When Heineken Green Bottle Meets Chinese Red Seal:Import RepresentationThe new game.

Recently, a client from Zhejiang approached me for consultation with an authorization letter from Heineken Asia Pacific, asking: "Is it more difficult to be an imported beer agent now compared to three years ago?" This question reminded me of the updated "Regulations on the Registration of Overseas Food Production Enterprises for Import" by the General Administration of Customs in 2023. As someone with 20 years of hands-on experience in beer imports,foreign tradeI can tell you unequivocally:The import agency business for Heineken beer continues to operate normally, but the rules of the game have quietly changed.

Policy Dynamics: Three Keys to Open One Lock

Starting from January 2024, imported beer products must simultaneously meet the following requirements:

• Production Enterprise Filing: The Dutch Heineken factory must be registered with the General Administration of Customs (Registration No. NL 3703 EG).
• Pre-approval of Chinese labels: The new version requires the addition of an "Explanation of the Correspondence Between Original Wort Concentration and Alcohol Content."
• Digitization of health certificates: The official electronic health certificate issued by the Netherlands must include a QR code verification function.

Four-Step Customs Clearance Method for Import Procedures

Our team's typical cases handled this year show that the full cycle has been shortened from 35 days to 28 days:

• Phase 1 (3-5 days)
  • Verify the authorization chain: Complete authorization documents from the Asia-Pacific general agent to the domestic distributor.
  • Pre-attach Chinese labels: It is recommended to complete this before packing at the Dutch factory.
• Phase Two (10-12 days)
  • ChooseMaritime TransportationSolution: The breakage rate of full container load (FCL) shipping is 17% lower than that of less than container load (LCL) shipping.
  • Purchase special additional insurance: Cover the risk of wet damage during the typhoon season from June to August.

Guide to Avoiding Pitfalls in Qualification Review

This year, three typical cases have been rejected due to qualification issues:

• (Apply 30 days in advance)Must include liquor business scope
• Food import record filingApplications must be submitted at least 30 working days in advance.
• Authorization for Trademark UseIt must be traced back to Heineken Holding N.V.

Hidden Pitfalls in Cost Accounting

Calculated based on loading 1,660 cartons (500ml*24 cans) in a 40-foot container:

• The tariff rate has been reduced from 14% to 12% (Most-Favored-Nation rate).
• The value-added tax rate remains unchanged at 13%.
• Newly addedCarbon emission surcharge: The ocean freight rate per container for the Europe route has increased by $0.8.

The AB Sides of Alternative Options

If obtaining the first-level agency rights is not possible, you may consider:

• Parallel import model：Attention required for transshipment via SingaporeIt is recommended to verify through the following methods:Certificate
• ODM customization route: Collaborated with Heineken Vietnam Brewery to develop a regional limited edition.
• Bonded zone spot trading: There are stable spot resources available in Qianhai and Yangshan Port areas.

The recent case we handled for our Jiangsu client, Old Zhang, is quite typical: he directly placed an order using a 2019 authorization letter, only to get held up at Pudong Customs due to the lack of a new hygiene certificate. Later, we resolved the issue by...Urgent Application for Electronic Certificate ReissuanceBy cooperating to pay the deposit for advance customs clearance, the goods were finally warehoused only 4 days later than originally planned. This case tells us that,A compliance awareness that keeps pace with the times is the lifeline of agency business..

At the threshold of 2024, Heineken beer import agency still holds abundant opportunities, but requires more professional customs clearance planning capabilities. It is recommended that all industry peers must conduct thorough12360 Customs HotlineorThe single - window systemVerify the latest requirements. After all, in this industry,The money saved through compliance may exceed the profits earned..