China Beer Industry Report, 2009-2010
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China’s beer sales volume reached 42.81 million kiloliters in 2009, and the ratio of output to sales achieved 101.3%. Regarding the regional market, the developed East China tended to be mature and stable, so both output and sales volume witnessed a slowdown in growth. However, the underdeveloped regions, the central and the west experienced an increasingly fast growth, thus China’s beer market had been shifting to those regions. In 2009, Southwest enjoyed the highest growth rate in beer output, holding 20%, followed by Northwest with 14.8%. Meanwhile, the number of large corporations decreased by 38 compared with the figure in 2008 via a series of adjustments of China’s beer industry. Such expansions and mergers among the large corporations are continued and gradually expanding towards the central and the west in 2010.  

With regard to product structure, foreign brands such as Budweiser, Heineken and Carlsberg occupy approximately 70% shares in the high-end beer market. In the meantime, domestic beer brands are making great efforts to end the predicament of low profit and small return on investment, adjust product structure and develop towards medium and high-end market in a bid to increase operating income and net profit. Now, Tsingtao, Yanjing, Pearl River and Snow have already started to deploy in medium and high-end market.

Market Shares of Snow, Tsingtao and Yanjing, 2005-2009 (%)
Source: ResearchInChina

The competition among domestic beer brands is intense. Snow has expanded its market share for four successive years since it topped the industry in 2006. Tsingtao takes the second place, with little change in market share; and followed by Yanjing, with a slight growth in market share.

The mergers and acquisitions are prosperous in 2010. Asahi, Anheuser-Busch InBev, Heineken and Carlsberg have become the second largest shareholders of Tsingtao, Pearl River, Kingway and Chongqing Beer respectively. Carlsberg has started to deploy in the west; spurred by Asahi, Tsingtao has further consolidated Shandong’s market and expanded the East China market; Snow firstly entered Henan’s market, followed by Tsingtao and Yanjing, all trying to seize the last market in the central from Jinxing. As a result of continuous mergers and acquisitions, the industry concentration has been continuously enhanced and 40% of China’s beer market has been controlled by foreign capital.

The report firstly introduces the entire scale, output, sales volume and development trend of China’s beer market in recent years as well as regional market characteristics and brand competition, and then analyzes M&A in beer industry, and M&A strategies of foreign enterprises in China. Finally, it delves into the operation, product features, marketing strategies and M&A trend of China’s major nine beer breweries and six foreign beer ones. 
1. Overview of China Beer Industry, 2009-2010 
1.1 Definition & Category of Beer
1.2 The Rising Ratio of Beer Output to Sales 

2. Regional Beer Markets in China, 2009-2010 
2.1 Western Region
2.1.1 Southwest China
2.1.2 Northwest China
2.2 Central Region
2.2.1 Central China
2.2.2 North China
2.3 Northeast China
2.4 East China
2.5 South China 

3. Development of China Beer Industry, 2009-2010 
3.1 Corporate Competition
3.2 Industrial Competition
3.3 Reorganization and M&A Trend 

4. Key Beer Breweries in China 
4.1 Tsingtao
4.1.1 Profile
4.1.2 Operation
4.1.3 Strategies
4.1.4 M&A
4.2 Yanjing 
4.2.1 Profile
4.2.2 Operation
4.2.3 Strategies
4.2.4 M&A
4.3 China Resources Snow
4.3.1 Profile & Operation
4.3.2 Strategies
4.4 Pearl River
4.4.1 Profile
4.4.2 Operation
4.4.3 Fund-raising Projects
4.5 Chongqing Beer 
4.5.1 Profile
4.5.2 Operation
4.5.3 M&A
4.6 Jinxing Beer
4.6.1 Profile
4.6.2 Strategies
4.7 Huiquan Beer
4.7.1 Profile
4.7.2 Operation
4.8 Lanzhou Huanghe
4.8.1 Profile
4.8.2 Operation
4.8.3 Strategies
4.9 Tibet Galaxy Science & Technology Development
4.9.1 Profile
4.9.2 Operation

5. Layout of Foreign Beer Breweries in China
5.1 Anheuser-Busch InBev 
5.1.1 Profile
5.1.2 Operation
5.1.3 Strategies in China
5.2 Carlsberg 
5.2.1 Profile
5.2.2 Operation 
5.2.3 Western Development Strategy of Carlsberg 
5.3 Asahi 
5.3.1 Profile
5.3.2 Operation
5.3.2 Strategies in China
5.4 Suntory
5.4.1 Profile
5.4.2 Strategies in China
5.5 Heineken 
5.5.1 Profile
5.5.2 Operation
5.5.3 Strategies in China
5.6 SAB Miller
5.6.1 Profile
5.6.2 Strategies in China 
Beer Classification by Brewage Process  
Beer Classification by Color & Luster 
Beer Classification by Wort Concentration 
China’s Beer Output & Y-o-Y Growth, 2006-Jan-Aug, 2010 
China’s Beer Output & Ratio of Output to Sales, 2006-Jan-Jun, 2010 
China’s Beer Output by Province, 2007-2009 
Top Ten Provinces in China by Growth Rate of Beer Output, 2007-2009 
Beer Output & Growth Rate in Western China, 2009 
Top Five Provinces in China by Total Profit of Beer, 2009
Main Brands in Top Ten Provinces & Municipalities in China by Beer Output, 2009 
Brand Influential Region of Listed Beer Breweries, 2010 
Beer Output Trend in Yunnan, Guizhou and Sichuan, 2006-2009 
Yunnan Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Sichuan Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Guizhou Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Beer Output Trend in Gansu, Shaanxi and Xinjiang, 2006-2009 
Xinjiang Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Gansu Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Shaanxi Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Beer Output Trend in Hubei, Hunan and Henan, 2006-2009 
Hubei Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Hunan Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Henan Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Beer Output Trend in Shanxi, Hebei, Tianjin and Beijing, 2006-2009 
Shanxi Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Hebei Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Tianjin Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Beijing Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Beer Output Trend in Heilongjiang, Jilin, Liaoning and Inner Mongolia, 2006-2009 
Heilongjiang Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Jilin Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Liaoning Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Inner Mongolia Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Beer Output Trend in Anhui, Zhejiang, Jiangsu, Shanghai and Shandong, 2006-2009 
Anhui Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Zhejiang Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Jiangsu Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Shanghai Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Shandong Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Beer Output Trend in Fujian and Guangdong, 2006-2009 
Fujian Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Guangdong Beer Output & Y-o-Y Growth, Jan-Aug, 2010 
Sales Volume & Market Share of China’s Major Beer Brands, 2005-2009 
Market Shares of Snow, Tsingtao and Yanjing, 2005-2009 
Sales & Output of China’s Major Beer Brands, 2006-2009 
Net Profit & Y-o-Y Growth of China’s Beer Brands, 2010H1 
Sales Volume & Y-o-Y Growth of China’s Beer Brands, 2010H1 
Scale and Foreign Capitals Participation of China’s Top ten Beer Breweries
Price, Time to Market and Rival Product of Medium and High-end Beer Launched by China’s Beer Brands 
Market Range and Capacity of Brands of Seven Beer Breweries like China Resources and Tsingtao 
Main Business Revenue & Net Profit of Tsingtao Beer, 2007-2010Q1 
Main Business Structure of Tsingtao Beer by Region, 2009 
Operating Income and Net Profit of Yanjing Beer, 2007-2010Q1 
Main Business Revenue and Structure of Yanjing Beer by Region, 2009 
Equity Structure of Pearl River Beer
Pearl River Beer Operating Income & Net Profit, 2007-2009  
Pearl River Beer Operating Income Structure by Region, 2009 
Pearl River Beer Operating Income Structure by Product, 2009 
Chongqing Beer Operating Income & Net Profit, 2007-2010H1   
Chongqing Beer Operating Income, Cost & Profit Margin by Industry and Product, 2009 
Chongqing Beer Operating Income Operating Income & Growth Margin by Region, 2009 
Huiquan Beer Operating Income & Net Profit, 2007-2010H1 
Lanzhou Huanghe Operating Income & Net Profit, 2007-2010H1 
Lanzhou Huanghe Main Business Structure by Product, 2009 
Operating Income & Net Profit of Tibet Galaxy Science & Technology Development, 2007-2010H1 
Investment Relationship between Carlsberg and China’s Beer Breweries 

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