The latest in our awards miniseries is Bright Mega Capital Corporation, Bronze winner in the Outstanding Member category. This episode features Sarah’s conversation with Bright Mega’s president, Toronto-based Bernard HE Jun, who describes the unique role Bright Mega plays in delivering Canadian products into the hands of China’s middle class consumers. Key takeaways from Bernard:

• There is a big demand for products from Canadian SMEs, and Bright Mega provides “strength in numbers” by combining companies that might not be able to go it alone. Bright Mega has TMall Global specialty stores in the “mom & baby” and “healthy food” categories. Bright Mega combines products in these categories, buys them ex works, ships to a bonded warehouse in China, and handles store setup, translation, online promotion, and social media marketing.
• He cites an example, Simply Protein, which appeals to consumer desire for high protein, low sugar products. Using the Winter Olympics and athletes, the company quickly doubled, tripled, then quadrupled its sales month over month. The product received great reviews from people who love the taste, from kids, to adults, to seniors. Once brand awareness is established, momentum can take a company a long way.
• What does a company need to start selling via cross-border ecommerce to China? First, it must have strong sell-through and brand awareness in Canada, in well-known retailers. Second, it needs competitive products, at competitive price points. Third, a budget to invest in this market expansion. Fourth, it needs to use PR and trade shows. And fifth, it needs a China business plan for the next couple years, supported by senior management who are keen on expansion and patient with the time it will take.

This multi-part miniseries is sponsored by SnapPay.