中国水产品如何做能改善在北美乃至全球的市场形象

　　中国水产频道独家报道，

　　我已经向自己正式发出挑战，在接下来的一年要更加努力地展示水产业的正面形象。在此，我也呼吁海鲜指南的读者们，无论你们参与的是供应链的哪一个环节，请你们思考该如何挑战自己，采取更多行动，讲述自己的故事。

　　文/全球水产养殖联盟（GAA）副总裁Steve Hart

　　2018波士顿国际海鲜展刚刚结束，全球各地的参展商/观众已陆陆续续从波士顿归来。

　　波士顿国际海鲜展，始于1982年，迄今已举办了36届。30多年来，波士顿展见证了全球海产业的更迭发展。于中国而言，波士顿更是在近10年的时间里成为了中国大连、青岛等地来料加工的加工厂的晴雨表。如今，中国作为全球最大的水产品消费市场之一，来料加工企业逐步转型，并利用多年对国际市场的熟悉情况打开了中国的内销市场，中国出口北美地区的罗非鱼也有了一些新的变化。

　　现任全球水产养殖联盟（GAA）副总裁的Steve Hart先生从业已经22年了，今年是第10年参加波士顿展会，其所在的全球水产养殖联盟十多年前进入中国市场，推广GAA旗下的最佳水产养殖规范（BAP）认证，目前在全球范围内有超过2000个水产养殖场、苗场、饲料厂、加工厂获得了该认证，BAP也成为主流市场上许多零售商和食品服务商的采购选择。

　　在全球的市场中，Steve尤其关注北美和中国市场，在展会结束后，他应邀为海鲜指南写了一篇他的参展随感，内容如下（后附英文原版）：

　　2018年波士顿国际海鲜展刚刚结束，有一个主题非常清晰：要想赢得发展，我们必须顺应变化，正如展会最后一天恶劣的暴风雪席卷波士顿，参展商不得不做出调整来应对现实环境一样，这明显地说明了顺应变化的必要性，展会的主题即必须适应市场不断变化的要求，也更清晰地说明了这一点。

　　今年展会期间举行的一些重要发布会，不仅对北美市场，更对整个全球市场有所暗示。其中，值得我们关注的是，智利三文鱼生产企业宣布将打造独特的智利三文鱼品牌，引起了中国水产品供应商的特别关注。

　　据我了解，智利此举并非要与加拿大、挪威等主要产区争夺市场份额（因为智利许多三文鱼生产企业也在这些地区养殖三文鱼），这是在向市场和消费者推广食用三文鱼的益处和表明智利的三文鱼产品质量上乘、符合所有的国际标准、能满足全球的消费需求的信号。

　　智利三文鱼养殖企业为何做此决定？一方面，智利三文鱼行业想要向全球推广其三文鱼，另一方面，智利三文鱼在北美地区的形象有些负面，因此智利商家决定正面解决这一问题并努力改善行业形象。智利三文鱼供应商针对北美市场的举措为何会引起中国水产供应商的兴趣？正如智利三文鱼在北美市场的负面形象，中国水产品在北美的市场形象亦是如此。

　　如同今年波士顿展会上另一个热议的话题一样，2017年中国冰冻罗非鱼需求在北美市场持续下滑，这是否意味着美国市场对中国的罗非鱼生产商已无希望？我认为不是。越南巴沙鱼是中国罗非鱼在北美市场主要的竞争对手之一，由于中国市场的需求不断上涨，而进入美国市场的关税与检查标准提高，越南巴沙鱼对美国的出口量急剧下降

　　与2016年相比，2017年美国对越南冰冻巴沙鱼片的进口量下降了20%；12月的情况更为严重，与2016年12月相比，2017年12月进口量下降了25%。2017年美国对中国冰冻罗非鱼片的进口量比2016年下降幅度超过5%；然而，或许是因为越南巴沙鱼进口量减少，中国冰冻罗非鱼片2017年12月进口量比2016年12月增加5%。这是否表明中国罗非鱼生产商在北美市场商机扩大？我认为这取决于中国商家的意愿，看他们是否想扩大市场，改善中国罗非鱼在北美市场的形象。

　　这不仅仅涉及到中国罗非鱼生产商。我们可以看到，现在水产品供应商不仅与买家的交流越来越多，也越来越多的参与到终端市场。中国进入美国市场的水产品企业应当考虑到这一点，并且思考市场在如何不断追求生产链透明化。这不仅涉及管理，也涉及市场意向。

　　不久后，美国管理部门也将发布新的产品追踪规定，这一项目叫做水产品进口监控计划（SIMP），目前主要监控野生水产品，但很快将覆盖养殖虾类，甚至将监控范围扩大至所有的养殖水产品。

　　除水产品监控外，中国水产品生产商或许还可以考虑更多问题，比如北美市场的许多地区全面否定养殖水产品，尤其对中国养殖水产品的印象更加糟糕。我们可以看到，世界各地越来越多的水产品生产商都在向市场展示推销自己的产品。如果生产商不公开透明，不展示他们的生产活动和生产环节，就会有别人来“帮忙”。

　　我认为参观一家水产品公司确实能够让你意识到开发新思路和推广产品的必要性，随着市场不断变化，未来推广产品将变得更加重要。世界各地越来越多的消费者都在网上了解各种产品，这意味着短消息和短视频对生产者而言愈加重要，借此，他们能够展示自我。

　　在波士顿展会期间，我参观了Open Blue展台，他们生产中美巴拿马海岸地区的军曹鱼。他们在展台设置了VR眼镜，可以让人们“身临其境”，通过VR技术在一场短短5分钟的展示中参观他们的农场。带上眼镜，我“坐”上了直升机俯视农场的全景，然后我又“变身”潜水员，查看他们放置在水底的笼子，观看农场的实时动态能够消除市场和消费者对于产品生产的许多困惑。中国水产品公司也可以轻松地采用类似的策略，用无人机和水下摄影机镜头拍摄产品动态。

　　显然，在美国市场之外，也必须重视这些市场营销战略。

　　在2017年青岛举办的中国国际渔业博览会上，很明显可以看到中国的水产品产业重心已经由出口转向进口。中国的水产品生产商正面临着国内市场与日俱增的竞争压力。考虑到中国发展迅猛的电商市场，市场营销战略显得尤为重要。

　　普华永道近期一项研究显示，电商市场正成为中国食品行业发展最迅速的市场，但除此之外，电商市场也正在转变消费者购买水产品的方式。越来越多的中国消费者正运用电商平台来了解新产品，他们虽然在电商网页上了解这些产品，但有可能会在别的市场进行购买，比如新零售店、餐馆或是传统的实体店。许多外国企业目前也正在开发市场营销题材来展示自家产品。

　　中国水产品企业需要考虑他们该如何采取相同的办法来进入未来市场。许多中国的龙头企业已经在通过微信营销活动进行宣传，但是整个行业应该采取更多行动。

　　在我回顾去年从不断变化的水产品行业所了解到的情况时，我认识到我自己必须做出调整，做出改进，这样我才能成功。每一个从事水产品行业的人都应该认识到这一点。我们都应该展示自己，向市场，最终向消费者展示他们为什么要食用水产品。

　　我花了一段时间记录我觉得要做的事，现在我想分享一个小故事，谈谈我现在采取的解决措施。最近我加入了水产品营养伙伴组织（SNP）的董事会工作，SNP是美国的一家非营利组织，旨在鼓励美国人食用更多水产品。作为该机构的董事之一，我的工作就是指导我们该如何提升水产业在美国消费者心中的形象。SNP想赢得美国消费者的信任，使他们相信养殖水产品既安全又营养，这也是我作为新一届董事会成员的要求。

　　我已经向自己正式发出挑战，在接下来的一年要更加努力地展示水产业的正面形象。在此，我也呼吁海鲜指南的读者们，无论你们参与的是供应链的哪一个环节，请你们思考该如何挑战自己，采取更多行动，讲述自己的故事。

　　原文如下：

　　The 2018 Boston Seafood Show just concluded and there was one major theme that was obvious to me:we must adapt to changes if we are going to prosper in our businesses.This was obvious as show attendees had to adapt to the physical environment of the powerful blizzard that hit Boston on the final day of the show,and it was even more obvious as the theme of the show was the need to adapt to the changing requirements of the market.

　　There were some major announcements during the show that will have implications for not only the North American marketplace,but for the entire global market.Of particular interest to the Chinese seafood producers should be the announcement by the Chilean salmon producers to begin marketing their products as being uniquely from Chile.This is not necessarily an effort to take away salmon market share from other major producing regions like Canada and Norway;as many of the companies producing salmon in Chile are also producing salmon in those other regions.This is more of an attempt to better educate the market and consumer on the benefits of eating more salmon and the fact that Chilean salmon meets all the international standards and is a high-quality product that can help meet the global demand for salmon.

　　The question is why are the Chilean producers deciding to do this?In North America,there are negative impressions of Chilean salmon.The Chilean producers have decided to address this issue head-on and work to improve the image of their industry.

　　Why should the actions of Chilean salmon producers be of interest to Chinese seafood suppliers to the North American market?Much like the negative impressions of Chilean salmon in the North American market,there are also negative impressions of Chinese seafood.Another common theme around the Boston show this year was the continuing decline of demand for Chinese frozen tilapia fillets in the North American market in 2017.Does this mean the U.S.market is hopeless for Chinese tilapia producers?I don’t believe so.One of the chief competitors for Chinese tilapia in the North American market is Vietnamese Pangasius.Because of increasing demand in China,and also tariffs and increased inspection requirements for Vietnamese Pangasius entering the U.S.market,Vietnamese Pangasius imports into the U.S.have decreased sharply.

　　Frozen Pangasius fillet imports from Vietnam to the U.S.decreased 20%in 2017 compared to 2016;that decline was even larger in the month of December as the decrease was 25%in December 2017 compared to December 2016.For frozen tilapia fillets from China,there was a decrease of more than 5%in 2017 compared to 2016;however,likely because of the decrease in Pangasius imports,Chinese frozen tilapia fillets increased in December of 2017 compared to December of 2016 by more than 5%.Is this a sign of greater opportunity for Chinese tilapia producers in the North American market?I believe this depends on the willingness of the Chinese producers on focusing on marketing and improving the image of Chinese tilapia in the North American market.

　　This goes beyond just Chinese tilapia producers.We are seeing more engagement of seafood providers with not only their buyers,but also the end market.Chinese seafood firms accessing the U.S.market should consider this and think about how the marketplace is really looking for more transparency in the supply chain.This has regulatory implications,but also market perception implications.New traceability requirements will soon be enforced by U.S.regulatory agencies.This program is called the Seafood Import Monitoring Program(SIMP).This is currently focusing on wild seafood products,but will also soon be enforced for farmed shrimp,and will likely be enforced to all farmed seafood as well.

　　Chinese seafood producers should be thinking beyond just SIMP though.There is an overall negative perception of farmed seafood in much of the North American market,and in particular an even more negative perception of Chinese farmed seafood.We are seeing more seafood producers from around the world focusing on showcasing their products to the marketplace.If producers don’t become open and transparent about what they are doing and how they are producing their products,someone else will tell their story for them.

　　A visit to one seafood company really highlighted the need for thinking of new ways to promote your products.I believe this will become even more important in the future as the marketplace continues to change.More consumers around the world are learning about products on the internet.This means short messaging and video is becoming more important for producers to be able to tell their own story.During the Boston show,I visited the Open Blue booth.They produce cobia off the coast of Panama in Central America.At their booth they had virtual reality goggles that allowed people to actually visit their farm in a short 5-minute presentation through this virtual reality presentation.While wearing the goggles I was able ride on a helicopter to get a panoramic view of the entire farm,and then I was able to be an underwater diver to see their sea cages from below.This ability to see what is happening on the farm removes a lot of the concerns that the marketplace and consumers might have about how the products are being produced.Chinese seafood firms could easily adopt tactics like this through use of filming with drones and underwater cameras.

　　The importance of looking at these kinds of marketing tactics beyond just the U.S.market should be evident.When Chinese seafood companies look at their own domestic market,they are seeing increasing competition from foreign seafood companies trying to access the Chinese market.At 2017 China Fisheries&Seafood Expo in Qingdao,it was obvious that the Chinese seafood industry has transformed to an export-focused industry to an import-focused industry.Chinese producers are facing increasing competition for their own domestic market.This is really highlighted when considering the quickly growing e-commerce market in China.A recent study by PricewaterhouseCoopers showcased how e-commerce is the most rapidly growing market for the food sector in China,but beyond this,the e-commerce market is also driving change in how consumers purchase seafood.A growing number of Chinese consumers are using e-commerce platforms as a method to learn about new products.As they learn about those products on e-commerce sites,they are likely to buy those same products in other markets such as new retail,restaurants and traditional brick and mortar stores.Many foreign companies are now developing marketing material so they can tell their stories.

　　As I reflect on what I’ve learned over the last year while working in the ever-changing seafood world,I know that I must personally adapt and evolve so my business will succeed.This same theme needs to be adopted by everyone working in the seafood industry.We all need to tell our story and show the marketplace,and ultimately the consumers,why they should be eating seafood.I’ve spent a lot of time writing about what I think needs to happen,now I will share a short story on what I am doing to address these same issues.I was recently asked to serve on the board of directors of the Seafood Nutrition Partnership(SNP).SNP is a non-profit organization in the U.S.focused on getting Americans to eat more seafood.Currently only one in ten Americans eat the recommended amount of two seafood meals per week.As a board member of SNP,my role will be to provide guidance on how we can improve the image of aquaculture to the American consumer.SNP wants to build trust with the American consumer that farmed seafood is nutritious and safe,and that is my mandate as a new board member of SNP.

　　Chinese seafood companies need to consider how they are going to begin doing the same thing to access future markets.Many of the leading Chinese companies are already doing this through online WeChat marketing campaigns,but all of the industry needs to do more.

　　I have challenged myself personally and professionally to do more to tell the positive story of aquaculture in the coming year.As I wrap-up this summary,I challenge you readers to consider how you can challenge yourselves to do more to tell the your story,no matter what part of the supply chain you are engaged with.

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　　【关键字】：水产养殖