Do Chinese people also use olive oil?

 

Olive oil is the natural oil extracted from olive fruit, known as "liquid gold", "Queen of vegetable oil" and "Mediterranean manna".

Among the major olive oil producers, Spain accounts for about one third of the world's total, Italy accounts for one fourth, Greece accounts for one fifth, and other oil producing countries include Tunisia, Turkey, Syria, Portugal, France, Egypt, etc. Italian olive oil production ranks behind Spain, but its number of oil mills is several times than that of Spain, so it becomes the largest olive oil exporter.

For a long time, soybean oil, palm oil, rapeseed oil and peanut oil have dominated the consumption of edible oil in China, accounting for nearly 90% of the total consumption. Olive oil, corn oil, sunflower seed oil and tea oil have a small proportion. Olive oil is generally purchased by rich families. For ordinary families, as a kind of high-end edible oil, a bottle of imported 250ml olive oil costs 39.9 yuan, rapeseed oil costs 14or16 yuan/kg and olive oil costs 100or120/kg, which is several times higher than other kinds of edible oil. In addition, olive trees are rarely planted in China and are rarely used to extract oil. Chinese people are used to eating soybean oil, peanut oil and other vegetable oils, and it is difficult to accept the new taste in a short time.

But with the rapid development of social level, people's living conditions become better and better, spiritual and material culture is more and more rich, while enjoying the welfare brought by the country's prosperity, so people are more and more pursuing their own health and longevity, it is the modern people's attention to physical health, more and more people learn health knowledge, and pay more and more attention to health.

First of all, we should pay attention to health preservation from the beginning of eating. For example, we should eat vegetables made of olive oil, organic rice, organic vegetables, and so on. In addition, TV, media and other media spread the benefits of olive oil, so the society has started to use olive oil as a nutrition and health preserving food.

With the change of people's consumption consciousness and the deepening understanding of olive oil, olive oil is welcomed by more and more consumers. Data shows that China's annual consumption of olive oil is about 80000 tons from 2015 to 2017, and it continues to increase at an average annual rate of more than 12%. The annual consumption of olive oil is expected to reach about 100000 tons. The import tariff of olive oil is 10%, and China's import volume of olive oil will be 54000 tons in 2019. Most olive oil brands are imported from Europe, with Spain dominating the market share of more than 80%.

At present, the leading brands in China's imported olive oil market include Olivoila, Betis, MUELOLIVA, BORGES, Andasaludsia, FILIPPO BERIO, AGRIC, BELLINA, Carbonell, etc. Six of these brands are from Spain, two from Italy and one from Greece.

With the development of science and technology, new varieties will appear in the next few years, and consumers will have more choices. From the current market situation, several large edible oil manufacturers in China have started to sell more nutritious and healthy edible oils such as camellia oil, walnut oil and olive oil.

Generally speaking, from the perspective of market consumption, although China's nutrition and health edible oil market is in its infancy, it caters to the trend of people's higher and higher pursuit of health and nutrition. Therefore, nutrition and health edible oil will have broad market prospects and will be a new bright spot in China's edible oil market.

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How New Zealand skin care brand——Geoskincare became so popular in China?

 

The brand of geoskincare belongs to nzskincare Company Ltd, a New Zealand based company established in 2000. It is committed to providing safe and efficient skin care products for the public and beauty loving women, maintaining the ideal state of skin and solving the needs of skin care.

In 2014, geoskincare officially landed in China. At the beginning, geoskincare mainly developed offline, and has been in a low-key state. In the second half of 2019, geoskincare's Shuining Qingrun isolation cream is popular all over the network, becoming a large single product with monthly sales exceeding 500000. Until 2020, geoskincare 's isolation cream has a stable monthly sales of more than 500000 in Tmall and Taobao, and is the sales champion of similar products for two consecutive times.

Marketing has always been an important part of the beauty brand, and now the rise of many new brands has a close relationship with Xiaohongshu, Douyin, Taobao, and other platforms.

Geoskincare also captured the dividend. In the initial marketing, they have been looking for traffic gathering place, and put the effect in the first place, which also delimited the initial moat for them.

In 2018, Xiaohongshu recruited a large number of stars to join in. Geoskincare seized the opportunity to quickly cooperate with a number of stars and net influencers to recommend the products, repeatedly strengthening users' understanding of geoskincare and attracting them to buy and share.

When the industry still has a wait-and-see attitude towards live commerce, geoskincare has entered the market. The accurate capture of new channels makes it the "first eating crab" brand. The first station of geoskincare live streaming chose to cooperate with Weiya, the head anchor of Taobao live, which also laid the foundation for geoskincare live commerce to choose the head anchor of the platform.

In addition, geoskincare clips the live video of Viya promoting its products to a short video, and this short video appears frequently in Douyin; bloggers also test their products densely, and put videos on Douyin. The direct effect of this "overwhelming" promotion video is to make people feel that the brand is "popular " and stimulate the purchase desire of new users.

Nowadays, with the information of skin care industry becoming more and more transparent, more and more consumers begin to pay attention to brand endorsement, product composition, and consumption tends to be rational. Therefore, it is easy to understand why the current media platform has become an important marketing battlefield.

It is worthwhile to draw lessons from geoskincare, which only focuses on promoting several products such as "Water Mask", "Makeup Base" and "Cleansing Mask". In fact, the brand currently has about 50 products. In recent years, more and more beauty brands have achieved explosive growth through similar strategies. On the one hand, with a single category or several single products as a breakthrough, online channels can quickly establish word-of-mouth and brand awareness, with low trial and error costs and relatively controllable risks. On the other hand, it is also a more feasible development path when large beauty groups occupy a strong market share.

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.

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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.