1. Presentation for IMC Meeting
Mainland China/Hong Kong

2. Market Overview General Economy: Mainland China: CPI rose 2% in 2016.
E-commerce experienced robust growth with the sales reaching RMB billion (USD13.55 billion), up 68.6% compared to 2015.
Traditional retail was suffering a shrink.
New retail (Hema Fresh/Yonghui Super Species) is increasing rapidly.
Hong Kong:
Both retail and foodservice had an increase in sales.
The retail sector rose by 3.9% to USD 11.9 billion and the foodservice sector also had the same percentage increase to USD billion in 2015.
Seafood consumption remains high as a result of HK consumers’ preference for seafood and the lack of natural resource locally available.
Macau:
The economy has begun to rebound recent years.
The Hong Kong-Zhuhai-Macau Bridge project will be completed towards the end of It will be helpful to the imports of seafood to Macau directly.

3. Seafood Update Seafood Market:
Reprocessing down as production shifts to South East Asia and has increased labor cost.
Increased domestic consumption
More Seafood has been imported into China with Russia ranked at the top, followed by USA, Canada, and New Zealand etc.
Healthy trend has led to increased demand for seafood over meat. Imported high quality seafood is especially deemed as excellent food products for children’s complementary feeding.
With the development of e-commerce and logistics, frozen seafood is becoming the main steam for consumption.
Lower import tariffs will be helpful to the seafood access to the Chinese market.
Sustainability is an overwhelming topic in China. With growing consumer awareness of the attributes of the wild, natural and sustainable, it is believed that Alaska seafood consumption will continue to rise.

4. Seafood Imports from Alaska
( )
MTs
China’s total import volume of Alaska seafood was 338,011MTs in 2016.
Increasing labor cost has resulted in many Alaska seafood shifting to South East Asian countries for re- processing, which therefore led to dropping down of Alaska seafood imports. However, many imported seafood products have entered the Chinese market from border countries more freely with zero tariffs.

5. New & Deep-Processed Products Promotion
Highlights of the Year
E-commerce Promotion
New & Deep-Processed Products Promotion

6. Highlights of the Year – E-commerce Promotion
In FY16/17, ASMI China parented with 4 online platforms, including YHD.com, Chunbo.com, JD.com, and TMALL.com.
The total sales reached more than 280MTs, which was more than double or even treble of non-promotional period.
April 24-May 6, 2017
April 29 - May 13, 2017
April 30-May 10, 2017
June 18-22, and June 30-July 5,  2017

7. Highlights of the Year – E-commerce Promotion
Alaska Yellowfin sole
Alaska Dungeness Crab
Alaska Cod
Alaska Scallop
Alaska Pollock
Alaska
Sea Cucumber
Alaska Black Cod
Alaska Spot Prawn
April 24 - May 6, 2017

8. Highlights of the Year – E-commerce Promotion
Alaska Cod
Alaska Pollock
Alaska Sea Cucumber
Alaska Black Cod
Alaska King Crab
Alaska Dungeness Crab
April 29 - May 13, 2017

9. Highlights of the Year – E-commerce Promotion
April 30 - May 10, 2017

10. Highlights of the Year – E-commerce Promotion
June & June 30 - July 5,  2017

11. Highlights of the Year – E-commerce Promotion
This was the third time for ASMI China to work with TMALL.com
In addition to regular products like salmon, king/snow crab, black cod, halibut, cod, sea cucumber and yellowfin sole etc., new products and deep-processed/ready-to-eat products like pollock roe, pollock hamburger and nuggets were promoted.
The sales during the promotion was treble of the non-promotion period, hitting 90,000kgs.

12. Highlights of the Year – E-commerce Promotion
On June 21, Tmall hosted a live streaming 15-min video in Detroit via its mobile app to introducing Alaska seafood. It is a way for Chinese customers to feel and experience catching Alaska seafood through Tmall Discovery. ASMI Executive Director Ms. Alexa Tonkovich together with the rep from Tmall and Alaska seafood importer attended this live streaming, which introduced the nutritional value and the sustainable development concept of Alaska seafood. The live streaming reached to about 150 thousand viewers.

13. Highlights of the Year – E-commerce Promotion
In conjunction with the online promotion, there was an offline VIP event in Shenzhen, which provided an opportunity for consumers to experience Alaska seafood offline while making online sales.

14. Highlights of the Year – E-commerce Promotion
Alaska seafood has been the popular products in e-commerce platforms.
Over 10 e-commerce platforms in China sell Alaska seafood with more than 10 varieties of Alaska seafood on a long term basis.

16. Highlights of the Year – New & Deep-Processed Products Promotion
ASMI China increased focus on promotion of new products such as Pollock roe and herring roe etc. through various promotions throughout the year in addition to promoting traditional products.
Chef seminars
Trade gatherings
Online promotions
New recipes were developed to feature these new products.
Besides Japanese restaurants, about 20 Chinese hotels/restaurants have started to use Pollock roe and herring roe in their menu.

17. Highlights of the Year – New & Deep-Processed Products Promotion
Deep-processed pollock products were popular in China recent years.
Famous chain fast food restaurants were involved in Alaska pollock, and promoted it on several platforms including Weibo, ads on subways, and outdoor billboards etc.
With the rising healthy trend, and the consumers’ recognition of Alaska seafood, more seafood processors applied for ASMI logo on their product package, to enable consumers to recognize that Alaska seafood is safe and reliable food.

18. Strategy
Continue to work with Chinese key seafood importers to build up a stronger sales network.
Keep promoting the nutritive value and sustainable concept.
Stay close with more e-commerce platforms
Tmall., JD.com, YHD.com, Benlai.com, Sfbest.com, Yiguo.com, freshfresh.com, fruitday.com…….
O2O activities/promotions
Offline showcase/road show with online sales
Promote Alaska seafood through more different channels, especially new social media, and digital media
Wechat ASMI account, Weibo, KOL posts / blogs
APP (Toutiao)

19. Upcoming Plans
ASMI China
Seafood Show
- Attend the annual China Fishery & Seafood Expo 2017 in Qingdao, Nov. 1-3, 2017 and SIAL in Shanghai, May 16-18, 2018
- Expand ASMI’s presence at the shows and introduce more products to Chinese traders
Foodservice and Chef Training
- Enhance promotion of Alaska seafood in collaboration with high-end international hotel and chain restaurants
- Further give education on hotel chefs of Alaska seafood through chef seminars
E-Commerce
- Continue partnership with e-commerce retail platforms in online sales of Alaska seafood
- O2O activities will integrate online sales, in-store sales and offline experience
Social Media/Digital Media
- Increase presence and interaction on social media such as Wechat and Weibo
- Utilize KOL to introduce to introduce Alaska seafood and promote ASMI activities
- Increase exposure of Alaska seafood via new digital media like mobile APP, with popularization of smart phone in China

20. Industry Help & Support
Please join us at the 2017 China Fishery & Seafood Show in Qingdao on November 1-3, 2017.
Thank you always for your support.
Looking forward to working closely with you!

21. Thank you!