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Food Matryoshka

Businessman Igor Chaika launches e-commerce platform in China

Food Matryoshka
The other day, Russian exports to China have new opportunities - the electronic trading platform DAKAITAOWA.COM, intended for the delivery of Russian food products to China, was opened. Among investors - Russian names: Igor Chaika, Anna Barysheva, Artem Semenov, Oleg Dmitrienko. In Chinese, DAKAITAOWA means "open a matryoshka". Matryoshka electronic platform does not open, but it provides a full cycle of work in the framework of cross-border trade - this is marketing research of the market, and search for partners in Russia and China. The operator provides export-import registration and certification of Russian food, is ready to help with logistics. Thanks to the platform, Russian food producers can enter the Chinese market without creating their own infrastructure and with minimal costs for exports and promotion.

The Chinese food market today is one of the most promising in the world. In terms of value, its annual growth is 15-20%, and the volume in 2015 amounted to more than $ 80 billion. This market is very tempting for foreign producers, while the share of all imported food products in China for 2015 was about 6%, and the share export products from Russia - only 0,2%. The main supplier countries are the United States, Thailand, Brazil, the European Union and others.

Obviously, Russian commodity producers, given the current exchange rate, are in a better position in terms of price competition: most product groups are able to have high margins. Geography and logistics are convenient. The quality of our producers - manufacturers of packaged food products - often significantly exceeds Chinese counterparts. This is due to the historical standardization (GOST), and modern certification (including international ISO), and strict quality control, and modern high-tech industries. Moreover, new habits and preferences emerge on the part of Chinese consumers, including interest in products and goods from Russia. The launch of an electronic trading platform that specializes specifically on Russian goods is an obvious attempt to monetize the market situation.

Site works in Chinese, his logo is decorated with a traditional Russian nesting doll. Among the design elements - and the Spassky Tower of the Moscow Kremlin, and the Cathedral of St. Basil the Blessed. On the main image block there is probably a key Russian food brand - sandwiches with black caviar on the background of a stack of vodka. If you look through it - an appetizing picture opens: three fleshy mushrooms look out over the mossy moss. Even to those who do not know the Chinese characters, almost everything is understandable here: they are the products and brands that are quite familiar to our diet: Richal-Su mineral water, Shokoladnitsa and Medovik cakes, macaroni and cereals under the National brand (including Russian Kuban rice) dried berries and mushrooms, fruit purees "Grandma's basket". The range is still clearly modest, but, according to site operators, will expand.

One of the advantages of the site is that the operators themselves call the consumer protection from counterfeits. According to Anna Barysheva, the general director of the company-owner of the First Russian Cross-Boarder Trading (Shanghai) Limited platform, "we deliberately opened our own platform, and did not use existing in China to import food from Russia ... We took into account a large number of counterfeits on Chinese market - buying from our platform, counterparties in China can be confident at 100 percent that this is a real high-quality Russian product. All goods on DAKAITAOWA.COM belong to our import-export trading company in Shanghai and we are responsible for its quality, strictly observe the storage conditions and the delivery time. "

As Mrs. Barysheva clarifies, "there are no restrictions on the geography of the distribution of goods in China for us. This is the meaning and benefits of modern online trading. There are statistics on the regions from which the largest number of orders arrived in the first days of the work of DAKAITAOWA.COM - these are Shanghai, Beijing, Jiangsu, Zhejiang, Henan, Xinjiang (Xinjiang Uygur Autonomous Region) and Shandong. But these are not restrictions, but statistical data. We are ready to deliver Russian products to anywhere in the country. "

According to the marketing analysis of the Chinese market conducted by the project operator, the following categories of food are most attractive for import into China: confectionery, chocolate and snacks (China's market for confectionery products grows annually by 10%), children's food products (in China, 20 million infants are born annually ), Natural organic products, becoming increasingly popular in the trend of a healthy lifestyle and healthy nutrition - boiled water, honey, jams, cereals, nuts, edible oils, etc., as well as oroportyaschiesya products: meat products and delicacies, fish and seafood, dairy products. In the early days of the DAKAITAOWA.COM platform, there was also a high demand for collecting products: berries and nuts.

"Nevertheless, on our platform there is a special section" other goods from Russia ", where in the future we will be able to present non-food products," - said Anna Barysheva.

She also noted that DAKAITAOWA.COM was created for all Russian producers of quality packaged food without binding to any region. "We provide access to China's consumers for any desired food from Russia, without reference to the geography of origin. But it should be noted that just like in the Russian domestic market, the production region can talk about the quality of a particular product. For example, since the Far East is famous for the whole world with caviar, fish and seafood, the indication of one or another of its subjects as the territory of production of this product immediately makes it qualitative in the eyes of the consumer, "Anna Barysheva added.

At present, the platform is already integrated with China's electronic customs ports, as well as with warehousing and transport logistics programs. In the near future, it will be integrated with payment systems and third-party electronic retail outlets in China, including such popular ones as JD, TMALL (included in the Alibaba Group) and Suning. Also in the nearest plans of the platform development until the end of 2016 year is the launch of the mobile application DAKAITAOWA.COM and the opening of a branch in Hangzhou. At the same time, the company will continue to expand the range of suppliers in Russia and buyers in China.

Experts interviewed by the EastRussia correspondent generally welcomed the initiative of the trading platform, but noted ambiguous aspects in motivating Chinese consumers of Russian products.

According to the head of the Center for Social and Economic Research of China, Deputy Director of the IFES Institute Andrei Ostrovsky, the work of the platform is an opportunity for a significant increase in trade between Russia and China. "Thanks to the platform, a small number of consumers of products of Russian manufacturers will increase not at times, but in 100 times," the expert says. "Russian producers can not provide such growth of consumption because they find it very difficult to enter the Chinese market because of the lack of knowledge of the Chinese language, technologies and possible places for selling their products in China."

According to Andrei Ostrovsky, for China the products offered by the platform are interesting, first of all, by their quality. At the same time, first of all, Chinese consumers will be interested in high-quality products of the Far East. This is not surprising, since Far Eastern products are at least more environmentally friendly. At the same time, the prospects for Far Eastern producers are limited by the low level of infrastructure development throughout the Russian-Chinese border.

At the same time, according to the assistant professor of the Department of Economic and Social Geography of Russia, Moscow State University. M.V. Lomonosov Alexander Danshin, "currently produced in the Far East, the products are not produced in such quantities to supply it to China. With very few exceptions - potatoes and any vegetables grown exclusively in the Far East. "

The expert believes that a significant export to China of agricultural products from the Far East can only be discussed in the distant future. Provided that the territory of the Far East will significantly increase the scale of agriculture. "What seems unlikely, since there is not enough population on its territory," says Alexander Dalshin.

"The work of the site DAKAITAOWA.COM today is clearly not focused on Far Eastern producers, - said one of the interlocutors of EastRussia. - Among the products now placed on the site, to the Far East can be attributed only to fish. The rest - brands, much more familiar to the capital consumer, rather than the Far East. " It is noteworthy that among the regions named by the operator as the most active buyers, there are neither Heilongjiang provinces nor Jilin provinces - traditional trading partners of the Russian Far East. "It seems that the site at this stage is more oriented in supplying goods of a long shelf life from producers in the European part of Russia," the expert said. "It is very interesting whether the Far Eastern suppliers will start using the platform, which already have any sales channels in the PRC."

ER Help

The functioning of the electronic trading platform DAKAITAOWA.COM is provided by such companies as Russian Export LLC (Moscow, Russia) and First Russian Cross-Boarder Trading (Shanghai) ltd (Shanghai, China). The first acts as an exporter, is engaged in the search for producers and their accompaniment in Russia. The second - the owner of the platform - is an importer and interacts with counterparties in China. The investors of FRC International Trading ltd and the founders of OOO Russkiy Exports are Igor Chaika (41%), Anna Barysheva (24,5%), Artem Semenov (24,5%), Oleg Dmitrienko (10%). When DAKAITAOWA.COM only opened, it offered buyers of the PRC 100 positions from 30 Russian manufacturers. The orders that came to her on the first day of work were about 60. In accordance with the development strategy, by the end of 2016 the site will already contain 500 goods, and in 2019 the number can reach 4000.
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