Required Report - public distribution

**Date:** 2/5/2004

**GAIN Report Number:** CH4801

CH4801

**China, Peoples Republic of**

**ATO ACTIVITIES reports**

**ATO Shanghai Promotional Opportunities Report**

**2004**

**Approved by:**

![](media/image1.wmf)Ross Kreamer

U.S. Consulate

**Prepared by:**

Xu,Min

**Report Highlights:**

This report provides a complete list of market-development activities,
such as trade shows, retail promotions and trade teams, that the ATO
Shanghai plans to participate in over the period from February through
October 2004. U.S. exporters and other organizations interested in
participating in any of these activities should contact the respective
organizer or ATO Shanghai for additional information.

Includes PSD Changes: No

Includes Trade Matrix: No

Unscheduled Report

Shanghai ATO \[CH2\]

\[CH\]

**[TABLE OF CONTENTS:]{.underline}**

[**I. FAS/USDA Endorsed Trade Shows
3**](#i.-fasusda-endorsed-trade-shows)

[II. Other Trade Shows 3](#ii.-other-trade-shows)

[III. Other Promotional Activities
5](#iii.-other-promotional-activities)

[A. In-Store and Food Service Promotions
5](#a.-in-store-and-food-service-promotions)

[B. Trade Missions 8](#b.-trade-missions)

[C. Trade Reception 9](#c.-trade-reception)

[IV. Post Contact and Further Information
9](#iv.-post-contact-and-further-information)

Disclaimer:

The promotional activities listed below are provided for informational
purposes only.

No endorsement is implied unless specifically stated. Terms and
conditions of

participation are the responsibility of the activity organizer.

# I. FAS/USDA Endorsed Trade Shows

U.S. exporters and other organizations interested in participating in
FAS/USDA Endorsed Trade Shows should contact the respective organizers
listed beneath each individual event, or alternatively, communicate with
the FAS/USDA Trade Show Office based in Washington D.C.: Ms. Khaliaka
Meardry, Mail Stop 1052 Room 4646 1400 Independence Ave., S.W.,
Washington, D.C. 20250-1052, Phone: 202-720-3065, Fax: 202-690-4374,
E-mail: khaliaka.Meardry@usda.gov.

**Food Ingredients Asia - China 2004**

Date: March 23 - 25, 2004

Venue: Everbright Convention & Exhibition Center, Shanghai

Last year's CMP-organized FIA turned out to be a success after its
de-facto divorce from the Chinese partner. The show has become an
established food ingredients event for food processing sector in China.
ATO Shanghai will organize an information service center and provide
support for U.S. companies involved in this show.

#### Contact: Mr. Martijn van Dijk, Expoconsult B.V. trading as CMP Information, P.O. Box 200, 3600 AE Maarssen, The Netherlands, Tel.: ++31 346 5594444, Fax: ++31 346 573811, Email: Mvandijks@cmpinformation.com, Internet: www.fi-events. 

#### 

#### SIAL China 2004

Date: March 30 -- April 1, 2004

Venue: Shanghai New International Exposition Centre of Pudong, Shanghai

Due to the SARS outbreak in China in Spring 2003, SIAL 2003 was
postponed to the spring of 2004. The SIAL China show features a wide
array of international exhibitors focused on food and beverage marketing
to the HRI and retail sectors. While SIAL has an excellent reputation in
Europe and South America, the China show is perhaps less widely known
because it competes with the more firmly established Food & Hotel China.
However, the show organizers have succeeded in attracting China\'s
leading retailers, including the country\'s top foreign retailer,
Carrefour of France. In forging a relationship with Carrefour, Exposium
has gained popularity with international exhibitors by organizing
meetings and seminars with key managers of the well-positioned retail
chain. In an effort to ensure high-quality visitors, SIAL 2004 will be
held in the expansive new Shanghai International Exposition Centre in
Pudong. ATO Shanghai will provide support services to U.S. exhibitors
including an on-site booth within the U.S. Pavilion, a market briefing,
supermarket tour, and a trade reception.

Contact: Ms. Lillian Lee, Exposium China, Unit 710, Union Plaza, 20
Chaoyangmenwai Dajie, Beijing 100020; Phone: (86-10) 6587-2510,
6587-2511, Fax: (86-10) 6587-2512, E-mail: eucimat@public.bta.net.cn or
Mr. François Gros, IMEX Management, Inc. (U.S. Representatives for
Exposium), 505 East Boulevard, Suite 200, Charlotte, NC 28203; Phone:
(704) 365-0041, Fax: (704) 365-8426, E-mail: exposium@imexmgt.com, or
Ms. Anne Capdevielle, Exposium, 1, rue du Parc, 92593 Levallois-Perret
Cedex, France; Phone: (33-1) 49 68 54 22, (33-1) 49 68 54 11, E-mail:
acapdevielle@exposium.fr, Internet: www.sial.fr, www.exposium.com

# 

# II. Other Trade Shows

U.S. exporters and other organizations interested in participating in
any of the trade shows listed below should contact the respective
organizers listed beneath each individual event, or alternatively,
communicate with ATO Shanghai for additional information.

#### WoodMac China 2004

Date: February 17 - 20, 2004

Venue: Intex Convention Center & Shanghai Mart, Shanghai

This well-established show provides a good forum on forestry products
and woodworking machinery, specifically focusing on equipment and
supplies for timber construction and furniture production. This year's
show will be held in conjunction with FurniTek China and WoodBuild
China.

Contact: Ms. Nancy Yung, Hong Kong Exhibition Services Ltd., 9th Floor
Shiu Lam Building, 23 Luard Road, Wanchai, Hong Kong; Phone: (852)
2804-1500, Fax: (852) 2528-3103, E-mail: nancy@hkesmontnet.com.hk or in
the U.S.: Mr. Robert Chang, Commerce Tours International, Suite 918, 870
Market Street, San Francisco, CA 94102; Phone: (415) 433-3072, Fax:
(415) 433-2820, E-mail: Comtours@aol.com; internet:
http://www.woodmacchina.net.

#### 

**Pet Fair Asia 2004**

Date: August 2004

Venue: Intex Shanghai

Contact: Mr. Yu Jian Rong, Royal Dutch Jaabeurs China & Keylong
Exhibitions Service Co., Ltd., E19AB, Strength Plaza, New Hongqiao
Business Square, No. 600 Tianshan Road, Shanghai 200051, Tel: ++86-21
52896776, Fax: ++86-2152896090, E-mail:
[cbcexpo@keylong.com]{.underline}

**Haining Leather & Fur Fair**

Date: September 2004

Venue: Haining Exhibition Center, Zhejiang province

Contact: Ms. Barbara Lee, Lee's Market Makers Inc, Rm. 203, Lan Tian
Building, 2164 Jia, Si Ping Rd, Shanghai, 200433; Phone:
+(8621)5505-0705; Fax: +(8621) 5505-2630; Email:
[barbara@public.sta.net.cn,]{.underline}

**Food & Hotel China 2004**

Date: September 14 ‑ 17, 2004

Venue: Intex Convention Center, Shanghai

This large international show has experienced sustained growth over the
11 past years, to the satisfaction of American and European exhibitors
alike. ATO Shanghai will again provide on-site services for U.S.
companies that participate in this show.

Contact: Ms. Nancy Yung, Hong Kong Exhibition Services Ltd., 9th Floor
Shiu Lam Building, 23 Luard Road, Wanchai, Hong Kong; Phone: (852)
2804‑1500, Fax: (852) 2528‑3103, E‑mail: nancy@hkesmontnet.com.hk or in
the U.S.: Mr. Robert Chang, Commerce Tours International, Suite 918, 870
Market Street, San Francisco, CA 94102; Phone: (415) 433‑3072, Fax:
(415) 433‑2820, E‑mail: Comtours@aol.com, Internet: www.fhcchina.com

#### 

#### Fall 2004 National Candy & Spirits Fair (Tang Jiu Hui)

Date: October 2004

Venue: TBD

The fall show of this semi-annual event, also known as the Tang Jiu Hui
Fair, possibly the largest domestic food trade show in China, has a
strong \"local\" focus, featuring a wide variety of food, wines and
spirits. It attracts more than 50,000 domestic buyers, mostly
wholesalers and distributors, and provides an excellent opportunity to
expand your network of contacts and to penetrate new markets within
inland China. ATO Shanghai will lead a sales mission to this show.

Contact: Ms. Frances Wei, ATO Shanghai, Shanghai Center, Suite 331, 1376
Nanjing West Road, Shanghai 200040; Phone: (86-21) 6279-8622, Fax:
(86-21) 6279-8336, E-mail: frances.wei@usda.gov

#### China National Fisheries & Seafood Expo 2004

Date: November 2 -- 4, 2004

Venue: Qingdao, Shandong Province

This show is Asia\'s premier seafood and fisheries event, and has been
able to attract major seafood importers, wholesalers, and seafood
processors. In the last seven years, the successful China National
Fisheries & Seafood Expo has been held in Qingdao, Beijing, Dalian and
Shanghai. This show is best suited for exporters of frozen seafood,
particularly squid, pollack, sole, and herring that can be sold in
wholesale markets and/or further processed in China. ATO will have
representatives at the show to support U.S. exhibitors.

Contact: Sea Fare Expositions, Inc., 1553 NW Ballard Way, Suite 200,
Seattle, WA 98107; Phone: (206) 789-5741, Fax: (206) 789-0504, E-mail:
china@seafare.com, Internet: www.chinaseafoodexpo.com

# 

# III. Other Promotional Activities

U.S. exporters and other organizations interested in participating in or
learning more about any of the promotional activities listed below
should contact ATO Shanghai for additional information.

## A. In-Store and Food Service Promotions

#### USA Interiors Promotion, AHEC/AFPA/SEC

Date April, 2004

Venue: Q & A, Shanghai

ATO Shanghai will team up with AHEC, AFPA and SEC to conduct a
first-of-its-kind in-store promotion for U.S. interior wood products at
a home improvement center chain in Shanghai. The initial plan is to
promote such products as wood flooring, windows, doors, molding and
furniture. A showcase US interior will be set up in the stores during
the period of the promotion, allowing buyers to select a wide variety of
US interior wood products from a single source. This promotion will take
advantage of the recent emergence of home improvement centers which
allow both homeowners and small decorating companies to source their
home-finishing materials from a single source with quality guarantees,
rather than wandering through a bewildering maze of storefront suppliers
with little if any assurance of quality.

#### 

#### Contact: Mr. Ralph Bean, ATO Shanghai, Shanghai Center, Suite 331, 1376 Nanjing West Road, Shanghai 200040; Phone: (86‑21) 6279‑8622, Fax: (86‑21) 6279‑8336, E‑mail: <ralph.bean@usda.gov>

**Food Service Training**

Date: April/May 2004 (tentative)

Venue: Hangzhou, Zhejiang Province

ATO Shanghai plans to team up with the Zhejiang Culinary Association to
provide a seminar and competition for chefs and food‑service and
purchasing managers. Participants will be recruited from restaurants and
hotels in Hangzhou as well as other leading consumer‑market cities in
Zhejiang. USDA cooperators active in the food service sector will be
invited to join and expand their scope. The activity will combine
training with a well-targeted PR effort, though major TV and print
media. Journalists will also be invited to attend and cover each of the
organized events.

#### Contact: Ms. Frances Wei, ATO Shanghai, Shanghai Center, Suite 331, 1376 Nanjing West Road, Shanghai 200040; Phone: (86‑21) 6279‑8622, Fax: (86‑21) 6279‑8336, E‑mail: [**frances.wei@usda.gov**](mailto:frances.wei@usda.gov)

**Multi-city Retail Promotion**

Date: May 2004, Tentative

Venue: Suzhou, Wuxi, Jiangsu Province

ATO Shanghai in conjunction with some national-level retailer(s) will
hold an in‑store promotion in selected eastern China emerging city
markets featuring U.S. food and beverage products. ATO Shanghai is
currently researching Jiangsu's retail and HRI markets to locate the
ideal partner. During the promotion, various activities will take place,
such as distribution of DM, on-site performances by entertainers, a
lucky draw, and a free tasting. Comprehensive media coverage is also
planned for the promotion.

Contact: Mr. Xu Min, ATO Shanghai, Shanghai Center, Suite 331, 1376
Nanjing West Road, Shanghai 200040; Phone: (86‑21) 6279‑8622, Fax:
(86‑21) 6279‑8336, E‑mail: <xu.min@usda.gov>

**Cold Chain Seminar and Workshop**

Date: June 9-10, 2004

Venue: Shanghai International Convention Center

ATO will work with USDA-contracted representatives to host a Cold Chain
seminar in Shanghai. A team of USDA and other US-based cold chain and
cold storage experts will conduct the Seminar on June 9. The
participants of the seminar will represent the following industries:
dairy, meat, frozen food, produce, HRI, and will include other ATO
contacts interested in improving the logistics and storage of their
perishable goods. On June 10, the team will hold three simultaneous
technical workshops on cold storage operations, perishable foods
retailing, and food safety, to give practical \"hands on\" training to
the invited participants. To optimize the event\'s success, ATO is
building on its relationships with the Shanghai Association of
Refrigerated Warehouses and the Shanghai Frozen Food Assocation, who are
co-organizers of the event.

Contact: Ms. Christina Wu, ATO Shanghai, Shanghai Center, Suite 331,
1376 Nanjing West Road, Shanghai 200040; Phone: (86‑21) 6279‑8622, Fax:
(86‑21) 6279‑8336, E‑mail: [christina.wu@usda.gov]{.underline}

**Retail and HRI Promotion in Chengdu**

Date: September 2004

Venue: TBD

ATO Shanghai will organize an in‑store promotion and retail campaign in
Chengdu, Sichuan province, as part of its annual promotional activities.
The promotion will feature U.S. packaged foods and beverages, as well as
fresh produce, meat and seafood. It will take place in one of the
best‑performing foreign retail stores in Chengdu, with possible
extensions to outlets outside of the city center. In conjunction with
the in-store promotion, ATO Shanghai will work with USDA cooperators and
product suppliers to conduct training seminars and competitions for
chefs and food‑service and purchasing managers for incorporating U.S.
ingredients in Chinese cuisine. This promotional campaign is designed to
expand the presence of American food and agricultural products in
Chengdu, a major provincial capital in central China, and an important
emerging city market.

Contact: Mr. Xu Min, ATO Shanghai, Shanghai Center, Suite 331, 1376
Nanjing West Road, Shanghai 200040; Phone: (86‑21) 6279‑8622, Fax:
(86‑21) 6279‑8336, E‑mail: xu.min@usda.gov

#### Convenience Chain Store Promotion

Date: September 2004

Venue: Lawson, Shanghai

ATO Shanghai will work with the Lawson convenience store chain to
organize a first-of-its-kind promotion with a Chinese convenience chain.
This initial promotion will focus on a relatively small number of stores
in Shanghai proper, as a means for laying the groundwork for future
promotions. Shanghai's convenience sector, with an estimated 3,000
stores and state-of-the-art management systems, offers tremendous
potential for future promotions. This initial campaign will focus
primarily on nuts and dried fruit snacks, but ATO has already received
inquiries for future promotions to include heat-and-eat and ready-to-eat
products.

#### Contact: Ms. Frances Wei, ATO Shanghai, Shanghai Center, Suite 331, 1376 Nanjing West Road, Shanghai 200040; Phone: (86‑21) 6279‑8622, Fax: (86‑21) 6279‑8336, E‑mail: [**frances.wei@usda.gov**](mailto:frances.wei@usda.gov)

#### Bakery Promotion

Date: October 2004

Venue: Shanghai

ATO Shanghai will work with USDA cooperators and U.S. bakery ingredients
suppliers to conduct an American food ingredients promotion and hands-on
training at one of the most popular bakery chains in Shanghai.
Introduced recipes will include dry fruits, tree nuts and many other
ingredients that are used in bakery products.

Contact: Mr. Xu Min, ATO Shanghai, Shanghai Center, Suite 331, 1376
Nanjing West Road, Shanghai 200040; Phone: (86-21) 6279-8622, Fax:
(86-21) 6279-8336, E-mail: <xu.min@usda.gov>

## B. Trade Missions

#### FMI Buyer's Team

Date: May 2004

Venue: McCormick Place, Chicago, IL

ATO Shanghai will lead a buyer team to the Food Marketing Institute
(FMI) trade show in Chicago. The buyer team will also conduct a tour of
food processing, trade and retail operations in the United States. The
purpose of this annual mission is to expose Chinese traders to a large
variety of American food products, to help Chinese importers make direct
contact with American exporters, to introduce participants to the
concept of consolidators, and to generate export sales of American food
products.

Contact: Mr. Xu Min, ATO Shanghai, Shanghai Center, Suite 331, 1376
Nanjing West Road, Shanghai 200040; Phone: (86-21) 6279-8622, Fax:
(86-21) 6279-8336, E-mail: <xu.min@usda.gov>

**NRA Show Buyer Team**

Date: May 2004

Venue: McCormick Place, Chicago, IL

ATO Shanghai plans to lead another food-service buyer team to the
National Restaurant Association (NRA) Show in Chicago, Illinois. This
annual mission takes Chinese restaurant owners, chefs, and purchasing
managers to the world's largest restaurant show and also provide an
opportunity for them to meet U.S. suppliers and/or participate in
USDA-sponsored training courses. Chinese chefs are thus exposed to a
large variety of American food products through tours of California
agricultural operations, visits to fine‑dining restaurants, and
participation in the largest food show in the U.S., i.e. the NRA show.

Contact: Ms. Frances Wei, ATO Shanghai, Shanghai Center, Suite 331, 1376
Nanjing West Road, Shanghai 200040; Phone: (86‑21) 6279‑8622, Fax:
(86‑21) 6279‑8336, E‑mail: [frances.wei@usda.gov]{.underline}

#### U.S. Exhibitors Trade Mission

Date: September 2004

Venue: Jiangsu Province

To follow up on the Food & Hotel China 2004 show, ATO Shanghai will lead
a trade mission for interested U.S. exhibitors to select eastern China
emerging city markets along the Shanghai -- Nanjing expressway. The
mission will set up promotional activities, e.g., tabletop shows, trade
receptions and one-on-on business meetings with the local officials,
culinary association, traders, retailers and hotel/restaurant managers.

Contact: Ms. Frances Wei, ATO Shanghai, Shanghai Center, Suite 331, 1376
Nanjing West Road, Shanghai 200040; Phone: (86‑21) 6279‑8622, Fax:
(86‑21) 6279‑8336, E‑mail: [frances.wei@usda.gov]{.underline}

####  

## C. Trade Reception

#### ATO Shanghai Spring Festival Reception

Date: February 7 2004

Venue: Portman, Shanghai

To celebrate the Spring Festival (Chinese Lunar New Year), ATO Shanghai
will host a trade reception for its most valuable business contacts.
Attendees include about 200 of the leading importers, distributors, HRI
leaders, and traders in Shanghai and the eastern China region, as well
as top government officials.

Contact: ATO Shanghai, Shanghai Center, Suite 331, 1376 Nanjing West
Road, Shanghai 200040; Phone: (86-21) 6279-8622, Fax: (86-21) 6279-8336,
E-mail: atos@public.sta.net.cn

**Great American Barbecue 2004**

Date: June, 2004 (tentative)

Venue: TBD

ATO Shanghai\'s annual Great American Barbecue promotion is now an
established and popular trade event. The gala reception gathers over 400
of our most influential agriculture trade, retail, food service,
distribution, media and government contacts. U.S. trade groups,
enterprises, and commodity associations co-sponsor the barbecue.

Contact: ATO Shanghai, Shanghai Center, Suite 331, 1376 Nanjing West
Road, Shanghai 200040; Phone: (86‑21) 6279‑8622, Fax: (86‑21) 6279‑8336,
E‑mail: <atos@public.sta.net.cn>

# IV. Post Contact and Further Information

U.S. Agricultural Trade Office, Shanghai

Shanghai Center, Suite 331

1376 Nanjing West Road

Shanghai 200040, China

Phone: (86-21) 6279-8622

Fax: (86-21) 6279-8336

E-mail: atos@public.sta.net.cn or atoshanghai@usda.gov

Website: http://www.atoshanghai.org

For further information about exporting to China, as well as upcoming
events and activities, please visit the ATO Shanghai website
www.atoshanghai.org. Reports from ATO Shanghai and other ATO offices
around the world are also available from the FAS website
www.fas.usda.gov