TCP/CPR/6716(T)
TECHNICAL COOPERATION PROGRAMME
ASSISTANCE TO THE FISHERY INDUSTRY MARKETING INFORMATION (INFOYU)
based on the work of
J D M Elliott
FAO Marketing Expert
Bangkok, May 1998
TCP/CPR/6716(T) TECHNICAL COOPERATION PROGRAMME ASSISTANCE TO THE FISHERY INDUSTRY MARKETING INFORMATION (INFOYU) based on the work of FAO Marketing Expert Bangkok, May 1998 |
The designations employed and the presentation of the material in this document do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries.
The Food and Agriculture Organization is greatly indebted to the organizations and individuals who assisted in the implementation of the project by providing information, advice and facilities.
5. Study Tours, Training and Workshops
6. Recommendations and Actions
Annex I: Terms of Reference: International Expert Project Manager (7 m/m)
Acknowledgements. During this short mission the consultant, Marketing Expert/Project Manager received much assistance, kindness and hospitality. He would particularly like to thank Dr Nambiar and his staff at Infofish; the FAO Representation in Beijing, notably Mr Chen Shuping; the National Project Director (NPD) and all Infoyu staff.
China is currently in a period of enormous social and economic change. These reforms are particularly profound in the Ministries where reorganisation, or as we would call it downsizing, are taking place. At the present time it is expected that the Bureau of Fisheries within the Ministry of Agriculture in Beijing will be reduced from about 100 to about 40 staff. The government is also disposing of Ministry housing, until now a major feature of civil service life. These changes are tending to preoccupy civil servants and affect the working environment.
Infoyu has however made useful progress in recent months, publishing and circulating pilot copies of trade news. These editions have been well received by the industry who are providing feedback. In the coming months the challenge of full-scale commercial production and promotion must be addressed. Study tours to Infofish and Globefish have been both instructive and focused Infoyu staffs attention on income generation of such systems, the key to long-term viability.
It is however not known what effect the restructuring will have on Infoyu which may see staff and organisational changes in the coming months. Future planning is best finalised after this reorganisation has taken place.
There has been no change in the Infoyu staffing since the consultant's previous mission in late October. The NPD, Mr Li Mingqi, and the translator, Mr Liu Minqing, are working on an "as available" basis while the three other staff members, Messrs Guo, Zhao and Zong, are working full-time in the Infoyu office. All three permanent staff members' spoken and written English has improved and Mr Zong`s is now good.
The Project Manager has now completed somewhat over half the 7 months inputs envisaged.
The local Computer, Marketing and Quality Assurance consultants continue to provide inputs on an "as required" basis and still have the majority of their inputs available. Infoyu will advise the Beijing FAO Representation of time utilised by the three local consultants to date.
Follow-up visits by Globefish experts will not be required as envisaged to assist production of publications, but will be called upon as and when technical problems require resolution, it being clearly understood that they may not be available at short notice.
The Infoyu office appears to be working smoothly with all equipment, including the optic fibre cable connection to the Ministry of Agriculture (MOA) Information Centre, operating satisfactorily. All computers are networked. Systems to record and trace incoming and outgoing communications have been introduced and appear to work well. Reports from enumerators are received regularly and access to MOA and Globefish databanks. The Internet also works smoothly.
Pilot publication of Trade News journals started in February, 1998. After the study tour had taken place in late March two further pilot editions have been issued on a monthly basis. These publications have been distributed to 100 industry contacts for feedback and suggestions. The pilot editions will continue for a further three months and thereafter bi-monthly publication will commence, currently scheduled for August 1998.
Whilst feedback from industry sources has been encouraging, no subscription price has yet been decided and data included currently come only from Globefish, Infofish with price data provided by enumerators and the MOA information centre. Price data seem heavily weighted toward live fish, which probably does not reflect the readers'demand. There are many small specialist seafood and fisheries national publications in China as well as international publications, which may provide useful information.
The Study Tours to Infofish took place between 22nd and the 28th of March and included all five Infoyu staff. After this, the NPD and Mr Liu continued to Rome for further training by Globefish. The candidates expressed themselves very satisfied with the training received and particularly appreciated the guidance on income generation.
A report by Infoyu covering the study tours has been prepared and will be submitted through FAOR.
An Industry Workshop was carried out in Beijing between the 12th and 14th of May. About 25 delegates, largely industry representatives, attended this workshop.
Feedback included the following suggestions:
- that Infoyu should publish simple guidelines on the procedures for application by EU and USA authorities;
- that Infoyu consider providing trade references on overseas companies interested in purchasing from Chinese companies. This could be carried out through established agencies and trade contacts and could generate revenue;
- that more information concerning market trends be included in the publication.
Species of particular interest include: Pollock, South American Squid, Fresh Salmon, Tuna, Shrimp and Lobster. Infoyu staff will prepare a report on the workshop.
As stated in the summary China is undergoing a period of rapid change and economic liberalisation. It is critical that the momentum thus far created by Infoyu is accelerated and market positioning established in the very near future.
In order to consolidate this position, Infoyu should set up a website as soon as possible. This might be easiest achieved within the MOA website and the Globefish backstopping missions could be of assistance in this task.
The following actions were agreed with the NPD:
- Infoyu will prepare a complete list of publications relating to fisheries, the seafood industry and fish and shellfish processing published in China and will arrange for Infoyu to receive copies regularly.
- PM will compile a list of relevant publications from EU and USA and other overseas countries for Infoyu to contact and arrange receipt of publications and exchange of information.
- Infoyu will convene weekly editorial meetings to decide on inclusion of data and information in publications.
- Infoyu will contact Eastfish with a proposal for a joint HACCP publication for China. Infoyu will prepare simple instructions for exporters giving guidelines for application to EU and US authorities. The PM will prepare EU guidelines and Infoyu will get information on Food and Drug Administration (FDA) procedures from the commercial section of the US Embassy in Beijing.
- Infoyu will contact WORLDFISH Report with a view to exchanging information and publications.
- Infoyu will consider the inclusion in future publications of dates and locations of major Fisheries exhibitions both overseas and in China.
- Several companies have requested that Infoyu provide trade references for overseas companies interested in purchasing products from China. Infoyu will investigate using commercial channels to provide this service as a possible income generator.
- Infoyu will have a presence at the Dalian Fisheries exhibition in November 1998, either a dedicated stand or a significant section of the MOA stand.
- Infoyu would approach the sponsors of FISH 2000 with the objective of manning a stand in Europe in 2000.
- Infoyu will prepare a proposal for funding after the conclusion in July 1999 of the current FAO TCP assistance. Although the objective is to achieve adequate income through subscriptions, consultancy and other services this request may focus on promotion overseas of Infoyu services. It would be useful for the PM to return to China for one month in September to assist with this task.
Infoyu will advise the Beijing FAO Representation of time utilised by the three local consultants to date.
Under the general direction and supervision of the Chief, Fisheries Operations Service, and in close cooperation with the Chinese Ministry of Agriculture and the University of Shanghai, the International Expert, Project Manager will be responsible for the entirety of Project activities during his/her term and for fulfilling its objectives. He will organize, direct and coordinate the work of the other international consultants and local experts.
As specialist in marketing, he/she will collaborate with the Chinese fisheries authorities, local institutions and trade and industry associations in defining their priorities and familiarize himself/herself with the current situation in the country with a view to ensuring, coverage of their specific needs in trade related publications to be produced by the Project.
He/she will train his national counterpart in all aspects of his task and ensure that appropriate training, sessions are organized for other INFOYU staff and for those from the regional offices. He/she will take the necessary steps to make INFOYU a full member of the Fish Marketing Information Network.
He/she will take specific responsibility for the organization of the international conference involving representatives of the Chinese fishery industry and for organizing. participation of Chinese producers and their products at international trade fairs.
He will prepare an end of assignment report, a draft terminal statement in conformity with TCP procedures at the end of his/her assignment for finalization by FAO and for submission to the Government.
His/her qualifications are in the field of fish marketing. He/she must have some experience in the INFO network. Experience in the production of marketing publications is a desirable qualification. C-level in English is required, some knowledge Chinese would be a plus. The Duty Station is Beijing. The assignment will be 3 months (month 2-4), months at the end of year 1 (month 10- 12) and 1 month at the end of the project (month 23).
CONSULTANT'S ITINERARY
May 4th/5th London-Kuala Lumpur.
May 7th KL-Hong Kong.
May 9th HK-Beijing.
May 20th Beijing-Bangkok.
May 22nd Bangkok-London.
June 2nd /5th London-Bremen-London.