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中国有机食品市场简介 China Organic Food Market & Development

中国有机食品市场简介 China Organic Food Market & Development. 荣格工业传媒有限公司 Ringier Trade Media Limited. About Restaurateur.

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中国有机食品市场简介 China Organic Food Market & Development

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  1. 中国有机食品市场简介China Organic Food Market & Development 荣格工业传媒有限公司 Ringier Trade Media Limited www.industrysourcing.com

  2. About Restaurateur Backed by a team of authoritative editorial advisors in China,Restaurateur provides readers the latest developments and innovations for the food service industry, from ingredients, food supplies, trends, recipes and new creations, to kitchen and food processing equipment, interior design, furniture, location, staffing, training, IT and supply chain, with practical solutions for improving productivity, reducing cost, and turning innovations into real competitive advantages. The Restaurateur website www.restaurateur.cn facilitates faster communication between buyers and sellers in China’s catering industry. The website provides online marketing tools such as banners, ACCESS Buyer Alert, white papers, online showrooms and webinars that provide measurable lead generation for advertisers. • Magazine Circulation: 25,450 • E-magazine Subscribers: 20,700 • Total Circulation: 46,150 • www.restaurateur.cn www.industrysourcing.com www.industrysourcing.com

  3. 主要进口产品结构Import Products Structure Source: Bio-Fach China 2010 3

  4. 进口来源地变动情况The Origin of Import Source: Bio-Fach China 2010 4

  5. China Organic Markets – Headlines • Organic certification organizations estimates that production will increase 30 to 50% in the coming years • The exports of organic products could rise to 5% of total food exports by 2020 • Organic packaged food sales in China reached a value of RMB134 million, an increase of 77% on 2006 • Concerns for food safety and increasing purchasing power in China are driving growth • Organic milk sales recorded retail value growth of 27% in 2007 • Unit price levels recorded increases in 2007 • Sales are expected to reach RMB452 million at constant 2007 prices in 2012, which represents an increase of 238% on 2007 Source: Euro Monitor 5

  6. 乐活观念进入中国Lohas Come to China LOHAS： Lifestyles of Health and Sustainability 6

  7. 为什么消费有机食品Why organic food consumption ? • 安全/Safe • 无化学残留/Without Chemical residues • 健康/healthy • 品质和质量的保证/Quality guarantees • 环境保护/Environment protection • 口味更好/Tasty good • 对动物有益/Animal wealfare • 增加农民收入/Income increase 7

  8. 国家对发展有机食品的支持Support from Government 中央高度关注绿色、有机农业 8

  9. 谁在消费有机产品？Who buy organic product ? • 目标消费群体：高收入、追求健康人群 Target: high income ,health concern ,etc… • 特殊消费群体：孕妇、婴幼儿及老年人 Special: pregnant woman ,infant, the aged people • 潜在消费群体：追求时尚生活的年轻一族 potential : the young age who love Lohas 9

  10. 有机食品市场概况Overview • Organic packaged food sales in China reached a value of RMB134 million, an increase of 77% on 2006 2007年，中国有机包装食品的销售达到1.34亿人民币，较2006年增长了77%。 • Sales are expected to reach RMB452 million at constant 2007 prices in 2012, which represents an increase of 238% on 2007 预计到2012年，有机产品销售额将达到4.52亿人民币，较2007年增长238%。 Source: Euro Monitor 10

  11. 中国有机食品销售渠道(一)Distribution Channel • Supermarket： Carrefour、Walmart、Hymall、Metro Local Supermarket：Lotus、吉之岛Jusco、百佳Buy-best、大润发RT-mart、世纪联华Centry LianHua、华联吉买盛GMS、苏果Suguo、物美Wumart、华润万佳Vanguard等 11

  12. 中国有机食品销售渠道(二)Distribution Channel • 有机超市、有机商店、有机产品专营店 乐活城：北京8家，深圳3家，自有品牌“乐活氏”即将开放加盟 点点绿：香港超过10家门店，内地3家 海客乐：上海15家直营门店 悦意有机健康生活馆：全国超过10家加盟店 12

  13. 中国有机食品销售渠道(三)Distribution Channel • 高端超市 以进口食品为主的针对在华外籍人士的连锁超市：上海城市超市、北京捷尼路超市、华联BHG等 大型高档购物场所配套的食品超市：上海久光百货、北京太平洋百货、郑州丹尼斯、南京金鹰等 特点：价格偏贵、进口食品和有机食品所占比例高于其他一般超市和卖场 13

  14. 中国有机食品销售渠道（四）Distribution Channel • 网络销售及目录销售 1.主流B2C网站：当当、卓越、红孩子、京东商城、易果网 2.有机食品公司直属网站 3.有机食品配送网站： 和乐康：www.helekang.com 沱沱工社：www.tootoo.cn 博扬有机网：www.ofood.cn 有机配送网：www.ordero.com 14

  15. 中国有机食品销售渠道（五）Distribution Channel • 礼品团购市场 中国特色，大部分有机生产都与流通企业有涉及 生产型：吉林东福米业（有机礼品米），寿光农圣庄园（有机蔬菜，杂粮礼盒）等 销售型：北京正谷，乡土乡亲等 特点：注重包装、高价、高利润 趋势：礼品卡、产品从初加工到深加工升级 15

  16. 中国有机食品销售渠道（六）Distribution Channel • 餐饮渠道 刚刚起步，仅限于大城市的高端餐饮场所和五星级酒店 • 农场直营和生态旅游渠道 其销售一般和农场旅游结合。可体现在餐饮、礼品和零售等多方面 • 医疗保健渠道 营养咨询渠道和有机食品的结合 16

  17. 案例展示（一）《麦德龙美食指南》Showcase：Metro Good Food Guide 17

  18. 案例展示（二）齐民有机火锅Showcase：Qi-min Organic Hot Pot 18

  19. 1 Thanks 谢谢！ 张雁 Ellen Zhang ellenzhang@ringiertrade.com www.industrysourcing.com

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