8th ShanghaiPrivate Label Fair

Organized by: Private Label Specialty Committee (PLSC)

Private Label Manufacturers Association (PLMA)

Supported by: Shanghai Municipal Commission of Commerce

November 28-30, 2017 Shanghai New International Expo Center, Hall N1-N2

2017PLF Know what you think, give what you want

New RetailNew Hope

New Oasis

New Transformation

In 2017, the traditional retail

business has been

transformed into a new retail

business. PLF has brought a

variety of retail formats

together to explore a new

retail road

2017PLF training has been

fully upgraded with doubled,

better lecturers to answering

questions of private label

practitioners, thus injecting

new hope

The First "China Retail Private

Label Challenge“ to open a new

oasis of China's private labels

2017PLF has brought many

private label suppliers,

retailers and supply chain

service providers together, to

display new products,

explore new ideas and

discuss new transformations

PART 1

Exhibition Scale

Exhibitors

Visitors

20,000 ㎡

455 16,406 people

2017 Exhibitor Data Analysis1-1

Understand peers and market trends

Look for new buyers

Expand trade channels

12% 16%

30%

17% 25%

10.5%

Explore private label areas

15.7%

Expand business influence15.3% 24%

34.5%

2016

2017

Exhibitors Booths

Exhibitor Satisfaction

92.1%

455家 815个

2017 Exhibitor Data Analysis1-2

Chain hotel / restaurant 10%

Dealer 12%

E-commerce platform 15%

Retailer 23%

Global sourcing 15%

Import and export trade dealer 25%

The buyer types that exhibitors want to contact

65.38%

13.94%

7.45%

4.33%3.13%

5.29%

0.48%

Local Exhibitors Geographical Analysis

华东 华南 华北 华中 东北 西南 西北

1-3 2017 Overseas Exhibitors Distribution

2017PLF has been further internationalized with exhibitors from 23 countries, mainly Europe and the United States

exhibitors. This year, we first cooperated with the Korean government, more than 10 Korean exhibitors from Seoul, Busan,

Gyeonggi-do, Daegu participated in the exhibition. The exhibits covered cosmetics, home electronics, sportswear, baby home

and accessories industries. Made in China is no longer just "Made in China“. The traditional Chinese manufacturing has

quietly shifted to "Made for China“, which has become a new trend in the retail private label field.

1-4

Overseas exhibitors from

23countries and regions

Overseas exhibitors were from a number of countries

and regions including the United States, Ukraine,

South Korea, the Philippines, the United Arab

Emirates, Italy, Sweden, Spain, Lithuania, Belgium,

Egypt, Germany, Poland, Sri Lanka, the Netherlands,

the United Kingdom, Latvia, Thailand, Slovenia, China

Hong Kong, China Taiwan, Vietnam and Japan, etc.

2017 Overseas Exhibitors Distribution

Asia

39%

Hong Kong

and Taiwan

11%

North

America

2%

Europe

46%

Africa

2%

Overseas Exhibitors Geographical

Analysis

1-5 A record high number of booths and a continued growth in food category Exhibitors in 2017

455 domestic and foreign private label

manufacturers participated in 2017PLF. A total of 815

booths with a display area of 20,000 square meters was

at its highest ever.

New Booth Record

Especially in the private label food area, the total number of exhibitors increased by nearly 30%,

which is in line with the overall trend that the development of international private labels is food-based.

Food exhibitors continued to grow

Unlike the previous case that exhibitors were

mainly enterprises from Southeast China, the

proportion of enterprises participating in the central

and western regions increased significantly this

year, and the proportions of grain and oil, non-

staple food, condiments, beverages, baby food and

other categories also increased dramatically.

A wider radiation range of exhibitors and breakthrough categories

This year, we specially set up the export

boutique area, PLMA International Pavilion, Taiwan

Pavilion and South Korea Pavilion to promote

domestic and international product docking and real-

time understand the latest overseas product trends.

Combined with the geographical situation,

Taizhou private label pavilion highlighted Taizhou’s

manufacturing category and product trends.

The retailer exhibition area and private label

product display cabinets displayed the popular

private label products from major retailers and

suppliers to promote inter-enterprise communication

and let more people know and experience private

label products.

Major exhibition areas highlighted the regional trends

1-6 Exhibits Category Compositionother

cookies & cakes

instant drinks

kitchen spices, kitchen

supplies

clothing and footwear,

apparel underwear

personal cleansing

household goods

household paper products

home daily supplies

frozen food

frain and oil, non-staple foodbeauty make-updry goods, candied nuts

cleaning and disinfection supplies

raw materials, cooked food

food packaging

vegetable and fruit

candy chocolate

hardware tools

small appliances

snacks

tobacco and alcohol, drinks

baby product

nutritional health products knitting supplies

1-7 Exhibitor FeedbackThank the organizing committee for the continued support. We have participated in PLF for many years and contacted with Beijing Wumart, CR Vanguard and other retail companies. Thanks to the organizing committee, many domestic retail enterprises are now cooperating.

——Shandong Lvdi Food Co., Ltd. Manager Xue

We have participated in PLF for many years. The further private label market will be huge, and we will work with PLMA more closely to bring more resources to this platform.

——Xiamen Liangyi Food Co., Ltd. President Zhao

The show was very professional. On the first day, the head of Anhui Andre was interested in our products and some supermarket AK, e-commerce and online store platforms also contacted with us. We will attend the show next year.

——Zhejiang Honglu Garments Co., Ltd. Fang Shen

The exhibition is quite professional with many exhibitors. The quantity and quality of the audience need to be improved. The exhibition organizer has provided good service. ——Chongqing Axingji Food Co., Ltd. Zhang Hongli

It was our first time to participate in this type of exhibition. We think the show was highly professional, so was the audience. We will continue to attend the next show. ——Chongqing Gangaojiaxiang Paper Co., Ltd. Liang Zefei

Private label has always been our main development direction. We started to contact with the show last year and found that this’s what we want. We will be staying at this show

——Ruiyu Industrial (Shanghai) Co., Ltd. Wen Yuanjun

The exhibition results were good. The show was suitable for our products and also very popular with many visitors. We will expand the booth area next year. ——Fujian Fenghui Food Co., Ltd. President Yu

1-8 2017PLF Audience Analysis

Northeast

4%

North

China

14%

East China

62%

South

China

9%

Central

China

6%

Northwest

2%Southwest

3%

North

America

7%

Oceania

2%

Africa

4%

South

America

5%

Europe

24%

Asia

48%

Hong Kong,

Maucao,

Taiwan

12%

China

Overseas

This year, the number of PLF professional visitors increased by 26% over the previous year. With the first “China Retail Private

Label Challenge”, the show brought together many domestic retail enterprises from first-tier cities, and even third-tier or fourth-tier

cities. And most retail enterprises have joined the online sales platforms or cooperated with well-known online platforms to expand

their PC and mobile customers and to upgrade their services and expand their service scope.

The Total Audience

16,406 visitors

Overseas countries and regions

55The show attracted the overseas audience from the United States, Canada, Australia, New Zealand, Mexico, Russia, Britain, Italy, Poland, Germany, Sweden, Belgium, France, Spain, Switzerland, the Netherlands, Austria, South Korea, Japan, Thailand, Malaysia, and Singapore, etc.

1-9 2017PLF Audience Analysis

Retailer, 46.91%

E-commerce, 24.01%

Global Sourcing,

17.59%Professional Shop,

7.99%

Dealer / Agent /

Trader, 30.01%

Hotel / Restaurant,

4.66%

Importer and

Exporter, 13.53%Other, 5.49%

35.18%45.44%

34.41%

decision maker / authorizer

evaluate / execute purchasing tasks suggest / collect purchase information

In addition to professional retailers, e-commerce platforms, global sourcing,

specialty stores and other enterprises, 2017PLF also attracted many importers and

exporters, as well as distributors / agents / traders who also have purchasing

requirements for OEM products.

These enterprises have the highest demand for daily necessities, reaching

50.61%. The demand for food and beverages and health and beauty accounted for

47.56% and 23.48% respectively.

In addition, on-site buyer decision makers accounted for 45.44%. Now, many

retail companies are eager to explore or have been in the tide of private label. The

company decision makers can more effectively understand the current trend of

private labels, can further understand the suppliers, and can more effectively promote

the private label development and expansion of companies.

1-10 Audience FeedbackWe are delighted to have participated in the first "China Retail Private Label Challenge" and won the Outstanding Packaging Design Award. We sincerely wish that PLF will be better in the further!

——Shanghai First Food Co., Ltd. Brand Manager Tang Wenwei

The Summit Forum was a good platform for sharing; the Association also provided a good platform for exchange, so that everyone can learn from each other, integrate and share resources.

——Guangzhou Yichulianhua Supermarket Co., Ltd. Commodity Manager Zhang Jinling

The professionalism and influence of the show are increasing year by year. This year, we have achieved with cooperation two food companies. We have new findings here every year.

——Fujian Xinhuadu Shopping Center Co., Ltd. Zhou Shengyuan

Thank PLSC for providing us with such a good platform and learning opportunities, let us meet so many excellent suppliers, and learn a lot of experience. We wish PLSC getting better and better!

——Qinhuangdao UgrantCommercial Chain Co., Ltd. Deputy Director Li Chenhui

This year we learnt a lot in the first “China Retail Private Label Challenge”. hank you for your support and affirmation, we will continue to work hard as always to make contribution to the development of China's private label industry.

——Sanjiang Shopping Club Co., Ltd. Private Label Purchasing Manager Yu Youbin

As a retail business, we always get ideas and inspiration from every exhibition. We can feel that we are not alone on the rough road ahead! Come on! Private label! Come on! PLF!

——Shanghai Lianhua Supermarket Co., Ltd. Private Label Buyer Pu Kai

Audience Feedback

The goods of high prices per customer transaction returned to the show with vigorous publicity, such as beef jerky, the snack foods will gain momentum in the future; authentic healthy products attracted much attention, such as imported dried fruit, health is still the theme of food.

——Hangzhou Lianhua Huashang Group Co., Ltd. Commodity Manager Chen Hongbo

We have attended the show for two consecutive years, witnessed the expansion of PLF year by year. From the theme exhibition, exhibition information and event, as well as he value-added services throughout the year, PLF is more and more professional with global standards. This year's show helped us improve the reputation of our private labels. We have gained the willingness of many domestic and foreign suppliers to collaborate and achieved a seamless connection with high-quality domestic trade channels. We are optimistic about the development of private labels in the future, we hope to further the cooperation with domestic suppliers and manufacturers with the professional platform advantages of PLSC, to build the core competitiveness of private labels together.

——Wal-Mart (China) Investment Co., Ltd. Public Affairs Department

1-11

PART 2 Wonderful Concurrent Events

2-1 The First "China Retail Private Label Challenge" Award Ceremony

In 2017, on the basis of the 2016 research, PLSC further improved the review mechanism, expanded the scope of review, enhanced media

exposure, boosted the industry's influence – and launched the first "China Retail Private Label Challenge“, to establish the industry benchmark and

become the first private label selection agency in China.

The challenge events brought together many professional judges: Private Label Specialty Committee (PLSC), international professional retail

consulting business Kay Rui Consultation, international Private Label Manufacturers Association (PLMA) with a long history, European famous

supermarket JUMBO, COOP supermarket, international consulting firm Maxxam, well-known Shanghai Jiaotong University, and internationally renowned

testing agency SGS. The judges have many years of observation and assessment of the retail industry, they have done a professional assessment with

their multi-year industry perspective and insight. The event received a lot of consumer votes. According to statistics, a total of 2,592,327 hits were

received during the one-month voting period, with 335,972 votes and 26,061 times of sharing. The awards were finally announced on November 28, 2017

at the 8th PLF.

2-2 The First "China Retail Private Label Challenge" Award Ceremony

2-3

AEON TOPVALU International Trade (Shanghai) Co., Ltd.

Leyou International Business Co., Ltd.

Rainbow Co., Ltd.

AEON TOPVALU International Trade (Shanghai) Co., Ltd.

Sanjiang Shopping Club Co., Ltd.

Lianhua Supermarket Co., Ltd.

Rainbow Co., Ltd. Lianhua Supermarket Co., Ltd Shanghai First Food Chain

Development Co., Ltd. Shandong Guoyuan Wine Co.,

Ltd.

Category Development Innovation

Outstanding Packaging Design

Strategy

Wal-Mart (China) Investment Co., Ltd.

Henan G-Holly MartBusiness Services Ltd.

Rainbow Co., Ltd.

Shopper Activation Qinhuangdao Ugrant Co.,

Ltd. Shanghai Lianhua QUIK

Co., Ltd. Fujian GuanPark

Investment and Development Co., Ltd

Most Sustainable Product

Most Popular Private Label Retailer

Sanjiang Shopping Club Co., Ltd.

Rainbow Co., Ltd. Wal-Mart (China) Investment

Co., Ltd.

Wal-Mart (China) Investment Co., Ltd. Rainbow Co., Ltd. Fujian GuanPark Investment and Development Co., Ltd AEON TOPVALU International Trade (Shanghai) Co., Ltd.

The First "China Retail Private Label Challenge" Winners List

2-4 “New Retail | New Engine | New Oasis”- Summit Forum

”New Retail” gives retail private label new opportunities for development in the new stage of retail development. Accelerating

the development of private labels needs to focus on solving private label product design, purchasing team, internationalization and

other problems. 2017 New Retail | New Engine | New Oasis – Summit Forum has invited many domestic and foreign retail business

executives and experts to share their experience.

Private label has become the only way of transition for retailers. The guests discussed how to broaden private labels, develop new

private label products, build the private labels into a "new engine" and create a "new oasis.“ The executive dialogue also discussed the

future road of China's retail industry to operate private labels.

2-5 Retailer Luncheon

The retailer luncheon has expanded the lecturer team and invited the representative of the Association of Private Label Manufacturers (PLMA),

which is an international authority and one of the PLF organizers, the Vice President of Jumbo, a well-known retail supermarket in Europe, and the CEO

of Kairui Consulting, an European consulting firm specializing in retail consulting.

The lecturers analyzed the overall strategy of private labels, the category management of private labels, the correct classification of categories and

the key drivers of retail private labels based on the global trends in private labels. They also shared all kinds of classic cases both at home and abroad to

answer the questions of practitioners in the industry.

2-6 Household Group Purchasing Meeting 2-7“Shaohuadian“

Innovative Procurement Platform Promotion

The minimum order quantity (MOQ) of private label products is

limited, which has become the Achilles 'heel of small and medium-sized

retailers. It’s hard to implement a joint procurement model in a non-

compete area.

PLSC worked with you5cu to hold the Household Group Purchasing

Meeting. Through the you5cu platform, PLSC worked with the

advantageous manufacturers in Taizhou, selected 100 of the most

advantageous retail private label products after testing for on-site

introduction and cost analysis, to help the retailers bothered by the

product selection.

The Internet has replaced a lot of work so far, but also created new

jobs. In the traditional work like procurement and sales, a large number of

online platforms emerged, providing a broader platform for buyers and sales

department.

PLSC signed a strategic cooperation agreement with Shaohuadian

Shopping Mall. And Shaohuadian Shopping Mall promoted its shopping mall

operation mode and orders and created an open space for suppliers and

retailers to create a more efficient platform with more opportunities.

PART 3PART 3 PLF visibility gradually increasedRecognition of all private labels deepened

3-1

Meet you again in 2018!December 6-8, 2018

Shanghai New International Expo Centre, Hall W1-W3

Contact for visitors:

Contact for exhibitors:

021-62366036 vistor@plfasia.com

021-62365373 plf@plfasia.com