China: Marketing Lessons Learned from U.S. Beef Promotion Events in Beijing

Despite the much deserved fanfare, U.S. beef exporters need to be patient and deliberative in marketing their products in China. Post suggests educating Chinese importers on the technical procedures for importing U.S. beef and combining this education with traditional market promotion activities highlighting U.S. beef’s unique niche and story. On September 25, 2017, this approach was used by the Agricultural Trade Office (ATO) in Beijing and the U.S. Meat Export Federation (USMEF). More than 25 U.S. beef exporters from states including California, South Dakota, Colorado and Nebraska promoted U.S. beef to at least 400 Chinese buyers and other participants. 

China: Marketing Lessons Learned from U.S. Beef Promotion Events in Beijing