What China really thinks of South African beef

The global beef market is highly competitive and difficult to break into. With South Africa’s beef export industry still in its infancy, Susan Marais explores the reasons why Chinese consumers might not be the most willing buyers of our product, and looks at what the local beef industry could learn from its top competitors’ strategies.

- Susan Marais

FAST FACTS

White fat is very important to China’s foodservice sector.

In 2020, nearly a quarter (23%) of all beef consumed in China was imported. This amounts to 2,1 million tons.

Traditionally, beef is seen as stewing meat in China.

South Africa’s current beef product offering to the Chinese market is about as awkward as a cow on rollerblades. This is the opinion of Dr. Dong Wang, director of China Marketing Solutions, who spoke at the LRF Aldam Stockman School in the Free State in October.

Wang, who was born in China but now lives in Australia, has been actively involved in meat importation into China since that country allowed such imports. His message to South Africa’s beef industry is that if it wants to attract the attention of consumers in China, it has to streamline and improve its export strategy. And the first step to this is to understand the target market.

THE CHINESE MEAT MARKET

According to Wang, meat consumption in China is skyrocketing, and this includes beef, although it comprises a relatively small share of the market.

“China’s meat consumption is dominated by pork,” says Wang. “Poultry, beef, and lamb account for less than 10% each.” For decades after the Chinese Communist Revolution of 1949, inhabitants of the country were forbidden to slaughter cattle for beef consumption as there was a lack of labour, and cattle were useful for agricultural production, Wang explains.