Chinese big two seek cooperation on branding

China’s biggest fishery groups continue to scramble for branding expertise with bosses from a key state-run international trawler operators recently visiting one of the more successful firms to make the transition from seafood catcher-processor to distributor.

Shanghai Fishery General Corp Group (SFGCG) Chairman Tang Qi Qing and General Manager Pu Shao met late last month with Zhejiang Da Yang Shi Jia (also known as Ocean Family)  General Manager Zeng Yue Xiang, to discuss cooperation on branding and distribution, according to a marketing figure at Ocean Family. 

SFGCG is keen to learn from Da Yang Shi’s “processes and success in refined processing, branding and cold chain distribution” according to an executive at the firm. 

With CNY 3.2 billion (USD 466 million, EUR 434 million) in revenues and USD 62 million (EUR 58 million) in international trade, the SFGCG group has focused on deep-sea fishing and has 100 vessels currently in international waters, including large factory trawlers and tuna long-liners, with a stated total annual catch of more than 160,000 metric tons. The group has 18 joint ventures, subsidiaries and representative offices around the world. 

Formerly a catcher, processor and canner of seafood, Ocean Family has in the past decade sought to become a distributor of value added and imported seafood products: it now operates 10 of its Shi Ji Da Hui brand seafood stores and a series of 25 counters in major supermarkets around China with a large presence of sashimi- and sushi-type seafood in both.

Chinese big two seek cooperation on branding

China’s biggest fishery groups continue to scramble for branding expertise with bosses from a key state-run international trawler operators recently visiting one of the more successful firms to make the transition from seafood catcher-processor to distributor.

Shanghai Fishery General Corp Group (SFGCG) Chairman Tang Qi Qing and General Manager Pu Shao  met late last month with Zhejiang Da Yang Shi Jia (also known as Ocean Family)  General Manager Zeng Yue Xiang, to discuss cooperation on branding and distribution, according to a marketing figure at Ocean Family.

SFGCG is keen to learn from Da Yang Shi’s “processes and success in refined processing, branding and cold chain distribution” according to an executive at the firm.

With CNY 3.2 billion (USD 466 million, EUR 434 million) in revenues and USD 62 million (EUR 58 million) in international trade, the SFGCG group has focused on deep-sea fishing and has 100 vessels currently in international waters, including large factory trawlers and tuna long-liners, with a stated total annual catch of more than 160,000 metric tons. The group has 18 joint ventures, subsidiaries and representative offices around the world.

Formerly a catcher, processor and canner of seafood, Ocean Family has in the past decade sought to become a distributor of value added and imported seafood products: it now operates 10 of its Shi Ji Da Hui brand seafood stores and a series of 25 counters in major supermarkets around China with a large presence of sashimi- and sushi-type seafood in both.

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