Trading SA Wines in Africa

Transcription

1 Trading SA Wines in Africa Presentation to Shiraz SA 18 November 2014 By Michael Gamwo, Manager, Africa unit

2 About Wesgro Official Tourism, Investment and Trade Promotion for the Western Cape Services include: Tourism marketing, Investment promotion, Trade facilitation and Market intelligence Trade Promotion focusing on: * Export training and readiness * Africa trade (Western Africa) * Europe trade ( Russia) * Asia & Middle east trade (China, India) * Americas trade (USA, Brazil)

3 Wesgro s Western African Trade Corridor The geographic and sectoral synergies between the Western Cape and much of Western Africa makes this a logical choice; Angola, Nigeria, Ghana, Gabon, Cameroon, Senegal; East and central African countries, as well as landlocked countries such as Zambia, Botswana, Zimbabwe and Malawi are easily accessed through Kwazulu Natal, Gauteng and Limpopo; Growing interest from Western Cape exporters in doing business in West Africa, particularly Angola, Nigeria, Ghana, and Cameroon Increase in trade enquiries from Western African Businesses in relation to Western Cape products and services.

4 Wesgro s Western African Trade Corridor Programme since 2005 Yearly Trade Missions & exhibitions to Africa Key destinations are Angola, Ghana, Nigeria, DRC, Cameroon, Fact finding missions to Congo, Senegal, Cote d Ivoire Inward African business delegations from DRC, Nigeria, Senegal, Cameroon, Congo, Angola, Ghana, Kenya, Sudan etc. Hosting Western African Business Networking forums Facilitation of individual exploratory trips to our key markets (visas, contacts, market info, etc..) Informative seminars about Africa to encourage Western Cape business people to explore African countries New East African market initiative from 2014/15. Kenya, Tanzania, Mozambique, Zambia

5 Areas of business opportunities identified Agribusiness products: Wines, food & beverage particularly Fresh Fruits & vegetable, fruit juice, Tomato paste, pasta, cooking oil etc. Also possibility to piggyback on the increased penetration of SA retailers in Africa: Shoprite, Woolworths, Spar, Fruits & Veg city etc. Health Energy supply Education Infrastructure Social wellbeing supply of construction materials for rehabilitation of railways, airports, Maritime transport, power sector, telecom, housing, water and sanitation, Medical equipment, furniture and equipment for educational institutions. Supply of products & services to Mining and to donor agencies, UN peacekeepers Partnerships & JV in services and creative industries Oil & Gas, ICT, Tourism services. Sole operation more complex than partnership options (local partner has more knowledge of market, channels, tricks. Also legal requirements for local contents)

6 Accessing wine markets in Africa

7 Distribution dynamics: Formal vs informal markets Formal markets are where most SA exporters aim: Easier to identify Up-market retailers, hotels, restaurants, diplomatic community. Goods generally more expensive with formal distribution and marketing; Generally accounts for a small percentage of the overall retail market; Between 10% and 20% of the total; Informal Market: More difficult to find. Not always listed in business directories Importers distribute to informal traders but also to the formal market. Greater coverage of General population, incl outside capital cities Could be young energetic individual starting a business, or an established business person or public servant wanting to diversify

8 Accessing african markets: Formal vs informal markets Formal markets : Internet search: ; ; etc.. Trade leads : dti, Africa trade; Cape business news; Mbendi; Cape business news. Referrals, contacts from Wesgro; Informal Market: Outward in country visit via group Trade missions or individual missions Cape based foreigners contacts (parents, friends, families, etc. ) Inward buying missions. Groups or individuals Local business consultants (at a fee)

9 Accessing african markets: Formal vs informal markets (Cont) Informal Market: Build contacts with relevant institutions such as: Bilateral chambers of commerce SA- Nigeria Chamber SA-Angola Chamber SA-Mozambique chamber Foreign national Chambers of commerce Dti foreign trade offices

10 Taking part in a Wesgro Trade mission EMIA (dti) sponsored mission. Between 5 to 15 companies. Key requirements for EMIA applicants: - 2 years existence Tax clearance certificate export registration Colour brochures or CD Non EMIA participation: Yes, if paying travel cost / No strict requirements Estimated cost 5 days: +- R19000 Angola +- R Business meetings: At least 10 appointments (3 private appointments per day, arranged by Wesgro and partner institutions) Mission notification: Newspapers, Wesgro website, Newsletters to members, mailing list. Target: Export ready SMEs, BEE, but many big companies often join

11 Taking part in a DTI mission or exhibition International Trade Initiatives. (Drc, Kenya, Zambia, Nigeria.) National Pavilions (Filda July, deadline 20 March / Facim Aug, deadline 24 Apr) Group meetings / exhibitions Be proactive to make it work for you (a bit more research, arrange additional meetings for yourself) Key requirements for dti missions: - 2 years existence Tax clearance certificate export registration Colour brochures or CD

12 Go on your own using individual incentive schemes Primary market research (prior appointments before the trip) Individual exhibition (brochures of the trade exhibition) Choose your market and get some intelligence Plan your trip well Get assistance with relevant contacts in the country. Key requirements for incentives applications: - 2 years existence Tax clearance certificate export registration Audited Financial statement or latest bank statement - Colour brochures or CD

13 Invisible Export: Considerable invisible trade between South Africa and the rest of the continent through foreigners and retailers; Informal advertising of SA products in their countries African Diaspora channel: Wines and food sent home for business Also for events, weddings, funerals; Possibilities of Partnerships/Agency deals: (Wesgro Western African business networking forum) Retailers Channel: Local purchase for foreign based shops Piggy bag on brand exposure Explore possibility of in store promotion

14 Securing & sustaining business 4 x deal makers: Marketing- quality- price- service Tight Competition with other wine suppliers from SA and the world MARKETING Factor: Follow up on contacts (missions, leads, mail contacts etc.) Quality Factor Price factor introductory/attractive pricing for a start Service factor Provide marketing & functional support Show that you care about them Invite your contacts to visit cape town Familiarize yourself with the buyer know his home, family, children Balance Flexibility between payment terms vs overly cautious Have readily available info. Packing, shipment timeline, prices

15 Recommended approach SHORT TERM APPROACH: Direct export sales, or Market based import Agent, representative, J-v partner with contacts, networks, experience, Foreign language to have a feel of the market. MEDIUM TERM APPROACH: In market office - products stocked in the market after sales service samples readily available quick access to tenders, info on contracts supply of urgent demand. LONG TERM APPROACH: Set up bottling very low duties on bulk unfinished products vs 25% - 60% for imported finished products- low labour= cost $80 salary Avoid costly shipment delays Tariffs & Non Tariffs barriers

16 Some challenges to be aware of Reduced buying power (often need of mix containers) Certification / licensing cost (NAFDAC in Nigeria) Exclusivity dilemma Cost/hassle of travel (air access, high airfares, high hotels costs) Language / Cultural barriers Inadaptability of some SA products/packaging to African markets Cultural popularity of French/Portuguese brand names visa hassles from SA consulates in most African countries, causing inconvenience to both the foreign & the SA partner. Unstable Rand Logistics hurdles: between 3 weeks -90 days ports clearance time Repercussions of xenophobia

17 Challenges related to perceptions about SA in the market Lack of client support: straight imp-exp relationship, No promotional support (posters, Caps, T-shirts, support with advertising cost) No relationship building or managing Lack of flexibility (payment terms, minimum quantity) Lack of aggressiveness Big brother attitude: take it or leave it. We are doing you a favour. Slow service ( s replies, incomplete quotation, quotation in Rands, wrong info or documents) Work with a freight company to be able to give a complete quote that incl product info, US$ quote, packaging & packing details, qty in container, transit time. This help give u a professional image.

18 South Africa & Western Cape wine exports to Africa RANK TOP 10 EXPORTS FOR SOUTH AFRICA VALUE 2013 (ZAR) % GROWTH RANK TOP 10 EXPORTS FOR WESTERN CAPE VALUE 2013 (ZAR) % GROWTH Angola % 1 Angola % 2 Nigeria % 3 Kenya % 4 Mozambique % 5 Tanzania % 6 Mauritius % 7 Zimbabwe % 8 Zambia % 9 Uganda % 10 Seychelles % 2 Nigeria % 3 Kenya % 4 Tanzania % 5 Mauritius % 6 Mozambique % 7 Zimbabwe % 8 Uganda % 9 Ghana % 10 DRC % TOTAL EXPORTS % TOTAL IMPORTS % WC accounts for 85% share of SA wine exports to Africa Angola largest wine destination with 27% from SA & 24% from WC Source: Quantec, 2014 An inspiring place to do business

19 Value (ZARm) Western Cape wine trade with Africa 700 WESTERN CAPE TRADE OF GRAPE WINES WITH AFRICA, Exports (ZARm) Imports (ZARm) % Export Growth in 2013 Africa 8% share of WC global wine exports 2013 highest value over 10 year period Source: Quantec, 2014 An inspiring place to do business

20 Wesgro Trade mission Wine tasting Ghana

21 Wesgro Trade mission Wine tasting Ghana

22 Wesgro Trade mission Wine tasting Ghana

23 Wesgro Trade mission Wine tasting Ghana

24 Wesgro Trade mission meetings Nigeria

25 Wesgro Trade mission meetings Nigeria

26 Wesgro Trade mission Meetings Nigeria

27 Wesgro Trade mission meetings Congo

28 Wesgro at a Trade exhibition - Angola

29 Wesgro Trade mission: Where business and pleasure mix

30 Thank you Dankie Enkosi