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SOUTH-EAST ASIA & HALAL : TWIN OPPORTUNITIES 24 March 2017
Indonesia & Malaysia : opportunities & challenges
teleFAIRic® to MIHAS 2017 : the fair as if you were there!
Welcome Lunch offered by HFA to the Halal business community
Halal workshop on logistics, supply chain and quality control
SOUTH-EAST ASIA & HALAL : TWIN OPPORTUNITIES 24 March 2017
INDONESIA & MALAYSIA : opportunities & challenges
INDONESIA : Marc DESCHAMPS, AWEX-CIEM
MALAYSIA : Eric de LAME, AWEX Kuala Lumpur
MALAYSIA AT A GLANCE
1. Malaysia & Belgium = Twin countries 2. Malaysia is a captive market for Food & Beverage 3. Malaysia is an ideal test market & regional gateway 4. Malaysia specific distribution channels :
a. Meat products b. Beverages c. Confectionery (chocolate & desserts)
5. How to step in? a. MIHAS (April) b. Taste of Europe (May) c. FHM (August) d. Selangor International Fair (September) e. Distribution channels & Cross cultural tips
MALAYSIA Presentation Outline
MALAYSIA AT A GLANCE
Johor Bahru
Kuching
Pulau Pinang Kota Kinabalu
Kuala Lumpur
Large local middle class with higher income
As Malaysia is moving towards a develop nation in 2020, the number of middle class and higher income are increasing too. This provide higher spending in a household.
Malaysia is a captive market for F&B
• Large presence of expats
• 27,000 expats taking Malaysia My Second Home Program
• 90,000 professionals expats work in Malaysia (registered with the immigration department. If you include expats living in Malaysia with other types of visa (such as the dependents), the overall population of expats in Malaysia would be closer to 200,000 individuals
Malaysia is a captive market for F&B
• Net importer of ingredients in Billions $
Malaysia is a captive market for F&B
• Net importer of ingredients
Major import ingredients/ raw material with potential for Belgium
Product category Import volume in 2015 (tons)
Sugar and sugar derivatives 9.10 million
Cereal grains 6.0 million
Cocoa and semi-processed cocoa 361 769
Fresh, chilled and frozen seafood 357 691
Dairies ( milk powder) 380 224
Beef 169 192
Poultry 42 139
• Belgian success stories
• Why? • Multi-ethnic population : Malay, Chinese, Indian
• Modern infrastructure: Telecom & Transport (KL Central) • Ease of doing business
• Connectivity with neighboring countries
• Stable political environment
Malaysia is an ideal test market / regional gateway
INVESTMENT - MALAYSIA IS A HOME FOR VARIOUS INTERNATIONAL BRANDS
THAT ADOPTING HALAL STANDARD TO PENETRATE HALAL MARKET
Various halal sectors co-exist and supported by proper certification system, infrastructure and human capital development program
MALAYSIA’S HALAL ECOSYSTEM
14
New
Zealand
Australia
Qingdao, China
MIDDLE EAST
Europe 750 million population (6% Muslim)
High purchasing power
Ningxia, China
Indo-China
Indonesia
South East Asia 650 million population
(50% Muslim)
North Africa
Africa 1 billion population
(40% Muslim)
MALAYSIA
BELGIUM
MALAYSIA = REGIONAL HUB
South Africa
Brazil
Japan
15
MALAYSIA = REGIONAL HUB
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0,50
1,00
1,50
2,00
2,50
3,00
BRUNEI CAMBODIA LAO PHILIPPINES INDONESIA SINGAPORE VIET NAM THAILAND MYANMAR
Malaysia import vs export in 2016 (RM Bill)
Malaysia's total import 2016 Malaysia's total export 2016
TOTAL Imports Exports
RM Bill 5.38 7.81
MEAT PRODUCTS • Belgium is second largest exporter of pork
• Only frozen meat allowed to be imported
• Sanitary constraints with Malaysia DVS audit required:
• Exporter to appoint a distributor based in Malaysia
• Distributor will apply the abattoir approval from Department of Veterinary Services, on behalf of the exporter
• DVS personnel will make a trip to the abattoir for inspection
• Once DVS has approve the abattoir, then distributor can apply for importing license from DVS, in order to import the pig meat to Malaysia.
Malaysia specific F&B distribution channels
BEER • Belgium second largest supplier
to Malaysia;
• Delirium café to open soon in K.L.
• Local bars with large choices of specialty beers
• High Import taxes: Import Tax: RM5 per litre
Excise Tax: RM175 per 100% vol. per litre
Malaysia specific F&B distribution channels
CONFECTIONERY PRODUCTS (CHOCOLATE & WAFFLES) • Belgium is second largest
supplier of chocolate to Malaysia
• Malaysian are sweet lovers
• Many festive periods for chocolate gifts: Hari Raya, Xmas, Chinese New Year, Deepavali, etc
Malaysia specific F&B distribution channels
MIHAS ( April 5 – 8, 2017 @ KLCC )
• 22K visitors comprising local and international companies, associations, foreign delegations and others;
• generated RM1.14 billion in sales, recording a 4% increase from previous year;
• Food and beverages recorded the highest sales with total sales of RM132.24 million, representing 19.9%, then Processed & Ready to Eat Products with RM82.91 million (12.5%) and Herbal & Healthcare Products with RM75.52 million (11.5%) respectively.
How to step in ?
Taste of Europe ( May 16th, 2017 @ KL ) • A mix of B2C & B2B
How to step in ?
FHM ( September 26 – 27, 2017 @ KLCC ) • 22, 759 visitors from 57 countries an increase of 21% from the previous event in 2013
How to step in ?
Selangor International Trade Fair (September 7- 17, 2017 @ Setia City Convention Center)
• This year, the Selangor International Expo 2017 is expected to feature up to 700 booths from a wide array of industries and numerous regulatory bodies from across the globe. Taking place for 10 days from 10 am to 6 pm, the expo is bound to ignite a multitude of collaborations by opening up businesses and investors to a host of opportunities worldwide.
How to step in ?
Premium outlets
Jason Food Hall @ Bangsar
How to step in ?
On-line Business
Zilzar
How to step in ?
Avoid the quick bug pitfall! Be aware of opposite cultural
dimensions
Relationship, hierarchy, harmony
Slow , Slow, Fast! • Establish relationship
• Build up confidence
• Make formal business proposal
How to step in ?
How to step in ?
How to step in ?
How to step in ?
INDONESIA & MALAYSIA
Aff. Prof. Eng. Marc P DESCHAMPS - March 2017
ISLAM
[email protected] / +32 496 26 73 17
HU
MA
NS
tow
ard
s G
OD
HUMANS towards HUMANS
MUAMALAT
IBA
DA
T
THANK YOU ..
A WAY OF LIVE … AND A WAY OF MAKING BUSINESS!