Target Audience – Region Positioning
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World of Food Beijing – powered by Anuga www.worldoffoodbeijing.com November 26-28., 2014 China National Convention Center PowerPoint PPT Presentation


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Target Audience – Region Positioning. North Area Municipalities : Beijing, Tianjin Provincial Capitals: Shijiazhuang, Hohhot. Trade Visitors Invitation Methods Chamber of Commerce, organization, association headquarters in Beijing-Tianjin regions

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World of Food Beijing – powered by Anuga www.worldoffoodbeijing.com November 26-28., 2014 China National Convention Center

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World of food beijing powered by anuga www worldoffoodbeijing com november 26 28 2014 china national convention center

Target Audience – Region Positioning

North Area

Municipalities : Beijing, Tianjin

Provincial Capitals: Shijiazhuang, Hohhot

Trade Visitors Invitation Methods

Chamber of Commerce, organization, association headquarters in Beijing-Tianjin regions

- invite through Chain Association, Federation of commercial, retail institutions, and Association of Hotel & Restaurants.

Great amount of supermarkets & restaurants

- invite through direct mail, direct calling, e-newsletter mass approach

Plenty of Western restaurants

- imported food display

- cooking demonstrations onsite

- advocate positive business matching among hospitality industry & get to attract more trade visitors

Major SMEs of restaurants set up by youth entrepreneurs

- invite through online promotion & e-commerce approach

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

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 Analysis

Beijing - Rich resources

Beijing-Tianjin Region - Food consumption occupies the core position of the northern regions

A variety of format, diversity of industrial traders, wide coverage of entire food industry chain

High degree of internationalization, world diversity of culinary culture, and strong dependence on imported food consumption

Data Characteristics

E-commerce becomes the key player in the emerging sales pattern for imported food

Large & potential imported food consumption created by the increased numbers of high-class restaurants & hotels

CFNA members has strong influence in China’s food industry and will be invited to the fair by CFNA

Strong trade visitors database support, mass visitors promotion on the go

网络营销类

食品网店

World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center


World of food beijing powered by anuga www worldoffoodbeijing com november 26 28 2014 china national convention center

Target Audience – Region Positioning

Northeast Area

Provincial Capitals: Shenyang, Changchun, Harbin

Key Cities: Dalian

Trade Visitors Invitation Methods

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.

Korean group of trade visitors

- invite by exhibitors from Korean pavilion

- through pre-business-matching to enhance Korean culinary culture trend in the region

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

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.

Data Analysis

Imported food consumption & hospitality market mainly concentrate in the provincial capitals and costal cities such as Dalian.

Strong link with Northeast Asia, Japan, Russia and Korea, with significant multi-cultural features.

Strong purchasing power in Liaoning Province

Data Characteristics

Superiority in Korean food consumption

Stable growth and potential trend, covering with entire food, hotels and restaurants industry

Imported food influence food consumption behaviors through retails, hotels and restaurants

World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center


World of food beijing powered by anuga www worldoffoodbeijing com november 26 28 2014 china national convention center

Target Audience – Region Positioning

Central, East & Northwest Areas

Provincial Capitals: Jinan, Henan, Taiyuan, Xi’an

Key Cities: Qingdao, Jinan, Xi’an

Trade Visitors Invitation Methods

Shandong province

- invite through Associations & Institutions to reach local traders network

- CFNA members in the region to influence the industry experts

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.

Zhengzhou & Xi’an

- 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

Data Analysis

Prominent food purchasing power and comprehensive hospitality and restaurant coverage in Shandong and Shaanxi province.

Henan province – strong potential of growth and development

Qingdao and Xi’an as the representative cities, strong purchasing power on imported food consumption

Data Characteristics

Qingdao – multi-cultural costal city, strong acceptance of imported food, tourist city with strength in hospitality and consumption circulation

Xi’an and Zhengzhou – inland cities with much the same level of strong purchasing power in potential compare to costal cities

World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center


World of food beijing powered by anuga www worldoffoodbeijing com november 26 28 2014 china national convention center

Target Audience – Channels Coverage

Print Ads

Key Cities

North Area: Beijing, Tianjin

Northeast Area: Shenyang, Dalian

Northwest Area: Xi’an

Central China Area: Jinan, Qingdao, Zhengzhou

  • Support by Associations

  • Partnership for synchronized invitation

  • - Events & meetings organized by CFNA members

  • Direct mail & E-newsletter approach

  • Member Activities organized by CFNA during WOFB2014

  • - 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

Online Ads

Direct Mail

E-newsletter

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

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

Pre-registration

  • Media Promotion

  • - Print Media of Food Industry

  • Print Media Specialized in Wine & Liquor

  • Major Food & Food Related Websites

  • - Internal Publications of Associations & Institutions

Coffee Shops

Bakeries & Pastry Shops

Ice-cream Shops

Desert & Drinks Shop

Baby Accessories Store

Call Center

Associations

Organizations

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

  • 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

Italian Restaurants

French Restaurants

Steakhouses

Pizza Restaurants

Southeast Asian Cuisine

Restaurant

Side Programmes

Japanese Restaurants

Korean Restaurants

Other Western Restaurants

High-class Hotels

Private Club Houses

Badge DM

Database

  • 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

Exhibitors

网络营销类

食品网店

Industry Groups

Distributors, Importers, Purchasers, Shop Owners, Restaurants Staffs, Chefs, Sommeliers, Online Shop Owners

Catering Training Institutions in BeijingCulinary & Skills Training Institutions in Beijing

Head of Food Procurement in Supermarkets in Beijing

Social Media

World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center


World of food beijing powered by anuga www worldoffoodbeijing com november 26 28 2014 china national convention center

Target Audience – Promotional Tools

Key Cities

North Area: Beijing, Tianjin

Northeast Area: Shenyang, Dalian

Northwest Area: Xi’an

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

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

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

  • 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

  • Business Invitation

  • Design for Exhibitors to Invite Potential

  • Clients

  • - Design for Important Enterprises Groups

  • - Including Side Programmes Onsite

Coffee Shops

Bakeries & Pastry Shops

Ice-cream Shops

Desert & Drinks Shop

Baby Accessories Store

  • 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

  • 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

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

  • Visitor Guide Book

  • Include Information of Exhibitors & Map

  • Directory

  • - Include Value-added Service Information

  • - Side Programmes Highlight

  • - Activities by Exhibitors

  • Modern Media

  • Advertising on WeChat App, Weibo App, etc.

  • Social Media Interaction with Traders

  • Dedicate to Young Restaurant Owners & Gather

  • Interests

Industry Groups

Distributors, Importers, Purchasers, Shop Owners, Restaurants Staffs, Chefs, Sommeliers, Online Shop Owners

World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center


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