0
DUTCH CHEESE     &  CHINA?
DUTCHMAN HENK TEROL IS THE OWNER OF MARKETING                                           AND COMMUNICATION                 ...
Content•   Why China?         •   Sustainable food•   Consumers          •   Say Cheese, Say China•   Internet           •...
WHY CHINA?
Why China?
Population Developments CHINA
Economic Grew CHINA
Chinese Economic Stats & Realities 1
Chinese Economic Stats & Realities 2
ChineseConsumers
Consumer Trends China
Young Chinese consumers
INTERNET
Internet
Internet use
Online shopping
FOOD & BEVERAGES
Chinese are interest in European taste
What’s going on?
Developments in consumption
Trends
Consumer requests
New food concepts Top issues of the Chinese (young) people?
XTC world innovation Trends Tree
Top categories worldwide
XTC outlook food trends 2011•   Ultra…. extremes•   New combinations•   Keep it simple…•   Natural & Risk free•   Transpar...
Opportunities
What we can deliver
SUSTAINABLE FOOD    IN CHINA
China’s sustainable opportunities
Forecast 2013-2018
Is China ready for Cheese?
Summary• Some presumptions• Facts & Figures of dairy consumption• How Chinese dairy brands are exploiting the cheese  mark...
• Chinese won’t like/eat cheese• They can’t stand the taste of it• Some Chinese can’t digiest  milk, so they won’t eat che...
Thanks to the urbanization, growing middle class and the China’s own dairy industry, the consumption of milk, yoghurt and ...
Imports of Powdered & Condensed Milk in China,                  2005-2010
• Urbanization• Growing middle-class• The government stimulation  – Education campaigns: Dairy is healthy  – School milk p...
The status of the Chinese dairy market Fresh milk, yoghurt and milk powder (especially baby formular) has become main stre...
• Chinese have little knowledge about Cheese,  same like wine.• Most people mixed it up with cream and butter• Cheese=FAT•...
• Cheese and red wine combination (wine consumption is growing  fast in China, again thanks to the growing middle class an...
• The cheese consumption grows at 30% per year• Cheese has higher margin than milk• Chinese brands are eager to learn the ...
• Product (cheese) varieties• Marketing campaigns• Online marketing (consumer experience, blogs, (brand) heritage,  cookin...
• Smelly bean curd, smoked meats, preserved bean curd• 56 ethnical groups, great diversity• Herbal: healthy, wellbeing• Da...
• Claim: Chinese brands are developed for the chinese  taste• Shanghai Bright all information, recipes about cheese• Mengn...
According to an online survey out of over 435respondents, consumers think the appearance,packaging, taste, nutritional val...
• General Public: Made from 100% Dutch milk, nutritional, vitamins  and minerals, fermented dairy product (easy digestion)...
• Product: simple and basic product• Place: Beijing, Shanghai and other costal cities   – Hypermarkets, supermarkets, spec...
•   Vrouw Antje•   Give aways•   Cheese tasting•   Sponsorship•   Coupons in magazines•   Chinese festivals
DISTRIBUTION CHANNELS
Who’s are the distribution channels build up?
Sims
Arla & SimsPlatform for Product Know-how and Market Insights
Developments food & beverages retail China  http://www.researchinchina.com/FreeReport/PdfFile/634000115899375000.pdf
Carrefourhttp://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR246.htmhttp://www.express.be/business/nl/e...
City Shop
City Shop
AND WE? WHERE ARE WE?WHAT ARE WE GOING     TO DO?WHERE IS OUR SPIRIT?
Asia, the future for growth
同义词
CHINA Thanks for your attention and I wish that you can now make astep forwards to reach your aims                        ...
Possibilitis for Dutch cheese brands in china?
Possibilitis for Dutch cheese brands in china?
Possibilitis for Dutch cheese brands in china?
Possibilitis for Dutch cheese brands in china?
Possibilitis for Dutch cheese brands in china?
Possibilitis for Dutch cheese brands in china?
Possibilitis for Dutch cheese brands in china?
Possibilitis for Dutch cheese brands in china?
Possibilitis for Dutch cheese brands in china?
Possibilitis for Dutch cheese brands in china?
Upcoming SlideShare
Loading in...5
×

Possibilitis for Dutch cheese brands in china?

2,400

Published on

Presentation about the increasing use of milk or powder milk in China. Are there possibilities for Dutch Cheese brands?

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,400
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
65
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Possibilitis for Dutch cheese brands in china?"

  1. 1. DUTCH CHEESE & CHINA?
  2. 2. DUTCHMAN HENK TEROL IS THE OWNER OF MARKETING AND COMMUNICATION CONSULTANCY ADMARCOM. WITH OVER FORTY YEARS OF EXPERIENCE IN MARKETING AND DEVELOPMENT, HENK VISITED CHINA NUMEROUS TIMES. ONE OF HIS PROJECTS WAS THE INTRODUCTION OF GREEK GOURMET PRODUCTS IN THE RAPIDLY MATURING CHINESE RETAIL MARKET.WHILE TRAVELING THROUGH CHINA, HE WORKED EXTENSIVELY WITHDISTRIBUTORS, RETAILERS AND OTHER STAKEHOLDERS. AND SOON HE WASASKED TO BECOME MASTER OF CEREMONIES OF ONE OF HIS BUSINESSPARTNERS. TODAY HENK IS YOUR MASTER OF CEREMONIES.
  3. 3. Content• Why China? • Sustainable food• Consumers • Say Cheese, Say China• Internet • Retail in China• Food & Beverages • Marketing & Distribution • Questions
  4. 4. WHY CHINA?
  5. 5. Why China?
  6. 6. Population Developments CHINA
  7. 7. Economic Grew CHINA
  8. 8. Chinese Economic Stats & Realities 1
  9. 9. Chinese Economic Stats & Realities 2
  10. 10. ChineseConsumers
  11. 11. Consumer Trends China
  12. 12. Young Chinese consumers
  13. 13. INTERNET
  14. 14. Internet
  15. 15. Internet use
  16. 16. Online shopping
  17. 17. FOOD & BEVERAGES
  18. 18. Chinese are interest in European taste
  19. 19. What’s going on?
  20. 20. Developments in consumption
  21. 21. Trends
  22. 22. Consumer requests
  23. 23. New food concepts Top issues of the Chinese (young) people?
  24. 24. XTC world innovation Trends Tree
  25. 25. Top categories worldwide
  26. 26. XTC outlook food trends 2011• Ultra…. extremes• New combinations• Keep it simple…• Natural & Risk free• Transparency• Explicit health benefits• Appearance and control• Sustainability• Credibility• New technology
  27. 27. Opportunities
  28. 28. What we can deliver
  29. 29. SUSTAINABLE FOOD IN CHINA
  30. 30. China’s sustainable opportunities
  31. 31. Forecast 2013-2018
  32. 32. Is China ready for Cheese?
  33. 33. Summary• Some presumptions• Facts & Figures of dairy consumption• How Chinese dairy brands are exploiting the cheese market• Market prospects: key drivers and development• Why cheese is not popular in China?• USPs of Dutch cheese and marketing mix• Consumer developments & Retail strategy in China• Insights in packaging and product concept
  34. 34. • Chinese won’t like/eat cheese• They can’t stand the taste of it• Some Chinese can’t digiest milk, so they won’t eat cheese either• We have to wait 20 years to sell Cheese to China (quoted from a dutch cheese producer)
  35. 35. Thanks to the urbanization, growing middle class and the China’s own dairy industry, the consumption of milk, yoghurt and wine has been growing rapidly.Why not cheese?
  36. 36. Imports of Powdered & Condensed Milk in China, 2005-2010
  37. 37. • Urbanization• Growing middle-class• The government stimulation – Education campaigns: Dairy is healthy – School milk plan – Milk+Yogurt+Cheese plan• Fast development of China’s own dairy industry
  38. 38. The status of the Chinese dairy market Fresh milk, yoghurt and milk powder (especially baby formular) has become main stream dairy products in China. Below are some advertisement to get an impression how mainstream they are. Targeted on the whole family Emphasis on the quality and natural image School milk plan: for a stronger generation Chinese new year version: target on childeren Sponsor of the Chinese Olympic team But some Chinese can’t drink milk due to lactose intolerence.
  39. 39. • Chinese have little knowledge about Cheese, same like wine.• Most people mixed it up with cream and butter• Cheese=FAT• Most people have only “eaten” cheese in McDonald’s and Pizzahut, so they don’t have any idea about the taste of cheese• The Cheese is not well positioned in the market
  40. 40. • Cheese and red wine combination (wine consumption is growing fast in China, again thanks to the growing middle class and the healthier appeal of red wine)• 1 kilo cheese = 10 kilo milk= All the goodies of milk ( but not enough milk in China) so imported Cheese has potential• Healthy and beauty benefits• Chinese likes to snack = Cheese is healthier alternative to other snacks• The quality of Dutch milk is well known (safe)• 100% natural product imported from Holland with little food additives
  41. 41. • The cheese consumption grows at 30% per year• Cheese has higher margin than milk• Chinese brands are eager to learn the art of cheese making• China will follow the same trend in Japan, Korea and Taiwan to consume more cheese after milk and yoghurt have become popular• Yearly consumption: 11,000 tons. 90% are imported cheese sold to the bakeries, restaurants and cafes.• So Chinese brands have little competition from imported cheese• Chinese have almost no exposure to authentic Cheese • Dutch imported cheese can differentiate itself from its quality and taste
  42. 42. • Product (cheese) varieties• Marketing campaigns• Online marketing (consumer experience, blogs, (brand) heritage, cooking recipes, education, etc.)• Use of social media, user generated content• French and UK imported brands already present• Gouda cheese is produced and sold in China• Imported cheese can be purchased online, small scale import?
  43. 43. • Smelly bean curd, smoked meats, preserved bean curd• 56 ethnical groups, great diversity• Herbal: healthy, wellbeing• Dairy: strong, calcium• Chinese don’t eat cheese, maybe it’s just a pre-occupied idea? Have they tried the authentic cheese?• Chinese are more adventurous than Dutch in terms of food
  44. 44. • Claim: Chinese brands are developed for the chinese taste• Shanghai Bright all information, recipes about cheese• Mengniu Blog: the same• Yili has launched 3 types of imported cheese in its premium range• Mogolian dairy snacks• All kinds of cheese can be purchased online• Free lunch campaign using chinese twitter
  45. 45. According to an online survey out of over 435respondents, consumers think the appearance,packaging, taste, nutritional value and the priceare important factors to consider if they’re goingto purchase cheese. It’s worth to mention thatfriends and family members can be influentialtoo. Finally, people prefer biological productswithout additives which is not the case forthe current Chinese domestic brands, whichare reproduced cheese.
  46. 46. • General Public: Made from 100% Dutch milk, nutritional, vitamins and minerals, fermented dairy product (easy digestion), it’s an art to make cheese, associate with wine.• For office ladies: healthy snack/lunch/Weight control• For older ladies: high calcium, healthy breakfast for the family• For children: high protein and calcium, grow taller and stronger• For young children: one kilo cheese=10 kilo Dutch milk• For young men: high protein, healthy snack on the go• For successful, mature business man: red wine together with old cheese.
  47. 47. • Product: simple and basic product• Place: Beijing, Shanghai and other costal cities – Hypermarkets, supermarkets, special supermarkets (City Shop)• Price: 30-50% more expensive than Chinese brands, the best quality = higher price• Packaging: packed in small packages. – Green and gold: pure and premium quality – Green and black: for old cheese – Gold and red: festival packages for Chinese New Year and National Day• PR campaign: Story telling
  48. 48. • Vrouw Antje• Give aways• Cheese tasting• Sponsorship• Coupons in magazines• Chinese festivals
  49. 49. DISTRIBUTION CHANNELS
  50. 50. Who’s are the distribution channels build up?
  51. 51. Sims
  52. 52. Arla & SimsPlatform for Product Know-how and Market Insights
  53. 53. Developments food & beverages retail China http://www.researchinchina.com/FreeReport/PdfFile/634000115899375000.pdf
  54. 54. Carrefourhttp://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR246.htmhttp://www.express.be/business/nl/economy/carrefour-succesvol-china-dankzij-lokale-orientatie/83898.htm
  55. 55. City Shop
  56. 56. City Shop
  57. 57. AND WE? WHERE ARE WE?WHAT ARE WE GOING TO DO?WHERE IS OUR SPIRIT?
  58. 58. Asia, the future for growth
  59. 59. 同义词
  60. 60. CHINA Thanks for your attention and I wish that you can now make astep forwards to reach your aims HENK TEROL Mobile: +31(0) 654 977 703Voor meer China: http://www.slideshare.net/quita1954
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×