The export company of the son of Prosecutor General of Russia businessman Igor Chaika Dakaitaowa agreed on the supply of Russian-made alcoholic beverages to Chinese retail chains Vanguard and Bubugao. Sales of beer "Lakinskoe" and other brands start in China during the World Cup. Later, the company is preparing to start selling several brands of vodka, including on the Internet sites of Alibaba Group. According to experts, Russian alcohol has no real prospects in this market.
Dakaitaowa has agreed to supply a test batch of Russian beer to Chinese retail chains Vanguard and Bubugao, Anna Kosyreva, a spokesperson for Kommersant, told Kommersant. The supplier of beer under the brands Boro-da and Zhigulevskoye is the company "Deca", and the brand "Lakinskoe" - OOO "Vodokicycle". The start of sales will be timed to coincide with the World Cup, which will be held in Russia from June 14 to July 15.
At the end of the tournament, Dakaitaowa plans to begin selling vodka produced in Russia on the Alibaba Group sites - 1688.com and Tmall.com. Sales of vodka and beer on online sites in China are legal, Mrs. Kosyreva specified. What brands will go on sale, the representative of Dakaitaowa did not specify. According to her, the exporter cooperates with the producers of vodka under the brands "Oboronka", "Maikopskaya", "Khanta", "Soft Sign", and also certification of vodka "Bolt". Dakaitaowa has already certified 30 positions in China for alcoholic beverages, including 15 vodka, and was licensed to sell alcohol in China until July 2019, follows from the company's presentation.
Under the Dakaitaowa brand, Russian Export LLC and Shanghai First Russian Cross-Border International Trading Ltd (FRC) operate. The main owner of the "Russian exports" - businessman Igor Chaika, son of Prosecutor General Yuri Chaika. By his partners in Dakaitaowa, Mr. Chaika previously in an interview with Kommersant named an adviser on a voluntary basis of the governor of the Moscow region Andrei Vorobyov Artem Semenov, his wife Anna Baryshev and former deputy chairman of the M2M Private Bank Oleg Dmitrienko. About $ 3.5 million was spent on building Dakaitaowa infrastructure, Igor Chaika said.
Dakaitaowa was originally positioned as an electronic platform for the export of Russian goods to China. The company since 2017 has representative offices on Taobao, JD.com, Kaola.com, and since 2018 - on Tmall.com and 1688.com. At the last in March, the Russian national pavilion of electronic commerce was opened. Its official start is scheduled for May 15 in Shanghai. In addition, Dakaitaowa sells direct products to 28 networks in China, including Carrefour, RT-Mart, Hyper Mart, Hongqi, Wei Bai Group, Joymart, Vanguard, Ito Yokado, Gmart, Zhongbai, Ole. Metro. In retail chains Dakaitaowa supplies honey, wafers, kvass and other products under the brands Potapich, Akulchev, A priori, and also under its own brand. According to Anna Kosyreva, offline channel accounts for approximately 60% of Dakaitaowa sales, about 40% - online.
In the Chinese market, Russian products are faced with competition from other imported products, says Kevin Pan, Business Development Director of FRC. "America and Europe are long-standing players in this market, they have a lot of state support and invest considerable funds in promotion. Japanese and Korean products are sold well thanks to the usual taste for Asian and bright packaging. Products from Southeast Asia benefit from a low price - with them in China, there is a regime of tax incentives, "- said Mr. Pan. According to him, marketing experts agree on the need to increase investments in branding, packaging, advertising, sales planning and a uniform pricing system for Russian food products.
In the field of sales of alcoholic beverages "Russia has no special prospects for developing the Chinese market," believes Vadim Drobiz, Director of the Center for Strategic Research. "All countries in the world are dreaming of conquering the Chinese market, but this will never succeed," the expert is categorical. According to him, some volume of exports can be sold in China as a "Russian exotic", but he does not expect serious deliveries of vodka. At best, beer producers can also take only a "microscopic share," concluded Mr. Drobiz.