When the Heineken Green Bottle Meets the Chinese Red Seal:Import RepresentationThe New Game

Recently, a client from Zhejiang came to me with an authorization letter from Heineken Asia-Pacific and asked: Is it more difficult to be an agent for imported beer now than it was three years ago? This question reminded me of the Regulations on the Registration and Management of Overseas Manufacturers of Imported Food updated by the General Administration of Customs in 2023. As an old - timer with 20 years of practical experience in beer imports,foreign tradeI can clearly tell everyone:The agency import business of Heineken beer is still carried out normally, but the rules of the game have quietly changed.

Policy Updates: Three Keys to Open One Lock

Since January 2024, imported beer products need to meet the following requirements simultaneously:

• Manufacturer Filing: The Heineken factory in the Netherlands must be filed with the General Administration of Customs (Registration Number NL 3703 EG)
• Pre-approval of Chinese labels: The new version requires the addition of a description of the corresponding relationship between the original wort concentration and alcohol content,
• Electronic Health Certificate: The electronic health certificate issued by the Dutch authorities must include a QR code for authenticity verification

Four - Step Customs Clearance Method for Import Procedures

The typical cases handled by our team this year show that the complete cycle has been shortened from 35 days to 28 days:

• The First Stage (3 - 5 days)
  • Check the Authorization Chain: Complete authorization documents from the Asia - Pacific general agent to the domestic distributor
  • Pre - paste Chinese Labels: It is recommended to complete this before the Dutch factory packs the goods
• The Second Stage (10 - 12 days)
  • ChooseMaritime TransportationSolution: The breakage rate of full - container transportation is 17% lower than that of less - than - container - load transportation
  • Insure Special Additional Risks: Cover the wet damage risks during the typhoon season from June to August

Guide to Avoiding Pitfalls in Qualification Review

This year, 3 typical cases have been returned due to qualification issues:

• (Apply 30 days in advance)The business scope must include alcoholic beverages
• Food import record filingApplications need to be submitted 30 working days in advance
• Trademark Use AuthorizationIt must be traced back to Heineken Holding N.V.

Hidden Minefields in Cost Accounting

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

• The customs duty is reduced from 14% to 12% (Most - Favored - Nation tariff rate)
• The value - added tax remains unchanged at 13%
• Newly addedCarbon emission surcharge: The ocean freight for the European route increases by $0.8 per case

The A and B Sides of the Alternative Plan

If it is impossible to obtain the first - level agency right, you can consider:

• Parallel Import Model: Attention should be paid when transshipping from SingaporeIt is recommended to verify through the following methods:Certificate
• ODM Customization Route: Cooperate with the Heineken Vietnam factory to develop region - specific models
• Spot Trading in Bonded Zones: There are stable spot resources in Qianhai and Yangshan Port Areas

A recent case I handled for Lao Zhang, a client from Jiangsu, is very typical: He directly placed an order with the authorization letter from 2019, but was blocked at Pudong Customs due to the lack of a new - version health certificate. Later, weurgently applied for the re - issuance of an electronic certificateand cooperated by paying a deposit for pre - clearance. Eventually, the goods were put into storage only 4 days later than the original plan. This case tells us thatThe sense of compliance that keeps pace with the times is the lifeline of the agency business.

Standing at the juncture of 2024, there are still full opportunities for the import agency of Heineken beer, but more professional customs - clearance planning capabilities are required. It is recommended that colleagues in the industry, before starting business, be sure to verify the latest requirements throughthe 12360 Customs HotlineorThe single - window systemAfter all, in this industry,The money saved from compliance may be more than the profit earned.