China is so widespread and complex that it can’t be thought of as just one market; it’s hundreds of different markets. In 2016, Meat & Livestock Australia (MLA) conducted an in-depth research study of the China market involving filtering 353 cities down to a top 15 attractive cities, gathering market and consumer insights to assist Australian red meat exporters to identify which cities, retail and foodservice channels represented the highest value growth opportunities for the next 5 years and beyond. Using an Australian wagyu beef exporter as a case study, this session will demonstrate how this research is being used by exporters to identify which cities and channels to focus their business development, new product offers and marketing efforts on.