In recent years, the output and consumption volume of edible vegetable oil keeps rising. The operating income of edible oil industry in China rocketed from RMB236.2 billion to RMB532.3 billion during 2006-2010, with a CAGR of 22.5%; the total profit nearly tripled from RMB6.5 billion to RMB19.2 billion with a CAGR of 30.9%.
In regard to the consumption ratio of edible vegetable oil, the top 3 varieties are soybean oil, palm oil and rapeseed oil. In 2010, consumption volume of rapeseed oil reached 10.5 million tons, accounting for 40% of the total consumption of edible oil.
The palm oil consumption volume in China achieved 6.2 million tons, among which the imported volume registered 4.31 million tons occupying 70% of the total.
In the market of rapeseed oil, its consumption volume took up 19% of the total consumption volume of edible oil. However, influenced by the low yield of rape seed, the supply of rapeseed oil falls short of market demand in China. Besides, healthy minor category oil such as corn oil and tea seed oil experience rapid development thanks to people’s concept of healthy diet.
This report not only introduces the overall situation of edible oil industry and status quo of segmentations, but also specifically analyzes competition, marketing strategy and development trend among foreign enterprises, state-run enterprises and private enterprises in edible oil industry.
In 2010, key edible oil enterprises in China included Yihai Kerry Investment Co., Ltd., COFCO, Shandong Luhua Group Co., Ltd., Shandong Xiwang Group Co., Ltd., Dongling Grain & Oil Co., Ltd., and Heilongjiang Jiusan Oil & Fat Co., Ltd. In particular, the competition between Yihai Kerry and COFCO was most intense. Yihai Kerry employed the strategy of diverse products and multi-brands, including Arawana, Gold Ingots and Orchid etc. Products of COFCO covered soybean oil, blend oil and sunflower oil etc. At first, COFCO concentrated on the development of Fortune, and then rendered multi-brand marketing strategy, jointly with ADM introducing high-end brands “Zicai” and “SOLIVA”. In addition, Shandong Xiwang Group Co., Ltd., Three Star Group, and Shanghai Standard Foods Co., Ltd held certain market shares in the markets of corn oil and sunflower oil.
With the increasingly fierce competition of the edible oil market, the enterprises will not only aggressively explore new marketing channels but perfect the layout of industrial chain in the future.
In respect of distribution channel, edible oil enterprises have developed such sales terminals as regular chains and online shops in recent years. Concerning regular chain, Yihai Kerry adopted this mode in 2006, and COFCO and Jiusan Oil and Fat entered in 2009 and 2011 respectively. COFCO launched online platform—womai.com/.
For industrial chain, multinational corporations such as Yihai Kerry and Cargill take advantage of industrial chain integrating planting, processing and marketing. Under the tight supply of oil and fat raw materials, Chinese enterprises also take the initiative to establish their planting bases overseas with the aim of controlling upstream material and by degrees completing layout of industrial chain.