Exporting Mongolian Beef to China: The Opportunities and Challenges

Abstract

Mongolia is a nomadic country. Due to the small population, large land area, and geographical location, the country has mainly focused on animal husbandry as one of the sources of income for the local people and foreign currency of the country. Beef exports play an essential role in Mongolia’s economy. However, due to several constraints that hinder export growth, Mongolia cannot export its agricultural products to its full capacity. One of the main challenges for Mongolian beef exporters is identifying key destination markets for their products and the know-how to access them. This article discusses the export of Mongolian beef to China, focusing on the potential of Mongolian beef cattle and its economic importance, the overall situation of Mongolian cattle products in the Chinese market, and the opportunities and market expansion challenges in China. This study is characterised as qualitative and quantitative research of an exploratory and descriptive nature, using bibliographic research. According to the findings, it became evident that Mongolia still has low participation in the Chinese market despite the opportunities in the Chinese market. However, with internal improvements and adjustments in policies, there is exponential growth potential in the sales of Mongolian beef to the Chinese market. Thus, Mongolian beef exports can be improved with more stress on value-added products and their marketing strategy based on consumer-oriented processing and packaging, expanding (or) changing export destinations, market promotion and brand image, adopting international hygienic standards norms and diversification of livestock products.