Canadian seafood exports to China decreased by 21 percent in value and by 3 percent in quantity during the first quarter of 2020 relative to the same period in 2019.
“This decline is mainly due to a shift in sales from more expensive products such as lobster, crab, and geoduck towards products with a lower unit value such as shrimp,” noted a statement from Global Affairs Canada, the Canadian government’s department of foreign affairs and trade, sent to SeafoodSource.
This drop in the first quarter of 2020 should be viewed in the context of a very strong 2019, noted Global Affairs Canada.
“In the context of the last five years of trade [2016-2020], 2019 was exceptional. Although the first quarter of 2020 saw a significant decline relative to 2019, the exported value is on par with the five-year average,” the organization said in its statement.
To get things back on track, the Canadian Consulate General in Shanghai is collaborating with New Brunswick and local Chinese supermarkets – including Suning, Carrefour China, and Greenland G-Super – to promote Canadian lobster both online and in their physical retail stores. The “We are BIG on Lobster” promotion started broadcasting live with social media influencers on 12 May, and is expected to generate a significant uptick in lobster sales and sustained market interest, according to Global Affairs Canada.
Economic activity and demand from the foodservice sector in China is beginning to recover.
“Canada’s Trade Commissioner Service network in China is partnering with local retailers and e-commerce platforms to promote seafood and other sectors, and meet the demand for China’s ‘home cooking’ market in the meantime,” Global Affairs Canada’s statement said.
Shipments are beginning to recover, the organization added.
“For instance, the flow of container traffic to China has improved, air freight shipments have also improved, excluding those carried in passenger flights which remain limited,” it said.
Online promotions appear to work well for Canada in China. The country’s consulate in Chongqing partnered with Chinese website Epet.com on a Canadian pet food promotion that took place from 13 to 17 April. The campaign raised awareness of the Canada brand, reaching over 2 million Chinese consumers, and generated an average increase of 57 percent in sales for 11 brands of pet food manufactured by five factories in Alberta, Ontario, and Quebec. Pet food products in China frequently contain seafood.
Photo courtesy of Verena Joy/Shutterstock
