China is the largest country in honey production. As early as in the agricultural society, Chinese ancients began to raise bees. With the development of history, honey has also been used as medicine in traditional Chinese medicine, written into the medicine spectrum, to treat people’s various diseases. However, this honey, which has been handed down for thousands of years in China, is gradually out of favor in the modern civilized society. On the contrary, honey imported from abroad is gradually sought after by the public.
Due to the serious counterfeiting of honey in China, many people turn their attention to imported honey, believing that the quality of imported honey should not be poor. In fact, counterfeiting is an international problem, not only in China. The imported honey with high popularity in China should be from New Zealand. According to a New Zealand bee farmers association, New Zealand only produces 1700 tons of Manuka honey every year, which is very rare, but the annual sales volume in the world is more than 10000 tons. In addition, in recent years, quality problems have been found in many batches of imported honey, which shows that imported honey may not be good.
New Zealand Manuka honey is one of the most expensive honey in China. Search for honey on the e-commerce website, and you will find that nine out of ten are Manuka honey. One of the most expensive, which is equivalent to 20000 yuan. Even if the price is high, Manuka honey sales are not low.
In China’s rich circle, the market of Manuka honey is very hot, because people’s continuous concern about food safety has greatly increased their market demand for pure natural imported health food. At present, the two most popular New Zealand Manuka honey brands in China are Comvita and Manuka Health.
Since China formally entered the Chinese mainland in 2004, it has more than 100 stores in mainland China, and continues to lead the high-end honey sales market in China, which is closely related to brand differentiation positioning marketing strategy. In China’s honey market, domestic honey occupies the main market share, and the price is generally low. Comvita brand uses “Manuka honey” to enter the high-end honey market, occupies the highland of honey category, and becomes the leading brand of Manuka honey category. In 2019, Comvita’s Manuka honey flagship store won the double sales champion of JD and Tmall under the category of honey.
Manuka Health has successfully expanded the markets of Beijing, Guangdong, Shanghai, Tianjin, Chongqing, Jiangsu, Zhejiang, Liaoning, Jilin, Heilongjiang, Inner Mongolia, Shandong, Shanxi, Henan, Hebei, Hunan, Sichuan, Shanxi, Yunnan and other provinces in China. In the above markets, Manuka Health mainly realizes terminal sales by setting up counters in high-end stores.
Since ancient times, honey has been regarded as a good health care product with the same origin of medicine and food, and has an unshakable position in the hearts of Chinese people. Due to the quality of honey is uneven, there is no Chinese honey brand that people can particularly trust. Rich people in China buy high-quality honey at high prices, which makes imported honey have a great development. For example, New Zealand honey, Russian honey and Australian honey are very popular among Chinese people, they are willing to buy it even if it costs hundreds or thousands yuan per catty.
This situation is an opportunity for overseas enterprises who want to enter the Chinese market.