FHC China Fresh Produce Conference 2018 on November 14th

Mon 24/09/2018 by Richard Wilkinson

This year’s FHC China Fresh Produce Conference will take place within the FHC CHINA Expo on November 14th 1-4pm in Hall N1 at the Shanghai New International Expo Centre (SNIEC). The event will feature the participation of leaders from across the fresh produce sector, who will discuss the most crucial issues affecting the industry. The theme for this year’s conference is: “What are the best distribution channels and consumer marketing strategies for domestic and overseas produce?” China’s leading fresh produce buyers of both online and offline channels will discuss the consumer opportunities, as well as the best marketing and supply strategies for supermarkets, fruit retail and online platforms.

Speakers at the event include:

Joanna Zheng, merchandising manager of TmallFresh (Alibaba Group), explains the opportunities for fresh produce in China’s e-Commerce & Omnichannel and sourcing strategies.


Sophia Xueyan, Chunbo’s director of international procurement, discusses how to raise online demand for premium fresh produce and secure food safety.


Mr Joe, Well Fruit’s commercial director, presents: “How to win over consumers with specialised retail formats.”


Gary Loh, vice-chairman & CEO of SunMoon (now part of Win-Chain’s perishable supply chain of Yiguo Group (Alibaba)), as well as chairman and founder of Dimuto IT, for supply chain solutions. He will present an ambitious strategy for building a major consumer brand in China involving advanced IT-Blockchain solutions.

Alice Wang, director of international trading firm Haisheng Group, describes successful case studies on gaining value with the multiple channels, and the firm’s experience investing in production and building consumer brands. Haisheng is the world’s nº1 supplier of apple juice concentrates, and a leading Chinese producer of apples, tomato & berries.

Fang Yun, commercial director of Jiuye, a B2B & B2C logistics operator of major off-line retail chains and on-line platforms, discusses the best cold chain and marketing solutions for the omni-channel.

  • Discussion

Much of the conference will be dedicated to the speakers discussing the following topics:

  • The major China distribution channels for fresh produce, comparing their competitive advantages and the best approaches;
  • Consumer trends and best “product mix” (growing categories, successful new varieties) for domestic and imported produce;
  • Marketing strategies for both offline and online channels. Recommendations for product brands with B-to-B and B-to-C campaigns.
  • B2B meetings: the room will be available for the rest of the afternoon for spontaneous meetings with the buyers.

Moderator: Pierre Escodo, editor of Eurofresh Distribution magazine, the official media partner of FHC CHINA for the fresh produce category.


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