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DUTCH CHEESE
     &
  CHINA?
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 WITH
DISTRIBUTORS, RETAILERS AND OTHER STAKEHOLDERS. AND SOON HE WAS
ASKED TO BECOME MASTER OF CEREMONIES OF ONE OF HIS BUSINESS
PARTNERS. 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
WHY CHINA?
Why China?
Population Developments CHINA
Economic Grew CHINA
Chinese Economic Stats & Realities 1
Chinese Economic Stats & Realities 2
Chinese
Consumers
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
•   Transparency
•   Explicit health benefits
•   Appearance and control
•   Sustainability
•   Credibility
•   New technology
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
  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 435
respondents, consumers think the appearance,
packaging, taste, nutritional value and the price
are important factors to consider if they’re going
to purchase cheese. It’s worth to mention that
friends and family members can be influential
too. Finally, people prefer biological products
without additives which is not the case for
the current Chinese domestic brands, which
are 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
DISTRIBUTION
 CHANNELS
Who’s are the distribution channels build up?
Sims
Arla & Sims
Platform for Product Know-how and Market Insights
Developments food & beverages retail China




  http://www.researchinchina.com/FreeReport/PdfFile/634000115899375000.pdf
Carrefour




http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR246.htm
http://www.express.be/business/nl/economy/carrefour-succesvol-china-dankzij-lokale-orientatie/83898.htm
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 a
step forwards to reach your aims

                          HENK TEROL
                   Mobile: +31(0) 654 977 703


Voor meer China: http://www.slideshare.net/quita1954

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Possibilitis for Dutch cheese brands in china?

  • 1. DUTCH CHEESE & CHINA?
  • 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 WITH DISTRIBUTORS, RETAILERS AND OTHER STAKEHOLDERS. AND SOON HE WAS ASKED TO BECOME MASTER OF CEREMONIES OF ONE OF HIS BUSINESS PARTNERS. TODAY HENK IS YOUR MASTER OF CEREMONIES.
  • 3. Content • Why China? • Sustainable food • Consumers • Say Cheese, Say China • Internet • Retail in China • Food & Beverages • Marketing & Distribution • Questions
  • 8. Chinese Economic Stats & Realities 1
  • 9. Chinese Economic Stats & Realities 2
  • 18. Chinese are interest in European taste
  • 23. New food concepts Top issues of the Chinese (young) people?
  • 24. XTC world innovation Trends Tree
  • 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
  • 28. What we can deliver
  • 29. SUSTAINABLE FOOD IN CHINA
  • 32. Is China ready for Cheese?
  • 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. • 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. 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.
  • 37. Imports of Powdered & Condensed Milk in China, 2005-2010
  • 38. • 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
  • 39. 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.
  • 40.
  • 41. • 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
  • 42. • 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
  • 43. • 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
  • 44. • 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?
  • 45.
  • 46.
  • 47.
  • 48. • 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
  • 49.
  • 50.
  • 51. • 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
  • 52. According to an online survey out of over 435 respondents, consumers think the appearance, packaging, taste, nutritional value and the price are important factors to consider if they’re going to purchase cheese. It’s worth to mention that friends and family members can be influential too. Finally, people prefer biological products without additives which is not the case for the current Chinese domestic brands, which are reproduced cheese.
  • 53. • 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.
  • 54. • 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
  • 55. Vrouw Antje • Give aways • Cheese tasting • Sponsorship • Coupons in magazines • Chinese festivals
  • 57. Who’s are the distribution channels build up?
  • 58.
  • 59.
  • 60. Sims
  • 61. Arla & Sims Platform for Product Know-how and Market Insights
  • 62. Developments food & beverages retail China http://www.researchinchina.com/FreeReport/PdfFile/634000115899375000.pdf
  • 66. AND WE? WHERE ARE WE? WHAT ARE WE GOING TO DO? WHERE IS OUR SPIRIT?
  • 67. Asia, the future for growth
  • 68.
  • 70. CHINA Thanks for your attention and I wish that you can now make a step forwards to reach your aims HENK TEROL Mobile: +31(0) 654 977 703 Voor meer China: http://www.slideshare.net/quita1954