The 2015 Korea-China
FTA Trade Fair
for The Excellent Korean Agri- Products
The Ministry of Agriculture, Food and Rural Affairs (MAFRA) and Korea Agro-Fisheries & Food Trade Corp. (aT) held the 2015 Korea-China FTA Trade Fair for The Excellent Korean Agri-Products on April 27 at the KINTEX exhibition hall of Ilsan City. 51 Chinese buyers, including Chinese online food distributors such as Yihaodian, and 100 Korean food exporters participated in the trade fair and actively took part in sales meetings. Active export business consultations (estimated at USD$37 million) took place during the event and many participating Chinese buyers gave Korean foods high marks for their taste and quality.
“Korean Convenience Food Is a Promising Entry in the Chinese Online Food Market”
The Direct & Import Sourcing Buyer of Yihaodian
Yihaodian is China’s largest online supermarket. The Market Specializing in Korean Food has been open in the Yihaodian shopping mall since November 2013 and a variety of Korean foods have been sold there. Ms. Shirley Xue explained, “The Chinese online customers’ response to traditional Korean foods―such as seasoned seaweed and yuja tea (citron tea)―is good. Many online customers think the strong points of Korean foods are the good quality and friendly image.”
She said that Korean convenience foods have a high possibility of advancing into Chinese online food market. She said, “Thanks to the popularity of Korean dramas among the Chinese, there are many Chinese consumers who want to easily eat Korean dishes such as tteokbokki (stir-fried rice cake) and bibimbap (rice mixed with vegetables and beef) in their homes. We hope that many different types of Korean convenience foods will be actively sold in Yihaodian.”
“The Number of Chinese Consumers Buying Baby Food on the Internet Is Growing”
Manager of JD.COM
JD.COM is the second largest online food shopping mall in China. Last year’s sales figures of Korean foods sold on JD.COM were recorded at about USD$8.3 million. Ms. Kathy Yao said, “The number of Chinese online consumers purchasing Korean snacks on the internet for children, including fish flesh sausage, is increasing consistently. I think that Korean snacks for children are being received well in the Chinese online market because of the good quality, high food safety, and unique package design.”
But she thinks that the few types of Korean food sold in the Chinese online food market leave a little to be desired.
She says, “Seasoned seaweed and yuja tea amount to about 70 percent of all Korean food items sold in our online shopping mall. They lack of diversity. Korean food exporters must make efforts to develop new products for the taste buds of the Chinese online consumers.”
“Banana Flavored Milk Product Is Popular Among the Young Chinese Online Customers”
General Manager of Tianjin Ruifeng Technological Trade Co., Ltd.
Tianjin Ruifeng Techno-logical Trade Co. Ltd. is a large supplier for JD.COM. Ms. Yiling Zheng said, “The number of local online consumers wanting Korean dairy is also steadily increasing. The banana flavored milk product especially is becoming a hot seller among local online consumers in their 20s and 30s because of its sweet taste and the popularity of Hallyu (Korean culture wave).” At this trade fair, she had a great interest in the baby food and beauty beverages. She said, “The number of Chinese mom consumers purchasing baby foods from online shopping malls continues to steadily increase and the beauty beverage products are becoming popular among the young Chinese women. The improvement of the products’ package design for the Chinese will lead to the advance into the Chinese online food market for Korean baby food and beauty beverages.”
“Online Promotion of Korean Food through SNS Will Be Strengthened”
Xu Lu Ming
Purchasing Manager of Shanghai Z-Club Co., Ltd.
Shanghai Z-Club is the large supplier for Feiniu, which is an online shopping mall that RT-Mart, the largest Chinese distributor, runs directly. Shanghai Z-Club provides Korean foods―such as snacks, instant noodles, and so on―for Feiniu. Mr. Xu Lu Ming emphasizes, “The general awareness of Korean foods is relatively low in the Chinese online food market. To raise the awareness of Korean foods in the Chinese online food market, the online sales event for Korean foods will be regularly prepared for the Chinese shopping seasons such as Chinese New Year. Online promotion of Korean foods are also needed through SNS (Social Network Service).”
He says, “The sales figure of traditional Korean sauces―such as gochujang (red pepper paste)―is on the rise because the number of Chinese people who like Korean cuisine has recently been increasing. We hope that the inroads of traditional Korean sauce products to the Chinese online food market will be forcefully expanded.”
Park Sung Eun firstname.lastname@example.org
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