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El Mercado Del Vino En Tailandia

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El Mercado Del Vino En Tailandia Oficina Económica y Comercial de la Embajada de España en Bangkok El mercado del vino en Tailandia NotasSectoriales 1 El mercado del vino en Tailan- dia Esta nota ha sido elaborada bajo la supervisión de la Oficina Económica y Comercial de la Embajada de España en Bangkok Octubre 2008 NotasSectoriales 2 EL MERCADO DEL VINO EN BANGKOK ÍNDICE CONCLUSIONES 4 I. DEFINICION DEL SECTOR 7 1. Delimitación del sector 7 2. Clasificación arancelaria 8 II. OFERTA 12 1. Tamaño del mercado 12 2. Producción local 15 3. Importaciones 16 III. ANÁLISIS CUALITATIVO DE LA DEMANDA 29 1. PERFIL DEL CONSUMIDOR 30 2. FACTORES DE DECISIÓN 31 IV. PRECIOS Y SU FORMACIÓN 33 V. PERCEPCIÓN DEL PRODUCTO ESPAÑOL 35 VI. DISTRIBUCIÓN 37 1. CANALES DE DISTRIBUCIÓN DEL VINO 38 2. ESQUEMA DEL CANAL DE DISTRIBUCIÓN 42 VII. CONDICIONES DE ACCESO AL MERCADO 44 1. LICENCIA DE IMPORTACIÓN 44 2. ETIQUETADO 44 3. REGÍMENES COMERCIALES Y FISCALES 45 4. BARRERAS A LA PUBLICIDAD SOBRE EL ALCOHOL 46 VIII. ANEXOS 48 1. Empresas 48 2. Ferias 49 3. Publicaciones del sector 50 4. Asociaciones 52 5. Otras direcciones de interés 52 Oficina Económica y Comercial de la Embajada de España en Bangkok 3 EL MERCADO DEL VINO EN BANGKOK CONCLUSIONES El vino no es un producto de consumo habitual en Tailandia, ya que una gran parte de la po- blación no tiene acceso a este producto debido a su elevado precio. Sin embargo, aunque el mercado tailandés no es de gran tamaño, ha presentado unas sólidas cifras de crecimiento a lo largo de los últimos 10 años, haciendo posible prever un futuro relativamente optimista. El vino español se encuentra infrarepresentado en el mercado tailandés, con una cuota que oscila entre el 1% y 2%. Esto se debe tanto a una escasez de demanda (por la falta de cono- cimiento por el público del vino español), como de oferta (se da la paradoja de que la escasa demanda es a veces insatisfecha, ya que algunos de los vinos demandados no son importa- dos por nadie). En las siguientes líneas vamos a resumir cuales han sido las conclusiones fundamentales ob- tenidas de nuestro análisis del sector: • Tailandia es el quinto consumidor per cápita mundial de bebidas alcohólicas. El 4% del mercado corresponde a bebidas alcohólicas importadas, y de éste, el 7% corres- ponde a vinos. • Tras la crisis asiática de 1997, el sector del vino ha crecido constantemente a una media del 15%, siendo en el 2007 un mercado por valor CIF de 809 millones de Baht. En los próximos años se prevé que siga creciendo a tasas cercanas al 7%. • Poca importancia de la producción nacional, que no se hace un hueco en el mercado local y se destina básicamente a la exportación. Esto hace que el mercado se com- ponga básicamente de las importaciones. • Las principales partidas importadas en valor CIF en 2007 fueron por este orden: vinos en recipientes con capacidad inferior o igual a dos litros (71%), vinos espumosos (17%), vino a granel (11,7%) y otros mostos (0,07%). La falta de cultura del vino en Tailandia hace que el vino tinto sea percibido como el vino “real”, acumulando un 85% de las ventas. Oficina Económica y Comercial de la Embajada de España en Bangkok 4 EL MERCADO DEL VINO EN BANGKOK • Los principales países de origen de las importaciones de vino son: Australia, Francia, Italia, Chile y Estados Unidos. En el año 2007 el número uno en exportaciones por vo- lumen fue Italia (24% del total) y en valor CIF lo fue Austrlia (34%). Estos se sitúan a gran distancia de España, con un 0,2% de cuota de mercado por volumen y un 1% por valor CIF. • El vino importado soporta una carga impositiva extremadamente elevada, de alrede- dor del 400%. Los impuestos sobre el alcohol no gravan en función del porcentaje al- cohólico, lo que perjudica a productos de baja graduación como el vino a favor de otras bebidas como el vodka o wisky de importación. • El público objetivo del vino en Tailandia se divide en tailandeses y extranjeros. Los tai- landeses objetivo suelen ser de clase media-alta y alta, con estudios universitarios, y de entre 30-50 años. Suelen consumir a través del canal HORECA, y son conocedo- res del vino, aunque no saben distinguir entre productos y regiones. Por su parte, los extranjeros están formados por los 10,5 millones de turistas (año 2007) y la extensa comunidad de expatriados que vive en Tailandia. Su demanda es más inelásti- ca al precio y son mayores conocedores del vino. • Los factores claves de decisión para el consumo de vino en Tailandia dependen del perfil del consumidor. De este modo, el consumidor tailandés de clase media-alta, de- bido a su escaso conocimiento del mercado del vino, dará mayor importancia a la re- lación calida- precio y a continuación tendrá en cuenta el país de origen, nombre co- mercial de la bodega y tipo parietal de uva. Por el contrario, el país de origen será el factor clave de decisión para el consumidor tailandés de clase alta o cualquier otro consumidor con cierta cultura de vino. Por ese motivo, el vino procedente de Australia y otros países del Nuevo Mundo es el más demandado por la clase media-alta mien- tras que el consumidor con cultura vitivinícola se decantan por vinos del Viejo Mundo. • España no es visto como un “país de vino”. Esto se debe a varios factores, entre los que destacan: la falta de tradición vinícola en Tailandia, la baja presencia de restau- rantes de comida española (en contraste con los italianos o franceses), y el reducido número de actividades promocionales del vino español llevadas a cabo (en contraste con los países del “Nuevo Mundo”, como Australia y Chile). • El vino español que se vende es de gama media-baja y media. Debido a la competen- cia en este segmento del mercado, se ha producido un ligero reposicionamiento del vino español en los últimos años, pasando a ser de mayor calidad y precio. • Para incrementar la notoriedad de los vinos españoles se recomienda atacar a la base de la pirámide de opinión: prensa gastronómica, restaurantes de alto nivel y tiendas especializadas. Para ello las Relaciones Públicas son la herramienta más efectiva. • El gobierno tailandés ha llevado a cabo una serie de medidas para reducir el consumo de alcohol, entre las que destacan: la prohibición de la publicidad sobre el alcohol, el establecimiento de una edad mínima legal de 20 años para la compra de alcohol y la restricción del horario de venta de alcohol al por menor. Oficina Económica y Comercial de la Embajada de España en Bangkok 5 EL MERCADO DEL VINO EN BANGKOK • No obstante, los importadores admiten que ahora es un buen momento para lanzar algún país europeo y sus productos en el mercado tailandés, ya que está pasando poco a poco la moda de vinos australianos y chilenos, por lo que se abre de nuevo la oportunidad para los vinos españoles. Sin embargo, estos deberían ofrecer buena re- lación calidad-precio. Asimismo sería necesaria una mayor inversión en la promoción, tanto del vino español en general como las marcas concretas. El desarrollo de los lo- cales de comida española facilitaría en gran medida la entrada de los vinos españoles a este mercado. Oficina Económica y Comercial de la Embajada de España en Bangkok 6 EL MERCADO DEL VINO EN BANGKOK I. DEFINICION DEL SECTOR La presente nota sectorial se ha realizado durante los dos últimos meses de 2008 en la Ofici- na Comercial de España en Bangkok y analiza la situación actual del sector del vino en Tai- landia de los últimos 5 años (de 2003 a 2007). El objetivo de este informe es el de proporcionar a los operadores económicos la información y el análisis necesarios para valorar su potencial entrada en el mercado. Para la elaboración de esta nota sectorial se han usado tanto fuentes primarias como secun- darias, incluyendo, entre otras, organismos gubernamentales, entrevistas con profesionales del sector en Tailandia, visitas a centros de distribución, análisis de datos empresariales, es- tadísticas nacionales y prensa especializada. La moneda principal utilizada es el Baht, ya que es la divisa con la que trabajan la mayor par- te de las fuentes de información que se han utilizado para la realización de este estudio. El ti- po de cambio utilizado ha sido de 46 Baht por euro 1. DELIMITACIÓN DEL SECTOR El informe hace referencia fundamentalmente a toda la partida 2204 del sistema armonizado, es decir: Vino de uvas, incluso encabezado; mosto de uva, excepto el de la partida 2009. A continuación se desglosa el grupo 2204 en función de las distintas clasificaciones de vino, muchas de las cuales se han utilizado para la elaboración de las estadísticas de este informe. Oficina Económica y Comercial de la Embajada de España en Bangkok 7 EL MERCADO DEL VINO EN BANGKOK 2. CLASIFICACIÓN ARANCELARIA 22.04 VINO DE UVAS; INCLUSO ENCABEZADO; MOSTO DE UVA; EXCEPTO EL DE LA PARTIDA Nº 2009 2204.10 - Vino espumoso: - - De grado alcohólico adquirido igual o superior a 8,5% vol: 2204.10.11 - - - Champán. 2204.10.19 - - - Los demás: 2204.10.91 - - - Asti spumante. 2204.10.99 - - - Los demás: - Los demás vinos, mosto de uva en el que la fermentación se ha impedido o cortado añadiéndole alcohol: 2204.21 - - En recipientes con capacidad inferior o igual a 2 litros: 2204.21.10 - - - Vino (excepto el de la subpartida 2204 10), en botellas con tapón en forma de champiñón sujeto por ataduras o ligaduras; vino que se presente de otra forma y tenga a 20 º C una sobrepresión, debida al anhídrido carbónico disuelto, superior o igual a 1 bar pero inferior a 3 bar.
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