Market of Cheese in China

Brand 1: Président

The brand of Président was founded by André Besnier, a leading figure in French dairy industry, in 1962. At present, Président is owned by the Laval based Lactalis company, a multi-national dairy products corporation in France. It is becoming the largest dairy products group in the world, and is the second largest food products group in France, following Danone. Apart from Président, it also owns the brands include Sorrento, Société Bridel, Rachel’s Organic and Valmont.

Brand 2: La Vache qui rit (乐芝牛)

As the first cheese brand in the whole world, the most popular La Vache qui Rit was born in France, having a history of more than 90 years. Now she is all over the world, with recognition and preference of consumers from over 100 countries and regions: Globally, there are over 10 million “La Vache qui Rit” cheeses being purchased every day, that is, over 115 cheeses every second on average. La Vache qui Rit has its members all around the globe right now, such as “The Laughing Cow” in English-speaking countries, “Vessiolaia bourionka” in Russian-speaking areas, and it has already become a legend brand. The red cow who laughs, high-quality cheese, Unique packaging, these all became typical symbols of La Vache qui Rit in the heart of consumers everywhere.

Brand 3: Kiri

Kiri is a cheese brand owned by Bel Group or Groupe Bel (in French), which is a multinational cheese marketer centered in France. The Bel Group is a cheese manufacturer and distributes processed and semi-processed cheese to over 120 countries. Apart from Kiri, Bel Group also holds the usage right of the brand includes “The Laughing Cow”, “Babybel”, “Leerdammer”, and “Boursin”. All these five brands consist of Bel’s five core brands that are distributed on five continents. In 2008, Bel Group and its shareholder, Unibel created Bel’s Corporate Foundation which aims at promoting a balanced diet and preserve the environment.

Brand 4: Milkana (百吉福)

Milkana opened a specialty market of cheese since Alex Bongrain, the creator of Bongrain Group, developed Caprice des Dieux. Bongrain Group focuses on cheese manufacturing and distributing, and has already been the largest supplier of dairy product all around the world. As for now, it becomes the leader of retail market in butter and long-time preserved cream industry in France and Belgium, the pioneer of cheese and dairy product selling channel in France, and the largest service supplier of high-end banquet hospitality in France, New York, Moscow, and St.Petersburg.

Amy Wang, consultancy in China

To know more about the Cheese market in China.

Bloomberg / MarketingtoChina 

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• Lactalis strikes price deal with French milk producers

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Established in 2001 and based in New Zealand (HQ), Fonterra (恒天然) Co-operative Group was set up by the merge of two largest dairy product co-operatives and New Zealand Dairy Board. As for now, Fonterra is becoming the largest company of New Zealand with annual revenue of more than 8 billion dollars per year. Key brands generated and owned by Fonterra mainly are Anchor (milk), TipTop (ice-cream), Mainland (cheese), and others in New Zealand, and in Australia, the brands are Brownes Calcium Plus, Bega Cheese, Peters and Brownes, and Riverina Fresh.

Strategy & Opportunity Fonterra Is Facing in China:

China is a crucial and important market for Fonterra. Firstly, overall dairy sales rose by 8.5 percent in 2011 to 28 billion dollars from the previous year. Secondly, this world’s dairy giant has always been  keeping its eyes on the Chinese market for a long time, and now China’s market accounts for half of Fonterra’s revenues from emerging markets.

According to the report from Farmer’s Daily, Fonterra recently reached and signed an agreement with Yu Tian County government, a county located in northeast province of Hebei, to invest 557 million rmb to open its second new farm in China. Mr. Spierings, the CEO of Fonterra, said that Fonterra is planning to establish a total of five farms in China in the next five years with a herd size of 15,000 cows, which is able to produce 150 million liters per year. It marks Fonterra’s attempt to re-rise in China after the setback caused by the relationship with Sanlu and its role in the contaminated formula scandal in 2008. After the scandal, China’s market was critical to Fonterra and showed distrust to its damaged image. For Fonterra, the strategy in China for next decades can be summarized into two aspects – quality and quantity. To ensure a safe supply of dairy products, Fonterra set a goal that “From grass to glass, it will be safe” quoted from Mr. Spierings. Secondly, Fonterra’s ultimate goal is to produce up to one billion liters of milk in China every year by 2020, which means that Fonterra will be investing more money to open new farms in the future.

Edited by Amy Wang from Daxue Consultant China

Credit Photo: Hudong

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According to market research ran by Daxue Consulting (contact us for more information), New Zealand is the largest supplier of cream cheese to China’s market. During the period of 2005 and 2007, New Zealand exported fresh cheese, processed cheese, and other cheese related product with 3453.71 ton, 3907.73ton, and 4092.1 ton respectively. That figure had already taken up 1/3 trade of cheese between New Zealand and China. The reason why Chinese companies and customers prefer New Zealand cheese is because the good reputation of quality, even the price is much higher than other suppliers. The main function of cheese imported from New Zealand is for China’s food companies to make pastry, biscuit, and others.

American Cheese on China’s Market:

As the largest producer of cheese among the world, the United States provides the amount of cheese that has already exceeded more than 30 percent of global yield to consumers. At present, the demand of cheese within the United States reaches a state of saturation, which stimulates it to enter China’s market for developing. The U.S.A is eager, optimistic, and active to look for partners in China for collaboration and the potential competitiveness of China’s market. According to the data issued by United States Department of Agriculture, China is one of the most important importers of whey for the U.S.A., which shows in the trade record in 2011 that a great export growth of cheese from the U.S.A. to China significantly speed up and accelerate in a consecutive 3 months.

French Cheese on China’s Market:

From the sales performance of French cheese from 2009 to 2011 to see, the total sales of French cheese in China increased from 400 ton to 800 ton, which was an encouraging and satisfactory result. However, from the total volume of cheese importation in China to see, French cheese fell behind New Zealand, the United States and other countries.

German Cheese on China’s Market:

Germany has a long tradition of cheese-making and because of its varying landscapes, methods of production and regional traditions; it boasts more than 600 different types of cheese. While 75% of Germany’s cheeses are produced in Bavaria, the areas of Schleswig-Holstein, Mecklenburg-West Pomerania and Saxony-Anhalt in the northern part of Germany also produce some of Germany’s more famous cheeses such as Wilstermarsch, Tilsit and Altenburger Ziegenkäse (goat cheese).

Various Brands of Cheese in China:

Cheese Brands From France:

• La Vache qui rit
• Babybel
• Président
• Kiri
• Milkana

Cheese Brands From New Zealand & Australia:

• Bega
• Anchor
• Dairylands
• Mianland

Cheese Brands From the United States:

• Suki
• Kraft
• Crystal Farms
• Swiss valley
• Borden

Edited by Amy Wang from Daxue China consultants.

Picture source: Google Image

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A Huge Market and great demand on China’s cigarette market

Based on the report published by the Food and Agriculture Organization of the United Nations (FAO), a specialized agency of the United Nations, China, as the largest producer of tobacco, yielded leaf tobacco approximately 2.4 million tonnes in 1999, which is nearly one-third of world output. As the majority of tobacco was processed into cigarettes, this production supply cigarette market in China. A market research camp up with an investigating result estimated that over 320 million Chinese were smoking which stimulated China become the world largest cigarette consuming country.

A marketing report released in 2012 shows that the overall cigarette market performed a steady growth in sales in 2011, even though it was at a slower pace in previous year. According to our market analysis in Shanghai, the steady increasing demand on the Chinese market was the driving force which triggered that sustainable growth. From the aspect of profit to see, cigarette has been a great valuable and profitable product in China, in particular for the government.

For instance, during the year of 1998, with less than one percent of sown agriculture land, tobacco production, along with manufacturing processes, generated about 95 billion RMB in tax. The government definitely benefited through  tax revenue as it accounted for about 15 percent of government net income.

TOP 10 Domestic Luxury Cigarette Brands in China:

Popular Foreign Cigarette Brands in China:

Marlboro and Camel are two very famous American brands on China’s cigarette market. Marlboro, as the largest selling brand of cigarettes in the world, owned its first batch of made-in-China Marlboro brand cigarettes rolled down the production line at Changsha Cigarette Factory(湖南中烟工业有限责任公司) in south central China’s Hunan Province on July 18, 2008. It was greatly signifying the initiation of commercialized production of the world’s top cigarette brand in China. Camel is a brand of cigarettes that was introduced by American company R.J. Reynolds Tobacco in the summer of 1913. Most current Camel cigarettes contain a blend of Turkish tobacco and Virginia tobacco.
State Express 555 is a brand of cigarette manufactured by British American Tobacco. It was first launched in 1915 and is a second most popular brand in Asia (after Dji Sam Soe 234 from Philip Morris International), especially China and Malaysia where it is BAT’s most popular brand. As a Swiss luxury tobacco goods brand name, Davidoff is carried by a range of products including cigars, cigarettes and pipe tobaccos. Its cigarette brand is very welcomed by Chinese young people.

Challenges on China’s cigarette Market

In spite of an incredibly huge cigarette market in China with a total of 2.2 trillion cigar consumption a year, foreign brands has been encountering and experiencing some problems that damage the market. The most difficult and tough invader of cigarette market is counterfeited smokes which are not only affecting the market of China but also the other countries.
According to a market report released in 2012, there were about 400 billion fake cigarette being produced in China that flow to U.S.

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Baijiu, a kind of white liquor existed for centuries, has been a favorite alcoholic beverage in China. In particular of some important Chinese traditional festivals or occasions, baijiu is always a right and appropriate choice for celebrating and serving guests. In China, people always choose to go to the supermarket to purchase several bottles of baijiu for family dinner or offering as a gift with a price range from few dozen yuan to thousands yuan.

Baijiu’s Market Report in China

According to an article, published on China Economic Review in the May 2008, named “Pouring a Big One”, Vin & Sprit (V&S) claims that baijiu is the world’s most popular spirit, with annual sales volume of 520 million 9-liter cases compared to vodka with 497 million 9-liter cases. Within this article, the rank of different baijiu brands’ market share was reported. The following is a list of baijiu brands with respective market share.
1. Wuliangye (五粮液) 45%: Wuliangye is made from five organic grains; those are Proso millet, corn, glutinous rice, long grain rice and wheat. In 2012, Wuliangye brand value exceeded 65.9 billion for 18 consecutive years, ranking the food industry first. During the event of 18th China 100 brand value list ‘freshly baked in London, Haier, Lenovo, Wuliangye three brands overwhelmingly occupy the top three brands. Wuliangye brand value following the 2011, a new high reelection to 65.919 billion yuan, and in the third place for 18 consecutive years.

2. Kweichew Moutai (贵州茅台) 30%: Maotai is famous for its virtue of sauce-fragranced taste which comes from that the town of producing Maotai possesses a unique climate and vegetation. As China’s offlical state banquet wine, Maobai was honored to be one of the world’s three best known liquors, together with whisky and cognac.

3. Guojiao 1573 (国窖 1573) or National Cellar 1573 10%

4. Shuijingfang (水井坊) 10%: Shuijingfang, as one of the National Cultural Heritage Sites, is the oldest ancient distillery which was reserved completely and perfectly can be found as for now. With alcohol content ranging from 53% to 70%, it is also famous for its clear and pungent tasting characteristic. Diageo, the multinational that owns the Smirnoff vodka brand, among others, took a 43% stake in Quanxing Group, which owns part of baijiu maker Shuijingfang, in January.

5. Others 5%

Foreign Companies’ Strategy and Performance in China

Similar to what Diageo did, four months after Shuijingfang purchased, France’s LVMH became the majority shareholder in Wenjun, another distiller. Then Vin and Sprit (V&S), makers of Absolut vodka, formed a joint venture with Jiannanchun, widely regarded as one of China’s top brands alongside Wuliangye and Maotai. V&S itself was acquired by French conglomerate Pernod Ricard at the end of March.

Edited by Amy Wang from Daxue Market Study in China.
Picture source: Baidu Image

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Some bloggers have become very popular through the internet. Through the blogosphere, they give lifestyle pieces of advice and findings in fashion as well as news from brands. They are called “IT girls”. They use the internet, blogs, twitters, SNS (social networks) with a high dexterity. Some of them even launch businesses through their blog. Let’s have a look at 4 of them.

Gwyneth Paltrow

The actress Gwyneth Paltrow was one of the first to become an active blogger. Despite skepticism and sarcasm, she was the first to begin a blog on fashion and lifestyle. Her website,www.goop.com , was launched in 2008. It was the first famous star to blog actively. On her blog, she plays a model with the products she finds and likes. On her blog, she talks about everything she is interested in: beauty, health, outdoor activities, and discover the biological products of Dr. Bronner, the classes of gym from Tracy Anderson, the cheese « roquefort » and many other private details. She also suggests some websites with low prices such as www.zara.com. She is posting an article every 2 days. She even created an application called Goop for smartphones. It is a city guide of New York but is going to cover other cities soon. On her blog, she has been quite direct, criticizing openly Madonna for instance. Below are some pictures of the website / blog Goop.

Aslaug Magnusdottir & Lauren Santo Domingo

Aslaug Magnusdottir and Lauren Santo Domingo are real business women. Initially, they are socialites. Lauren is an ex-stylist and cousin of Tatiana Santo Domingo; Aslaug was the president of the jewelry company House of Waris. They began with the will to get the pieces of art during the catwalks that creators then transform for the mass-market. In order to be able to buy these products, they created a website to make it possible. In February 2011, they created www.modaoperandi.com. Their words are: Fashion from the catwalk. It is a very high-end website. As soon as the catwalk is done, the team of Moda Operandi goes to the backstage to take pictures of the pieces of clothes. These pictures are posted on the website. The clients give 50% to the website and 5 to 6 months later, the designers produce the same piece of clothes and deliver the client. Missoni,Isabel Marant, Proenza Schouler are some of the designers participating in the adventure. This is quite a revolution of e-commerce and fashion. The prices are very high and belong to luxury products.

Olivia Palermo

Olivia Palermo has more followed the crowd than innovating. She is openly criticized for just using her fame to monetize through the internet. She is basically copying another IT girl called Alexa Chung. Her website is www.oliviapalermo.com. At the same time, she is modeling every week in magazines and presenting on MTV. She is also representative of Mango. She is known as not providing anything new and using opportunities to gain some revenues and fame. Her blog is not very well updated as well. The website has recently added a coupon business to get discounts on products she displayed. Typically, that is what bloggers doubt of: the credibility of the tips when they are sponsored by companies.

Tatiana Santo Domingo & Dana Alikhani

Tatiana Santo Domingo and Dana Alikhani are great travelers. They are very famous and come from wealthy families. They are often on magazines with their other famous friends Margherita Missoni, Bianca Brandolini or Eugénie Niarchos. The first one is the grand child of one of the richest family in Columbia. She was born in New York, raised in Switzerland, studied in London and is splitting her life between Paris, London and New York. The second one comes from Iran, born in Chyprus and settled in New York. As old friends, they started their website together and created www.muzungusisters.com in 2009. Their website displays many new products. They go around the world to find new products, 100% made by hands. Each product is unique and explained through culture with insights.

Market Analysis of These Bloggers

These persons are between journalists and business women. Many of other people are what we can say “citizen journalsits”or simple opiniated consumers. Most people on SNS are opinioated consumers talking about some products they bought. Among all these internet users, there is a wide range of different users and commentators with different intensity and for some of them as opinion leaders (KOL = key opinion leaders). People will rely more on people with a blog with 2,000 followers than on wealthy people who sells real estate. Even though blogs such as Beauty Addict, Café Mode, Who What Wear are sometimes managed by the brands, they have been a good examples of what can be done online.

All these blogs are all the more important since 75% of people consult a blog before a purchase and 65% seek other opinions, 48% for light entertainment. The adoption rate of blogs among wealthy less than 55 years old is as high as x5 from 2007 to 2008. 10% of the wealthy in the US (more than 300,000 USD a year) have a blog. On the range of 35-75 K USD income, 43% do have a blog. Online luxury consumers belong to at least 2 forums. One third of active bloggers have been approached to be brand advocate. 20% of bloggers talk about one brand at least, 90% of the bloggers only write on products they like or they hate. 40% of bloggers are said to be influent (influence at least a dozen of persons). As we can see, the wealthy segment is online.
Edited by Amy Wang from Daxue China Consultants.
Picture source: Google Image

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Where to Buy Cheese in China:

A great amount of cheese in China is common and accessible to Chinese consumers in supermarket, such as Carrefour, Wal-Mart, Metro, BHG of Beijing Hualian Group, Ole of CR Vanguard, and other big supermarkets or high-end boutique ones. 

Besides, more and more local Chinese producers or workshops are dedicating themselves in making cheese and creating their own brands. Le Fromager de Pékin, established by a French artisan cheese maker LIU Yang, is located in the Hui Long Guan District of Beijing. Mr. Liu Yang was trained in cheese making in France. LFP offers a variety of soft cheese (similar to camembert), ricotta, mozzarella, whey cheese, etc.

Consumer Structure of Cheese on China’s Market:

The individual consumer group of cheese in China mostly consists of foreigners and overseas returnees. The sales of cheese account for 1 percent of all the importing goods sales in China’s supermarkets. At the same time, they are undergoing a fast growth at 30 percent per year.
As for group consumer’s distribution channel, 60 percent of cheese in China is consumed by hotels, 25 percent by chain markets, 10 percent used by dessert making-related firms. Rest of 5 percent used by others.

Following table shows the consumption for each consumer type:

According to a market research conducted in China, consumers living in Eastern China are the majority group of people who consume cheese, of which sales take up to 31 percent of all cheese consumption. In Northern China, the figure is about 30 percent. Northwestern China consumed the least volume of cheese which only accounts to 3.74 percent of whole nation’s amount. 

See also: cheese market in Vietnam

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– Their own website
– Their own pages on social networks
– Answering questions online

Luxury brands are using the internet less as a tool to advertise (few luxury brand pays Google ads), but rather to answer consumers’ questions accurately and to correct wrong statements. It is more about soft influence than traditional marketing.

Example of soft-influence digital marketing 

In this case, Nespresso answers the consumer directly. Their call centers have changed into a call / click centers where customers can receive responses through multiple mediums of communication including mail/ phone / SNS online / email.

Companies can even go a step further and comment on images that are uploaded. With the recognition of images and the frequent upload of pictures from phone devices (smartphones), an increasing number of companies are using recognition software to find their logo, brands and sponsors.

Transparency has now become the rule. Initiatives in charity raise questions and companies answer in live.

In order to celebrate the launch of the first Jimmy Choo shoes collection, Jimmy Choo worked with a British agency from London to start a treasure hunt in London. With the growing popularity of the location-based App Foursquare on Android and IPhones, the shoes “turned on”, indicating to Foursquare’s followers where they were. The shoes were placed in locations that were relevant to the brand’s image – the luxury hotel Ritz, for example – to keep the marketing operation fun and interactive but also help Jimmy Choo’s shoes to be targeted towards the right audience. The first person to get there won the pair of shoes. This marketing technique is an example of click and enables companies to link the internet to real life. 4,000 people got involved in the treasure hunt in less than a 4-week time. The news about the treasure hunt was initially shared by so-called “influential” bloggers or opinion leaders before being picked up by press agencies – Reuters and Associated Press – and in publications such asVogue. The London-based luxury brand demonstrates that it is possible for a luxury brand to maintain its uniqueness even though they communicate with bloggers and specialized social media bloggers as well with Facebook and apps. Following an article in the English press, Jimmy Choo shoes sales rose by more than 25%!

Conclusion:

Utilizing the internet makes it possible for high-end brands to communicate effectively and quickly. Nevertheless, what type of customer service may a luxury and quality brand actually be able to provide online? For a luxury brand, client service is also a luxury and is typically carried directly in the brand’s own boutique. Fixing a watch or identifying the authenticity of a product via Twitter is impossible. Most luxury brands’ online streams, whether they are on Twitter or Facebook or others, are nothing more than simple R.S.S. – RDF Site Summary – feeds of its latest news. One technique used by some brands is to send information to help a web user find a solution to a specific issue. If a person tweets that they think their Hermes handbag is faked, for example, Hermes can tweet back the address of the closest Hermes shop.

Edited by Amy Wang from Daxue Market Analysis in China

Sources:

• Abrams Research
• Unity Marketing
• The Economist

Picture source: Google Image

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1. Create and record the filling of the importer.
2. The place of registration must be in the Industrial and Commercial Bureau of Beijing (No matter where the port that food and beverage products will be imported in is).
3. Consignee should be the same person written on the inspection application form.
4. The specific process of creating and recording the filling of importer:
4.1 Filling in the application Form and submit following materials:
•  Business License
•  Organization Code Certificate
•  Hard Copy of ID Card of Legal Representative & Original ID Card
•  Hard Copy of Foreign Trade Business Operators Filling Form (if available)
•  Quality & Safe Management System of Corporation about Examination and Acceptance of Procured Goods, Recall of Defective Food, and Track of Logistics.
•  Relevant Organization, Departments, and Responsibilities to Safe of Food.
•  Categories of Food and Location of Storage (attached with plan of warehouse and leasing contract)
•  Relevant Reference if the Corporation Engaged in Importing, Manufacturing, and Selling Area of Food in Recent 2 Years.
•  All the Materials Should be Sealed.
4.2 Auditing by Related Bureau: the officials from Beijing Entry-exit Inspection and Quarantine Bureau is in charge of reviewing all the materials submitted by applicants and examining the condition of warehouse on-site if necessary. The examination includes the hygiene condition of storing stock, record of importing and sales, record of entry and exit of warehouse. All the examination work would be done within 5 working days.
4.3 Supervision
•  Once consignee got approved by Beijing Entry-exit Inspection and Quarantine Bureau, the person is required to declare record information of importing and sales to the supervision system as the basis of annual inspection and establishing transparency and honesty management system.
•  If there are any changes in the name, business operation address, and contact of importer, it is required to update within the filling and recording system to modify.
•  No fake and lending materials.
•  Each end of year, Beijing Entry-exit Inspection and Quarantine Bureau proceeds with an annual inspection for all consignees.

Edited by Amy Wang from Daxue China consultants.
Picture source: Baidu Image

Sources:

• Customs
• Cosmetics importations to china
• Other point on cosmetics
• Alibaba
• China government
• China Daily
• China Report

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Since Dior was established in the 1960s, countless pieces of charming and stunning design amazed several generations. Among those classic designs, Lady Dior is one of the legends and tells an unforgettable story about Princess Diana. In 1995, Mrs. Chirac offered Diana a small Dior black bag during the Cezanne exhibition opening ceremony in Paris. At that time, this particular bag was not given a specific name. After this great event, Dior immediately named this bag “Lady Dior” which has become the main force of sales for Dior’s basic bags. Because consumers associate this bag with Princess Diana, Lady Dior has swept the world.

Michelle Obama stuns in Jason Wu design

On the night of President Barack Obama’s first inauguration ceremony, Michelle Obama wore a tailored-made one-shoulder and floor-length white chiffon gown design by Jason Wu to attend that grand and historic event. In the years since, she has continued to select Jason Wu as the designer for many other international and domestic occasions. At that time, Michelle chose a magenta silk dress from Wu. In 2009, during the couple’s first official European trip, the first lady wore another coat from Wu to visit ]Queen Elizabeth II. When Barack Obama won the second term of president in 2013, she once again chose a Jason Wu dress made of ruby red velvet with a chiffon design and wore a Forevermark diamond bracelet at the 2013 Presidential Inaugural Balls.
In addition to Jason Wu, Michelle Obama also wears outfits made by designers Reed Krakoff and Tracy Reese.

Exception Refined Peng Liyuan & Made-in-China

Peng Liyuan, wife of the new Chinese president Xi Jinping, has become a fashion icon and idol because of her elegant attire during her first official visit to Russia. When the president and Peng disembarked from their private plane in Moscow, Peng wore a black double-breasted belted coat and carried an elegant hand bag which ended up being searched more than 8 million times online the day after news of her visit was released. The deep blue coat and black hand bag were custom-made exclusively for Peng by a Chinese fashion brand called Exception. This brand was founded in 1996 and aims to invoke originality and a contemporary style into their clothing. Today, Exception has already spread to 41 cities in China.

Consumers often associate products that are made in china with low price, low quality, and a lack of originality. However, Exception’s bag worn by the first lady during her first official visit increased the confidence and pride of Chinese clothing brands. According to the report from Renmin Daily, president Xi wore the clothes manufactured by another domestic brand called Trands which gave a sparkling and dazzling performance on the A-shares stock market. Furthermore, this prospering momentum also influenced other clothing manufacturers’ performances in the market.

Daxue China Consultants

Sources:

• Jason Wu
• USA Today: Exception
• Vogue: Dior

• Forbes

Picture source: Google Image & Sina Female

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