Food To China March 2016 by lucia

Food to China,Taste from World 链接全球

. 美味中国

进口食品

FOOD TO CHINA 2016 年 3 月 March 2016

FOOD FROM GOURMET ITALY 来自美食国度的意大利食品

UnionAlimentari 意大利中小食品制造商联合会 2016 年全球食品和饮料十大趋势

Preface 卷首语

随着人们生活水平的提高，越来越多的进口食品涌入国内市场。预计到 2018 年，中国将成为全球最大的进口食品消费国。顺应这种大趋势，中国第一本专注于进口食品的行业杂志《FOOD TO CHINA 进口食品》在 2016 年创刊。作为广东省进口食品协会主办及指导的专业杂志，《FOOD TO CHINA 进口食品》将凭借其庞大的海外食品资源、完整的进口食品供应链，还有同属协会旗下一年一度的专业进口食品展会（广州国际特色食品饮料展览会，简称 FHW CHINA），秉承“链接全球，美味中国”的办刊宗旨，提供专业和深度的行业报道、行业观察和解读，把全球资讯以及全产业链的发展动态介绍给业内读者，建立从线上到线下的一站式采购和资源分享平台，成为海外资源和中国市场之间的纽带和桥梁。在今后的日子里，希望《FOOD TO CHINA 进口食品》杂志能和业内人士一起开拓进口食品行业的美好未来，为海外供应商和国内采购商提供交流、合作的机会，努力打造中国进口食品的最前沿窗口，共同助推引领我国进口食品行业的快速发展。

With the improvement of living standards, an increasing amount of the imported food floods into the domestic market of China. It is estimated that China will become the largest imported food consumer among other countries by 2018.

Following this trend, FOOD TO CHINA, the first magazine in China that focus on the imported food industry, starts its publication in year 2016. As a professional magazine sponsored and guided by Guangdong Imported Food Association (IFA), and in collaboration with Food Hospitality World (FHW CHINA) which is also subordinate to IFA, FOOD TO CHINA aims to link the taste from the world to China and will provide reports with professional, in-depth observations and interpretation of the imported food industry, introducing global information and the development of the whole industry to its readers with its massive resources and a complete supply chain of the overseas food. It will also establish a one-stop purchasing and resource-sharing platform from online to offline, and act as a channel transferring the overseas resources into China market. In the days to come, FOOD TO CHINA, together with insiders hopefully，can develop a bright future of the imported food industry, providing overseas suppliers and domestic buyers with opportunities to communicate and cooperate with each other. It strives to open a front-edge window for imported food, promoting and guiding the fast development of the imported food industry in China.

綦宜龙 Wolfgang Qi 广东省进口食品协会会长广州福图喜纳网络科技有限公司 CEO 广州世展米兰展览有限公司董事总经理 Chairman, Guangdong (China) Imported Food Association CEO, FOOD2CHINA Co., Ltd. General Manager, WorldexFiera MilanoExhibitions (Guangzhou)Co., Ltd.

FOOD TO CHINA 1

进口食品

FOOD TO CHINA 2016 年 3 月 March 2016

Sponsor: Guangzhou Food2China Network Technology Co., Ltd. Supported & guided by: Guangdong (China) Imported Food Association Board of Consultants: Michael Du Vice President, Guangdong Foodstuffs Import/Export (Group) Corporation Chen Wenrui Director/Professor , Food Testing Lab of Guangdong Inspection & Quarantine Technology Center, Guangdong CIQ of P.R.China Wu Yu CEO, “Internet+” Consultant Service Center, Co-founder, E+Fairs

主办：广州福图喜纳网络科技有限公司支持 & 指导单位：广东省进口食品协会顾问委员会：杜绪广东省食品进出口集团公司副总经理陈文锐中国人民共和国广东出入境检验检疫局检验检疫技术中心食品实验室主任 / 研究员吴钰 “互联网 +”专家诊断服务中心运营官， “E+Fairs”互联网 + 技术应用服务展联合创办人

Professional Board Guangdong Chamber of E-commerce Guangdong Cross-Border E-commerce Industry Association Guangzhou Cross-Border E-commerce Industry Association Guangdong Cold Chain Association

专业委员会：广东省电子商务商会广东省跨境电子商务行业协会广州市跨境电商行业协会广东省冷链协会

Strategy Partners: FHW China UnionAlimentari TUTTOFOOD HOST Milano

战略合作：广州国际特色食品饮料展览会意大利中小食品制造商联合会意大利米兰国际食品展米兰国际酒店用品展

Publisher: Wolfgang Qi Chief Editor: Catherine Yang Editor: Xiaoping Ye Art Editor: Queenie Huang Marketing: Yan Li Direct Mailing: China Chinese Importers; Chinese Wholesaler Distributers; Supermarkets/Hotels/Catering; Overseas Trading Companies; E-commerce/Multinational Cooperation / Associations; Third Party Service Suppliers; Foreign Consulate in China Foreign Trading Office/Chamber of Commerce/Associations in China; Overseas Producer Associations; Concerning Associations & Organizations; Contact: Rm.1904, DS Building, No.538, Dezheng Bei Road, Guangzhou, Guangdong Tel: +86 20 8382 3011 Email：media@food2china.com

发行人：綦宜龙主编：杨涛编辑：叶晓萍美术编辑：黄景琨市场部：李晓燕直邮发行渠道：国内国内进口商；国内渠道商；商超酒店；海外贸易公司；电商及跨国公司、协会组织；第三方服务商；各国驻华领事馆；各国驻华贸易机构 / 商会 / 行业协会；海外海外生产商 / 协会；相关协会及组织机构；订阅及合作，请联系：地址：广东省广州市德政北路 538 号达信大厦 1904 室电话：+86 20 8382 3011 邮箱：media@food2china.com

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COVER STORY 封面故事来自美食国度的意大利食品 FOOD FROM GOURMET ITALY

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FEATURE 专题报道

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GLOBAL TRENDS 环球资讯

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FOOD DETECTIVES 食品侦探

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POLICY 政策解读

意大利中小食品制造商联合会，汇聚两千多家食品制造商 UNIONALIMENTARI, GATHERING MORE THAN 2000 FOOD PRODUCERS

2016 年食品和饮料十大趋势 FOOD AND BEVERAGE TREND PREDICTIONS FOR 2016

发现六国好零食 SNACKS WITH DESIRED QUALITY FROM 6 COUNTRIES

新《食品安全法》关于进口食品的政策解读（上） INTERPRETATIONS ON THE POLICY OF IMPORTED FOOD OF THE NEWLY-REVISED FOOD SAFETY LAW (PART I)

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CROSS-BORDER E-COMMERCE 跨境电商

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TOP 10 榜单

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COLUMN 专栏

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IFA 广东省进口食品协会

2015 年全球十大方便面 TOP 10 INSTANT NOODLES

Cover Story 封面故事

FOOD FROM GOURMET ITALY

来自美食国度的

意大利食品

ITALIAN food

品尝一个国家的美食，就像在解读一个国家的历史和文化。意大利是一个美食家的民族，在饮食方面有着悠久历史，这也源于他们得天独厚的优势——典型的地中海气候、地形多样、日照充足，使得这个欧盟农业大国向来盛产种类丰富、品质上乘的食品。意大利的葡萄酒、面食、芝士、橄榄油等优质产品，不仅健康美味，还广泛适用于现代生活。意大利人跟中国人很相似，食物紧密维系着家庭、团体和社会关系，生活往往以餐桌为中心展开。如今中国人对生活品质要求越发提高，“中国胃”越发开放包容，在这个时间节点上，中国与意大利这对自丝绸之路就互通有无的老友再相逢，自然别具意义。

A country’s food is a good interpretation of its history

and culture.

Italy is a nation of gourmets, this is partly due to its unique geological advantages, i.e., typical Mediterranean climate, varied terrain and adequate sunshine, which make it possible for Italy, a big agricultural EU country, to produce a great variety of quality food. Quality Italian products like wine, bread, cheeses and olive oil are not only healthy and tasty, but widely applicable to the modern life. Italians are very similar to the Chinese that in both countries, food hold the family, community and society together, and that people’s lives are centered on the dining table. As Chinese require an increasingly higher quality of life, their “stomachs” are becoming more open than ever before. Against this background, the reunion of China and Italy, a pair of old friends who have made exchanges since the existence of ancient Silk Road, naturally has a special meaning. 采写及编缉：杨涛叶晓萍 // 部分资料提供：意大利对外贸易委员会广州代表处 www.ice.gov.it Write & Edit: Catherine Yang, Xiaoping Ye // Information provided by: Italian Trade Agency - Guangzhou Office, www.ice.gov.it

4 FOOD TO CHINA

Laura Egoli Italian Consul General in GZ 艾古丽意大利驻广州总领事

China represents the new BLUE OCEAN for Italian agrifood 中国市场是意大利食品的新蓝海

对于意大利公司来说，中国有着最巨大的经济潜力。中国中产阶级人数约为 3 亿，这个庞大的群体不断增长的需求，对国内外企业而言都极具吸引力。意大利制造产品和农产品备受中国新兴中产阶级青睐，中产阶级对该类产品的需求亦将持续攀升。中国的饮食习惯与意大利虽然有所不同，但两国的饮食文化都根深蒂固，源远流长。意大利的农产品独具特色，相关公司定能在中国市场寻找到绝佳定位。譬如说意大利红酒虽然无法进行大范围的协调促销和分销，但是与其他国家的产品相比，其合理的价格和优良的品质使其在市场上独领风骚。同样，尽管橄榄油并非中国人惯用的食品油，该类产品却逐渐打入当地食品市场，成为最受欢迎的食品油之一，这正是得益于其显著的健康功效。我们的产品供应链可靠，食品来源可溯，尤其受到日益注重食品安全与质量的中国消费者的喜爱。如果说我们产品的内在特性是推动意大利农产品在中国市场发展的关键因素，那么另一个推动因素则是进入中国市场的可能性。如今，在意大利有关团体的游说努力下，食品的进口立法虽仍稍嫌僵化，但也预示了更加开放的途径，也给了以前不允许进口的产品进入中国市场的新机会。另一个乐观的方面则是，大量贸易展览会促进了信息的传播，同时，电子商务也创造了巨大的机遇。电子商务对意大利中小企业来说尤其有用。在意大利农产品领域，中小企业占绝大多数，也最需要以低成本方式进入大型市场。意大利制造产品及农产品以高质、美味、优价、可靠的供应链以及可溯的来源驰名国际。而独树一帜的中国市场，则成为意大利企业可以大展宏图的新领域。

China is the Country having the greatest economic potential for Italian companies. The strong Chinese middle class, estimated around 300 million of people, is the main source of an increasing demand appealing not only to domestic production, but also to the foreign one. Made in Italy and Italian agrifood are the most requested products by the new chinese middle class. And this request is continuously growing. Even if Chinese eating habits are very different from the Italian one and even if (both in China and in Italy) food culture is very rooted and articulated, the italian agrifood products are characterized by unique features giving the opportunity to all companies to find an excellent positioning into the local market.

Paolo Quattrocchi Trade Commissioner, Italian Trade Agency - Guangzhou Office 夸特洛奇意大利对外贸易委员会驻广州首席代表

A few examples may help to understand this phenomenon. In spite of the impossibility of a coordinated promotion and distribution on large range, the excellent price and quality of Italian wines give greatest opportunities in comparison to the other competitors of other countries. Also olive oil, culturally very far from the Chinese habits, is gradually entering into the most advanced areas of the local food market, especially thanks to its health benefits. As well, the reliability of our supply chains and the scrupulous traceability of our products are particularly appreciated by Chinese consumers, more and more interested in safe and quality foods. If the intrinsic characteristics of our products are key elements for the growth of Italian agrifood sector in China, another thrust element is represented by the possibility to access into the market. Today, thanks to the lobbying action implemented by Italian Institutions, the legislation on food imports, though still stiff, suggests a more open approach and gives new opportunities to all products that, in the past, were not allowed. Another positive aspect regards the great number of trade fairs, facilitating the spread of information, and the huge opportunity offered by the e-commerce industry (that can be particularly useful for small/medium Italian companies, which are the most numerous in our agrifood sector and the most interested in accessing to a large market with significant money saving) Quality, taste, excellent price, reliability of the supply chains and scrupulous traceability of the products are all typical elements of Made in Italy agrifood and enables our products to succeed in the world. China, for its peculiarities, represents the new frontier (a frontier having an unlimited absorbability).

FOOD TO CHINA 5

Cover Story 封面故事

Italian agrifood in China 当意大利食品进入中国

目前，食品安全对中国市场决策者来说是最重要的层面。而意大利食品业的综合实力受到密切关注，正在于它能营销享誉全球且符合最严格行业控制系统要求的食品。意大利食品向来以安全、美味并有质量保证见称，行业在尊重传统的同时，还满足了日渐增长的市场需求，且乐于尝试新工艺。

ITALIAN food

当下，在中国生产食品的意大利公司还非常有限，尽管它们在几个领域内不乏重要的生产运营，例如糖果业（费列罗、不凡帝范梅勒）、腌肉和蔬菜（三富、伯莱塔）领域。意大利食品业将更重视市场机遇。而中国的食品行业也将转变产业发展模式，注意力从数量转向质量和营养价值。目前意大利食品业在中国已在政府、研发机构以及食品公司层面建立了良好的合作，但还有巨大的潜力亟待发掘。

中国“世界市场”的机遇和挑战中国近年正进行一场食品消费革命，若干种非中国传统食品，已经被纳入数百万中国人的饮食习惯当中。只要看一下中国人对意大利咖啡、啤酒、红酒、牛奶、意大利面、披萨，甚至矿泉水的高消费，就足以为证了。而且，中国还是现今重要的、全球排名第五的进口红酒消费国。 “世界市场”这一定义很符合中国的情况，几百家意大利农业食品公司、近 600 家酒庄，都陆续开始与中国本地合作伙伴进行稳步合作。不久的将来，偏西方和地中海饮食习惯的食品将打进中国市场，它们将以大型跨国公司的形式进行本地化生产。这些公司，将面向富裕人群提供利润可观的进口产品。在意大利食品业中，巧克力、烘焙食品、罐头食品、意大利面以及油醋领域，都带来明显的出口进账。但相较于法国、西班牙以及澳大利亚红酒，意大利红酒的市场渗透较为滞后。不过，近年中国消费者减少了消费价格虚高的法国红酒，另一方面对意大利食品和红酒越发感兴趣，这对意大利食品出口都是好消息。意大利当前的出口增长取决于能否克服结构性局限，若能在中国进行行业聚合、创建分销平台、打造一个通盘计划以进入中国市场、在此建立意大利公司，那些结构性局限都将得到克服。当然，意大利产品的大规模进口也受到贸易保护措施的障碍，比如加工肉类、面粉及其他产品就不被允许进入中国境内。以外，中国也出现了伪冒意大利产品的现象：一些国外食品（例如来自欧洲其他国家的奶酪、意大利面、橄榄油、罐头食品、曲奇等），以及某些打着意大利旗号的中国食品，都出现在中国消费者面前。这都是意大利食品业在中国市场必须面对的问题。

“意大利制造”的中国策略意大利食品业已意识到，必须抛弃以卖家 / 买家关系为基础的旧商业模式，转向与中方进口商发展良好关系的模式，共享市场战略、目标和资源，实现共同的商业计划。零售行业的弱点和该领域内缺乏大型意大利运营商，是“意大利制造”的致命弱点。不过，中国人的饮食习惯正发生着巨变，开始纳入披萨、意大利面、冰淇淋、浓咖啡、提拉米苏等食品。除了北上广等传统消费中心以外，所谓的二线城市也开始彰显市场重要性，这些城市有数以百万居住人口，将很快成为中国市场强大的驱动力。以前，市场准入的机会有限。而如今，成功的市场战略可以是从省级市场起步，然后逐步拓宽至更大的地域范围。像重庆、深圳、大连、青岛、杭州、苏州等城市都可以作为起步点，从这些地方开展在华业务，引导消费者购买“意大利制造”产品。另外，意大利食品是地中海文化的一部分，未必被世界上每一个角落的人们普遍熟知。开展大规模传播活动，向人们分享意大利产品的内在品质信息，也势在必行。为了更好抓住市场提供的机遇，意大利食品业有必要开展一系列活动，培训专业人员（侍酒师、厨师、烹饪专家、记者或博客写手、酒席筹办人、餐饮部经理等），为高层次人群策划“企业对消费者”的活动。一些有关意大利食品的推广活动已在中国进行，例如参与各种贸易展览（进口食品餐饮展会、中国北京国际葡萄酒博览会、北京世界食品博览会），以代表团形式出席有关的意大利贸易展（意大利帕尔马国际食品展），以及参与南方出口项目。不过面对幅员辽阔的中国，意大利对外贸易委员会和企业也意识到，他们需要投入更多的资源和精力。部分资料来自：《2015 年度意大利食品工业联合会报告》、《意大利对外贸易委员会北京办事处报告（2015）》 6 FOOD TO CHINA

The food industry offers to consumers competitive products which are secured in terms of safety, taste and quality. The Italian foods meet the increasing demand on the market and experiment new technology while respecting the tradition. Nowadays Food security is the most important aspect for Chinese decision markers. They observe very closely the Italian food industry for its consolidated ability to market products appreciated worldwide that meet the most rigorous control systems. In China, the presence of Italian companies that produce food goods is very limited. However there are important market operations in several sections, such as confectionery (Ferrero, Perfetti Van Melle), corned meat and vegetables (Senfter, Beretta). A very good cooperation is already established at government, R&D institutions and companies level. Nevertheless, there is a great potential which needs to be discovered. The Italian industry has to focus more on the opportunities offered on this market. On the other hand, China is required to switch the development model based on quantity to a model based on quality in which the agricultural sector would focus more on the product quality and Nutritional values.

Challenges and Opportunities of “market of the world” Lately in China is taking place a revoluton in the food consumption: several products that do not belong to the country food tradition have already be included in the eating habits of millions of Chinese. To put in the perspective it is enough to consider the high consumption of Italian coffee, beer, wine, milk, pasta, pizza and even mineral water. Besides, the Chinese market is today one of the most important for the imported wine consumption (the fifth in the world). The definition “market of the world” is appropriate in the case of China. Several hundred Italian companies of the agrifood sector and almost 600 wineries work steadily with local partners. By the time, products that belong to Western eating habits and Mediteranean diet make their way into the Chinese market , both with large multinational companies local production; both with niche imported products targeted the most well-off population. In the food industry very interesting flows are recorded in the sector of chocolate, bakery products, canned food, pasta, oil and vinegar. Regarding the wine, it should be noted the delay in the market penetration compared to France, Spanish and Austrialian wines. This growth is favored by the consumption compression of wines priced over the top (France)

and by a steadily increase interest of Chinese consumers towards Italian food and wine. The Italian presence growth is linked to the overcoming of structural limitations (e.i. dwarfism of Italian companies). These structual limitations could be overcome by the creation of business aggregations and distribution platforms in China; and especially by a greater projectuality in the action taking to enter and establish the Italian companies in the market. A large import of Italian products is hampered by a number of protectionist measures which prevent the entering of processed meat, flour and other products. Moreover, the phenomenon of Italian sounding products has began to emerge also in China: several foreign products, (such as cheese, pasta, olive oil, canned food, cookies, etc. that come also from other European countries) reach the market along with some Chinese products that are presented to Chinese consumers under the Italian flag on their packs.

FOOD TO CHINA 7

Cover Story 封面故事

The strategy of “Made in Italy”

ITALIAN food

Italian companies in this sector, as well as in other sectors, have to abandon the old business model based on seller/buyer relations, and switch to a model that develop a good relationship with the Chinese importer in order to improve the market strategies, targets and resources. The weakness in the retail sector and the lack of major Italian operators in this field is the Achilles heel for the "Made in Italy". However, big changes are ongoing in the Chinese eating habits, which now included products such as pizza, pasta, icecream, espresso, tiramisu, etc. In addition to traditional consumption centers like Beijing, Shanghai, Guangzhou, the so-called second tier cities are making their way in the market. Having millions of inhabitants, those cities will soon be the beating heart of China’s future. In the past the entrance chances on the market were limited. Today, a successful strategy can be the one that starts from a provincial market and conquere more space in broader territories. Cities such as Chongqinq, Shenzhen, Dalian, Qingdao, Hangzhou, Suzhou can be starting points from where launch the business action in China and converted the consumption to the Made in Italy. The Italian products, that belong to the Mediterranean culture, are largely unknown also among those population ranges that are more culturally open. Therefore a massive information campaign should be conducted in order to share the information about intrinsic quality of Italian products. To better grasp opportunities offered by this market it is needed to start a systematic action designed to train professionals (sommeliers, chefs, culinary experts, journalists / bloggers, caterers, F & B managers) and deisgned to created B2C events for the high-level class of population. Several promotional actions have been undertaken in the country, such as the trade exhibition participation (FHC, Topwine, World of Food Beijing), missions in trade exhibition in Italy (CIBUS), and the Export South Project. Nevertheless the big size of the country required greater resourses and a big focus on Italian companies on the chinese market.

Part of the data from " From Federaliementare Report 2015" , " ICE Beijing Report (2015) "

意大利对外贸易委员会（ITA）是意大利政府机构，根据意大利经济发展部的战略，促进意大利公司的国际化进程。www.ice.gov.it 和 www.italtrade.com 为意大利和国外公司提供信息，协助和建议。除了罗马总部，www.ice.gov.it 和 www.italtrade.com 在海外通过意大利使领馆体系内的贸易办公室开展业务，并与当地的政府机构和贸易企业紧密合作。 Italian Trade Promotion Agency is the government organisation which promotes the internationalization of the Italian companies, in line with the strategies of the Ministry for Economic Development. www. ice.gov.it & www.italtrade.com provide information, support and advice to Italian and foreign companies. In addition to its Rome headquarters, www.ice.gov.it & www.italtrade.com operate worldwide from a large network of Trade Promotion Offices linked to Italian embassies and consulates and working closely with local authorities and businesses.

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Italian Food Industry Export （2014）意大利主要出口食品种类

t the sector level, in the final balance of the year 2014 there are some differences between sectors. “animal food’’ (+23,0%), “beer” (+15,8%), “sparkling and still water” (+12,0%), “sea food’’ (+8,7%), “coffee’’ (+7,6%). Sector of export in negative are the following: ‘’brandies and liquors’’ (-5,4%), oil and fats (-2,7%). Stable is the processed fruits at +0,3%, and a sharp drop for sugar at -27,9%, ethyl alcohol at -34,1%. Leader in the export sector is oenological that closed at +1,1% after the +0,5% of the 11 months.

2014 年不同食品种类最终结余存在差异。出口结余增加的品种有：“动物食品”（23.0%），“啤酒”（15.8%），“苏打水和一般瓶装水”（12.0%），“海产品”（8.7%），“咖啡”（7.6%）；出口结余下降的品种有：“白兰地和烈酒”（-5.4%）和“油脂” （-2.7%）。加工水果增长稳定，增长 0.3%；食糖和乙醇出口大幅下降，分别增长率为 -27.9% 和 -34.1%。酿酒业出口领先，1 至 11 月增长率为 0.5%，全年增长率为 1.1%。 Billion Euro 1.Wine, Juice, Vinegar 葡萄酒，果汁，意大利醋 2.Confectionery 糕点糖果 3.Dairy 奶制品 4.Pasta 意大利面 5.Processed vegetables 加工蔬菜 6.Oil and Fat 油脂 7.Prepared meat 肉制品 8.Coffee 咖啡 9.Processed Fruits 加工水果 10.Other Foods 其它食品

意大利农产品标志 ITALIAN AGRIFOOD LABELING

DOP（PDO）- 产品原产地保护等级 DOP —Denominazione di Origine Protetta = PDO – Protected Designation of Origin 是保障产品品质的最严格标准，不包括葡萄酒。针对农产品或食品的整个生产流程，从原材料到成品（形成和包装），对特定地区的认证。认证了所有自然因素（原材料、环境特点和位置特点）和人文因素（生产传统和工艺），表示该产品不可模仿。 Awarded to food products with the exclusion of wines that are linked by tradition, raw materials and/or diverse processing stages from their origin to a certain territory.

IGP（PGI）- 受保护地理等级 IGP —Indicazione Geografica Protetta = PGI – Protected Geographical Indication 不包括葡萄酒。本认证针对某个指定的地理区域原产地，但只要在指定的地理区域中满足准备、生产、加工中任一生产制作过程即可。 Awarded to food products with the exclusion of wines whose origins must refer to specific territorial limits, although it is sufficient that only one of the subsequent processing stages takes place in the specified geographical area.

Prodotto Biologico - 有机产品 Organic Products 保证产品与环境生态相融合，放弃使用化学合成物质 ( 肥料，除草剂和杀真菌剂）而使用对环境冲击较低的产品，在保留传统技术的同时，对创新给予重视。 Guarantees a more eco-friendl production due to a form of agriculture that rejects artificial fertilisers, weed killers or pesticides, using instead products having a low negative environmental impact.

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Cover Story 封面故事

Olive Oil 橄榄油

ITALIAN food

作为烹饪要素和一剂调料，橄榄油用途多多，也可为美食提味。橄榄油是不饱和脂肪，因此可以减少有害胆固醇，帮助人体抵御心脏疾病 , 只要加入几滴橄榄油就能得到更健康美味的食物。意大利很多地区都生产橄榄油，托斯卡纳尤为著名。弗留利 - 威尼斯 - 朱利亚是意大利和斯洛文尼亚接壤处的寒冷地区，在局部地区气候更温暖的东北部山脉和阿迪杰河岸，橄榄树比比皆是。利古利亚是沿海地区，正对地勒尼安海，这里繁多的橄榄树孕育出香甜的橄榄油，加入当地海鲜里，让海鲜更美味可口。翁布里亚位于意大利中部，该地区生产的橄榄油香味醇厚，还带有洋蓟，青西红柿，胡椒和水果的清香；其附近的阿布鲁佐地区，山谷里处处长满橄榄树。最南端的西西里岛地势多样，因此产的橄榄油还带有果味，以及其他不同口味。大量清新、带有果香的橄榄油，则产自阿普利亚—意大利橄榄油产量第一的地方。到了晚秋和冬季，橄榄由绿变黑，逐渐成熟，接着就是收获的时候了。11 月至 2 月，果农们会带上网兜，用手摘取橄榄。从采摘到榨油的这段时间对橄榄来说至关重要。橄榄在榨油之前，必须要健康、完整，一旦摘取，必须尽快榨成油，以免橄榄变干、腐烂。橄榄的枝、叶和其他部分会被处理掉，而橄榄则放入榨取机磨碎、混合。榨出的油会和水分离，再过滤掉剩余残渣。初榨橄榄油指的是橄榄经第一次压榨且未过滤而制成的油，通常价格更高；它的香味独特，口感不同，且带有原产地的明显特征，通常更贵。初榨橄榄油的酸度必须小于 2% （酸度指油酸，单不饱和脂肪酸）。

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特级初榨橄榄油与初榨橄榄油要求基本相同，但是酸度必须小于 1%（有些纯粹主义者明确指出酸度不应超过 0.8%）。普通橄榄油或纯意大利橄榄油的酸度不高于 3.3%。意大利橄榄油有浅黄、青黄和橄榄绿三色，气味或清淡、香甜、精炼、清新、浓烈，保质期长达 18 个月，但切忌存放温度过高或过低；避免光照，避免与空气接触。

Many regions of Italy produce olive oil. Tuscany, often the most

revered region for olive oil production, shares this wonderful responsibility with the rest of Italy. In Friuli Venezia Giulia, a cold region bordering Austria and Slovenia, olive trees line the northeastern hills, as well the Adige River, Lago di Guarda and Lago d'Iseo, where the microclimate is milder. Liguria, a coastal region facing the Tyrrenean Sea, contains many olive trees, which make sweet, modest oils that complement the local seafood. Umbria, in Central Italy, produces full-bodied olive oils, which are known for their aromas of artichoke, green tomatoes, pepper and fruit. In the nearby Abruzzo, many valleys are strewn with olive trees. In the extreme South, Sicily, because of its varied terrain, produces a variety of well-rounded, fruity oils. Finally, a great quantity of fresh and fruity oils come from Apulia—Italy's top olive oil producing region. When the olives are deemed ripe, after maturing from green to black in late autumn and winter, harvesting begins. Between November and February pickers will gather olives by hand and with nets. The time spent between picking and pressing is the most critical for the olives. It is of utmost importance that the olives arrive at the press healthy, whole, and as quickly as possible to avoid molding and decomposition that occurs after they have been removed from the tree. Leaves, twigs and any other remaining debris are removed and the olives are moved into the press to be ground and mixed. Then the resulting oil is separated from the water and further liberated of extraneous residue. Virgin olive oil is the result of the first unfiltered press from the olive. The premium on virgin olive oil is explained by its unique aromatic and taste traits specific to the region of origin. For an olive oil to be classified as virgin it must contain no more than 2% acidity (the acidity is in reference to oleic acid; a monounsaturated fatty acid). The extra virgin olive oil classification demands similar quality as the virgin classification, but requires less than 1% acidity (some purists specify acidity must not exceed 0.8%). Ordinary or pure Italian olive oil contains no more than 3.3% acidity.

Pasta 意大利面

意大利面风靡全球，它几乎成了意大利的代名词。最有名的意面品种和意面烹饪法均出自意大利。意面可以分为两个基本品种：干式意面以及鲜意面。干式意面（pasta secca）不含鸡蛋成分，能在理想条件下存放长达两年时间。而鲜意面（pasta fresca）只能在冷藏条件下存放几天。在意大利，干式意面只能由杜伦小麦面粉或粗粒小麦粉制成。杜伦小麦面粉和粗粒小麦粉颜色淡黄，所以意面的外观呈金黄色。更诱人的是，如果准备得当，最终成品也会呈现出与原料一致的色泽。意面的历史尚未可知。但是随着时间推移，它已经成为意大利菜的一道主食，面条形状变得多种多样，再拌以多种美味酱料，老少咸宜。如今，几乎每份意大利菜菜单中都至少包含一款意面面食。意面最初只是一种做法简单、保存时间长的营养充饥食品。直到 18 世纪，意面与番茄相结合，意面才真正转变成为一道满足愉悦味蕾的餐食。那时人们才开始食用素意面，或者将面条佐以些许碎干酪食用。添加番茄以后，厨师们便纷纷开始调制酱料，把

意面变成更加诱人可口的美食。干式意面的工业制法使这种食品得以满足普通的商业市场需求。做法很简单：将鲜制意面放置于交替组合出现的冷热气流之下。但是，这项操作需要在极短时间内进行，适当的温度不可或缺，干意面的制作流程也常处于全天候频繁的温度变化之中。拥有干意面至臻制法的，当数那不勒斯市郊的托雷安农齐亚塔地区，它诠释了该市自产意面的成功之道。现在，如果你翻阅任意一家意面公司的产品目录，你都会为其中五花八门的意面形状及意面名字而惊诧不已。只有一个天生拥有丰富想象力的民族才会这样给面条起名字：螺旋面（小车轮）、卡佩利尼（天使的头发）、贝壳面（贝壳）、意式细面（小蠕虫），以及土豆团、通心粉、千层面、意大利干面条、意大利馄饨、烤碎肉卷子、意大利饺、宽条面、 levatelli 以及 casatelli 等。有人可能会说：“如果面条的本质一样，那形状不同又有什么用呢？”而意大利人却意识到，要吃得好，仅仅摄入健康营养的食物是不够的，还必须吃得开心。而要让人们胃口大开，就要先吸引眼球。

While pasta is eaten all over the world, it has become nearly synonymous with Italy. The most famous varieties and recipes of pasta come from Italy, and it is here that it has become increasingly intertwined with the culture and traditions.

Pasta is categorized in two basic types: dry and fresh. Dry pasta, or pasta secca, made without eggs, can be stored for up to two years under ideal conditions. Fresh pasta, or pasta fresca, will only keep for a few days under refrigeration. In Italy, dry pasta can only be produced from durum wheat flour or durum wheat semolina. Durum flour and semolina have a yellow tinge in color, responsible for pasta’s golden appearance. Even more appealing is the resulting consistency of the final product, which can be achieved if prepared correctly.

The transformation of pasta from a simple, long-lasting and nutritional hunger-satisfier to a real dish that is pleasing to the palate came in the 18th century, when pasta was combined with tomato. Until then it had been eaten plain or with some grated cheese. With the addition of tomato, chefs began concocting sauces making pasta more appealing and enjoyable. The industrial method for drying pasta, making it fit for the regular commercial market. This was done by submitting the freshly-made pasta to a combination and alternation of hot and cold air. Since, however, this operation had to be carried out within a very short span of time, an appropriate climate was necessary, in which frequent changes of temperature took place during the 24-hour period. It turned out that perfection was to be found in the area of Torre Annunziata, a suburb of Naples, which explains the success of the pasta manufactured in that city. Nowadays, thumbing through the catalogue of any Italian pasta company, you'll be amazed by the astonishing variety of shapes and names. Only a people gifted with great imagination could come up with names like rotini (little wheels), capelli d'angelo (angel's hair), conchiglie (shells), vermicelli (tiny worms), as well as gnocchi, maccheroni, lasagne, tagliatelle, tortellini, cannelloni, ravioli, fettuccine, levatelli, casatelli, etc... People anywhere else would have said: what's the shape matter if the substance is the same? The Italians instead realized that in order to eat well it isn't enough to offer something wholesome and nourishing, but the mind must be teased, and that the way to the stomach is through the eyes.

FOOD TO CHINA 11

Cover Story 封面故事

ITALIAN food

Cheese 奶酪 There are over four hundred different

types of Italian cheeses, produced from the raw milk of the cow, sheep or goat, in all twenty regions of Italy. Their fullflavored and uncompromised natural taste set Italian cheeses apart from cheeses of most other origins.

意大利全国 20 个大区共出产 400 多种奶酪，这些奶酪由新鲜的牛奶、绵羊奶以及山羊奶制成。意大利奶酪风味浓郁，口感天然纯正，有别于其他产地的奶酪。如今，传统的意大利奶酪仍然是用古老的技艺制作而成，使用手工而非机器。这些久经考验的奶酪制作工艺起初是为了长时间保存牛奶，将牛奶制成奶酪不仅能够保存牛奶中丰富的营养成分，也能大幅改善口感。意大利每个地区奶酪的口感和质地各不相同，可通过当地的地形、土壤、气候、历史以及独特的奶酪加工传统进行区分。许多传统的意大利奶酪都受到欧盟和意大利的法律保护，其中意大利的法定产区（Denominazione di Origine Controllata /D.O.C）即指定在特定地区使用特定的配方与生产方法生产食品。欧盟也制定了类似的法律，即原产地名称保护（Protected Designation of Origin/ PDO）。这些法律保障了传统意大利红酒和食品的纯正，主要是奶酪的纯正。也许最为普遍且著名的意大利奶酪是符合 D.O.C 标准的帕尔玛干酪（Parmigiano Reggiano/ Parmesan cheese ）。所有被称作帕尔玛的奶酪都是模仿了帕尔玛干酪这一无与伦比的原型。哥瑞纳 - 帕达诺（Grana Padano）奶酪与帕尔玛干酪最为相似，也是硬质奶酪，同样受到 D.O.C 法律保护。最古老的意大利奶酪当属匹克利诺罗曼诺羊奶酪（Pecorino Romano），它同样是硬质奶酪，不同之处在于它是用羊奶制成的。马苏里拉（Mozzarella）奶酪是半软奶酪，可以说与帕尔玛干酪齐名而且普遍受大众喜爱。马苏里拉奶酪是用水牛奶制成，自 14 世纪以来就是那不勒斯料理的宠儿。马苏里拉奶酪已成为意大利全国和其他很多国家制作多种菜肴不可或缺的原料，最常见的是用于披萨饼。另一种值得一提的意大利传统奶酪是戈贡佐拉奶酪（Gorgonzola），这种奶酪质地松软，制作过程使用了特殊的成型和熟化工艺，制成的奶酪味道香醇浓烈，并带有典型的纹路。如今在意大利，奶酪制作仍然是一种技艺。奶酪制作大师们一丝不苟地监控奶酪制作全过程。意大利奶酪不含任何化学和人工添加剂，用料完全取自动物和大自然，是纯正的有机食品。

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Italian cheeses from each region are quite distinctive in flavor and texture and can be differentiated by their connection to the landscape, soil, climate, history and unique local cheese making traditions. Many traditional Italian cheeses are protected under laws of the European Union and Italy. Denominazione di Origine Controllata (D.O.C.) is an Italian law specifying that a food product is made in particular regions of Italy using a specific recipe and method of production. Under the European Union there is a similar law called Protected Designation of Origin (PDO). These laws maintain the integrity of traditional Italian wines and food products, often for cheeses. Perhaps the most widespread and famous of all Italian cheeses is Parmigiano Reggiano, or Parmesan cheese of D.O.C. standards. Any cheese referred to as parmesan is an imitation of this wonderful original. The oldest Italian cheese is Pecorino Romano. It is also a hard cheese, but made from sheep's milk. Mozzarella, a semi-soft cheese, is arguably as famous and pervasive as Parmesan, if not more so. The traditional Italian cheese, Mozzarella di Bufala, is made from the milk of the buffalo. It has been a favorite of Neapolitan cuisine since the 14th century. Mozzarella has become an essential ingredient in many dishes, most commonly as the vital pizza topping, throughout all of Italy and many other parts of the world. Another traditional Italian cheese worth mentioning is Gorgonzola. This soft spreading cheese is made using a unique process of molding and aging to achieve its strong flavor and characteristic veining.

Sweets 甜食

意大利美食缤纷，当地人尤以甜点为傲。巧克力、冰激凌、蛋糕及其他甜品都是选用当地的上好食材制作而成，每一道甜点都堪比艺术品。比如，源自意大利的各式精美巧克力及巧克力酱享誉世界；地道的意大利冰激凌（本地人称“杰拉脱”）添加了新鲜果泥、可可粉、坚果糊调味，口味更加纯正自然。罗马时期及中世纪早期，意式蛋糕和多数糕点的主要甜料是蜂蜜，质地绵密但不易消化吸收。大约文艺复兴初期，意大利引进了精制糖，使之消化起来相对容易。虽然在这之前食糖已经在意大利存在了好几个世纪，但基本上以药用为主。同时，其他食材也相继被加入到日渐精良的烹饪中。罗马人从中东地区把樱桃、李子、桃子等移植到意大利，欧洲大陆南部出现了圆佛手柑、橙子、柠檬。传统意式糕点和糖果产品因使用蜜饯果皮和橘子酱或柠檬酱而风味独特。大约 17 世纪初，巧克力从新大陆（北美洲）引入意大利，不久便成为意式糕点和糖果制作的关键食材。由巧克力和榛子混合而成的吉安杜佳（gianduia）巧克力就是意大利最重要的发明。而今非常受欢迎的巧克力酱能多益（Nutella）就是吉安杜佳巧克力品种的改良版或者说衍生品。两次世界大战期间，单个的迷你巧克力在意大利流行起来。意式巧克力食材美味且包装精美，不愧是全世界最独特最美味的艺术品。最受欢迎的品种有芭琪（Bacio）、蓝玫（Blue Rose）、博埃里（Boeri）、吉安杜奥提（Gianduiotto）、蒙雪丽利（Mon Cheri）、欧特罗（Otello）、罗谢（Rocher）。如今，意大利糖果制造商协会（A.I.D.I.）严格规范产品制作，保证意式巧克力由 100% 纯可可和黄油制成。 17 世纪末，咖啡从埃塞俄比亚引入意大利，随即成为意大利人最喜爱的饮料，以咖啡配甜点尤为受人钟爱，同时咖啡也成为制作甜点的调味品。多伦牛轧糖是源自意大利的节日特色糖果。被称为“五彩纸屑”的坚果糖衣是另一种很珍贵的意大利糖果，“五彩纸屑”可加入大茴香、芫荽、肉桂、丁香等调味，常在婚庆、洗礼仪式、毕业典礼时作为福糖发给客人。意大利糖果业现在非常发达。实际上，直到 19 世纪 50 年代末，该产业才大规模发展，之前糖果工业在意大利几乎相当于不存在。它的发展主要得益于意大利的大企业以及成百上千的中小型企业。

but it had been used almost exclusively as medicine. Other ingredients were gradually added to an increasingly elaborate culinary practice. Romans transplanted cherries, plums and peaches to Italy from the Middle East, and citrons, oranges and lemons appeared in southern Europe shortly before the time of Christ. The unique flavor of many traditional Italian pastries and confectionery products depends on candied peel and marmalades. Around the beginning of the 17th century chocolate arrived in Italy from the New World and was soon playing a key role in making pastries and confections. Italy’s most important chocolate invention called gianduia is a mix of chocolate and hazelnut. Nutella is a popular modern chocolate-hazelnut spread, a modified form of crema di gianduia, or spread of gianduia. Individual miniature chocolates became popular among Italians during the period between the two world wars. Providing an artistic expression through flavor assortment and beauty of packaging, Italian chocolates are some of the most unique and flavorful in the world. Some favorites are the Bacio, Blue Rose, Boeri, Gianduiotto, Mon Cheri, Otello, and Rocher. To this day the Italian Confectioners Association, or Associazione Industrie Dolciarie Italiane (A.I.D.I.), strictly enforces chocolate to be made from 100% pure cocoa butter. Toward the end of the 17th century, coffee was introduced from Ethiopia and almost immediately became the favorite beverage of Italians, especially accompanying pastries and desserts, as well as an important flavoring in sweets. Torrone, a nougat confection, is sweet holiday specialty from Italy. Sugar coated nuts called confetti are another prized Italian sweet. Confetti can contain anise, coriander, cinnamon or clove for added flavor and are given to guests at weddings, baptisms, and graduations. The Italian confectionery industry is quite modern. In fact, at the end of the 1950's, this industry was still practically absent. Since then the development in the sector has been massive. The success has been attained by both the large companies and the hundreds of smaller and medium-sized companies.

As with all food, Italians take great pride in their desserts. Italian Chocolates, ice creams, cakes and other sweets are artistic expressions made from only the best quality local ingredients. Delicate chocolates and chocolate spreads from Italy are world renowned. Italian ice cream, or gelato, is typically flavored with fresh fruit purees, cocoa, and nut pastes, giving it a more natural taste. In Roman times and the early Middle Ages, cakes and most pastries were dense and heavy because honey was the main sweetener. Sweet preparations became lighter when refined sugar was introduced around the beginning of the Renaissance. Sugar had been around for centuries, FOOD TO CHINA 13

Cover Story 封面故事

Interview 访谈

张荣翔

Zhang Rongxiang

广州意维贸易有限公司副总经理 Vice president, Guangzhou Yiwei trade Co., Ltd.

DOING BUSINESS IS LIKE DATING 做生意如谈恋爱

意维贸易公司从 2008 年开始从事意大利葡萄酒进口，如今公司已是业内颇具实力的贸易商。负责人深信，他们在未来仍有很大的市场上升空间。

Yiwei trade Co., Ltd has been engaging in Italian wines import business since 2008. It is known inside the industry as a quite strong trader. The head of the company is convinced that future holds so much in store for them. 14 FOOD TO CHINA

合作伙伴决定成败在正式开启意大利葡萄酒进口业务之前，创始人和团队曾两次赴意大利实地考察，最终选择与年产几百万瓶的大型酒庄建立合作。“相对而言，中小企业的产品品质、价格不够稳定，也容易在原产地证件提供等方面出现纰漏。这些看似细小的问题，他们往往未能及时解决，一旦出现可能造成巨大损失，这些损失他们也未必愿意承担。”张荣翔说。相应地，他认为海外企业要进入中国市场，也需找到好的中国搭档，比如真正具备经验和资源的进口商。他将找合作伙伴比作谈恋爱，必须彼此认可与匹配。像大多数进口商一样，他们在早期都需依赖意大利本地的中介，因此可靠的中介伙伴很重要。意维对合作伙伴的为人、团队以及合作酒庄都进行过详细考察，也经历过被中介过度抬价等教训，直至几年前遇到一位理想中介，从此建立长期稳定合作。张荣翔评价说：“对方很清楚自己作为中介的职能，会站在我们的角度，为我们考虑，给我们提供信息支持，为我们找到性价比非常好的产品，也争取到意大利政府提供的酒庄补贴。”

市场与渠道细分大有学问意维贸易公司专注于细分市场。“我们的目标不是做成葡萄酒或意大利酒大王，那需要更大的资本力量撬动，我们在上游主要聚焦西西里产区，下游市场则侧重广东。” 张荣翔说。在渠道方面，他们进口的产品由经销商下沉到三四线城市商超、酒店，主要针对私人送礼、公司年会等消费需求。而时下流行的电商平台，并不在他们的渠道考虑之列。这与经营思路有关：不过分着力打造品牌，而重在让分销商获利，通过利润最终驱动销量。当然，他们也通过品酒师实现直销，主打文化情怀牌，推广高端产品。张荣翔认为，意大利酒品种和口味层次丰富，市场空间巨大，尤其高端市场的受众粘性高，甚至不乏有人每周组团品酒的情况，而这也是其他国家葡萄酒难以媲美的。

服务也是进口商的一大优势张荣翔说：“服务意识很重要，我们在物流等方面省去经销商的麻烦，以专业精神解决问题。”此外，他们已连续七年维持极其稳定的产品价格。 “前期已经把成本的提高预估进去，虽然我们的价格稍高，但当市场价格逐渐上升的时候，我们仍能以保持不变的价格，提供一如既往的优秀服务。” 最近，他们还接下几个意大利酒庄的宣传业务，这是拓宽经营思路的结果：“我们现有的进口业务，属于重资产运营模式，而宣传推广不涉及库存，是轻资产运营，尤其在如今人力成本越来越高，服务的成本增加有限，但附加值更高。”

Good partners, great Prospect Before initiating the import business of Italian wines, the founder and his team flew all the way to Italy for field trips twice and finally hammered out their cooperation partner, a large winery with an annual output of millions of bottles. “Wine products from SMEs are comparatively inferior in terms of quality and price. They are often unable to provide necessary documents such as certificate of origin. Without timely resolution, such seemingly trivial problems, once emerge, may trigger huge losses that the SMEs are not willing to be held accountable. Zhang Rongxiang said. Likewise, if overseas enterprises plan to enter the market of China, they need to find reliable Chinese trade partners who are experienced and resourceful. He likened finding cooperation partners to dating in that only mutual recognition makes perfect match in both cases. Like most of the import traders, they counted on Italian local intermediary at first, therefore, a reliable intermediary partner is crucial. Yiwei became very discreet about the integrity of its future cooperative partners, teams and wineries after they had been ripped off by a former intermediary and learned their lesson. An ideal intermediary with which could establish a long-term and stable cooperation relationship had been finally nailed down until a few years ago when Yiwei met its current intermediary. Zhang commented: “This intermediary is quite clear about its function as an intermediary, and they put themselves in our shoes, provide information support, help us find desirable products, and get subsidies for wineries from Italian government.”

Market positioning and channel FOOD TO CHINA 15

Cover Story 封面故事

Segmentation is important Yiwei trade Co,. Ltd concentrates on segment market. “It requires huge capital strength to be the leader in the global wine or Italian wine marke, which is not our goal, what we focus on is Sicilia wine producing region in the upstream market and Guangdong in downstream market,” Zhang said.

Speaking of sales channels, the imported products are distributed down to the stores and supermarkets, hotels in the third- and fourth-tier cities, catering to consumption demands like interpersonal gifts, enterprises’ annual meetings, and etc. The popular e-business platform is, however, out of their consideration. It can be explained by their business strategy, which aims to boost sales through generating more profit for distributors, instead of putting excessive efforts on brand building. What’s more, they also make direct sales via wine tasters and promote high-end products by promoting its cultural value. Zhang explained that Italian wines, rich in variety and taste, have huge market potential. They are especially popolar in high-end market. There are even consumer groups tasting Italian wines every week. Such charm of Italian wines is unparalleled elsewhere.

16 FOOD TO CHINA

Better service, better advantage Zhang said: “it is of great importance to establish service awareness, so we would save many troubles concerning logistics for distributors and fix their problems in a professional spirit.” Plus, they have been managed to maintain quite stable product prices for seven consecutive years. “We have taken into consideration the possible rising cost previously. Our price may be slightly higher, but when market prices edge up, we can stay put and continue to provide sound services as usual.” Lately, they also undertook several promotion business for some Italian wineries. This is owing to the expanding of business scope: “our current import business is asset-heavy, while promotion, with no need for stock, is asset-light. In an era where labor cost is getting higher and higher, the added value of services is very much higher with a limited increase of cost ."

会所推广价位在 500-1000 元的相对高端产品。一些资深葡萄酒客的圈子和俱乐部，也是 Andrea 重视的细分市场之一。此外，他们也通过酒类专业电商平台比如酒斛网 Vinehoo 进行销售，因为推广成本相对低，但效果不错，也有利于口碑传播。不过，线上平台的不足是无法让顾客现场试酒，获得消费者对产品的信任需要过程。 Andrea 目前对中国的市场尚在摸索和开拓中，也还在寻找最适合的推广及销售渠道。

A ndrea

Interview 访谈

Andrea Terragnoli

Allegrini 中国区代表

China Representative, Allegrini

Segment ChinA Market 细分中国市场

Allegrini 是在《意大利葡萄酒年鉴》中排名第五的知名酒庄，拥有五百年历史，在维尼托产区举足轻重。他们最近在中国设立了办公点，对中国市场未来几年的潜力非常看好。

With a history of 500 years, Allegrini, a renowned winery playing a vital role in Veneto region, ranks fifth in Vini d’Italia. Recently, it has established an office in China, thinking highly of the potential of the Chinese market in future years. Allegrini 中国区代表 Andrea Terragnoli 坦言，在中国市场推广意大利葡萄酒颇具挑战。首先竞争对手们在中国市场各有所长，法国葡萄酒最早获得认可，澳大利亚酒因关税下降而突显价格优势，而智利酒也以物美价廉见称。再次，中国市场有其特殊性，比如人们对葡萄酒价格的接受呈两极分化，而不同城市的接受程度也不一样，市场仍未发展成熟。但实际上，对葡萄酒爱好者而言，意大利酒通常是更好的进阶选择。意大利酒用于酿制的葡萄品种多达 300 种，比法国的 40 种多得多，加之地形多变，意大利人又喜欢创新，酿酒工艺更富于创意，甚至不乏有些“不按牌理出牌”的做法，这样酿成的酒更丰富多样和具有个性，因别具风味而备受资深酒客青睐。针对以上情况，Allegrini 对中国市场进行了细分，主要针对一线城市，在超市等大众化渠道主打 80-500 元价位产品，而在酒店、餐厅、

Terragnoli, a representative of Allegrini in Greater China, says frankly that it is challenging for them to promote Italian wine in the Chinese market because its competitors respectively have their own advantages in this area. For instance, French wine has gained recognition at the earliest stage, and Australian vintage is known for its favorable price due to a decline in customs duties while Chilean red wine boasts its superior quality as well as affordable prices. In addition, the Chinese market also has its unique characteristics, i.e., people hold polorized views in terms of the wine price, and the acceptability for the wine price of people from different cities varies, etc., which indicates that the market is not yet mature. Nevertheless, in reality, Italian wines serve as a better choice for wine lovers, which use over 300 varieties of grapes for brewing, compared with just 40 of their French counterparts. Moreover, varied terrains for grape-growing, innovative ideas, original brewing techniques and other distinct features all contribute to the diversity and uniqueness of these products, which gains popularity among senior customers.

Under these circumstances, Allegrini divides the Chinese market, especially the one in firsttier cities into several segments. Products whose prices range from 80 to 500 yuan are mainly sold through mass channels such as supermarkets, while high-end wines worth 5001000 yuan are promoted in hotels, restaurants and chambers. Furthermore, Andrea also puts emphasis on the market segment of senior client groups and clubs. Besides, they sell goods through specialized e-business platforms such as Vinehoo owing to their low cost, high efficiency and effective advertising. However, online platforms do not provide an on-the-spot tasting service for buyers, which, as a consequence, requires a certain time to win their trust. At present, Andrea is still exploring and exploiting the Chinese market as well as searching for the most appropriate ways of promotion and sales.

FOOD TO CHINA 17

Cover Story 封面故事

Allegrini 酒庄

Italian Wine Classification and Appellation System

本质上，意大利酒可分成四个等级。其中等级最高的两种葡萄酒符合欧盟 “高档葡萄酒”（QWPSR）标准。此类葡萄酒瓶身贴有 DOC( 法定产区级酒级别 ) 或 DOCG（特定法定产区酒级别）标签。

法定产区级酒级别（DOC） DOC 红酒必须遵循严格的生产标准，确保酿制时采用许可的葡萄品种，符合法定要求，才能成为代表其产地的指定红酒。

特定法定产区酒级别（DOCG） DOCG 是意大利品质最好的葡萄酒。除了具备 DOC 所需条件以外，该酒还必须通过品酒盲测。自 1992 年起，人们对 DOCG 葡萄酒的许可产量和天然酒精含量提出了额外限制要求，确保产品符合这一名牌等级的标准，成为意大利国内当之无愧的一流酒品。

优良地区餐酒级别（IGT）第三类葡萄酒属于优良地区餐酒级别（IGT）。人们于 1992 年提出这一酒别称号，旨在认证那些尚未达到 DOC 标准但质量上乘的意大利餐用红酒。尤其值得一提的是“超级托斯卡纳”红酒这个新品种——由于该酒酿制用的葡萄并非产自意大利，根据托斯卡纳地区红酒法，该酒不能被评为法定产区级酒级别，但是它仍然向相关部门提出了认证要求。这一例子也为酒商提供了机会，利用非本地的葡萄品种进行生产试验，IGT 红酒等级中也因此诞生了一些十分有趣的品牌。

日常餐酒级别最后还少不了日常餐酒级别红酒，也就是我们平日餐桌上最普通的红酒。厂家对这类红酒进行批量生产以满足当地的消费需求，但这类酒并不适合陈年收藏。日常餐酒级别红酒对葡萄品种没有特殊规定，唯一的要求是产品必须产自意大利。意大利每一个红酒产地都有名称各异的红酒，人们根据等级对这些红酒进行排名。而命名方式可以代表红酒的特定产地，例如“经典基安蒂”；或者仅以该产地命名，例如“西西里 IGT”。红酒等级制度中的酒品等级也会产生变化——IGT 级红酒可以获得优质酒品认证并升级为 DOC 级红酒。

Essentially, there are four classifications. At the top there are the two Italian categories that fall into the EU "Quality Wine Produced in a Specific Area" (QWPSR) standard. These wines are labeled DOC and DOCG.

Denominazione di Origine Controllata (DOC) DOC wines must be produced according to strict guidelines, ensuring that the wine is made from permitted grape varieties and meets the legal requirements to be designated as a wine from the region it represents.

Denominazione di Origine Controllata e Garantita (DOCG) The DOCG category is reserved for the highest quality wines from Italy. In addition to the conditions required for DOC, the wines must be "guaranteed" by passing a blind tasting test, and since 1992 there have been additional limitations on permitted yields and natural alcohol levels, to ensure that the wines that meet the criteria for this prestigious category are undoubtedly the best that Italy has to offer.

Indicazione Geografica Tipica (IGT) A third category, the IGT classification, was introduced in 1992, in order to acknowledge the wines that did not fit into the DOC category but were of superior quality to Italy’s table wines. In particular, the new breed of "Super Tuscan" wines, that were made from non-Italian grapes, and therefore could not be considered for DOC according to Tuscany’s wine legislation, required recognition. This has also provided an opportunity for winemakers to experiment with grape varieties that are perhaps not native to their region, and some truly interesting wines have emerged under the IGT classification.

Vino da Tavola Finally, Vino da Tavola indicates table wine, the most basic wine available. This is genuinely mass-produced wine that is intended for local consumption and is generally not suitable for ageing. There are no specifications as to what grapes may be used, the only stipulation being that wine labelled Vino da Tavola must have been produced in Italy. Each Italian region has many appellations within, which in turn are ranked according to the classification. The appellation can be an indication of a wine from a very specific area, as in "Chianti Classico", or it can name just the region, as in "Sicily IGT". Within the classification system there is movement – wines that hold IGT status can be recognised as quality wines and promoted to DOC.

18 FOOD TO CHINA

Interview 访谈

Filippo Fondatori 广州四季酒店意珍餐厅主厨 Chef de Cuisine, Four Seasons Hotel Guangzhou

traceable food sources 食品来源真实可溯

Filippo Fondatori 来自意大利托斯卡纳地区，拥有在世界各地 15 年的餐饮工作经验。这次，他与我们分享了选购意大利食材的心得，以及中国客人对意大利食品的反馈。

Filippo Fondatori comes from Tuscany, Italy. He has 15-year work experience in food industry all around the world. Here he shares with us his experience of selecting Italian food materials and Chinese customers’ feedback on Italian food.

FOOD TO CHINA 19

Cover Story 封面故事

Filippo and his team will carry out blind tasting to examine the taste and quality of the food. Apart from this, he will search the information about the suppliers on the internet to further confirm the authenticity of the products information and to follow up the latest conditions of the products.

Italian food is highly accepted in China. Filipino has confidence in the popularity of Italian food in the Chinese market. As he puts it, people are so impressed by the local food during their travels in Italy that they would seek for the same taste after they return. Moreover, the "Chinese appetite" is getting more open to foreign cuisines and western food is highly accepted among the young generation. As 90% of their customers are Chinese, Filippo finds out that some of the recipes of the Italian food might not comply with the Chinese dietary habits. For instance, the traditional Italian pasta or stewed rice might be too hard in taste and too heavy in flavor for Chinese people. He listens to customers and then makes slight adjustments to his recipes. Now, the restaurant renews its menu every two months so as to offer customers more delicious food from different regions of Italy.

Filippo 表示，意珍餐厅重视食物品质，对食材的挑选和采购有严格的标准。厨房里大部分常备食材如意大利面、意大利米、芝士、香料，以及酒类，都会从意大利进口。而一些重要食材，更会提前与原产地供应商沟通。如今，他们与多个食材供应商保持合作，包括常驻意大利原产地的厂商，一来保证充足的当地食材和酒类供应，二来确保食物来源的真实、可溯。当食材到位后，Filippo 和团队会进行盲品，以检验其质量和味道。此外，他还会在互联网上查阅厂商资料，进一步确认产品信息的真实性，并跟进新产品动态。

意大利食品在中国接受度高 Filippo 对意大利菜在中国市场的流行颇有信心，他说人们到意大利旅行，都会对当地美食一试难忘，回来就会寻找那些旅途中的味道。而且，现在“中国胃”相对开放，年青一代更是对西式食品的接受程度颇高。在意珍用餐的客人有九成是中国人。Filippo 也发现有些意大利菜的做法，可能不太符合中国饮食习惯。比如意大利面和意大利烩饭，正宗的做法可能对中国人来说，质感偏硬、口味偏重，他会根据反馈不断作出微调。现在，意珍会每两个月更新一次菜单，以便向客人推荐意大利不同地区的美食。 Filipino says that Caffe Mondo attaches great importance to the food quality and has high standards of selecting and purchasing food materials. Most of the regular food stocks such as pasta, risotto, cheese, spices and alcohol are imported from Italy. And as for some of the important food materials, they will communicate with the Italian suppliers in advance. Now, they maintain cooperation with many food suppliers including those located in the source region, in order to ensure adequate supplies of the original food and alcohol and to guarantee that the food is reliable and traceable. As soon as the food materials are purchased,

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【大厨推荐】在家也可以烹饪的意大利健康食品 Chef's Recommendation: healthy Italian food that you can enjoy at home 1. 特级初榨橄榄油 Extra virgin olive oil 特级初榨橄榄油，是指质量最好的、酸度不超过 0.8 的橄榄油。它由橄榄鲜果在 24 小时内压榨出的纯天然果汁，经油水分离制成，全程纯物理低温压榨，无任何防腐剂和添加剂成份。它能预防心脑血管、糖尿病，有利于改善消化系统功能等。最佳食用方法为凉拌或生食，这样能最有效保留其营养成分。它按质量高低可分为：有机原产地保护特级初榨橄榄油（需 PDO 认证及有机认证），有机特级初榨橄榄油（常用认证有 DIO 有机认证、美国 USDA 有机认证、日本 JAS 有机认证），原产地保护特级初榨橄榄油 ( 例如 PDO 认证 )，和普通特级初榨橄榄油。在意大利，特级初榨橄榄油最有名的产区是托斯卡纳。

2，帕尔玛干酪（Parmigiano Reggiano) 帕尔玛干酪是世界上最著名的奶酪之一。它具有强烈的水果风味、奶香味、咸味、甜味、肉桂香等，是各类极品奶酪完美的结合体。一公斤帕尔玛奶酪由 16 升优质牛奶制成，此外还有蛋白质、维他命、钙和磷含量，极具营养价值。它也是拥有欧盟原产地保护标签的意大利食品，只能在某些规定的地方生产，例如帕尔玛 (Parma) 与附近雷焦艾米利亚 (Reggio Emilia)，摩德纳省 (Modena)，博洛尼亚 (Bologna) 和曼托瓦（Mantova）的部分地区。此外，奶酪所用牛奶必须产自本地区，奶牛只能吃传统上的天然饲料。在制作上极大保留传统工艺的精华，用天然酸乳清发酵牛奶。只有全部生产步骤和最终产品符合规定的干酪，才会被授予 DOP 印签。帕尔玛奶酪最常见的食用方法，就是撒在意大利面上。许多厂家还会事先将奶酪磨碎，放在调味瓶里出售。意大利人也喜欢把它切片跟摩德纳芳香醋 (Aceto Balsamico di Modena) 一起吃，也有人把它切成小块佐红酒，甚至做成意大利饺子的馅，或者放汤里及各类小吃里食用。

1. Extra virgin olive oil Extra virgin olive oil refers to the olive oil of the highest quality and with the acidity below the level of 0.8. Pure fresh fruit juice is squeezed from olive fruits within 24 hours and then the oil is extracted by being separated from the water. The whole process is under the purely physical low-temperature condition so the oil is free from any preservative or addictive. It helps prevent cardio-cerebrovascular diseases and diabetes and also does good to the digestive system. The best way to use it is to make cold dish with it or just eat it raw, which can preserve the nutritional components most effectively. Graded by quality, there are four types of olive oil: organic extra virgin olive oil protected designation of origin (with PDO and organic certification), organic extra virgin olive oil (normally with DIO, USDA or JAS organic certification ), extra virgin olive oil of protected designation of origin(with PDO certification) and ordinary extra virgin olive oil. In Italy, the most famous producing area of extra virgin olive oil is Tuscany.

2. Parmigiano Reggiano Parmigiano Reggiano is one of the most famous cheeses around the world. With strong fruit fragrance, milk flavor, salty and sweet taste, cinnamon scent, it is the perfect combination of different kinds of excellent cheeses. One kilogram of Parmigiano Reggiano is made from sixteen litres of quality milk. Besides, it also has great nutritional value for it contains protein, vitamin, calcium and phosphorus. As an Italian food product labeled with the EU Protected Designation of Origin certification, Parmigiano Reggiano could be produced only in certain prescribed regions, such as Parma, Reggio Emilia, Modena and some parts of Bologna and Mantova. In addition, the milk used must be from the local region and the cow must eat the traditional natural fodder only. The production process reserves the essence of the traditional craft to a great extent and use the natural acid whey to make the milk fermented. Only when all the production procedures and the final product meet the requirements, can the cheese be granted with the DOP certification. The most common way to eat Parmigiano Reggiano is to spray it on the pasta. Many manufacturers squash the cheese before it is put into the cruet for sale. Italians also like to slice it up and eat it along with Aceto Balsamico di Modena. Some may cut it into small pieces and enjoy it when tasting wine, or even make it the filling for dumplings or put it into the soup or other snacks.

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Cover Story 封面故事

Consumers Survey on Italian Food 意大利食品消费者问卷

我们在北上广深一线城市 25-45 岁的中产人士中，随机抽取 6 位完成了这份调查问卷。他们对意大利食品印象不错，也乐于尝试，但多数人不熟悉意大利食品，对产品品牌的印象不深。

We selected randomly 6 middle-class consumers in first-tier cities for this survey. They are aged from 25 to 45. The results show that they all have a good impression on Italian foods and are willing to try some. Yet most of them are not familiar with Italian foods and Italian food brands.

李佳霖（证券事务代表） Li Jialin (Securities affairs representative) 我偶尔会食用意大利食品，感觉它们口味不错，也挺适合中国人的。最喜欢葡萄酒、意大利面和橄榄油，但要说具体的品牌，还一时想不起来。超市有推广时我会去看看，所以多数在超市选购意大利食品。 I eat Italian foods occasionally. Italian foods taste good and suit the taste of Chinese. I like Italian wine, pasta and olive oil. I can’t think of specific brands for the moment. If there is market promotion of Italian foods while I’m shopping in the supermarket, I would have a look at them. I bought Italian food mostly in the supermarket.

文杰（互联网公司市场总监） Wen Jie (Marketing director, Internet Company) 意大利食品我有时会食用，觉得味道不错，食品原料也安全健康。说起意大利食品首先想到的是比萨，而个人最喜欢的是意大利面和橄榄油。我一般是从超市推广，或朋友间传播了解意大利食品，但暂时还没有熟悉的品牌。要购买的话，通常会通过超市、电商渠道。 I eat Italian foods occasionally. Italian foods taste good; the raw materials are safe and healthy. I prefer pasta and olive oil; pizza is also very impressive. I know Italian foods by the market promotions or recommended by friends. I’m not familiar with the brands. I bought Italian food mostly in supermarket or through e-commerce.

Florence（贸易公司部门经理） Florence (Department manager, Trading company) 我偶尔会食用意大利食品，因为它们大多口味不错、原料健康，还代表了一种休闲生活方式，不过价格不便宜。个人喜欢意大利葡萄酒、咖啡、奶酪、意大利面，主要通过超市推广了解，有时也会在餐厅获取相关信息，选购的话则多数在超市。目前还没有熟悉的品牌。 I eat Italian foods occasionally. Italian foods taste good, the raw materials are safe and healthy and they stand for a leisure lifestyle. However, the prices are not cheap. I like Italian wine, coffee, cheese and pasta. I know Italian foods by the market promotions, sometimes get the information in the restaurant. I bought Italian food in the supermarket. I’m not familiar with the brands.

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洁（电信公司职员） Jie (Employee, Telecom company) 意大利食品有时会食用，感觉它们口味不错，也代表了一种休闲生活方式。我喜欢意大利葡萄酒、咖啡、奶酪、意大利面、果酱，也有一些熟悉的意大利食品品牌，比如 illy 咖啡。平日主要是从超市推广、口碑了解意大利食品，购买的话则一般通过超市、电商，还有海外代购。 I eat Italian foods occasionally. Italian foods taste good and they stand for a leisure lifestyle. I like Italian wine, coffee, cheese, pasta and jam. I know some brand like Illy coffee. I know Italian foods by the market promotions and word of mouth. I bought Italian food mostly in supermarket, or through e-commerce and overseas purchasing website.

翟佳（电台主持人） Zhai Jia (Radio DJ) 我经常食用意大利食品，它们总体口味不错。比较喜欢意大利葡萄酒、咖啡、橄榄油。我有一些熟悉的品牌，比如 Poderi Luigi Einaudi（葡萄酒）, Lavazza（咖啡）。平时主要靠口碑了解意大利食品，一般在超市选购。 I often eat Italian food. Overall, Italian foods taste good. I like Italian wine, coffee and olive oil. I know some brands like Poderi Luigi Einaudi (wine) and Lavazza coffee. I bought Italian food mostly in the supermarket. I know Italian food by word of mouth.

紫安（咖啡店主） Zi An (Coffee shop owner) 意大利食品我也经常食用，喜欢它们层次丰富的口感和上成的用料，健康又不失美味，原料也让人放心。个人喜欢意大利葡萄酒、咖啡、奶酪、意大利面、橄榄油、冰激凌。在品牌方面，喜欢维苏马斯卡普（干酪）。平时了解意大利食品，主要靠报纸、杂志等媒体、电商推广和食品展览会。我会通过超市、电商或海外代购购买。 I often eat Italian food. I love Italian foods because they are rich in taste, healthy and delicious. Besides, the raw materials are safe and of best quality. I like Italian wine, coffee, cheese, pasta, olive oil and ice cream and I like Giovanni Colombo mascarpone. I know Italian foods by newspaper, magazine etc., through the promotion of E-commerce and the food exhibition. I bought Italian food mostly in supermarket, or through e-commerce and overseas purchasing website.

Feature 专题

Stefano Marotta UnionAlimentari President 斯特凡诺 • 马罗塔意大利中小食品制造商联合会主席

UnionAlimentari, GATHERING MORE THAN 2000 FOOD PRODUCERS 意大利中小食品制造商联合会

汇聚两千多家意大利食品制造商作为意大利中小企业联合会（Confapi）组织机构中的食品部门，意大利中小食品制造商联合会（UnionAlimentari，以下简称 UA）成立于 1982 年，30 多年来，它逐渐成为一个保护和支持意大利食品企业、并为它们提供服务和专业咨询的组织机构。

UnionAlimentari was born in 1982, as the Food Sector organic structure of the Confapi System, in order to represent the food industrial reality. In more than 30 years UnionAlimentari has changed its aims from political representation to an organic structure which protects and supports companies in the food sector with services and specific consultancies.

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UA 总部位于罗马，另外在意大利北部米兰附近的工业中心地区也设有办公室，以便在全国范围内为成员服务。如今，UA 代表了来自意大利全国食品行业各部门约 2000 家企业，全国有 4800 家企业使用其制定的《食品中小企业全国集体劳动合同》，总营业额约为 280 亿欧元。 UA 通过为中小企业提供最新的行业资讯、技术和法律参考以及有效的工具，支持会员企业的发展，让它们保持跟时代同步，以免错失不断变化的市场机遇。对企业家而言，这也是一个重要的平台，他们可以借此了解行业需求，完善制度，保护企业。此外，UA 还在全国性机构和欧盟相关机构中进行游说，以保护中小企业的利益，为中小企业做推广。

“出口计划”推动海外业务多年来，UA 致力于国际化发展，开展多项活动帮助和支持企业扩大海外市场。21 年来它一直在推行“出口计划”（Export Program），通过每年发布的《意大利优质食品—买家指南》（Italian Food Quality - Buyer’s Guide）推动意大利中小食品企业出口业务的发展。《买家指南》包含了有寻找新客户意向的意大利食品企业的完整信息，对每家企业都有长达两页的详细介绍。而且，UA 每年都会给国外买家寄送两次《买家指南》，在仔细分析每个企业的特点后进行精心配对，然后安排企业会面。（《2015 买家指南》可在这个网址下载。 http://export.unionalimentari.com/catalogo/buyer_s_guide#sfoglia/ pagina1）由于 2015 世界博览会的召开，全世界的目光都聚焦在意大利。联合会实施了新的出口推动计划，旨在建立一个服务网络，帮助企业解决市场上可能出现的各种问题，抓住机遇，应对挑战。

建立中国办事处，开拓中国市场 2014 年 5 月，UA 主席斯特凡诺 • 马罗塔（Stefano Marotta）在米兰第一次会见了中国买家代表团，他说，“希望我们之间的伙伴关系可以成为意大利的食品中小企业的一个参照，以帮助它们在新旧市

场上更专业，对市场洞察更敏锐。” 此次会面由米兰博览会集团和广州世展米兰展览公司合作组织，是 UA“出口计划”推动国际化进程的第一步。斯特凡诺 • 马罗塔说：“我们没有一个可以复制的模式来确保意大利食品的出口业，我们需要在在市场进入阶段、增长阶段以及维持国外市场阶段都为企业打造定制服务。”他又说：“中小企业通常没有能力将资源集中在单个市场，我们必须从不同的国家获得支持，也由此更好地了解不同国家客户的需求。” 2015 年 9 月，UA 与广州世展米兰展览公司签署了重要的协议， UA 中国办公室随即建立，将帮助联合会成员探索进入中国市场的渠道和新机遇。 UA 中国办事处将为意大利食品中小企业提供具体的帮助，就食品行业、展会组织在中国进行市场调研、评估和沟通，并在企业要求下展开推广、分销商品的相关活动。中国办事处提供的部分服务包括：协助对特定产品的等级和关键性质进行评估、协助制定成本核算和投资计划、回应当地市场的特定需求和解决相关问题、和食品企业签订合同、实施个性化的中国市场进入策略、负责组织中国市场的活动等。为了支持意大利公司在世界范围内开展业务，UA 于 2015 年 12 月与一家重要的荷兰公司签署了关于在比荷卢经济联盟设立办事处的协议。该协议针对比荷卢经济联盟市场，其目标与中国办事处相同。此外， UA 还签署了其他协议，支持意大利企业在其他国家开展业务。

As well as through consultancies and the implementation of specific initiatives, the Association guarantees the preservation and promotion of Food SMEs through the lobbying activity that UnionAlimentari exercises at National and EU institutions. UnionAlimentari is a specialized reference point that provides updated news, technical and legal references and efficient tools to

FOOD TO CHINA 25

Feature 专题

2015 年 9 月 22 日，意大利中小食品制造商联合会副主席 Bonaglia Renato 与广东世展米兰展览公司总经理綦宜龙先生签定合作协议，宣布其中国办事处成立。 Sept., 22, 2015, Bonaglia Renato, Vice President of UnionAlimentari signed the contract with Wolfgang Qi, General Manager of WorldexFiera Milano Exhibitions (Guangzhou) Co., Ltd, marked the birth of the Desk in China.

support the economic development of the Italian Food SMEs. In this way the Association keeps members continuously updated and allow them not to miss the challenges that regular market evolution continues to present. For entrepreneurs it is an important opportunity to defend and protect their business and raise awareness at the institutional level about the needs of the sector. UnionAlimentari represents, at national level, about 2000 companies operating in all sectors of Italian Food industry, associated with the Confapi system and 4800 companies in Italy utilize its National Collective Labour Agreement for the Food SMEs. The total turnover represented is around 28 billion Euro. Its headquarter is in Rome and other operational offices are distributed in the industrial heart of northern Italy, near to Milan, to better assist members at national level. It is an organization free of political influences and inspires his actions to the value of democracy: every entrepreneur in the Assembly has one and only one vote like all members, regardless of size, number of employees, turnover or other.

The catalogue contains a full description of Italian food companies willing to find new customers. A deep two pages description is reserved to each company. Twice a year UA sends the catalogue to foreign buyers all over the world and organises business meeting after a deep check of both parts’ characteristic and a careful work of matching. At this link you find the Catalogue UnionAlimentari – Buyer’s Guide 2015 - with detail on the participating companies. http:// export.unionalimentari.com/catalogo/buyer_s_guide#sfoglia/ pagina1 During this important year, with the attention of the World on Italy thanks to Expo2015, UnionAlimentari has focused on a new project to support companies for the development of exports. The goal is to realize a network of Desks that will aim to help companies for all kind of problem that may occur in each market, considering in each case the specific and peculiar opportunities and difficulties.

UnionAlimentari Desk in China

With this objective, UnionAlimentari realizes its Export Program, since 21 years.

"We want that Italian Food SMEs find in UnionAlimentari, and through the partnerships that we are able to establish, a point of reference for Italian food in order to attack with greater professionalism and incisiveness new and old markets", that’s what Stefano Marotta – President of UnionAlimentari - stated during the first meeting with a delegation of Buyers from China last May in Milan. The event, organized in collaboration with Fiera Milano Spa and WorldexFiera Milano Exhibitions (Guangzhou) Co., Ltd, has been the first step of this important project for the internationalization.

The aim of the UnionAlimentari Export Program is to promote the export of the small and medium Italian food companies through the publication every year of the catalogue “Italian Food Quality - Buyer’s Guide”.

"There is no just a single replicable model to ensure support for exports of Italian food. We have to build tailored services to help our Companies in both stages, in the entry phase as well as in the more complex stage of growth and maintenance of the

Development of internationalization Since years UnionAlimentari is oriented towards the development of internationalization and that’s why it works on several activities to help and support companies in their efforts to enlarge and increase their business towards foreign markets.

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presence in the foreign markets - continues Stefano Marotta SMEs usually do not have such facilities to dedicate resources targeted to individual markets. Anyway we know that we cannot treat the Chinese consumer like the Canadian one, and we have to outsource support to better understand the needs of customers in different countries. " The first step of this ambitious project was the realization of the UnionAlimentari Desk in China. In September 2015，in fact an important agreement has been signed with WorldexFiera Milano Exhibitions (Guangzhou) Co., Ltd which marked the birth of the Desk. The Desk in China will assist Unionalimentari’s members to develop opportunities and channels to enter the Chinese market. Offering a specific help, the Desk will work on market researches, evaluations and communication in China regarding food business, organization of fairs, and any other activities requested by companies in order to promote and distribute their products in China. Some of the Desk’s services: Support for assessments on rating and critical nature of specific products, with definition of costs and investment plan; Answers to specific needs and questions related to the local market; Development of contacts with food business operators to evaluate personalized entry strategies to the Chinese market; Organization of events in the Territory, and so on. In line with this effort to support companies for their business worldwide, in December UnionAlimentari has signed another agreement with an important Dutch Company for the establishment of a Desk in Benelux, with the same aims of the Chinese one, related to the Benelux market.

意大利中小食品制造商联合会 UnionAlimentari 总部地址：意大利，罗马 Via della ColonnaAntonina, 52 – 00186 电话：+39 6512 1752 传真：+39 6512 2497 官网：www.unionalimentari.com 邮箱：info@unionalimentari.com 欲了解“出口计划”详情，请发送电子邮件至 Programexportprogram@unionalimentari.com

中国办事处 (Desk UnionAlimentari in China)：广州世展米兰展览有限公司 WorldexFiera MilanoExhibitions (Guangzhou) Co., Ltd. 地址：广东省广州市德政北路 538 号达信大厦 2502 室电话：+86 20 83276772 传真：+86 20 83276765

What’s new

UnionAlimentari also confirms that other contacts have been established to boost the support activities on other countries.

意大利中小食品制造商联合会 UnionAlimentari 已经开始新一年的市场活动。它于 2016 年 1 月 28-29 日分别在罗马和米兰举办两年一届的大型意大利食品出口推广招商活动。参加本次活动的意大利食品企业，涵盖的产品品类非常丰富，包括葡萄酒、咖啡、面点、甜点、面食、乳制品、冷冻食品、调味料、蔬果产品、肉制品、有机食品、等。此次活动，广州世展米兰展览有限公司也受邀，协助 UA 在中国招募对意大利食品有兴趣的买家前往当地。通过筛选，有幸中选的中国买家不仅获得 UA 赞助的机票和住宿，还获得 UA 根据其需求匹配的 5-6 家精准供应商的一对一洽谈机会。

UnionAlimentari has kicked off its new round of market activities for the next year. The biennial large-scale promotion activities for Italian exported food are about to be held in Rome and Milan on 28th and 29th January 2016 respectively. And Worldex Fiera Milano Exhibitions (Guangzhou) Co. Ltd was invited to help recruit Chinese enterprises interested in Italian foods to participate in the promotion activity in Italy. The exhibitors comprise a wide range of food enterprises including producers of grape wine, coffee, cakes, desserts, wheaten food, dairy, frozen foods, flavorings, vegetables and fruits, meat products, organic foods and etc. Some Chinese buyers, if lucky enough, will be chosen by Worldex Fiera Milano Exhibitions （Guangzhou） Co., Ltd. to attend promotion activities sponsored by UA in Italy. They will be provided not only with free tickets and accommodation, but also business opportunities, as a result of careful match arranged by UA for one-to-one business meeting with 5-6 suppliers at their requests.

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Global Trends 环球趋势

Top10

Food and Beverage Trend Predictions for 2016 2016 年食品和饮料十大趋势

总部位于荷兰德伊芬的英诺华市场观察公司（Innova Market Insights），是一个为食品、饮料和营养行业提供全球市场资讯的著名市场调研机构，每年都提供关于食品和饮料趋势的重要预测。英诺华数据库（The Innova Database）是一个先进的食品饮料在线数据库，由专业、行内领先的食品饮料专家团队组建而成，搜集有 70 多个国家最新的市场数据。英诺华公司的调查数据显示，人们对食物品质的要求年年见高，2016 年，市场上有以下十大趋势。

Innova Market Insights is a supplier of global market intelligence for the food, beverage and nutrition industry. Every year, Innova release important trends about global food and beverage market. The Innova Database is an online, cutting-edge food and beverage product database created by a dedicated team of industry-leading food and beverage experts. The data shows that people have higher requirement for the food quality. Let’s see what are the 10 trends of this year. 28 FOOD TO CHINA

“清晰标签”趋势不断明朗 “清晰标签 clear label”是 2015 年食品饮料市场的一个主要趋势，这种标签更加清晰透明，主要适用于较少使用人工添加剂的简单产品。“清晰标签”把 “清洁标签 clean label”* 提升到了一个新的水平。消费者越来越希望标签上都是他们能够看懂的成分。与此同时，一些监管措施的推出，如欧盟对色素添加食品的指引等，正在提高食品业的监管透明度。食品新产品开发增长最快的是有机产品，这说明，在短期内有机产品将成为“清晰标签”发展的主要平台。 * 清洁标签：起源于欧盟，就是在产品标签中尽可能少出现代表食品添加剂的 E 编码，保持标签配料栏中食品天然的属性。

Clear label trend continues to crystallize “Clear label” established itself as a key trend in 2015, with greater transparency and the focus on simpler products with fewer artificial additives taking “clean label” to the next level. The biggest surge in new product development has been reported in organic products, indicating that this will be a key platform going forward in the short term, although the challenges involved may result in more beneficial platforms for clear label in the longer term. Consumers are pushing for only having ingredients they understand on the label, whilst regulatory developments such as the EU guidance notes around colouring foods are providing more regulatory clarity

“零添加”成为主流英诺华公司几年前开始预测到食品“零添加”的趋势，而现在这一趋势正在成为主流。其实，很多消费者并不需要不含谷蛋白、小麦及乳制品的食品，但依然会购买这些产品，因为他们认为零添加的食品更健康。食品行业别无他选，只好回应消费者的需求。近来主流的不含谷蛋白食品的消费剧增，速度惊人。 “零添加”食品之风到底有多盛行呢？英诺华公司 2015 年上半年的调查记录显示，20% 的谷物类食品都宣称不添加谷蛋白。与此同时，“零添加”食品中使用原料的种类也在增多。过去只有豆制品才能替代奶制品，如今，牛奶也可以由杏仁、大米和腰果制成。

Free-from for all Free-from has featured in Innova’s predictions for the last few years, but this trend was now entering the mainstream. Many consumers don’t actually need products that are free from gluten, wheat, and dairy, but are demanding them anyway, as they believe them to be healthier. Industry has little choice but to respond and the recent surge in mainstream gluten-free products has been incredible. Demonstrating how prolific free-from claims are becoming, 20% of cereal launches tracked by Innova in the first half of 2015 carried a gluten-free claim. At the same time, the variety of ingredients being used in free-from products has expanded. Dairy alternatives used to be limited to soy based products, whereas now we are seeing milks made from almonds, rice and cashews.

弹性素食者推动技术发展人们出于对健康、可持续性及动物保护等方面的考虑而减少肉食摄入，因此“弹性素食者”（大部分时间吃素食的人）日益增多，这对新产品产生了很大的影响，包括：推动产品技术的发展，加快生产出口感更好且吃起来更像肉食的素食，促进替代蛋白源的使用，推广动物友好型食品加工过程等。

The flexitarian effect The rise of part-time vegetarians, who have reduced their meat consumption because of health, sustainability, and animal welfare concerns, is having a major impact on new product activity. This includes the technological development and promotion of better-tasting products more reminiscent of meat, as well as the use of alternative protein sources and more animal-friendly processes.

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Global Trends 环球趋势

自然的加工方式前景乐观企业的生产流程越来越公开，这一趋势已经持续了五六年，现已成为主流。沿袭了几个世纪的传统食品加工方式，现今受到了关注。这种加工方式自然而真实，消减了许多过度加工食品给人们带来的负面印象。西方消费者也渐渐意识到发酵食品能给健康带来益处。如果高压加工技术（HPP）等新技术能被看作是一种新的替代防腐剂的方式，或许也会大受欢迎。

Processing the natural way The trend of brands communicating more openly about their production process has been building for five or six years and is now becoming mainstream. Established food processing practices that have been around for centuries are in the spotlight. They bring with them a natural and authentic image to counteract some of the negative perceptions of heavily processed foods. The health benefits of fermented foods are seeing increasing awareness among Western consumers. Newer technologies such as high pressure processing (HPP) may also succeed if they are seen as a fresh alternative to preservatives.

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美食使人对蔬菜亮绿灯消费者知道自己该多吃点绿色食物，但因其食之无味，所以总是望而却步。对孩子而言，可以通过给他们吃看不出蔬菜原料的食物，来鼓励他们多吃蔬菜。而随着冰沙、富含蔬菜的意大利面等食物逐渐受到喜爱，也意味着成年人会摄入更多的绿色食物。

Green light for vegetables Consumers know that they need to eat more greens, but shy away because of taste expectations. Children can be encouraged to eat more through hidden vegetable products, while the rise of fusion smoothies and high vegetable pastas, indicates that adults can also be encouraged to increase their intake.

真实溯源有助推广如果产品来自远方，消费者就会想知道该产品是否来源稳定，或是否由受过良好培训、薪酬良好的工人生产出来的。而产自特定地区的主食，要比产自普通地区的主食更具市场优势。众多品牌企业正努力建立产品与产地间“真实”的链接，而消费者更是对产品背后的故事热情不减。2011 年至 2015 年，带有“产地”和“成分”字样的产品推广活动数量增多了两倍。产品背后还有更多可讲述的故事，无论大小品牌，都可充分利用这一点。

Creating a“real” link Consumers want to know that the product is local, sustainably sourced, or created by well treated and well-paid workers if it comes from a distant land, and staple foods from a specific region have a marketing advantage over generic staples. Brands are really trying to create a link to where the product comes from, The "real" trend isn’t a new one, but it seems the consumer appetite for a good back story is showing no signs of abating - the number of launches with ‘made in’ and ‘ingredients from’wording tripled between 2011 and 2015, putting this trend at number five in Innova's top ten. There’s a lot more storytelling that can be done and that applies to big brands as well as smallones.

小企业有大创意众多小型灵活的食品企业涌入了食品市场。大型企业在过去很少有强大的竞争对手，现在却有数百个小的竞争对手。许多小型企业虽然只做一种产品，却将产品做得尽善尽美。由于在发展过程中较少受到限制，小型企业创意不断，超越大型企业，而大型企业想设法复制它们的模式，甚至要将小型企业一并收购。小型企业已经成为食品产业的思想领导者，它们的一举一动都值得时刻关注。

Small players, big ideas This prediction stems from the influx of smaller, more nimble companies onto the food scene. Big companies used to have a few major competitors, now they have hundreds of small ones. Many of these small players only do one thing, but they do it well. Because they are less restricted in their development process, small companies are getting their ideas out much quicker and serving as inspiration for the big boys, who are resorting to copying them, or just buying them out altogether. Small companies have become the food industry thought leaders, so we all need to be watching them to see what they do next.

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营养食品不再是运动员专利运动营养食品生产商意识到，把目标锁定在健美运动员、精英运动员以及健身爱好者这一饱和的小众消费群体上，已经束缚了他们的发展。其实运动营养食品中的一些成分，如蛋白质和能量成分等，对大多数人都适用。因此，生产商开始进军更广阔多样的健康生活领域。英诺华公司的调查记录显示，越来越多的产品在宣传时会突出其含有蛋白质，例如，有百分之十的谷物类食品（多为条状）在宣传时称其产品含有蛋白质。运动营养食品新口味的发明，也说明它们不再仅仅针对运动员。根据英诺华公司的调查，2011 年上半年，全球 41% 的运动食品都是原味的，但是截至 2015 年上半年，这一数据就降为了 24%。

Beyond the athlete Sports nutrition manufacturers have realised that they can only get so far in targeting the saturated niche of bodybuilders, elite athletes and fitness fanatics in western markets. Sports nutrition components such as protein and energy ingredients can be exploited by all demographic groups. Manufacturers are therefore diversifying into the broader healthy living platform. This is borne out by the increase in protein claims tracked by Innova - 10% of all cereal launches - many of them bars - carry a protein claim. Flavour innovation is another indicator that sports nutrition products are no longer just for athletes: in the first half of 2011, 41% of global sports products tracked by Innova were unflavoured, but by the first half of 2015, this figure had fallen to 24%.

自欺欺人的“多食无忧” 很多消费者都有健康意识，但他们又想把吃当作一种正当而纯粹的乐趣——我们把这叫做“多食无忧”，也就是在饮食中添加健康营养的成分。比如，含有水果和益生菌的酸奶既可以当作甜品，又对身体有益，吃多少都没有负罪感。零食也一样，早前人们就开始在零食里添加谷物和种子，这样就为吃零食找到了正当理由。但是根据英诺华公司的研究调查，这种做法似乎并不能减少热量的摄入。

The indulgence alibi A lot of health conscious consumers want to justify consuming a product purely for pleasure - we call this the indulgence alibi, and it can be portion size or the inclusion of wholesome ingredients. Examples of this trend include yogurt drops with real fruit and probiotics, that are positioned as a sweet but are highly functional, making for a guilt-free indulgence. This has been going on in the snacks category for a long time, with grains and seeds being added to give an ‘alibi’, but according to Innova, there are no signs of a slowdown.

为新鲜体验而吃热爱旅行、冒险的消费者总是期望吃到原汁原味的当地食品，为此满世界寻找正宗的特色美食。食物的口感和质地做得越来越大胆，越来越有特色，而且越来越刺激。吃，正在变为一种体验行为。

Tastes for new experiences Well-travelled and adventurous consumers are expecting more authenticity and originality from food and beverages that they consume. They are looking for highly specific and authentic products from all corners of the globe. flavours and textures were becoming even bolder, more specific and more adventurous. Eating is becoming an experience.

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Global Trends 环球趋势

“World Whisky of the Year ” 30 美金的“全球最佳威士忌

《2016 威士忌圣经》年度最佳威士忌：加拿大皇冠“北境丰收 " 黑麦威士忌 The “World Whisky of the Year” in Whisky Bible 2016: Canada’s Crown Royal Northern Harvest Rye. 《威士忌圣经》作者吉姆 • 莫瑞 Jim Murray 是世界上第一个专职威士忌作家。《威士忌圣经》首次发行时间为 2003 年，书中涵盖了吉姆• 莫瑞和他的品酒团队所能找到的所有威士忌，他采用的是百分制评分体系，品评标准包括香气、口感、余味及平衡度，每个都为 25 分。《威士忌圣经 2016》中涵盖了近 4600 款威士忌，其中有 1000 多款为最新加上去的。金吉姆 • 穆雷的《2016 威士忌圣经》给皇冠“北境丰收 " 黑麦威士忌授予了“年度最佳威士忌”的荣誉称号。去年此项殊荣则落入日本山崎单一麦芽雪莉桶手中，震惊了整个威士忌界。这款威士忌产自世界上最遥远的酿酒厂之一 , 首次获年度最佳威士忌殊荣，而且售价只有 30 美金，是性价比颇高的一款威士忌。姆利蒸馏酒厂坐落在加拿大中部的温尼伯湖畔，是皇冠威士忌的生产地。这瓶“北境丰收”黑麦威士忌 2015 年上半年才上市。虽然加拿大威士忌俗称为黑麦威士忌，但是这个新款威士忌是为数不多的由近 100% 黑麦制成的威士忌。而其他大多数威士忌则是由玉米或小麦混合黑麦和添加其他香料蒸馏制成。在吉姆的《2016 威士忌圣经》当中，他给予“北境丰收”黑麦威士忌 97.5 的高分，并且评论道：“黑麦是最优秀的酿酒谷物，不仅仅在于它让人迷恋的味道，还在于它能突破常规，让我们感受到一种美

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妙又复杂的新高度。说它是大师级作品一点都不为过。” 加拿大皇冠“北境丰收 " 黑麦威士忌助力黑麦威士忌赢得二连击，第二名是由美国肯塔基州的天堂山酒厂酿造的派克斯维尔纯黑麦威士忌（酒精纯度为 100），二者在争夺冠军头衔的竞争中不相上下。第三名则是另一种传统威士忌，那就是爱尔兰的纯壶式蒸馏佳酿——米德尔顿威士忌。这也是爱尔兰威士忌首次跻身前三名。而苏格兰第二次错失《威士忌圣经》的前五位置。

Jim Murray, the author of Whisky Bible, is the first professional Whisky writer around the world. Whisky Bible, which was first released in 2003, covers all kinds of whisky that Jim and his tasting team can find. Jim grades whisky out of an overall score of 100, which is reflective of the four key criteria-nose, taste, finish and balance-each awarded marks out 25. Whisky Bible 2016 contains nearly 4600 whiskies, among which over 1000 whiskies are newly added.

One of the world’s most remote distilleries has been awarded World Whisky of the Year for the very first time. Moreover, it has

rather high cost performance, selling at only 30$. The Gimli Distillery, which sits on the shores of Lake Winnipeg in central Canada, is the home to the Crown Royal brand. Which in Jim Murray’s Whisky Bible 2016, has been given the coveted title of World Whisky of the Year with its special Northern Harvest Rye edition. It is the first time a Canadian Whisky has won the top prize in the Whisky Bible. Last year the whisky world was shaken when the award went to a Japanese single malt.

top spot. Third came another traditional whiskey, a pure pot still from Ireland – Midleton Dair Ghaelach. It is the first time an Irish whiskey has made one of the top three spots. With Buffalo Trace’s William Larue Weller bourbon coming in fourth and Yamazaki Mizunara from Japan fifth, it is the second year Scotland has missed out in a top five placing in the Whisky Bible.

The Northern Harvest Rye went on sale in the first half of 2015. Although Canadian whisky is commonly known as rye, this new brand is one of only a handful which is actually made from near 100% rye grain. Most others are distilled from corn or wheat with rye and other flavourings added. In his Whisky Bible 2016 he gives Northern Harvest Rye a recordqualifying 97.5 out of 100 points and comments: “Rye, that most eloquent of grains, not just turning up to charm and enthral but to also take us through a routine which reaches new heights of beauty and complexity. To say this is a masterpiece is barely doing it justice.” Crown Royal’s Northern Harvest Rye made it an astonishing performance for rye whisky, as it narrowly eclipsed Pikesville 100 proof Straight Rye from the Heaven Hill Distillery Kentucky for

加拿大威士忌

CANADIAN WHISKEY

几乎所有的加拿大威士忌都属于调和式威士忌，以连续式蒸馏制造出来的谷物威士忌做为主体，再以壶式蒸馏器制造出来的裸麦威士忌 (Rye Whiskey) 增添其风味与颜色。由于连续式蒸馏的威士忌酒通常都比较清淡，甚至很接近伏特加之类的白色烈酒，因此加拿大威士忌常号称是“全世界最清淡的威士忌”。

produced by column still and rye whisky that is made by pot still to add more flavors and colors. As column still whisky is usually mild, similar to white liquors like vodka, Canadian whisky is known as “world’s mildest whisky”.

Almost all Canadian whiskies are blended whisky which consists of grain whisky that is

关于加拿大皇冠品牌： About Canada’s Crown Royal 为纪念英皇佐治六世 (King George VI) 及玛利皇后 (Queen Mary) 于 1929 年访问加拿大而配制的皇冠威士忌，是目前世界上最畅销的优质加拿大威士忌。 Crown Royal was introduced in the year 1929 when the emperor King Grorge VI and Queen Mary visited Canada, as a tribute to the royal visit. Now it is the most popular and quality Canadian whisky around the world.

《威士忌圣经 2016》获奖名单 Whisky Bible 2016 awards list 年度最佳威士忌

1. 皇冠“北境丰收 " 黑麦威士忌（加拿大） 2. 派克斯维尔纯黑麦威士忌（美国） 3. 米德尔顿威士忌（爱尔兰） 4. 威廉罗伦波本威士忌（2014 年装瓶）（美国） 5. 山崎水桶（2014 年装瓶） “World Whisky of the Year ” 1.Crown Royal Northern Harvest Rye（Canada） 2.Pikesville Straight Rye（USA） 3.Midleton Dair Ghaelach（Ireland） 4.William Larue Weller Bourbon (Bot.2014)（USA） 5.Suntory Yamazaki Mizunara (Bot. 2014) FOOD TO CHINA 33

Global Trends 环球趋势

investment in railway cold chains required “新丝绸之路”将成为完善冷链行业的强有力推手 “新丝绸之路”（渝新欧铁路）联通重庆和荷兰鹿特丹，为欧洲出口商提供了一条进入中国市场的令人兴奋的新路线，与航运相比，它将运输时间减少了 30 多天。然而，要构建中国生鲜食品的供应链，冷链也同样需要进行改善。在一份题为“货运列车和冷链” 联合报告中，专注于农业的荷兰合作银行（Rabobank）与世界领先的农业大学瓦格宁根大学（Wageningen UR）分析了中国的生鲜食品供应链建设所需要的内容。该报告与荷兰合作银行的“投资食品”构想相符，包含食物链当中的所有环节，不管是荷兰国内还是国外，而且还要应对全球食品安全的挑战，如食品获取、食品浪费和营养平衡等。中国消费量的不断增长受到持续的经济增长和城市化的推动。在未来几年中，中国经济增速预计达到 6-7%，将推动 3800 万家庭进入中产阶级上层。越来越多的生鲜食品正通过现代销售渠道进入中国消费者的视野，如超市、大卖场和电商平台。食品安全是推动顾客放弃传统湿货市场的其中一个驱动力，它也会一直是中国消费者最关心的问题之一。通过便利的现代化渠道购买新鲜安全食品的需求促使中国投资冷链的基础设施建设。过去五年里，中国食品冷藏容量从 2007 年的 1200 万立方米上升到 2015 年的大概一亿立方米。但是，中国的冷链行业仍处于落后位置，亟需提高质量和容量。冷链的投资是巨大的：未来 10 年预计需要 850 亿美元。只要冷链公司开始将其业务模式调整为高附加值战略，应对客户对服务的更高需求，中国的冷链行业就能够完善提高。冷链行业的完善给中国带来的好处是巨大的。一个高层次的冷链行业能带来以下优势： • 减少 14% 的易腐食品浪费：价值 75 亿美元。 • 降低 10% 的食品价格和饥饿人口：农民用冷藏车运输农作物，农村收入也将会提高。 • 减少保健费用：完善冷链将减少记录的每年 9000 万食源性疾病。 • 减少 10-20% 的排放：现代节能技术和新型制冷剂能够减少车辆和仓库 1020% 的排放。 “新丝绸之路”将成为完善冷链行业的强有力的推手，因为它将中国冷链供应商与高质量产品相联系。运输时间的减少对出口商来说有利，尤其是在产品质量、价格和物流选择方面。“新丝绸之路”一旦成熟，它便能加强国际贸易、减少地区事件的受损程度，如作物病害和极端天气，从而稳定中国的食品体系。 “新丝绸之路” 还能潜在地加强竞争、改变如今贸易伙伴的竞争地位，如美国、巴西和澳大利亚，同时还能加强食品体系的价格稳定性。 34 FOOD TO CHINA

The New Silk Road — the Yu’Xin’Ou Railway,

connecting Chongqing and Rotterdam by rail, provides an exciting new route to market for European exporters as it reduces transport times by over 30 days compared to shipping. However, to build China’s supply chains for fresh, or perishable food, an improvement of its cold chains is also needed. In a joint report Freight Trains and Cold Chains, Rabobank together with the world’s leading agricultural university of Wageningen UR, analyses what building China’s new supply chains for perishables will entail. The report fits perfectly in Rabobank’s Banking for Food vision that encompasses all links in the food chains, in and outside the Netherlands, and tackles global food security challenges such as accessibility to food, food waste and balanced nutrition. Increasing consumption in China is being driven by continued economic growth and urbanisation. China’s economy is expected to grow by 6-7% annually in the coming years, pushing a further 38 million households into the upper middle class. Fresh or perishable food is increasingly reaching Chinese consumers through modern distribution channels, including supermarkets, hypermarkets and online. Food safety is one of the driving forces pushing shoppers away from traditional wet markets and it is expected to remain one of the biggest concerns for the Chinese population.

The demand for fresh safe food, bought through convenient modern channels is driving the country’s investment in cold chain infrastructure. Over the past five years, storage capacity has grown from 12 million cubic meters in 2007 to roughly 100 million cubic meters in 2015.

• reduce healthcare costs: improved cold chains would reduce the 90 million annually recorded cases of food-borne diseases • 10-20% reduction of emissions: modern, energy efficient technologies and new refrigerants can reduce emissions of both vehicles and warehouses by 10-20%.

However, China’s cold chain sector is still lagging and needs to improve in terms of both quality and capacity. The associated investments are huge: an estimated USD 85 billion is needed in the next ten years. The country’s cold chain sector will be able to improve once cold chain companies start adapting their business models into higher-value strategies in response to the higher service needs of their clients.

The New Silk Road can be a strong driver of improvements to the cold chain industry, as it brings Chinese cold chain providers in contact with high-standard products. The reduced transportation time has several advantages for exporters with respect to product quality, pricing, and distribution options. Once matured, the ‘New Silk Road’ has the capability to stabilise China’s food system by enhancing international trade and reducing the vulnerability to regional events, such as crop disease and extreme weather. In time, it also has the potential to enhance competition, changing the competitive positions of current trading partners like the US, Brazil and Australia, as well as improving the price stability of the food system.

The benefits to China of an improved cold chain sector can hardly be overestimated. The presence of a high-level cold chain sector would: • reduce the waste of perishables by 14%：a worth of USD 7.5 billion • create a 10% reduction in food prices and hunger: Rural income would also increase as farmers transport their crops in refrigerated trucks.

Young Women, Key to China Wine Rise 年轻女性推动红酒进口消费葡萄酒行业市场调研和咨询公司“酒智”（Wine Intelligence）研究报告显示，中国城市中产阶级里的进口葡萄酒饮用者，在 2015 年底已达到 3800 万人，自 2012 年以来增长了 100%。而进口葡萄酒饮用人数的上升，很大程度归因于年轻女性消费者的增加。这也提醒了红酒品牌商、进口商和渠道商，必须对该群体的背景和消费观多加关注。近年来不断变化的社会环境使得女性饮酒这个现象变得更加广为接受。性别角色已经模糊，中国的男性和女性能够更加平等地参与各项活动并在许多社交场合一同饮酒。而且，中国新一代的职场女性在社会环境的推动下，不得不通过饮酒以示与男同事的性别“平等”。尽管社会普遍接受男性饮用高度酒，但是如今女性饮用高度酒（如白酒）仍未能被中国的文化完全接受。另外，女性消费者的经济独立也是推动女性酒精消费增加的一个因素，在过去 50 年里尤为明显。在酒精领域，中国女性似乎主要青睐红酒，很大程度是因为红酒反映了她们所希冀的生活方式。再者，许多消费者也认为适度饮用红酒有利健康而且有美肤功效。

According to the research report of Wine Intelligence, a market research and` consulting firm in wine industry, the number of China’s

urban middle class consuming imported wine reached 38 million at the end of 2015, rising by 100% compared to that of 2012. The growth in imported wine consumers to a large extent attributes to the increase of young women consumers. This phenomenon reminds brand developers, importers and distributors in wine industry that more attention should be paid to the background and consumption views of this consumer group. Changing social conditions in recent years have led to the wider acceptance of drinking among women. Gender roles have been blurring, and women and men are more equally attending events and participating in drinking in most social occasions in China. Moreover, the new generation of working women in China is socially compelled to consume alcohol to stay “equal” in the eyes of their male colleagues. Though it is socially acceptable for men to consume highstrength alcohol, the concept of women consuming high-strength alcohol such as baijiu is still not fully accepted in Chinese culture. Besides, female consumers’ financial independence may also explain the rise in alcohol consumption among women, particularly in the past five years. Within the alcohol sector, Chinese women appear to have primarily embraced wine, largely because it reflects their aspirational lifestyles. In addition, many consumers believe that drinking wine is good for one’s health and that it promotes beautiful skin. FOOD TO CHINA 35

Global Trends 环球趋势

Australia and Canada’s Meat Export to China will Continue to Grow 澳、加等国对华肉类出口量将持续上升普华永道（PwC）的报告显示，如今中国市民的肉类消费比 1971 年增长 400%。普华永道的农业顾问理查德 • 弗格森表示，尽管中国如今面临着经济问题，但是不断增长的食品消费还是为中国和国际食品公司带来了商机。

加拿大推进对华牛肉出口近年来中国的牛肉消费增长迅猛。2015 上半年，中国的牛肉进口达 18.4 万吨，比 2014 年同期增长 17%。去年加拿大牛肉节在北京举行，这是一个旨在将加拿大牛肉引进中国市场的促销活动。实际上，从 2011 年起，加拿大对华牛肉销售就已大幅上升。2014 年，中国的加拿大牛肉进口与去年同期相比增长了 40%，达 4010 万加元。2015 年 1 月 1 日至 8 月 31 日，加拿大的对华牛肉出口达 13429 吨，而前一年同期出口量为 4986 吨。

澳大利亚肉类仍占市场优势但是，澳大利亚仍是中国最大的牛肉供货商，占市场总份额的 38%。另外，从 2015 年 12 月开始中国与澳大利亚启动实施自由贸易协定。超过 86% 的澳大利亚对华出口商品如今享受免税，最后这个比例将达到 96%。因此，澳大利亚肉类将在中国市场高歌猛进。中国消费者也表示愿意高价购买进口食品，因为他们认为进口食品比国内食品更安全。其他国家也开始在中国市场扩展业务，例如新西兰、乌拉圭、巴西和阿根廷等。 36 FOOD TO CHINA

A Pricewatercoopers (PwC) report has found that Chinese citizens are eating 400 percent more meat today than they were in 1971. Agricultural advisor to PwC, Richard Ferguson, says the increasing food consumption presents opportunity for both Chinese and international food companies despite the country’s current economic problems.

Canada promotes beef in China Beef consumption in China has been soaring in recent years. Chinese imports of beef in the first half of 2015 stood at 184,000 tonnes – up 17 percent, with the same period in 2014. The Canada Beef Festival, a promotional event to introduce Canadian beef to the Chinese market, was held in Beijing last year. Actually, since 2011, Canadian beef sales to China have increased significantly. In China, Canadian beef imports rose 40 percent year-on-year in 2014, reaching C$40.1 million. Canadian beef exports to China in 2015 were 13,429 tonnes from Jan 1 to Aug 31, compared with 4,986 for the same period in 2014.

Australia meat still has an advantage over the market However, Australia continues to be the largest supplier of beef to China, with a 38 percent share of the market. In addition, China has launched new Free Trade Agreements with Australia since Dec 2015. More than 86 percent of Australian exports to China would now be tariff free — with the figure eventually due to rise to 96 percent. As a result, Australian meat is expected to receive a boost in the Chinese market. Chinese consumers have shown themselves willing to pay a premium for imported food, seen as safer than domestic products. Other countries are starting to increase their presence in the Chinese market, such as New Zealand, Uruguay，Brazil and Argentina.

Food Detectives 食品侦探

International Food Detectives 国际食品侦探

snacks with desired quality from 6 countries 发现六国好零食

为了在全球范围搜罗新鲜有趣的食品，我们连线了旅居各国多年，喜欢搜寻美食的华人朋友，请他们以 “侦探”身份，推荐一些在本地热销，但又符合华人口味的食品。它们或许原料独特，或许制作、包装与众不同，又或许食用方式、口味超乎想象，而且大多还没出现在中国市场。这一期的主题是“新奇特优零食”，看“食品侦探”们都推荐了什么——

In a bid to find out fresh and interesting snacks

worldwide, we reached many Chinese who have stayed abroad for years and are keen on finding delicacies, and asked them to recommend as “detectives” some locally-popular snacks which suit the taste of Chinese. They may be distinctive in raw materials, processing or package; or they are impressive in favors and ways of eating and are not yet marketed in China. The theme for this issue is “novel snacks with desired quality”. Now let’s find out what our “food detectives” have recommended.

【美国】America

食品侦探：Ecco 从事法律工作，以跑马拉松的名义游历世界、寻觅美食。 Food Detective: Ecco Engaging in legal works, enthusiastic about finding delicacies around the world in the name of running marathons.

推荐：Mauna Loa 果仁（夏威夷果仁）档案：这是夏威夷岛上最出色的果仁品牌，是当地零食首选。4.5 盎司 / 袋，价格为 6.99 美元。点评：有五种口味，原味、海盐和蒜香各有千秋，都保留了果仁的清甜爽脆，蜜糖烘烤味则将咸甜融合得恰到好处，而巧克力味较普通。 Recommendation: Mauna Loa (Macadamia nuts) File: It is the best nut brand in Hawaii and also the first choice among local snacks. $6.99/packet with 4.5 ounces. Comments: Five flavors are available，among which the original, sea salt and garlic flavors have their own features while maintaining the sweet and crisp characteristics of nuts, the baked honey flavor tastes neither too salty nor too sweet.

38 FOOD TO CHINA

推荐：暗黑彩虹糖（Skittles Darkside) 档案：美国最受欢迎咀嚼型糖果第二名，风靡全球超过 20 年。中国市场常见混合水果味和酸甜水果味。10.5 盎司 / 袋，价格为 2.69 美元。点评：主流产品里的恶搞小趣味，美国独有的暗黑版，表面颜色和实际吃到的味道不一样。总体以甜味为主，性价比高。

Recommendation: Skittles Darkside File:As the second most popular chewy candy in American, it

has swept the world for over 20 years. The most common favors available on China’s market are mixed fruits as well as sweet and sour fruits flavors. $2.69/packet with 10.5 ounces. Comments: As a kind of spoof among mainstream products, it’s surface colors do not infer to the flavors you think they might be. The Skittles Darkside is only available in America. It is generally sweet with a high price/performance ratio.

【荷兰】Netherlands

食品侦探：Candy Bear 全职妈妈，爱玩爱吃，爱逛特色小店搜罗新鲜玩意。 Food Detective: Candy Bear Full time mother, loves good food.

推荐：Drop（甘草糖）档案：它是人年均消费 4 公斤的荷兰国民级糖果，由名叫 liquorice 的甘草根部萃取制成，能化痰消炎。比较大的牌子有 Venco 和 Klene，价格分别是 1.29 欧元和 1.27 欧元。点评：造型各异，有甜咸口味，但都掩盖不住那股浓到炸天、类似八角的甘草味。

Recommendation: Drop (licorice candy) File: It is fair to say that Drop is the national candy of Netherlands

where the per capita annual consumption for it stands at 4 kilograms. The two major brand of Drop are Venco and Klene, the prices for which are €1.29 and €1.27 respectively. Comments: It is diversified in shape with both sweet and salty flavors, which, however, can not cover up the strong and pungent illicium verum-like licorice flavor.

推荐：Hagelslag（巧克力末）档案：本地人最爱的荷兰独有面包配料，由甜巧克力掺进牛奶、白巧克力和黑巧克力做成。热销牌子是 De Ruijter，其中牛奶巧克力末 1.79 欧元，纯巧克力末 2.13 欧元。点评：在平平无奇的面包片上，抹一层黄油，再撒一大片巧克力末，心情顿时好到飞扬。

Recommendation: Hagelslag (chocolate crumbs) File: It is made of locally favorite and unique bread of Netherlands

together with a mixture of sweet chocolate, milk, white chocolate and black chocolate. The best seller is De Ruijter with €1.79 for milk chocolate crumbs and €2.13 for pure chocolate crumbs. Comments: Buttering a slice of bland bread and spreading a handful of chocolate crumbs let you enjoy every day.

FOOD TO CHINA 39

Food Detectives 食品侦探【加拿大】Canada

食品侦探：Staphanie Jian 移居温哥华十年的广州人，热衷寻找各国风味菜及土特产，尤其青睐健康有益的食材。

Food Detective:Staphanie Jian

10 years in Vancouver, keen to find distinctive dishes and local specialites, especially healthy ingredients.

推荐：野生三文鱼干档案：它用成块的太平洋野生三文鱼制成，有黑椒、原味及辣味三种口味。每盒价格在 15.99-19.99 加币之间。点评：加拿大三文鱼声名在外，可用作菜肴，也可用柴火烟熏风干以延长保存期。现在野生三文鱼干已成高端零食，营养价值颇高。 Recommendation: Dried wild salmon File:Being made of pieces of wild pacific salmon, 3 flavors: black pepper, original and spicy flavor. C$15.99-19.99/box. Comments: The well-known Canadian salmon fish can either be served on the table or be kept for a longer time after being smoked with firewood and dried. Dried wild salmon has now become a high-end snack with high nutritional value.

【加拿大】Canada

食品侦探：董兆欣正职工作是与数据打交道，生活中则热衷在多伦多大街小巷寻找地道美食。

Food Detective: Zhaoxin Dong

Dealing with figures and statistics at work, also loves to search in the streets and allies of Toronto for local delicacies.

推荐：SunRype fruit to go ( 水果肉条）档案：每条都是单片装，有多种水果口味如蓝莓、红梅、草莓、香蕉、黑莓、西瓜等。154 条 / 盒，价格为 48.99 加币。点评：从纯天然水果中提取果糖，无任何添加成分，富含丰富维生素C。味道酸甜适中，咀嚼有劲。在加拿大畅销 65 年，尤其深受华人喜爱。

Recommendation: SunRype fruit to go (fruit bars) File: It has various flavors: blueberry, red plum, strawberry,

banana, blackberry, watermelon, etc.. C$48.99/box with 154 bars. Comments: Selling well in Canada for the last 65 years and is especially popular among Chinese consumers.

推荐：Popcorn chips ( 玉米薯片）档案：由黄玉米片、葵花籽油等配料制成，有黄油味、海盐味、车达奶酪味等。由美国 popcorners 公司生产，142g/ 袋，2.47 加币。点评：介于爆米花和薯片之间，形状像中国的多力多滋（Doritos)，属非油炸膨化食品。它比一般薯片略厚，嚼起来玉米味香浓，清脆爽口。 Recommendation: Popcorn chips File: Being made of cornflakes, sunflower oil and other ingredients, different flavors such as butter, sea salt, and Cheddar cheese and so on. C$2.47 /packet with 142g. Comments: non-fried puffed snack, looking like Doritos in China, is somewhere between popcorn and chips.

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International Food Detectives 国际食品侦探

【英国】United Kingdom

食品侦探：小萌先后在英国、日本留学，挚爱零食。微博：@ 小萌 MoeL

Food Detective: Cutie Moel

A big fan of snacks, studied in UK and Japan.

推荐：Tyrrells 薯片档案：在英国薯片界中广受好评，本地人最爱海盐和果醋、甜椒、烤鸡等口味，猎奇点的也有红白蓝三色土豆的米字旗盐味，或者龙虾味。 150g/ 袋，价格为 2.19 英镑。点评：黑白照片包装，透出几分英式复古情怀。Hereford 郡产的土豆天然又高品质，保留了土豆皮，并辅以手工制作，口感偏硬，但口味新奇。 Recommendation: Tyrrells (chips) File: It enjoys a high reputation among British chips products. The novel ones are salty three colors (red, white and blue) chips and lobster flavors. ￡2.19/packet for150g. Comments: The black and white package reflects tinges of British retro style. It’s ingredient:the potatoes from Hereford county is natural with good quality.

推荐：Go ahead ！酸奶饼干档案：在超市中有着超高人气。两片苏打饼干外涂着浓厚酸奶，中间夹满果肉，口味有草莓、覆盆子、红樱桃、菠萝黄桃等。价格约为 2 英镑 / 盒。点评：口感偏甜，但正如名字一样，是可以在饥饿难耐时迅速充电、愉悦心情的小零食。

Recommendation: Go ahead! (yogurt cookies) File:It enjoys high popularity at supermarkets. Each one consists

of two yogurt-coated soda cookies with fruit fresh fillings like strawberry, raspberry, cherry, pineapple and yellow peach, etc.. ￡2/box. Comments: it is sweet and can, as its name suggests, make you go ahead and cheer you up when you are hungry.

推荐：Thorntons 巧克力档案：Thorntons 是有百年历史的英国巧克力国民品牌，方正的包装简洁经典，口味丰富，屡获各类大奖。袋装或礼盒装里，是一颗颗造型各异、常含夹心的巧克力。价格为 2 英镑 / 盒。

点评：口感好加上亲民的价格，是它笼络人心的手段。 Recommendation: Thornrons (chocolate) File: As a century-old popular British chocolate brand, Thornrons

has classic concise square package and is rich in flavor, making it the winner of many awards. Sold in bags and gift boxes, each chocolate has a unique shape and fillings. ￡2/box. Comments: Its good taste plus affordable price make Thornrons very popular.

FOOD TO CHINA 41

【日本】Japan

食品侦探：邓力日本古典文学在读博士，喜欢美食，对日本食品的包装与行销感兴趣。

Food Detective: Deng li

Doctor of Japanese classic literature, fond of delicacies, interested in the packaging and marketing of Japanese food.

推荐：Kororo 果汁味觉糖档案：UHA 公司的 kororo 系列果汁味觉糖正风靡日本。它有紫葡萄、麝香葡萄、蓝莓三种口味，40g 一袋，官方售价 121 日元 / 袋。点评：它与其他需咀嚼的软糖不同，轻轻咬破表皮后，里面 100% 的胶质糖浆立马在口腔中弥散开，仿佛吃到一颗真正水嫩的葡萄。

Recommendation: Kororo (fruit candy) File: The Kororo series fruit candy of UHA are sweeping all across

Japan. It has three kinds of flavors: grape, muscat and blueberry. JPY 121/packet for 40g. Comments: Unlike other soft chewy candies, Kororo is full of 100% gum syrup inside. With one bite the syrup fills your mouth, making you feel like eating a real tender grape.

推荐：Jagabee 炸薯条档案：很多人知道 Calbee 公司的明星产品薯条三兄弟，却未必知道他们另一系列 Jagabee。有薄盐、黄油酱油两种口味，90g/ 盒，官方售价仅为 210 日元。点评：薯条的硬度与脆度恰到好处，土豆自身的香气与淡淡黄油酱味四溢，让人仿佛在吃新鲜出炉的炸薯条。 Recommendation: Jagabee (French fries) File:Many people are familiar with Calbee’s star product-Potato Farm but may not know Jagabee, another series of Calbee. Jagabee has two flavors: thin salt and butter sauce flavors. JPY 210/box with 90g. Comments: Being perfectly soft and crispy, the chips have the fragrance of potatoes, butter and soy sauce, which make you feel like eating newly-fried Jagabee.

推荐：MORINAGA 半熟巧克力档案：大牌制果厂家森永（MORINAGA）推出一款半熟巧克力，上层为绵密的巧克力蛋糕，下层则是柔软的生巧克力。36g/ 盒，售价 160 日元。点评：森永独家的烹制技术名不虚传，巧克力的口感绵密而有层次。

Recommendation: MORINAGA (soft-boiled chocolate) File: This is the latest snack of MORINAGA, the sweets giant.

It has tender chocolate cake for the upper layer and soft raw chocolate for the lower layer. JPY 160/box with 36g. Comments: The exclusive recipe of MORINAGA deserves the reputation it enjoys. The chocolate of MORINAGA tastes soft, thick and malleable.

42 FOOD TO CHINA

International Food Detectives 【澳洲】Australia

国际食品侦探

食品侦探：Angela Li 澳大利亚博士留学生，吃货，热爱运动、旅游和摄影。

Food Detective: Angela Li

Chinese student working for the doctorate degree in Australia, gourmet, fan of sports, and loves traveling and taking photos.

推荐：TimTam 巧克力饼干档案：它是澳洲人最喜爱的巧克力饼干类零食，巧克力泥由 Arnott's 公司特别研制，有焦糖、香草、白巧克力、香蕉等多种口味。1964 年上架以来，每年能卖掉 3500 万包。250g，价格约 5-6 澳币。点评：入口即化的巧克力泥包裹着酥脆的饼干，是早餐和下午茶的必备之选。

Recommendation: TimTam (chocolate cookies) File: It is Australian’s favorite chocolate cookies with special

chocolate mash provided by Arnott’s. TimTam has different flavors like caramel, vanilla, white chocolate, banana, etc.. Its annual sales record stands as many as 35 million packets since it hit shelves in 1964. AUD 5-6/packet with 250g. Comments: As crunchy cookies coated by melt-in-the-mouth chocolate, TimTam is a must-have for breakfast and afternoon tea.

推荐：派对小蛇糖 snakes 档案：澳洲派对必备的水果味软糖，无任何添加剂，只含 1% 的脂肪，但口味不减。常见的牌子有 Starburst 和 The Natural，180g / 包，价格为 4-5 澳币。点评：酸酸甜甜的水果味，加上很有嚼头的口感，让人爱不释手。

Recommendation: Snakes (candy) File:It is a must-have soft fruit candy for parties in Australia.

Snakes is free from any additives and contains only 1% fat with nice taste. Common brands of soft fruit candy are: Starburst and The Nature. AUD 4-5/packet with 180g. Comments: It’s sweet and sour fruit flavor plus chewiness make people can’t love it any more.

推荐：小黄人 binky bites 香蕉味夹心饼档案：它由澳洲 Hot Shots 公司研发，由于印着小黄人，很受到孩子们的追捧，每包还赠送一款冰箱贴。160g/ 包，售价 4 澳币。点评：外形像在国内很受欢迎的小熊饼干，但更可爱。咬下去是浓浓的香蕉味，完全无添加，每次出游带几小包装很方便。

Recommendation: Binky bites File: Developed by Hot Shots, it became immediately popular

among children with Minions images on it. A refrigerator sticker is presented for one packet. AUD 4/packet with 160g. Comments: It resembles those popular bear-like cookies in China but looks cuter. Each bite gives you a thick flavor of banana. It is free from any additives and is convenient to carry a few packets for outdoor activities.

FOOD TO CHINA 43

China Market

中国市场

Imported food consumption trend of Chinese market I. The status of China’s imported food market With a population of 1.4 billion and food as the first necessity in life, China food market is ever prosperous. Along with the development of trade globalization and upgrade of consumption level, food is becomes more and more nutritional, healthy, leisure and experiential oriented. Tasty and healthy imported food has become the first choice for an increasing number of urban populations and an integral part of daily consummation for more and more Chinese consumers. Imported food is popular in Chinese food market, for its novel flavor, exquisite packaging, and delicious taste. China’s imported food market keep developing at the average speed of 15% per year. According to statistics . China imported 1.042 million batches of food from 192 countries which totaled 35.141 million tons in volume

44 FOOD TO CHINA

and USD 48.24 billion in value, with growth rate up to 7.9%, 7.3% and 3.3% respectively. from 2005 to 2014, trade volume increased by 4.3 times and average growth rate was as high as 17.6% (Chart 1). The imports from the top 10 source regions (EU, ASEAN, New Zealand, America, Australia, Brazil, Canada, Russia, Argentina and South Korea) reached USD 39.78 billion, accounting for 82.5% of the total volume

Chart 1. Volumes of food import of China (2005-2014) In the first half of 2015, the top 10 imported food categories was: grease and oils , dairy products, aquatic products, meat products, grain products , alcohol, sugar, beverages and other processed food and dry nuts. The import value of these categories was USD 45.34 billion , accounting to 94.0% of the total food imports. All the data from recent years to 2015 shows the following status quo and development trends of China food industry.

II. An analysis on China’s imported food huge potential market a) China Food industry market is running in good shape China’s food industry totaled RMB 12 trillion in 2014, a year-on-

Volumes of food import of China (2005-2014)

year increase of 21.7%; sales output ratio was up to 98%; import and export volume totaled USD 83.75 billion, a growth of 7.3% year on year. The date showed rapid development speed in all aspects. Moreover, China’s catering industry has also greatly developed, the total value approaching RMB 9 trillion. Five-star and four-star hotels are ubiquitous across the nation.

b) Fast- developing consumption demand and increasing consumer level Along with the progress of urbanization, urban consumer groups are increasing. In 2014, the urban population was 822.82 million. Meanwhile, China’s per capital income increased, People pay more attention to food quality due to food safety issues in China From students to office workers, to senior citizens, imported food is popular among various age groups and the sales keeps increasing substantially year by year. c) Fashionable young generation will become the major consumer groups Experts forecast that in the next decade, twothirds of China population that is about 800 million young generation will become the major consumer groups of imported food. They are influenced by the western culture and lifestyle and these group will definitely lead the market trend. For example, some students may chip in several RMB each for a collective purchase of a bottle of RMB15 imported mineral water. As the leading force in China’s domestic consumption market in the next 10 years, the only-child group of post-1980 generation and post-1990 generation are changing the consumption market in a subversive way. A trend of imported food consumption is coming.

d) Active promotion of Chinese government From 2012, the central government launched

a series of macro policies to expand domestic demand and promote consumption. Food consumption shows great potential. With the active promotion of Chinese government and full cooperation of industry associations and enterprises, China food industry will maintain stable growth in addition to meeting market demand and transforming development mode.

e)E-commerce sales channels with great potential At present, the major part of imported food sales happens at exclusive stores and exclusive counters at supermarkets, while the emerging online sales and other special channel sales are developing fast. Those new sales channels will certainly increase the sales of imported food. f) The new opportunities for Cross-border E-commerce business policies The Chinese government has relaxed policies on customs and foreign exchange to spur cross-border shopping. The launch of a Cross-border E-commerce free trade zone(bonded warehouse) • No Chinese legal entity required for overseas companies • Receive sales proceeds in foreign currency • Reduced customs duty • No income tax

In 2014, trading volume of Cross-border E-commerce is up to RMB 4.2 trillion（Chart3）, a year-on-year growth of 33.3%. B2B transaction accounted for 93.5% of the Cross-border E-commerce, while B2C transaction accounted for 6.5%

III. Imported food market forecast China imported food consumption strong areas are mainly concentrated in the coastal cities. Now days they are more and more ports, but mainly concentrated in coastal areas. Until the first half of 2015, China has 287 ports of imported food, top 10 are: Shanghai, Tianjin, Qingdao, Shenzhen, Dalian, Guangzhou, Xiamen, Yantai, Nantong, Beijing, of total USD 16.03 billion, accounting to 72.1% of total imported food trade in China. The sales of imported food are increasing in the fast speed of 21% yearly. According to America Food Industry Association, by 2018 China will become the world’s biggest imported food consumer. At that time, the market size of imported food in Mainland China will reach RMB 480 billion.

FOOD TO CHINA 45

Policy 政策解读

Q&A

Interpretations on the Policy of Imported Foods of the Newlyrevised Food Safety Law (part I) 新《食品安全法》关于进口食品的政策解读（上）进口食品的政府监管部门是什么？答：根据第九十一条，国家出入境检验检疫部门对进出口食品安全实施监督管理。国务院负责进口食品法定检验及监督管理的部门是国家质量监督检验检疫总局。各地直属出入境检验检疫局及其所属分支机构负责口岸的进口食品检验检疫监管。

陈文锐主任研究员中国人民共和国广东出入境检验检疫局检验检疫技术中心食品实验室 Chen Wenrui, Director/Professor Food Testing Lab of Guangdong Inspection & Quarantine Technology Center, Guangdong CIQ of P.R.China

进口食品有什么要求？答：根据第九十二条，进口的食品、食品添加剂、食品相关产品应当符合我国食品安全国家标准。进口的食品、食品添加剂应当按照国家出入境检验检疫部门的要求随附合格证明材料。由于各国食品安全标准都是根据本国地质气候、居民的饮食习惯和膳食营养水平等因素进行制定的，所以不同国家对同一种食品有不同的营养和安全卫生要求。进口的食品、食品添加剂应当符合进口国的强制性食品安全标准，这是国际上的通行做法，目的是保障进口国的食品安全。而目前我国食品安全国家标准都是免费公开的，国家卫生和计划委员会网站可以查询下载。对于进口尚无食品安全国家标准的食品，根据第九十三条，由境外出口商、境外生产企业或者委托的进口商向国务院卫生行政部门提交所执行的相关国家（地区）标准或者国际标准。国务院卫生行政部门对相关标准进行审查，认为符合食品安全要求的，决定暂予适用，并及时制定相应的食品安全国家标准。此款所指国务院卫生行政部门是我国国家卫生和计划生育委员会。

董洁副主任中国人民共和国广东出入境检验检疫局检验检疫技术中心食品实验室 Dongjie, Vice Director Food Testing Lab of Guangdong Inspection & Quarantine Technology Center, Guangdong CIQ of P.R.China

4 6 FOOD TO CHINA

进口食品的境外出口商和生产企业有什么义务？答：根据第九十四条，境外出口商、境外生产企业应当保证向我国出口的食品、食品添加剂、食品相关产品符合本法以及我国其他法律、行政法规的规定和食品安全国家标准的要求，并对标签、说明书的内容负责。从境外进口的食品、食品添加剂以及食品相关产品应当符合进口国的强制性食品安全标准，这是国际上的通行做法。因此，境外出口商和生产企业应当保证向我国出口的食品、食品添加剂、食品相关产品符合我国食品安全国家标准的要求，除此之外，还要保证符合本法及我国其他法律、行政法规的规定。如动植物源性食品还要符合我国《进出境动植物检疫法》的相关要求。同时，境外出口商和生产企业应当对出口到我国的预包装食品、食品添加剂所附标签、说明书所载内容的真实性负责。

进口食品的进口商有什么义务？答：根据第九十四条，进口商应当建立境外出口商、境外生产企业审核制度，重点审核前款规定的内容；审核不合格的，不得进口。发现进口食品不符合我国食品安全国家标准或者有证据证明可能危害人体健康的，进口商应当立即停止进口，并依据本法第六十三条的规定召回。进口商有义务制定审核制度，在食品进口前审核向我国境内出口食品的境外出口商或代理商是否已经在出入境检验检疫部门备案，需要境外生产企业注册的食品的生产企业是否已在国家出入境检验检疫部门注册，进口食品、食品添加剂是否随附合格证明材料，同时要清楚了解向我国出口的食品是否符合中国法律法规和食品安全国家标准的相关要求。进口商作为进口食品第一责任人，有义务确保进口食品符合中国法律法规和食品安全国家标准的相关要求。当进口食品存在安全问题，已经或者可能对人体健康和生命安全造成损害的，进口食品的进口商应当主动召回并应当向社会公布有关信息，通知销售者停止销售，告知消费者停止使用，做好召回食品情况记录。

进口食品的进出口商如何备案？答：根据第九十六条，向我国境内出口食品的境外出口商或者代理商、进口食品的进口商应当向国家出入境检验检疫部门备案。为掌握进口食品进出口商信息及进口食品来源和流向，保障进口食品可追溯性，有效处理进口食品安全事件，保障进口食品安全，有必要对向我国境外出口食品的境外出口商或者代理商、进口食品的进口商进行备案管理。有关进出口商备案的规定，按照国家质检总局 2012 年第 55 号公告《进口食品进出口商备案管理规定》执行。境内进口商是在其工商注册所在地检验检疫部门进行备案。

Q: Which government

department is in charge of surveillance and regulation on imported food?

According to the regulation NO.91, China Entry-Exit Inspection and Quarantine Bureau (CIQ) is entitled to exercise supervision and regulation on the imported food safety. The counterpart department from State Council is General Administration of Quality Supervision, Inspection and Quarantine of the People’s Republic of China (AQSIQ). Local CIQ directly affiliated to AQSIQ and subordinate branches are responsible for the inspection and quarantine on imported food.

Q: What are the

requirements for imported food?

A: According to the regulation NO.92,

the imported food, food additives and related food products shall meet China’s National Food Safety Standards. Enclosed certificates of qualifications for imported food and food additives are required by CIQ. Due to different geographic and meteorological conditions, eating habits, and dietary nutrient level, each country has different nutritional and health standards for a same kind of food. To ensure food safety in the importing country, it is an international practice to make imported food and

FOOD TO CHINA 47

Policy 政策解读

Standards and be responsible for tags, instructions and their contents.

food additives conform to the compulsory food safety standards in the importing country. China’s National Food Safety Standards are available online and open for free inquiry and download from the official website of National Health and Planning Commission. For those imported food with no correspondent national food safety standard, according to the regulation NO.93, outbound exporters, manufacturers or entrusted importers shall submit relevant standard exercised in exporting country or region or international standard to the Health Administration Departments of State Council. The Health Administration Department will review the submitted standards and put it into temporary practice if applicable and timely formulate corresponding National Food Safety Standards. The Health Administration Department of State Council here refers to National Health and Family Planning Commission.

Q: What are the obligations for outbound food exporters and manufacturers?

According to the regulation NO.94, outbound food exporters and manufacturers shall ensure that the imported food, food additives and relevant food products exported to our country meet both Food Safety Laws and other relevant laws, administrative regulations and requirements of Food Safety National

48 FOOD TO CHINA

It is an international practice to make imported food and additives conform to the compulsory food safety standards in the importing country. Therefore, outbound exporters and manufacturers shall ensure that the imported food, food additives and relevant food products exported to our country meet our country’s Food Safety National Standards, Food Safety Laws and other relevant laws and administrative regulations. For example, animal and plant derived food shall be in accordance with the relevant requirements of China’s Entry and Exit Animal and Plant Quarantine Law. Besides, outbound exporters and manufacturers shall be held accountable for the prepackaged food, enclosed additives tags and the authenticity of the contents.

Q：What are the Obligations for Importers?

According to the regulation NO.94, importers shall establish review system for outbound exporters and manufacturers and focus on the examination of what is stipulated in the preceding provision. Those which fail to meet the standards of the review shall be forbidden to import. Imported food, once proved unconformable to China’s Food Safety National Standards or detrimental to human health, shall be stalled from importing and recalled as stipulated in the regulation NO.63. Importers are obliged to establish a review system and, before import, review on such aspects as whether exporters and agents planning to export food to China have already registered with CIQ, whether outbound food manufacturers have registered with State Administration for Entry-Exit Inspection and Quarantine as required, whether enclosed certificates of qualification for imported food and additives are available, and whether imported food meet the requirements of China’s laws and regulations and Food Safety National Standards. As the first responsible person, importers are obliged to ensure that imported food meet relevant requirements of China’s laws and regulations and Food Safety National Standards. As imported food is proved to be harmful and damage may be or has already been caused for health and life safety, importers

shall take the initiative to recall the food and release relevant information to the public, inform sellers to stop selling, inform buyers from consuming and keep records of recalled food.

Q: How food

importers register themselves?

According to the regulation NO.96, outbound exporters or agents planning to export food to China, and importers shall register themselves at the State Administration of EntryExit Inspection and Quarantine. In order to have a clear knowledge about the source and flow of imported food, ensure the traceability of imported food, effectively deal with possible imported food safety incidents, and ensure the safety of imported food, it is necessary for outbound exporters or agents planning to export food to China, importers engaging in import work to make registration for record. For more details, please refer to Notice NO.55, 2012, Regulations on Registration of Import and Export Traders by the State General Administration of Quality Supervision. Domestic importers are expected to register at the inspection and quarantine departments of the same place where they register with industrial and commercial administration.

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Cross-border E-commerce 跨境电商

Rail Transport, New Favorite of Cross-border E-commerce 铁路运输成为跨境电商新宠

2015 年 6 月份，蜜芽第一次通过渝新欧铁路从欧洲运货回来，这是国内跨境电商采用国际铁路运输货物的首例。进口电商在物流方面基本上都是海运或者空运，蜜芽可以说是唯一一家用火车运货的进口跨境电商。在第一次尝到了甜头之后，蜜芽开始加大通过“渝新欧” 班列运输的力度，目前每周均将半列火车的货物通过这个更快捷和省钱的物流渠道运回国内，并与重庆西永保税港区亦开展了更紧密的合作。通过“渝新欧”运回婴幼儿辅食、婴幼儿奶粉、日用品等，再通过西永保税港区的仓储分拨点，蜜芽将产品辐射到西南乃至全国地区。 “渝新欧”已实现“１＋Ｎ”的运行分拨模式。“１”即以重庆到德国杜伊斯堡为主线， “Ｎ”则可根据客户需要选择沿线国家作为集结点和分拨点，已经开通的集结点和分拨点包括：德国杜伊斯堡、法兰克福、科隆，比利时安特卫普，俄罗斯莫斯科、切尔克斯克，波兰的马拉舍维奇、库特娜，白俄罗斯的布列斯特，哈萨克斯坦的阿拉木图和库斯塔奈等。 “渝新欧”2015 年最后一班回程班列搭载 40 吨丹麦 Moohko 奶粉抵达重庆，这也是渝新欧铁路首次运输奶粉。2016 年，“渝新欧”回程班列有计划开通进口婴儿食品专列，将更多欧洲商品运回中国。随着“渝新欧”班列双向常态化运行，近年来，面向欧洲、中亚等地的跨境电子商务正在中国内陆快速兴起。 50 FOOD TO CHINA

In June 2015, Mia, an e-commerce website imported goods from

Europe through Yu'Xin'Ou Railway. The e-commercial companies mainly import through the maritime or air transport. Mia is the only one to adopt the rail transport. Enjoying its benefits for the first time, Mia started to import more goods through Yu'Xin'Ou Railway. At present, Mia imports nearly half a train of goods every week through the much faster and more cost-effective rail transport. Mia also develops closer cooperation with the Chongqing Xiyong Comprehensive Bonded Area. Through Yu'Xin'Ou Railway, Mia imports products such as the baby supplementary food, baby milk powder, and daily products, and then delivers them from the storage distribution points in Xiyong Comprehensive Bonded Area to China’s Southwest and even to the whole country. Yu'Xin'Ou Railway adopts a ‘1+N’ model of operation and distribution and put it into good practice. 1 refers to the one principal line connecting Chongqing and Duisburg in Germany while N represents that various cities of different countries along the line are available for clients to gather or distribute their commodities, including Duisburg, Frankfurt and Cologne in Germany, Antwerp in Belgium, Moscow and Tcherkessk in Russia, Mataszewicze and Kutno in Poland, Brest in Byelorussia, and Alma-Ata and Kostanay in Kazakhstan. When the last return train of 2015 loaded with as much as 40 tons of Moohko milk powder arrived at Chongqing, it marked the first time for the transportation of milk powder on this line. In 2016, the railway company plans to put on a special train of imported baby food to bring more European products into China.

Guangdong Allocating 101 Millions to Support E-commerce 广东拨亿元扶持跨境电商 2015 年 8 月，广东省财政厅和商务厅联合发文，拨出专项资金支持跨境电商项目发展。支持内容包括跨境电子商务公共服务平台、跨境电子商务园区和仓储物流中心等，力求补齐公共服务、物流、仓储和园区等多个环节的短板。经过评选，包括康美健康跨境电商项目“康美全球购”在内的 87 个项目入选，奖励金额在几十万元至几百万元之间，总扶持资金达到 1.01 亿元，其中“康美全球购”获得了 100 万元的专项资金支持。 “康美全球购”目前已经和各保税区进行密切合作，引进了德国爱他美奶粉、德国铁元、日本花王纸尿裤、美国 Palmer's 帕玛氏、澳洲 Blackmore 深海鱼油、澳洲 SWISSE 等国民熟知的国际品牌产品。

In August 2015, Guangdong Department of Finance and Department of Commerce jointly stated to launch special funds to support the development of e-commerce programs. The fund will support cross-border e-commerce public service platforms, cross-border e-commerce parks and storage distribution centers to strengthen the weak links in public services, logistics, storage and parks. After selection, with a total supporting fund amounting to 101 millions, 87 programs including the cross-border e-commercial health program of “Kangmei Global Purchasing” were chosen. The support fund for different programs varies from hundreds of thousands to several millions and the “Kangmei Global Purchasing” program gains a special fund of one million. The “Kangmei Global Purchasing” program has now conducted close cooperation with many bonded areas. The program has introduced to China many well-known international brands such as the Aptamil milk powder and the tonic product Floradix Iron of Germany, the paper diaper brand Merries of Japan, the skin care brand Palmer’s of America and the deep sea fish oil brand Blackmore and the tonic brand Swisse of Australia.

Fresh Food, an Important Cross-strait E-commercial Cooperation

生鲜食品是两岸跨境电商合作的重要领域 2015 年 12 月中旬，京东创始人刘强东在第二届世界互联网大会上表示，生鲜食品是两岸跨境电商合作很重要的领域。他认为生鲜食品是跨境电商产品的一个大类，是高频次的生活必需品，但过去没有被跨国境地大规模销售，也没有一家公司建立起覆盖整个大陆的庞大冷链网络。

In the middle of December 2015, Liu Qiangdong, the founder of the e-commerce giant JD.com, said on the 2nd World Internet Conference that the fresh food was an important field for the cross-strait e-commercial cooperation. He held that as a life necessity, the fresh food had not become a significant category in e-commerce, until now as in the past no large scale sales were achieved and no companies ever established a cold chain wide enough to cover the whole Mainland of China.

京东从 2014 年开始在国内筹建冷链仓配一体化网络，预计到 2016 年底将建立 7 个一级冷藏冷链中心，以及 150 个终端冷链临时库，并配备专业的冷链物流师。京东希望通过电商模式，以及覆盖全大陆的冷链网络，让消费者以实惠的价格消费港澳台安全好吃的食品。

Since 2014, Jingdong has been making effort to set up an integrated network of cold chain, storage and distribution in China. It is predicted that by the end of 2016, seven first-level cold chain distribution centers and 150 terminal cold chain temporary storage centers will have been built with professional cold chain logisticians. With the e-commerce model and the cold chain covering the Mainland of China, Jingdong hopes to offer the consumers safe and delicious food from Macau, Hong Kong and Taiwan with reasonable prices. FOOD TO CHINA 51

Top10 榜单

Top 10 Instant noodles 2015 全球十大方便面

在全球方便面行业很有影响力的“方便面评鉴”博主汉斯，每年都会评出年度十大方便面。2015 年评出的十大方便面，大半年来它们已风靡海外，但仍未大规模进入中国市场。国内电商平台上，也有人打着该榜单名号推销，然而零售方式缺乏系统包装推广、市场引导，尚未真正呈现食品价值，也没法让市场真正了解、接触到这些美味的方便面。汉斯是第一次在中国的杂志上露面，他希望他的排行榜也能象在其它亚洲地区一样，影响和促进市场。

As the blogger of “The Ramen Rater”, Hans Lienesch, an influential figure in global instant noodle industry, would make a list of Top Ten Instant Noodles every year. Instant noodles on his list of 2015 were very popular overseas over the past few months, but they have not massively entered China market yet. Although those instant noodles on list have been promoted by some shops on China’s e-commerce platforms, due to the lack of systematic packaging and promotion as well as market guidance in retailing, their values haven’t been fully presented, making those delicious instant noodles still unknown to China market. Hans makes his debut on Chinese magazine. He hopes that his list of Top Ten Instant Noodles can influence and promote China market as it did in other Asian regions.

台湾阿舍浅色自然系干面（西红柿风味）品牌：阿舍产地：台湾官网：http://www.a-sha.com/ 评语：面条宽扁尺寸恰到好处，嚼下去很柔软。调料

是一大亮点，打开酱料包时整个房间都弥漫着鲜番茄香味。酱料也量足，把每根面条都拌上味还绰绰有余。 A-Sha Veggie Noodle Tomato Noodle With Vine Ripened Tomato Sauce – Taiwan The noodles have a great gauge – broad, flat and soft with a light chew. The great part is the tomato flavor – when I opened the sachet of sauce the whole room smelled like fresh tomatoes. Not only that, there’s more than enough sauce to flavor all of the noodles.

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东洋水产酱汁日式炒面品牌：东洋水产（Maruchan）产地：日本官网：http://www.maruchan.co.jp/index.html 评语：一大盘日式炒面让人十分惊喜。面条分量很足，

一份能够两个人吃。口味带点辛辣，脱水大白菜口感诱人。包装内还附送丘比美乃滋，这也是我购买的原因。 Maruchan Gotsumori Sauce Yakisoba – Japan First, there’s a lot of noodles here – easily enough for two. Second, the flavor has a little hint of spiciness. Thirdly, the cabbage hydrated very nicely with a tantalizing crunch. Finally, the inclusion of Kewpie mayonnaise sealed the deal for me.

妈妈牌东方青咖哩鸡味泡面（特大包）品牌：妈妈牌（Mama）产地：泰国官网：http://www.mama-ricenoodles.com/en/index.htm 评语：面条不会吸掉太多汤汁，也有着我喜欢的韧度，

面条分量很足。值得一提的是青咖喱汤底味道浓郁，趁热喝，味道一流。 Mama Oriental Style In stant Noodles Green Curry Flavour Jumbo Pack – Thailand The noodles are Mama’s great brown noodles – they don’t suck up too much broth and have a tension I really like. Not only that – there’s a decent amount of them! Then there’s the broth whose rich green curry flavor satisfies with excellent heat and flavor.

MyKuali 槟城福建虾面（新改良口味）品牌：MyKuali 产地：马来西亚官网：http://mykuali.net/ 评语：面条比标准尺寸宽一点点，面条厚实，油脂量

恰到好处。汤底令人惊艳，甜虾口味与温热感相得益彰。里面还有我吃过的方便面中最好的炒洋葱，大小合适且分量十足。 MyKuali Penang Hokkien Prawn Noodle (New Improved Taste) – Malaysia Gauge is just a little wider than standard. The broth is a work of art; the strength of sweet prawn flavor is balanced with a well-tempered amount of heat. It’s thick and has a perfect oiliness to it. The fried onions are the best I’ve encountered in the instant noodle world.

妈咪大厨 Seribu Rasa 咖哩面品牌：妈咪大厨牌（Mamee Chef）产地：马来西亚官网：http://www.mamee.com/index.html 评语：模仿传统手工拉面工艺制成，富于弹性，嚼劲

十足。汤底有股浓郁的小茴香味，让人感觉舒畅。它堪称 Mamee 公司的王牌。 Mamee Chef Gold Recipe Mi Kari Seribu Rasa – Malaysia With their special Mi Tarik technology that emulated traditional hand-pulled noodles, you get a great texture and chewiness as well as elasticity with this noodle. The broth has a comfort food feel to it that seems to come from a component that reminds me of strong cumin.

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Top10 榜单

百胜厨咖哩拉面品牌：百胜厨（Prima Taste）产地：新加坡官网：http://www.primataste.com.sg/Default.aspx 评语：该款方便面已连续三年入围我的十大榜单，其

中优质咖喱功不可没，汤料也很足，共有两大包咖喱糊和椰粉。面条粗厚耐嚼，煮面时间久一点也值得。 Prima Taste Singapore Curry La Mian – Singapore This amazing curry has made the top ten instant noodles list for 3 years. This one has very thick chewy noodles – they take a little longer to cook but it’s worth the wait. The broth is truly luxuriant – with two large sachets of paste and coconut powder.

佳珍娘惹咖哩叻沙品牌：佳珍（CarJEN）产地：马来西亚官网： http://carjenfood.com.my/ 评语：面条带一点点韧度，感觉不错。汤底质量非凡：浓郁的椰浆很醇厚；香甜鲜艳的娘惹咖哩糊实属上佳调料；含虾仁的辣椒蘸酱，辛辣可口又带有柑橘甜香，让人胃口大开。

CarJEN Nyonya Curry Laksa – Malaysia Standard gauge with just a little extra backbone. The coconut creamer gives a nice richness. Nyonya Curry Paste adds a nice flavor – sweet and colorful. Then there’s the sambal dipping sauce – it had nice bits of shrimp as well as a spicy sweet and citrus taste that was amazing.

百胜厨叻色拉面品牌：百胜厨（Prima Taste）产地：新加坡官网：http://www.primataste.com.sg/Default.aspx 评语：这是该款拉面第三次进入我的十大榜单。面条

厚实，嚼起来富有韧劲，让人印象深刻。汤底味道浓郁，醇浓椰粉带出阵阵奶香，犹如自家秘制的老火靓汤，总体口味甜辣交杂。 Prima Taste Singapore Laksa La Mian – Singapore The noodles are thick and have a great chewiness to them. The broth is thick from the coconut powder which gives it a sort of milkiness. The paste has a great homemade ‘stewed for hours’ kind of feel. It’s a little spicy and a little sweet and must be tried firsthand.

MyKuali 白咖哩面（新改良口味）品牌：MyKuali 产地：马来西亚槟城官网：http://mykuali.net/ 评语：它是去年榜单的冠军。今年的面条弹性和分量，

似乎比以往增加了一点点。面条嚼头和口感不错，汤底加入劲辣蒜蓉，保持了一如既往的美味，当然汤色也变深了。虽有小变化，但依旧美味如初。 MyKuali Penang White Curry Noodle (New Improved Taste) – Malaysia The chew and mouthfeel are excellent. The broth is just amazing stuff again – definitely very spicy and strong garlic going on. The broth is darker as well. A couple little changes but still just as wonderful as ever!

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MyKuali 槟城红酸辣汤面（冬阴功面）品牌：MyKuali 产地：马来西亚槟城官网：http://mykuali.net/ 评语：延续了其一贯的风格，大小适当，嚼劲十足，

且分量不小。汤底绝对是我在马来西亚的兰卡威岛尝过最具风味的，香浓程度仿似炖煮了一天。辣椒、柠檬草和虾仁结合得天衣无缝，酸辣中不乏一丝香甜，夺冠实至名归。 MyKuali Penang Red Tom Yum Goong Noodle – Malaysia The noodles are nice gauge that has a great chewiness and quantity. The broth is not only strong but it’s got a thickness to it, and has that kind of aroma and consistency of a broth that’s been stewing all day long. Strong spicy heat, lemongrass and shrimp notes play throughout as well as a nice bit of sweetness as well.

关于汉斯 About Hans 汉斯现年 40 岁，居住在美国华盛顿州阿纳科特斯市。他从小喜欢逛亚洲超市，热衷尝试一些没吃过的方便面。他本来只想做一个展示个人喜好的点评榜，不料当他点评到第 300 条时，博客就备受关注了。刚过去三个月里就有超过 25 万人浏览，其中大部分人来自亚洲。汉斯迄今已点评了超过 1875 种方便面。每次他的榜单一出，包括港台在内的亚洲地区，就会有媒体跟进报道，商店也贴出他的照片以助宣传，厂商更是把他的相关 LOGO 印在宣传物料或包装上。他也与不少厂商保持沟通，给他们提意见。不过，这并没影响博客和榜单的独立性。他早年有志于成为一名电脑程序员，但后来迫于视力严重下降，只好放弃了梦想。在美国，他如今已算是法定失明人士了。好在，品尝美食成了他的人生新乐趣。甚至有人说，由于视力减弱，所以他的味觉反而更发达了，有得有失，焉知非福。

The reason I started reviewing was for a personal list of what I liked and disliked. I enjoy visiting Asian supermarkets here and trying new things. Once I got to 300 reviews, people started to take notice of my website. Since then, my reviews and top ten lists have been hugely popular with most people. In the past 90 days, over 250,000 people have come to view my reviews, most of them from Asia. My top lists are so popular in Taiwan that some stores have opened that have picture of me on their instant noodle aisle, and whenever my lists come out Taiwan, Hong Kong and other countries feature news stories on television and print. Many companies now proudly display my logo on their promotional material and packaging. I'm 40 years old and I grew up in Anacortes. I originally went to school to be a computer technician, but my eyesight has become very poor and I am known as being 'legally blind' here in the United States. Luckily, my passion for trying new flavors has been something I've enjoyed all my life.

FOOD TO CHINA 55

Columm 专栏

“

全面思考、系统升级、理性转型，这才是应对新竞争的必由之路。

”

吴钰

Wu Yu

广州氧气网络科技总经理 “互联网 +”专家诊断服务中心运营官 “E+Fairs”互联网 + 技术应用服务展联合创办人 CEO, “Internet+” Consultant Service Center, Co-founder,E+Fairs

How to win the new competition in the INTERNET era? 网络时代，企业怎样应对新竞争？ 2009 年，阿里巴巴开启了“双十一”促销模式。其“双十一”成交额，如今年年高升，2013 年 350 亿，2014 年 571 亿，2015 年则是 912 亿，每年有 1.6 倍的销售增幅。电子商务真的是经济低迷的救世主？产品创新力不强，库存积压，实体通路卖不出去，真的开个网店就可以卖吗？市场上有两种声音，一种说互联网搞垮了实体经济，一种说只有电子商务才能给企业带来出路。我认为两种说法都不尽然。互联网是一种非常好的工具，有“放大镜”的功能。有竞争力的企业，适应能力强，调整快，可以利用这种工具扩大市场；没有核心竞争力的企业，则会迅速暴露出产品及经营短板，市场被瓜分，传统优势被稀释。阿里巴巴的“双十一”，是一种简单粗暴的搜索竞价模式，行业内称之为传统电商模式，实在不足以支撑整个行业转型。因而，在互联网化、信息化的市场大局下，亟需转型的企业不能期望通过开通一个网店，雇佣一个相关团队，就可以快速改变经营不利的现状。有些企业也许没有站在风口，但要学会如何应对风暴。“互联网＋” 是一个系统工程，我觉得可以从以下几个方面进行考虑，在此与大家分享。

56 FOOD TO CHINA

思考市场市场在哪里，决策者是谁，做决策所依赖的信息来源是什么，消费者更关注产品、品牌还是服务？环境形势改变，但基本的市场原理没有改变。以往很多企业靠客户关系、资源、价格等非核心竞争力的因素来做市场工作，而很少企业能够做到以市场为核心进行思考。现在，市场发生了改变，90 后、00 后开始成为消费主力，他们的思维方式、文化基础、人生目标都与过去的消费者不同。如果企业还以 C 端零售作为主力，那么务必加快调整企业市场目标重心。

细分产品从国企开始，中国的产业就基本以宏观、主流市场为思考导向，这种思维方式也延伸到了民营企业，规模化、压缩成本也成为企业治理和产品开发的主流声音。而当市场端发生转变，批量化产品不再受欢迎或是利润下降，消费者趋于个性化，市场就进入高度细分和长尾效应阶段。于是，缺乏个性的产品难以打动消费者，低价更加不再成为竞争的主力杠杆。所以，企业要真正做到以用户思维和视角为依据，这是成功应对市场变化的必要条件。

服务到点服务一直是很多传统企业标榜的经营优势。无论商业模式是 B2B 还是 B2C，很多传统企业经营者都不具备用户思维，不真正洞察用户的需求，往往一味地站在自身立场去“服务”客户，但通常流于表面，无法服务到点，“服务”只成了一句空话。不少做批发业务的企业，还抱着以跑量为主的想法，不关心二批、小代理甚至微商的诉求，那又怎能快速拓展渠道、赢得知名度和市场占有率 ? 在网络时代，企业升级转型需要做的事情很多，但绝不能停留在表面。只治标，不治本，最终还是会被市场快速淘汰的。“全面思考，系统升级，理性转型”，才是应对新竞争的必由之路。

In 2009, Alibaba started the mode of “online shopping carnival” on the 11th of November, a counterpart of the Black Friday in America. The turnover of that day reached 35 billion RMB in 2013, and 51.7 billion RMB in 2014, and 91.2 billion RMB in 2015, with a year on year growth rate of 1.6 times. However, I can’t help asking a question: is the e-commerce really our saviour in economic downturn? If the products overstocked turn out to be unsalable in physical stores due to lack of innovation, could they sell themselves well online? There are two views toward e-commerce within the market. One holds that the internet has crashed the real economy while the other insists that the only way out for enterprises is the e-commerce. From my point of view, neither opinion is entirely correct. Indeed, internet is a superb tool with the function of magnifying the market. The competent enterprises with strong adaptability could take advantage of such a tool to expand their market share. On the contrary, those

without core competence would expose the shortcomings of their products and management which might leads to their market share being taken up by their rivals and the lost of their traditional advantages. Such a search-for-cheaper-price mode of Alibaba, simple but cruel referred to as the traditional electronic business model, is not enough to support the transformation of the entire industry. Against the backdrop of Internet and informationization, enterprises can not expect to alter their current unfavorable business situation instantly by setting up an online store or hiring a new team. Under such circumstances, it’s necessary for the enterprises in need of upgrading and transformation to learn to deal with the storm of challenges even if they are not yet pushed to the cusp of the revolution. The “Internet Plus” initiative is a systematic project, on which some aspects that worth consideration are as follows.

Targeting the market Which market is to be targeted? Who are decision makers? What is the source of the information that they rely on? Which is their focus, the product, the brand or the service? No matter under what circumstances, the basis principle of marketing does not change. Many enterprises used to promote their marketing through non-core competences including their relations with customers resources and pricing. And now the market has changed, with the new generation born in 1990s as well as in 2000s as the main customers force, whose ways of thinking, levels of education, and goals of life are greatly different from the previous ones. In this regard, the enterprises that take the retailing to customers as their main business needs to accelerate their pace in shifting the focus of market targets.

Segmenting the products Businesses in China, starting from the state-own enterprises, tend to focus on the mainstream market from a macro perspective. This thinking mode now has penetrated into the private enterprises. Mass production and cost reduction have become the main concerns in the management of enterprises and the development of products. Nevertheless, as the engaged end of the market begins to change, the mass production products may go sour and become unprofitable. The personalized needs of the customers has become a new trend, which means that the major profit will be directed into the highly segmented and long tail market where mass products are outshined and low pricing is no longer the main strength in competition. So, to think as customers do when designing products is a requisite for enterprises to win the market.

Serving the needs of customers Good service has been labeled by many traditional enterprises as their management advantages. However, some operators, instead of thinking from the users’ perspective or having an insight into the customers’ needs, just serve on their own ground no matter in conducting the B2B business or the B2C business. In this way, they may only provide “good” service as it seems but not what customers really want. At that time, the “good” service is no more than a slogan. Take the wholesale enterprise as an example. How can they manage to expand their sales channels and to earn their popularity as well as market shares, as they concentrate on nothing but the sales volume and neglect the voices of the second-level wholesaler, the small agent and the micro business? In the internet era, in order to promote their upgrading and transformation , enterprises still have a lot of work to do, yet which should never be done just for show. Enterprises that only address the symptoms but fail to tackle the underlying problem will eventually be weeded out of the market. Therefore, “to think comprehensively, to upgrade systematically, and to transform in a rational manner” is an inevitable path for enterprises to go through before their winning in the new competition. FOOD TO CHINA 57

Columm 专栏

“

谢外凤

Maggie 从事葡萄酒行业 8 年， 2011 年通过 WSET 高级认证，现 WSET Diploma 在读。 8 years in wine Industry, WSET advanced certification in wines and spirits, now studying for the WSET diploma

多样性、个性化、中间价位正是意大利酒强有力的竞争筹码

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Italian Wines have a lower market share in China? 世界产量第一的意大利酒，何以在中国遇冷？

《中国葡萄酒市场年度发展报告》数据显示，在 2013 年中国十大瓶装酒输入国之中，意大利排列第五位，无论从数量上还是价值总额上，都远低于排名第一的法国（数量为法国的 15%，价格总额为法国的 13%），甚至屈居更不为国人熟知的产酒国西班牙之后。意大利是葡萄酒主要产酒国，其产量又位居世界第一，但意大利酒为何在中国如此“不受待见”？一说到这个问题，大概所有的葡萄酒从业者都会七嘴八舌地说：意大利葡萄酒分级太复杂多变了，他们的本土葡萄品种太多、名字还不好念，等等。相对直观明了的智利和澳大利亚葡萄酒而言，这无疑是个事实。但是法国葡萄酒分级也并不简单，当初何以能在短时间内就为国人所熟知和接受呢？有一个不容忽略的事实是，迄今绝大部分中国消费者对法国酒的了解也不过限于拉菲、波尔多、名庄这几个名词而已。可见，意大利酒之复杂并不是其在中国受冷遇的主要原因。那么，究竟是什么导致了意大利酒较少被选择呢？笔者认为，首先因为它缺少一个强有力、可以瞬间抓住大批消费者关注的大品牌。中国消费者对葡萄酒的认知，由始至终都是绝对的的品牌导向模式。相信大多数人都同意这个说法：是拉菲让国人认识了法国酒，奔富让我们认识了澳洲酒，而不是反过来。

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其次，意大利酒在国人心目中没有建立一个标签，也就是缺乏清晰的市场定位。现在大多数消费者一谈起法国酒，就会想到那是世界上最好的酒；如果选最便宜的酒，大多数会直奔智利、西班牙酒，它们是高性价比的代表；至于澳洲酒，它几乎是设拉子（葡萄品种）的代名词；意大利嘛……. 印象一片混沌。相较于主要竞争对手法国，意大利在过去的 10 多年里，一直没有行业联合会式的机构在中国进行密集的市场推广。而各进口商、葡萄酒公司在华的分支机构，都处于单兵作战的运营模式。可喜的是，意大利从去年开始明显加大了对中国市场的投入力度。 2015 年，广东省品酒师侍酒师管理专业委员会牵头，和意大利特级酒庄委员会（Comitato Grandi Cru d’Italia）、意大利侍酒师协会（AIS）一起推动意大利葡萄酒在中国市场的文化教育，推出“意大利特级酒庄委员会葡萄酒促进培训班”，现在已有两期学员顺利毕业。近期，意大利葡萄酒官方中文网站业也正式上线。在推广方式上，笔者认为意大利可以向其老对手法国学习：向从业人员输出专业培训，向葡萄酒爱好者和消费者举办各种主题品酒会。两种方式双管齐下，虽然不会像大品牌广告顷刻间产生轰炸效果，但却可以逐渐培养成熟、有忠诚度的葡萄酒市场，这对以多样性、个性化著称的意大利酒而言，也正是合宜的推广方式。虽然意大利酒错失了中国葡萄酒市场飞速发展的最初阶段，但当下也不失为一个加大推广的良好契机。因为经过十几年发展，中国葡萄酒市场正在逐渐变化：由大品牌、昂贵的名庄酒或低价位酒这样的消费导向，转向真正的价值消费；葡萄酒逐步由主要的礼品和宴会用酒，转变为中坚消费者的日常消费品。消费者日益寻求具备多样性和个性化的葡萄酒，尤其处于中间价位、高性价比的葡萄酒日益受到青睐。而这，正是意大利酒强有力的竞争筹码。未来几年，意大利酒有望迎来中国市场的春天。 According to the Chinese Wine Market Development Report, among the top ten importing countries of bottled wine sold in China in 2013, Italy ranked the fifth, lagging far behind the top No. 1 France both in number and value (regarding the number it was 15% of that of France, while regarding the value it was 13%), and even behind Spain, a wine source not so familiar to Chinese consumers. Why does Italy, the largest wine producer receive so little attention in China? Upon this question, people from the wine industry may voice that the wine classification system in Italy is too complicate and changeable, and the brands are too “Italian” that Chinese people feel them hard to pronounce and remember. Compared with the perspicuous wine brands from Chile and Australia, this is indeed true. However, for the top first French wines, at the very beginning Chinese consumers did not know more about them than the current Italian brands. Then why the wines from France became so famous and popular in China in such a short time? At the first place one fact should not be ignored that even now the knowledge on French wine of the majority of Chinese customers is only restricted to several key words like Lafite, famous chateaus, and Bordeaux. Hence the complex system of Italian wines cannot be attributed to their unpopularity in China.

Then what on earth causes the less popularity of Italian wines? As far as I am concerned, firstly it is because of a lack of a powerful brands that catch the eyes of a great number of buyers instantly. Chinese consumers follow the mode of knowing foreign wines by leading brands. It can be said that through Lafite the Chinese get to know French wines and through Penfolds they know about Australian wines, not the other way around. Secondly, Chinese wine consumers have not gotten the exact idea of Italian wines, or, to put it in a common expression, they have not a clear impression of such a liquor source. When talking about wines, what comes to their mind first is that France is a place with good wines, Chile is famous for cheap wine prices, Spanish wines are good-value-for-money and Australia boasts the most delicious Shiraz. As for Italy, well, it is hard to say. Such a situation, on one hand, is due to the characteristics of the Italian wines, on the other, is because that compared with its major competitor France, in the past ten years there was not an industrial institution that conducted enough promotion activities in China. Italian wine companies and Chinese importers struggled for their market shares in China all by their own. The good news is that from 2014 on, Italy has been expanding its marketing in China. Guangdong Sommelier Association works together with the Comitato Grandi Cru d’Italia and the Associazion Italiana Sommelier (AIS) to propel lectures on Italian wines and have launched two sessions of “Training Class of the Comitato Grandi Cru d’Italia”. Still, recently the Chinese website of Italian wines (http://www.wineita.com/) has become accessible. In terms of marketing methods, I hold that Italy can learn from its rival France to carry out professional training for practitioners and wine tastings with various themes pinpointed to wine lovers and consumers at the same time. Though such an approach may not take immediate effect like advertisement of big brands, it will accumulate customer loyalty, thus suiting Italian wines famous for their diversity and individuality. Although Italy has missed the first period during which Chinese wine market developed rapidly, it can seize the promising opportunity now to tap its market share in China. After a dozen years’ development, the trend of Chinese wine market is transitioning from expensive wines of famous chateaus to real value consumption, and wines are turning from gifts and drinks for banquets to daily goods of middle-class consumers who are seeking diverse and customized wines, with middle-priced and cost-effective brands popular among them. Therefore, diversity, individuality and appropriate prices are the competitiveness of Italian wines. Italian wines can expect their boom in Chinese market in the coming years.

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Columm 专栏

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knowing the local perks will get you quicker returns and give you access to smarter ways to connect with your visitors, future buyers

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郝露露

Lucia Buono 广州世展米兰展览有限公司海外推广经理 Overseas Promotion Manager Worldex Fiera Milano Exhibitions (Guangzhou)Co., Ltd

The 11 Hunger Games Rules when exhibiting in China 在中国参展的 11 条 “饥饿游戏”法则如今，企业着面临巨大的压力，不仅要撰写企业通讯稿，在脸书（Facebook）上发布公司信息，还要做优惠活动，与顾客定期互动等等。要想从千篇一律的推广中脱颖而出，神奇魔法没有，办法倒有一个，使用得当还可让你收获巨大。这办法就是参加展会。行内企业都对食品饮料展会了如指掌了。比如，展会可以提供企业之间面对面交流的机会，，还能帮助你当场获得新产品的反馈。但想想，参展费用如此高昂，你要的肯定不仅仅是“有所收获”。而要想在展会上大获全胜，你就得有备而去。我对展会略有了解，曾参加过几十个在中国举办的展会，也知道一些立竿见影的“潜规则”，以下这些希望对你有所帮助。法则一：不要盲目从众。中国一年有数千个食品饮料展会，这些展会的名称往往大同小异，如上海国际食品饮料及餐饮设备展览会、广州国际特色食品饮料展览会、北京世界食品博览会和广州国际食品展等。不要跟风参展，选择展会也不能只看规模。中国市场很大，要选定具体

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市场，做好计划，建立自己的销售渠道。比如在二三线城市，一个有针对性的小型展会，很可能让你以更少的投入获得更稳定的回报，这点肯定出乎你的意料。法则二：有策略地选择展位。这里或许可用到魔兽争霸游戏中的一些策略和技巧。选择展位就像为第一个孩子取名一样，必须慎重。大门附近、拐角以及边界上的展位，都极具战略性意义。法则三：搭建一个引人注目的展台。搭建展台时要大胆创新、吸引眼球，但同时要明智地紧扣主题，别把钱花在华而不实与生意无关的东西上。展台一定要主题有趣、色彩缤纷、光线明亮。另外，科技元素也是吸引中国人的一大诀窍，走进展台的中国人数量很可能取决于此。法则四：展会与游戏结合。在展台举办竞赛、抽奖活动，把产品当作奖品，这种做法深受中国人欢迎。尽量增加展台的人气，因为中国人好奇心很重，他们认为“人多的地方一定有好货”。潜在的买家也不例外，他们也会对人多的展台感兴趣。法则五：培训员工，让他们热情待客。确保员工会说中文，毕竟买家都喜欢用自己的母语谈生意，虽然他们大多都是合格的买家，但只会说非常基础的英语。一定要学习当地人的打招呼用语——“你好”。如果想进一步拉近关系，就要学习方言版的“你好”（即广东话版的 “Leihou”，这是世界上最广为流传的中文表达）。还要让员工即时反馈客户的情况，必要时迅速调整策略。法则六：用双手交接名片，然后再进行交谈。中国人在谈生意前，都需要先了解一下对方。要给买家一种宾至如归的感觉，邀请买家坐下来休息，喝点东西（譬如你们国家或地区的特色饮品），让他们感到舒适是做好生意的第一步。由此，你可以在轻松愉悦的氛围中快速了解客户，获得有用的信息。法则七：准备一个吸引人的沟通方案。与其他国家的人相比，中国人可能更倾向于把社交媒体作为家庭的延伸。不要大费周章去脸书上推广生意，或者在 YouTube（美国视频网站）发布视频，因为在中国，只有用 VPN（虚拟专用网络）才能打开这些程序，而且中国人不喜欢太复杂的网络活动。要将这些简化到让人感觉如夏日微风一般舒适，可以使用微信和二维码分享网站，或者在线展示产品。据统计，脸书在全世界拥有 6 亿用户，而微信仅在中国就拥有 5.49 亿用户，从知名的品牌店到街角的点心店，所有商家都在使用微信。你还在等什么呢？这就是移动商务未来的趋势。在展会前就要开始对业务、展台位置、折扣码和相关活动等进行宣传，还要邀请客户前来捧场。展会期间要发布照片和视频，展会后同样要更新微信信息。此外，微信还提供这些有用功能，如文件分享、下单、工作流程处理、内容管理系统和前端销售界面等等。法则八：让客户品尝产品。诚然，讲故事是与客户沟通、打动客户的主要方法，但品尝现场制作的烤面条加干酪沙司，难道不是参展期间一天中最美妙的事情？要让客户多方面地体验产品。毕竟平日单独宣传的费用非常高昂，利用参展机会现场获得潜在买家的反馈，则更是明智之举。法则九：利用展会中常见的研讨会和活动来宣传业务。这要尽早和主办方预约，选好合适的日期和时间。通常，中国展会前两天的人流量最大。要提高活动对目标客户的吸引力，发言时，不要推销自己的产品，要推介自己的行业。在展会期间举办的活动确实能吸引大量的人参加，而给个人发送邀请函、定制直邮或微信邀请，则能吸引更多的对口买家。法则十：积极跟进。要保持耐心，继续跟进客户反馈。你的展会工作仅是在中国做生意的第一步。要跟进给你留下详细信息的客商，以及对你的业务特别感兴趣的买家。不要因为对方订单量太大而被吓到，你总会找到解决办法的。如果没有得到即时回复也不要放弃，通常经过 4-8 次联系后，80% 的消极回复都会变成主动联系。

法则十一：关系很重要。在中国做生意，最重要的一条法则就是建立关系。要和中国伙伴建立私人关系，请他们吃饭，大家一起玩，但先别谈生意。要谈论自己的国家、家庭和假期。中国人很爱国，所以也别说自己国家的坏话。共享一顿大餐，几杯红酒或者白酒下肚后，你们的关系会更铁。当中国人了解你之后，一段充满信任的关系或许比任何书面合同都可靠。诚然，用西式的方法打造出大品牌很重要，但掌握当地的游戏法则，以更加明智的方式和客户及潜在的买家打交道，却可以让你更快获得回报。在这个时代，时刻都有充满诱惑的新机遇在家门口向你招手，但切记你不可能一次抓住所有机遇。虽然科技为我们带来了诸多神奇的东西，但只有专注才能让你在展会这一重要游戏中做好准备，脱颖而出取得胜利。

There is a lot of pressure these days. Write a newsletter, have a company facebook profile, make special offers, interact with your clients on a constant basis, etc. Intuitively, you’re looking for the best ways to stand out in the sea of sameness. And while there are no magical solutions, when used right, there is one tool that can bring back massive results. Food&beverage exhibitions are at companies’ fingers’ tips. Well known to provide the opportunity for a face-to-face interaction, it also serves as an open door to get immediate feed-back for your new products. But nobody reminds you that exhibiting is quite pricy and to get more than just “some result” and to crush it, there is some work to be done. I’ve dipped my toe in this world and after tens of exhibitions organized in China, I’ve discovered the unspoken guidelines that will deliver results. Take it away. First of all, do not follow the crowd. Thousands of F&B exhibitions are organized throughout China during a year’s period. At times they even sound the same (Food Hospitality China, Food Hospitality World, World of Food, International Food Exhibition, etc.). Do not go where everybody else goes. Do not select the show according to its size. China is a big country. Select the markets where you plan to build your sales channels. You will be surprised how small, yet targeted shows, built in second or third tier cities, will give you a more consistent return to your business while investing less. Position -Now’s the time to use those strategy skills from Warcraft games. Pick your booth position with the care you’d pick the name for your first-born child. Strategic positions are those close to the main entrance, corners and along the perimeter’s lines. Build a booth that’ll make’em talk -Be bold and memorable… but smart… and relevant. Don’t pay for golden roaring lions in your booth that have nothing to do with your business. But do make it fun, colourful and good lighting. One extra toll that will catch the Chinese visitors is any touch of technology that can also count how many visitors will step into your booth. Gamify your tradeshow -Organize contests, promote lucky draw at your booth and use your products as prizes: Chinese love it. Make your booth crowed: Chinese are very curious and they think “where it’s crowded it’s always good”. Qualified buyers make no exception FOOD TO CHINA 61

Columm 专栏

to this rule, and will be equally attracted to a busy booth. Train your staff and make them cheering and welcoming. Make sure that your staff can speak Chinese: buyers prefer their own language to make business and most of them are very qualified but have basic English knowledge. And make sure to learn the local greetings in mandarin “Nihao”, or if you want to take it one level up, learn it in the local dialect (i.e Cantonese, the most spread version of Chinese language around the world “Leihou”). Ask them to pass you constant fresh feedback on customers, to quickly readjust, if necessary, your approach. Engage in conversations by holding and receiving business cards with two hands. Chinese want to understand who you are in order to start a business conversation. Act in your booth as in your house: invite buyers to relax sitting down and having a drink (from your own country or even something unique from your region). Make them comfortable is the first step toward a good business. Add a quick, engaging and useful survey for your customers. Prepare an engaging communication blueprint. Chinese, perhaps more than anyone else in the world consider social media as an extension of their family. Don’t bother in promoting your business on Facebook or come with videos on Youtube. Those apps in China can be only opened using a VPN, and Chinese don’t like to complicate their online activity. Make it easy as a summer breeze for them and use WeChat app & QR codes (to share your website or online presentations of your products). To put things in perspective, Facebook has 600mln users worldwide whereas Wechat has 549mln only in China. From well-known brands to your street corner dim-sum place, all of them are on Wechat. And you’d better get it right now because it’s how the future of mobile commerce looks like. Promote your business, booth position, discount codes and activities before the show and invite visitors to cheer at your booth. Publish photos and videos during the trade fair and keep your WeChat profile updated after the show as well. Document sharing tools, business requests, workflow process, content management systems, frontline sales interfaces and more are available via WeChat. Product Tastings: while storytelling has its own leading role in connecting with visitors and pull their heart strings, tasting a good fresh carbonara made onsite tops that any given day. Let the visitors use their five senses to taste your products. Private events could be quite costly. Be smart and take advantage of your exposure at the fair and get immediate feedback from potential buyers.

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Seminar&events areas are frequently created in trade fairs. Use them to get your business in the spotlight. Ask long in advance the organizers for it and schedule it for the right day and time. The first and second days of shows are usually the most visited in China. Make your event attractive for your target audience. When you speak, don’t pitch your stuff. Grow your industry. Holding events during fairs assure a great number of attendees. But sending personal invites and customized direct mails and WeChat invites helps you to get the right people to attend. Follow up. Be patient and keep working: what you have done during the fair is only the beginning of your story in China. Follow up with the visitors that handed you over their details. Follow buyers who have been particularly interested in your business. Don’t get scared of the huge volumes they require to fulfil: you will find a way to deal with it eventually. Don’t give up if you don’t get responses quickly: usually 80% of negative responses turn positive after 4 to 8 times you contact them. Guanxi or personal relationships. The most important rule of business in China – build your guanxi. Engage in personal relationships with Chinese partners: invite them for diners and simply have a great time, forgetting any business talk. Yet do talk about your country, family and vacations. Chinese are very patriotic, and thus don’t talk bad about your country. After you’ll share a good meal and a few glasses of wine or baijiu (the national drink in China) your guanxi will be tighter. Once Chinese get to know you, a trustful relationship is stronger than any written contracts.

Whereas it’s important to build a strong brand using Western tools, knowing the local perks will get you quicker returns and give you access to smarter ways to connect with your visitors, future buyers. In an age where new opportunities are showing up at your doorstep every single minute waving attractively, it’s worth remembering that you can’t chase all at once. With all the amazing things that technology gives to us, focus is the one thing that will keep you prepared and ready to crush it at the big game of exhibitions and get out of the sea of sameness.

Marketing 市场营销

China market does not lack new products, even strategic new products. However, the survival rate of new products is far from satisfying. According to the statistics, thousands of new products appear on the market in China, yet no more than 10% of them survive. Then, what is the problem? Is it because these products cannot meet the consumers’ needs? Or the companies fail to invite spokespersons or to advertise? Or are the prices too high? None of the above is the exact reason. No new products can sell well by itself. To achieve amazing sales volume, it has to rely on the sales activities that promote the sales of new products from none to little and then from little to mass. The sales activities actually refer to a series of combined marketing measure to lift the sales of one store. Only when products sell well in the terminals can the purchase channels and the consumers’ repeated purchases be realized.

How To Sell New Products Well in the End-Market 怎样让你的新品在终端卖起来？中国市场上并不缺乏新产品，甚至也不缺乏战略性新品，但是，却缺乏存活率高的新品。根据统计资料显示，中国每年有成千上万种新产品上市，但新品存活率还不到 10%。原因在哪里 ? 是因为产品不能满足消费需求吗 ? 是因为没有请代言人、没有打广告吗 ? 是因为价格太高吗 ? 都不是。其实，新品上市从来不会自动卖疯。要创造新品的卖疯，全靠动销。新品动销，是产品销量从无到有、从小到大的保证。所谓动销，即拉动销售，指在营销的渠道终端，通过一系列的营销组合手段，提高单店/单点销售业绩的方式。只有让产品在终端卖起来，才会实现渠道和消费者的重复购买。消费者在选择一个产品时，往往需要经过认知、认同、认购的过程。这是一个产品同质化程度非常高的时代，消费者处于被信息包围的时代，产品自身不但需要高度“商品化”——经过精心的、全面的策划包装，更需要把这些包装好的优势点抢先一步告之消费者。只有让消费者认识到产品的价值，才有可能认同你的产品，进而采取购买行动。一旦完成这个过程，消费者就产生了一定的消费惯性，比较难以改变。消费者对过去购买并使用的产品，产生了思维定势、甚至是生活习惯、情感崇拜，我们称之为“路径依赖”Path － Dependence。有了这种“路径依赖”，消费者就很难接受其他性能品质差不多甚至更好的产品。因此消费者拉动工作是解决产品渠道动销最有效、最直接的方式之一。消费者拉动形式多样，最常见的促销只是动销的方式之一，动销的手段和方式远超出促销的范畴。动销是企业和代理商配合的一个过程，通过总部输出，代理商执行；店内动销、店外动销，双重结合，从而真正的将销售从店内拓展到店外。

Before choosing a product, the consumers often go through the process of awareness, acknowledgment and purchase. In the Information Era with widespread highly homogeneous products, the products need not only to be highly commercialized with elaborate and comprehensive packages, but also to inform consumers of the advantages in advance. Only when the consumers realize the value of the products will they acknowledge them and finally purchase them. Once a purchase is accomplished, the consumers will develop some consumption habit which is hard to change. The mind-set, consumption habit or emotional attachment for the products they used to buy and use is called “path-dependence”. With the “pathdependence”, it will not be easy for the consumers to accept products with the same or even better functions and qualities. Therefore, to attract consumers is the most efficient and direct method to solve the problems concerning the sales channels in sales activities. There are various methods to attract consumers. The common promotion is only one way to drive sales which involves much more measures and ways. The sales activities are actually co-realized by the enterprises and their agencies, which contain the distribution of the headquarters, the execution of the agencies, and the combination of the activities inside and outside a store, and finally the sales extension from inside to the outside of a store.

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Marketing 市场营销

案例一：美素佳儿 Friso 销售渠道主要覆盖母婴坊、大型连锁店、户外广场等，覆盖人群以家庭群体为主。通过连续的终端市场推广，使得该品牌在 2015 年销售业绩成功列入市场奶制品类前三甲。同时，它也由此吸引大量准妈妈以及家庭关注品牌、购买产品，进而刺激销量，使得品牌影响力增强。

渠道推广专家：

The marketing and promotion expert: 广州市盛世蓝创企业管理有限公司

Grand Landau Enterprise Management Co.,Ltd. 盛世蓝创成立于 1998 年，专注线下营销推广，是业内的渠道推广专家。它为不同行业、领域超过 300 多家知名企业及国内外品牌成功运作品牌设计、活动策划、公关、线下执行、推广等项目，尤其店销、路演是其专业强项。盛世蓝创有丰富的落地执行能力、经验和资源，网络覆盖全国30个省份，192个城市，配备超过100名项目管理精英、超过 280 名专业督导以及近万名人员储备管理库。这都是盛世蓝创在同类企业中所具备的独特优势。盛世蓝创凭借多年在营销市场的积累，根据市场的实际情况和消费的核心诉求点来制定消费者拉动的活动形式，让消费者认识产品、了解产品、信任产品，到最后依赖产品。与盛世蓝创建立合作关系的品牌以快消品行业为主，包括光明、红牛、美素佳儿、鲁花、格力高、蓝罐曲奇等。

Established in 1998, Grand Landau specializes in

offline marketing and promotion. It has successfully undertaken brand design, activity planning, public relations development, offline implementation, and marketing for over 300 well-known enterprises and brands from home and abroad. Grand Landau now boasts a business network in 192 cities of 30 provinces in China with over 100 project management talents, over 280 professional supervisors and near 10,000 employees. Most cooperative partners of Grand Landau are from the fast moving consumer goods (FMCG) industries. The major cooperative brands are Bright Food, RedBull, Friso, Luhua, Glico and Danisa Butter Cookies. According to the accumulated experience for many years, the actual market situation and the consumers’ core demands, Grand Landau works out the targeted sales activities to attract consumers to recognize the products, know the products, trust the products, and finally rely on the products.

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Case 1: Friso In the Friso case, the major sales channels are the mother and child workshops, large chain stores and outdoor squares and the target consumers are the family members. With the continuous terminal market promotion, the Friso sales volume ranks on the top 3 in the dairy market in 2015. At the same time, many mothers-to-be are attracted to pay attention to Freso and buy the products. With all the promotion activities designed by Grand Landau, Freso not only increases its sale volume but also enhances its brand influence.

案例二：红牛（RedBull）红牛的消费群体主要为中高端消费人群，为了让消费者在困倦需要提神的时候第一时间意识到喝红牛，盛世蓝创配合红牛在不同的特殊渠道，如写字楼、商城、社区的上班时间进行派赠红牛活动，将红牛的品牌深深烙印在消费者脑海中，从而达到增加消费欲望的目的。在盛世蓝创与红牛合作的期间，红牛的市场份额在不断巩固，销量也逐年攀升。

Case 2: RedBull Redbull mainly targets at the high and midend consumers. To remind them of Redbull whenever they are tired or sleepy, Grand Landau carries out the promotion activities in special ways, such as giving out RedBull products around office buildings, shopping malls and communities during the rush hours to impress the RedBull brand on the consumers and arouse their desire to buy its products. During the cooperation with Grand Landau, RedBull enjoys stable market shares and the sales volume has increased year by year.

案例三：唯他可可及果倍爽 vita coco & Capri-Sun 唯他可可天然健康及高端时尚有其产品特性，对应的消费群体除了日常上下班，也会在健身房或潮流商场出现。所以盛世蓝创有策略地在不同的消费群体会出现的场所进行品牌推广宣传，如在高端住宅小区、写字楼，或是在潮流商店，进行产品派发，增加唯他可可的曝光率和扩大品牌的影响力。另外，为了凸显唯他可可健康补水的产品特性，也到不同的高端健身房进行唯他可可补水讲座，通过不同形式的活动推广，大大增加了消费者对唯他可可的认知度，有效地提升产品销量。

Case 3: Vita Coco & Capri-Sun Vita Coco is not only natural and healthy, but also high-end and fashionable. Its target consumers go to the gyms and fashionable malls after work. Aware of this, Grand Landau works out varied brand activities aiming at different consumer groups in different places, such as giving out products in highend residential communities and office buildings and increasing the exposure of Vita Coco in fashionable malls to enhance its influence. Besides, to promote the product feature that Vita Coco supplies water in a healthy way, Grand Landau organizes lectures about drinking water healthily in high-end gyms. Through various promotion activities, the awareness and sales volume of Coco Vita has been greatly promoted.

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IFA 广东省进口食品协会

Food to China, Taste from World 链接世界，美味中国随着国内消费水平提高、跨境电商平台快速兴起，进口食品市场近五年来发展蓬勃，广东省进口食品协会 (IFA) 横空出世。它以“链接世界，美味中国”为己任，是华南地区第一个进口食品协会，也是唯一一个将海外资源、国内营销平台 / 渠道以及第三方服务平台打通的行业协会。

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Guangdong (China) Imported Food Association is the first professional imported food association in southern China, as well as the one and only industry association which connected overseas resources with Chinese sales channel and third party service platforms.

广东省进口食品协会会员构成近年中国经济总体持续发展，民众消费水平提高，14 亿人口市场对食品有巨大需求，健康美味的进口食品更成城市消费者的首选。2005 至 2014 年的十年间，中国进口食品贸易量增长了 4.3 倍，平均增长率高达 17.6%。广东是进口食品大省，仅广州口岸进口食品便占全国 1/5 左右，据海关统计，2015 年 1-10 月广东省进口食品 1192 万吨，比 2014 年同期增加 26%。

价值巨大的产业链形成广东省进口食品行业也日益自成一体，从上游的采购、货源管理、供应链管理到下游的批发、分销、零售，越发形成了一个兼具线上线下渠道、价值巨大的独立行业。此外，大型进口超市、跨境电商及其线下 O2O 体验店也不断涌现。而在 2015 年，国家相继出台鼓励跨境电商政策，促进跨境电子商务健康快速发展，利用“互联网 + 外贸”方式优进优出，这对进口食品行业来说是极大利好消息。

进口食品行业组织应运而生进口食品市场飞速发展，但广东省至今尚未有正式注册的进口食品行业组织。事实上，进口食品进入中国市场的方式相对散乱，缺乏监督和追根溯源，并可能引起造假泛滥。广州福图喜纳网络科技有限公司 CEO 綦宜龙，和广东省食品进出口集团公司副总经理杜绪牵头，与多家行业机构、各国使领馆及海关、第三方服务机构充分沟通，大家普遍认为目前进口食品产业链最需要一个起到规范、中介作用的行业协会，维护行业秩序以及会员权益。经过与广东省相关机构、行内有声誉的实力公司商议，广东省进口食品协会在 2015 年下半年进入筹备阶段。协会在2016年1月召开会员代表大会，正式宣布成立。

Industry chain with huge value came into being The imported foodsindustry has developed into an independent organic structure with huge value. It covers up all links from procurement, supply management, and supply chainsmanagement fromupstream, to wholesale, distribution, and retailing from downstream. Besides, import supermarkets of large scale, crossborder e-business and O2O experience stores have sprung up everywhere. And in 2015, by introducing a series of policies favorable tocross-border e-business, the central government accelerates the business development in a soundly way and promotes quality import and quality export by the mode of“Internet Plus External Trade”, which is the news quite encouraging for the imported food industry.

The advent of IFA While the imported food market is prospering , there is no such an imported food association formally registered in Guangdong yet. As a matter of fact, free from any strong regulations and surveillance, imported foods enter China’s market one way or another without being held accountable.This provides a warm bedding for overwhelming frauds. As proposed by Wolfgang Qi, the CEO of Food to China Network Technology Co., Ltd., and Michael Du, the vice president of Guangdong Foodstuffs Import/ Export (Group) Corporation, multiple institutions, foreign embassies, customs and third-party service providers had exchanged ideas and a general recognition was then reached that there should be a leading, intermediary association to maintain order in the imported foods industry chainand to safeguard its members’ interests. The preparatory work for the establishment of Food Import Association (IFA) kicked off after consultations and negotiations among relevant provincial institutions and giants reputed in the industry. The representative assembly of FIA is scheduled to be held in the first half of 2016, announcing the establishment of IFA.

广东省进口食品协会 Guangdong (China) Imported Food Association 广东省进口食品协会 : 受广东省民政厅社会组织管理局管理、广东省商务厅指导，由从事食品进口、代理、销售，以及从事与食品进口相关的周边行业（如物流、通关、电商服务及金融服务等）企业，加上行业内有名望的专家自愿组成的行业合作与互助组织。 About IFA Guangdong (China) Imported Food Association, shortened as IFA, is a professional organization for food manufacturers, exporter, importers, agencies, distributers, enterprises and organizations from related industries (logistics, customs clearance, E-commerce and financial services, etc) and some influential experts with high prestige who are engaging in food imported industry. It is authorized by Bureau of Folk Organization of Department of Civil Affairs of Guangdong Province, and directed by Department of Commerce of Guangdong Province.

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IFA 广东省进口食品协会

电商巨头已瞄准进口食品 2015 年，电商巨头如阿里巴巴、京东、唯品会纷纷主动与 FHW 展会合作，綦宜龙敏锐地感觉到：“现在阿里巴巴自营商品的重心是食品，尤其是进口食品上。这几个巨无霸的改变，是进口食品行业的一个风向标。” “电商平台依赖新奇特产品吸引流量，这是它们的盈利增长点，在讲求‘货源为王’的时代，这也是拥有大量海外资源的协会未来优势所在。”他透露，在广东省进口食品协会的预登记会员中，已有超过 3000 个海外会员、上万个国内食品采购商、批发商和分销商会员。庞大的会员资料库，将是协会为海外资源和中国市场搭建桥梁的雄厚基础。多年的海外工作与生活经验，使綦宜龙有机会品尝到众多健康美味的外国食品，他乐于与人分享，更心怀愿景：“把国外的好食品源源不断地介绍到中国，是我未来 20 年要做的事情。”

E-business magnates have laid their eyes on the imported foods.

会长 : 綦宜龙 Wolfgang Qi , Chairman 广州福图喜纳网络科技有限公司 CEO、广州世展米兰展览有限公司董事长。他及其团队拥有庞大的海外食品资源，包括欧洲三大食品展之一的 TUTTOFOOD 米兰国际食品展，并成功运作四届 FHW CHINA 广州国际特色食品饮料展览会（意大利米兰国际食品展同源展会）。 As the CEO of FOOD2CHINA Co., Ltd.and General Manager of Worldex Fiera Milano Exhibitions (Guangzhou) Co. Ltd, Wolfgang Qi and his team have access to various overseas food resources, including TUTTOFOOD, one of the three top European food exhibitions, and has successfully held FHW CHINA for four years.

Many E-business magnates like Alibaba Group, JD.com, VIPshop proactively reach FHW for cooperation, Qi perceived that now Alibaba Group shifted its major business into foods, the imported foods in particular, and so did the other magnates, which altogether serve as a bellwether for the imported foodsindustry. “E-business platforms rely on novel products to capture visitors, which is also a point of growth for them. In the era wherethe one who hasthe source of goods occupies the market, IFA will stand out in terms of its access to vast overseas resources.” Qi revealed that among the pre-registered members, there are more than 3,000 overseasmembers and hundreds of thousands of domestic food buyers, wholesalers and distributors. Such a huge member database will serve as a solid foundation for channeling overseas resources into China’s market. Years of overseas work and life experience exposed Qi to all kinds of healthy and tasty exotic foods. He wants to share and it is also his dream “to introduce quality foreign foods to China in the next twenty years to come.”

Prospects for IFA in 2016：广东省进口食品协会 2016 年大事前瞻 1. 打通冷链、物流、跨境电商等行业环节，进行资源互换，达成高效的行业协作。 2. 大力引进海外资源。除了通过传统渠道，还将通过跨境电商渠道，帮助海外中小企业解决传统广告、渠道问题，以较低廉成本、快速进入中国市场。

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1.To establish comprehensive connectionsamong every link in the industry such as cold chains, logistics and crossborder e-business to exchange resources and coordinate all links efficiently. 2.To vigorously introduce overseas resources. Apart from traditional channels, more efforts will be taken to help overseas SMEs, through cross-border e-business, remove their obstacles relating to traditional advertisements and channels, and board China’s market with relatively low cost and high speed.

进口国外食品符合全球价值链分工逻辑 “随着中国生活水平提高、人民币相对坚挺，中国应该更多采购其他国家产品。这符合全球价值链分工逻辑，让价值成本由低端向高端流动。”杜绪表示，“进口食品应该成立一个协会，结合产业链的上下游，包括金融、物流、航运、供应、营销等，整合各方面资源开展业务。”他还认为，进出口食品行业协会未来应该做成共荣生态圈，追求各种相关利益单位的满意和合理平衡，让彼此都在里面找到立身及发展位置。他希望协会未来能与海关、商检、税务，国内渠道等相关机构组织积极沟通，共同推动进口食品市场的健康快速发展。

It suits the logic of the distribution of global value chain to import food. “As people’s living standard is improving and RMB becomes relatively stronger, it is time to purchase more products from other countries. This conforms to the distribution logic of global value chain that value cost should flow from downstream to upstream.”He said,“there should be an association for the imported foods, running its business by integrating all resources fromboth the upstream and downstream of the chain, including finance, logistics, shipping, supply, distribution and so on.” Du commented that the IFA should evolve into a co-prosperity sphere where satisfaction should be provided for and a rational balance stricken among shareholders, and each of them can stay and prosper accordingly. It is his hope that IFA can actively interact with such relevant parts as customs, commodity inspection, tax offices to jointly promote the healthy and rapid development of the import foods market.

常务副会长 : 杜绪 Michael Du,Vice Chairman 广东省食品进出口集团公司副总经理，多年来与国家各级商务、海关、商检、外汇局、国税等部门保持紧密联系，同时拥有优质的国际贸易服务链资源、海外食品资源。 For many years, Michael Du, the vice president of Guangdong Foodstuffs Import/Export (Group) Corporation, has kept a close connection with state administrations at various levels in terms ofcommerce, customs, commodity inspection, foreignexchange, taxation, etc. He also has access to quality international services chains and overseas foods.

IFA Services:

广东省进口食品协会主要功能与服务内容 1. 协助各国驻华使领馆及贸易促进组织，在华推广各国食品及饮食文化。 2. 为国外优秀食品生产企业进入中国提供帮助，包括宣传、销售等。 3. 协助国内从事进口食品贸易及销售的企业，寻找优质货源，拓展销售渠道。 4. 为国内从事进口食品行业的企业，提供国际流行趋势、食品及相关科技动态、国内外最新政策动态等前沿资讯。

1.To assist embassies, consulates and trade promotion organizations in China to promote food products and culture in China. 2.To help qualified food manufacturers and exporters to enter China market, including promotion and sales assistance. 3.To assist Chinese enterprises engaged in food import business to seek for high quality overseas products as well as expand the sales channels in China. 4.To provide the latest international market information, trend, technology and policies of food industry for Chinese enterprises engaged in imported food industry. FOOD TO CHINA 69

Events 活动

The Preparatory Group of IFA held an initiators’ symposium 广东省进口食品协会筹备组举行发起单位座谈会 2015 年 12 月 16 日下午，广东省进口食品协会筹备组在广州四季酒店召开了发起人单位座谈会。

On the afternoon of December 16, 2015, the Preparatory Group of Imported Food Association (IFA) held an initiators’ symposium at Four Seasons Hotel in Guangzhou.

会议由广州福图喜纳网络科技有限公司 CEO 綦宜龙先生主持，广东省贸促会敖妍部长、广东出入境检验检疫局检验检疫技术中心食品实验室陈文锐主任、广东进出口商会陈连峰副会长和广东省社会组织管理局李志华副调研员到会指导。会议先由筹备组负责人綦宜龙和符武钊，分别介绍协会的宗旨、业务范围、运作设想，以及协会筹备情况和近期工作安排。

The symposium was chaired by Wolfgang Qi, CEO of FOOD TO CHINA Co., Ltd. Other attendees included Ao Yan, director of the Exhibition Department of China Council for the Promotion of International Trade Guangdong Committee (CCPIT); Chen Wenrui, director of Food Testing Lab of Guangdong Inspection & Quarantine Technology Center, Guangdong CIQ of P.R.China; Chen Lianfeng, vice chairman of Guangdong Chamber of Commerce of Importers & Exporters; Li Zhihua, vice consultant of Guangdong Administration for Social Organizations.

各发起人单位就协会的定位、筹备工作和今后业务开展等方面发言，同意发起成立广东省进口食品协会，并一致举手表决通过三项提案：由綦宜龙担任筹备组负责人，注册资金为 3 万元、由广州福图喜纳网络科技有限公司先期垫资，协会筹备组暂定会址在广州市德政北路 538 号达信大厦 1904 室。广东进出口商会陈连峰副会长的发言强调了成立广东省进口食品协会的重要性，并殷切希望协会尽快成立以适应广东省进口食品行业快速发展的要求，在未来我省进口食品行业发展中发挥强有力的行业管理和行业自律作用。广东省社会组织管理局李志华副调研员认真听取了各发起人单位的发言，对协会的筹备工作以及协会章程的修改完善提出了很多指导性的意见，要求协会筹备组认真做好筹备工作；同时要求协会成立后要切实推进各项工作，把进口食品协会建设成为广东省进口食品行业发展的服务、沟通、交流平台和会员之家。 70 FOOD TO CHINA

At the beginning of the symposium, heads of the Preparatory Group Wolfgang Qi and Fu Wuzhao introduced the Association’s tenets, business scope, operation plans, preparations for the Association and recent work arrangements. Initiators delivered speeches on the Association’s positioning, preparations, future operation of business, etc. They reached a consensus on the establishment of IFA, and passed three proposals voting by a show of hands unanimously. These proposals are: Wolfgang Qi is appointed to head the Preparatory Group; registered capital is 30,000 yuan prepaid by Guangzhou Food To china Network Technology Co., Ltd; the site of the Group is tentatively set at Room 1904, DS Building, No. 538, Dezheng North Road, Guangzhou.

Chen Lianfeng emphasized the importance of setting up IFA, and hoped for its early establishment so as to meet the needs of the fast developing imported food industry. Chen also expressed her expectation that the Association can play a significant role in the future management and self-regulation of Guangdong imported food industry. Li Zhihua listened to the speeches by initiators and put forward many suggestions about the preparations for the Association and amendments of rules of the association. After its establishment, the Association ought to promote all kinds of work, developing itself into a home for members and a service and communication platform for Guangdong imported food industry.

Cross-border E-commerce Entering the Rural Areas 跨境电商进农村

在广东省商务厅的指导下，由广东省南方电子商务创新服务中心和广东亚太电子商务研究院共同主办，广东省跨境电子商务行业协会联合主办的“2015 首届广东省农村电子商务博览会暨广东省消费促进月活动之一”于 12 月 24 日 -26 日在广州琶洲召开。本次博览会设农村电商成果展示区、地市特色农产品展示区、广货网上行 • 农村行成果展示区、跨境电商进农村展示区、农村电商服务商展区等五个展区，为广州及周边地区的市民提供超值、优质、放心的广货网上行产品，广东省地方特色农产品和跨境进口产品；为畅通商品销售渠道，让电子商务在促消费稳增长等方面发挥显著成效。 Under the guidance of the Department of Commerce of Guangdong Province, co-hosted by Guandong E-commerce Innovation Service Center, Guangdong Asia-Pacific E-commerce Research Institute, and Guangdong Cross-border E-commerce Industry Association, the first session of the Guangdong Rural Area E-commerce Expo as one of the activities of “consumption promotion month” in 2015 were held in Pazhou, Guangzhou, during December 24th to December 26th. This expo will set up five exhibition

zones respectively for e-commerce achievements in rural areas, agricultural products with regional features, e-commerce achievements of agricultural products in rural areas from Guangdong, cross-border e-commerce entering rural areas, e-commerce service providers in rural areas. It aims to provide the citizens in Guangzhou and the surrounding areas with costeffective, high quality and reliable e-commerce products from Guangdong, agricultural products with regional features and imported products. Besides, it will keep the distribution channels of the goods open and smooth, so as to enable e-commerce to play a more effective role in promoting the steady growth of consumption.

广东省跨境电子商务行业协会 Guangdong Cross-border E-commerce Industry Association 由广东省民政厅核名批准，在省商务厅等政府相关部门业务指导和支持下，由贝法易、威时沛运、有信达、新安怀、广东邮政、唯品会、卓志供应链、环球市场、傲基等数十家有代表性的龙头企业共同发起的行业性协会组织。 An industrial association approved by the Department of Civil Affairs of Guangdong Province, with the guidance and support of relevant departments such as the Department of Commerce of Guangdong Province. It was initiated by dozens of representative leading enterprises including BFE, Wisepower, Yoursender, AnHuai, Guangdong EMS, Vipshop, Top Ideal SCM, Global Market Group, Aukey, etc.

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Events 活动

Guangdong Cold Chain Association-a new platform Came into Being 广东冷链新平台诞生

2015 年 12 月 16 日，广东省冷链协会第一次会员大会暨成立大会在广东迎宾馆召开，广东省社会组织管理局社团登记管理处副处长彭素琦、广东省冷链协会创始人李健华、广州冷藏行业协会会长莫俊刚、广州冷藏行业协会执行会长王宏、深圳制冷学会会长钟爱阳、湛江冷链物流协会秘书长谢伟、汕头制冷协会会长翁冬生、广州物流与供应链协会秘书长江川等嘉宾及与会代表出席了大会。会上，广东省冷链协会筹备人李健华女士作了协会筹备成立工作报告，随后大会主持人蔡军宣读了选举办法、监票人名单、拟任理事会和监事名单，经无记名投票选举，通过协会章程、会费收费标准，选举出第一届理事会和监事，并提名通过秘书长。彭素琦处长代表广东省社会组织管理局确认了选举的有效性。广州华新港投资管理有限公司、广州华邦物流园发展有限公司的代表分别发表了新任会长企业及执行会长企业的当选感言，谭燕红作为协会新任秘书长也作了发言。随后，举行了一场由广东南方冷链物流发展促进中心、广东省物流行业协会冷链物流专业委员会、广州冷藏行业协会联合主办的“广东冷链解决方案研讨会”。研讨会以“遇见商机 • 冷链物流突围之路”为主题，共同探讨冷链企业如何逆市拓展，寻找新的市场商机 , 以实现广东省冷链物流的长足发展。

72 FOOD TO CHINA

On 16th December 2015, the first assembly, also the inaugural meeting of Guangdong Cold Chain Association was held at Guangdong. The participants included Peng suqi, the vice director of registration office of the Social Organization and Administration of Guangdong Province, Li jianhua, the founder of Guangdong Cold Chain Association, Mo Jungang, the chairman of Guangdong Cold Chain Industry Association, Wang hong, the CEO of Guangdong Cold Chain Industry Association, Zhong Aiyang, the chairman of Shenzhen Association of Refrigeration, Xie Wei, the secretary general of Zhanjiang Cold Chain Logistics Association, Weng Dongsheng, the chairman of Shantou Refrigeration Association, Jiang Chuan, the secretary general of Guangzhou Logistics and Supply Chain Association and etc. During the meeting, Li Jianghua, the founder of Guangdong Cold Chain Association delivered a report on preparatory work for the establishment of the association, Cai Jun, the host revealed the rules on selection, the scrutineers list, candidates for the board of supervisors. The association chapters, standards of member fees were approved during the meeting, and the first board of supervisors was selected after secret ballots and a secretary general was also nominated and appointed. On behalf of Social organization and administration of Guangdong Province, director Peng Suqi confirmed the validity of the election. The newly-elected chairmen, the representatives of Guangzhou Huaxingang Investment Management Co., Ltd and Guangzhou Huabang logistics Development Co., Ltd. made election remark respectively and Tan Yanhong, the new secretary general of the association also addressed at the meeting. Later, Guangdong South Cold Chain Logistics Development and Promotion Center, Guangdong Logistics Industry Association Refrigeration Logistics Interest Committee, Guangdong Cold Chain Industry Association co-hosted a seminar on Cold Chain Solutions in Guangdong. Themed under “New Opportunities, the Way Out for Cold Chain Logistics”, the seminar provides a good chance to discuss how to expand market in tough times and to hunt for hidden opportunities to make cold chain logistics prosper in Guangdong province.

Exhibitions 会展

TUTTOFOOD 2015 米兰国际食品展

BUY ITALIAN TASTE 购买意大利味道

2015 意大利米兰国际食品展打破各项记录进口安全申报（ISF）认证的行业参展人数增加 50%，达 78493 人，其中海外参观人数增幅明显，高达 78.7%，分别来自 119 个国家。意大利本土参展人数也稳增 25.3%。商贸配对迎来真正热潮：约 2100 位精选国际高级买家与 2838 位参展商会面，其中 433 位参展商来自意大利以外的国家。在线上“展会配对项目”日程表提前安排组织的 11790 场会面中，这些参展商带来了 7000 个品牌。在传统市场当中，大部分国际买家来自美国、比利时、加拿大、德国、法国、日本、西班牙和英国。但来自其他国家和地区的买家也表现出强烈兴趣，如中东、印度、中国、巴西和澳大利亚，以及难得一见的国家如瑞典、立陶宛和新西兰。取得以上成果，得益于意大利对外贸易委员会（ ICE / ITA - Italian Trade Agency）的通力合作，帮助展会寻找国际买家，以及贸易协会合作伙伴，意大利糖果糕点协会（AIDEPI）、意大利肉产品工业协会（ASSICA）、意大利啤酒和麦芽工业协会（AssoBirra）、意大利矿泉水和饮料工业联合会（Mineracqua）、意大利橄榄油协会（UNAPROL）、意大利 UNAS 协会和意大利中小食品制造商联合会（UA）的大力支持。

当今趋势是什么？展会期间针对国际高级买家的一份调查显示，意大利产品在全球受到追捧不仅仅因为其食品和饮料本身极具吸引力，更重要的是其产品纯天然、安全、高品质，享誉全球。在新兴市场中，印度和中国买家最看重纯意大利原料的附加值，而中东消费者则最欣赏意大利食品的天然品质。美国和北欧买家尤其热衷于寻找独创新颖的、知名度相对不高的意大利特产。 74 FOOD TO CHINA

TUTTOFOOD 2015 broke every record ISF-certified industry visitors are up 50% to 78,493, along with a sharp increase in foreign visitors, up 78.7% and from119 countries. Italian visitors also increased in number by a solid 25.3%. Business matching registered a veritable boom: around 2,100 select international top buyers met 2,838 exhibitors (433 from outside Italy) representing 7,000 brands at 11,790 meetings scheduled in advance through the online Expo Matching Program calendar. Among traditional markets, the largest number of international buyers came from the USA, Belgium, Canada, Germany, France, Japan, Spain and the United Kingdom. There was also strong buyer interest from the Middle East, India, China, Brazil, and Australia, and from “oneoff” countries like Sweden, Lithuania and New Zealand. These results have also been achieved thanks to a close partnership with ICE / ITA - Italian Trade Agency, which scouted buyers on many international markets, and key support from partner trade associations AIDEPI, ASSICA, AssoBirra, Mineracqua, UNAPROL, UNAS, and UnionAlimentari.

What trends are underway? A survey of top international buyers during the event reveals that Italian products are sought around the world not just for the appeal of the country’s food and drink, but because they have a reputation as natural, safe, high-quality products. Among emerging markets, the Indians and Chinese are the most attentive to the added value of all-Italian ingredients, while Middle Eastern consumers are most appreciative of its natural qualities. Americans and Northern Europeans are particularly keen on seeking out original, relatively unknown specialities.

HOST 2015 米兰国际酒店用品展

the capital of hospitality 让米兰成为好客之都参展人数超过 15 万，举办 400 余场活动

More than 150,000 visitors and 400 events

业内参观人数增加 13.5%，达 150968 人。尤其值得注意的是，来自 172 个国家的海外业内参观人数呈 17% 的指数型增长，达 60383 人，占业内观众总数的 40%。 2015 米兰国际酒店用品展还举办超过 400 场活动，将展会推向高潮，包括研讨会、工作坊、比赛、锦标赛、烹饪表演和品鉴活动。

There is a growth of 13.5% in terms of the presence of professional visitors, up to150,968. Most of all, there was an exponential increase in terms of professionals from abroad – 60,383 from 172 countries, 40% of the total, and with growth of 17%. Host2015 was made all the more exciting thanks to more than 400 events, including seminars, workshops, competitions, championships, cooking shows and tastings. Host also reflects the new geopolitical scenario, opening itself up to markets like Iran, Africa and Cuba. The increase of 13.5% in terms of visitors was due to various factors - the focus on supporting companies in all ways over the long-term, the great commitment to scouting abroad and to the synergy with the city and what it represents for “Made in Italy.”

2015 米兰国际酒店用品展还反映出新型地缘政治形势，向伊朗、非洲和古巴等市场开放。参观人数之所以增长 13.5% 有以下原因：其一是长期全方位重点支持企业寻求海外市场的举措，其二是推动拓展海外市场的承诺，以及为米兰打造“意大利制造”这一品牌的努力。

咖啡世界的趋势咖啡被誉为意大利的国饮——96.5% 的被调查者表示至少偶尔会喝咖啡或咖啡饮料。至于海外市场，远东地区对咖啡表现出浓厚兴趣。在日本及泰国，也有些地区有喝咖啡的传统，但是总体来看，现代的咖啡消费依然是速溶咖啡为主。大型国际连锁咖啡店如星巴克的扩张加速了市场的变化，带来了本地咖啡连锁店的诞生，如 Independence。提供极品混合咖啡或珍贵单品咖啡的中西合璧型咖啡店正大受欢迎。

中国买家在寻求什么？尽管中国 GDP 增速稍微放缓，今年“只有”7%，但这似乎丝毫不影响大型中国代表团参展。实际上，酒吧和餐厅行业继续实现破纪录增长，而这有赖于中国人生活方式的快速西化。中国买家向来以高要求著称，他们常直接指出行业需要提高的方面。中国消费者仍认为法国及德国产品价格更高因而有更好的品质。然而，许多酒店和餐厅在当今动力不足的市场条件下预算并不高，因此会寻求在价格与品质两全的意大利产品。

Trends from the world of coffee In terms of foreign markets, the Far East is of great interest. There are already traditional places for having coffee in Japan and Thailand but that, in general, modern consumption was until a short time ago associated mainly with instant coffee. The arrival of big international chains like Starbucks has accelerated the change in the market, with the creation of local chains like Independence. Hybrid (Western/Eastern) formats that offer prestigious blends or precious single-origin coffees are ever more popular.

What are the Chinese customers looking for? The large Chinese delegation doesn’t seem to be at all affected by the slightly less booming Chinese GDP, which this year will “only” grow by about 7%. In fact, the bar and restaurant industry continues to see record growth thanks to the rapid Westernization of the lifestyle. Chinese buyers, who are known for being demanding, were vocal in pointing out areas of improvement. the Chinese customer continues to perceive more expensive French and German products as being of better quality. However, many hotels and restaurants have lower budgets due to a less dynamic market and are looking to Italian products, which they see has being a good compromise between price and quality. FOOD TO CHINA 75

What’s new

Exhibitions 会展

76 FOOD TO CHINA

Creating a onestop international imported food exhibition 打造一站式“进口食品”国际展会 FHW CHINA 广州国际特色食品饮料展览会自 2012 年举办以来，致力于打造华南地区最专业的食品行业盛会，为海外食品制造商和国内进口食品贸易商、经销商搭建一个国际性的交易平台、实现政策与市场、国内与国外、买方与卖方的无缝对接服务。作为华南地区最大，国际化程度最高的进口食品展，FHW CHINA 在 2016 年有什么新的探索和动向呢？

2016 年展会将继续与各省电商商协会、跨境电商协会、网商协会等业内权威机构深度合作，加大电商邀请力度，力求为展商推荐接洽更多优质电商采购商。同时，主办方将在展会期间举办数十场电商平台食品招商会，为食品供应商拓展线上销售提供多种解决方案。受邀电商不仅包括京东、1 号店、唯品会、蜜芽宝贝、本来生活等知名综合平台，更有大量专门从事食品销售的零售电商企业。

多个国际展团规模倍增

增设“互联网技术应用服务 +”展区

2016 年，FHW CHINA 预计展出面积达到 20000 平方米，将有来自 30 个多个国家和地区近千参展商前来参展，国际参展面积达 60%，入场专业采购商预计达到 21000 人次，较上届增长 20%。在上届组团亮相的意大利、韩国、马来西亚等国家展团团内各企业，通过展后一个多月的客户跟进，取得满意的收获。他们纷纷表示 2016 年将会大规模参展。更多的国际展商将为中国采购商带来更丰富的一手优质境外货源。

继续 VIB 重点采购商计划 FHW CHINA 全国首创，独一无二的“VIB 重点采购商计划”，精选业内最具实力采购商，专人对接供求信息，展前建立联系，展期安排会面，展后跟踪反馈，以精准对接提高商务洽谈效率，确保为参展商匹配到目标采购商或合作伙伴。

广东省进口食品协会鼎力支持新成立的广东省进口食品协会作为广东地区唯一专注于为进口食品贸易商提供优质、专业行业信息及服务的商协会，现有从事食品进口、代理、销售及从事相关周边行业的企业会员超过 400 多家。协会高度肯定 FHW CHINA 专业性，不仅广泛组织协会会员参观展会，更预先为展商对接大型采购商和渠道商，于展会现场安排采购对接洽谈，加强同行业间的商务联络。

增设葡萄酒专区应市场趋势和需求，2016 年 FHW CHINA 将新增葡萄酒专区。专区计划引进法国、意大利、智利、西班牙、澳大利亚等国的精品佳酿，精准服务有限的酒类展商，在避免同类产品竞争白热化的同时，实现葡萄酒专区的客商与展会原有的进口食品及饮料渠道的资源进行互补和互动。

专辟跨境电商 / 电商平台招商专区

将同期举办“互联网技术应用服务 +”展览会，为食品企业提供技术应用上的增值服务。届时，近百家电商技术及服务供应商将被邀请进驻“互联网 + 食品” 专区，包括：第三方支付、电商物流仓储、数据挖掘与应用、搜索引擎优化、电商咨询、移动互联网等服务商。同时，展会同期也将举办多场专业行业论坛、电商运营讲座及实战经验分享，致力于打造一个以服务传统企业进入电商领域为中心，多种附加服务为支撑的多层次生态圈。

S ince

its first session in 2012, FHW CHINA has endeavored to create the most professional grand gathering for the food industry in South China. By providing an international trade platform for foreign food manufacturers and domestic imported food traders and distributors, the exhibition perfectly matches the market with relevant policies, foreign market with domestic market, and buyers with sellers. As the largest and the most internationalized imported food exhibition in South China, what will FHW CHINA 2016 explore and what direction will it head in?

Doubling scales of the international pavilions FHW CHINA 2016 will cover an area of 20000 square meters, and with about a thousand exhibitors from more than thirty countries or regions, its international exhibition area will occupy 60% of the total area. It’s expected that the admitted professional buyers will reach 21000 persontimes, exceeding that of the previous session by 20%.

Proceeding the VIB program.

The country’s first and unique “VIB Program” aims at selecting competent buyers and assigning a special department to match the demander and supplier, with whom the contact is established before the exhibition and

meetings are arranged during it after which then followups are carried out and feedback is collected. The goal is to make precise matching and to improve the efficiency of business meetings, ensuring that the exhibitors can be matched with their target buyers or cooperation partners.

Receiving great support from IFA As the only association in Guangdong that is dedicated to providing the imported food traders with quality and professional industry information and service, IFA now has over 400 enterprise members which are engaged in food import, agency, marketing and other peripheral industries. The Association speaks highly of the professionalism of FHW CHINA. It not only widely organizes its members to visit the exhibition, but also contacts with large-scale buyers and distributors for the exhibitors in advance and arranges business matching meetings on the exhibition site in order to enhance business connections among these enterprises.

Setting up the wine zone FHW CHINA 2016 will set up new wine zones where fine wines will be introduced from France, Italy, Chile, Spain and Australia etc., Also, wine exhibitors with Precise Service limited companies will be brought in to avoid drastic competition among similar products and to realize resource exchanges and complementation between exhibitors at the wine zone and the original imported food and beverages channels.

Upgrading the e-commerce matching service In 2016, the exhibition will continue to carry out indepth cooperation with authority institutions in the e-commerce field including e-commerce associations and cross-border e-commerce associations. Moreover, it will strengthen the efforts to invite the e-commerce enterprises in order to make recommendations to the exhibitors and help them approach more quality e-commerce buyers. At the same time, the organizer will host dozens of e-commerce investment fair, providing schemes for the food suppliers to promote their online sales. The e-commerce enterprises invited include not only the famous comprehensive platforms such as Jingdong, Store No.1, Vipshop, Miababy, and Benlai,

but also many of those e-commerce enterprises engaged in food retailing.

Exploring the advantage of “Internet +”. The host will set up a “Display Zone of Internet Applied Technology+” to provide food enterprises with value-added service on technology application. At that time, about a hundred suppliers of e-commerce technology and service will be invited to station in the “Internet+ Food” zone, including service providers of thirdparty payment, e-commerce logistics storage, data mining and application, search engine optimization, e-commerce consultancy and mobile internet.

FHW CHINA 2016 广州国际特色食品饮料展览会展会时间 : 2016 年 9 月 22-24 日展会展馆：中国进出口商品交易会展览馆（广州 . 琶洲）联系人：文永淦、谭雯意电邮：fhwchina@worldexfm.com 官网：www.fhwchina.com 电话：020-83810602 83276990 展会官方公众微信号：FHWCHINA Date: Sept., 22-24, 2016 Venue: China Import & Export Fair Complex (Guangzhou, China) C Area Contact: Peter Wen, Wency Tan Email：fhwchina@worldexfm.com Website: www.fhwchina.com Tel：020-83810602 83276990 FHW（FOOD HOSPITALITY WORLD）品牌展会源自意大利，由全球展览行业领军者—意大利米兰展览公司策划，优化整合两大行业领先展会：TUTTOFOOD（米兰国际食品展，欧洲三大食品展之一）及 HOST（米兰国际酒店用品展，欧洲最大酒店餐饮用品展），成为食品餐饮行业国际知名品牌展会 FHW CHINA 由意大利米兰展览公司及其中国公司—广州世展米兰展览有限公司主办，并与广东省贸促会、广东省进口食品协会联合主办，至今已成功举办了数年。作为首个落户华南地区的集国际化、专业化、多样化于一体的 B2B 食品及餐饮用品展会，FHW CHINA 很好地填补了这一专业食品展会的市场空缺。

Organized by world-leading exhibition organization, Fiera Milano S.p.A. and its China company - Worldex Fiera Milano Exhibitions, co-organized by the China Council for the Promotion of International Trade (CCPIT) Guangdong Committee and Guangdong (China) Imported Food Assocation, FHW CHINA is the first international and professional B2B food and hospitality fair in South China.

FOOD TO CHINA 77

Supply Information 供求信息

Company Name 企业名称

广州市贯亿进出口贸易有限公司 ( 原广州市意亚进出口贸易有限公司 ) Original Country 进口来源国意大利 Brand 品牌维拉（DONNAVERA）、巴洛尼亚（BARONIA）、安堤卡（ANTICA）、丽米（LIMMI）、莫奈瑞（MONARI） Type of Product 产品类别意大利面、橄榄油、调味品等 Product Description 产品描述维拉、巴洛尼亚意大利面，来自生产商 De Matteis Agrolimentare，这是意大利五大意面生产厂家之一。 Contact 联系方式电话：020-83221260 邮箱：info@yiyafoods.com 官网：http://www.yiyafoods.com

Company Name 企业名称

深圳裕华意商贸有限公司 Original Country 进口来源国意大利

Brand 品牌意利（illy）咖啡、嘉丽牌（ZUEGG）果酱、意乐果园 (LA DORIA)、芬采牌 (FEYCE) 蜂蜜、巧意牌 (LIGUORI) 通心粉、贝乐 (BELLA PARMA) 意粉酱、意好味 (EAST&WEST) 沙拉酱、丹特 (DANTE) 橄榄油等 Product Description 产品描述巧意牌通心粉，获欧盟颁发的“受保护地域产品”标识(IGP)，是多家五星级酒店意大利餐厅的首选。 Contact 联系方式电话：0755-83178807 邮箱：marketing@yuhuayi.com 官网：http://www.yuhuayi.com/

Company Name 企业名称

广州意维贸易有限公司 Original Country 进口来源国意大利 Brand 品牌圣玛利奥（Tenuta Santa Maria）、保利尼（Paolini）、波斯、圣朱利亚诺（San Giuliano）、甘巴、格拉索 Product Description 产品描述代理意大利各个大区的葡萄酒，包括阿玛诺尼 Amarone，瑞柏苏 Ripasso, 巴罗洛 barolo，巴巴莱斯科 barbaresco，基安蒂 Chianti，黑达沃拉 Nero d’Avola 等 Contact 联系方式电话：020-83299173，13922181488 78 FOOD TO CHINA

Company Name 企业名称

广州友纳进出口贸易有限公司 Original Country 进口来源国巴西 Brand 品牌 YONA, ENOVA Type of Product 产品类别咖啡生豆，咖啡烘焙豆、咖啡粉、坚果、坚果棒、胶原蛋白茶、运动能量补充饮品、果汁、巴西肉类（包括牛、鸡、羊、猪） Product Description 产品描述来自巴西优质庄园的精品咖啡生豆和烘焙豆。坚果棒由腰果、巴西栗、蔓越莓，葡萄干等纯坚果组成，极具营养。备注肉类产品买家，需已从事相关行业、具备相关资质。 Contact 联系方式微信：13450230254 电话：020-86284169 QQ：1986287296

Company Name 企业名称

广州市秀雅秀贸易有限公司 Original Country 进口来源国德国、西班牙、法国、意大利、澳洲等 Brand 品牌金凯莎（Weinhaus Kessler）、金水珠（Los 、蓝牌玛瑞特（Vina Mariate）、跳跃袋鼠（Jumping Candiles） Kangaroo）等 Product Description 产品描述红酒品种丰富，包括干红、半干、冰白、冰甜葡萄酒。 Contact 联系方式电话 020-37599438

Company Name 企业名称

Morlife Original Country 进口来源国澳大利亚 Brand 品牌 Morlife Type of Product 产品类别众多功能性食品，包括麦片、能量棒，黑巧克力零食、超级食品、花草茶、超级果汁、藜麦、奇亚籽和天然纤体系列。 Product Description 产品描述与一般的健康食品相比，Morlife 功能食品含有更高的营养价值，以及提供身体机能所需的成分。 Contact 联系方式联系人：Julia 茱莉亚邮箱： 2220622571@qq.com FOOD TO CHINA 79

Supply Information 供求信息

Company Name 企业名称

广州中田投资有限公司（联和进出口有限公司） Original Country 进口来源国世界各地 Brand 品牌 Patons（品特）、Golden Circle、Harvey Fresh（哈维）、Capilano（康蜜乐）、ollo（澳露）、Kabren、 Real Mccoy、Dona Jimena（多娜）、Mieszko（梅什科）、Tipco（泰宝）、Super（新加坡“超级”系列）、 Sagiko（寒天）、Virtues Workship 等。 Type of Product 产品类别牛奶、果汁、饮料、巧克力、饼干、粮油、休闲食品、咖啡、红酒等 Product Description 产品描述代理世界前十名红酒公司 Hardy 的系列产品；意大利乌玛尼荣基酒庄的系列产品；澳洲 Harvey 公司的红酒系列。 Contact 联系方式电话：020-87380248 订购热线：020-37571585 Company Name 企业名称

广州大头发进出口贸易有限公司 Original Country 进口来源国东南亚等地 Brand 品牌亮记，福记，原味铺，OMAI，FIT-C Type of Product 产品类别进口零食 Product Description 产品描述澳门亮记肉制品 ; 原味铺果脯 ; 泰国 FIT-C 饮料 ; 东南亚进口零食等。 Contact 联系方式电话：020-2081414562 QQ：2430310973 Company Name 企业名称

广东牧邻乳业发展有限公司 Original Country 进口来源国新西兰 Brand 品牌牧邻（Farmside） Type of Product 产品类别乳制品、成人奶粉 Product Description 产品描述由新西兰制药级奶粉生产商 GMP 公司生产，100% 新西兰原产原装进口。有 4 款单品：学生奶粉、孕妇奶粉、脱脂奶粉、中老年奶粉。 Contact 联系方式联系人：梁瑞豪先生 13189038101 400-830-8851 hao@farmsidedairy.com 80 FOOD TO CHINA