During a roundtable organized by CEPEX in Tunisia, key players discussed the opportunities and access conditions for Tunisian olive oil in the Chinese market. Redwings Import Export attended this event, which gathered several notable figures, including Tunisia’s Ambassador to Beijing, Mrs. Narjes Maslah El Hammar from PACKTEC, and Mrs. Dhouha Chtourou, the Director of the Tunisian-Chinese Business Council. Additionally, Mrs. Fatma Ben Cheikh from CEPEX spoke about the registration processes for olive oil exporters on the Chinese customs platform, while Mrs. Afef Debbiche from PACKTEC presented information about the Fund for the Promotion of Bottled Olive Oil and generic promotion efforts.
In 2022, China imported around 52,000 tons of olive oil, a rapidly growing market that is currently dominated by Spain, which holds over 80% of the market share, followed by Italy. Tunisia, with its 138 tons of olive oil exported in 2023, represents a small but promising share with significant growth potential. Tunisia boasts unique strengths, particularly its high-quality, organic extra virgin olive oil, which could appeal to Chinese consumers looking for authentic and premium products.
To effectively penetrate this market, several factors must be considered. Firstly, gift culture is highly important in China, making well-designed and attractive packaging highly popular. Bottles of 750mL, presented in gift boxes, are especially appreciated. Additionally, Tunisia could benefit from ongoing negotiations to reduce or eliminate import duties on its olive oil exports, which would enhance its competitiveness against European giants.
Communication is also crucial to succeed in the Chinese market. Chinese consumers place more trust in local platforms and prefer to search for information in Chinese via Baidu, the main Chinese search engine, rather than on foreign websites. Therefore, it is essential for Tunisian exporters to adapt to these specificities and develop a communication strategy in Chinese to effectively reach this audience.
To conclude, while Tunisian olive oil currently has a limited presence in China, it has a strong card to play by focusing on quality and organic certifications. With a strategic approach tailored to the expectations and values of Chinese consumers, Tunisia could gradually establish itself as a preferred alternative in this dynamic and demanding market.