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MBA essay 格式:Analysis of Export Market Potential for New Zealand Cider Producer

论文价格: 免费 时间:2021-12-22 14:49:12 来源:www.ukassignment.org 作者:留学作业网

本文是MBA专业的留学生论文范例,题目是“Analysis of Export Market Potential for New Zealand Cider Producer(新西兰苹果酒生产商的出口市场潜力分析)”这家Z苹果酒公司位于霍克斯湾,因为这里占新西兰苹果收成的一半,也是新西兰40%夏季水果的产地。通过霍克斯湾(Hawkes Bay)的一家小型苹果酒生产商,这家公司雄心勃勃。Z是其旗舰苹果酒,这是一种手工制作的传统苹果酒,使用新鲜压榨的新西兰苹果汁和来自丰富而肥沃的霍克斯湾的全天然成分,创造出一种真正的新西兰苹果酒,味道更干、更脆。苹果酒是新西兰所有东西的冠军;新鲜,环保制造,反映所有清洁和绿色的东西。

Brief description of the product 产品简介

This Z cider business is based in Hawkes Bay as it represents half of NZ apple harvest and home to 40% of NZ's summer fruit. Through a small cidery producer in Hawkes Bay, the business is with big ambitions. Z is its flagship cider, a hand- crafted traditional cider that uses freshly pressed NZ apple juice and all-natural ingredients from the rich and fertile Hawkes Bay, creating an authentic New Zealand cider with a drier, crisper flavour. The cider champions all things NZ; freshness, environmentally conscious manufacturing and reflecting all things clean and green. This Z Cider has always enjoyed a local following, although it has struggled to gain distribution further afield. The cider market has become highly competitive and Team A is commissioned to come up with a plan to focus on Z Cider's value proposition and to help it achieve export growth, especially in the fastgrowing Chinese market.

MBA essay范例

MBA essay范文

Statement of the offering value proposition in the target market 在目标市场提供价值主张的陈述

Unlike many brands that produce cider from concentrate loaded with sugar, Z Ciders use natural juice from freshly crushed Hawke's Bay apples. Taking advantage of New Zealand's isolated location protected by natural barriers, as well as the temperature extremes moderated by surrounding ocean, Z cider boasts for its natural ingredients from the world's most ideal climate and soils.

不同于许多品牌用浓缩糖生产苹果酒,Z苹果酒使用霍克湾新鲜压碎的天然果汁。利用新西兰被自然屏障保护的与世隔绝的位置,以及被周围的海洋缓和的极端温度,Z苹果酒自称其天然成分来自世界上最理想的气候和土壤。

Outside of the award-winning core red and green apple range, Z also produces world-leading, "new world" style ciders such as hopped and apple crumble ciders, using innovative local ingredients like kawakawa and NZ hops. Z Cider also produces nine varieties of cider.

 

Consumers of craft products imported into China often measured the worth of a product by the perception of authenticity in regards to its origin as well as the product's overall shelf appeal.

 

Z cider will differentiate itself by focusing on its authenticity, prestige, and visually appealing design.

 

3. Analysis of the market leader in the target market 分析目标市场的市场领导者

The cider market is experiencing rapid international growth with the global market picked to grow from US$10.7 billion in 2016, to US$16.3 billion in 2023. Here at NZ, cider is one of the fastest growing alcohol categories with grocery sales alone now reaching $54m per annum.

苹果酒市场正在经历快速的国际增长,预计全球市场将从2016年的107亿美元增长到2023年的163亿美元。在新西兰,苹果酒是增长最快的酒类之一,单是食品杂货的销售额就达到了每年5400万美元。

Anheuser-Busch InBev NV/SA is the leading player in the Chinese beer & cider market, generating a 26.4% share of the market's value. China Resources Enterprises accounts for a further 18.2% of the market.

Within the cider market, the largest company in China market is Carlsberg A/S, the company behind the Somersby brand, which held 27% of China's market share in 2017. Heineken NV, which produces the Strongbow brand, was the second largest company in the market and held a market share of 23.6% in mainland China in 2017.21 22

 

Somerby came to mainland China in 2016 and instantly became the leading brand, due in large part to the company's promotion strategy. Carlsberg focused on major cities where people prefer a relatively slower pace of life (specifically Chengdu, Guangzhou, and Chongqing) and collaborated with the Strawberry Music Festival, which is popular among the young and creative demographic who are often social media influencers.

 

CARLSBERG A/S

Carlsberg A/S (Carlsberg) is a brewing company that is involved in the production, marketing and sale of beer under more than 140 brands. The company's brand portfolio includes well-known international premium brands such as Carlsberg, Tuborg, Kronenbourg, 1664, Grimbergen and Somersby, and strong local brands such as Ringnes in Norway, Baltika in Russia, FIX ANEY in Greece and Lvivske in Ukraine. Apart from beer, the company also produces soft drinks and other beverages. Carlsberg serves customers in more than 150 markets. The company manages the duty free and travel retail business among leading operators in airports, airlines, ferry lines, border trade and more.

The company operates through three geographic segments: Western Europe, Eastern Europe and Asia.

 

The Asia segment of Calsberg comprises business operations across Cambodia, China, Hong Kong, India, Laos, Myanmar, Malaysia, Nepal, Singapore, and Vietnam. Carlsberg operates through a network of 42 breweries in Asia, with majority of them in China alone. In FY2017, Laos and Cambodia each accounted for 47 liters of per capita beer consumption, followed by Vietnam (43 liters), China (27 liters), Hong Kong (24 liters), Singapore (22 liters), Myanmar (8 liters), Malaysia (6 liters), Nepal (3 liters) and India (2 liters).

 

In China, the company sells its products under Dali, Somersby, Carlsberg and several other brand names.

For the beer & cider market, the international brands are driving growth but there are also domestic companies entering the market. While international cider producers are mostly from the beer or wine industries, new Chinese producers come primarily from the fruit processing industries. The Chinese company Shaanxi Lan Hai Fruit Co, which produces Malan Mountain Cider, was originally in the apple trading and storage business. Their cider, which advertises it's organically grown raw materials and specified origin, is only one area of apple product development for the company.23 24

 

4. Industry analysis of the product sector in the target market 对目标市场中产品部门的行业分析

Craft beer is relatively new to China, cider is an even newer introduction. The volume of the Chinese beer market is stagnating. Even though China's consumption per capita is comparable to the world's average, this average and China's enormous population makes it the largest beer market in the world . It is twice the size of the US beer market in volume.

精酿啤酒在中国相对较新,苹果酒在中国则更晚。中国啤酒市场的规模正在停滞不前。尽管中国的人均啤酒消费量与世界平均水平相当,但这个平均水平加上中国庞大的人口,使其成为世界上最大的啤酒市场。它的市场规模是美国啤酒市场的两倍。

 

The Chinese beer & cider market recorded moderate growth during the period 2013-2017. It remained at a value of $75,384.8 million in 2017. In 2022, the market is forecast to have a value of $95,531.6 million, an increase of 26.7% since 2017. The growth of the market is expected to accelerate over the forecast period of 2017-2022.[1]

 

The cider segment consists of apple cider, flavored cider, pear cider and seasonal cider. The market is valued according to retail selling price (RSP) and includes any applicable taxes.

 MBA essay怎么写

MBA essay怎么写

The Chinese beer & cider market remained at a value of $75,384.8 million in 2017.

Beer is the largest segment of the beer & cider market in China, accounting for 99.9% of the market's total value. The Cider segment accounts for the remaining 0.1% of the market.

Five forces analysis

The beer & cider market will be analyzed taking manufacturers of beer as players. The key buyers will be taken as retail and on-trade companies, and producers of malted grain, hops and bottles or barrels as the key suppliers.

Competitive Rivalry 竞争激烈的竞争

High fixed costs and a fairly consolidated market work to drive up rivalry, although moderate market growth has served to alleviate this somewhat.

高的固定成本和相当统一的市场促使竞争加剧,尽管适度的市场增长在一定程度上缓解了这种情况。

Buyer Power 买方势力

Buyer power in this market is driven up by low switching costs and the large size of many buyers, but tempered by buyers' need to stock a wide variety of beers in order to remain competitive.

在这个市场中,低转换成本和众多买家的庞大规模推动了买方的力量,但为了保持竞争力,买家需要储备多种啤酒,这也削弱了买方的力量。

Supplier Power 供应商的实力

Many suppliers in this market, particularly hop growers, are small and numerous, limiting their ability to influence market players. Larger breweries are usually also capable of some degree of vertical integration, weakening suppliers' positions further. Raw materials are important to this industry though, and not all suppliers depend on the beer industry primarily; both of these factors strengthen supplier power.

这个市场上的许多供应商,特别是啤酒花种植者,规模小,数量多,限制了他们影响市场参与者的能力。大型啤酒厂通常也有一定程度的垂直整合能力,这进一步削弱了供应商的地位。虽然原料对这个行业很重要,但并不是所有的供应商都主要依赖啤酒行业;这两个因素都加强了供应商的力量。

Threat of New Entry 新加入的威胁

For new entrants, the heavy investment required in production capacity constitutes one barrier and government regulation another. Higher-end beers can command higher prices, however, which can allow smaller players an initial foothold in the market as a microbrewery.

对于新进入者来说,生产能力所需的大量投资是一个障碍,政府监管是另一个障碍。然而,高端啤酒可以获得更高的价格,这可以让规模较小的公司以微型啤酒厂的形式在市场上获得初步立足点。

Threat of Substitution 替代品的威胁

Switching costs in this market are fairly low which increases the risk of substitutes, and alternatives such as wines or spirits are often cheaper and easier to store and transport. On the other hand, most buyers will need to stock a range of alcoholic and non-alcoholic beverages, making it difficult to forego beer completely.

这个市场的转换成本相当低,这增加了替代品的风险,而葡萄酒或烈酒等替代品往往更便宜,更容易储存和运输。另一方面,大多数买家需要储备一系列含酒精和不含酒精的饮料,因此很难完全放弃啤酒。

 

Instead of the commonly used standard, premium and super-premium segmentation for beer & cider markets, I have used a different one that represents in a more accurate way the Chinese market.

 

I have divided the market into 3 segments:

Mass-consumed Chinese beer

Leisure beer & cider

Craft beer and foreign brands on tap

 

Mass-consumed Chinese beer

Chinese brands domestically brewed.

Low-priced Beginning at circa 1.0 Euro per liter* both in foodservice and retail.

600 ml returnable bottles the most common format in foodservice. 330 ml and 500 ml cans in retail.

Consumed by people across all income levels, everywhere in China

Homogeneous pale lagers with low alcohol percentage (around 3%)

Largest brands: Snow, Tsingtao, Yanjing and Harbin

Mature market, decreasing 3% annually for the last 3 years

Consumed along with meals

 

Leisure beer & Cider

Foreign brands, domestically and internationally brewed

High-price Price on average 12.6 Euro per litre* in bars

Served in 330 ml bottles, or 500 ml if produced abroad (e.g. Franziskaner)

Consumed by urban and high-income consumers

Consumed mostly in T1 and T2 cities

All sorts of beer types

Many brands competing in this segment

Growing market. Largest part of the import total
that grew 38% in 2017 corresponds to this segment.

Stand-alone consumption or with finger food, at home and bars

 

Craft & foreign beer on tap

Domestically and internationally brewed

Very high-prices 13.8 Euro average per litre in bars*

Typically served in 400-500 ml glass

Consumed by urban, young, high-income consumers

Mostly T1, then T2

Many different beer types, though Ales prevail

There are few options yet, more widely available beers are acquired and distributed by AB InBev

Market is growing exponentially

Consumed either with Western-style meals or stand-alone.

 

MARKET SEGMENTATION 市场细分

5. Resources and capabilities analysis in the target market 目标市场的资源和能力分析

Two beverage products in New Zealand emerge as "growth stars" for export cider and other flavoured beverages from an evaluation of ten years of product-level trade growth.

通过对10年来产品级贸易增长的评估,新西兰有两种饮料产品——苹果酒和其他调味饮料——成为出口的“增长之星”。

Cider exports are growing and the product leverages New Zealand's strengths in apples and other fruit; performance of peers suggest stronger growth is possible in this rapidly developing category.

Chinese consumers respond well to the use of natural ingredients and lack of artificial colors and flavorings. They assume international brands are a guarantee of quality, especially with help of award winning, and have beautiful presentation. They like authenticity, prestige, and visually appealing packaging. Foreign ciders have a certain amount of prestige attached to them. Female Chinese drinkers are moving more towards fashionable alcoholic fruit sodas as an alternative to other alcoholic drinks.

Key Strategic Capability

Resources


Competence

Islands in the middle of the South Pacific that have the area of Italy, but with only the population of Singapore; therefore relatively unspoilt

Ready supply from nearby apple growers in Howkes Bay. Great quality water supply.

Strong and growing success in premium/super-premium wine, beer & cider.

Closer shipping distances to Asia compared to European competitors.

Demonstrated capabilities in beverage production.

Leading craft cider brand, the largest independent, dedicated cider producer in New Zealand.

Physical

Currently export to nine markets around the world. Experienced with developing offshore sales representatvie team to penetrate local markets.

State-of-the-art site with the capacity to produce over 2 million litres of cider per annum.

Strong domestic distributor that drive domestic growth by 72%

Strong in digital marketing execution.

Internationally awarded quality.

Strong sales growth 70%, from $1.6m to $2.8m in 2017.

Estimated 10m revenue by 2021.

Finance

Strong capability of raising fund. successful capital raise of $1.2m in March 2017 & 2.4m in 2018.

Passionate founder-led team has strong ability to execute.

Human

Team with extensive wine and cidermaking experiences and has a wide-ranging production skill set and specialises in new product development.

 

6. Entry Strategy to the target market 进入目标市场的策略

While craft beer is relatively new to China, cider is an even newer introduction. The current demand for cider in Hong Kong is much larger than the demand in mainland China.

虽然精酿啤酒对中国来说相对较新,但苹果酒对中国来说就更新鲜了。目前香港对苹果酒的需求远远大于中国大陆。

Between 2017 and 2022, Euromonitor is forecasting a 14.6% compound annual growth rate (CAGR)

for the total value of cider/perry(fermented pear juice) sales in China.

MARKET SWOT ANALYSIS 

STRENGTHS


WEAKNESSES


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Largest market by population in the world.

Strong economic growth, and with it increasing disposable income. Well-developed and further improving infrastructure around the main population centres in eastern / south eastern China. Consumers have increasingly varied tastes.

NZ products often have good reputations and / or are well recognised for some product 
types.

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State intervention can hamper the business environment

The performance of some higher end product sectors is reliant on economic conditions.

Transport and refrigeration remain logistical issues, particularly in lower tier cities.

Regulatory framework can be complex.


OPPORTUNITIES


ISSUES/THREATS/RISKS

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Consumers are developing more western dietary tastes.

Quality & reputation are key for alcoholic beverages

Increased consumer interest in health provides opportunities for products perceived as healthy.

Emerging opportunities in tier 3 and 4 cities.

As the consumption of some product types is quite a recent phenomenon, there is limited brand loyalty providing opportunities for new entrants.

Strong gift giving culture opportunities, particularly around festivals.

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Limited consumer knowledge means that imitation products are not often identified by consumers.

Some competitors have favourable access under FTAs (e.g. Australia, Chile). Anti-extravagance measures have impacted spe

 

MARKET GROWTH DRIVERS市场增长动力

A key growth driver in the Chinese economy has been the rapid rise in average household incomes. Over the past ten years, China has experienced an average GDP growth of approximately 10%, which has created a new middle-income group with much higher disposable incomes. In addition, Chinese urban populations have increased by an estimated 153 million over the past ten years (2005-2015); by 2025, it is expected that urban areas will grow from 607 million to 822 million people.4 China's major cities Beijing and Shanghai will continue to be leading consumer hubs.

中国经济的一个关键增长动力是家庭平均收入的快速增长。在过去的十年里,中国经历了大约10%的平均GDP增长,这创造了一个可支配收入高得多的新中等收入群体。此外,中国城市人口在过去十年间(2005-2015)增加了约1.53亿;2025年,城镇人口将从6.07亿增加到8.22亿中国的主要城市——北京和上海——将继续成为领先的消费中心。

 

Beyond Beijing and Shanghai, McKinsey predicts that by 2015, nine large Chinese markets will account for 30% of luxury consumption in China: Chongqing, Dongguan, Foshan, Guangzhou, Hangzhou, Nanjing, Shenzhen, Tianjin and Wenzhou.

 

At the same time, rapid developments in transportation (including major rail improvements and road arteries) are expanding the economic potential of second- and third-tier cities. In terms of F&B, infrastructure improvements are speeding up distribution times, efficiency and costs, thereby stimulating local economies by raising consumer demand for higher value products.

 

Due to China's rapid urbanization, the number of urban residents is expected to reach one billion by 2030.Urban residents' steady consumption growth of basic ingredients over the last 20 years reflects the rising proportion of income spent on food and eating out.

 

TARGET AUDIENCE OVERVIEW 目标受众的概述

Consumers living in larger cities or who have more experience with Western products are more likely to be aware of cider. Specifically, Expats & Retrunees : Primarily those from Western countries where Cider is already established. Consumers in Tier 1 and 2 cities with experience living or working abroad in Western countries where cider culture is already established Young, Urban and Women: High-income Chinese consumers living in Tier 1 cities, who are interested in food trends, luxury products, and/or Western brands.

居住在大城市或对西方产品有更多经验的消费者更有可能了解苹果酒。具体来说,外籍人士和回访人员:主要是那些来自已经建立了苹果酒的西方国家的人。年轻、城市和女性:生活在一线城市的中国高收入消费者,他们对食品潮流、奢侈品和/或西方品牌感兴趣。

CONSUMER PROFILES 消费者资料

The key consumers of cider in mainland China are mainly women and students, especially female students. The lower alcohol content and fruity flavours make cider an appealing alternative to this demographic, as does the perception of cider as a healthier drink compared to something like beer or sweeter RTD alcoholic beverages (Ready to Drink; packaged and pre-prepared mixed drinks). Female customers in China respond well to the use of natural ingredients and lack of artificial colours and flavourings.32

中国大陆苹果酒的主要消费者主要是女性和学生,尤其是女性学生。较低的酒精含量和果香使苹果酒成为这一人群的一个有吸引力的替代品,与啤酒或甜的RTD酒精饮料相比,苹果酒是一种更健康的饮料。包装和预先准备的混合饮料)。中国的女性消费者对使用天然原料、不使用人工色素和香料反应良好

 

Young consumers: born in the 1980s or 1990s and having grown up in an increasingly outward looking China and cosmopolitan cities and with widespread access to the internet the new generation of consumers have had large exposure to Western culture and products. This demographic is the most likely to have adopted certain Westernised eating or drinking habits and are increasingly open to try new products. They account for an estimated 200 million people in China36.

 

Female consumers: whilst female consumers are included in the categories below, female consumers differ from their male counterparts in several key areas. Notable differences in an increased value placed on safety and quality of products as well as different tastes for certain products such as a preference for wine over spirits and cider over beer.

 

As education opportunities and earning power continue to rise for women in China understanding these preferences will be increasingly important. Although by no means universal, nor as prevalent today as in the past, women in China have often managed household finances; market research should therefore not underestimate the importance of female consumer preferences.

 

Leveraging the brand's unique and pure NZ positioning in the premium cider market, target consumers located in Tier 1 cities in China who are much more likely to have been exposed to cider in the past or overseas. Focus on-trade sales through venues such as bars, restaurants, and hotels This exposure reduces the barrier to adoption for new cider products, compared to the inhabitants of smaller cities.

 

In addition to women and young customers, the outreach also need to cover the following customers.

 

High net worth individuals: these consumers are usually the first or second generation of China's social elite with high disposable incomes and predominantly concentrated in China's tier 1 and 2 cities. The number of millionaires is increasing rapidly. In 2016 there were approximately 1.6m millionaires (with a personal wealth of CNY 10 million), up almost 10-fold over the preceding 10 years32. These millionaires are concentrated mostly in Beijing, Shanghai and Guangdong province, and as consumers see foreign high quality goods as a marker of taste and will purchase high quality products as part of their conspicuous consumption.

 

Knowledge of products may be limited and these consumers will often be drawn to well-known brands that come with high price tags and consumption can be occasional or frequent depending upon individual lifestyle. As exclusivity appeals to affluent consumers, retail channels such as hypermarkets or supermarkets are less likely to be utilised compared to boutique or specialist stores or purchases made in hotels, restaurants and cafés. Marketing campaigns for products targeting these consumers often emphasise the exclusivity of the product or themes of success and luxury and this segment can often act as trend setters for other social segments.

 

Affluent consumers: with less disposable income than their high net worth counterparts but with higher earnings than middle class consumers, the affluent consumer represents the upper end of the middle class and are an important demographic in both higher and lower tiered cities. Earnings will have risen to an inflection point where the affluent consumers will be focussed on trading up and do not mind paying a premium for this, foreign products and brands can be a means of attaining higher quality and can therefore be highly desirable. The "mass affluent" consumers in China that is to say affluent consumers who have built their own wealth are estimated at around 34 million33.

 

More and more affluent consumers are travelling studying or working abroad and with exposure to western food and drinks culture they are more likely to have adopted new eating and drinking practices as well as a preference for high quality imported products.

 

Affluent consumers may purchase imported food and beverages on a frequent basis where these products play an increased role in nutritious intake and the range of products purchased will encompass both luxury products as well as daily staples. Purchases are made in both larger retail channels such as hypermarkets and supermarkets as well as in more specialist stores.

 

Middle class consumers: are an important demographic in tier 1 and 2 cities as well as having significant purchasing power in tier 3 and 4 cities where lower salaries are offset by lower living costs. Although definitions can vary, they are generally considered to be consumers with an income over CNY 60 000, with those earning over CNY 109 000 considered upper middle class. While it is challenging to estimate the number of these middle-class consumers, one estimate places them as accounting for 68% of the urban households in 2012, rising to 74% in 2022; implying a middle class of over 550m people by 20223435. Furthermore, not only is the number of middle class consumers expected to increase, but their income level as well with over half of urban households expected to earn over the CNY 109 000 by 2022 compared to just 14% at present. Factors such as increasing disposable income, more exposure to western food and drinks often from eating out at restaurants with Western or fusion cuisine as well as increased concerns over food safety, and a desire to trade up in purchases have all meant middle class consumers see western produce as increasingly attractive.

 

These consumers may purchase more expensive products on an occasional basis if they are savvier in their spending or have specific preferences picked up from previous dining or travel experiences, they will also purchase mid-price range products more frequently for daily or frequent consumption. The range of products may be more diverse than other consumer groups with imported products playing a larger role in changing diets. Where these consumers have increased awareness of the food and drink culture purchases will be more targeted and made in retail channels such as specialist or 'lifestyle' supermarkets whilst mid-price range products may be purchased in large hypermarkets or other traditional retail channels. Marketing should tap into the dual desire for trading up and also for healthier lifestyles with quality and safety assurances.

 

MARKET ACCESS AND MARKET ENTRY 市场准入和市场进入

Leverages home country capabilities, innovations and products for the Chinese markets, export ing directly from NZ to China will be a good strategy initially. Due to there are a variety of requirements and restrictions for importing to China, identify local distributor for market access will be very important for success.

354/5000

利用本国的能力,创新和产品为中国市场,从新西兰直接出口到中国将是一个良好的战略。由于对进口到中国有各种各样的要求和限制,找到当地的经销商进入市场将是非常重要的成功。

China imports beer & cider mostly from the EU. The trends in import origins reflect the recent strong increases in demand for dark beer and cider.

 

DISTRIBUTION 分布

Overall, the roughly equal amounts of beer & cider are sold through the off and on trade channels. However, for the categories with a greater proportion of imports (i.e. stout, dark beer imported lager) the on-trade channel accounts for a higher volume (65-70%) than the off-trade channel. The offtrade share of imported b beer & cider have been increasing since 2012 and are predicted to continue this trend.

总的来说,啤酒和苹果酒的销量大致相当,通过黑市和黑市渠道销售。然而,对于进口比例较大的品类(如黑啤、黑啤等),贸易渠道占比高于贸易渠道(65-70%)。自2012年以来,进口啤酒和苹果酒的贸易外份额一直在上升,预计这一趋势将持续下去。

 

Retail Channels 零售渠道

They typically cater the mass-consumed and leisure segment. This channel is getting more popular and complements the changing working environment. Beer & cider are often more expensive than in other retail channels and there is a larger proportion of canned drinks.

它们通常迎合大众消费和休闲部分。这个频道正变得越来越受欢迎,并补充了不断变化的工作环境。啤酒和苹果酒通常比其他零售渠道更贵,而且有更大比例的罐装饮料。

 

Traditional convenience stores 传统的便利店

Offering only mass-consumed beer, most commonly in 600 ml returnable bottles. Very low price, circa 1 EUR/litre. This channel is quickly disappearing in T1 cities.

只提供大量消费的啤酒,最常见的是600毫升的可回收瓶。价格很低,大约1欧元/升。这个频道正在T1城市中迅速消失。

 

Supermarkets and Hypermarkets 商场和超市

They all have several options in the mass-consumed segment. Variety of their imported beer & cider portfolio depends on their size, prices are standardised.

在大众消费市场,它们都有多种选择。他们进口啤酒和苹果酒的品种取决于他们的规模,价格是标准化的。

 

E-commerce 电子商务

There are several generalist platforms (JD.com, YHD or Tmall) and some vertical platforms (jiuxian, ichinabeer.com, among others) offering a huge selection of beer, both domestic (competing in price) and imported (competing in price and variety).

有几个综合平台(京东、一高或天猫)和一些垂直平台(jiuxianichinabeer.com)提供大量的啤酒选择,有国产(价格竞争),也有进口(价格和品种竞争)

 

Hotels 酒店

Chinese hotels tend to have mass-consumed beer since they are served with meals in a Chinesestyle restaurant, normally they have no bars. Foreign chains are usually five-star hotels with several restaurants and bars, with a selection of imported beer & cider as good as any from a bar downtown.

中国的酒店往往有大量消费的啤酒,因为它们是在中式餐厅用餐,通常没有酒吧。外国连锁酒店通常是五星级酒店,有几家餐厅和酒吧,进口的啤酒和苹果酒和市中心酒吧的一样好。

Restaurants 餐馆

Traditional Chinese restaurants will only serve mass- consumed Chinese beer in bottles of 600 ml. Western- style restaurants and bars have a wider selection, since they are not as food-centered as Chinese restaurants.

传统的中国餐馆只供应大众消费的600毫升瓶装中国啤酒。西餐厅和酒吧的选择范围更广,因为它们不像中餐馆那样以食物为中心。

 

Others (Bars, clubs, KTVs) 其他(酒吧、俱乐部、ktv)

They usually have domestic produced beer and some foreign brands, almost always in bottles. Those located in T1 city will display a wider offer of foreign brands, while those in smaller cities will limit their selection mostly to domestically brewed foreign brands (Budweiser, Carlsberg, Heineken...).

他们通常有国内生产的啤酒和一些外国品牌,几乎都是瓶装的。T1城市的啤酒店将提供更广泛的外国品牌,而小城市的啤酒店将主要选择国产的外国品牌(百威、嘉士伯、喜力……)

 

Bars with wide selection of beer on tap and Microbreweries 酒吧有广泛的选择啤酒的龙头和微型啤酒厂

Growing exponentially in the last few years, especially in T1 but also in T2. Western-style food is a central part of the offer. There is little perceived difference between bars with a lot of beers on tap and microbreweries from the consumer's point of view.

在过去几年里呈指数增长,尤其是在T1T2中。西餐是菜品的核心部分。从消费者的角度来看,有很多桶装啤酒的酒吧和小啤酒厂没有什么明显的区别。

 

7. Expected market positioning vis-à-vis market leader  预期的市场定位是-à-vis市场领导者

Craft products imported into China often measured the worth of a product by the perception of authenticity in regards to its origin as well as the product's overall shelf appeal. Research has shown that amongst cider drinkers, price and preferred brand have less of an influence over alcoholic drink choice than amongst non cider drinkers. Conversely, health, convenience, sustainability and packaging design all have a greater influence on product choice amongst cider drinkers. Consumers are increasingly interested in the story behind what they drink.

进口到中国的手工艺产品通常通过原产地的真伪以及产品的整体货架吸引力来衡量产品的价值。研究表明,在喝苹果酒的人当中,价格和偏好品牌对酒精饮料的选择的影响小于不喝苹果酒的人。相反,健康、方便、可持续性和包装设计都对苹果酒饮用者的产品选择有更大的影响。消费者对饮品背后的故事越来越感兴趣。

The craft positioning of cider is one of the major factors contributing to cider growth within China. The craft positioning has been demonstrated through the use of small glass bottle packaging (as opposed to large plastic bottles) as well as the focus on provenance and quality. Moreover, flavour innovation has also been a major development, new cider flavours, such as boysenberry, feijoa, cranberry and passionfruit are good examples of going beyond the traditional apple and pear.

 

Leverage the made in NZ advantage, selectively tapping into these consumer needs has been a key factor behind the successful launch and the subsequent take-up of the Z brand v.s. market leader.

 

The focus for this New Zealand Z cider manufacturer is likely to be on craft positioning and flavour innovation over the short term, with this brand continuing to produce ciders that are made traditionally, are award winning, and have beautiful presentation.

短期内,这家新西兰Z苹果酒制造商的重点可能是工艺定位和口味创新,该品牌继续生产传统的苹果酒,屡获殊荣,外观美观。

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