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.
Content• Why China? • Sustainable food• Consumers • Say Cheese, Say China• Internet • Retail in China• Food & Beverages • Marketing & Distribution • Questions
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
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
• 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)
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?
Imports of Powdered & Condensed Milk in China, 2005-2010
• 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
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.
• 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
• 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
• 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
• 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?
• 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
• 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
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.
• 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.
• 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
• Vrouw Antje• Give aways• Cheese tasting• Sponsorship• Coupons in magazines• Chinese festivals