Fresh Connections: China

Transcription

1 Fresh Connections: China China Market Overview Mabel Zhuang, PMA China Consultant M.Z. Marketing Communications March 20, 2014

2 Overview 1. Background 2. Production 3. Trade & Distribution 4. Trends

3 Background: Recent Economic Growth In 2010: China surpassed Japan to become the second largest economy in the world after the United States In 2013: China became the largest merchandise trader, surpassing the United States by $250 billion, and contributing over 30% to total global trade Growth has slowed in recent years, but still strong: 2014 marks the 3 rd consecutive year in which China has set an economic growth target of 7.5%. Growth in 2013 was 7.7%. Recent anticorruption campaign has negatively impacted the food service and luxury product sectors, however consumption of imported fruits is still strong

4 Background: Agricultural Policy Since the early 1960s, food security has been a top priority in agricultural policy, initially characterized by Centralized administration of agriculture Production quotas Reforms introduced in late 1970s early 1980s introduced Greater private control of land Market incentives for agricultural production A vibrant domestic trade 1980 to 2012: Vegetable production grew at an average annual rate of 7.9 percent, increasing more than 10-fold from 53.2 to million tons Fruit production grew at an average annual rate of 10.1 percent, increasing more than 20-fold from 6.8 to million tons Source: FAOSTAT

5 Background: Agricultural Policy Rapid agriculture and industry expansion has led to serious environmental degradation Soil Water Air Today, food security still a priority, however no longer a problem Maintained policy of grain self-sufficiency Increased focus on eco-friendly agriculture Increased focus on food quality and safety

6 Production: Top 5 Vegetable Producers Unit: 1 million tonnes Country Growth China % India % USA % Turkey % Iran % % 52% China World China World Source: FAOSTAT Vegetables Primary

7 Production: Top 10 Vegetable Crops Unit: 1 million tonnes Crop Growth Tomatoes % Cucumbers and gherkins % Cabbages and other brassicas % Eggplants (aubergines) % Onions, dry % Garlic % Spinach % Carrots and turnips % Beans, green % Chillies and peppers, green % Source: FAOSTAT Vegetables Primary

8 Production: Top 5 Fruit Producers Unit: 1 million tonnes Country Growth China % India % Brazil % USA % Indonesia % % China World 22% China World Source: FAOSTAT Fruit excl melons

9 Production: Top 10 Fruit Crops Unit: 1 million tonnes Crop Growth Apples % Pears % Tangerines, mandarins, clementines % Peaches and nectarines % Bananas % Grapes % Oranges % Plums and sloes % Mangoes, mangosteens, guavas % Grapefruit, pomelos % Source: FAOSTAT Fruit excl melons

10 Production Regions and Ports Kashgar Tianjin Dalian Qingdao Shanghai Chongqing Hong Kong Shenzhen Guangzhou

11 Distribution: Traditional Supply Chain Secondary Aggregators & Middlemen Family Owned Stores Supermarkets Small Growers Aggregators Wholesale Markets Street Vendors Consumers Importers Wet Markets Secondary Wholesale Markets

12 Distribution: Emerging Supply Chain Wholesale Markets Large Growers Importers Supermarkets E-Commerce Websites Fresh Fruit Chain Stores Consumers

13 Trade: Top 10 Fruit Imports by Value Unit: 1 million USD Durians Grapes 36% 34% Bananas Cherries Mangoes Kiwi Oranges Plums Apples Watermelons Source: China Customs -27%

14 Trade: Imported Fruit Growth Leaders Unit: USD Fruit Growth Avocados 354,631 2,374, % Blueberries 4,591,417 15,649, % Pears 3,790,065 6,913, % Pineapples 23,494,576 40,583, % Grapefruit 14,783,274 23,722, % Mandarins 13,033,813 20,378, % Source: China Customs

15 Trade: Top 10 Fruit Import Countries Unit: 100 million USD Thailand 23% Chile Vietnam Philippines United States New Zealand Peru South Africa -12% Australia Taiwan Source: China Customs 108%

16 Trends to Look Out For Fresh produce e-commerce Organics Branding

17 E-commerce: Rise of the Internet In 2000: only 1.7% of mainland Chinese had internet access In 2013: more than 45% of the population was online 618 million users: largest online population in the world For many, online shopping has become a way of life Social media Netizens in Mainland China Percent of Population Source: World Bank and China Internet Network Information Center

18 E-commerce: Fresh Foods Mainly for high-value products Imported fruits Organic vegetables T-mall (Alibaba Group) Launched in 2008, occupies more than 50% of China s B2C market share with 500 million users Alibaba expecting to overtake Walmart as world s largest retail business by 2016 Fresh food site launched in early 2014: miao.tmall.com FruitDay Launched in 2009 Major e-commerce provider for imported fruits Cityshop Established in 1995 Now a major e-commerce provider for fresh and organic vegetables

19 Organic: Global Organic Agricultural Area Unit: 1 million hectares Oceania Europe Latin America Asia North America Africa 0 Source: FiBL & IFOAM

20 Organic: The Organic Movement in China China has 4 th largest Organic agricultural area in the world Only 0.4 percent of China s total agricultural area Demand driven by food safety and ecological concerns Supply driven by high retail prices and profit margins New retail models: Member-based farm delivery Organic e-commerce websites Country Organic Agricultural Area (Ha) Australia 11,200,000 Argentina 3,796,000 USA 1,949,000 China 1,905,000 Spain 1,625,000 Italy 1,097,000 India 1,084,300 Germany 1,015,600 France 975,100 Uruguay 931,000 Source: FAOSTAT

21 Branding: International Brand Awareness For years, product origins have served as brands for imported fruits in China, e.g.: California table grapes Washington apples New Zealand kiwis Greater awareness of international brands Sunkist Zespri Dole

22 Branding: New Chinese Brands Chu s Orange Liu Chuanzhi Pan s Apple

23 THANK YOU! M.Z. Marketing Communications Web: Phone: (+86)