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 Canadian Beef Retail Promotion in China and Hong Kong markets Retail promotion is a key strategy for increasing public awareness of Canadian beef brands, resulting in expanded sales volume and market share. Speaking directly to consumers at the place of purchase, showcasing the product and providing samples are tried-and-true marketing tactics. China has a vast food retail sector that ranges from smaller community-based fresh food retail to hypermarkets which focus on premium imports. China’s food retail industry offers an amazing platform for increasing consumer brand awareness and sales promotion of Canadian beef. Instore sampling, cooking demos and tastings, point-of-purchase marketing, media engagement – all of these and more inspire Canadian beef sales. In September, CBII China held two retail promotions that are excellent examples of successful events.  Canadian Beef Fair @ YATA Supermarket in Hong Kong YATA is a local Japanese-style high end supermarket in Hong Kong with 11 stores; their emphasis is on good quality fresh food. A loyal partner of Canada Beef, YATA Supermarket holds annual Canadian beef promotions. The Canadian Beef Fair this year was launched in eight YATA stores September 1 - 7 to promote 7 cuts (Hanging Tender, Top Blade, Rib Finger, Short Rib Boneless, Striploin, Ribeye and Tenderloin). A chef demo in one selected store drew major public interest, and post-promotion sales showed an increase of over 100% versus the pre-promotion period; sales were also up by two digits over the August 2019 promotion. Posts on social media, the YATA website and app reached over 10,000 views. The Canada Beef-YATA promotion demonstrates the success of a strategic partnership that benefits the retailer with Canadian beef purchase and sales volume, and enhances Canadian beef awareness and preference by Hong Kong consumers.  Canadian Beef Promotion @ Canadian Food Fair in Wushang Supermarket in Wuhan With some 80 stores, the Wuhan Wushang Supermarket is one of the biggest local retail chains in Hubei province. Its flagship store, Super-Life Supermarket, is one of Wuhan’s best-know high-end stores with a huge array of top-quality imported products and annual sales revenue of $ 177,374,700.00 CDN. The Canadian Food Promotion, co-organized by the Consulate General of Canada in Shanghai and the CCC Wuhan Office, took place Sept. 18-Oct. 8 to showcase the superb quality of Canadian food products and facilitate entry of Canadian food suppliers into the important Hubei consumer market. Canadian beef was a major player in this promotion, partnering with Wushang Supermarkets’ trading supplier to introduce Canadian beef into its flagship store and four other Wushang Supermarket locations. An opening ceremony was organized by the Canadian government, and Canadian beef was showcased in the opening ceremony cooking demo with media and VIP attendees. Featured Canadian beef cuts were Striploin, Ribeye, Brisket Cube, Chuck Tender, and Shoulder Cloud Long Cut cube. The highlighted chef demo celebrated striploin, which was prepared by grilling to showcase it to its best advantage.  Promotion for the event was extensive, emphasizing Canadian beef’s versatile attributes and a review of promotional activities with local media engagement, official Wushang Supermarket and Canadian Consulate WeChat postings, and in-store point-of-sale materials. Media coverage was extensive, including the Changjian Daily, Voice of Hubei social media account, the Han News Weibo account, and the Hubei Daily news. Canadian beef was a highlight of the Canadian Food Fair, and the promotion was highly successful in opening up Canadian beef’s access to new retail opportunities in southwest China, with over 13,000 views. China and Hong Kong market update through COVID-19 China’s economy has reverted back to typical growth with a GDP increase of +0.7% YOY in the first three quarters of this year, while major economic indicators became positive in the 3rd quarter. This growth spells potentially good news for Canadian Beef, as it could particularly benefit commodity exporters and countries connected to the Chinese economy. However, risks remain from resurgence of the COVID virus and its ongoing global impact. While consumer spending in China is catching up with the country's economic recovery, overall consumer momentum is not yet back to normal. In Hong Kong, as local infections continue to emerge, the epidemic is not yet under control. While the government has eased some restrictions on tourism, weddings and meetings, restrictions on food service have been continued, and social distancing is still required. Back to main page  China and SE Asia team Angie Xu, Deana Keo, Iris Sung and Rachel Zhange |
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