99 outlets Eastern China DM post of Carrefour to spread
(69 outlets) the product. Also, two official 3,168 days what accounts posted advertising with articles to draw more attention from the public
110 outlets Cumulative. $65,865 $419,880 22,770kgs 74,600kgs US$669,564 US$1,081,644 Year Results 3,499 days
ASMI International Activity Report China July – September 2017 p. 43
ONLINE PROMOTIONAL ACTIVITIES: Exchange Rate: US$1.00 = RMB6.60 Contribution Volume Sold Value Sold During Online Player/ Promotion Dates Activity Description Previous Previous ASMI Third Party Promotion Current Period Partner / Promotion Days Period (kg) Period Species Promoted (kg) 1 online player Total $2,900 $11,029 41,000kgs 43,500kgs US$969,091 US$935,909 Q1 Results 15 days Alaska seafood including black cod, cod, pollock, sea cucumber and yellowfin sole were featured during the whole promotion. An offline event 41,000kgs US$969,091 was arranged on July 14 to kick July 17-31, 2017 off the online promotion. Chunbo.com $2,900 $11,029 Apr. 29 – 43,500kgs Apr. 29 – May US$935,909 Alaska seafood POS materials 15 days May 13, 13, 2017 and product brochures were 2017 showcased at the offline event. And Alaska yellowfin sole was featured through the chef cooking demo and provided for tasting.
1 online player Cumulative $2,900 $11,029 41,000kgs 43,500kgs US$969,091 US$935,909 Year Results 15 days
ASMI International Activity Report China July 1-Sept. 30, 2017 p. 44
Optional Additional Information:
Name Company Email Phone Wei Xing, Lin Shanghai Xiangyun Trading Co., Ltd [email protected] 86-18559231730 Tony, Wang Clipper Seafoods, Ltd. (China Office) [email protected] 86-13501708460 Zhiqiang, Kang Shanghai Fuyu Food Co., Ltd. [email protected] 86-13918192019 Yanqiong, Ni Polar Seafood Limited [email protected] 86-15802155322 Songtao, Chen Shanghai Sowell Trade Co., Ltd. sh_chensongtao2010 86-13391199766 April, Huang Hema Fresh [email protected] 86-13501752501 Li Duan, Wang SF Best [email protected] 86-10-52348722 Lisa, Li Beijing Chunbo Technology Co., Ltd [email protected] 86-10-62691799 Jin, Li Beijing Feishiyongxin Co., Ltd. [email protected] 86-13311206757 Fan, Wu Being Jing Xian Trading Co., Ltd [email protected] 86-13810029125 Yang, Wu Beijing ER Shang (Group) Co., Ltd [email protected] 86-15601313128 Hui, Wang WWW. Fishmen.Com.cn [email protected] 86-13910843998 Tao, Feng Sunkfa International Food (Beijing) Co., [email protected] 86-13810574176 Ltd Yan, Chen Oceanese Group [email protected] 86-10-88963967 Yan, Peng Beijing Hanhai Hongfu Trading Co., Ltd [email protected] 86-18911788977 Yunjing, Liu Beijing Yuanhaiheng International [email protected] 86-13801383309 Trading Co., Ltd Xiping, Chen Qingdao Beiyang Jiamei Seafood Co., [email protected] 86- LTD 13911792468 Hong, Ye Qingdao Rizheng Trading Co., Ltd. [email protected] 86-18653269091 Zhenyu, Hu Dalian Xiangyun Food Co., LTD [email protected] 86-15998420428 Mr. Qu Dalian Gaishi Seafood [email protected] 86-13009475785 Jirun, Cai, Guangzhou Hai Lai Trading Co., Ltd. [email protected] 86-18688863268 Guang, Su Guangzhou Xian Hui Food Co., Ltd [email protected] 86- 13902232321 Kangwan, Mo Guangzhou Aquatic Group Co., Ltd [email protected] 86- 13710900767 Hongmei, Mai Hantong Food Co., Ltd [email protected] 86- 13928223810 Junjie, Liu Guangzhou An Deli Fusi Food Co., Ltd [email protected] 86- 18902253404 Dacheng, Zhuo Guangzhou Mingwei Junzhuo Trading [email protected] 86- Co., Ltd 13825099964 Jiancong, Feng Guangzhou Ancheng Food Co., Ltd [email protected] 86- 13602417940 Nelson Tse Dah Chong Hong, Limited [email protected] 852-27683403 Philip Ng Ocean Harvest Frozen Food Ltd. [email protected] 852-25638878 Simon Kwok Macau New Yaohan Department Store [email protected] 853-28725338 Hey Tam PARK n SHOP (HK) Limited [email protected] 852-35216119 Valonia Ching Oriental Partners Limited [email protected] 852-23858005 Ben Chan Angliss Hong Kong Food Service [email protected] 852-24815111 Limited
ASMI International Activity Report China July – September 2017 p. 45
Meetings Attended: Please provide a list
Number of SMEs receiving communications (emails, direct mail, other)
Name of SME Assistance Provided • Have regular contacts with their reps in Shanghai • Exchange local seafood market information • Invite them to attend ASMI chef seminar in Clipper Seafood Co. Dalian • Invite them to attend trade gathering in Beijing and Guangzhou • Invite them to attend ASMI reception in Qingdao • Established regular contacts with the company in Qingdao • Coordinate with them about in-store and foodservice promotions as well as O2O Chang International promotion • Invite them to attend trade gathering in Beijing and Guangzhou • Invite them to attend ASMI reception in Qingdao
Number of SMEs participating in promotions (essentially suppliers):
Total buyer introductions to SMEs:
SMEs with significant export sales increases of 20% or greater (This info, in particular, is particularly appreciated):