Presentation on theme: "1 World of Food Beijing – powered by Anuga www.worldoffoodbeijing.com November 26-28., 2014 China National Convention Center Target Audience – Region Positioning."— Presentation transcript:
1 World of Food Beijing – powered by Anuga November , 2014 China National Convention Center Target Audience – Region Positioning North Area Municipalities : Beijing, Tianjin Provincial Capitals: Shijiazhuang, Hohhot Data Analysis 1.Beijing - Rich resources 2.Beijing-Tianjin Region - Food consumption occupies the core position of the northern regions 3.A variety of format, diversity of industrial traders, wide coverage of entire food industry chain 4.High degree of internationalization, world diversity of culinary culture, and strong dependence on imported food consumption Trade Visitors Invitation Methods 1.Chamber of Commerce, organization, association headquarters in Beijing- Tianjin regions - invite through Chain Association, Federation of commercial, retail institutions, and Association of Hotel & Restaurants. 2.Great amount of supermarkets & restaurants - invite through direct mail, direct calling, e-newsletter mass approach 3.Plenty of Western restaurants - imported food display - cooking demonstrations onsite - advocate positive business matching among hospitality industry & get to attract more trade visitors 4.Major SMEs of restaurants set up by youth entrepreneurs - invite through online promotion & e- commerce approach 5.Well-known chefs & food critics - mainstream of high-class hotels & restaurants - invite for onsite side programmes support - enrich the content and value of the trade fair 6.Embassies and Headquarters of Overseas Institutions base in China - invite through direct mail - pay a visit to invite - invite to onsite for foreign food recommendations - conduct business matching before & after Data Characteristics 1.E-commerce becomes the key player in the emerging sales pattern for imported food 2.Large & potential imported food consumption created by the increased numbers of high-class restaurants & hotels 3.CFNA members has strong influence in Chinas food industry and will be invited to the fair by CFNA 4.Strong trade visitors database support, mass visitors promotion on the go
2 World of Food Beijing – powered by Anuga November , 2014 China National Convention Center Target Audience – Region Positioning Northeast Area Provincial Capitals: Shenyang, Changchun, Harbin Key Cities: Dalian Data Analysis Imported food consumption & hospitality market mainly concentrate in the provincial capitals and costal cities such as Dalian. 1.Strong link with Northeast Asia, Japan, Russia and Korea, with significant multi-cultural features. 2.Strong purchasing power in Liaoning Province Data Characteristics 1.Superiority in Korean food consumption 2.Stable growth and potential trend, covering with entire food, hotels and restaurants industry 3.Imported food influence food consumption behaviors through retails, hotels and restaurants Trade Visitors Invitation Methods 1.Areas under developing with great market potential - invite through local business associations - CFNA member system 2.Dalian, as one of the costal city of open economy, with strong purchasing power and positive buying behavior towards imported food. While as being a key transport hub of the region to link with Northeast and Russia, Harbin is considered as another key city for trade visit targeting. 3.Korean group of trade visitors - invite by exhibitors from Korean pavilion - through pre-business-matching to enhance Korean culinary culture trend in the region 4.Retailers & Supermarkets - invite through mass direct mailing - direct calling - to reach regional trade buyers and restaurant owners base on imported food culture with local characteristics 5.Regional SMEs of restaurants set up by youth entrepreneurs - strong & positive acceptance on innovations and new trends such as imported food - Foster long-term trade - provide target audiences with latest industry trends and imported food cognition so as to build brand loyalty.
3 World of Food Beijing – powered by Anuga November , 2014 China National Convention Center Target Audience – Region Positioning Central, East & Northwest Areas Provincial Capitals: Jinan, Henan, Taiyuan, Xian Key Cities: Qingdao, Jinan, Xian Data Analysis Prominent food purchasing power and comprehensive hospitality and restaurant coverage in Shandong and Shaanxi province. 1.Henan province – strong potential of growth and development 2.Qingdao and Xian as the representative cities, strong purchasing power on imported food consumption Data Characteristics 1.Qingdao – multi-cultural costal city, strong acceptance of imported food, tourist city with strength in hospitality and consumption circulation 2.Xian and Zhengzhou – inland cities with much the same level of strong purchasing power in potential compare to costal cities Trade Visitors Invitation Methods 1.Shandong province - invite through Associations & Institutions to reach local traders network - CFNA members in the region to influence the industry experts 2.Qingdao & Jinan - typical cities in Shandong province generate greater consumption - invite through frequent direct mailing and direct calling to approach western restaurants and casual restaurants. 3.Zhengzhou & Xian - Provincial Capitals in the central and Northwest areas - invite local retailers & restaurants - influence the surrounding areas with the industry - gain the support of local associations and organizations
4 World of Food Beijing – powered by Anuga November , 2014 China National Convention Center Target Audience – Channels Coverage Key Cities North Area: Beijing, Tianjin Northeast Area: Shenyang, Dalian Northwest Area: Xian Central China Area: Jinan, Qingdao, Zhengzhou Specialist Franchise Supermarkets & Convenient Shops Food Grocery Stores Imported Food Supermarkets Online Imported Food Stores Online Imported Wine Stores KTV & Bars Wine Distributors Liquor Stores Coffee Shops Bakeries & Pastry Shops Ice-cream Shops Desert & Drinks Shop Baby Accessories Store Hotels & Restaurants Italian Restaurants French Restaurants Steakhouses Pizza Restaurants Southeast Asian Cuisine Restaurant Japanese Restaurants Korean Restaurants Other Western Restaurants High-class Hotels Private Club Houses Industry Groups Distributors, Importers, Purchasers, Shop Owners, Restaurants Staffs, Chefs, Sommeliers, Online Shop Owners Support by Associations - Partnership for synchronized invitation - Events & meetings organized by CFNA members - Direct mail & E-newsletter approach -Member Activities organized by CFNA during WOFB Organize for members group visiting China Chamber of Commerce for Food Stuffs and Native Produce (CFNA) Business Associations in Beijing, Tianjin, Qingdao, Shijiazhuang, etc. China Chain Store and Franchise Association Beijing WTO Office China Hotel Association China Cuisine Association Beijing Coffee Association Media Promotion - Print Media of Food Industry - Print Media Specialized in Wine & Liquor - Major Food & Food Related Websites - Internal Publications of Associations & Institutions Print Media of Food Industry Print Media for Supermarket Procurement Circulation Print Media Specialized in Wine & Liquor Professional Print Media Specialized in Hospitality Major Food & Food Related Websites Internal Publications & Membership Journals of Association Partner Channels & Approaches - Through SMS, MMS and E-newsletter to approach hotels & restaurants - Direct mail to reach hotels & restaurants -Social media interaction with well-known experts in hotels & restaurants - Food website & online critics to reach restaurants Hotels & Restaurants Places Have Large Consumption of Wine & Liquor in Restaurant Chains SMEs of Restaurants Set Up by Youth Entrepreneurs Managers of well-known Catering Establishments in Beijing & Tianjin Well-known Chefs & Sommeliers in Beijing & Tianjin E-commerce of Imported Food E-commerce of Imported Wine Print Ads Online Ads Direct Mail E-newsletter Pre-registration Call Center Associations Organizations Side Programmes Badge DM Database Exhibitors Social Media Concurrent Side Programmes - Cooking Contestants invited by catering training institutions - Restaurants Staffs attracted by Cooking Competition - Business Matching program dedicates to decision makers of procurement Catering Training Institutions in Beijing Culinary & Skills Training Institutions in Beijing Head of Food Procurement in Supermarkets in Beijing
5 World of Food Beijing – powered by Anuga November , 2014 China National Convention Center Target Audience – Promotional Tools Key Cities North Area: Beijing, Tianjin Northeast Area: Shenyang, Dalian Northwest Area: Xian Central China Area: Jinan, Qingdao, Zhengzhou E-newsletter - Trade Fair Facts & Figures - Latest highlights of the Fair - Quick Access of Fair Information - Pre-registration Service Remind - Trade Visitor Database Update According to Feedback Report Direct Mailing - Reading Behavior Preference for Most of Restaurant Owners - Better Way of Approaching Traders - Print Materials for the Fair Information - Provide Trade Visitor Badges - Trade Visitor Database Update According to Direct Mailing Conditions Media & Propaganda - Online Banners for Websites - Print Media Publications & Advertisements - Posters for Industrial Meetings & Conferences - Exclusive Interviews & Special Column for the Fair - Press Conference to Announce the Latest News of the Fair Modern Media - Advertising on WeChat App, Weibo App, etc. - Social Media Interaction with Traders - Dedicate to Young Restaurant Owners & Gather Interests Review of the Fair - Focus on the New Launch of the Fair - Highlights of Exhibit Profile - Enhance Overseas & Domestic Exhibitors - Introduction of Side Programmes - Facts & Figures for Trade Visitors Business Invitation -Design for Exhibitors to Invite Potential Clients - Design for Important Enterprises Groups - Including Side Programmes Onsite Side Programmes - Content of Side Programmes Onsite -Introduction of Guests Attending the Side Programmes - Highlight Supporters for Side Programmes - List of Participants for Side Programmes - Materials of Press Release for Media Visitor Guide Book -Include Information of Exhibitors & Map Directory - Include Value-added Service Information - Side Programmes Highlight - Activities by Exhibitors Specialist Franchise Supermarkets & Convenient Shops Food Grocery Stores Imported Food Supermarkets Online Imported Food Stores Online Imported Wine Stores KTV & Bars Wine Distributors Liquor Stores Coffee Shops Bakeries & Pastry Shops Ice-cream Shops Desert & Drinks Shop Baby Accessories Store Hotels & Restaurants Italian Restaurants French Restaurants Steakhouses Pizza Restaurants Southeast Asian Cuisine Restaurant Japanese Restaurants Korean Restaurants Other Western Restaurants High-class Hotels Private Club Houses Industry Groups Distributors, Importers, Purchasers, Shop Owners, Restaurants Staffs, Chefs, Sommeliers, Online Shop Owners