As a key deliverable of the Project, a concluding seminar under the banner of “Tapping into Central China Market” was held on 15 June 2012. Dr. Sherriff Luk, Faculty of Management and Marketing of the Hong Kong Polytechnic University, announced the “Survey Report on Central China Consumers’ Perception of Hong Kong Brands” and illustrated on how Hong Kong brands prepare for tapping into Central China market. Mr Cheng Jun, Chairman of Wuhan Zhongbai Department Store Co., Ltd., elaborated on how to enter China market through department store channel. Mr. Calvin Chan, Executive Director of Catalo Natural Health Foods Limited and Mr. Sam C.H. Fu, Managing Director of Hong Kong Cheer Confectionery Company shared their experience of exploring Central China market. The seminar attracted around 120 SME representatives.