CHINESE MARKET
Jacek Bogucki Secretary of State Ministry of Agriculture and Rural Development China is an important prospective trade partner of Poland. It is also one of the priority directions for our activities in the area of foreign trade in agri-food products. This is a market with an immense purchasing power. Our products are just beginning to conquer China, Chinese consumers do not know them well yet. Therefore, through such means as diverse promotional and informative activities, we support the building of awareness of the Polish brand on this market. This brand represents, above all, high quality, affordable products, as well as excellent taste advantages resulting from the naturalness of the recipe. Our balance of trade in agri-food products with China is negative. The value of exports to China in 2017 amounted to EUR 101.4 and remained at a similar level as in 2016. The sales share of agri-food products from Poland to the Chinese market in the entire Polish agri-food exports in 2017 was 0.4%. However, one should pay attention to the increase in the value of the dairy product exports (whey, milk and cream) a total of 50% compared with 2016. The goods which enjoyed great interest on the part of the Chinese were Polish dairy products, poultry meat and offal, cereal and flour preparations, confectionery products, fruit and fruit preparations, live poultry, and sugar syrups. In the previous year, the most popular products with our partners in China were whey, the share of which in the structure of exports was approx. 26%, non-condensed milk and cream – a share of 11%; condensed milk and cream (mainly powdered) – a share of 9%, as well as malt extract and flour preparations – shares exceeding 9%. Moreover, feathers and fluff had a 4% share in the structure of exports. A high interest in the purchase of Polish poultry meat as well as chicken pinions and feet on the part of Chinese companies has been noticed recently. Currently, only a handful of Polish companies can export these goods, but efforts towards the approval of other poultry meat producers by the Chinese party are under way, which should lead to an increase in exports of these products to the Chinese market. It is worth noting that Poland is the sole EU country able to export po-
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ultry meat to China. Polish apples, having entered the Chinese market in 2016, have a high export potential as well. The greatest difficulties in the development of mutual trade cooperation are posed by the geographical distance between both countries, as well as mental barriers resulting from cultural and linguistic differences or the different demands of Chinese trade partners. The development of Polish food exports to China is also hindered by phytosanitary and veterinary barriers imposed by the Chinese party, especially in the export of Polish pork and beef. Another problem for exporters can be the complex administrative and customs procedures connected with the introduction of products into the Chinese market; the failure to complete these procedures results in detention of the goods at the border. For many years, Poland has been pursuing an active negotiation policy concerning the removal of trade barriers, as well as conducting promotional activities of Polish agri-food products on the Chinese market. We support informative and promotional activities implemented by industry organizations within the framework of the current systemic solutions, thanks to which, the organizations can acquire considerable financial resources to promote agri-food products, allowing them to compete successfully on the global market. We conduct promotional activities supporting trade exchange with China, in the form of economic missions for Polish entrepreneurs, combined with participation in China’s greatest fair events, as well as other activities promoting Polish food on the Chinese market. We also have wide opportunities for the development of scientific and technical cooperation in the area of agriculture. We expect further successful development of trade cooperation between Poland and China, particularly in the area of agri-food products. The Chinese look for safe, high-quality and tasty food, and all these conditions are met by Polish products. We are convinced that when Chinese consumers know our food better, they will get to like it even more.
to the Western trends in fashion as well as in
it comes to marketing, picture content and
wangluò xìnxī zhōngxīn) presented a report
food sector. However, their expectations and
short advertisement videos begin to play an
on the development of the Internet in Chi-
tastes still differ from those of western consu-
increasingly important role. In the busy daily
na. According to these information, by June
mers. Above all, they value the brand’s history
life, people rarely have time to read long le-
2016, the number of Internet users in China
and the country of its origin. The longer the
aflets or text-filled advertisements. The Chi-
was 710 million, and the number of mobi-
company’s history is and the brighter it can
nese consumers value quick and convenient
le internet users 656 million. At the same
highlight this information- the better. Another
shopping. As we can observe on the streets,
time, it was noted that up to 92.5% of the
important feature is the requirement for the
people are mostly starring at their smartpho-
total number of Internet users in the PRC use
highest quality of products. The Chinese are
nes, which is why it is worth to focus on social
the Internet via mobile phones. As a result of
more likely to buy certified products as well
media offering an ever wider range of services
the continuous development of the Internet,
as products which are recognized at the Eu-
when planning a marketing strategy.
which is an inherent element of many areas of
ropean market. Particularly valued are the
In July 2016, CNNIC- China Internet Ne-
products with German certification. When
twork Information Center (Zhōngguó hùlián
modern human life, these numbers are constantly growing.