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广东省水族协会主办:[12-15]
2008广州宠物水族[11-26]
2008年广州宠物水[11-12]
2008水族宠物用品[11-12]
更 正 启 事[11-12]
亨得势门--以外国同[11-12]
叶展成--亚洲水族业[11-12]
 
广东省水族协会
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亨得势门--以外国同行来看,中国未来水族发展前景

2008-11-12

What would be the development of the Chinese aquatic market in future from the view of a foreign businessman.
以外国同行来看,中国未来水族发展前景
Ladies and gentlemen,
女士们,先生们,你们好!

Just a brief introduction of myself:
先简单的介绍一下我自己:
I have worked 35 year in the international aquarium industry for Tetra GmbH Germany
In different positions in marketing and sales. I build up the Tetra business in West and East Europe as well as established Tetra companies in UK, France, Italy, Singapore and supported the build up of  Tetra’s own business in Japan. Since 3 years I now live here in Guangzhou, where we have a Representative office and try together with my colleagues
to support a healthy development of the aquarium business in China.
我在德国德彩水族有限公司从事国际水族市场行业已经超过35年了,担任过市场和销售等的不同职位。在欧洲,英国,星加坡还有日本,德彩的市场最早是由我负责建立和拓展的。3年前德彩中国办事处在广州成立,3年来我一直生活工作在广州,和我的同事一起发展德彩在中国的水族市场。


Actually it is a good question: What will be the development of the Chinese Aquatic Market in future? From my experience in the other parts of the world I can say:
Basically there are no limits for growth, if we and when I say we, I mean the manufacturers of aquatic products , but also the wholesale and retail trade here in China do the right things. I will revert to this subject later on and explain what I mean.
这是个很好的问题:中国的未来水族的发展如何?以我这么多年在世界各地的经历来看,中国的未来水族的发展是无限的-----如果我们(当我说我们时,是指:水族产品生产商,还有水族产品批发和零售商等)能做正确的事情。我在后面将解析这个为什么。


Let us look at our actual environment and trends that will support my growth theory for the aquatic industry and trade in China in the years to come.
让我们看一下我们实际的环境和趋势,这是支持我的中国水族行业前景无限这一观点的理由

1st: We see a clear and strong positive attitude of consumers towards nature. An aquarium
Is a small biotope  and a clear part of nature.  This is an important message to consumers
And we should try to transport this message to them via different medias. Our individual websites can strongly support this message.
第一:我们首先可以看到消费者对大自然的强烈和积极的态度。一个水族箱就是一个微缩的大自然的一部分。这对消费者来说是个重要的信息。而我们应该通过各种途径传递这种信息给他们,像我们的互联网就能传递强烈的信息。

In this context with nature we should not overlook another, more bigger biotope: a garden pond. Specially in suburbs of big cities, where you have individual family houses with gardens and this is a rowing trend in China, you will recognize that people like to keep fish in garden ponds. I can report to you that almost five percent of German households maintain a garden pond nowadays compared to may be  1%  fifteen years ago.
我们也不应该忽略另外一个更大一点的微缩的自然-----花园池塘,特别在大城市的郊区,有很多单独带花园的家庭别墅,这在中国是一个发展的趋势,人们非常喜欢在花园池塘中养鱼。数据显示今天在德国有5%的家庭有花园池塘,而15年前是不到1%。

2nd:  In the century of computers and game boys many families are concerned about this “computer fever” where young children play hours and hours with these “instruments”.
An aquarium or a turtle offers for the individual child a lot of  pleasure  and at the same time  also responsibility by regular feeding of the fish and cleaning the aquarium . In addition they learn something about water chemistry and breeding of fish. For many parents a welcomed hobby for their kids, if the parents know that something like this exists and if we as an industry make the aquarium keeping more easy, which brings me to the third point.
第二:在这个计算机和“game boy”的游戏年代,许多家庭都非常关注这个“计算机发烧”问题,小孩子整天沉迷在游戏之中。而水族箱或一个小乌龟能给小孩带来非常多的快乐,同时也培养他们定期喂食和清洗鱼缸的责任感。另外还可以学到一些水生物化学和饲养鱼类的知识。家长是非常欢迎小孩这个爱好的,如果家长了解这个东西,而我们作为从业者能够使饲养更容易,这是我下面要谈的第3点。

3rd: I figure out that there is probably an annual 30% drop out rate from keeping the aquarium. We don’t feel it, because an over proportional amount of people start at the same time with the aquarium.  But: if we can stop respectively decrease the drop out rate we will see even better growth. There are numerous reasons for this drop out rate, but one main reason is that fish die constantly.  We as an industry  have the responsibility to produce products that help the consumer to maintain the aquarium properly and also to support their knowledge  by seminars, aquarium books and other educational activities.
 The  aquatic trade on the other hand has to give professional advise to consumers and sell healthy fish. I can say that I do observe a positive development in the trade to assist consumer in the right way  how to keep an aquarium.
第三,我统计过每年大约有30%的观赏鱼饲养者退出这个爱好。我们没有感觉到,因为新增加的饲养观赏鱼的比例太高。但是,如果我们能阻止这个退出的比例,就会有一个更好的增长。有很多原因导致退出,其中最重要的一点是:观赏鱼持续的死亡。我们作为从业者有责任生产好的产品帮助消费者恰当的维护水族箱,有责任通过诸如研讨会,书籍和其他教育活动帮助他们提高水族饲养的知识。而水族销售商则要提供专业的建议和知识给消费者,销售健康高品质的观赏鱼。我可以说,如果我们能帮助消费者正确的维护水族箱,就一定会有一个美好的发展前景。

4th:  The aquatic retail trade  shows a strong up trading in certain parts of China. The shops are spotless clean, excellent  shop layout with a wide variety of value added products and a good assortment of  healthy tropical fish as well as personal to give correct advise to consumers. These shop owners have recognized that the consumer today is already different from the consumer 10 years ago. The consumer demand is not only increasing when it comes to product quality but also when it comes to the environment in which he is shopping.  This trend of up trading hopefully continues  and will create a solid base for future growth in our industry.
第四,在中国的某些地方,水族零售店的质素在大幅度提高。这些商店非常整洁,有各种高价值的产品和品牌,陈列非常优秀,同时也有各种各样的高品质的观赏鱼类,也很热情地给予顾客正确的意见。这些店主已经认识到今天的顾客和10年前已经大有不同了,顾客不单单要求更高品质的产品,也对购物环境提出了更高的要求。这种提升能持续的给我们的行业增长带来坚固的基础。

5th: Most of our people live in apartment houses where sometimes dogs and cats are not liked so much by the neighbor and therefore in many apartment houses it is not allowed to keep these pets. Nobody probably objects to keep fish either as a real hobby, because of fungshui or because one considers an aquarium an addition to a pleasant living environment with a touch “close to nature”. So also here we have a positive trend when it comes to keeping an aquarium.
第5,许多生活在小区的居民未必喜欢别人饲养猫狗等宠物。也有很多小区是禁止饲养的。但没有谁会反对别人饲养观赏鱼的,无论是作为一种真正的爱好,还是因为风水或者是使生活环境更“亲近自然”。这是水族能有无限前景的积极因素。

6th: and this is a difficult prediction for me.  I could imagine that over a longer period of time aquarium shops will open in different locations in a city, rather than all concentrated in one aquarium market as t is now in most cases. We need to consider the aspect of consumer convenience.  I wonder , if people are prepared  in the long run to spend several hours in heavy traffic to go and buy new fish or other aquarium products. Therefore the trade might consider this consumer convenience aspect and it might lead to a decentralization of aquarium shops, which might in turn contribute to new consumers keeping an aquarium.
第6,这对我来说很难预测。我可以想象在经过一个较长的时间后,水族零售店将会更多的分布在城市的各个小区,而不是像现在那样集中在某几个大的批发市场里面。我们需要考虑到顾客的方便。我怀疑顾客能否长期花费数个小时跑到很远的市场里购买观赏鱼和相关的水族用品。因此从业者应该考虑这些顾客方便的需求也许会引致零售的分散性,这样反过来也会使更多新的爱好者维持他们的爱好。

7th: I would like to congratulate many public aquariums in China. Whenever I am travelling I visit one of these public aquariums. They are an important multiplier to bring people  to an aquarium at home. They create appetite to keep fish. I have seen hundreds of school classes visiting these public aquariums. A very good support to get new people to the aquarium hobby.
第7,我很高兴在中国有这么多公共的水族馆。当我出差到各地,我都会参观这些水族馆。他们对于顾客购买水族箱是会产生很大的推动作用的。这些水族馆引起了顾客强烈的饲养观赏鱼的兴趣。我可以看到很多学校组织学生参观。这对吸引新的水族爱好者非常有帮助。

Finally I am pretty convinced that proper marketing at industry and trade level will play an important role for the market development in future. Where today the price is the main factor in the marketing mix, I am sure it will be tomorrow  a professional marketing in our aquarium industry, not different from what happens already today in the professional consumer goods industry. Marketing expenses at industry level, but also at trade level
might easily be 10% of sales. This expenditure will of course support that the market shows a constant healthy growth.
And the result of all of this:  A  very positive outlook for the future of the Chinese aquarium trade and aquarium industry of a foreign busy aquarium businessman.

最后,我相信无论生产和销售层面,恰当的市场营销对市场将来发展都是非常重要的。今天在市场营销组合中,价格是重要的因素。但我肯定明天水族行业也会和其他消费品行业一样,有专业的市场营销。市场营销支出不论在生产还是销售都会轻易的达到销售额的10%。而这个支出必然会支持市场持续健康的发展。

总而言之:对于我这样一个从事水族行业很忙的老外来说,中国的水族未来发展是无可限量的。

BHH 20.10.2008