Exhibition SCH – Shangai

The report for 2021 Food & Hospitality China exhibition

The 25th Food & Hospitality China (FHC) was successfully held in Shanghai New International Expo Center from November 9 to 11, 2021. After more than 20 years of growth and development, FHC has become a leading trade exhibition in the industry. Under the huge market demand of China’s catering industry, FHC is committed to building an important platform for large multinational companies to enter Chinese market.

During the exhibition, we received customers from different regions and channels, and focused on displaying and promoting a series of products from 791M to them. Besides, we also used combi oven to cook streaky pork, which was highly praised by our staffs and audiences.

We conducted European pork Market Research on existing distributors, end users and visitors through the exhibition. The questionnaire is mainly divided into two parts. One part is about the knowledge of European pork, and the other part is the investigation of willingness to participate in online publicity, training and activities in the future. 62 valid questionnaires were collected, including 54 retail customers, accounting for 87% of the total questionnaires, and 8 catering customers, accounting for 13% of the total questionnaires. More than 80% of enterprises have a certain knowledge of European pork, and more than 90% of enterprises express their willingness to participate in follow-up online activities and publicity.

In combination with customer feedback and actual market research, the following summary is made:

1、Domestic market

According to the latest data by EUROPEAN COMMISSION, the total export volume of pork from the EU (excluding the UK) reached 1,517,000 tons, of which the total export volume to China was about 913,000 tons in the first quarter of 2021, which means more than 60% of EU pork was sold to China. In the first three quarters of this year, the export volume of Europe pork to China was about 2.06 million tons. The highest month of export to China was March, reaching 347,000 tons. However, the monthly export volume to China has decreased monthly since March., even reduce to less than half of March in August. Due to the upside down of pork prices at Chinese market, the domestic market is oversupplied. Which can be seen the imported pork market has not been opened in China.

2、 Product aspect

1. Vacuum packaging, peeling streak pork has a certain demand in China;
2. Hope to improve the appearance of the surface of backfat;
3. Pork knuckles should be well controlled to avoid deterioration;
4. There is demand from domestic processing enterprises of cervical bone;
5. There is a demand for full ear pieces from domestic processing enterprises.

3、Channel aspect

According to customer feedback in Nanjing market, few merchants sell 791m products;

4、Marketing aspect

In terms of exhibition propaganda and marketing, it is suggested that the relevant publicity layout can be combined with Chinese elements to adjust the style and be closer to the Chinese market.

5、Achievements of the exhibition

1. Accumulated a large number of interested customers;
2. Increased the understanding of a series of products from 791M in the Chinese market;
3. Feedback from on-site customers is more conducive to understand the Chinese market;
4. By cooking streak pork at the exhibition site, customers appreciate the taste of the products form 791M.

6、Highlights of the exhibition

1. The on-site cooking of streaky pork was full of aroma, which attracted many exhibitors to taste, and was highly appreciated；
2. The display of raw material cutting and vacuum packaging are attractive, and the customer has a good on-site experience;
3. The command of the leader and the explanation of our professional team have won the unanimous recognition of customers.

7、Areas for improvement

1. Add more video promotion materials;
2. Add three-dimensional pig model;
3. Prepare promotional gifts to customers;
4. The area of the booth can be appropriately expanded.