China Beer Market Report, 2006-2007
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Since the reform and opening up, China beer industry has been developing rapidly for more than 20 years. In 2005, the beer output had broke the record of 30 million liters to 30.61 million liters for the first time, rising 5.2% year-on-year, and the output and sales volume has ranked first for four successive years. According to the latest data of National Statistics Bureau of China, in Jan-early Sep 2006, the beer output across China reached 28.4 million tons, increasing by 13.0% over the same period of 2005.

Sales Revenue and Growth Rate of Beer Industry


China beer output will still keep growing at a rate of around 5% during the 11th Five-year period despite of the large cardinal number. And due to the adjustment of the product structure, the development of the rural market as well as the gradually orderly market competition, the beer price will rise and so does the profit-making ability.

Currently, the per capita beer consumption in China has been near to 22 liters, but it is only about 10 liters in the central and western regions, and it is less than 5 liters in the rural areas with over 800 million populations. However, the present average level in the world is 30 liters, which is even more than 80 liters in the Occident countries. Moreover, the per capita beer consumption in Czechic, Ireland, Germany have exceeded 159 liters, 135 liters and 117 liters respectively while that in China is merely 1/8 of Czechic, 1/4 of America and 40% of Japan. If the per capita beer consumption in China reaches the international level (30 liters), the production scale would surge to 40 million tons with over RMB 100 billion sales revenues.

As China becomes the largest beer production country and the most important consumer market in the world, the foreign capitals have started enlarging the investment in Chinese market. The campaign of the world three giants in China has aroused the wide attention in the field. China beer enterprises will enter an international competition era in national market, which will focus on brand, strategy and capital instead of product, quality and service.

Nowadays, the integration trip in China beer industry is just set sail but it will be accelerated due to the entry of large number of foreign capitals, especially the speeding-up M & A and reorganization from multi-national beer corporations. The foreign-owned brewers have shared some of Chinese high-end beer markets since two years ago, and more and more foreign well-known brewers are expected to enter into Chinese market via M & A and integration in order to compete for shares in China beer market. Some enterprises will target at high-and medium-end markets and then dominate the medium-end market eventually.

As the standardization of the competition, more and more enterprises lacking the survival abilities will be eliminated, meanwhile, the successive entry of foreign capitals will have undoubtedly intensified the resources integration inside beer industry, which aims to make superior enterprises larger and more powerful and to integrate those less competitive medium-small enterprises.

1 Analysis of External Environment of China Beer Industry 
1.1 Overall Situation  
1.2 Agricultural Production 
1.3 Industrial Production 
1.4 Fixed Assets Investment 
1.5 Domestic Market Sale 
1.6 Market Price 
1.7 Foreign Trade 
1.8 Income of Urban and Rural Citizens 

2 Policy Environment of China Beer Industry 
2.1 Measures on Administration of Alcohol Circulation: Forbid Selling Alcohol to Minors
2.2 Fruit Beer Should be Imposed Consumption Tax

3 Technology Environment of China Beer Industry 
3.1 Dynamics 
3.2 New Technology of Foreign Beer Production   

4 Development of China Alcohol Industry  
4.1 Main Influencing Factors 
4.2 Main Problems 
4.3 Development Trend 
4.4 China Beer Output and Regional Output, 2005-2006 
4.5 China Beer Output by Region, 2006 
4.6 2006 Industry Operation 
4.6.1 Change and Trend of Number of Beer Enterprises, 2006 
4.6.2 Change and Trend of Production Value of Beer Industry, 2006 
4.6.3 Change and Trend of Assets-liabilities Ratio of Beer Industry, 2006 
4.6.4 Rate of Return on Cost of Beer Enterprises, 2006 
4.7 Advertising of Beer Industry 

5 Regional Distribution of Beer Industry 
5.1 Beijing Beer Industry, 2006 
5.1.1 Scale 
5.1.2 Output 
5.2 Shanghai Beer Industry, 2006 
5.2.1 Scale 
5.2.2 Output
5.3 Guangdong Beer Industry, 2006 
5.3.1 Scale 
5.3.2 Output

6 Import and Export of Beer Industry, 2006 
6.1 Import 
6.2 Export 

7 World Beer Brands Enter into Chinese Market 
7.1 Four Strategies 
7.2 Interbrew
7.3 Carlsberg 
7.4 Budweiser 
7.5 Heineken 
7.6 Beck's 

8 Related Industries and Factors 
8.1 Main Raw Material Market 
8.1.1 Demand and Supply of Malt
8.1.2 Malt Production 
8.1.3 Hop Supply 
8.1.4 Reason of China Beer Barley Lacking Competitiveness 
8.2 Beer Packaging 
8.2.1 Usage and Advantages & Disadvantages 
8.2.2 Innovative Technology 

9 Competitions and Strategies in Beer Markets of North China 
9.1 Beijing
9.2 Tianjin 
9.3 Hebei 
9.4 Shanxi 

10 Competitions and Strategies in Beer Markets of Northeast China
10.1 Market Overview
10.2 Liaoning 
10.3 Jilin

11 Competitions and Strategies in Beer Markets of East China 
11.1 Market Overview
11.2 Shanghai 
11.3 Shandong 

12 Competition and Strategies in Beer Markets of South & Central China
12.1 Guangdong 
12.2 Henan 
12.3 Hubei 
12.4 Guangxi 

13 Competition and Strategies in Beer Markets of Northwest China

14 China Beer Consumer Market 
14.1 How to know about the beer consumers 
14.2 Urban Beer Consumer Market 
14.3 Rural Beer Market 

15 Marketing Strategies of China Beer Industry
15.1 Main Problems of China Beer Market 
15.1.1 Product 
15.1.2 Price System 
15.1.3 Channel Network 
15.1.4 Advertising and Promotion 
15.1.5 Sale Policy 
15.1.6 Market Management 
15.1.7 Selling Beyond Agreed Areas
15.1.8 New Development Market 
15.1.9 Some dealers believe not to make profits 
15.1.10 The Qualification of Sales Team and Personnel Require to be improved 
15.2 Innovation and Development of Beer Marketing Network in China
15.3 Reform and Development of Beer Marketing Channel in China
15.4 Town/Village-Level Beer Marketing Strategy 
15.5 Marketing Strategies in Rural Beer Market 
15.5.1 Product 
15.5.2 Advertisement 
15.5.3 Price 
15.5.4 Channel 
15.6 Marketing Status of Medium-small Beer Enterprises 
15.7 Cases  

16 Competition of China Beer Industry  
16.1 China Beer Competition 
16.1.1 China Beer Industry is still in the Growth phrase
16.1.2 Furious Competition in China Beer Market
16.1.3 Market Integration Capability– Competition Core of China Beer Enterprises 
16.1.4 Terminal Market – Main Battlefield of China Beer Market Competition 
16.2 Competitive Strategies of Beer Market 
16.2.1 Current Competition Status
16.2.2 Restriction of Inertia Competition Thought 
16.2.3 Transition of New Competition Thought 
16.3 Merger and Acquisition of China Beer Industry, 2004 

17 Main Domestic Beer Enterprises 
17.1 Qingdao Beer Group 
17.1.1 Company Profile 
17.1.2 Brand Operation 
17.1.3 Operation Status 
17.2 Beijing Yanjing Beer Group Corporation 
17.2.1 Company Profile 
17.2.2 Brand Operation 
17.2.3 Operation Status 
17.3 Huarun Beer Group 
17.3.1 Company Profile
17.3.2 Operation Status 
17.4 Guangdong Zhujiang Beer Group 
17.4.1 Company Profile 
17.4.2 Brand Operation 
17.4.3 Operation Status 
17.5 Harbin Beer Group 
17.5.1 Company Profile
17.5.2 Operation Status 
17.6 Shenzhen Kingway Brewery Co Ltd 
17.6.1 Company Profile
17.6.2 Operation Status
17.7 Fujian Yanjing Huiquan Brewery Co., Ltd
17.7.1 Company Profile
17.7.2 Operation Status
17.8 Chongqing Brewery Co., Ltd
17.8.1 Company Profile
17.8.2 Operation Status
17.9 Budweiser Wuhan International Brewing Company Ltd

18 Development Trend of China Beer Industry 
Total Fixed Assets Investment in the Whole Society, 2006H1 
Total Retail Sales Value of Consumer Goods, 2006H1 
Gross Import and Export, 2006H1 
Alcohol Industry Policy Issued in 2005 
Technology in both China and Foreign Beer Industry 
Sales Revenue and Growth Rate of Beer Industry 
Beer Output, Aug 2006 
Beer Output, Jul 2006 
Beer Output, Jun 2006 
Beer Output, May 2006 
Beer Output, Apr 2006 
Beer Output, Mar 2006 
Beer Output, Feb 2006 
National Beer Output, 2006 
Beijing Beer Output, 2006 
Shanghai Beer Output, 2006
Guangdong Beer Output, 2006 
Change and Trend of Number of Beer Enterprises, 2006 
Production Value, Profit and Sales Revenue of Beer Enterprises, 2006 
Change and Trend of Assets-Liabilities Ratio of Beer Enterprises, 2006 
Change and Trend of Rate of Profit-tax Profits to Total Capital of Beer Enterprises, 2006 
Change of Ratio of Profits to Cost of Beer Enterprises, 2006 
Change and Trend of Sales Per Capita of Beer Industry, 2006 
Capital Employment Rate of Finished Products of Beer Enterprises, 2006 
Production Value of Beijing Beer, 2006 
Output of Beijing Beer, Sep 2006 
Import and Export of Malt Beer in Beijing, Sep 2006 
Import and Export of Malt Beer in Beijing, Aug 2006 
Import and Export of Malt Beer in Beijing, Jul 2006 
Import and Export of Malt Beer in Beijing, Jun 2006 
Import and Export of Malt Beer in Beijing, May 2006 
Import and Export of Malt Beer in Beijing, Apr 2006 
Import and Export of Malt Beer in Beijing, Mar 2006 
Import and Export of Malt Beer in Beijing, Feb. 2006 
Import and Export of Malt Beer in Beijing, Jan 2006 
Production Value of Shanghai Beer, 2006 
Output of Shanghai Beer, Sep 2006 
Import and Export of Malt Beer in Shanghai, Sep 2006 
Import and Export of Malt Beer in Shanghai, Aug 2006 
Import and Export of Malt Beer in Shanghai, Jul 2006 
Import and Export of Malt Beer in Shanghai, Jun 2006 
Import and Export of Malt Beer in Shanghai, May 2006 
Import and Export of Malt Beer in Shanghai, Apr 2006 
Import and Export of Malt Beer in Shanghai, Mar 2006 
Import and Export of Malt Beer in Shanghai, Feb. 2006 
Import and Export of Malt Beer in Shanghai, Jan 2006 
Production Value of Guangdong Beer, 2006 
Output of Guangdong Beer, Sep, 2006 
Import and Export of Malt Beer in Guangdong, Sep 2006 
Import and Export of Malt Beer in Guangdong, Aug 2006 
Import and Export of Malt Beer in Guangdong, Jul 2006 
Import and Export of Malt Beer in Guangdong, Jun 2006 
Import and Export of Malt Beer in Guangdong, May 2006 
Import and Export of Malt Beer in Guangdong, Apr 2006 
Import and Export of Malt Beer in Guangdong, Mar 2006 
Import and Export of Malt Beer in Guangdong, Feb 2006 
Import and Export of Malt Beer in Guangdong, Jan. 2006 
Malt Beer Import all over China, Sep 2006 
Malt Beer Import all over China, Aug 2006
Malt Beer Import all over China, Jul 2006
Malt Beer Import all over China, Jun 2006
Malt Beer Import all over China, May 2006
Malt Beer Import all over China, Apr. 2006
Malt Beer Import all over China, Mar 2006
Malt Beer Import all over China, Feb 2006
Malt Beer Import all over China, Jan 2006
Malt Beer Export all over China, Sep. 2006 
Malt Beer Export all over China, Aug 2006
Malt Beer Export all over China, Jul 2006
Malt Beer Export all over China, Jun 2006
Malt Beer Export all over China, May 2006
Malt Beer Export all over China, Apr 2006
Malt Beer Export all over China, Mar 2006
Malt Beer Export all over China, Feb 2006
Malt Beer Export all over China, Jan 2006
Ad-rates of Top 10 Beer Brands in Ads Throw-in, 2004-2005 
Structure of Top 10 Beer Brands in Ads Throw-in, 2004-2005
Top 20 Hot Channels by Advertising Revenue of Beer Industry 
Time Bucket and Length of TV Advertising for Beer Industry 
China Malt Demand Amount Forecast, 2006 
Classification of Beer Consumption Sites 
Proportion Demand Change of Same-level Beer Consumption Sites 
Behavior Characteristics of Customer Choosing Brands in Different Consumption Sites 
Taste Orientation of Domestic Beer Brand Consumers 
Beer Drinking Amount of 20 Urban Citizens per Week (Canned Beer) 
Beer Drinking Amount of 20 Urban Citizens per Week (Bottled Beer) 
Beer Drinking Amount of 20 Urban Citizens per Week (Draught Beer) 
Top 3 Beer Brands of all over China and In Regional Markets 
Brand Preference of Customers according to Income 
Beer Brand Loyalty in 20 Cities 
Brand Concept of Beer Consumers in 20 Cities 
Penetration Rate of Beer Brands in 20 Cities 
Proportion of Beer Brands Drunk Most in 4 Cities 
Profitability of Qingdao Beer Group, 2006H1 
Operating Ability of Qingdao Beer Group, 2006H1
Debt-paying Ability of Qingdao Beer Group, 2006H1
Capital Structure of Qingdao Beer Group, 2006H1
Development Capability of Qingdao Beer Group, 2006H1
Cash Flow of Qingdao Beer Group, 2006H1
Profitability of Yanjing Beer Group Corporation, 2006H1 
Operating Ability of Yanjing Beer Group Corporation, 2006H1
Debt-paying Ability of Yanjing Beer Group Corporation, 2006H1
Capital Structure of Yanjing Beer Group Corporation, 2006H1
Development Capability of Yanjing Beer Group Corporation, 2006H1
Cash Flow of Yanjing Beer Group Corporation, 2006H1
Comparison of Kingway Beer Sale Volume, 2005 
Profitability of Fujian Yanjing Huiquan Brewery Co., Ltd, 2006H1 
Operating Ability of Fujian Yanjing Huiquan Brewery Co., Ltd, 2006H1
Debt-paying Ability of Fujian Yanjing Huiquan Brewery Co., Ltd n, 2006H1
Capital Structure of Fujian Yanjing Huiquan Brewery Co., Ltd, 2006H1
Development Capability of Fujian Yanjing Huiquan Brewery Co., Ltd, 2006H1
Cash Flow of Fujian Yanjing Huiquan Brewery Co., Ltd, 2006H1
Profitability of Chongqing Brewery Co., Ltd, 2006H1 
Operating Ability of Chongqing Brewery Co., Ltd, 2006H1
Debt-paying Ability of Chongqing Brewery Co., Ltd n, 2006H1
Capital Structure of Chongqing Brewery Co., Ltd, 2006H1
Development Capability of Chongqing Brewery Co., Ltd, 2006H1
Cash Flow of Chongqing Brewery Co., Ltd, 2006H1

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