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 Canada Beef Taiwan Goes Digital Digital platforms have become a widely-used source of information, especially during the pandemic as people rely on the internet and social media to stay connected. Canada Beef Taiwan launched official its website in 2015 and social media platforms (Facebook and Instagram) in May 2020. The goal is to provide a reliable source of information about Canadian beef as well as tips such as where to purchase Canadian beef, what’s new at the meat case along with delicious beef recipes. We update the official website every two months at canadabeef.tw; this includes posting technical videos, industry news and recipes. In October we initiated a program to boost both the website and social media channels to encourage more consumers to find us via search engines. Within the first month, we have successfully driven almost 2.4 million impressions and 10K clicks to our canadabeef.tw site to view the updated website content. This fall we also created a new fall BBQ beef series which was promoted through new promotional material and an ad placement in an online food magazine. This promotion has also supported an increase in traffic to our social media sites. Social media channels are updated twice a week with select content focusing on Canadian beef know-how and recipes on Instagram @canadabeeftwn and Facebook - Canada Beef Taiwan @CBTWN. We have gained 147 followers on Instagram and 107 followers on Facebook and after we started to boost both channels, we have seen more interaction and messages from our followers and new friends asking questions or commenting on our posts. This allows us to directly reach out to Canada beef targeted consumers to provide them with the information they need and the messages we want them to share.   In addition to creating content for our own Canada Beef digital platforms, we also partner with influencers to further promote Canada Beef and our platforms to wider audiences. The reason we work with other KOL key opinion leaders/influencers is to leverage the power of their influence to introduce Canadian beef to a wider audience; it also presents Canadian beef from a different perspective. Different influencers have different interpretations or ways of seeing our brand. They bring a new and fresh topic, or idea that we have not thought of using. In July 2020, we partnered with three KOLs and one chef in the Philippines for a Canada Day program. Each of the KOLs received a Canada Beef recipe box with selected Canadian beef cuts and a recipe challenge letter asking them to create their family recipes using Canadian beef. The result was positive, and we were able to include “Where to Buy Canadian Beef” information in the posts to create a sales opportunity for retail partners carrying Canadian beef. Our next project is working with a Vietnamese KOL/influencer to leverage their credibility and influence power to reach out to Vietnamese consumers about the Canada Beef brand and products. We will focus on healthy lifestyles and cooking, and fitness topics; each influencer is going to create a cooking video using Canadian beef and share their cooking experiences with their audiences and followers. Check out their pages Cam Family with YouTube followers of 873K and 168K Facebook followers. https://www.youtube.com/channel/UClsAZnicRDs_25b_1DxldKA https://www.facebook.com/GiaDinhCamCam Dino Vu with YouTube follower 365K, Facebook 86K and Instagram 110K https://www.youtube.com/channel/UCwTi_xn6ukH9QJsNtH-oNWw FB: https://www.facebook.com/dinovu IG: https://www.instagram.com/dinovux/?hl=vi TV Celebrity Chef Nguyen Manh Hung with Facebook follower 13K https://www.facebook.com/hungazit China COVID UPDATE China's economy has maintained a steady recovery. Although new cases have appeared locally in some areas since the weather turned cold, the epidemic situation appears under control overall. The government attaches great importance to the inspection and disinfection of imported cold-chain food. Sales of imported meat were also challenged due to increased public concern over imported frozen food and because of this, retailers focused on domestic meat sales. Foodservice sales are recovering quite well in east and south China, but there are still challenges in the north. With the cold weather, hot pot and barbecue restaurants have also entered their peak sales season. Due to the uncertainty and concern that remains, importers are staying very cautious in terms of ordering imported meat, especially chilled products which have shorter shelf life than frozen products. The epidemic situation in Hong Kong returned and deteriorated rapidly. The government has tightened social distancing measures and encouraged citizens to reduce social gatherings. As the epidemic rebounds and the government encourages people to eat out less, food retail is expected to have another wave of growth although it may not as high as it was during the first outbreak. Foodservice recovery is challenged again due to the latest outbreak and the continuous restriction to limit dining to four people per table. Overall, market inventory is medium to low as importers are being cautious not to import too much beef out of concern for the slow recovery of foodservice sales and the local economic recession. Back to main page  China and SE Asia team Angie Xu, Deana Keo, Iris Sung and Rachel Zhange |
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