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Estudio De Mercado Sobre El Sector De Las Conservas Y Los Congelados En China

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Estudio De Mercado Sobre El Sector De Las Conservas Y Los Congelados En China CONSULADO GENERAL DE ESPAÑA – OFICINA ECONÓMICA Y COMERCIAL 25th FLOOR, WEST GATE MALL, 1038 NANJING XILU, 200041 SHANGHAI - R.P. CHINA TELFS.: 6217 2620. FAX: 6267 7750. E-MAIL: [email protected] ESTUDIO DE MERCADO SOBRE EL SECTOR DE LAS CONSERVAS Y LOS CONGELADOS EN CHINA Abril de 2001 Fernando Comenge Fuentes Becario ICEX Sebastian Sun INDICE INDICE___________________________________________________________________ 2 1. INTRODUCCION ________________________________________________________ 5 2. RESUMEN Y CONCLUSIONES ____________________________________________ 7 3. PANORAMICA GENERAL DEL PAIS _______________________________________ 9 3.1. Entorno Socio-Económico de China______________________________________ 9 Tabla 3.1 Población Principales Ciudades Chinas ___________________________ 10 Tabla 3.2 Composición del PIB por Ramas de Actividad______________________ 10 Tabla 3.3 Evolución Tipos de Cambio ____________________________________ 12 3.2. Entorno Marco del Sector _____________________________________________ 14 4. ANALISIS DE LA DEMANDA_____________________________________________ 16 Gráfico 4.1 Evolución del Porcentaje de Posesión de Aparatos Refrigeradores en China ______________________________________________________________ 16 Tabla 4.1 Renta per Cápita Hogares Urbanos y su Indice _____________________ 17 Gráfico 4.2 Porcentaje de Posesión de Aparatos Microondas en la tres Principales Ciudades Chinas: Beijing, Shanghai y Guangzhou. Año (1999) ________________ 18 4.1. Consumo Aparente___________________________________________________ 19 Método 1 _________________________________________________________ 19 Método 2 _________________________________________________________ 19 Tabla 4.2 Habitantes y Gasto Medio Anual per cápita en Comida _______________ 20 4.2. Perfil del Consumidor Chino __________________________________________ 21 Tabla 4.3 Renta per Cápita Anual de la Población Urbana. Año 1999____________ 21 Gráfico 4.3 Evolución Ahorro per Cápita Chino (Pesetas)_____________________ 23 4.3. Tipos de Consumidor_________________________________________________ 23 Gráfico 4.4 Desglose por Edades de los Decisores de Compra en Shanghai _______ 24 Gráfico 4.5 Decisores de Compra en Shanghai por Sexo ______________________ 24 Jóvenes (18 a 35 Años) ______________________________________________ 24 Mediana Edad (36 a 55 Años)_________________________________________ 25 Mayores de 55; "Generación Perdida" __________________________________ 25 "Pequeño Emperador" _______________________________________________ 25 Hoteles y Restaurantes ______________________________________________ 26 4.4. Factores Determinantes de la Demanda__________________________________ 26 Tabla 4.4Valoración de Atributos que influyen en el proceso de Compra de Productos Alimenticios ________________________________________________________ 26 Precio____________________________________________________________ 27 Gráfico 4.6 Porcentaje de Sobreprecio que los Consumidores de Shanghai están dispuestos a Pagar por tratarse de un Producto de Importación _________________ 27 Adaptación al Mercado Chino_________________________________________ 28 Tabla 4.5 Preferencia de los Consumidores en Etiquetado_____________________ 28 Certeza de Calidad _________________________________________________ 28 2 4.5. Análisis de las Importaciones __________________________________________ 29 Tabla 4.6 Importación de Productos Congelados de la República Popular China (Miles de Pesetas) ____________________________________________________ 29 Tabla 4.7 Importación de Productos Conservados de la República Popular China (Miles de Pesetas) ____________________________________________________ 31 4.6. Perspectivas_________________________________________________________ 32 5. ANALISIS DE LA OFERTA_______________________________________________ 33 5.1. Producción y Localización Geográfica de la Industria______________________ 33 Conservas ________________________________________________________ 33 Tabla 5.1 Producción China de Conservas por Tipo de Producto. Año 1998_______ 33 Gráfico 5.1 Localización Industria Conservera______________________________ 34 Congelados _______________________________________________________ 35 Tabla 5.2 Producción Alimentos Congelados en China. Año 1999 (Millones de Toneladas) _______________________________________________ 36 5.2. Productos___________________________________________________________ 36 5.3. Competencia ________________________________________________________ 38 Estados Unidos ____________________________________________________ 38 Australia y Nueva Zelanda ___________________________________________ 38 Italia_____________________________________________________________ 38 Países del Sudeste Asiático ___________________________________________ 39 5.4. Análisis de las Exportaciones __________________________________________ 39 Tabla 5.3 Exportación de Productos Congelados de la República Popular China (Miles de Pesetas) ____________________________________________________ 39 Tabla 5.4 Exportación de Productos Conservados de la República Popular China (Miles de Pesetas) ____________________________________________________ 41 6. FACTORES DE COMERCIALIZACIÓN ____________________________________ 42 6.1. Distribución_________________________________________________________ 42 Agente en Hong Kong_______________________________________________ 43 Agente en China (Continental) ________________________________________ 43 Distribución Directa ________________________________________________ 43 6.2. Estructura Comercial ________________________________________________ 43 Hipermercados y Centros Comerciales__________________________________ 44 Tabla 6.1 Mayores Hipermercados de la Costa de China ______________________ 44 Tabla 6.2 Diez Mayores Centros Comerciales de China por Ventas _____________ 45 Supermercados y Pequeñas Tiendas ____________________________________ 45 Tabla 6.3 Mayores Supermercados de la Costa de China______________________ 46 Puestos Callejeros __________________________________________________ 46 Tiendas Abiertas 24 Horas (Convenience Stores)__________________________ 46 Tabla 6.4 Tiendas 24 Horas en Guangdong y Shanghai _______________________ 47 6.3. Localización Geográfica de la Distribución_______________________________ 47 6.4. Marketing, Publicidad y Promoción_____________________________________ 48 6.5. Precios, Márgenes Comerciales y Aranceles de Importación ________________ 48 Precios y Márgenes Comerciales ______________________________________ 48 Tabla 6.5 Comparativa Establecimientos __________________________________ 48 Aranceles_________________________________________________________ 49 3 6.6. El Personal _________________________________________________________ 50 6.7. El Transporte _______________________________________________________ 50 Tren _____________________________________________________________ 50 Transporte por tren en container privado ________________________________ 51 Carretera _________________________________________________________ 51 Barco ____________________________________________________________ 52 Avión____________________________________________________________ 52 Gráfico 6.1__________________________________________________________ 52 Composición Transporte de Mercancías por Medios de Transporte______________ 52 7. ANALISIS D.A.F.O.______________________________________________________ 53 8. ENTREVISTAS _________________________________________________________ 54 Entrevista nº1 -- Portman Deli (Supermercado) ______________________________ 55 Entrevista nº2 -- Food News (Revista Especializada) __________________________ 59 Entrevista nº 3 -- Asociación de Comida Congelada de Shanghai ________________ 61 Entrevista nº 4 -- Shanghai San Cheng / Goodwell Shanghai (Distribuidor) _______ 63 Entrevista nº5 -- Shanghai Yue Xiang Trade Co., Ltd. (Compañía Trader)________ 66 Entrevista nº6 -- Park n´Shop (Supermercado) _______________________________ 68 Entrevista nº7 -- Shanghai Maling Food Co., Ltd. (Fabricante de Conservas)______ 71 Entrevista nº8 -- Shanghai TBWA Lee Davis Advertising Co., Ltd. (Agencia de Publicidad) __________________________________________________ 73 Entrevista nº9 -- Carrefour China (Hipermercado) ___________________________ 74 Entrevista nº10 -- Asociación China de la Industria Conservera (Asoc. Sectorial) __ 76 Entrevista nº11 -- Shanghai Orient Shopping Center (Centro Comercial) _________ 77 Entrevista nº12 -- Always Cafe (Restaurante) ________________________________ 79 9. ANEXOS_______________________________________________________________ 80 Anexo I - Partidas Taric Incluidas__________________________________________ 80 Anexo II- Normativa sobre el Etiquetado en China____________________________ 83 Anexo III - Listado de Importadores y Distribuidores _________________________ 91 Anexo IV - Clasificación de Mercados Urbanos según AC Nielsen ______________ 129 Anexo V - Análisis Importación Principales Partidas _________________________ 130 Anexo VI - Análisis Exportación Principales Partidas ________________________ 133 Anexo VII - Transcripción Artículo de Prensa China Online __________________ 136 Anexo VIII - Aranceles de Importación ____________________________________ 138 Anexo IX - Surtido Conservas y Congelados Tienda 24 Horas LAWSON´S y Supermercado LIANHUA _______________________________________________ 140 Anexo X - Listado Organismos Oficiales Sector Agroalimentario_______________ 141 4 1.
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