Address:No. 1 16, Dongyuan Road, Xi City
Business items: alcohol production.
Financial strength: annual income of 50 million-65.438+0 billion.
Macro-environmental factors: In the early 1980s, the per capita beer consumption in China was only 0.5 liters a year, and the total annual consumption was less than/kloc-0.0 million tons. Today, China has grown into the largest beer market in the world. Nevertheless, China's per capita beer consumption is far from that of other big beer countries. The average person in China consumes 2 1.5 liters of beer per year, while the figures in Japan and the United States are 50 liters and 84 liters respectively.
(1) sustained high-speed economic growth:
From the end of 1980s to the middle and late 1990s, it was the golden age of the fastest development of beer industry, with the average annual growth rate of consumption above 15%, which was precisely the high-speed take-off stage of China's economy. According to the official forecast, the afterheat of China's "economic miracle" has not disappeared, and the annual GDP growth rate in the future 10 will not be less than 7%. For developing countries, there is a positive correlation between pure beer consumption and per capita GDP. With the new round of economic development boom, the market capacity of China beer has great room for growth.
(2) The mid-to-high-end market trend is good:
Almost all large breweries regard entering the high-end beer market as an important profit growth point. Take Hans Beer as an example. In 2004, high-end beer accounted for 20% of the total output and achieved 50% profit, which shows the charm of high-end beer. Qingdao, Blue Horse, Pearl River, Baoji and other enterprises have also launched their own flagship high-end beer products, and will enter the middle and high-end markets such as catering and entertainment through various forms. Foreign giants have also tried to put down their own chess pieces.
At present, in China's social stratum structure, the middle class with an annual income of more than 40,000 yuan accounts for 20%, and it is increasing at an annual rate of 1%. As far as beer is concerned, products with average taste and moderate price can no longer meet the consumption preferences of middle-and high-income people. Consumers' demand for beer drinking experience is becoming more and more critical, and the whole price range is bound to rise with it. This phenomenon is very common in foreign markets. Market information also clearly shows signs of price escalation: by the end of 2004, the market share of high-end and sub-high-end segments exceeded 15%, and the growth rate was significantly higher than that of ordinary beer.
(3) The low-end market has unlimited potential:
China is a big agricultural country with a population of 654.38+0.3 billion, of which 72% are rural population, and the annual per capita beer consumption of rural population is less than 8 liters. The biggest beneficiary of building a well-off society in an all-round way will be the rural population. With the progress of industrialization, the living standards of rural residents will be significantly improved. According to analysis, after the gap between urban residents and rural residents in the number of daily consumer goods is eliminated, the overall consumption of China beer market will increase by 20 million tons. In fact, in recent years, the consumption growth of beer is gradually deepening and transitioning to rural areas, and the consumption population is increasing at a rate of 20% every year.
At the same time, beer consumption in rural areas is still in the stage of low-level functional consumption, that is, consumption behavior generally only occurs when celebrating, banquets or entertaining guests. From the behavioral point of view, although the market still needs further development, its development potential must not be ignored.
Characteristics of industry competition:
(1) Industry concentration is not high:
Among the major beer producing countries in the world, the concentration of beer industry in China is the lowest except German. The process of marketization and internationalization of China's economy is still accelerating, and the beer industry is experiencing the baptism of big waves. It is the general trend to further improve the concentration of China beer industry in the future. But at present, China beer industry is still in the stage of multi-level brand existence.
(2) The regional effect is obvious:
The shelf life of beer is relatively short, which determines that the beer industry is a regional enterprise. For the vast majority of beer manufacturers, the operating income largely depends on the local market share. For example, Yanjing Beer currently has a market share of about 10.5% in China, but its market share in North China is 45%, and its market share in Beijing is as high as 92%.
(3) Scale determines benefit:
The beer industry belongs to the traditional industry, and the technology entry threshold is relatively low, but it has obvious scale effect. The experience of foreign mature markets shows that only leaders can survive in this industry. To this end, not only domestic and foreign giants are running around, but many second-line beer "princes" who once dominated one side have also begun to grab the expanding domestic market.
Fierce competition: both sides are on their own side, and there are few head-on conflicts.
Competitors: Yanjing Beer, Tsingtao Beer,
Competitor strength:
(1) Tsingtao beer
In 2004, * * * Company achieved beer sales of 37 1 10,000 tons, up by13.8% year-on-year; Realized sales income of 8.62 billion yuan; Realized a net profit of 280 million yuan; China beer production and marketing market share reached 12.75%. As the largest beer producer and seller in China, the company's performance benefits from internal system integration, management process optimization and synergy enhancement. In terms of production scale, Tsingtao Brewery further improved the production layout of the domestic market in 2004. In June 2004, the company invested 65 million yuan to acquire 55% equity of Gansu Nongken Beer, which laid the foundation for further expanding the company's market advantage in the western region. In August, the first phase of Tsingtao Brewery Changsha Company's 654.38+ million-ton beer project was put into production of 50,000 tons, which helped the company to cultivate the main brand of Tsingtao Brewery in South China and expand its market share.
(2) Yanjing Beer
Yanjing currently has 16 enterprises in China * *, and its market share in China is 10.5%. The North China market is dominant, with a market share as high as 50%. In 2004, Yanjing * * * produced and sold 2.64 million tons of beer, up 32% year-on-year; The sales revenue was 4.67 billion yuan and the net profit was 270 million yuan, and the profit level continued to maintain the leading level in the same industry. The brand value of Yanjing brand reached1065438+79 million yuan. Yanjing has gradually completed the transformation from Beijing brand to China brand. In 2005, the company also invested 680 million yuan to lay out five major projects, which blossomed in Xiantao, Hubei, Fuzhou, Jiangxi, Yulin, Guangxi, Baotou, Inner Mongolia and Foshan, Guangdong, further perfecting the overall layout in China.