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 Canadian Beef Retail Promotion—online and in-store Retail promotion is one of the key drivers used to increase Canadian beef sales and expand the volume and value of Canadian beef. It’s also an important tool to enhance the awareness of Canadian beef brands. It’s no surprise that the food retail sector in China is a huge business given the demands generated by its large population. Grocery retail sales include both online and in-store formats with online sales growing rapidly. According to research from McKinsey & Company, online retail sales in China are projected to grow to 45 to 50% of grocery sales by 2030. Leading retailers in China offer large-scale sales opportunities in both online and in-person shopping. With numerous locations across the country and high daily customer visits, these retailers provide the opportunity to reach many consumers to build brand awareness and increase sales for Canadian beef. In the third quarter, Canada Beef International Institute (CBII) China conducted three retail promotions via online or in-store channels in China and Hong Kong (HK). Canadian Beef Fair @ YATA Supermarket in Hong Kong YATA is a local Japanese-style high-end supermarket in Hong Kong with 11 locations. YATA targets local customers who shop daily for good quality, fresh food. YATA Supermarket is a loyal partner with Canada Beef and promotes Canadian beef at their stores annually. The Canadian Beef Fair was launched in eight select YATA stores August 17 – 23 to promote Canadian chilled beef cuts including boneless short ribs, striploin and ribeye steaks. The promotion was communicated via in-store point-of-sale materials, online apps, the YATA website and social media. In-store demonstrations were featured to introduce Canadian beef and offer sampling activities during the promotion. Canadian beef sales increased 458% compared to the non-promotional period (7-day promotion vs 14-day normal days—this information calculated and provided by the retailer), indicating the event successfully drew customer attention and beef sales. Canadian Beef Grill Fiesta @ Marae Supermarket in Hong Kong Marae Limited in Hong Kong conducted a Canadian Beef Grill Fiesta at four of their premium supermarkets August 13-26, 2021, with support from the Canada Beef Export Market Development Program. Marae operates a diverse food retail business with 10 stores in supermarkets or new concept food markets in large shopping malls and city centres. The two-week promotion featured Canadian beef cuts promoted on marketing materials and online communications (Facebook, mobile apps). Butchers were featured at in-store cutting demonstrations along with cooking and tasting demonstrations to showcase Canadian beef. The events tripled Canadian beef sales compared to non-promotional days. Canadian beef landed on Dingdong Fresh China Dingdong Fresh started purchasing Canadian beef chuck tender and short plate for its newly launched hot pot product line as of September 18, 2021.  The Canadian beef cuts were further processed at Dingdong’s processing company and packaged into 200g and 300g retail packs in Shanghai and then distributed to warehouses in 20 cities across the country. CBII provided Canadian beef labels to differentiate the products from the other origins and these labels were applied to every individual product pack. By the end of October over 350,000+ packs of Canadian beef were sold.CBII is also brainstorming with Dingdong’s purchasing team to prepare a Canadian beef new product launch in the coming months. The Dingdong Fresh APP was launched in 2014 and transformed into a family shopping business, focusing on the fresh e-commerce model in 2017. The company has become a leader in the fresh retail sector in China. It has nearly 20 categories on the shelves and is committed to providing users with direct purchases from warehouse distribution and fast 29-minute delivery to the home. COVID-19 Updates China’s beef demand continues to grow. In September, China imported 224,036 tonnes of beef, a 23% increase compared with September 2020 and a 15% increase vs August. Year-to-date September total import beef volume is 1.76 million tonnes, 11% higher than the previous year, while value is 5% over the previous year. With the high consumption period for beef approaching, it is projected that beef import volumes will continue to grow up to the Chinese New Year. Due to the expected supply shortage, imported beef market prices will also continue to rise. Hong Kong's economy continues to recover with the pandemic currently under control and growing local consumption demands. It is projected that consumption will grow 10% year-over-year (YOY) in the second half of the year. The Hong Kong government is working hard to finalize COVID-19 prevention policies in order to resume travel to Mainland China without quarantine. Restarting travel between Hong Kong and Mainland and Macao is one of the key factors in Hong Kong's economic recovery. Taiwan Update The Marriott Hotel International is one of the world’s leading luxury hotel chains with more than 7,600 hotels worldwide. Their newly-opened luxury hotel in south Taiwan, the Marriott Hotel Kaohsiung, is one of the largest international hotels in Kaohsiung City with 700 rooms. The hotel features seven restaurants including eastern-style restaurants, buffets, two western-style restaurants and a Japanese restaurant. Canadian beef AAA ribeye and striploin steaks are proudly presented on their menu at their steak restaurant M-Chef Steak & Teppanyaki.  Canada Beef is working closely with the Marriott Hotel team in Kaohsiung to develop a Canadian food promotion in the coming months. COVID-19 Update The COVID-19 situation in Taiwan is under control with no local cases reported in the past few weeks. First-dose vaccination rates have reached 70% which has allowed life to begin to return to normal. Wearing masks is still mandatory in public. Restaurants are allowed to operate at full capacity and all bars and entertainment places are allowed to operate as of late October. Border controls remain strict and all travellers must stay at a quarantine hotel for 14 days regardless of vaccination status. Taiwan GDP for 2021 is still forecast at 5.88% growth. Coming into the peak season of the lunar new year, demand for protein including beef is expected to increase. Back to main page  China and SE Asia team Angie Xu, Deana Keo, Iris Sung, Rachel Zhange |
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