P.PIP.0571 - China Innovation Program development and implementation – TFI China

Summary

This project forms a component of the Insights2Innovation program, aimed at informing value chain innovation investments through the translation of market insights into growth strategies within the Chinese market. The scope of the China innovation strategy will include initiatives in the following key areas:

• aligning product and packaging design to targeted customer needs leading to high value products
• developing and implementing new business models including e-commerce strategies in-order to capitalise on the evolving Chinese e-commerce platforms
• continuously investigate idea generation and feedback processes with a specific focus on innovative product, processes, packaging and value chain concepts
• developing design led research capability across the value chain to support the use of tools and transfer of knowledge.

Objectives

The key objective of this project is to develop and implement a high value China Innovation Strategy.

Key Measures

The successful contribution of the TFI/MDC China Innovation Manager will be determined by:

- evidence of effective implementation of TFI’s high value growth strategies in the China market

- demonstrated application of insights and design-led innovation approaches

- efficient project delivery in accordance with budgets and timelines

- quality of reports

- satisfaction of joint TFI/MDC Steering Group in relation to the contribution of the China Innovation Manager

- contribution to MDC Insights2Innovation events and network meetings (as agreed)

- complete lessons learned analysis and evaluation of China Innovation Program.

Key findings

There are six key affluent segments that are the primary targets for Australian beef in China. These are built around four key needs and these need to be addressed when targeting the China market:

• Provenance – safe, trusted suppliers
• Quality – consistent product
• Taste – flavour and family favourite
• Relevance – meals that meet the household needs.

Benefits to industry

As a result of MDC’s co-investment in this program, the following broader industry benefits will be achieved:

- assessment and building upon current MDC China insights2innovation portfolio

- generic tools and approaches to building enterprise and supply chain innovation capability and achieving innovation outcomes that will be disseminated to the broader industry

- better understanding of the critical issues impacting on the competitiveness of the industry within the context of the Chinese market

- new technologies (arising from projects within the China Innovation program) which will be commercialised and/or disseminated for the benefit of the broader industry.

MLA action

MLA will continue supporting leading Australian red meat value chains to fast-track their innovation and growth strategies.

Future research

MLA will continue supporting leading Australian red meat value chains to fast-track their innovation and growth strategies.