When Craft Beer Meets the Chinese Stomach

Standing on the terrace of the Bund in Shanghai, seeing the wonderful combination of German dark beer and Sichuan - style hot pot becoming more and more common, I know that the imported beer market is undergoing a structural change. As a practitioner, I would like to share with you some interesting phenomena Ive seen over the years:The overstocked Belgian white beer in the agents inventoryandThe Mexican tequila beer in short supplyForming a sharp contrast, there is a deep - seated code of product selection logic hidden behind this.

Import RepresentationThe Three Cognitive Biases

• Misunderstanding 1: Imported Beer = High Profits
  • Actual case: A trading company in Qingdao imported German wheat beer, and the failure to calculate transportation losses led to an 18% increase in the cost per box
  • Key data:Maritime TransportationThe breakage rate usually reaches 3% - 5%, and the cost of temperature - controlled containers is 40% more expensive than ordinary containers
• Myth 2: A customs broker can handle customs clearance,
  • Real lesson: A batch of Czech beer was seized in full container due to the lack of storage conditions on the Chinese back label
  • Required documents: Certificate of Origin and Health, Alcohol Content Test Report, Pre - approval Certificate of Chinese Label
• Myth 3: Foreign big brands are easy to sell,
  • Market situation: A Nordic brand failed to open up the Chinese market in three years because its 330ml small bottles did not meet Chinese consumption habits
  • Product selection suggestions: Pay attention to fruit - flavored beer with an alcohol content ≤ 5%vol. The growth rate of such products reaches 27%

Hidden hurdles in handling qualifications

Recently, when helping a Hangzhou client handle import qualifications, it was found that(Apply 30 days in advance)there were three new changes in the approval standards:

• The required storage area has been increased from 200㎡ to 300㎡
• A new document certifying cold - chain transportation capacity is added
• Overseas manufacturers need to provide a Chinese translation of the HACCP certification

The golden section point of cost control

Three great tips for customs clearance practice

• Pre - classification in advance:There are 6 sub - items in the HS code of beer. Incorrect classification may lead to tax rate deviations
• Flexibly use the agreement tax rate:Chilean beer can enjoy 0 tariff, but FORM F is requiredIt is recommended to verify through the following methods:Technical data
• Strategy of batch - by - batch customs clearance:For test - marketing products, it is recommended to import them in three batches to reduce the risk of port congestion

Five items to be checked for agency cooperation

Last year, a Fujian client ignoredthe authorization chain of overseas manufacturersand was claimed 2 million yuan by the legitimate brand manufacturer. It is recommended to focus on checking:

• The consistency between the brand holder and the signatory
• Regional Restriction Clauses for Exclusive Agency
• Tiered Pricing for Minimum Order Quantity (MOQ)
• Return and Exchange Mechanism for Unsaleable Products
• Intellectual Property Guarantee Clause

Standing by the Huangpu River and watching the passing cargo ships, I suddenly remembered the first batch of Dutch beer I represented ten years ago. The most fascinating thing about this industry is thateach container is filled with the flavors of different cultures, and our job is to ensure these flavors reach the Chinese dining table safely. When selecting products next time, you might as well ask yourself: Is this beer suitable for crayfish?