10 executives to watch in China’s seafood sector

Following our list of the more influential figures in China’s seafood industry, here’s another list of the ten to watch for the coming years – executives running some of the companies and organisations driving change in the industry.

Edward Du is betting on CNY 1.2 billion worth of sales volume in 2016 through his JiXian Wang (Gfresh.com) website for fresh, imported seafood – allowing overseas sellers to target Chinese buyers directly. Online sales of high-value seafood is the way ahead for China but only a handful of firms have the kind of financial backing for logistics and marketing needed to run a successful online business.

Du Yigong is chairman of the Qianghua Fishing Co, operator of trawlers in Argentina to ship squid back to China. A long-time resident of Argentina, Du’s father set the firm up to ship squid and other seafood back to China. Acquisitions of South American assets are a priority for Chinese firms this year but Qianghua’s roots in Argentina appear to give it an edge in terms of its knowledge and contacts in Argentina and China.

Chen Yue set up Xiao Ming, a service introducing wealthier Chinese to overseas food-themed travel which operates out of the Ningbo Bonded Zone Yuan Shuo Import Export Co. Overseas travel by Chinese tourists is a major opportunity for international retailers and restaurants and with China now the top source of tourists and tourist spending globally this is a trend that needs to be harnessed.

Shenzhen ZhengHai Industry Corp, an e-commerce platform focusing on imported fresh produce. It’s general manager is Hou Bisheng, who came up with the ‘Fresh Life’ brand. Branding remains a weakness of China’s seafood sector and Fresh Life is one of the rare success stories.

Xu Mingbao runs Shenzhen Peng Cheng Seafood Corp which is a major supplier to hotel chains which have multiplied in China in the past decade. Xu, who is also a member of the China Hotel Purchasing and Supplying Association, seems to have made himself the go-to man for seafood firms seeking to tap the valuable hotel market.

Han Xuefeng is secretary general of the Hainan Tilapia Sustainability Alliance which is seeking to produce higher-value tilapia while reducing the use of antibiotics and environmentally harmful practises. Han is also seeking to extract a better price for local tilapia producers through better branding. All of this is badly needed for an industry too long premised on volume rather than quality.

Pang Lixia manages the aquaculture brief at the Chang Cheng Exhibition Co which wants to muscle in on the seafood expo market. The Beijing-based company wants to replicate the annual China Fisheries Expo with a large annual show in Beijing rather than the hard-to-get-to giant new expo hall in Qingdao where the show was held this year. Failing that Pang wants an annual show focused on aquaculture.

Yuan Daoliang is head of data at the Shanghai Seafood Industry Association which has been instrumental in the Association’s dissemination of quality statistics on pricing. China’s aquaculture sector badly needs clear, timely pricing information platforms which could help reduce overcapacity in the aquaculture and processing sectors.

Luo Yong, general manager of Shi Dai Shang Lian, a Beijing-based management consultancy which advises seafood firms and importers on distribution systems and marketing. Effective and cost-efficient climate-controlled distribution and marketing is a big challenge for anyone seeking sales in China, particularly anyone seeking to grow sales or a seafood brand over the long term. That’s where Luo Yong has tried to be of help.

Another firm which offers advice to the sector is Fan Xubing, founder-owner of the Beijing SeaBridge Consultancy: he’s been predicting a much tougher year for importers in 2016 due to increased competition. But he’s also been a source of advice on online sales and marketing of seafood to international clients.

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