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Zielgruppenanalyse Getränke V Der Markt für Getränke in Vietnam Zielgruppenanalyse im Rahmen der Exportangebote für die Agrar- und Ernährungsindustrie / Februar 2014 www.bmel.de/export Inhalt 1 Einleitung .................................................................................. 6 2 Zur Geopraphie, Politik und Wirtschaft Vietnams ....................................... 8 2.1 Länderprofil Vietnam ...................................................................................................... 8 2.2 Zur Geographie Vietnams ................................................................................................ 9 2.3 Zur Demographie Vietnams ............................................................................................11 2.4 Bildung und Bildungsniveau in Vietnam ..........................................................................12 2.5 Die politischen Rahmenbedingungen Vietnams ..............................................................14 2.6 Die wirtschaftliche Entwicklung Vietnams .....................................................................16 2.7 Der Außenhandel Vietnams ............................................................................................18 2.8 Ausländische Direktinvestitionen in Vietnam .................................................................21 2.9 Infrastuktur, Transportwege und Logistik ......................................................................24 2.9.1 Straßennetz ................................................................................................................24 2.9.2 Schienenverkehr .........................................................................................................25 2.9.3 Binnengewässer und Seehäfen ....................................................................................25 2.9.4 Flug(fracht)verkehr .....................................................................................................26 3 Doing Business in Vietnam ................................................................ 27 3.1 Investitionsbedingungen in Vietnam ...............................................................................27 3.2 Geschäftspraxis in Vietnam ............................................................................................29 3.3 Investitionsförderung und Industriezonen in Vietnam ....................................................30 3.4 Die Wareneinfuhr nach Vietnam .....................................................................................32 3.5 Die Warenausfuhr aus Vietnam ......................................................................................34 4 Die Agrar- und Ernährungsindustrie in Vietnam ........................................ 35 4.1 Ordnungspolitische Rahmenbedingungen im Agrarsektor Vietnams ...............................35 4.2 Die Agrar- und Ernährungswirtschaft in Vietnam ...........................................................36 4.2.1 Die Landwirtschaft ......................................................................................................37 4.2.2 Lebensmittelverarbeitung ...........................................................................................38 4.3 Kaufkraft und Konsumeigenschaften ..............................................................................40 5 Die Getränkeindustrie in Vietnam ....................................................... 43 5.1 Der vietnamesische Markt für alkoholfreie Getränke .....................................................45 5.1.1 Der Markt für Wasser ..................................................................................................47 3 5.1.2 Der Markt für kohlesäurehaltige Erfrischungsgetränke ...............................................48 5.1.3 Der Markt für trinkfertigen Tee und Funktionsgetränke .............................................49 5.1.4 Konsum und Konsumentwicklung ................................................................................49 5.2 Der vietnamesische Markt für alkoholische Getränke ....................................................51 5.2.1 Der vietnamesische Markt für Bier ..............................................................................51 5.2.2 Konsum und Konsumentwicklung für Bier in Vietnam .................................................54 5.2.3 Der vietnamesische Markt für Spirituosen in Vietnam ................................................56 5.2.4 Konsum und Konsumentwicklung für Spirituosen in Vietnam ......................................58 5.2.5 Der vietnamesische Markt für Wein ............................................................................59 5.2.6 Konsum und Konsumentwicklung für Wein in Vietnam ...............................................62 6 Markteintritt und Vertriebs- und Distributionsstrukturen in Vietnam ............... 65 6.1 Markteintrittsstrategie ...................................................................................................65 6.1.1 Markteintritt über einen vietnamesischen Vertriebspartner .......................................66 6.1.2 Repräsentanzbüro .......................................................................................................68 6.2 Import ............................................................................................................................69 6.2.1 Zolltarife .....................................................................................................................69 6.2.2 Etikettierung ...............................................................................................................71 6.3 Steuern und Preise .........................................................................................................72 6.3.1 Beispielhafte Preiskalkulation ....................................................................................73 6.3.2 Preise importierter alkoholischer Getränke ................................................................74 6.4 Vertriebs – und Absatzkanäle für Getränke in Vietnam ..................................................75 6.5 Messen der Getränkeindustrie in Vietnam ......................................................................79 7 SWOT-Analyse und Fazit .................................................................. 82 7.1 SWOT-Analyse: Getränkewirtschaft Vietnam .................................................................82 7.2 Potenziale deutscher Unternehmen in der Getränkeindustrie Vietnams ........................85 8 Branchenakteure .......................................................................... 90 8.1 Relevante Ministerien und Behörden ..............................................................................90 8.2 Kontaktadressen: Institutionen, Verbände, Organisationen ...........................................92 8.3 Kontaktadressen: Marktakteure .....................................................................................94 9 Anhang ................................................................................... 106 10 Abkürzungsverzeichnis ................................................................. 116 11 Abbildungsverzeichnis .................................................................. 118 4 12 Tabellenverzeichnis ..................................................................... 119 13 Quellenangaben ......................................................................... 120 5 1 Einleitung Finanz- und Wirtschaftsexperten sind sich einig, mit den Next-Eleven Ländern drängt eine neue Generation an Schwellenländern in den Weltmarkt, die neben riesigen Entwicklungspotenzialen, auch neue, noch ungenutze Absatzmöglichkeiten für deutsche Unternehmen bieten. Zu den spannendsten und aussichtsreichsten Absatzmärkten der Next- Eleven gehört Vietnam.1 Ein überdurchschnittliches Wirtschaftswachstum und ein für den Konsum prädestiniertes demographisches Fenster versprechen dem Land und deutschen Unternehmen vielversprechende Zukunftsaussichten. Wer sich auf den Weg in den fernen Südosten Asiens begibt, der stößt auf einen Markt, der über seine ganz eigene Dynamik verfügt und deutsche Unternehmen vor Herausforderung stellt, die mit westlichen Lösungsansätzen nur selten zu bewältigen sind. Die Erschöpfung der Potenziale steht daher jenen zu, die den Markteintritt langfristig und strategisch planen und sich weder von Verheißungen, noch überschwänglichen Erwartungen blenden lassen. Mit dem Schwerpunkt der Getränkeindustrie in Vietnam, umfasst die nachfolgende Zielmarktanalyse einen Markt, der durch steigende Einkommen, verstärkt westlich orientierten Konsumansprüchen und einer zunehmend modernisierten Vertriebsstruktur, insbesondere in den letzten Jahren deutlich an Dynamik gewann. Laut Experten eine Entwicklung, die sich auch in den nächsten Jahren fortsetzen dürfte und deutschen Unternehmen neue Chancen ermöglicht, vom „boomenden“, aber hart umkämpften vietnamesischen Markt für Getränke zu profitieren. Die vorliegende Studie soll den deutschen Unternehmen als Informationsgrundlage dienen, einen Überblick über den vietnamesischen Markt für Getränke zu gewinnen. Neben einer umfassenden Einführung in den Wirtschaftsstandort Vietnam, wird der Markt für Getränke detailliert beschrieben und Potenziale für deutsche Unternehmen selektiert. Darüber hinaus 1 Der Begriff der Next – Eleven geht auf den Volkswirt Jim O’Neill zurück. Aufgrund ihrer hohen Bevölkerungszahl wird den Ländern ähnliche Wachstumsmöglichkeiten wie den BRIC Staaten (Brasilien, Russland, Indien und China) zugeprochen. Next
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