China importing beer
China is the largest country which has the best beer market in the world. It produces forty-five billion litres per year which is two times of what the United States provides, and five times of what Germany consumes. The statistics which was done in China about beer, it represents 75 per cent of the total amount of alcohol consumption in terms of volume. The mass-consumed beer market in China has been increasing over the years compared to the last few years. The capacity of the total beer market had been reducing because of the increase of the production and consumptions of their mass-consumed beer segment. But nowadays, China is showing a rapidly growth of their total beer market.
The imports of beer have been increasing by double for the last five years. For example, China imports beer of around 750 million USD in 2017. Germany is known to be the best beer exporter to China among the European nations. But they’re even the other European countries have some essential shares of the total imported beer market in China. Due to the increase of the millennial and the rise of wealth, Chinese consumers have a more nuanced view of brands. Their products are increasing in quality, value and services hence resulting in foreign brands. The best selling beer in China is the Snow beer which is produced by the CR snow, and it holds around 21.7 per cent of the market share. There are a lot of leading international brewers who are interested in joining ventures with the Chinese breweries and also the famous international brands such as Carlsberg which are produced in China. With this, it gives them full access to the Chinese markets by providing the capital and expertise to help in upgrading the local brewing standards.
Chinese have different distribution channels for targeting the countries that have the interest of having a new product from the Chinese beer market. China has been selling imported beers online, and it has been working great for the last couple of years. It is the best way to attract customers. The first channel is the beer imported on China through the method of E-commerce. The electronic commerce is very popular with Chinese consumers who are looking for imported beer products. The most famous shopping avenues which target the consumers are the horizontal E-commerce platforms, vertical platforms and the cross-border channels. Electronic commerce can be used to reach all over China’s beer markets. But for the craft beer, the chain of E-commerce can only be used effectively on the urban areas. It is so unfortunate for the people who live in rural areas since they have a little awareness of niche products.
The next channel used in China is distributing beers in hotels and restaurants. The traditional Chinese hotels served mass-consumption alcohol, with big bottles of local brands. It is compared to the western style since they serve high-end products which include craft alcohol and they are very expensive drinks. The example of the of this category of western style is the international hotels and bars. The other distribution channel that Chinese use to distribute their beer products is in bars and breweries. The importations of beer in these places are increasing in the past few years in many of the cities. For Chinese to engage themselves in craft beers, they should have a broad audience of foreigners. The best way to interact with them is by offering imported products that are hardly found in other places. Most people who go to bars and breweries are the Chinese and the foreigners who have the age of between 20 to 40. The last channel which they use to promote their brands is on offline events. There are lots of small events and large fairs where craft beer brands and producers promote and sell their products. Most of the youths of around 20 to 35 years of age tend to attend summer festivals, and obviously, many of them use beers as a form of having pleasure.