mardi 9 décembre 2014
mardi 2 décembre 2014
About the Lobster Advertising in China
About the Lobster Advertising in China
In China,since the lobster is not a common
consumption due to its rarity,and it is rarely seen in many lower-tier cities
and small restaurant.So through history,the target market for lobster is often
limited to a few certain crowd of people who can afford and have access to it.And the advertising
strategy is also made to fit this.As people can hardly see TV commercials on
lobster,because TV commercials are towards all people in a country,people from
all districts,all levels,most of whom will pay little attention to the things
they will not buy,and that the cost of TV advertising is so high that the
revenue the ads brings can hardly cover it.So most merchant would like to
choose the cost-efficient way,such as post up billboard in some primary trade
district or market them directly to some target customer.This truly is a cost
saving method,however,it gives up the chance to dig potential demand and
develop potential customer.
As we can forecast that the upscale dinning
market now is facing a falling tendency,partly because of the new policy
brought out by the Chinese government leaders on resisting officers’ public
consumption.The lobster market will also be influence a lot by that when less
and less officers can go to the high-level restaurant and consume luxuriously
using public funds,which is a very big source for the high-level catering
industry .So the lobster merchant should do some change on their advertising
strategy to convert their target audience from a small group of people to a
larger number of them and develop new demands.
And the fast development of the e-commerce in
China have just helped to do the change.Now the consumption pattern is not
limited to purchasing on the spot.The more and more mature of the B2C, C2C,and
O2O form of e-commerce have largely offered a more vast market space for the
merchants to cultivate.And a lot of wise lobster merchant have come to aware of
this and spend a lot on the Internet advertising to exploit the new market.The
cost of advertising on the Internet such as on Taobao,Tmall,JD,or deliver
advertisement on some websites is not much compared with its revenue.The 11.11
online shopping activity just past by have offered the lobster merchants a
great opportunity to bound advertising and selling together.A lot of merchant
made good use of this chance and advertised and sold a lot,including 90.000
lobsters from Canada are purchased to be imported to China on that day.So we
can see that there is a trend that the lobsters market will go downstream to
more people of mass consumption.To bring the lobster from the upscale
restaurant to more average people’s home.To lower the price and promote the
sales volume.
There are some other signs that also seems to
contribute to lowering the price of the lobster.One is that more and more
countries are developing their own cultivation of lobsters,which will make the
lobster market more and more free and competitive.The other one is that since a
large amount of lobsters people consume in China are imported from foreign
countries,and now,the import and export policies of China with many other
countries have become more and more open and the tax rate is getting lower.
According to the market changing tendency of
lobster,we can also analysis its trend of advertisement strategy that it will
removed little by little its luxuriant outside that they previously tried hard
to add to it and make it more close to normal people’s life,and focus more on
the lobster itself,about its taste and health value.But it still need to retain
some of its high-level feel,to ensure a good customer experience to make the
customer believe that the money they spend is deserve.So here is a balance.
The lobster in China now can be divided into
two kinds according to its sources.One kind is the lobster cultivated in
China,and the other one is the lobster imported from foreign countries,mainly
Australia,North American,and Europe countries.These two kinds of lobsters can
have some small differences on advertising strategies.The former one may make
more words on its price advantages,and the latter one may add colors to its
origin.
Another thing related to the lobster’s
advertisement need to notice is that in China,there is another kind of
aquatilia called cray,which is very popular among the young people,that seemed
to be a competitor to lobster.Because in the Chinese language,people prefer to
call it little lobster,and it has the similar outlook to lobster but much
smaller and cheaper.Some people tend to get mixed with them.And a lot of
advertisement of cray would even use the name of lobster directly.So,if the
lobster merchants are going to expand the lobster market to common consumption
group,one thing they may need to do is to use some PR strategies to rectify the
common sense of it and lead people to believe that lobster is totally separate
from cray,and to a large degree better than it.
mercredi 25 juin 2014
Chinese Agribusiness, a model in Africa
Chinese Agribusiness, a
model in Africa
The
executive secretary of the economic Committee of United Nations for Africa
(CEA)( ATOMIC ENERGY COMMISSION), Carlos Lopes, invited the African countries
to be inspired by the Chinese agribusiness model of transformation, in the
opening on Monday in Malabo, in Equatorial Guinea, of a session of Ministers of
Foreign Affairs in prelude at the top of the heads of state and of the
government planned on June 26th and 27th.
A convenient change,
crucial for Agribusiness in China
The
executive secretary of CEA(ATOMIC ENERGY COMMISSION) justifies its
recommendation by by reminding that " the majority of the workers of the
Chinese Agribusiness industry were farmers 25 years ago. The levels of poverty
at that time, in relative terms, were higher than in Africa. The Chinese
favored a massive migration towards urban areas in favor of infant industries
".
According
to him, " the conjugation of this massive migration and an increase of the
agricultural productivity was the turning point of the reduction of the poverty
in China and was translated by a growth of the GDP(GROSS DOMESTIC PRODUCT) which
passed from 3,8 % in 1990 to approximately 10 % two decades later".
Africa has to look at
China Agribusiness model
For Carlos
Lopes, «one of the big differences between China and Africa is that China
showed determination in its politics of Agribusiness and not simply
"will" to follow a path which would strengthen its growth and its
structural transformation. Its leaders had a vision, which was successful, but
same in China, the change is again imperative and convenient".
He quoted
five common conditions for a successful agricultural transformation, which
Africa does not manage to perform: the macroeconomic and political stability,
the acquisition of effective technologies, the access to markets and
convenience stores, clarity of the land diets and the ease of the industrial
initiative, then the job creation except the farming sector. In China
Agribusiness filled these conditions and we can see it in the convenience store
all over China now.
jeudi 22 mai 2014
China develops Agri-business in Africa
The
distrust towards the Chinese presence in the African agriculture sector
concerns in particular " the massive cornering of lands, to feed China
", the slowness of the model of cooperation, an orchestration centralized
by the government, etc. Tech Expert invites the African governments to take
advantage of the Chinese experience in agricultural material.
Investment of China in
African agri-business
The
interventions of the Chinese actors in the farming sector do not risk blocking
the agri-business development of the continent. The land acquisitions are not
as well important as we say it, the agricultural projects serve first and
foremost the food needs in countries or regions (rice, truck farming, sugar,
etc.) and have not for object to be exported to satisfy the food needs for
China. There is within the Chinese administration a will to set up sectors of
transformation of farm produces, to create income locally: it's like that some
sugar, some cotton, some leather etc.
Both development can be
possible
We are at a
moment the history where the crossed looks are necessary, even essential. The
experience of development of China can contribute to feed a model of
cooperation with Africa, but this model also has to feed on lessons past and
accumulated by the other investors as well as the lessons accumulated by the
African decision-makers that they are in the Central Administrations or
NGO(NON-GOVERNMENTAL ORGANIZATION), or begun. Just like China has NO solution
to its model of agricultural development in China because of still very low
weak standards of living in countryside and of politics which have still
excluded many farmers, Africa also has teachings to be given in China provided
that this one agrees to analyze the trajectories of each of the countries.
In brief, a
politics based on the improvement of the conditions of the agri-business is
possible. In Africa, since the structural adjustments, agricultural policies underwent
a severe lapel. If the State was strongly slandered in its management of big
sectors as the cotton, the coffee, the cocoa in the eighties and ninety, the
liberalization did not give all the expected results.
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vendredi 2 mai 2014
China's market of pork
The market of pork
China
opened its doors to the French delicatessen, an agreement this way was
finalized on Wednesday, March 26th during the visit of the Chinese president,
Xi Jinxing, in Paris, restoring a little of breath in a sector in trouble.
Three
French companies of delicatessen can export their products towards the gigantic
Chinese market in the next weeks. Seven other companies should receive later
such an authorization.
France was
the first European country to be able to export of the fresh pork aimed in China,
in 2005. But at the moment the exchanges remained confidential.
Both
countries also signed a draft agreement to develop the export of reproductive
boars towards China, to improve the quality of the Chinese pig breeding’s with
the know-how in porcine genetics of France.
Several
agreements were already tied this way, such that between the French Institute
of the pork (IFIP) and the Chinese public group Bright Food in September, 2013.
This protocol will allow multiplying this type of cooperation.
Market research on pork in
China
The pork is
the meat the most consumed in China, and pork on two in the world is Chinese.
Russia was
for years the most important market of the European Union for the export of
pork. Nevertheless, in 2011, China replaced Russia to become pork's biggest export
market of the Union.
As bigger
producer and consumer of pork of the world, China raised its requirements
regarding safety of the pork, what pushed the demand growth in pork of the
Union, what is of better quality. Besides the normal pork, the Union also
exported towards China the other by-products, as heads, giblets, chops and feet
of pork. The consumption of these products is very low in the countries of the
Union. However, they correspond to the taste of the Chinese.
See also : http://daxueconsulting.com/
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