Enterprise Training on “How to sell Food and Beverage Products to China”

China is the world’s largest consumer market for Food and Beverage products, making it an increasingly attractive option for foreign brands. With rising incomes and improving living standards, the Chinese dietary pattern and consumption structure have changed in the recent decades. China’s food and beverage market is expected to grow bigger, driving by factors such as the rapid household incomes, improvements of infrastructure for food and beverage distribution, and the increasing sales of E-Commerce for food and beverage.

However, China is an extremely challenging market what comes to food stuff import. Exporting F&B products to China mainland and getting them sold to the Chinese consumers are not simple. Both general trade and increasingly popular E-Commerce channels require extensive knowledge of the local market rules and changing regulations.

With the aim to assist food brands from Portuguese-speaking countries and Macao food and beverage enterprises to explore and enter the huge consumer market in mainland China, the Business cooperation Centre of Enterprise Europe Network Central China – Macao Office (EENCC Macao Office) joined hands with Macao Trade and Investment Promotion Institute (IPIM); with the support of EU SME Centre; organized an Enterprise Training on “How to Sell Food & Beverage Products to China”. The training attracted more than 100 representatives of local chambers of commerce and enterprises.

The workshop cut into the complexities and clarify the essential rules SMEs should look out for when exporting to China. Mr. Rafael Jimenez, advisor of EU SME Centre Business Development, and Bjørn Hembre, general manager of BRANDITAT, were invited to be the keynote speakers for the training. The morning session addressed the procedures and labelling requirements for food importation to Mainland China, as well as real case analysis of different overseas brands setting up factories in Mainland China and the relevant operations thereof, such as food product research and development, regulations and inspections. In the afternoon session, the speaker discussed marketing strategies, promotion and application of e-commerce platform for selling imported foods. Discussion and Q&A sessions were well received by the participants, who keenly sought advice from the speakers on issues such as practical operations of food labels approval procedure, customs clearance and import duties, what importers need to pay attention to when exporting food from their country of origin, marketing in Mainland China, etc.




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