Perspectives of the Brazilian Poultry Industry for the Chinese Consumer Market

Abstract

The objective of this article was to analyze the poultry and derivatives commerce between Brazil and China, taking into account the current market and the perspectives for the next years. The method used was the bibliographic review and analysis of secondary data from different sources, associated with the Market Orientation Theory and the Value Chain Theory. Nowadays, China is Brazil's main commercial partner in the international market, but taking into account the chicken meat and its derivatives, having Brazil as the first worldwide exporter and China, the second largest consumer, an effective commercial relationship has not been established yet. To understand the poultry market exchanges between Brazil and China, a framework was built to demonstrate the characteristics and factors found to influence country negotiations, considering current reality and future perspectives. Considering the Theory of Market Orientation, it is concluded that Brazil has effective conditions to consolidate itself as a major supplier of chicken meat and derivatives to China, because it shows determinant characteristics and market factors that allows the association of the national poultry value chain to the demands of the Chinese consumers, but some adjustments are needed in the sphere of international politics.