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Der Markt Für Alkoholische Getränke in China Zielgruppenanalyse Im Rahmen Der Exportangebote Für Die Agrar- Und Ernährungswirtschaft / Oktober 2013

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Der Markt Für Alkoholische Getränke in China Zielgruppenanalyse Im Rahmen Der Exportangebote Für Die Agrar- Und Ernährungswirtschaft / Oktober 2013 Der Markt für alkoholische Getränke in China Zielgruppenanalyse im Rahmen der Exportangebote für die Agrar- und Ernährungswirtschaft / Oktober 2013 www.bmelv.de/export INHALTSVERZEICHNIS Inhalt 1 Einleitung ................................................................................................................................................. 6 2 Management Summary ............................................................................................................................ 7 3 Überblick über Politik und Wirtschaft im Zielland ................................................................................. 10 3.1 Politischer Hintergrund .......................................................................................................................... 10 3.1.1 Geographische Lage ............................................................................................................................... 11 3.1.2 Demographische Daten .......................................................................................................................... 12 3.1.3 Stärkere Kontrollen in der Lebensmittelsicherheit ................................................................................ 14 3.2 Wirtschaft, Struktur und Entwicklung .................................................................................................... 15 3.2.1 Entwicklung des chinesischen Bruttoinlandsproduktes ......................................................................... 15 3.2.2 Einkommensverteilung .......................................................................................................................... 17 3.3 Wirtschaftsbeziehungen zwischen Deutschland und dem Zielland ....................................................... 18 3.3.1 Importe zwischen China und Deutschland 2011 - 2012 ......................................................................... 19 3.3.2 Wachsender chinesischer Importmarkt bei Lebensmitteln und Getränken im Jahr 2012..................... 20 3.4 Investitionsklima und –förderung im Zielland ....................................................................................... 21 3.4.1 Hohe Investitionen und neue Unternehmen innerhalb der Industrie ................................................... 21 3.4.2 Chinas Beitritt zur WTO und Auswirkungen auf den Lebensmittelimport ............................................. 23 3.4.3 Lebensmittelsicherheit und Investitionsanforderungen innerhalb der Industrie .................................. 24 4 Überblick über die Agrar- und die Ernährungswirtschaft im Zielland .................................................... 25 4.1 Struktur/Schwerpunkte .......................................................................................................................... 25 4.1.1 Chinas landwirtschaftliche Anbauflächen im Jahr 2012......................................................................... 25 4.1.2 Chinas landwirtschaftliche Erträge im Jahr 2012 ................................................................................... 26 4.2 Konsumverhalten ................................................................................................................................... 28 4.2.1 Analyse der Verbrauchsstruktur ............................................................................................................ 28 4.2.2 Verbraucherpräferenz ............................................................................................................................ 30 4.2.2.1 Starre und einkommensabhängige Nachfrage nach Lebensmitteln ...................................................... 30 4.2.2.2 Regionale Konsumgewohnheiten .......................................................................................................... 31 4.2.2.3 Einfluss der Jahreszeiten auf den Lebensmittelkonsum ........................................................................ 31 4.3 Gesetzliche Rahmenbedingungen .......................................................................................................... 32 4.3.1 Zuständige Behörden innerhalb der Lebensmittel- und Getränkeindustrie .......................................... 32 4.3.2 Wichtige Gesetze und Vorschriften der Lebensmittel- und Getränkeindustrie ..................................... 32 3 4.4 Investitionsklima .................................................................................................................................... 33 4.4.1 Investitionen in der Landwirtschaft ....................................................................................................... 35 4.4.2 Investitionen im Lebensmittelbereich ................................................................................................... 35 4.5 Neue Entwicklungen .............................................................................................................................. 36 4.5.1 Entwicklungschancen durch die neu vorgeschlagene Agrarpolitik des "18. National Congress“ .......... 36 4.5.2 Entwicklungschance in der Lebensmittelindustrie unter der makroökonomischen Steuerung ............ 37 4.5.3 Großes Potenzial in der Marktentwicklung ............................................................................................ 37 5 Ausführungen zur Branche im Zielland .................................................................................................. 40 5.1 Markt/Sektoren ...................................................................................................................................... 40 5.1.1 Marktvolumen alkoholischer Getränke in China 2011 – 2012 ............................................................... 40 5.1.2 Produktionsleistung alkoholischer Getränke in China 2011-2012 ......................................................... 41 5.1.3 Pro-Kopf-Verbrauch alkoholischer Getränke 2011 – 2012 .................................................................... 42 5.1.4 Umsatzerlöse in der Industrie für alkoholische Getränke in China 2011 - 2012 .................................... 44 5.1.5 Umsatzvolumen innerhalb Chinas Industrie für alkoholische Getränke 2011 - 2012 ............................ 45 5.1.6 Umsatz-Produktionsverhältnis in der chinesischen Industrie für alkoholische Getränke ..................... 46 5.1.7 Produkt-Segmente innerhalb der alkoholischen Getränkeindustrie 2011-2012 ................................... 47 5.1.8 Wichtige Unternehmen und Marken auf Chinas Markt für alkoholische Getränke .............................. 53 5.1.8.1 Marken der chinesischen Industrie für alkoholische Getränke ............................................................. 53 5.1.8.2 Wichtige Unternehmen der chinesischen Industrie für alkoholische Getränke .................................... 60 5.2 Konsum .................................................................................................................................................. 62 5.2.1 Nachfrage nach alkoholischen Getränken ............................................................................................. 62 5.2.2 Verbraucherpräferenzen bei alkoholischen Getränken ......................................................................... 63 5.2.3 Preisentwicklung innerhalb der Industrie für alkoholische Getränke 2011 – 2012 ............................... 64 5.2.4 Produktstrategien in der Industrie für alkoholische Getränke Chinas ................................................... 65 5.3 Import und Export in der chinesischen Industrie für alkoholische Getränke ........................................ 67 5.3.1 Eigenschaften des Import- und Exportmarktes ..................................................................................... 67 5.3.2 Importgesamtmengen von Alkohol aus verschiedenen Ländern........................................................... 68 5.3.3 Einfuhrstruktur der wichtigsten alkoholischen Erzeugnisse .................................................................. 70 5.3.4 Importarten in der chinesischen Industrie für alkoholische Getränke .................................................. 71 5.3.5 Hauptverpackungsformen von importierten, alkoholischen Getränken ............................................... 72 5.3.6 Unternehmensform der Importeure in der chinesischen Industrie für alkoholische Getränke ............ 73 5.4 Recht ...................................................................................................................................................... 75 5.4.1 Registrierungsverfahren für Importeure und Exporteure ...................................................................... 75 5.4.2 Importlizenzen ....................................................................................................................................... 75 4 5.4.3 Importverfahren ..................................................................................................................................... 78 5.4.4 Verpackungsrichtlinien für alkoholische Getränke ................................................................................ 78 5.4.5 Produktkennzeichnung von alkoholischen Getränken ........................................................................... 79 5.4.6 Markeneintragung ................................................................................................................................. 79 5.4.7 Distribution/Vertrieb.............................................................................................................................
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