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The People's Republic of China Retail Foods in Southwest China

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The People's Republic of China Retail Foods in Southwest China THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Voluntary Internal - Date: 04/08/2016 GAIN Report Number: The People’s Republic of China Post: Chengdu Retail Foods in Southwest China Report Categories: Exporter Guide, Retail Foods Approved By: Morgan Haas, Agricultural Consul Prepared By: Staff Report Highlights: This report discusses the opportunities and constraints for U.S. food and beverage products in the retail sector of Southwest China. U.S. constituents may request a curtesy copy of the full report by emailing [email protected]. Table of Contents Section I: Market Summary: Southwest China A. Regional Profiles A.1 Sichuan A.2 Chongqing Municipality A.3 Yunnan A.4 Guiyang A.5 Tibet Section II: Major Food Retailers in Southwest China Large “Lifestyle” Retailers with Central Procurement Large “Lifestyle” Retailers with Local Procurement Other Large Notable Retailers with Central Procurement Other Large Notable Retailers with Local Procurement Local Convenience Store Chains Specialty Stores E-Commerce TV Shopping Network Section III: Marketing U.S. Retail Products in Southwest China Find a Buyer Trade Shows Penetrating Direct to Southwest China Appendix Executive Summary With a burgeoning middle class and uninterrupted economic growth, Southwest China remains a steadfast market for U.S. agricultural exports. This report focuses on the region’s retail food sector. The region’s rapid urbanization rates are moving families away from subsistence farming and into the supermarkets, but what are the major supermarkets in Southwest China? Who is shopping at which markets? What types of imports are most successful in this region? What are the primary entry points for U.S. goods? These are some of the questions this report answers in an attempt to paint a clearer picture of this region’s retail food sector. As the Southwest region of China’s population moves away from subsistence farming and into urban areas, they have more exposure to low-end retailers, high-end retailers, and specialty stores with more foreign imports. With food safety as a constant concern in China, the U.S. is seen as a trusted place of origin for food and beverage shoppers. Thus, U.S. agricultural exporters should actively maintain and promote this reputation. Older shoppers in the region tend to be more frugal with their money, and may prefer to continue shopping at traditional wet markets. However younger shoppers are more willing to spend extra for better quality, and, therefore, may prefer to consume U.S. imports. The region’s overall urbanization rate increase from 2008 to 2012 was over 18% with Tibet at the lower-bound (4%) and Guizhou at the higher-bound (25%). When deciding which parts of Southwest China to enter, factors like disposable income and urban population size are critical, but must be considered in relation to other parts of the sub-region and not in relation to the coastal region. Getting products placed in high-end retail and specialty markets is important; however developing relationships with larger chains that have fewer imports gives the import greater brand recognition with an entirely different income bracket. Chinese consumer’s larger trend of buying more products online should be considered in order to answer questions like: How can U.S. agricultural product exporters target regions like Southwest China with only an online presence in the area? Or, which foreign imports can benefit if the O2O movement significantly expands rural parts of China? I. Southwest China Southwest China is the fastest growing regional market for food and beverage expenditures in China. The Southwest consists of Sichuan, Yunnan, and Guizhou Provinces, the Chongqing Municipality, and the Tibet Autonomous Region, totaling a gross domestic product (GDP) just smaller than Canada’s and a population of nearly 200 million people. The region is also home to above-average consumption of food and beverages as the population chooses to spend a large portion of their disposable income in this category. The local food culture is multi-faceted due to significant minority populations, Disposable Income → Food Expenditures but it is still most famous for hot 10,000 Chongqing Shanghai and spicy Sichuan cuisine. 9,000 Guangdong Demand for imported food as well Yunnan as total cash expenditures on food 8,000 Sichuan Beijing among Southwest China 7,000 Guizhou consumers has risen in step with 6,000 disposable incomes. Regional Tibet China consumer preferences for 5,000 y = 0.1918x + 1377.2 imported foodstuffs are similar to 4,000 other parts of China. Imported 2012(RMB)on Food, R² = 0.7446 products, especially those from 3,000 15,000 20,000 25,000 30,000 35,000 40,000 developed countries, provide the Household Expenditures Urban Cash Urban Household Disposable Income, 2012 (RMB) consumer innate assurances of safety and quality as well as the sense of an elevated lifestyle. Southwest China total urban household spending on foodstuffs rose roughly 20 percent in 2012. How? 1. The urban population grew 4.9%. This translates to four million new urban residents annually – equivalent to the size of the San Francisco Metropolitan Area. 2. Increased economic prosperity in Southwest China has driven household disposable incomes 13.5% higher, which in turn drove growth of urban household cash expenditures on food of 11.8%. In the future, China should be expected to maintain double-digit growth in urban food demand despite slowing urban household cash expenditures on food since China’s urbanization policy is likely to continue relatively unchanged. Southwest China’s economy, while unlikely to maintain its reported double-digit GDP growth, is still positioned to lead national GDP growth as development continues to move inland under the government’s “Go West” policy. Also, both China’s “Go West” and urbanization policies support increased urban populations in Southwest China. First, regional economic development is holding more of the local workforce in Southwest China rather than driving migration to the coast. Second, Southwest China’s urbanization rate remains a laggard at 46% when compared to the national average of 55%. The impact of China’s urbanization policy cannot be understated as Southwest urban households also outspend their rural counterparts by 150 percent or a 5:2 margin on foodstuffs. Improved infrastructure and logistics that will need to come with increasing food demand pressures will directly aid access to and competiveness of U.S. foodstuffs. Southwest China’s major urban centers (in ranked order of importance) are Chengdu, Chongqing, Kunming, and Guiyang, all of which are considered second-tier cities and offer reasonable access to imported retail foodstuffs. Combined, these city centers are equivalent to Shanghai in population and urbanization rate as well as account for 25 percent of Southwest China’s total urban population. These cities also serve as distribution hubs, including for imported products, in their respective provinces. In recent years, improved living standards have resulted in imported products beginning to penetrate deeper into Southwest China’s 3rd and 4th tier cities, where a significant number of local retailers also now have devoted imported food sections. However, where supply chain constraints in brick-and- mortar retail continues to limit choices for Southwest China urbanites – and especially for the 75 percent of urbanites who reside outside Chengdu, Chongqing, Kunming, and Guiyang – consumers are increasingly turning to e-Commerce to purchase food and beverages. Figure 1: Key Statistics for Southwest China by Region, 2012 Population Per Capita Per Urban Household (Per Capita) Region Retail Disposable Cash Expenditures Total Urban GDP Sales Income on Food million million ‘12/11Δ % Total US$ US$ US$ ‘12/11Δ US$ ‘12/11Δ China (CN) 1,354.04 711.82 3.0% 53% $6,157 $2,177 $3,937 12.6% $968 (323) 9.7% Southwest China (SW) 194.72 83.69 4.9% 43% $4,374 $1,358 $3,328 13.5% $957 (333) 11.8% Provinces Sichuan (SC) 80.76 35.16 3.9% 44% $4,745 $1,589 $3,254 13.5% $973 (342) 9.0% Chongqing (CQ) 29.45 16.78 3.7% 57% $6,236 $1,898 $3,681 13.4% $1,101 (416) 17.5% Yunnan (YN) 46.59 18.36 6.8% 39% $3,557 $1,045 $3,377 13.5% $876 (269) 13.9% Guizhou (GZ) 34.84 12.69 4.2% 36% $3,152 $806 $2,997 13.3% $801 (258) 9.4% Tibet (TB) 3.08 0.70 0.2% 23% $3,676 $1,139 $2,889 11.3% $884 (217) 6.4% Shanghai (SH) 23.80 21.26 1.8% 89% $13,682 $4,589 $6,482 11.6% $1,547 (663) 9.1% Beijing (BJ) 20.69 17.84 2.7% 86% $14,018 $5,345 $5,882 11.6% $1,207 (517) 9.8% Greater City Regions Chengdu, Sichuan (CD) 14.18 9.70 2.9% 68% $9,234 $3,529 $4,261 15.4% $1,101 (386) 9.4% Kunming, Yunnan (KM) 6.53 4.43 3.5% 68% $7,413 $3,666 N/A N/A N/A N/A Guiyang, Guizhou (GY) 4.45 2.95 0.1% 67% $6,198 $2,669 $3,493 12.2% $800 (258) 9.4% City Centers Chengdu Beltway1 8.48 7.38 3.7% 87% $13,369 $5,169 N/A N/A N/A N/A Chongqing MDEC2 7.95 6.93 4.8% 87% $9,985 $4,937 N/A N/A N/A N/A Kunming Beltway3 3.63 3.30 3.1% 91% $9,868 $5,693 N/A N/A N/A N/A Guiyang Beltway4 3.04 2.53 0.0% 83% $6,890 $3,514 N/A N/A N/A N/A Sources: China Statistical Yearbooks 2013, 2012, and Respective Regional Statistical Yearbooks Exchange Rate: 1 USD = 6.24 Chinese Yuan; Persons per Urban Household: SC - 2.85 persons, CQ - 2.65, YN - 3.26, GZ - 3.1, TB - 4.07, CN - 3.02; BJ - 2.53, and SH - 2.35.
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