How to succeed on the Chinese dairy products market?

Résumé du document

Occidental companies have often experienced difficulties to sell products in foreign countries, and especially in China. Indeed, this country has a strong culture and its own consumption habits. Thus, without considering seriously the differences between occidental and oriental consumers, many firms fail in their commercial operations in China because they do not adapt their products to the Chinese market. Our work aims at informing these companies of the specificities of the chinese market, so that they make a success of their commercial operations. In this particular case, we offer our councils to a company specialized in the food-processing industry and which wishes to sell dairy products in the chinese market. First, we present certain general aspects of the market of the chinese food-processing industry, about the dairy products in particular, and finally we study the case of the company Danone which offers a very instructive example.

Extraits

[...] Autres produits laitiers Le fromage est très peu présent (odeur et goût trop forts). Les glaces sont elles très appréciées, qu'elles soient industrielles ou artisanales. Le beurre remplace peu à peu l'huile chez les jeunes générations. [...]

[...] The practice of presenting the best or fine food first to the senior members of the family has been observed for countless generations. In ancient times the common people led a needy life but they still tried their best to support the elder mother or father who took it for granted. Although the hosts in China are all friendly and hospitable, you should also show them respect. Before starting to eat dinner, the host may offer some words of greeting. [...]

[...] For instance, nowadays, animal proteins are far more consumed. Meanwhile, some differences exist between generations and areas. The elderly still consume mainly rice, fruits and vegetables, whereas younger generations are now fond of beef, dairy products and beer. The most recent generation of consumers adopted a lifestyle based on consumption and is eager to spend and try new products and explore new tastes. The majority of the country remains rural; the biggest consumers are to be found in the Southern and Western coastal cities. [...]

[...] How to succeed on the Chinese dairy products market? Introduction Occidental companies have often experienced difficulties to sell products in foreign countries, and especially in China. Indeed, this country has a strong culture and its own consumption habits. Thus, without considering seriously the differences between occidental and oriental consumers, many firms failed their commercial operations in China because they did not adapt their products to the Chinese market. Our work aims at informing these companies of the specificities of the Chinese market so that they make a success of their commercial operations. [...]

[...] Indeed, the Chinese believe that we are surrounded by five energy fields: wood, fire, earth, metal, and water. However, the elements are not static: they are constantly moving and changing. Keeping all elements in balance promotes harmony both in our surroundings and us. However, tastes do not change easily, since some are still regarded as too strong (cheese, ham The Chinese still prefer liquid rather than solid substances, sweetened than bitter and plain flavours These diet changes have a bad consequence: the rise in obesity million fat persons are registered, and China is the country where the average weight increases the fastest. [...]