An order for New Zealand beer in China is seen as showing the way for this country's food and drink producers keen to crack the fast-growing Chinese market.
DB Breweries has shipped half a container of Monteith's and Tui beers to Shanghai after landing orders through a promotion organised by New Zealand Trade and Enterprise (NZTE).
The company would not even have been looking at tackling the Chinese market if it were not for the promotion, DB business development manager Andrew Daniells said. Now China had effectively been bumped up DB's priority list of markets. DB took part in a New Zealand's Finest Choice showcase at two upmarket Parkson stores in Shanghai.
NZTE said the promotion was a key element of its China retail channel development project, which aimed to help New Zealand companies enter the Chinese market and trial their products in a retail environment before committing to a major export drive. The project was a collaboration between NZTE, Parkson, New Zealand food and beverage companies and China-based logistics service provider and distributor Heng Tai.
Since the promotion was launched at the end of May, Heng Tai has been supplying one bar in Shanghai and one bar in Wu Lu Mu Qi with DB beers and demand was growing from other outlets, prompting Heng Tai to order 600 cases from the Auckland business.
NZTE food and beverage sector director Leone Evans said the DB order confirmed that the model being used to create long-term business for New Zealand exporters in China was working. NZTE North Asia group general manager Rod MacKenzie said that combining forces and taking a NZ Inc approach was the best way for this country's food and beverage exporters to make an impact in China.
China had a growing number of young to middle-aged middle class consumers who wanted to buy top quality and innovative imported foods that were healthy, safe and convenient.
"New Zealand food and beverage exporters are well placed to supply what is wanted but it can be risky and challenging for companies to do it on their own." Mr Daniells said DB had joined the project to dip its toe in the market without incurring big market research costs and while sharing the risk with other New Zealand exporters.
Demand for DB's beer was coming mainly from the expatriate community in Shanghai, not just New Zealanders and Australians but also other nationalities with disposable income to buy imported beers. Heng Tai would also exhibit DB's beer on its stand at the Food Hotel China trade show in late November sparking a decision by DB to make its first market visit to China.
Source:佚名