双语|澳大利亚和新西兰的蜂蜜之战JARRAH, AUSTRALIAN FIRST-CLASS HONEY BRAND?

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双语|澳大利亚和新西兰的蜂蜜之战JARRAH, AUSTRALIAN FIRST-CLASS HONEY BRAND?
前言
制造好的东西需要时间,在澳大利亚尤其如此。经过两年的持续努力,Jarrah Health蜂蜜终于从2018年6月起正式在中国销售了!请注意,Jarrah Health蜂蜜是澳大利亚Jarrah Health有限公司的品牌。

蜂蜜战!
过去,Manuka蜂蜜是中国市场广泛认可的优质蜂蜜,产于澳大利亚和新西兰。然而,新西兰更加注重向中国推销优质食品,甚至试图独占Manuka蜂蜜的品牌。澳大利亚的政府和机构对此有些无动于衷。澳大利亚是一个幸运的国家,拥有大量的牛奶和蜂蜜。澳大利亚从来没有真正为了经济利益和别的国家竞争。幸运的是,澳大利亚有一些积极的政治家,比如塔斯马尼亚州的参议员Richard Colbeck。他很快投身这件事情当中,积极保护塔斯马尼亚州乃至澳大利亚整个国家的利益。这件事情不太容易,因为澳大利亚和新西兰有共同的食品标准,但没有共同的安全标准和生产标准,登录foodstandards.gov.au可以查到。澳大利亚过于轻松的态度正在迅速转变,因为所谓的朋友正在一点点蚕食中国市场,抢夺你我的午餐。

澳大利亚乳制品行业和婴儿奶粉公司的失策就是例子。然而,新的科技和良好的洞察力也带来了一些成功的例子,比如A2牛奶。澳大利亚暂时的领导地位很有可能被超越,因为新西兰时刻准备着赶超澳大利亚。

中国市场
新西兰公司很聪明地在中国市场把Manuka蜂蜜宣传为一种功能型蜂蜜,称其含有抗菌成分,能够帮助伤口愈合;还含有甲基乙二酸,对人体健康有好处。新西兰的成功让大多数澳大利亚蜂蜜和其他的产品黯然失色。因为澳大利亚缺乏统一的市场营销战略,而且缺少食品认证体系来帮助推广其产品。甚至于像西澳州的Jarrah蜂蜜这么优秀的产品都很难获得关注。虽然现在有点晚,但澳大利亚正在努力制定自己的品牌战略,并留待市场检验。

同时,Jarrah Health蜂蜜在中国势头强劲。澳大利亚农村产业研发公司和Jarrah Health公司合作进行了深度研究,发现了Jarrah Health蜂蜜有一些特殊的性能,可以和Manuka蜂蜜比肩,甚至比Manuka蜂蜜更好,包括抗菌性能。

Jarrah Health蜂蜜的优点
Jarrah Health蜂蜜的亮点在于:它含有益生菌,升糖指数(GI值)很低,而且有抗菌功能。西澳大学、悉尼大学和Glycaemic Index基金会的测试结果证实了这些特性。Jarrah Health蜂蜜在中国的一个大客户是BENXI DEGUSE HEALTH INDUSTRY CO LTD,中国蜂蜜产品的领头供应商。

总体贸易趋势的一部分?
为了展现澳大利亚产品的独特优势,澳大利亚外交贸易部(DFAT)发布了《2017年澳大利亚贸易结构报告》,向人们展现了澳大利亚对外贸易的基本情况。报告显示,2017年澳大利亚商品和服务出口为3867亿澳元,增长了14.8%。这个增长额是由商品、服务和澳大利亚特色产品出口的增长带来的。Jarrah Health蜂蜜正属于这个类别,未来其出口可能会和澳大利亚贸易额一同增长。

Turnbull-McCormack政府刚刚开始进行区域全面经济伙伴关系协定(RCEP)的谈判。

RCEP将把澳大利亚、东盟、中国、印度、日本、韩国和新西兰纳入到一个自由贸易区中。RCEP将以现有的贸易协定为基础,让澳大利亚的企业进入世界上增长最快地区的市场。

听听业内人士的说法!

正如Jarrah Health公司CEO Alan Sun所说的,政府应该推广澳大利亚的食品品牌,和其他国家竞争。比如,推广Jarrah蜂蜜品牌,和新西兰的Manuka蜂蜜竞争,同时和新西兰共用《食品标准准则》。Alan发现,想要在中国市场和新西兰Manuka蜂蜜竞争并推广Jarrah蜂蜜,如果没有政府的支持很难进行。观念很重要!只有经过多年的努力,Jarrah蜂蜜才会被接受。Alan相信,有了政府的支持,澳大利亚蜂蜜企业将会打开中国的高端市场。

鉴于这些情况,想要在国际上为澳大利亚产品(比如Jarrah蜂蜜)打开市场,澳大利亚必须制定持续的品牌战略,正如法国推广其香槟酒一样。

请留言发表你的观点!
 

 『原文』 JARRAH HEALTH, THE FIRST REAL AUSTRALIAN FIRST-CLASS HONEY BRAND?
Good things take time, and in Australia even more so. After two years of sustained effort, Jarrah Health – Honey has been officially released in China, available since June 2018!Please note, Jarrah Health – Honey is a brand of AUSTRALIA JARRAH HEALTH PTY LTD.

Honey Wars!

Previously the recognised premium honey in the Chinese market has been Manuka honey, produced in Australia and New Zealand. However New Zealand has been more savvy in marketing premium foods to China, and even tried to monopolise Manuka Honey for itself only. Australia and its Institutions and Governments can be a little apathetic at times, having been the Lucky Country, where milk and honey flow, for so long, Australia never really had to compete for economic advantage. Luckily Australia has active and aware politicians like Senator for Tasmania, Richard Colbeck that quickly got involved to protect Tasmania’s, Australia’s interest in the matter. Not an easy matter if you consider that Australia and New Zealand share food standards but not safety or production standards, see foodstandards.gov.au!

Australia’s overly relaxed and at times outdated attitude is rapidly changing as so-called friends are literally eating your and my, Australia’s lunch and dinner when it comes to marketing in China.

The missteps of the Australian dairy industry and companies in the baby formula market are examples. However, there are success stories as well based on novel technologies and well communicated insights such as A2 milk. Leadership can be short lived as especially New Zealand is always ready it seems to match or exceed Australia’s efforts.

Back in China

Manuka Honey has been cleverly marketed in China, especially by New Zealand providores as a functional honey from New Zealand, assisting in healing wounds with its antibacterial properties and active ingredient Methylglyoxal, believed to be beneficial to your health.

This New Zealand success has left most Australian honey, and other products in the shade as Australia has not had a consistent marketing and certification system in place to promote its products, even superior products like Jarrah Honey from Western Australia have struggled to get their deserved attention. Australia is trying to catch up with its own brand campaign, however late and yet to be tested in the market.

In the meantime, Jarrah Health – Honey is powering ahead in China. The Australian Rural Industries Research and Development Corporation in concert with Jarrah Health has identified in an in-depth study a series of value added properties in Jarrah Health – Honey that match or exceed Manuka Honey, including antibacterial properties.

Honey Facts

The highlights of Jarrah Health are probiotic, low GI and antibacterial honey products. The science is based on test results from the University of Western Australia, the University of Sydney and the Glycaemic Index Foundation.

The lead customer in China for Jarrah Health – Honey is BENXI DEGUSE HEALTH INDUSTRY CO LTD, arguably the leading provider of honey products in the rapidly growing Chinese market for diabetic products.

Part of overall trade trends?

To enhance the need for featuring the unique properties of Australian products more, a snapshot of Australia’s trade is revealed in Composition of Trade, Australia 2017 just released by DFAT.

The report finds the value of Australia’s goods and services exports rose 14.8 per cent to $386.7 billion in 2017. This growth was driven by rising exports including goods, services and specialty items. This is a category that fits Jarrah Health – Honey, we can expect to see both grow in the future.

The Turnbull McCormack Government has just launched negotiations for a free trade agreement with the Regional Comprehensive Economic Partnership (RCEP).

RECEP is bringing together Australia, ASEAN, China, India, Japan, Korea, and New Zealand into a single agreement, RCEP will build on existing trade agreements and provide improved access for Australian businesses into the world’s fastest growing region.

Listen to people involved!

It is important to remember, as Alan Sun (CEO of Australia Jarrah Health) put it, that Government should help to promote Australian standards to compete with other well-known standards. For example, the Australian Jarrah Honey standard to compete with New Zealand Manuka Honey standards while sharing the Food Standards Code. Alan has found it hard to promote a new standard like Australian Jarrah Honey without Government support to compete with an established New Zealand Manuka Honey standard in a sensitive Chinese market. Perception is important! Only after many years of work has the Australian Jarrah Honey standard finally been accepted. Alan believes, with Government support, clear standards will open brand new high-end markets in China for the Australian honey industry.

Given these developments it is imperative that Australia develops consistent branding and certification on an international level for its unique products like Jarrah Health – Honey, not unlike France does for its Champagnes!

How do you see it, Australia is?

A.    Catching up to NZ?

B.    Still lagging?

C.    No Chance?

Please leave a comment!

作者Author:Roger Hausmann/Federal Parliamentary Journalist澳洲联邦记者本文翻译Translator:周吉吉Julie

本文编辑Editor:周吉吉Julie