The document discusses the risks and rewards of selling food products to China. It provides an overview of the growing Chinese market and food import trends. The presentation recommends developing a sales strategy that identifies suitable products, sales channels, target regions and customers. It also warns of food fraud risks in China and advises traders to trademark brands, conduct due diligence on customers, implement supply chain traceability systems, and have representatives located in China. Overall, the document sees opportunities in China but stresses the need for careful risk management strategies.
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Food trade show presentation feb 2020
1. The Risks &
Rewards of Selling
Food to China โ
(Presented at Northern Ireland Manufacturing &
Supply Chain Conference 27/02/20
TCI China
https://www.tcichina.co.uk
2. Who am I?
Aidan Conaty
โขFounded TCI China in Qingdao China in 2003.
โขEstablished a QC Inspection network in 75 countries.
โขSet up the Goodada International trading platform.
โขChina analysis for Sea Fisheries Protection Authority.
โขWork with Seafood Companies exporting to China.
โขQualified Management Accountant (CIMA) & an MBA
from Trinity College Dublin.
โขWrite Business articles and blogs.
TCI China
https://www.tcichina.co.uk
4. TCI China
https://www.tcichina.co.uk
China โMarket Overview
โข By 2022 โ Its middle class est. 550 million.
โข In purchasing-power-parity terms, that range is
between Brazil and Italy.
โข Millions of Chinese trading up and becoming more
picky in their tastes, becoming more โwesternisedโ.
โข Regard expensive products as intrinsically better than
less expensive ones, are happy to try new things.
โข Use the Internet to research other peopleโs feedback
about a product.
โข Growth is forecasted to be stronger in smaller, inland
cities.
7. Key Sales Strategic Questions
Always ask the following key questions:
1. What products can you sell into China?
2. How do you intend to sell the products in China?
3. Where in China do you intend to sell the products?
4. Who are you going to sell the products to in China?
TCI China
https://www.tcichina.co.uk
8. 5 Tips to Successfully China Sales
1. Pricing
1. Consider a Premium Pricing Strategy.
2. Price to negotiate.
3. Remember โP.I.D.E.Lโ.
2. Explore different selling channels.
3. Have a โon the groundโ presence in China.
4. Avoid selling on credit.
5. Donโt be afraid.
TCI China
https://www.tcichina.co.uk
10. Food Fraud in China
โข 2008 - tainted milk powder scandal.
โข 2014 - a meat supplier to fast food chains
McDonaldโs and KFC in China was found to be
repackaging old meat and selling it as new.
โข 2015 - authorities seized 100,000 tonnes of
smuggled meat; some was more than 40 years old.
โข 2017 - authorities discovered 50 factories
manufacturing fake versions of well-known and
widely used food seasonings and sauces.
TCI China
https://www.tcichina.co.uk
12. Tips to Protect the Food
Products you Sell into China
1. Trademark your brand name & logo in China.
2. Have a โOn the groundโ presence in China.
3. Conduct continuous due diligence on your
customers.
4. Have a auditable supply chain system -
โFrom Farm to Forkโ.
5. Create a bi-lingual Chinese sales contract.
TCI China
https://www.tcichina.co.uk
14. Conclusion
โข There are tremendous opportunities in China
for NI & UK Food companies.
โข Be constantly reviewing your China Sales
Strategy - especially if already doing business
there.
โข Have a โOn the Groundโ presence in China.
โข Always be conducting due diligence.
โข Protect your brand name.
TCI China
https://www.tcichina.co.uk
In 2002, 40 percent of Chinaโs relatively small urban middle class lived in the four Tier-one cities: Beijing, Shanghai, Guangzhou, and Shenzhen. By 2022, the share of those megacities will probably fall to about 16 percent.
+75% of Urban consumers earn ($9,000 to $34,000) a year.
Strategy is messy
Creating a worthwhile plan
People are the key to success or failure
Leadership is at the CORE
Leaders are people tooโฆ
What products do you intend to sell into China?
What products are youโre allowed to sell to China?
Are you certified and Are you registered with the Chinese to sell these products into China?
What are the import taxes for your products? Who is the competition ( Ireland & France for Oysters)
2. How do you intend to sell the products in China?
1. Are you going to sell to wholesalers or importers
2. What about ecommerce platforms?
3. What about having your own ecommerce platform
3. Where in China do you intend to sell the products?
4. Who are you going to sell the products to in China?
Strategy is messy
Creating a worthwhile plan
People are the key to success or failure
Leadership is at the CORE
Leaders are people tooโฆ