www.worldoffoodbeijing.com Nov. 26-28, 2014 China National Convention Center, Beijing

1. World of Food Beijing – powered by Anuga 北京世界食品博览会 — 科隆世界食品博览会强力推动 Visitors Promotion Planning 观众招募推广计划介绍 www.worldoffoodbeijing.comNov. 26-28, 2014China National Convention Center, Beijing

2. Content Analysis of Northern China Market Exhibit Profile & Target Audience Audience Group & Target Zone Visitor Promotion – Media Tools Visitor Promotion – Schedule & Time Slot Supporting Side Programmes World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center

3. 2010 2011 2012 Beijing 28.8 50.1 76.5 Beijing & Tianjin 50.7 80.2 110.4 Northern Regions 72.7 111.4 145.3 Shanghai 41.4 54.2 65.2 • Yangtze River Delta 77.9 102.9 117.1 North China– Market Analysis Imported Food Statistics (billion US$) By 2018, China will become the world’s largest consumer of imported food, with an estimated market valued at up to US$80 billion. According to estimates by the Association of Food Industries (AFI) Northern Region (includes Beijing, Tianjin, Hebei, Shanxi, Inner Mongolia and the Northeast) Yangtze River Delta Region (includes Shanghai, Jiangsu, Zhejiang, Anhui and Jiangxi) World’s Leading Market for Imported Food In line with China's economic development, the country has shown growing acceptance and strong demand for imported food. For the past five years, food imports grew more than 20% annually. From January to November 2012, food imports were valued at US$40.8 billion, an increase of 25%. The Market Potential – These Figures Speak for Themselves In recent years, the growth rate of imported food in Beijing has outperformed other regions. In 2011, Beijing imported food worth US$5 billion (+74% compared to the previous year). At the same time, Shanghai’s food imports were valued at US$5.4 billion (+31%), and Guangdong’s food imports stood at US$7.4 billion (+25%).Only one year later, these figures were already at US$7.66 billion for Beijing (+53%), US$6.52 billion for Shanghai (+20%) and US$8.75 billion for Guangdong (19%). World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center

4. Consumer Behavior on Food Consumption – North China Dedication One of the World’s Biggest City – Development Determines Food Consumption • One of the largest and wealthiest cities in China with population of more than 20 million and GDP per capita of US$11,000, double the China average. Be as a major location for hotels, restaurants, businesses and embassies which contribute to a high percentage of the imported food consumption. Bohai Economic Rim - Radiating Demand Fuels the Economic Growth Regions around the epicentre of Beijing also show strong performance and growth in imported food. In 2012, US$19 billion or around 45% of China’s entire food imports came via North and Northeast China. Besides Beijing, this includes Tianjin (US$3.4 billion), Liaoning (US$2.6 billion), Shandong (US$6 billion), and other parts of North China with around US$900 million. One of the World’s Biggest City – Hospitality Contributes to the City Development - Catering industry with sales volume of US$13.7 billion in 2012 - 40,000 registered food and beverage enterprises - The value of tourism shopping and food consumption achieved S$30.9 billion, a year-on increase of 11.3%, taking up approximately 24.6% of the entire society’s consumer goods. Capital City Positioning & Planning - The national circulation market center In 2010, the sixth national census data shows the population of Beijing permanent resident reached 19.6 million, while the city residents per capita disposable income achieved RMB29 thousand. Due to rapidly development in consumption structure, consumers’ changing needs, quality and diversity of consumption, consumer groups intend to have more expectations on high quality products which lead to a great potential market for Agriculture Production Industry to develop. World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center

5. Exhibit Profile – Target Audience Positioning 20% Sweets & Snacks • Fine Food & Imported • Food • - Dairy Products • - Bread & Bakery • - Meat & Seafood • - Frozen Food • - Organic Food • Sweets, Confectionery & • Snacks • - Coffee & Tea • - Fruits & Vegetables • Alcoholic & Non • Alcoholic Drinks (incl. Wine) • - Olive Oil & Edible Oil higher growth than other segments Still underdeveloped market Exhibit Profile Target Visitors 20% Dairy annual growth for milk powder World’s leading dairy import market 25% Meat Trends Online Stores Featured Restaurants Popular Restaurants Well-known Chefs Food Critics Famous Sommeliers Food Related Media Food Traders Wholesalers, Retailers, Importers & Exporters, Supermarkets growth in meat imports in 2012/13 Consumption at 70kg per head China consumes 1/4 of all meat worldwide 15 Wine Channels Hotels Restaurants Bars KTV Business Club Bakeries Pastry Shops Coffee Shop Convenient Stores US$ billion Food Industry Conceptual Leaders Explosive growth gates up to 100% since 2007 Expected to become largest market worldwide 55% Olive Oil annual growth high margins, low entry barriers Industry Government Organizations Embassies & Consulates Chamber of Commerce, Universities & Research institutions 10% Coffee & Tea annual growth Not a traditional coffee nation, but gradually establishing a coffee culture World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center

6. Exhibit Profile – Target Audience Positioning Trade Visitors Channel Positioning Exhibit Profile Market Hotspot Target Group Industry Positioning Commercial Circulation Supermarkets Convenient Stores Imported Food Stores Food Grocery Stores Decision Maker Hypermarkets Wholesalers Retailers Imports Exporters Procurement Fine Food & Imported Imported Food Stores Convenient Stores Sweets & Snacks Specialist Franchise Coffee Shops Bakeries Pastry Shops Snack Bars Fast-food Restaurants Liquor Stores Liquor Stores Dairy Products Practitioners Bars Hotels Chefs Bakers Sommeliers Barista Meet Pastry Shops Deserts & Drinks Shops Wine Hotels & Restaurants Chinese Restaurants Western Restaurants High-class Club Houses Western Restaurants Olive Oil & Edible Oil Hotels 法国餐厅 Emerging Group E-commerce Restaurant Owners Entrepreneurs Training Group Coffee & Tea Chinese Restaurants 日韩餐厅 Online Imported Food Stores E-commerce Online Food Stores Online Imported Wine Stores World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center

7. Target Audience – Region Positioning Commercial Circulation Supermarkets Convenient Stores Imported Food Stores Food Grocery Stores North China North Area: Beijing, Tianjin, Hebei, Inner Mongolia Northeast Area: Liaoning, Jilin, Heilongjiang Northwest Area: Shanxi, Shaanxi Central China Area: Shandong, Jiangsu, Henan Harbin Changchun Specialist Franchise Coffee Shops Bakeries Pastry Shops Snack Bars Fast-food Restaurants Liquor Stores Shenyang Dalian Key Cities North Area: Beijing, Tianjin Northeast Area: Shenyang, Dalian, Harbin Northwest Area: Xi’an Central China Area: Jinan, Qingdao, Zhengzhou Beijing Tianjin Qingdao Jinan Xi’an Zhengzhou Hotels & Restaurants Chinese Restaurants Western Restaurants High-class Club Houses Four-hour Economic Circle by Train 1 hr coverage: Bohai Economic Rim Beijing, Tianjin, Hebei 2-3 hrs coverage: Shenyang, Dalian, Jinan, Zhengzhou 4 hrs coverage: Xi’an, Qingdao, Nanjing 电子商务 餐饮业主 创业人群 培训群体 E-commerce Online Food Stores 网络营销类 食品网店 World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center

8. Target Audience – Positioning 电子商务 餐饮业主 创业人群 培训群体 网络营销类 食品网店 World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center

9. Target Audience – Positioning Key Cities North Area: Beijing, Tianjin Northeast Area: Shenyang, Dalian, Harbin Northwest Area: Xi’an Central China Area: Jinan, Qingdao, Zhengzhou Specialist Franchise Supermarkets Convenient Stores Food Grocery Stores Imported Food Supermarkets Online Food & Wine Shops KTV & Bars Wine Distributors & Shops Coffee Shops Bakery Stores Ice-cream Shops Desert & Drinks Shops Baby Accessories Shops Hotels & Restaurants Italian Restaurants French Restaurants Steakhouse Pizza Restaurants Southeast Asian Cuisine Restaurant Japanese Restaurants Korean Restaurants Other Western Restaurants High-class Hotels Private Club Houses 电子商务 餐饮业主 创业人群 培训群体 网络营销类 食品网店 Industrial Groups Distributors Importers Purchasers Shop Owners Restaurants Staffs Chefs Sommeliers Online Shop Owners 网络营销类 食品网店 World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center

10. 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

11. 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

12. 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

13. 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

14. 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

15. Supporting Side Programmes Themes Food Safety Dairy Products Meat Imported Food • Partner Associations • Trade Dept. of the Ministry of • Commerce • - China Food and Drug Administration • Managing Dept. for Customs & • Quarantine of Import • Administration for Imported Food • Management • Foreign Association of Poultry & • Dairy Products • - Food Industry Associations • Food Industry Media • - Key Public Media • - Food Industry Research Institution • Event Highlights • Core Guests Food Industry • Management • Top Level for Import of Dairy & • Meat Industry • Top Level of Imported Food Industry • Development • Gather Imported Food Distributors • & Traders in North China • Supportive & Value-added Activities • Open a New Market for Foreign • Exhibitors & Pavilions to Gain a • Foothold in North China Target Audiences Food Industry Experts Association Members Dairy Importers & Distributors Meat Importers & Distributors Imported Food Distributors & Retailers Conference & Forum - World of Food Development Summit Forum - Theme Forums - Panel Conferences - China Dairy Trade and Industry Development Forum - China International Meat Conference Guests Invite Government Dept. Overseas Partners Key Supporters Time Organize 0.5 Day – Main Forum 1 Day – Panel Conference 0.5 Day – Business Match Supermarkets Business Match - Supermarkets Business Match - Supermarket Procurement in BJ & TJ with Foreign Imported Food Pavilion • Partner Associations • Commission of Commerce & • Commercial Federation • China Chain Store and Franchise • Association • - Beijing Brand Association • - China Hotel Association • - Embassy & chamber of Commerce • - Overseas Pavilions & Organizations • Business Procurement Media in BJ & • TJ • EventHighlights • Opportunities for Foreign • Exhibitors to Open Retail Channels • Expand to Hospitality Segment for • More Western Culinary & • Foodstuffs alike • Generate Consumer Behaviors, • Focus on Meat, Dairy Products • Popular Imported Food Business Matching - Supermarkets, Distributors & Retailers - Dairy Products & Meat - Hotels & Restaurants Business Match – Supermarket & Restaurants with Meat Distributors Trade Business Match - Meat Hospitality Business Match - Catering Business Match – Overseas Food & Wine Pavilion with Western Restaurants in BJ & TJ • EventHighlights • Close Shot of Culinary Materials & • Ingredients for Hospitality Industry • Value-added Showcasing for • Imported Food • Improve Professional Knowledge of • Hospitality & Culinary Industry Competition - Western Cuisine Cooking - Table Wine Tasting • Contestants • Catering Training Institutions • - Students from Catering School • Partner Associations • - China Cuisine Associations • Hotel & Restaurants Association in • BJ & TJ • - World’s Cooking Associations • - Overseas Pavilions & Organizations • - Key Media of Food & Beverage Competition & Showcase - Freshman Cooking Contest - Table Wine Tasting Zone - Showcase of Culinary Food & Ingredients Professional Judges - Executive Chefs from Western Restaurants & Hotels in BJ & TJ World of Food Beijing – powered by Anugawww.worldoffoodbeijing.comNovember 26-28., 2014China National Convention Center