中国白酒报告英语

1、alcoholic drinks - chinaeuromonitor international : country market insightjune 2008alcoholic drinkschina euromonitor internationalpage ilist of contents and tablesexecutive summary.1strong market performance driven by economic growth .1domestic players rise to lead the market.1more foreign companies

2、 stirs up the competitive environment.1specialist shops start to catch attention.1forecast growth expects to be flat due to market consolidation .1key trends and developments.1strong demand drives prices up.1olympic game starts to pre-heat the market .2polarised consumer preference prevails.3growing

3、 number of young drinking consumers.4modern lifestyles brings more occasions on which to consumer alcoholic drinks.5specialist retailers.5summary 1leading specialist retailers 2006.6market merger and acquisition activity.6summary 2speculated merger and acquisition activity 2006-2007 .7territory key

4、trends and developments.7east china.7mid china.10north and northeast china.11northwest china .15south china.19southwest china .21market background.22legislation .22taxation and duty levies .23table 1taxation and duty levies on alcoholic drinks 2007.23table 2typical wholesaler and retailer off-trade

5、mark-ups by selected sectors 2007.24table 3selling margin of a typical beer brand 2007 - tsingtao .24table 4selling margin of a typical domestic wine brand 2007 great wall.24table 5selling margin of a typical imported wine brand 2007 jacobs creek .24table 6selling margin of a typical domestic spirit

6、s brand 2007 - jinliufu.25table 7selling margin of a typical imported spirit brand 2007 johnnie walker black label.25operating environment .25market indicators.26table 8retail consumer expenditure on alcoholic drinks 2002-2007.26market data .26table 9sales of alcoholic drinks by sector: total volume

7、 2002-2007.26table 10sales of alcoholic drinks by sector: total value 2002-2007 .26table 11sales of alcoholic drinks by sector: % total volume growth 2002-2007.27table 12sales of alcoholic drinks by sector: % total value growth 2002-2007.27table 13sales of alcoholic drinks by sector by on-trade vs o

8、ff-trade split: volume 2007.27alcoholic drinkschina euromonitor internationalpage iitable 14sales of alcoholic drinks by sector by on-trade vs off-trade split: value 2007.27table 15sales of alcoholic drinks by sector by on-trade vs off-trade split: % volume 2007.28table 16sales of alcoholic drinks b

9、y sector by on-trade vs off-trade split: % value 2007.28table 17sales of alcoholic drinks by region: total volume 2002-2007.28table 18sales of alcoholic drinks by region: total value 2002-2007.28table 19sales of alcoholic drinks by region: % total volume growth 2002-2007.29table 20sales of alcoholic

10、 drinks by region: % total value growth 2002-2007.29table 21company shares of alcoholic drinks by global brand owner 2003-2006 .29table 22off-trade sales of alcoholic drinks by distribution format: % value analysis 2007.30table 23off-trade sales of alcoholic drinks by sector and distribution format:

11、 % volume analysis 2007.30table 24forecast sales of alcoholic drinks by sector: total volume 2007-2012.30table 25forecast sales of alcoholic drinks by sector: total value 2007-2012.30table 26forecast sales of alcoholic drinks by sector: % total volume growth 2007-2012.31table 27forecast sales of alc

12、oholic drinks by sector: % total value growth 2007-2012.31table 28forecast sales of alcoholic drinks by region: total volume 2007-2012.31table 29forecast sales of alcoholic drinks by region: total value 2007-2012.31table 30forecast sales of alcoholic drinks by region: % total volume growth 2007-2012

13、.32table 31forecast sales of alcoholic drinks by region: % total value growth 2007-2012.32definitions.32summary 3research sources.33alcoholic drinkschina euromonitor internationalpage 1alcoholic drinks in chinaexecutive summarystrong market performance driven by economic growthwith expected gdp grow

14、ing at more than 11% in 2007, chinas economic growth reaches another new height. the economic growth also contributes greatly to the alcoholic drinks market, as the total volume sales is outperforming than 2006 in terms of actual volume sold. upgrading of consumers expenditure structure in urban mar

15、kets drives demand up during 2007. domestic players rise to lead the marketdomestic players remained strong in china, as many of them have been establishing very loyalty brands due culture and historical benefits. moreover, the bull stock market in 2007 also gives a robust injection for big companie

16、s like china resources enterprise and wuliangye yibin co ltd. in less developed regions such as northwest china and mid china, the local brands appear to be dominant in beer and spirits as locals are more loyal to their own brands. more foreign companies stirs up the competitive environmententers of

17、 foreign companies in beer and spirits is pushing the market to be more opened and competitive in first tier cities in china. first tier cities like shanghai and guangzhou are more open to foreign brands and the local consumption habit is more adoptive to exotic products. increased volume and import

18、ed alcoholic drinks gives greater stern in those urban markets. on the other hand, domestic players are seeking joint ventures with foreign partners to start to explore the abroad. specialist shops start to catch attentionwhile chained hypermarkets and independent grocery stores are the main distrib

19、ution channel for alcoholic drinks. the emergence of specialist shops is becoming important to wine and spirit manufacturers. the cost of sales in specialist is lower than hypermarkets, and the specialist better serves high end consumers in terms of product quality and variety. moreover, manufacture

20、rs start to consider building their own specialist shops, for example, kuichow maotai and wuliangye have already established a small scale of distribution network of their own. forecast growth expects to be flat due to market consolidation2007 continues to be the year of consolidation, leading inter

21、national players entered into china through acquisition of local brands. leading domestic beer and spirits manufacturers also gained great strength from the flourish stock market, they are very active in mergers and acquisition. competitive market environment is shifting from fragmented to concentra

22、te. small and medium sized domestic players will gradually withdraw from the market. key trends and developmentsstrong demand drives prices upnational statistic data showed that in the first half of 2007, chinas gdp grew at 11.5%, and the whole years gdp is expected to have similar growth. the hot e

23、conomic growth not just brings high volume of retail consumption in china; it also starts to affect the consumers expenditure structure. more high quality and premium products are demanded in urban regions, and even in rural area, the demand for higher priced products is increasing. on the other han

24、d, short of supply of domestic spirits contributes to the increasing in unit price. suppliers are facing upward trend on unit price partially affected by strong demand from consumers. alcoholic drinkschina euromonitor internationalpage 2current impactannounced by national bureau of statistics, the c

25、onsumer price index for the whole year of 2007 is expected to register at 4.5%, which might become a historical new height. the central government is facing greater pressure on stabilising the inflation rate and the retail price, as the nations fast economic growth might be offset by such inflation

26、growth. unit price increase is driven by several key factors, and strong demand is one of the generators. most of the domestic spirit manufacturers feel that premium products are short of supply and even their distributors are yelling to increase the price. leading brands like wuliangye and matai al

27、l increased their price from 10-15% during 2007. increase in unit price for most of the spirit has further stimulates the demand as people have more disposable income to spend. similar situation can also be applied to wine, where sales volume of mid/high end products increased faster than low end pr

28、oducts, which represents an upward trend in unit price. outlookthe demand for alcoholic drinks will remain strong over the forecast period, and for spirits the demand will gradually shift from low end products to high end. as the high end spirits takes relatively longer, such as scotch whisky and ch

29、inese spirits, the future supply will not grow as fast as the demand projected. therefore, it is very likely that unit price for spirits will continue to rise over the forecast period. however, for beer and wine, short of supply is very unlikely to happen. players entered into mid/high end spirits w

30、ill benefit from the rising unit price. future impactstrong demand of wine and spirit in china will cause the unit price to rise on global basis, and for the short term period, china will emerge to gain great deal of attention from global suppliers. more and more international brands will be eager t

31、o enter the market. in the mean time, the consolidation of domestic beer manufacturers will cause the market to be more competitive and unit price movement of beer and wine is expected to be less active than spirits. over the forecast period between 2007 and 2012, beer unit price is forecast to grow

32、 at 10%, wine at 6% and spirits at 38%. the rapid growth in unit price not only generated from the increasing demand for high end products, but also importantly the short supply of the premium products. moreover, for beer, as the market consolidation is expected to continue to take place in china, l

33、eading manufacturers will gather more strength in regional and even national distribution channels, unit price of beer will have higher than wines growth rate over the forecast period. olympic game starts to pre-heat the marketwhile china is busy preparing for the upcoming olympic game in 2008, all

34、leading players in alcoholic drinks have already began their move in the promoting for the game. there is no doubt that the olympic will have strong impact over the nations economic growth and international political status, it is also a golden chance for chinese enterprises to label themselves to t

35、he world. current impactalthough the olympic sponsorship is very exclusive and only two of the leading chinese companies gained such title, they are tsingtao brewery co ltd and cofco wines & spirits co. the two companies released a series of promoting activities during the 2007. however, the results

36、 of such large scale of campaign are yet to show in 2007. tsingtao brewery co ltd, tight up the national tv station cctv, launched a documentary programme called “qing guo qing cheng”, which documents the best views of more than 150 cities in china to select the best city in the name of tsingtao bee

37、r for olympic game. although the huge publicity expense cannot bring immediate increase in volume sales, it is believed to have long term effect as the programme will be broadcast to the world. outlookalcoholic drinkschina euromonitor internationalpage 3the success of olympic sponsors is making peer

38、 competitors more jealous and eager to get involved. though majority of the domestic players did not get the sponsorship due to their own financial strength and brand value, many of them are doing the sort of the olympic marketing in the best practice. for example, domestic spirits makers like kweic

39、how maotai co ltd and wuliangye yibin co ltd launched series of red packaged products made for olympic game. maotais sub brand jinliufu used to be china national teams sole provider of celebration spirits, its red labelled products represents the chinese tradition of happiness and fortune, which is

40、fit to the theme of olympic game in accordance to chinese peoples perception. wuliangye launched their new packaged product, which is made into a shape of panda, and panda is one of the lucky dolls for the beijing olympic game in 2008. the wuliangye panda bottle is expected to bring big hit in 2008.

41、 future impactthe success of beijing olympic game in 2008 will have profound impact on chinas leading alcoholic drink makers. note only tsingtao brewery co ltd and cofco wines & spirits cos brand will be highly profiled after the game, the whole world will have an eye on chinas domestic alcohol bran

42、ds. there might be greater chance lays ahead after 2008, and domestic players will use the chance to sell their products to the world. on the other hand, it is believed that the olympic will bring the world more closely to traditional chinese consumers, more international players will be attracted t

43、o china as local consumers will demand more exotic high quality and premium products over the forecast period. although the impact of top sports event like olympic games and world cup on alcoholic drinks sales in greek, japan and south korea seemed not that significant, and the increase of sales vol

44、ume was less than expected, it is not the same case in china. countries like greek, japan and south korea are much better off in terms of gdp per captia, and the alcoholic drinks markets in those countries are more consolidated than the situation in china. the olympic will not just boost the brand i

45、mage of several leading brands; it is actually a new era for china to show the world of its dynamic strength and economic power. the post olympic period will be a mile store for chinas overall economic and as well as for alcoholic drinks. manufacturers are highly recommended to take advantage of thi

46、s great sport event in 2008 in china. polarised consumer preference prevailswhile many consumers traded down to cheaper options, high-end premium alcoholic drinks have shown noticeable growth, backed by new products launches and comprehensive marketing efforts. at the opposite end of the market, sal

47、es of low-end offerings such as economic lager and low-end chinese spirits have also been enjoying healthy growth. different pricing strategies result in different competition environment. current impactwhen consumers become richer in the review period, they are likely to choose the premium whisky o

48、r wine products in the pubs and bars for the positioning of these products is indulgent and luxury. meanwhile, the premium lager brands are trying to enlarge its distribution channels. the imported brand corona was taken over by budweiser wuhan international brewing company ltd in the beginning of 2

49、007. thanks to budweisers established strong sales net in both on-trade and off-trade channels, corona is expected to have the better performance. meanwhile, when choosing wine and spirit products, particularly in the off-trade channels such as supermarkets/hypermarkets, consumers are usually price

50、conscious and willing to buy low to mid range products. high end products of both domestic and imported brands are mainly available in the wine specialists and on-trade outlets. in addition, if they want to buy alcoholic drinks as a gift or appear to some important occasions, they are likely to spen

51、d more.premium spirits in china tend to compete with each other through packaging and pricing. for example, one of the super-premium remy martin louis xiii black pearl is sold at rmb 70,000. economy priced products tend to compete each other with claim of local taste. for example, beijing er guo tou

52、 is one of the famous spirit in 1970s and 1980s, there are several companies making er guo tou in beijing. beijing redstar co ltd made their label to be the original er guo tou since 1949.outlookalcoholic drinkschina euromonitor internationalpage 4polarisation of alcoholic drinks is expected to pers

53、ist over the forecast period with economic products penetrating to more territories, while premiumisation will determine the value growth of alcoholic drinks products. pricing remains essential to shaping the brand image of alcoholic drinks such as whisky and grape wine. at the same time, increasing

54、ly sophisticated consumers may look for premium brands/alcoholic drinks to enhance their public image and fit in with their pursuit of a certain lifestyle. this niche group of relatively affluent consumers should drive demand for premium and super-premium alcoholic drinks such as whisky, grape wine

55、and premium beer. future impactas such, international players are expected to bring in more of their premium products while domestic players may use the advantage on their established distribution network with both low to high range product lines in china. mean while, they will use the low-end produ

56、cts to open more markets and attract mass consumers. china resource, leading player of beer industry, has adopted different pricing of different brands strategy since 2003. it uses the price advantage of its low-end brand snow to expand across most areas in china. champagne, cognac, premium vodkas w

57、ill get more popular in first tier cities along with the growing consumer preference to high end products. the growing conception of drinking premium exotic alcoholic drinks is becoming a very fashionable act. celebrates and rich consumer group will be pursuing such trend over the forecast period. a

58、s more coastal cities like shanghai and guangzhou are emerging to be international business centres, the demand for premium imported alcoholic drinks will continue to speed up over the forecast period. growing number of young drinking consumersthe total number of young adults has been rising for mor

59、e than two decades but peaked in 2002 at 448 million (35% of total population). despite no legal controls defined by the chinese government, chinese consumers generally do not start drinking until 18 years old. the age of 18 is believed to be the boundary between teenagers and adults. thus the risin

60、g proportion of young adults translates into a growing proportion of younger drinkers, who have an increasing influence on the markets. drinks which are popular among these younger drinkers have opportunities to do better, particular beer and spirits consumption in on-trade channels. current impacti