China is the world s largest consumer market for food & beverages. (meatx4 in 30 years)

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Ashlynn Gaines
6 years ago
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4 World s largest food market China is the world s largest consumer market for food & beverages. (meatx4 in 30 years) Confidence in domestically produced food has declined (for 61%). 28% intend to buy imported food Among high-end grocers, some 70% of food products (SKUs) are imported

5 Volume growth is lower but people are upgrading purchases Purchasing Power Traveling Environment Premiumization Trust Health

6 Changsha, 18 th city in China, Flagship store of BBG, store check key learnings

7 Solutions to explore

11 European products very much in demand

12 The channels

13 Very fragmented. Top 10=25% market share

14 Online is a must for imported FMCG, retail has to catch up!

15 CHINA EXPORT ACCELERATION PROGRAM HOW TO ENTER? By Wabel & Cityshop

16 How to enter? Market acceptance Regulatory acceptance Market adaptation Marketing strategy Marketing tools Channels to market Promotion Logistics Pricing Invoicing Payment collection

17 CHINA EXPORT ACCELERATION PROGRAM KEY QUESTIONS * Preparation : Regulatory? Market acceptance (product, price )? Brand registration? * First steps : Tradeshows? Consultants? Direct? * Channels : Importers? Exclusivity? Retailers direct? Food Service? Online? Offline? Cross- Border? Regional or Local Wholesalers? * Marketing : Documents? Packaging? In-store promotion? Advertising? Online? Offline? * Operations : Logistics? Currency? Payment terms? Own office? By Wabel & Cityshop

18 CHINA EXPORT ACCELERATION PROGRAM Pros - Larger initial quantity - Classic supplier/customer relationship - Regulatory support (for the good one) - Marketing support (for the good one) IMPORTER ONLY Cons - Often requires exclusivity - Margin structure - Lack of transparency/black box - No real control of distribution and operations Classical, easier but often short term and ultimately costly By Wabel & Cityshop

19 CHINA EXPORT ACCELERATION PROGRAM Pros - Margin structure - Visibility on sales and on prices - Build a long lasting presence in China Value creation - Many clients can order small volumes -> Huge quantities By Wabel & Cityshop DIRECT RETAILER or LOCAL WHOLESALERS (through Importer (controlled) or Logistics/Invoicing Solution) Cons - Few can directly import. Most ask for RMB prices, short lead time and repeat small orders - In general do not provide regulatory and marketing support - Payment terms - Supply chain issues More difficult to set-up, but securing a strong upside if properly done

20 CHINA EXPORT ACCELERATION PROGRAM CROSS BORDER E-COMMERCE Pros - No certifications - Easy to start - Great way to test the market - Real time feedback Cons - Can be really disappointing without the right partner. - Low volumes - Requires a specific logistic - Story telling is fundamental By Wabel & Cityshop - Not valid for all products Can be a nice way to start

21 CHINA EXPORT ACCELERATION PROGRAM HOW CAN WABEL HELP? Wabel supports you along the way based on your strategy and development stage By Wabel & Cityshop

22 CHINA EXPORT ACCELERATION PROGRAM 5 STEPS TO THE CHINA ONE STOP SHOP SOLUTION INITIAL DIAGNOSTIC MARKET ENTRY MARKET RAMP UP RECURRING SALES INDUSTRIAL SET UP Potential assessment (regulatory, product ) Legal requirements (certification,labelling, brand registration) Testing products (CBEC) Adapting to local Wabel China Mini-stock in China with RMB price Getting first orders Growing the sales pipeline, expending to new channels Optimizing the supply chain When sales get really big, opening a factory culture & tastes By Wabel & Cityshop

23 CHINA EXPORT ACCELERATION PROGRAM HOW CAN WABEL HELP? Wabel supports you along the way based on your strategy and development stage TWO IMMEDIATE OPPORTUNITIES 1: Kick start your sales through the Metro China/Wabel CBEC partnership 2 : Want to expand import&retail channels? Attend Wabel China Summit By Wabel & Cityshop

24 CHINA EXPORT ACCELERATION PROGRAM By Wabel & Cityshop

25 CHINA EXPORT ACCELERATION PROGRAM By Wabel & Cityshop

26 CHINA EXPORT ACCELERATION PROGRAM Wabel Metro China CBEC Partnership 850 SKUs will be selected in 2017 First selection in March Apply to Wabel By Wabel & Cityshop

27 WABEL CHINA SUMMIT JUNE 6,7, SHANGHAI ORGANIZED WITH

28 WABEL CHINA JUNE 6,7, SHANGHAI RMB 780bn+ STORES RETAILERS TURNOVER CHINA SUMMIT JUNE 6,7, SHANGHAI 28

29 Incorporated in 1997 in the Chinese Ministry of Civil Affairs. official representative of retailing & franchise industry. Until the end of 2015, it gathers than 1,000 members, representing around 340,000 stores. Covering retail, restaurants, hotels, and Food services. Among them, turnover of FMCG retail channels is above 3 trillion RMB in 2015 (USD 420 billion). CHINA SUMMIT JUNE 6,7, SHANGHAI

30 Coordination at the Centre of Government for Better Policy Making CHINA SUMMIT JUNE 6,7, SHANGHAI

31 MERCHANDISE COMMITTEE MEMBERS BEIJING SHANGHAI HONG KONG CHINA SUMMIT JUNE 6,7, SHANGHAI 31

32 WHAT IS A WABEL SUMMIT? PRE-ORGANIZED FACE TO FACE MEETINGS WITH BUYERS FROM LEADING RETAILERS NETWORKING LUNCHES AND DINNERS EXHIBITION SPACE FOR INFORMAL MEETINGS MEETING SCORECARD AND FOLLOW- UP THROUGHOUT THE YEAR

YOUR WABEL CONSULTANT KNOW THE BUYER S FEEDBACK

33 WABEL 365 ALL YEAR SERVICE INCREASE YOUR PRODUCTS VISIBILITY PREPARE YOUR MEETINGS FOLLOW-UP WITH YOUR WABEL CONSULTANT KNOW THE BUYER S FEEDBACK TRACK YOUR FIRST ORDERS BENEFIT FROM DEDICATED CHINA SUPPORT

TRY OUR CERTIFIED PARTNERS IMPORT AND LOGISTICS SOLUTION INCLUDING : - STORAGE OF YOUR PRODUCTS

34 LOGISTICS AND INVOICING SUPPORT (optional) LOOKING FOR A TRANSPARENT SOLUTION TO SUPPLY RETAILERS WHO CANNOT IMPORT DIRECTLY FROM YOU? TRY OUR CERTIFIED PARTNERS IMPORT AND LOGISTICS SOLUTION INCLUDING : - STORAGE OF YOUR PRODUCTS IN A TEMPERATURE CONTROLLED BONDED WAREHOUSE - CUSTOM CLEARANCE - INVOICING IN RMB WITH A TRANSPARENT IMPORT SERVICE FEE STRUCTURE - HARD CURRENCY PAYMENT TO YOU

35 AGENDA WABEL CHINA SUMMIT JUNE 6 CONFERENCE ON THE CHINESE MARKET STORE CHECK OF MAIN RETAILERS IN SHANGHAI

FOR INFORMAL MEETINGS PRESENTATION OF YOUR COMPANY IN

36 AGENDA WABEL CHINA SUMMIT JUNE 7-8 PRE-ORGANIZED FACE TO FACE MEETINGS WITH QUALIFIED BUYERS EXHIBITION SPACE FOR INFORMAL MEETINGS PRESENTATION OF YOUR COMPANY IN FRONT OF THE CHINESE BUYERS TASTING SESSION OF YOUR PRODUCTS

INCLUDED IN THE EVENT PACKAGE Over 15 face to face meetings with targeted buyers Preparation of your meetings to optimize the output Exhibition area of 9m² to showcase your expertise to 200 retail

37 INCLUDED IN THE EVENT PACKAGE Over 15 face to face meetings with targeted buyers Preparation of your meetings to optimize the output Exhibition area of 9m² to showcase your expertise to 200 retail chains from all regions List of participating retailers Chinese translation of 20 product sheets China Samples Logistic 3 hotel nights for 2 persons Networking lunches, Cocktail Dinner, Awards Ceremony Feedback Form from the Buyers (sent to you after the event)

38 CATEGORIES REPRESENTED AT WABEL CHINA SUMMIT CATEGORIES LISTED HERE BELOW ARE THE MOST POPULAR CATEGORIES IN CHINA FOR IMPORTED EUROPEAN FOOD. SWEET AND SAVOURY GROCERY BISCUITS CHOCOLATE CONFECTIONARY SNACKING BREAKFAST CEREALS DRY FRUITS COFFEE PET FOOD BABY FOOD OLIVE OILS NUT OILS KETCHUP SOUPS PASTA

39 CATEGORIES REPRESENTED AT WABEL CHINA SUMMIT CATEGORIES LISTED HERE BELOW ARE THE MOST POPULAR CATEGORIES IN CHINA FOR IMPORTED EUROPEAN FOOD. FROZEN MEAT (BEEF, PORK, CHICKEN) ICE CREAM FISH SEAFOOD FRENCH FRIES (FROZEN DESSERTS SEE FOODSERVICE)* FROZEN BAKERY (BREAD, CROISSANTS, PASTRIES)

40 CATEGORIES REPRESENTED AT WABEL CHINA SUMMIT CATEGORIES LISTED HERE BELOW ARE THE MOST POPULAR CATEGORIES IN CHINA FOR IMPORTED EUROPEAN FOOD. CHILLED & DAIRY MILK BUTTER YOGHURT FRUIT JUICE BABY FOOD/MILK SMOKED SALMON DRINKS WATER BEER (ALCOHOL)*

41 CATEGORIES REPRESENTED AT WABEL CHINA SUMMIT CATEGORIES LISTED HERE BELOW ARE THE MOST POPULAR CATEGORIES IN CHINA FOR IMPORTED EUROPEAN GOODS. HPC BEAUTY (MAKE-UP, CLEANSER, FACIAL CARE, SUN CARE, SKIN CARE) HAIR CARE BODY CARE DIAPERS HOUSEHOLD CLEANING PRODUCTS LINEN CARE

FOR ITS FIRST EDITION, WABEL CHINA SUMMIT IS

PREVIOUS EXPERIENCE ON THE CHINA MARKET AN

42 FOR ITS FIRST EDITION, WABEL CHINA SUMMIT IS LIMITED TO 40 EUROPEAN SUPPLIERS. TO APPLY, EACH SUPPLIER SHOULD MEET THE FOLLOWING CRITERIA: REGISTERED BRAND IN CHINA PREVIOUS EXPERIENCE ON THE CHINA MARKET AN ADMISSION FORM SHOULD BE SUBMITTED TO WABEL BEFORE THE 15TH OF MARCH.

Imported F&B distribution in China Daniel Pedraza, July 2018

Implementing Partners Imported F&B distribution in China Daniel Pedraza, July 2018 A project financed by the European Union Get Ready for China! The EU SME Centre is an EU Commission funded project which