1、www.industrysourcing.com,1,中國有機食品市場簡介 China Organic Food Market & Development,榮格工業(yè)傳媒有限公司 Ringier Trade Media Limited,About Restaurateur,Backed b

2、y a team of authoritative editorial advisors in China,Restaurateur provides readers the latest developments and innovations for the food service industry, from ingredients, food supplies, trends, recipes and new creation

3、s, to kitchen and food processing equipment, interior design, furniture, location, staffing, training, IT and supply chain, with practical solutions for improving productivity, reducing cost, and turning innovations into

4、 real competitive advantages. The Restaurateur website www.restaurateur.cn facilitates faster communication between buyers and sellers in China’s catering industry. The website provides online marketing tools such as ban

5、ners, ACCESS Buyer Alert, white papers, online showrooms and webinars that provide measurable lead generation for advertisers.Magazine Circulation: 25,450E-magazine Subscribers: 20,700Total Circulation: 46,150www.re

6、staurateur.cnwww.industrysourcing.com,www.industrysourcing.com,2,主要進口產品結構Import Products Structure,Source: Bio-Fach China 2010,3,進口來源地變動情況The Origin of Import,Source: Bio-Fach China 2010,4,China Organic Markets – Head

7、lines,Organic certification organizations estimates that production will increase 30 to 50% in the coming yearsThe exports of organic products could rise to 5% of total food exports by 2020Organic packaged food sales i

8、n China reached a value of RMB134 million, an increase of 77% on 2006Concerns for food safety and increasing purchasing power in China are driving growthOrganic milk sales recorded retail value growth of 27% in 2007Un

9、it price levels recorded increases in 2007Sales are expected to reach RMB452 million at constant 2007 prices in 2012, which represents an increase of 238% on 2007,Source: Euro Monitor,5,樂活觀念進入中國Lohas Come to China,LOHA

10、S：Lifestyles of Health and Sustainability,6,為什么消費有機食品Why organic food consumption ?,安全/Safe無化學殘留/Without Chemical residues健康/healthy品質和質量的保證/Quality guarantees環(huán)境保護/Environment protection口味更好/Tasty good對動物有益/Anim

11、al wealfare增加農民收入/Income increase,7,國家對發(fā)展有機食品的支持Support from Government,中央高度關注綠色、有機農業(yè),8,誰在消費有機產品？Who buy organic product ?,目標消費群體：高收入、追求健康人群Target: high income ,health concern ,etc…特殊消費群體：孕婦、嬰幼兒及老年人Special: pregna

12、nt woman ,infant, the aged people潛在消費群體：追求時尚生活的年輕一族potential : the young age who love Lohas,9,有機食品市場概況Overview,Organic packaged food sales in China reached a value of RMB134 million, an increase of 77% on 2006 2007年

13、，中國有機包裝食品的銷售達到1.34億人民幣，較2006年增長了77%。Sales are expected to reach RMB452 million at constant 2007 prices in 2012, which represents an increase of 238% on 2007預計到2012年，有機產品銷售額將達到4.52億人民幣，較2007年增長238%。,Source: Euro Monitor

14、,10,中國有機食品銷售渠道(一)Distribution Channel,Supermarket：Carrefour、Walmart、Hymall、MetroLocal Supermarket：Lotus、吉之島Jusco、百佳Buy-best、大潤發(fā)RT-mart、世紀聯(lián)華Centry LianHua、華聯(lián)吉買盛GMS、蘇果Suguo、物美Wumart、華潤萬佳Vanguard等,11,中國有機食品銷售渠道(二) Dist

15、ribution Channel,有機超市、有機商店、有機產品專營店樂活城：北京8家，深圳3家，自有品牌“樂活氏”即將開放加盟點點綠：香港超過10家門店，內地3家?？蜆罚荷虾?5家直營門店悅意有機健康生活館：全國超過10家加盟店,12,中國有機食品銷售渠道(三) Distribution Channel,高端超市以進口食品為主的針對在華外籍人士的連鎖超市：上海城市超市、北京捷尼路超市、華聯(lián)BHG等大型高檔購物場

16、所配套的食品超市：上海久光百貨、北京太平洋百貨、鄭州丹尼斯、南京金鷹等特點：價格偏貴、進口食品和有機食品所占比例高于其他一般超市和賣場,13,中國有機食品銷售渠道（四） Distribution Channel,網絡銷售及目錄銷售1.主流B2C網站：當當、卓越、紅孩子、京東商城、易果網2.有機食品公司直屬網站3.有機食品配送網站：和樂康：www.helekang.com沱沱工社：www.tootoo.cn博揚有機

17、網：www.ofood.cn有機配送網：www.ordero.com,14,中國有機食品銷售渠道（五） Distribution Channel,禮品團購市場中國特色，大部分有機生產都與流通企業(yè)有涉及生產型：吉林東福米業(yè)（有機禮品米），壽光農圣莊園（有機蔬菜，雜糧禮盒）等銷售型：北京正谷，鄉(xiāng)土鄉(xiāng)親等特點：注重包裝、高價、高利潤趨勢：禮品卡、產品從初加工到深加工升級,15,中國有機食品銷售渠道（六） Distri

18、bution Channel,餐飲渠道 剛剛起步，僅限于大城市的高端餐飲場所和五星級酒店農場直營和生態(tài)旅游渠道 其銷售一般和農場旅游結合?？审w現在餐飲、禮品和零售等多方面醫(yī)療保健渠道 營養(yǎng)咨詢渠道和有機食品的結合,16,案例展示（一）《麥德龍美食指南》 Showcase：Metro Good Food Guide,17,案例展示（二）齊民有機火鍋 Showcase：Qi-min Organic Hot