Behind China's cheese market, there is a demand of 100 billion yuan

 

In China, with the improvement of family consumption ability, parents have higher requirements on the nutritional level of children's diet. Children's cheese stick is not only high in nutrition, but also suitable for children's taste and shape, so it has become a popular snack for modern babies. Cheese sticks can be seen on billboards in offline supermarkets, online shopping malls and even elevator buildings.

At present, China's cheese market is highly dependent on imports, and foreign brands dominate. According to Euromonitor data statistics, China's cheese market CR3 in 2019 is 36.78%, and all of them are foreign-funded brands, which are French Milkana (22.7%), La Vache qui rit (7.7%) and Anchor (6.4%). From the perspective of China's local brands, Milkround has the highest market share, with a market share of 4.8%, while Mengniu, Guangming and Sanyuan, the traditional dairy leaders, accounts for 2.8%, 0.9% and 0.9% respectively.

 

In recent years, leisure dairy snacks with health, delicious, convenient and many other advantages, become a hot category in the market. By seizing this "outlet" skillfully, Milkround has created gratifying achievements and become a leading enterprise in China's cheese market through occupying  trend category space, strengthening product research and development, broadening channel layout, and enhancing brand publicity. From November 7, 2020 to December 4, 2020, the sales volume of Milkround cheese has reached 33.8% nationwide.

 

Because cheese is relatively strange to most Chinese people, they don't have the habit of eating cheese. On the contrary, the consumption of liquid milk is more than that of dry dairy products. Further extending to the more subdivided children's cheese market, the demand is very small, and the actual sales volume is not big enough. Therefore, China's overall cheese consumption is still in the cultivation period, with retail sales accounting for only 1.5% of China's dairy consumption in 2018. In addition, China's cheese consumption is still limited to high-end consumer groups and ethnic minority areas, and there is still a big gap compared with foreign popular consumption, but this is not a good opportunity?

 

The demand of Chinese consumers for dairy products is gradually changing to short shelf life, zero additives and high nutritional value. Cheese is gradually accepted by Chinese consumers with its high nutritional value. The proportion of cheese consumption in dairy products in China has increased from 0.5% in 2009 to 1.6% in 2019, which has more than tripled and is still in the process of continuous and rapid improvement.

 

Although the current Chinese cheese industry is only 10 billion, with the steady increase of the size of dairy industry and the upgrading of dairy consumption to cheese, the market size of Chinese cheese can reach hundreds of billion.

 

At present, the pain point of Chinese cheese industry mainly lies in consumers' cognition.

For more information about China market, please go to www.winoutinchina.com

 

 

 

 

 

Have you ever eaten these brands of self heating hot pot in China?

 

In recent years, online shopping, takeout and other forms of providing convenient services for life have gradually emerged in China, which has also spawned the so-called "lazy economy". In particular, the pace of life of contemporary young people is relatively fast. In order to save time and effort, people rely more on the "lazy" product of convenience food. According to the consumption data of lazy people released by Taobao, Chinese people spend more than 10 billion every year on "laziness", and the demand for laziness after 1995 is growing rapidly. In terms of consumption of self heating convenience products, the proportion of post-95 and Post-00 groups is as high as 47.75%.

Among them, self heating hot pot is popular among young Chinese. Self heating hotpot is a kind of fast food, which can be cooked by adding cold water without fire or electricity. It is mainly composed of ingredients, ingredients pot, pot cover, outer pot and heating bag. Its heating principle is to use the material in the heating bag to contact with water, releasing heat, so as to make the food in the upper layer of food pot absorb heat and then increase the temperature. In China, the top three self heating hotpot brands most popular with young people are Zi Haiguo, Hai Dilao and Mo Xiaoxian.

In January 2018, the self heating hot pot series of Zi Haiguo was officially put into the market; At the end of March, the Tmall flagship store of Zi Haiguo went online and achieved the result of "No.1 single product sales in the whole network" within 24 hours. In 618, 2018, Zi Haiguo achieved the best performance of Tmall JD dual platform in terms of sales volume and traffic; In the third quarter, it achieved a sales volume of over 100 million yuan and entered the offline channels.

Self heating hotpot is a relatively new and controversial product. As a leader in the industry, Zi Haiguo has grown rapidly although it has not entered the market early, it even once achieved the brand name was regarded as a category word by consumers.

In 2017, Hai Dilao launched five self cooking hot pot products in the first batch, contributing 61.34 million yuan in revenue that year. From 60 million to 1 billion, Hai Dilao only took less than three years, which directly confirmed the dividend space of this category.

During the double 11 period in 2018, the turnover of self heating hot pot reached 4.53 million, 2.7 times higher than that in 2017. The epidemic accelerated the popularization and awareness of convenient self heating food, and became the "category winner" in the special period. Hai Dilao self heating series products were frequently out of stock.

In the self heating hot pot, Mo Xiaoxian quickly occupied the market with high cost performance. In August 2017, Mo Xiaoxian landed in Taobao, and in 2018, it became the first brand in Taobao's self heating hot pot sales. In 2019, it achieved more than 400million sales, ranking second to Hai Dilao in the self hot pot, ranking the second in the industry. After the success of online, Mo Xiaoxian began to attack offline, and has covered more than 100000 terminal channels and 300 offline distributors.

In terms of price, Mo Xiaoxian locked in the price band of 10-20 yuan, and the sales volume of the company's products in this price band also accounted for 80%. In terms of category, Mo Xiaoxian still adopts the strategy of main products, the reason is that it is the most efficient to make main products, and the supply chain is also the simplest. It is understood that Mo Xiaoxian's market share in self heating hotpot has reached 8%.

From about 2017, self heating fast food began to break out. In 2019, China's self heating food market reached 3.5 billion yuan. Affected by the epidemic, this self heating pot may sell 4 billion yuan in 2020. Hot pot tycoons Hai Dilao, Dezhuang, da Longyao and XiaoLongkan have entered the market. There are also new online brands such as Zi Haiguo and Mo Xiaoxian. There are also traditional convenience food tycoons such as Tongyi and Master Kang.

Why is self heating hot pot so hot? For those who have a sudden desire to eat, they don't need to go to the hot pot shop to line up and wait for the pot. They can quickly eat at home and in the office. The experience can be described as quite friendly. Sour and spicy taste, stimulate dopamine secretion, make people full of happiness, spend less than 40 but harvest the illusion of eating hot pot.

Convenient instant food products meet the market demand of single, lonely, home economy and lazy economy under the pressure of fast-paced life. It is a consumption upgrading product of 3-5 yuan instant noodles in the original market. According to the data of the world instant noodle Association, in 2018, the sales volume of instant noodles in the world reached 103.6 billion copies, and the Chinese market accounted for 40.3 billion copies, accounting for 38.9% of the global sales volume of instant noodles, this shows that the market space of Chinese instant products is huge.

What brand of beer do Chinese like to drink?

 

Beer is one of the oldest alcoholic beverages in the world, it is the third most consumed beverage in the world after water and tea. Beer was introduced into China in the early 20th century and belongs to foreign wine. With the deepening of Chinese understanding of beer, beer has gradually become one of the main alcoholic beverages consumed by Chinese people. At present, the main brands in China's beer market are Snowflake Beer, Tsingtao Beer, Budweiser InBev, Harbin Beer and Carlsberg, with a total market share of 70% % Above, the industry concentration is high. Data shows that in 2018, China Snowflake Beer accounted for 23 .2% of the market share and ranked in the first place; Next came Tsingtao Beer and Budweiser InBev, with a market share of 16 % above; Small and medium-sized brands other than the five major brands have nearly 30%  of market share.

Snowflake Beer

Brand finance, the UK's leading brand assessment agency, has released a list of the world's most valuable beer brands in 2020. It is understood that there are 50 beer brands on the list, and two of the top ten brands are from China. The two beer brands listed in China are Snowflake Beer and Harbin Beer.

Snowflake Beer signed an agreement with Heineken group, the world's second largest Brewery Group, to acquire all the shares of Heineken group’s six companies in China and all the issued shares of Heineken Hong Kong Co., Ltd., thus obtaining all the business of Heineken beer in China. For Snowflake Beer, with the help of Heineken's important brand strength and channel advantages, it will help it take an important step in the high-end.

Harbin Beer

Harbin Beer is the earliest beer brand in China, it was founded by Russian businessman ulubrevsky. After 100 years of development, Harbin Beer Group has become the fifth largest beer brewing enterprise in China. As a leader in the Northeast market, Harbin Beer Group has 66% market share in Harbin and the market share in the whole country is about 5 %, It is also exported to more than 30 countries and regions such as the United Kingdom, the United States, Russia, Japan, South Korea, Singapore, Hong Kong and Taiwan.

 Tsingtao Beer

So far, Tsingtao Beer takes "Tsingtao Beer + Laoshan Beer" as its brand strategy. Among them, "Tsingtao Beer" as the main brand, positioning in the high-end, is the main force of product upgrading; "Laoshan Beer " as the second brand, positioning in the mass market. In China's high-end and super high-end beer market, AB InBev is the only one, occupying 46.6% of the market share. Although Tsingtao Beer ranks second, the share gap with AB InBev is more than 30%, and there is still a lot of room for growth.

Budweiser 

In China's beer market, Budweiser is not the biggest player, but the most profitable one. According to the total consumption, China Snowflake Beer, Tsingtao Beer and Budweiser ranked the top three in China beer market. But in terms of profitability, last year, Budweiser made a net profit of 9.6 billion yuan, while China Snowflake Beer and Tsingtao Beer respectively made only 9.77 billion and 14.22 billion yuan in the same period.

In fact, the reason is very simple, Budweiser takes a high-end route. In the high-end and super high-end markets where the price of a single bottle is more than 10 yuan, Budweiser occupies an absolute dominant position with 46.6% of the market share, it has surpassed its peers in terms of ton price and high-end product structure.

Carlsberg

Affected by the epidemic, the output of China's beer industry will drop by 7% in 2020. However, the sales volume of Carlsberg China increased by 3.3%, realizing the improvement of market share, and the net income broke the milestone of RMB 10 billion, achieving a growth of 7.1%. Carlsberg China's performance in 2020 is far better than the industry level.

Carlsberg group is the third largest beer company in the world,its excellent performance in 2020 is inseparable from Carlsberg China's continuous efforts in high-end products in recent years. The basis of high-end is Carlsberg China's "local strong brand + International high-end brand".

From the layout of China's leading beer enterprises, China Snowflake Beer, Tsingtao Beer and Budweiser have realized the nationwide layout. Specifically, Snowflake Beer has obvious sales advantages in Sichuan, northeast and East China; Tsingtao Beer has higher sales in Shandong and Shaanxi; Budweiser has certain advantages in Jilin and South China.

In recent years, the per capita disposable income of Chinese residents has gradually increased. Driven by the upgrading of consumption, the demand for medium and high-end beer is increasing. China's leading beer enterprises optimize the product structure, launch medium and high-end products one after another, and layout the medium and high-end beer market.

Why all high-end honey in China market is imported in ? Where does Chinese honey lose?

 

China is the largest country in honey production. As early as in the agricultural society, Chinese ancients began to raise bees. With the development of history, honey has also been used as medicine in traditional Chinese medicine, written into the medicine spectrum, to treat people's various diseases. However, this honey, which has been handed down for thousands of years in China, is gradually out of favor in the modern civilized society. On the contrary, honey imported from abroad is gradually sought after by the public.

Due to the serious counterfeiting of honey in China, many people turn their attention to imported honey, believing that the quality of imported honey should not be poor. In fact, counterfeiting is an international problem, not only in China. The imported honey with high popularity in China should be from New Zealand. According to a New Zealand bee farmers association, New Zealand only produces 1700 tons of Manuka honey every year, which is very rare, but the annual sales volume in the world is more than 10000 tons. In addition, in recent years, quality problems have been found in many batches of imported honey, which shows that imported honey may not be good.

New Zealand Manuka honey is one of the most expensive honey in China. Search for honey on the e-commerce website, and you will find that nine out of ten are Manuka honey. One of the most expensive, which is equivalent to 20000 yuan. Even if the price is high, Manuka honey sales are not low.

In China's rich circle, the market of Manuka honey is very hot, because people's continuous concern about food safety has greatly increased their market demand for pure natural imported health food. At present, the two most popular New Zealand Manuka honey brands in China are Comvita and Manuka Health.

Since China formally entered the Chinese mainland in 2004, it has more than 100 stores in mainland China, and continues to lead the high-end honey sales market in China, which is closely related to brand differentiation positioning marketing strategy. In China's honey market, domestic honey occupies the main market share, and the price is generally low. Comvita brand uses "Manuka honey" to enter the high-end honey market, occupies the highland of honey category, and becomes the leading brand of Manuka honey category. In 2019, Comvita's Manuka honey flagship store won the double sales champion of JD and Tmall under the category of honey.

 Manuka Health has successfully expanded the markets of Beijing, Guangdong, Shanghai, Tianjin, Chongqing, Jiangsu, Zhejiang, Liaoning, Jilin, Heilongjiang, Inner Mongolia, Shandong, Shanxi, Henan, Hebei, Hunan, Sichuan, Shanxi, Yunnan and other provinces in China. In the above markets, Manuka Health mainly realizes terminal sales by setting up counters in high-end stores.

Since ancient times, honey has been regarded as a good health care product with the same origin of medicine and food, and has an unshakable position in the hearts of Chinese people. Due to the quality of honey is uneven, there is no Chinese honey brand that people can particularly trust. Rich people in China buy high-quality honey at high prices, which makes imported honey have a great development. For example, New Zealand honey, Russian honey and Australian honey are very popular among Chinese people, they are willing to buy it even if it costs hundreds or thousands yuan per catty.

This situation is an opportunity for overseas enterprises who want to enter the Chinese market. More information about China market, please go to www.winoutinchina.com

How to find Chinese internet influencer to sell goods with live streaming?

 

In 2020, China's "live commerce" is on the upsurge, it is becoming an upsurge pursued by Chinese enterprises. Because of this, it's not only the popular network anchor, but also the movie stars, hosts and local cadres who have entered the e-commerce live streaming room, which has set off a wave of nationwide live streaming. According to the statistics of the Ministry of Commerce, in the first quarter of 2020, China's e-commerce live streaming exceeded 4 million. Nearly 6000 enterprises have been added to do live streaming in the first half of 2020 in China, compared with the first half of last year, the number of enterprises increase by 258%.

In such a situation, how can foreign enterprises seize this opportunity to use live streaming as a springboard for their brands to enter the Chinese market?

First you need to know that the sales platforms in China with most traffic are Taobao, Douyin and Kuaishou, and each of them has the following characteristics:

1. Taobao live, anchor selling is the most professional, conversion rate is the highest, representatives are Li Jiaqi and Weiya.

2. Kuaishou, is good at building characters, most consumer groups are in third and fourth tier cities, representative figure is Xinba.

3.Douin is good at content and entertainment, and the anchor starts with short video content. The representative figure is Luo Yonghao.

Of course, it's not only the head anchor that can bring sales for products, the waist anchor also has great potential to bring goods, and the cost will not be as high as the head anchor. In the early stage, for enterprises that have just come into contact with live commerce, they should have a try and invest appropriate costs first, then adjust the promotion costs according to the actual situation in the later stage. For some less well-known products and enterprises, internet influencers have achieved the goal of promotion for the brand while selling goods, even if it could not achieve great results at that time, at least the live streaming has let consumers know about the brand.

After learning about the platform, you need to know how to find China Internet influencer to sell your goods wih live streaming. There are usually three ways to find suitable China internet influencer for cooperation.

1. Through some common social media to find those users who often discuss these products, and then through the social media's own search function, tagging function to screen the internet influencer who can be cooperated with.

2.Through some platforms to search the corresponding internet influencers , and free to send some goods to them for evaluation.

3.Cooperate with MCN organizations to find internet influencer for live streaming, many internet influencers have signed agreements with organizations.

But the two former ways of cooperation are not so good and easy to be cheated, so now most enterprises are willing to directly find MCN organizations to match the right internet influencer. On the one hand, the MCN organization has internet influencers of all walks of life, can quickly match the anchor suitable for their customers. On the other hand, through the training and management of MCN organizations, the selling ability of anchor will be more professional than those without a team, and the credit will be more guaranteed. www.winoutinchina.com has a cooperative relationship with one of China's well-known MCN organizations, and also has the strength that can not be underestimated in the aspect of matching China's internet influencer to sell goods for overseas enterprises.

Generally, there are several ways to cooperate with inetrnet influencers:

 1. Direct payment promotion, which is relatively risky for businesses, costs from thousands to hundreds of thousands Yuan in a live streaming, but the effect cannot be guaranteed.

2. The commission based on the proportion of sales amount is generally about 20% - 30%, which is the minimum risk to the business.

3. Promotion cost + sales commission combination, this is more common in the cooperation with internet influencers.

In the live streaming room, anchor and audience can interact in real time. If the audience has a sense of participation, it is easy to become a consumer. The anchor's detailed explanation of the product and the consumer's trust in the anchor enhance the consumer's desire to buy. The appearance of real-time bullet screen also makes the consumers in front of the screen feel that the consumption process is not so boring, and the bullet screen also has a certain guidance. Once someone likes the products the anchor is introducing, they may lead other audiences to buy together in the bullet screen. The most important thing is the anchor's control over the atmosphere of the live streaming room, the sensory impact brought by the anchor's live unpacking, evaluation, introduction and use is not comparable to several pictures of traditional e-commerce.

In China, live commerce is easier for consumers to consume.