The new, smart way for food brands to win market share in Mainland China
In 2019 shoppers in Mainland China will spend more than £1 trillion on products not available in-country. These products will be purchased online and delivered from the brand's country of origin directly to the shopper's home address in Mainland China.
This form of cross border e-commerce has proved successful with many UK brands as there is no need to follow complex trade import customs procedures, place large volumes of stock or setup any operations in Mainland China.
CBBC has developed a targeted China cross-border e-commerce masterclass for food and drink companies which will provide insights on:
- Overview of the grocery online market for food and drink – size, opportunities and main players
- Popular imported food categories online
- Cross-border e-commerce – introduction and channels; Free Trade Zones and “positive lists”
- Third parties and other e-commerce partners
- IP and Payment methods
- Engaging with the Chinese consumer – digital marketing
- WeChat accounts and stores – making it all work for you
- Successful Case studies
||Coffee and networking
Antoaneta Becker, Director - Food & Drink sector, China-Britain Business Council
Jack Porteous – Retail and E-commerce Sector Lead, CBBC
Adam Knight – Tong Digital
Byron Constable – Avenue 51
Q/A and coffee break
- Chinese grocery online sector overview
- What do Chinese consumers want – insights from recent online shopping festivals
- Introduction to Cross-Border E-Commerce as an important route to market for food and drink in China
- Positive Lists - food compliance and food labelling for China
- E-commerce partners
- Social Media, KOLs & Marketing
- We Chat as a marketing and selling channel
- Successful case studies
|| Lunch break and networking
||Opportunities for 1-2-1s with experts
About the advisers
Antoaneta Becker, Director – Food and Drink, China-Britain Business Council
Antoaneta Becker is the China-Britain Business Council’s food and drink sector lead. She joined CBBC after more than 20 years of living and working experience in China. Fluent in Mandarin, she has worked for a range of international publications, including the Economist Intelligence Unit, the research arm of the Economist, reporting on China’s macroeconomic trends, doing field work in different regions and researching specific industries and companies.
As a China Business Adviser and food and drink specialist for CBBC, Antoaneta has worked with hundreds of UK companies over the last five years, supporting their initial interest and entry in the Chinese market as well as further business expansion there. She has an excellent grasp of the challenges companies face when approaching the market for the first time and through long-term China experience a unique knowledge of the potential pitfalls and obstacles to be overcome during the market entry too.
Adam Knight, Tong Digital co-founder
Adam is the cofounder of TONG, a leading digital and eCommerce agency at the forefront of branding, communications and technology in China. TONG creates fast, effective and sustainable ways to get its clients’ offerings in front of China’s new generation of tech-savvy consumers. TONG has helped dozens of brands with their digital presence in China, including Chelsea FC, Fortnum & Mason, Kiddylicious, Boden, Huda Beauty, and Whittard of Chelsea.
Adam has been living and working with China for the last seven years. He has degrees in Chinese Studies and Social Science of the Internet from the University of Oxford.
Byron Constable, CMO, Avenue51
Byron Constable is head of strategy for global consumer brands using the award winning Avenue51 cross border e-commerce solution to safely, rapidly and cost efficiently gain market share in Mainland China.
He is known internationally as one of the world’s foremost thought leaders and practitioners in leveraging digital tools and online data for brand building. He has also been ranked as one of the top 10 British entrepreneurs in Mainland China by Esquire magazine.
During his 18 years in Mainland China, Byron led highly successful digital strategies for top retailers such as Lacoste, Ford, L’Oreal, Nike, Sony and SKII. His pivotal marketing insights and tactics gained these brands a significantly increased market share in Mainland China. In the course of this work he built Madeforchina, one of the most successful digital agencies in this specialised field.
Jack Porteous, UK Sector Lead for Retail and E-Commerce, China-Britain Business Council
Jack joined the China-Britain Business Council (CBBC) as the UK Sector Lead for Retail and E-Commerce at the start of 2017. He is based in London, but his sector responsibilities cover the whole of the UK. Prior to joining CBBC he spent 3 years living and working in China, and had a stint with the Department for International Trade in London advising retail and creative companies on internationalisation, including leading a trade mission to Beijing and Shenzhen in the videogames sector in 2016. He has also previously worked in communications roles for British and overseas political organisations. Jack has a BA in Modern Languages (Chinese) from Newcastle University.
While at CBBC Jack has overseen projects such as the JD.com Beauty Pop-Up, trade missions to the CBME and Best of British tradeshows, and the launch of several new services designed specifically for retail sector clients.