Advancement in the Chinese market: What are the expectations of the Serbian companies exhibiting at the Shanghai fair?

The fair called “China International Import Expo” will be held until November 10, and Serbian exhibitors have uneven expectations about the impact of the event on improving business in this distant market, as due to the current epidemic they could not offer live performances.

However, Nikola Božić, director of BMN Mechelen, one of the companies that participated in the fair, points out that he is grateful to the Serbian Chamber of Commerce and the Serbian Development Agency, as organizers.

“We regret not being able to travel there, but we sent packages, brochures, business cards …” Bozic told B92.net.

He adds that one of the visions of this company from Požega, which deals with the purchase, freezing and processing of berries, is to expand to the eastern market.

“Our products are already available in Western Europe, in Germany, and we want to take advantage of this fair as an opportunity to make contacts with potential partners from China so that BMN Mechelen’s offer can be found in this distant country,” concludes our interlocutor.

The products of the Rubin company also found their place at the fair, from where they said that they adjusted the product offer for the aforementioned event to the demand, which in this case is focused on red wines with a high percentage of alcohol and an intense red color.

In addition, at the fair, we showcase products found in prestigious international competitions held in China – Concours Mondial de Bruxellex 2019 and China Wine & Spirits Awards 2020, gold medal winners: Vinjak VSOP 5 0.7l, Amante Carmen 0.75l and Vinjak VS 1l, “says Rubin’s manager Gordana Purković for our website.

Photo: Chamber of Commerce of Serbia

How do the Chinese react to Serbian products? “Regarding the reaction of Chinese consumers to Serbian products, I would stay in the domain of commenting mainly on wine. In this sense, we can boast of very good red wines that match consumer preferences in the Chinese market. The potential of the Chinese market is huge, but unfortunately the wineries This is not a consequence of the lack of desire and broad opinions of Serbian winemakers, but mainly of the perception of local consumers, the lack of systemic promotion at the national level and export barriers in part. Unfortunately, Serbia is not yet perceived as a wine-growing country, and the perception of quality when it comes to wines, is often associated with the country of origin, and wines from typically wine-producing countries : France, Italy, Spain, Australia have primacy in the decision-making process “, says Gordana Purkovic de Rubin.

He adds that several wineries in Serbia, including Rubin, are already exporting to the Chinese market, but the quantities are negligible relative to the possibilities. He emphasizes that it would be important for Serbian winemakers to abolish customs duties on imports of wine, which is currently a heavy burden. In his view, considering the strong commercial and political ties with China, coupled with the promotion of Serbia as a wine country, it is something that would lead to much higher exports.

Since there are no representatives at the booth for good reasons (the corona quarantine lasts 14 days in China), we do not expect much from this fair in terms of short-term effects. For greater success in the Chinese market, it takes time and appearances with winemakers. from Serbia on the national stand, promoting Serbia as a country with a long oenological tradition, a large number of wineries and large tracts of vineyards, which are grown in the same latitude as the vineyards of Bordeaux and Tuscany. From that side, we have accomplished the task, ”says Purković.

Sabac Dairy also thanked the organizers for the opportunity to present themselves as possible dairy partners as the only dairy in Serbia.

“With 60 percent sales of dairy products in 13 markets from Russia, through Europe and America, we are the leading exporter of dairy products and our goal is for our quality products to reach consumers in China,” said Maja Badjin Georgijevic, director of corporate communications. , is stated in the announcement of the Serbian Chamber of Commerce.

Visitors to the Shanghai fair will be able to meet dairy brands such as Sirko, A la Kajmak, Mediteraneo sir and others that are made, as Badjin Georgijevic points out, national milk of the highest quality with the application of world standards in food production .

“Participation in international fairs with the support of the Serbian Chamber of Commerce, through contacts, has contributed to our company exporting more than 10,000 tons of deep-frozen fruit per year”, said Mirjana Nikolic, ITN GROUP sales director , another participant in the fair. According to her, fairs are places to make and develop business contacts, as well as to create new ideas and follow world trends.

We remind you that in the food products room, at the Serbia stand with an area of ​​200 square meters, products and companies were presented: Van Drunen Farms Europe, Damar Confit, Frushkogorski vinogradi, Frikom, Nova Sloga, Simex Original, Vinarija Choka plus and Aronija Vita.