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2 FHW CHINA 2013 Post Show Report Content Page Part One FHW CHINA 2013 General Information 1-2 Part Two FHW CHINA 2013 Exhibitor Data Analysis Chinese Exhibitor Analysis Exhibitor Region Exhibitor Business Nature International Exhibitor Analysis Exhibitor Region (Countries) Exhibitor Business Nature Exhibits Analysis Exhibitor Survey General opinion towards FHW CHINA Exhibitor opinion towards business matchmaking activities during FHW CHINA Outcomes of FHW CHINA The voice of FHW CHINA 2013 exhibitors International Pavilion Photo Gallery 8-11 Part Three FHW CHINA 2013 Buyers Data Analysis Domestic Buyer Data Analysis Overseas Buyer Data Analysis Titles of Buyers Classification of the Buyers Buyer Interested Exhibits Products Investigation The Voice of FHW CHINA 2013 Buyers Part Four FHW CHINA 2013 Highlight Very Important Buyer (VIB) Program Business Matching Meeting Service by Importffood.net Onsite Import Consultant Counter Service Guangdong Foodstuffs Import & Export (Group) Corporation Guangzhou Shimao Import and Export Co., Ltd KaCha Digital Marketing Service Professional Online Business Matchmaking Service by Socialwalk 26

3 Part Five FHW CHINA 2013 Onsite Activity Report Opening Ceremony and Luncheon Seminar and Forum, Regulations and Procedures on Food Import into China Seminar on The Key to Retail Terminal Yihaodian and 1Mall Suppliers Recruitment Presentation Tasting Events UK Afternoon-tea Event British Beer Tasting Event Sri Lanka Black Tea Promotion Seminar All-day Wine Tasting Event Exhibitor s Booth Promotion Activities 35 Part Six FHW CHINA 2013 Media Promotion Industrial Newspaper and Magazine Promotion Outdoor Advertising Trade Industrial Websites Follow-up Reports Photo Gallery Part Seven FHW CHINA BACKGROUND INFORMATION Organizer Information A Global Brand Name - FOOD HOSPITALITY WORLD (FHW) 51

4 Part One FHW CHINA 2013 General Information As the leading international Exhibition in food, beverage and hospitality trade fair, FOOD HOSPITALITY WORLD CHINA(FHW CHINA) 2013 was held in Hall 15.2, China Import and Export Fair Complex, Guangzhou from September 12 th to 14 th,2013. Organized by Fiera Milano S.p.A and its Chinese company -Worldex Fiera Milano Exhibitions (Guangzhou) Co., Ltd., co-organized by China Council for the Promotion of International Trade Guangdong Committee (hereafter referred to as CCPIT Guangdong) and Guangdong Chamber of Commerce of Importers & Exporters, FHW CHINA saw a strong international presence with participants from as many as 340 exhibitors from 15 countries, including China, Italy, UK, Japan, Sri Lanka, Tunis, Brazil, Netherlands, Spain, Australia, New Zealand, Chile, Mexico, Russia and Malaysia, participated in FHW CHINA. The advanced and competitive food, beverage and hospitality exhibits products brought by the exhibitors attracted 4650 professional buyers during the three-day fair, with 10,000 man-times to visit. FHW CHINA is focusing on B2B basis, the exposition showcased latest developments on the food industry. Moreover, FHW CHINA is the first and most professional international food, beverage and hospitality trade fair in South China. FHW CHINA has a powerful organization background. It is organized by Fiera Milano S.p.A and its Chinese company Worldex Fiera Milano Exhibitions (Guangzhou) Co., Ltd., co-organized by CCPIT Guangdong and Guangdong Chamber of Commerce of Importers & Exporters, and supported by Guangdong Foodstuffs Import & Export (Group) Corp, importfood.net, and China Food Culture Industry Alliance Investment Promotion Association. FHW CHINA received a lot of attentions from trade associations and supports from government of many countries for its high professionalism and internationalism. The supporters include: Consulate General of the Republic of Italy in Guangzhou, British Consulate-General Guangzhou, Consulate General of Sri Lanka in Guangzhou, Japan External Trade Organization (JETRO), Spanish Institute for Foreign Trade, ProChile (Trade Commission Office of Consulate General of Chile in Guangzhou), Mexico Consulate General in Guangzhou, Health Care Food Profession Association of Guangdong Province, Food Industry Association of Guangzhou, Purchasing Magazine, China Food Newspaper, Kingda Food Market, To Hotel, Asia-Pacific Food Agent Association, and Exhibition Center of Human Provincial Commerce Department. FHW CHINA cooperated with multiple partners, including innovative marketing platform and digital media 9Kacha, official business matching partner Socialwalk and O2O internet of things marketing system technology service provider ChinaLink, to build a comprehensive and three-dimensional fair. 1

5 The Exhibits Profile includes food, beverage, hospitality, wine, spirits and liquor. One of the most remarkable highlights of FHW CHINA is the comprehensive show service. Moreover,the Very Important Buyer (VIB) Program has been launched by the organizer, in order to invite the well-known brands of large supermarkets, convenience store chains, five-star hotels, hotel management groups, food wholesalers markets, restaurants, wine traders, distributors and importers to visit the fair and communicate with FHW CHINA exhibitors. The VIBs can get exhibits information before the fair, and one-to-one guiding service is provided during the events. What s more, there have a following-up call back and other supporting services after the exhibition. The VIB Program makes FHW CHINA the first and unique exhibition in food, beverage and hospitality fair in the South China and it provides professional matchmaking between the exhibitors and buyers. The overall event was truly effective business platform. Being the perfect combination of two successful exhibitions organized by Fiera Milano Group TUTTOFOOD and HOST, FHW is established as a global brand name in the food, beverage and hospitality industry. It is hosted every year in the most prosperous region of the five economy booming countries China, India, Brazil, Turkey and South Africa. Featuring precision marketing positioning, professional exhibition service and comprehensive promotion plan, FHW China presents a grand event for suppliers and buyers in food and beverage industry in China. 2

6 Part Two 2.1 Chinese Exhibitor Analysis Exhibitor Region FHW CHINA 2013 Exhibitor Data Analysis Anhui Province 1% Beijing 2% Fujian Province 1% Hong Kong,Macao and Taiwan 3% Guangxi Province 1% Guizhou Province 1% Henan Province 1% Heilongjiang Province 3% Hunan Province 2% Jilin Province 1% Jiangxi Province 1% Liaoning Province 1% Shandong Province 3% Shanxi Province 2% Shanghai 2% Sichuan Province 2% Zhejiang Province 2% Guangdong Province 71% Exhibitor Business Nature Manufacturer 43% Agent 21% Importer 34% E-commerce 2% 3

7 2.2 International Exhibitor Analysis Exhibitor Region (Countries) Italy 21% The Netherlands 9% Spain 9% Tunisia 8% Brazil 4% The UK 19% Russia 6% Chile 4% Sri Lanka 4% Australia 5% New Zealand 3% Mexico 1% Malaysia 1% Japan 6% Exhibitor Business Nature Exporter 26% Distributor 13% Wholesaler 10% Manufacturer 34% Government or Association 17% 4

8 2.3 Exhibits Analysis Food, fruit, specialty 6% Aquatic and meat products 3% Dairy products and beverage Wine, spirits and other liquors 17% 32% Grain, oil, pastry, candy, dried fruit and other 23% non-staple food Condiment, blending,addictive, additive 8% Tea and coffee 7% Hospitality products, coffee machine 4% 2.4 Exhibitor Survey General opinion towards FHW CHINA % exhibitors feel satisfied with the participation experience in FHW CHINA 43% exhibitors feel completely satisfied with the participation experience in FHW CHINA 5

9 52% exhibitors feel FHW CHINA is good in the same way with other familiar fairs I participated before 45% exhibitors feel FHW CHINA is better than other familiar fairs I participated before 56% exhibitors chose definitely recommend FHW CHINA to colleagues, friends or acquaintances 33% exhibitors chose probably recommend FHW CHINA to colleagues, friends or acquaintances 64% exhibitors chose probably participate in next FHW CHINA 32% exhibitors chose definitely participate in next FHW CHINA 6

10 2.4.2 Exhibitors opinions towards business matchmaking activities during FHW CHINA % exhibitors feel satisfied with the quality of visitors in FHW CHINA 63% international exhibitors feel completely satisfied with the quality of visitors in FHW CHINA 49% exhibitors got a least one deal during FHW CHINA 62% exhibitors matched with more than 20 trade buyers during FHW CHINA Outcomes of FHW CHINA % exhibitors have established new and quality contacts in FHW CHINA 45% exhibitors understand clients need and market demands by FHW CHINA 38% exhibitors open up to worldwide market and make my business known at an international level 77% international exhibitors know more about the Chinese market, make a good start for business in China 2.5 The Voice of FHW CHINA 2013 Exhibitors We attended FHW as exhibitors for the first time in 2013 and were impressed with the professionalism shown by the organizers and with the high quality of the visitors. We were pleasantly surprised by the very high level of genuine interest shown by serious importers and dealers who visited the UK Pavilion many of whom contacted us again within days of the end of the show. We really believe that this will be an event that we will be a part of for many years to come This exhibition has the potential to become one of the truly great platforms for International companies who are serious about entering the Chinese Food and Beverage Market. Mr. Adrian, Operation Director of Anderen from UK We are very satisfied with the service, especially the business matching part. FHW CHINA is a very professional fair. Mr. Daniel, Director of BODEGAS CASTANO from Spain This is our first time to attend FHW CHINA and our first experience in China has been very good, which cut down many concerns we have before. We meet a great number of professional buyers with a say. Now we are having a negotiation with them. It would be very important for us to come back soon, say in December if there was a real opportunity to sign a major contract with some buyers. Mr. Andrew, General Manager of Grande Srl (high-end chocolate company) from Italy 7

11 2.6 International Pavilion Photo Gallery Japan Pavilion The UK Pavilion 8

12 Brazil Pavilion Sri Lanka Pavilion 9

13 Tunisia Pavilion Italian Pavilion 10

14 Russian Pavilion 11

15 Part Three FHW CHINA 2013 Buyers Data Analysis A total of 4650 trade buyers and more than 10 thousand visitors attended the exhibition in this three days. 95% of them are domestic buyers and 5% of them are overseas buyers. 3.1 Domestic Buyer Data Analysis Buyer Regions (from 25 provinces,, municipalities and autonomous regions) No. Province Region Percentage 1 Guangdong South China 54.38% 2 Shanghai East China 8.08% 3 Hunan Centre China 7.88% 4 Beijing North China 4.75% 5 Fujian East China 4.54% 6 Jilin Northeast China 3.54% 7 Henan Central China 3.50% 8 Shandong East China 2.42% 9 Guizhou Southwest China 2.38% 10 Liaoning Northeast China 2.38% 11 Others 6.15% Total 100% Regarding the domestic trade buyers: 62.2% are from South China, 37.8% are from other areas in China. 12

16 3.2 Overseas Buyer Data Analysis Regarding the overseas buyers, they were mainly from Asia Pacific and Europe, including Hong Kong, Japan, Malaysia, Taiwan, India, Australia, Thailand, Korea and Singapore; UK, France, Germany, Spain. Besides, there were some buyers from America, Venezuela and so forth. No. Country/Region Continent Percentage 1 Hong Kong Asia 54.35% 2 UK Europe 6.52% 3 Japan Asia 5.43% 4 Malaysia Asia 5.43% 5 Taiwan Asia 4.35% 6 America North America 4.35% 7 India Asia 3.26% 8 Australia Oceania 3.26% 9 Thailand Asia 2.17% 10 Korea Asia 2.17% 11 France Europe 2.17% 12 Germany Europe 2.17% 13 Singapore Asia 1.09% 14 Spain Europe 1.09% 15 Venezuela South America 1.09% 16 Philippines Asia 1.09% Total 100% 13

17 3.3 Titles of Buyers 75.91% of professional buyers are president of a company, enterprise owner, general manager, or purchasing manager, who has the say in purchase. The proportion and composition are as follow: 14

18 3.4 Classification of the Buyers Professional buyers came from various of industries,including food importers, distributors, agents, liquor distributors, professional markets, catering, large supermarkets and retail terminals. The proportion and composition were as follow: 15

19 3.5 Buyer Interested Exhibits Products Investigation For food, beverage and wine, the most popular products are imported snacks, leisure food, red wine, white wine, soft drinks, juice, coffee beverage and products. For hospitality, the most popular products are professional stove, coffeemaker and tableware. Details as follows: Products/Service of Interest Percentage Total Percentage Imported Snack 20.91% Leisure Food 7.82% Fruit/Dried Fruit 6.64% Chilled Food 6.23% Instant Food 6.08% Health Care/Organic/Green Food Chocolate/Candy/Dessert/ Ice Cream. 6.01% 5.86% Food Condiment/Additive 5.86% Frozen Food 4.45% Canned Food 4.15% Olive Oil/Other Edible Oils 4.12% Grain and Oils 4.04% Jam/Sauce 4.00% Baked Products 3.82% Meats/Sea Food/Fish 3.60% Others 2.41% Fungus/Truffle 2.08% Italian Pasta 1.93% 45.05% Alcoholic Products Red Wine 23.88% 21.2% 16

20 White Wine 20.17% Fruit Wine 9.06% Sparkling Wine 7.88% Champagne 6.46% Rum 5.99% Beer 5.44% White Spirit/Yellow Wine 5.36% Whiskey/Liqueur 5.04% Foreign Spirit 4.02% Others 3.78% Mild Alcoholic Beverage 2.92% Soft Drinks/Juice 30.64% Coffee Beverage and Products 3.61% Herbal Tea/ Healthy Beverage 13.28% Beverage Milk Beverage/ Dairy Products 12.63% 20.49% Tea and Tea Drinks 11.57% Organic/ Health Care Beverage Spring Water and Other Drinking Water 8.31% 5.38% Catering Non-Alcoholic Mixed Drinks 4.56% Kitchen Ware and Stoves 18.26% 13.26% Equipment/Hospitalit y Products Coffee Equipment and Products 13.22% 17

21 Tableware and Accessories 12.22% Freezing Equipment 10.58% Tea Set 8.56% Toast Maker/Bread Maker 7.05% Food and Beverage Vending Machine 7.05% Food Packaging 6.80% Others 6.42% Restaurant Computer Order System Two-dimension Code Technology 5.04% 4.79% 3.6 The Voice of FHW CHINA 2013 Buyers FHW CHINA 2913 is highly recommended by the industry. There are some comments from the buyers below: We have encountered a lot of characteristic and high-end products at the fair. The VIB program is awesome. Four Season Guangzhou Hotel, Ou Binbin, Deputy Director of Catering Department There are many featured products there, those in the UK Consulate and the Chile Consulate in particular. They are very impressive. Guangzhou Lotus Supermarket Chain Store Co., Ltd., Wang Zhi, Purchasing Manager 18

22 Compared with last year, category and variety of exhibits products are richer. We will contact by with exhibitors we are interested in. All in all, the service was pretty good and we were fairly satisfied with the whole experience. Nestle (China) Co., Ltd. Guangzhou Branch, Ji Ning, Business Director We are very satisfied with this fair. The international exhibitors are our desired suppliers. Now we are keeping in touch with several of them. We hope next year s fair can keep the high standard with more renowned exhibitors from home and abroad. Guangdong Shenchang Trading Co. Ltd., Su Jie, Business Expanding Manager We were extremely interested with the Import and Export Agency Consulting Counter. It helped traders in food industry to further their understanding of food import and simplified the procedure for them. We collected the contact information and will follow up later. Guangzhou Ronghui Trading Co., Ltd., Xie Weiming, General Manager As a professional food exhibition, FHW CHINA is fairly successful. We are very satisfied with the performance and service of the fair. Lee Kum Kee Health Product Group Infinitus (China) Co., Ltd., Yuan Meng, Consultant The service is good, especially the VIB guidance service. We will come visit next year. Guangdong Zijiaren Commercial Chains Co., Ltd. Huang Fuhua, General Manager We have found our desired products at the fair. We are now negotiating with exhibitors for enquiry and sample stuff. Guangzhou Bertrand Trading Co., Ltd., Li Ying, assistant general manager; and Yu Dijing, Purchaser 19

23 Part Four FHW CHINA Highlight: Show service 4.1 Very Important Buyer (VIB) Program Service The most remarkable highlight of FHW CHINA is the comprehensive and considerate service for the buyers. The Very Important Buyer (VIB) Program has been launched by the organizer, in order to invite all the most important large supermarkets, convenience store chains, five-star hotels, hotel management groups, food wholesalers, restaurants, wine traders, distributors and importers to visit the fair and communicate with FHW CHINA exhibitors. This VIB Program makes FHW CHINA the first and the unique food, beverage and hospitality exhibition that provides the professional matchmaking between the exhibitors and buyers. FHW CHINA organizer has sent all exhibitor information and exhibits profiles to the VIBs in advance to ensure them to make the visiting plan accordingly before the show. Apart from helping exhibitors and buyer to pre-established contacts, an exclusive service is on during the show time. During the span of three days in FHW CHINA, the organizer arranges the special guide to lead the VIBs to their target exhibitors stand and brief about the exhibitor as well as the exhibits, to make sure the direct and efficient matchmaking activities between both parties. After the show, the organizer provides following-up service to VIBs according to their purchasing demand, helping them to get in touch with exhibitors of the next year s fair. The invited VIBs are the most important buyers with highest purchasing power in China, including Yihaodian, 360Buy, Guangdong Foodstuffs IMP&EXP (Group) Corp., Guangzhou Restaurant, Dahe Food Service Management Co., Ltd., GrandBuy., Trust Mart, Four Seasons Hotel Guangzhou, Guangzhou Lufeite Wine Co., Ltd., Huaxin Trading, Yisheng Trading, Guangdong Lemanjia Coffee & Food Co., Ltd., Guangzhou South Union Airline Foods Co., Ltd., and so forth. In addition, FHW CHINA organizer has provided free hotel accommodation privilege to some VIBs and gven the greatest support for their visit. All these services were provided by FHW CHINA which highly commended from the buyers. 20

24 Part of the VIB List as Below: Grandbuy AEONTeemall LOTUS SUPERMARKET Chain Supermarket Trust Mart Jiafu Supermarket Chains Shengjia Supermarket GuangDong Sai Yi Convenience Stores CORNER'S DELI Four Seasons Guangzhou Hotel Westin Pazhou Hotel- Guangzhou Rihang Hotel Guangzhou Vanburgh Hotel Hotel Vertical City Hotel Guangzhou Guangdong Hotel The Westin Guangzhou (Hainan Airlines) Garden Hotel JD.com E-Commerce Yihaodian.com Lingshi.com Manufacturer (Imported Food Department) Lee Kum Kee Health Product Group Infinitus (China) Co., Ltd. Shunde Riqing Food Co., Ltd. Kim Bao Tang 21

25 Heierkang Group Guangdong M&f Yantang Dairy Products Co., Ltd. Guangzhou Bright Dairy Co., Ltd. Guangzhou Restaurant Group Asia Seafood Group Co., Ltd. Hongxing Seafood Restaurant GuangZhou Do & Me Restaurants Management Co.,Ltd Restaurant Edo Japanese Restaurant Dahe Food Service Management Co., Ltd. Guangzhou Taotao Ju Food Co. Ltd. Lucky Restaurant Group Guangzhou Huiai Restaurant Goodwell China Marketing Service Co., Ltd. Guangzhou Branch Sinodis Food (Shanghai) Co., Ltd. Guangzhou Office Guangdong Sims Trading Co. Ltd. Food Trade and Importer CP Food Product (Shanghai) Co., Ltd. Yisheng Trading Guangzhou Huaxin Trading Co., Ltd. Choice International Eat Team Shop Beverage Trade Hongkong Hayes (China) Co., Ltd. Guangdong Lemanjia Coffee & Food Co., Ltd. Sino Green China 22

26 Guangzhou Bertrand Trading Co. Ltd. Guangzhou Ronghui Trading Co., Ltd. ASC Fine Wines Guangzhou Lufeite Wine Co., Ltd. Ming Hua Wine Wine Trade Guangzhou Muse Wine Co., Ltd. Gangzhongjin Trading (Shenzhen) Co., Ltd. Guangzhou Branch Guangzhou Wine Trading Co., Ltd. Shanghai Jijia Coffee Co.,Ltd Hospitality Equipment Guangzhou Lijin Food Machinery Co., Ltd. Guangzhou Sanlai Electrical Appliance Co., Ltd. Guangzhou Dazheng Trading Co., Ltd. Guangzhou South Union Airline Foods Co., Ltd. Group Catering ZhongShan Ailment Airline Foods Co., Ltd. Guangdong Top-E Expressway Service Area Co. Ltd. Taikoo Cold Chain South China Ritong International Logistics (Shenzhen) Logistics Cold Chain Co., Ltd. Guangzhou Branch Guangdong South Cold Chain Logistic Development Promotion Center 23

27 4.2 Business Matching Meeting Service by Importfood.net and FHW CHINA 2013 Due to the cooperation with FHW CHINA, Importfood.net invited selected imported food buyers to onsite business matching meeting with international exhibitors. It was an efficient trade platform while they taking part in these meetings. During the meeting, buyers could have a better communication with foreign manufacturers face to face and got a further understanding about their interested products without going abroad. The meeting helped buyers to reduce the cost effectively. Importfood.net is a leading business matching service provider in imported food industry. With mature e-commerce platform, enormous purchasing demand chain and rich business matching experience, it facilitates effective face-to-face communication between exhibitors and buyers both home and at abroad. What s more, Importfood.net brought high quality and diversified key buyers to the show, such as Shantou Mingrun Trading Co., Ltd., Guangzhou Aotai Trading Co. Ltd., agent of world-renowned imported food brands----guangzhou Aoxinting Trading Co., Ltd.., and Aolihua Imported Food Market---a chain store specialized in selling imported food. The exhibits boosted of rich variety and high comparability. All the buyers could find their desired exhibitors and products. In addition, the organizer of FHW CHINA and Importfood.net also cooperated to provide Suppliers Association Membership VIP Service, including website advertising, releasing the latest product information, receiving foreign sourcing material and electronic journal at regular basis, etc, to offer more promotion channels and business opportunities for the exhibitors. Both FHW CHINA 2013 international exhibitors and invited buyers are very satisfied with the Business Matching Meeting. Many buyers expressed that they could find their desired products more conveniently through one-to-one deep exchange and observation. The Business Matching service is truly practical and effective. 24

28 4.3 Onsite Import Consultant Counter Service FHW CHINA is not only the perfect platform for global oversea exhibitors to meet quality buyers from South China, but also provides systematic one-stop service which help the import and sales of their products to China market. Based on the feedback of last year s exhibitors, this year, FHW CHINA launched a highly practical new service -- Onsite Import Consultant Counter. Cooperating with competitive large-scale import groups, such as Guangdong Foodstuffs Import & Export (Group) Corporation and Guangzhou Shimao Import and Export Co., Ltd., the organizer has set up Import Consultant Counter. Exhibitors whose products have not yet entered China market can make consultation about import procedure, document required, and various charges etc. In addition, oversea exhibitors can assign the counter as their import agent. This service also applies to Chinese buyers who don t have the license of import right Guangdong Foodstuffs Import & Export (Group) Corporation Founded in 1954, Guangdong Foodstuffs Import & Export (Group) Corporation (hereinafter called GDF) has now grown into a large-scale comprehensive enterprise group with annual total turnover over RMB 6 billion. GDF has excellent international trade qualifications. GDF s international trade has strong service capacities and complete service chains. With excellent records and credits, Customs incorporates GDF into AA-class management. GDF s advantages as assigned import agent include: integrator of international trade and large logistics supply chain, excellent international trade qualifications, long-term effective liaison with banks, good line of credit and rich import & domestic sales experience of high-quality fast- moving food Guangzhou Shimao Import and Export Co., Ltd. Guangzhou Shimao Import and Export Co., Ltd. is an import and export agent and sales company, which is appointed by Guangzhou Development Area Import Food Quality Management Association. Also, it is the business associates of China Green Food Association Professional Committee of Market Circulation and Guangdong Province Cross-strait Exchange Promotion Association, and the appointed import and export agent of Metrogreen Co., Ltd. With rich experience in food import and export, market operation and governmental business, Guangzhou Shimao Import and Export Co., Ltd. would be a good choice for imported food suppliers and companies. 25

29 4.4 9KaCha Digital Marketing Service Occupying the most comprehensive label-based wine database in China, as well as the proprietary image recognition system and the searching technology, 9KaCha is the Chinese leading interactive marketing platform for wine industry. Its innovative solution offers interactive, portable and effective marketing advantage for the wine companies. 9KaCha offers professional services for wine expo and tasting events. With these services, wine related information will quickly be delivered to wine professionals and merchants. Meanwhile wine lovers may also search for particular wine related information, take tasting notes and share their drinking experience among their friends. Through such innovative digital marketing platform, 9KaCha has created an Always on & Never End online wine exposition and launched an all media era of marketing and promotion for wine industry. 9KaCha has been partnering with various national wine organizations and famous chateaus, including "Spoexa", "Southern France Wine Association", "CIVA", "Enoteca Italiana", Inter WINE", WINE magazine, Wine In China" and "HEPO" from Grace. 4.5 Professional Online Business Matchmaking Service by Socialwalk Owning over 90,000 members from 132 countries, Singapore business matching expert-socialwalk offers a whole package of services for exhibitors, buyers and visitors, including online matchmaking service for partners and organizing face-to-face meeting in the exhibition. In 2011, Socialwalk facilitated 25,000 B2B matches, worth USD 135 million value of trade. As the official business matching partner, Socialwalk will help find ideal buyers for every participant in FHW CHINA It helps promote your products to over 91,000 decision makers from 132 countries instantly and recommend up to 6 relevant matches monthly - until the end of the show. 26

30 Part Five FHW CHINA 2013 Onsite Activity 5.1 Opening Ceremony and luncheon of FHW CHINA 2013 At the noontime of 12th September, FHW CHINA opening ceremony and luncheon was held at The Westin Hotel-Pazhou, Guangzhou. Mr. Wen Zhibin, assistant general manager of Worldex Fiera Milano Exhibitions the organizer of the fair, hosted the opening ceremony. On behalf of the organizers, Mr. Wolfgang Qi, Managing Director of Worldex Fiera Milano Exhibitions and Mr. Paolo Borgio, Global Exhibition Manager in Fiera Milano S.p.A, delivered speeches at the opening ceremony and luncheon, introducing to the audience the basic facts and prospects of the fair. At the end of the opening ceremony, Mr. Luo Bingzhi, Vice President of CCPIT Guangdong, expressed the willingness to take long-term and intensive cooperation with Fiera Milano S.p.A and Worldex Fiera Milano Exhibitions and to develop FHW CHINA as the top professional food and hospitality exhibition in China. Guests attending the opening ceremony included VIPs from CCPIT Guangdong, CCPIT Foshan, CCPIT Qingyuan, CCPIT Heyuan, Meizhou Foreign Trade & Economic Cooperation Bureau, Guangdong Chamber of Commerce of Importers & Exporters, CCPIT Haizhu District, Guangzhou Entry- Exit Inspection and Quarantine Bureau and so on. Because of its high internationalism, FHW CHINA also gained extensive attention and support from many consulates General in Guangzhou, such as Italy, New Zealand, Sri Lanka, Mexico and Brazil, Consuls and commercial officers of Japan, UK, Australia, the Netherlands, Russia, Chile, Turkey, etc attended the opening ceremony too. In addition, the guests also included representatives from Guandong Foodstuff Imp. & Exp. Group, Guangdong Chain Store & Franchise Association, HealthCare Food Profession Association of Guangdong Province, Guangzhou Food Association, Guangzhou Jinda Food Market, importedfood.net, China Food Newspaper, the Asia-Pacific Association, Yihaodian and so on. After the opening ceremony and luncheon, VIPs went to the exhibition hall and also expressed their appreciation of the fair and willingness to continue to support the fair. 27

31 5.2 FHW CHINA 2013 Seminar and Forum Regulations and Procedures on Food Import into China During 15:00 and 16:30 of 12 September, a seminar themed Regulations and Procedures on Food Import into China was held at the seminar area by Guangzhou Entry-Exit Inspection and Quarantine Bureau and Guangdong Foodstuff Import & Export (Group) Corp. Mr. Gao Hong, representative of Guangzhou Entry-Exit Inspection and Quarantine Bureau, firstly introduced various documents, materials and preparation works needed for inspection and quarantine. Then he explained to audiences the whole procedure and those dos and don ts during the process. After Mr. Gao, Mr. Du Xu, Depute General Manager of Guangdong Foodstuff Import & Export (Group) Corp, further elaborated on customs procedures and preferential policies that enterprises could enjoy. As an import agent, Mr. Du s suggestions are very practical and constructive. 28

32 5.2.2 Seminar on The Key to Retail Terminal From 10:00 to 11:30 of 13 September, the seminar The Key to Retail Terminal took place as planned. Madame Li Jianhua (chief editor of Purchase magazine and expert in retail industry), Mr. Ding Kai (representative of retail supermarkets and expert on retail terminal integrated marketing), and Mr. Li Lidao (account director of Grand Landau Business Management Co., Ltd.) gave detailed illustrations on how to win at retail terminal. 29

33 5.2.3 Yihaodian and 1Mall Suppliers Recruitment Presentation At 13:00 of 13 September, Yihaodian and 1Mall Suppliers Recruitment Presentation started at the meeting area. Yihaodian, reputed as Online Wal-Mart, is the biggest imported food e-retailing platform in China. The meeting was mainly on How to Become a Supplier to Yihaodian and the SBY Project. The recruitment principal also gave an introduction to 1Mall and the entrance procedure to help suppliers enter e-business promptly. 30

34 5.3 Tasting Events UK Afternoon-tea Event British Consulate-General Guangzhou set up the characteristic UK pavilion to display British style high quality products to buyers and consumers of South China. This is the first time when British food and beverage enterprises have participated in a professional exhibition in South China. To further promote British exhibitors, the organizer and British Consulate-General Guangzhou held a series of activities together. On the afternoon of September 12 th, 2013, the orientation meeting on British afternoon tea culture was held at the activity zone. Mr. Morgan, the consul general of British Consulate-General Guangzhou delivered an opening speech in Chinese, which drew a hurricane of applause. Then, Mr. Stuart Rawlinson, the ambassador of Twinings--- a famous British tea brand gave an introduction to the unique taste of the British black tea. Afterwards, he preside the tea tasting (Twinings tea and the British beef tallow biscuits). All the tea sets were provided by Wedgwood--- a famous ceramic brand with a century of history. With all seats filled, his event attracted more than 40 professional buyers. Left:Mr. Morgan, the consul general is speaking Right: buyers are learning about Wedgewood Left: British Black Tea Right: British Jam and Honey 31

35 5.3.2 British Beer Tasting Event As the only professional fair the British food and beverage enterprises has participated under the guidance of British Consulate-General Guangzhou, FHW CHINA was extremely welcomed by the British beer firms. Over a hundred of characteristic British beers were exhibited at the UK pavilion. Brand owners and Chinese agents explained to and interacted with the audience. In order to let the consumers to experience the unique flavour of British beer, a British beer tasting event was held at the wine promotion area by FHW CHINA organizer and the Consulate General of the UK in Guangzhou on the afternoon of 13 September Enterprises participated in the beer tasting event included: Peter Bloxham, Chairman, PFB Trading, Beijing Bibo Runying International Trading Co., Ltd; Sea Weston beer, Mild time British Beers Store, Beijing Bibo Runying International Trading Green King beer, Wells and Young s beer. More than 30 kinds of beers were shared with over 40 professional buyers. The event was a big success. 32

36 5.3.3 Sri Lanka Black Tea Promotion Seminar Consulate General of Sri Lanka in Guangzhou set up Sri Lanka pavilion at the fair to display Sri Lanka distinctive food, including tea, jam, beer, juice, etc. on the morning of September 13th, 2013, a Sri Lanka Black Tea Promotion Seminar called how Ceylon black tea conquers the world was held at the activity area. Enterprises participated in the event included Vintage Tea and Mesna. Ms. Yasoja Gunasekera, the consul general of Consulate General of Sri Lanka in Guangzhou introduced to the audience background information of Ceylon black tea, plus the producing areas and its features, so that the audience get to know why Ceylon tea enjoy such prestigious status as the top export tea in the world. Over 30 professional buyers attended the meeting. Not only did they get useful information, but also interact with and received tea gifts from the participating tea enterprise. The event was both practical and interesting. 33

37 5.3.4 All- day Wine Tasting Event In order to provide a platform to wine exhibitors to promote their products, the organizer set up a wine tasting area for wine exhibitors to do wine tasting event. INTERWINE from Italy and CASTANO from Spain hosted the wine tasting event. They introduced Italian and Spanish red wine, white wine and sparkling wine. Over 30 wine purchasers and distributors participated. After the event, many of those buyers went to the booth of INTERWINE and CASTANO for more information. Both of the two firms expressed that the wine tasting event was very effective in product publicity and promotion. It is a great added value brought by the fair. 34

38 5.4 Exhibitors Promotion Activities on Booth Except for events held at the seminar area and tasting area, there were many other activities at the exhibitors booths to attract the attention of more buyers and to better display their brand image and product features. Japan Pavilion s on-site cooking attracts attention Chinese exhibitor s on-site show 35

39 Part Six FHW CHINA Media Promotion FHW CHINA 2013 enhanced the intensity of promotion. It has been cooperating with more than 10 domestic and international professional magazines and over 40 important websites in the food/ beverage /hospitality industry to cover a full range promotion. FHW CHINA was reported and posted through various approaches by logo and link, news releases, series reports, advertisement and so on. Thanks to the comprehensive media promotion plan, FHW CHINA received huge attention from food and hospitality professionals as well as governments of different countries. 6.1 Industrial Newspaper and Magazine Promotion China Food Newspaper promoted the fair intensively in the front page for several months 36

40 China Business News-Supermarket Weekly 37

41 Foodmate.com TYJZK China Ceramics 38

42 Today Hotel 39

43 6.2 Outdoor Advertising Grandview Mall: Beijing Road 40

44 6.3 Trade Websites Renowned trade websites, including and all participated in pre-fair, during-fair and post-fair report and follow up of FHWCHINA 2013 to enhance the influence of the fair on the Internet. 41

45 6.4 Follow-up Reports The fair ended successfully on September 14 th, Many internet media, newspapers, magazines, including China Radio International, Guangzhou Daily, Nafang Metropolis Daily, Shenzhen Special Zone Daily and Macao Commercial Post, all reported about this grand event. Guangzhou Daily 020xxw.com southcn.com news.china.com.cn foodmate.net 21food.cn 42

46 21cn.com xinmin.cn hexun.com estday.com chinadaily.com.cn meatnet.cn spzs.com zgjdypw.com foodszs.com 43

47 dayoo.com cri.cn news.163.com news.sina.com.cn zgy1114.com 21food.com.cn ycwb.com machine.21food.cn importedfood.com 44

48 candychina.net com tech-food.com eshow365.com 1688.com sp588.cc jm58.cn ccnf.com tangjiu.com 45

49 6.5 Photo Gallery The organizer and guests at the opening ceremony and luncheon 46

50 VIP Tour Audience at FHWCHINA 2013 to experience food and wine from various countries. 47

51 48

52 49

53 Part Seven FHW CHINA Background Information 7.1 Organizer Information Fiera Milano S.p.A. Founded in Italy in 1926, Fiera Milano S.p.A. is the world s leading and the biggest exhibition and congress company in Italy. It has successfully organized and co-organized more than 100 professional and comprehensive exhibitions, among which HOST-International Exhibition of The Hospitality Industry, IL Salone (the first of the world s top three furniture exhibitions), and Bit - International Travel Show (one of Europe s the top three tourism exhibitions) are the biggest or most influential in the industries. In addition, Fiera Milano has many other renowned exhibitions such as MICAM- International Footwear Exhibition, FHW-Food Hospitality World, and MADE Expo - International Architecture and Building Fair. Fiera Milano S.p.A. has powerful global network, its joint ventures extending all over Europe, Asia, Africa, and South America. Website: Worldex Fiera Milano Exhibitions (Guangzhou) Co., Ltd. In July of 2012, Fiera Milano S.p.A. joins hands with Worldex China Exhibition and Promotion Co., Ltd. to build Worldex Fiera Milano Exhibitions (Guangzhou) Co., Ltd. which was officially established in May of 2013 in Guangzhou. With the integration of the two parties global resources, abundant international professional exhibition projects, rich exhibition organization experience, and heavy investment, it is hoped that good performance could be achieved in China. At present, the company has a wholly-owned subsidiary in Hainan and 8 projects, among which 7 are self-run exhibitions and 1 is contracted exhibition. The seven self-run exhibitions are: Hainan (China) M3 Fair Hainan International Hotel Furniture and Hospitality, Hotel Design, and Hotel Construction and Building Material Fair, Food Hospitality World China (FHW CHINA), China Products (Bangkok, Thailand) Show, China (Guangzhou) International Energy-Saving And Environmental-Protection Show, China Products (Mumbai India) Exhibition, China Products (Sao Paulo, Brazil) Exhibition, and Hainan International Gaming and Amusement Fair. Worldex Fiera Milano is also the management company of Xinjiang Special Forestry and Fruit Products Exhibition (Guangzhou). In future, Worldex Fiera Milano Exhibitions (Guangzhou) Co., Ltd. will further the development of domestic exhibitions, including the launch of new exhibition projects and the import of mature exhibition projects of Fiera Milano S.p.A., to build the company s into a excellent joint exhibition company. Website: 50

54 7.2 A Global Brand Name - FOOD HOSPITALITY WORLD (FHW) FHW(FHW INDIA, FHW CHINA, FHW BRAZIL,FHW SOUTH AFRICA, FHW TURKEY) FHW is the perfect combination of two established exhibitions organized by Fiera Milano Group-TUTTOFOOD and HOST. FHW is made as a global brand name in the food, beverage and hospitality industry. FHW proves to be a great platform for interaction, understanding, business generation and exchange of ideas. It is held in India, China and Brazil annually and will be held in South Africa and Turkey, serving a great ground for advanced food/drinks/hospitality companies to meet and start business with potential buyers and partners in new markets. FHW CHINA invites all the important trade buyers to visit the fair, including food importers, distributors, agent, liquor distributors, professional market catering, large supermarkets and retail terminal etc, fulfilling the huge purchasing demand of buyers in the Chinese market. The international networks, fruitful onsite events, comprehensive and considerate fair services, professional matchmaking activities as well as the advanced quality of visitors achieved FHW CHINA as the high level and efficient business platform for manufacturers and buyers in the Chinese food, beverage and hospitality industry. TUTTOFOOD TUTTOFOOD is a big, highly qualified professional food business exhibition, and the only truly international show among Italian food business exhibitions. In 2011, it attracted 1,750 exhibitors and over 40 thousand professional visitors with over 40 thousand square meter NET. HOST is the world leading B2B hospitality show, always providing positive outcome for industrial professionals. In its 2011 edition, the show space covers 95 thousand square meter NET. There are 1550 exhibitors and more than 130 thousand visitors participated in the show. TUTTOFOOD becomes the most well known and a must-attended exhibition in Europe for food/beverage professions by its guarantee on its innovation, international characters, right buyers and specific marketing and communication plans. Website: HOST HOST is the world leading B2B hospitality show, always providing positive outcome for industrial professionals. It is held every two years and has met its 38 edition in In HOST 2011, the show space covers 95 thousand square meter NET. There are 1550 exhibitors and more than 130 thousand visitors participated in the show. HOST is where trends are set, where the pulse of the market can truly be taken, where one meets the competition as well as new and loyal clients but that s not all. Website: 51