China Liquor Industry Report, 2009-2010
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It is in the year of 2009 that Chinese liquor industry witnessed most significant growth, with the output of liquor peaking 7,069,300 kiloliters ever since 2006, up 23.8% from a year earlier. The output of liquor continued to grow and rose 29.4% YoY to 4, 125, 000 kiloliters in China in the first half of 2010. In July, the output of liquor increased to 563, 000 kiloliters, a 6% YoY rise, but with a sharp drop in the growth rate against the same period of last year mainly because the growth rate for the liquor output in Shandong and Henan was gearing down.

Chinese liquor industry characterizes a relatively high concentration degree since the liquor output of Top 10 provinces in 2009 occupied 79.47% of national total output, of which Sichuan, the largest province of liquor brewage, enjoyed a share of 22.06% by output. China’s high-end liquor brands are mostly distributed in Sichuan and Guizhou.

Luzhou-flavor, Maotai-flavor and Fen-flavor liquor are the mainstream of liquor market. Kweichow Moutai liquor is dominating the Maotai-flavor market, Wuliangye liquor takes the lead in the Luzhou-flavor market, and Shanxi Fenjiu liquor is the representative of the Fen-flavor market.

The operation of liquor enterprises is featured by a ‘pyramid’ shape of output ranging from high to low-grade liquor and an ‘inverted pyramid’ model of sales profit. Concretely, high-grade liquor enjoys a small share by output but with the most remunerative profit; medium-grade liquor have relatively balanced output and profit; and low-grade liquor is with the largest output proportion but the least profit. The enterprises seize the market mainly by low-grade liquor to strengthen brand awareness and then make more profits through high-grade liquor.  
Output of Liquor in Jiangsu, Shandong, Anhui, Sichuan and Guizhou, 2006-2009 (Unit: kiloliter)
Source: Wind; ResearchInChina

As far as regional development is concerned, Shandong Province holds the largest output of liquor in East China but with certain fluctuation. Sichuan Province possesses large ever growing output of liquor.

Regarding the development of liquor enterprises, high-grade liquor companies have intensified the development and propaganda of their medium-grade liquor, while medium-grade liquor enterprises have promoted the marketing work so as to popularize their high-end liquor. Along with the growing income of residents and the expansion of the middle class, the demand for medium-grade liquor increases in China. In 2010, Wuliangye Group gives priority to the development of medium and high-priced liquor and focuses on the marketing of ‘Liuheye Liquor’; Kweichow Moutai Company energetically promotes ‘Moutai Prince Liquor’ and ‘Moutai Ying Bin Liquor’; Lu Zhou Lao Jiao Co., Ltd transfers to ‘Tequ Liquor’; while Yanghe Brewery and Lang Jiu Group attach importance to their high-end liquor of Yanghe Blue Classic series and Honghua Lang Liquor.

Having an insight into the potential growth of Chinese liquor industry, TCC, Diageo, Hennessy, Goldman Sachs Group Inc., etc. have successively bought the shares of Chinese liquor enterprises.  

The report not only analyzes the scale and development trend of Chinese liquor market, the characteristics and brand development of regional markets, and the competition between high-end and medium-end liquor markets, but expounds at length the operation, product features, marketing strategy and development orientation of the 16 major liquor enterprises in China. 
1 Chinese Liquor Market, 2009-2010 
1.1 Industry Characteristics 
1.2 Brand Competition 

2 Regional Liquor Markets in China, 2009-2010
2.1 North China 
2.2 Central China 
2.3 East China 
2.4 Northwest Region 
2.5 Southwest Region 
2.6 Northeast Region 

3 Competition in Chinese Liquor Industry, 2009-2010 
3.1 High-end Liquor Market Competition 
3.2 Medium-grade Liquor Market Competition 

4 Major Liquor Enterprises 
4.1 Kweichow Moutai Co., Ltd. 
4.1.1 Profile 
4.1.2 Operation 
4.1.3 Development Strategy
4.2 Wuliangye Group Co., Ltd.
4.2.1 Profile 
4.2.2 Operation 
4.2.3 Development Strategy 
4.3 Lu Zhou Lao Jiao Co., Ltd
4.3.1 Profile 
4.3.2 Operation 
4.3.3 Business Mode of Qiquan Company  
4.3.4 Development Strategy 
4.4 Shanxi Xinghuacun Fen Wine Factory Co., Ltd
4.4.1 Profile 
4.4.2 Operation 
4.4.3 Development Strategy 
4.5 Hebei Hengshui Laobaigan Liquor Co., Ltd. 
4.5.1 Profile 
4.5.2 Operation 
4.5.3 Development Strategy 
4.6 Sichuan Swellfun Co., Ltd.
4.6.1 Profile 
4.6.2 Operation 
4.6.3 Internationalization through Stock Transfer of Sichuan Quanxing Distillery Co., Ltd.
4.7 Anhui Gujing Distillery Co., Ltd.
4.7.1 Profile 
4.7.2 Operation 
4.7.3 Operation and Marketing Transition
4.8 Gansu Huangtai Wine-Marketing Industry Co., Ltd.
4.8.1 Profile 
4.8.2 Operation 
4.8.3 Marketing Assistance from Beijing Tongda Weisi Management Consulting Co., Ltd
4.9 Sichuan Tuopai Yeast Liquor Co., Ltd.
4.9.1 Profile 
4.9.2 Operation 
4.9.3 Development Strategy 
4.10 Xinjiang Yilite Industry Co., Ltd.
4.10.1 Profile 
4.10.2 Operation 
4.10.3 Development Strategy 
4.11 Jiugui Liquor Co., Ltd.
4.11.1 Profile 
4.11.2 Operation 
4.11.3 Development Strategy 
4.12 Jiangsu Yanghe Brewery Joint-Stock Co., Ltd.
4.12.1 Profile 
4.12.2 Integration with Jiangsu Shuanggou Distillery Stock Co., Ltd. 
4.12.3 Operation of Yanghe and Shuanggou 
4.12.4 Competition Strategy and Advantage 
4.13 Anhui Golden Seed Winery Co., Ltd 
4.13.1 Profile 
4.13.2 Operation 
4.13.3 Development Strategy 
4.14 Sichuan Lang Jiu Group Co., Ltd 
4.15 Hubei DaoHuaXiang Liquor Industry Co., Ltd 
4.16 Hubei Baiyunbian (Group) Co., Ltd.  

5 Development Outlook of Chinese Liquor Industry 
Liquor Output and YoY Growth in China, 2006-1H 2010 
Liquor Output of Top 10 Provinces in China, 2009 
Regional Distribution of Major Liquor Brand Enterprises in China  
Structure of Liquor Consumption in China (by Flavor)  
Operating Margin Comparison of Wuliangye Group, Luzhou Laojiao, etc.  
Development Trend of Liquor Industry  
Liquor Output in Beijing, Hebei and Shanxi, 2006-2009 
Liquor Output and YoY Growth in Hebei, Jan.-Jul.2010 
Liquor Output and YoY Growth in Shanxi, Jan.-Jul.2010  
Liquor Output and YoY Growth in Beijing, Jan.-Jul.2010 
Liquor Output in Hubei, Hunan and Henan, 2006-2009  
Liquor Output and YoY Growth in Hubei, Jan.-Jul.2010 
Liquor Output and YoY Growth in Hunan, Jan.-Jul.2010 
Liquor Output and YoY Growth in Henan, Jan.-Jul.2010 
Liquor Output in Jiangsu, Shandong and Anhui, 2006-2009 
Liquor Output and YoY Growth in Jiangsu, Jan.-Jul.2010 
Liquor Output and YoY Growth in Shandong, Jan.-Jul.2010 
Liquor Brands and Prices in Anhui, 2010 
Liquor Output and YoY Growth in Anhui, Jan.-Jul.2010 
Liquor Output in Gansu and Xinjiang, 2006-2009 
Liquor Output and YoY Growth in Xinjiang, Jan.-Jul.2010 
Liquor Output and YoY Growth in Gansu, Jan.-Jul.2010 
Liquor Output in Sichuan and Guizhou, 2006-2009 
Liquor Output and YoY Growth in Sichuan, Jan.-Jul.2010 
Liquor Output and YoY Growth in Guizhou, Jan.-Jul.2010 
Liquor Output in Three Northeastern Provinces, 2006-2009 
Price Raising of Liquor Brands of Kweichow Moutai, Wuliangye Group, Shanxi Fen Wine Factory, and Yanghe Brewery, 2009-2010 
Terminal Price of High-end Liquor, Jan.2008-Jan.2010 
Revenue and Growth Rate of China’s High-end Liquor, 2001-2009 
Revenue and Growth Rate of China’s Major Medium-end Liquor, 2005-2009 
Retail Prices of Major Products of Kweichow Moutai, 2010 
Price Raising of Moutai Liquor, 2001-2010 
Operating Data of Kweichow Moutai, 2007-Q1 2010 
Financial Data on Main Businesses (by Sector & by Product) of Kweichow Moutai, 2009 
Main Business Revenue of Kweichow Moutai (by Region), 2009 
Retail Price vs. Factory Price of Moutai Liquor, 2006-2009 
Price Difference between Factory Price and Terminal Price of High-end Liquor, 2009 
Retail Price of Major Products of Wuliangye Group, 2009 
Operating Data of Wuliangye Group, 2007-Q1 2010 
Retail Price of Major Products of Lu Zhou Lao Jiao Co., Ltd, 2009 
Gross Margin of Lu Zhou Lao Jiao Co., Ltd by Liquor Type, 2002-2009 
Operating Data of Lu Zhou Lao Jiao Co., Ltd, 2007-Q1 2010 
Main Business Revenue of Lu Zhou Lao Jiao Co., Ltd (by Product), 2008-2009 
Revenue of Lu Zhou Lao Jiao Co., Ltd (by Region), 2009 
Quarterly Sales Expense Ratio of Lu Zhou Lao Jiao Co., Ltd, Q1 2007-Q1 2010 
Operating Cost and Gross Margin of Lu Zhou Lao Jiao Co., Ltd, Q1 2007-Q1 2010 
Operating Tax Rate and Expense Ratio of Lu Zhou Lao Jiao Co., Ltd, Q1 2007-Q1 2010 
Revenue Structure of Shanxi Xinghuacun Fen Wine Factory Co., Ltd by Product, 2007-2009 
Major Liquor Products and Factory Prices of Shanxi Xinghuacun Fen Wine Factory Co., Ltd, 2009 
Operating Income and YoY Growth of Shanxi Xinghuacun Fen Wine Factory Co., Ltd, 1H 2006-1H 2010  
Net Income and YoY Growth of Shanxi Xinghuacun Fen Wine Factory Co., Ltd, 1H 2006-1H 2010 
Future Product System of Shanxi Fenjiu 
Liquor Product System Positioning and Rough Pricing of Hengshui Laobaigan
Main Business Revenue of Hengshui Laobaigan (by Product), 2009 
Main Business Revenue of Hengshui Laobaigan (by Region), 2009 
Operating Data of Hengshui Laobaigan, 2007-2010 
Operating Data of Swellfun, 2007-Q1 2010
Financial Data of Swellfun (by Sector & by Product), 2009 
Operating Income of Swellfun (by Region), 2009 
Major Product System of Gujing Distillery 
Price Raising of Gujing Distillery, 1H 2010 
Operating Data of Gujing Distillery, 2006-Q1 2010 
Growth Comparison of Gross Margin, Net Profit Margin and Operating Profit of Gujing Distillery, 2005-Q1 2010 
Operating Cost Proportion of Gujing Distillery, 2007-Q1 2010 
Main Business Revenue Structure of Gansu Huangtai Wine-Marketing Industry Co., Ltd. by Product, 2009 
Main Business Profit of Gansu Huangtai Wine-Marketing Industry Co., Ltd. by Product, 2009 
Main Business Revenue and Gross Margin of Gansu Huangtai Wine-Marketing Industry Co., Ltd., 2005-2009  
Major Product System of Sichuan Tuopai Yeast Liquor Co., Ltd.
Factory Price of Shede Liquor, 2001-2009  
Operating Data of Sichuan Tuopai Yeast Liquor Co., Ltd., 2006-Q1 2010
Major Liquor Product Series, Price and Sales Volume of Yilite  
Operating Data of Yilite, 2007-Q1 2010 
Operating Income and Profit Margin of Yilite, 2009 
Main Business (Liquor) Revenue of Yilite by Region, 2009 
Gross Margin Comparison among the High and Low-end Products of Yilite, Luzhou Laojiao, and Wuliangye  
Major Product System of Jiugui Liquor 
Operating Income and Net Income of Jiugui Liquor, 2007-Q1 2010
Main Business Revenue of Jiugui Liquor by Sector & by Product, 2009 
Main Business Revenue of Jiugui Liquor by Region, 2009 
Major Brands and Rivals of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. 
Major Product System of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. 
Future Structure Framework of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. 
Operating Income and Net Income of Shuanggou Distillery, 2007-2009 
Product Series of Shuanggou Distillery 
Operating Income and Net Income of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd., Q1 2009-Q1 2010
Revenue Structure of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd., 2007-2009 
Inside & Outside-Province Sales Growth of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd., 2006-2009  
Inside & Outside-Province Revenue Growth of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd., 2006-2009 
Gross Margin of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. by Product, 2007-2009  
Factory Price and Terminal Price of Golden Seed Liquor Series
Operating Income and Net Income of Anhui Golden Seed Winery Co., Ltd , Q1 2009-Q2 2010 
Integrated Gross Margin of Anhui Golden Seed Winery Co., Ltd , Q1 2009-Q2 2010 
Revenue and Growth Rate of Sichuan Lang Jiu Group, 2002-2009 
Revenue and Growth Rate of Hubei DaoHuaXiang Liquor Industry Co., Ltd, 2002-2009 
Revenue and Growth Rate of Hubei Baiyunbian (Group) Co., Ltd, 2002-2009 

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