1. General situation of China beer production
1.1 History
1.2 Output
1.2.1 Output from 1990 to 1999
1.2.2 Development speed
1.2.3 Geographic distribution of beer output
1.2.4 Proportion of beer output to the total alcohol beverage* output
1.3Performance
1.3.1 Labor productivity
1.3.2 Sales profit, operational profit, total profit
1.3.3 Total profit, total loss of losing enterprises, and the balance of the two
1.4 Beer raw material supply
2 Product
2.1 Variety of beer in China
2.2 Beer quality
2.3 Package
2.3.1 Package structure
2.3.2 Movement of package structure
2.3.3 Price
3 Enterprises
3.1 General situation
3.1.1 No. Beer breweries in 1996 and 1998
3.1.2 Proportion of sales made by domestic breweries and foreign funded
breweries
3.1.3 Proportion of profit made by domestic breweries and foreign funded
breweries
3.1.4 Number of profit making and losing breweries
3.2 19 breweries with each output over 0.2 million tons
3.3 Foreign funded enterprises
3.3.1 Foreign investment
3.3.2 Output of foreign funded enterprises
3.3.3 Output of foreign brand beer produced domestically
3.3.4 Production permit
4 Breweries grouping by sales revenue
4.1 Total breweries grouping by sales revenue
4.1.1 Contribution of each enterprise group to the national total sales
4.1.2 Proportion of major brewery group by sales
4.1.3 Profit margin of each group
4.1.4 Sales revenue per employee by group
4.1.5 Proportion of the number of profit making breweries against the total
in each group
4.2 Domestic breweries grouping by sales revenue
4.2.1 Contribution of each enterprise group to the total sales of domestic
breweries
4.2.2 Proportion of major brewery group by sales
4.2.3 Profit margin of each group
4.2.4 Sales revenue per employee by group
4.2.5 Proportion of the number of profit making breweries against the total
in each group
4.3 Foreign funded breweries grouping by sales revenue
4.3.1 Contribution of each enterprise group to the total sales of domestic
.breweries
4.3.2 Proportion of major brewery group by sales
4.3.3 Profit margin of each group
4.3.4 Sales revenue per employee by group
4.3.5 Proportion of the number of profit making breweries against the total
in each group
5 Export and import
5.1Export
5.1.1 Export volume
5.1.2 Main export countries
5.2Import
5.2.1 Beer import from 1995 to 1999
5.2.2 Beer import by origin
5.2.3 Import duty
6 Market
6.1 Market size
6.2 Market potential
6.2.1 Per capita consumption
6.2.2 Population
6.2.3 Estimation of boundary of beer market
6.3 Market segmentation
6.3.1 Market segmentation, origin (import / domestically produced) specific
6.3.2 Market segmentation, price specific
6.3.3 Market segmentation, urban/rural specific
6.3.4 Market segmentation in urban area, retailer specific
6.3.5 Market share of each grade of beer in urban area in terms of sales revenue
6.3.6 Market segmentation, retailer specific
6.4 Competitive position of top brands in large cities
6.4.1 Market share by top 10
6.4.2 Market share by top 7 in the four regions
6.5 Distribution channel
6.6 Company Commitment in the market
6.6.1 Acquisition and merge
6.6.2 Advertisement
6.6.3 Direct selling
6.6.4 Local production and local marketing
6.6.5 New product development
6.6.6 Low price for local residents
6.6.7 Beer festival
6.6.8 Local protection
6.6.9 Asahi’s ambition
7 Conclusions and recommendations
7.1 Conclusions
7.2 Recommendations
Figures
Figure 1 Increase of beer output (1990-1999)
Figure 2 Annual growth rate of beer output (1990-1999)
Figure 3 Annual increment of beer output
Figure 4 Rank of provinces in terms of output in 1999
Figure 5 The 10 provinces produced 67.85% of China’s beer in 1999
Figure 6 Ranking of annual growth rate of beer output by province
Figure 7 Increase of proportion of beer output against the total output of alcohol
beverage
Figure 8 Labor productivity
Figure 9 Sales profit, operational profit and total profit
Figure 10 Total profit, total loss of losing enterprises and the balance of the two
Figure 11 Import of barley, malt and hops (1996-1999)
Figure 12 Proportion of import barley to domestic barley need
Figure 13 Proportion of different kinds of beer package
Figure 14 Mean price and weighed mean price of import beer in 1999
Figure 15 Mean price of domestically made beer <3 yuan and >3 yuan in 1999
Figure 16 Changes in number of total and foreign funded enterprises
Figure 17 Contribution of domestic and foreign funded breweries to the
Figure 18 Contribution of domestic and foreign funded breweries to the industry
total profit
Figure 19 Number of profit-making and losing breweries
Figure 20 Foreign capital investment from 1995 to 1997
Figure 21 Proportion of beer output by JV to the national total from 1995 to
Figure 22 Output of foreign brand beer from 1995 to 1998
Figure 23 Broken down the national total sales by brewery group
Figure 24 Proportion of sales of major brewery groups
Figure 25 Distribution of profit margin by group (total profit/sales in each group)
Figure 26 Distribution of sales value per employee by group
Figure 27 Percentage of profit making breweries in each group
Figure 28 Broken down the domestic brewery total sales by brewery group
Figure 29 Proportion of sales of major brewery groups
Figure 30 Distribution of profit margin by group (total profit/sales in each
Figure 31 Distribution of sales value per employee by group
Figure 32 Percentage of profit making breweries in each group
Figure 33 Broken down the domestic brewery total sales by brewery group
Figure 34 Distribution of profit margin by group (total profit/sales in each group)
Figure 35 Distribution of sales value per employee by group
Figure 36 Percentage of profit making breweries in each group
Figure 37 Change of beer export volume from 1995 to 1998
Figure 38 Distribution of beer import destination by volume in 1999
Figure 39 Comparison of export volume and export value by country in 1999
(in percentage)
Figure 40 A rise of beer import from 1995 to 1999
Figure 41 Distribution of beer import origin by volume in 1999
Figure 42 Comparison of beer import volume and value by origin in 1999
(in percentage)
Figure 43 Per capita consumption of 6 countries
Figure 44 Predicted population for the coming 50 years
Figure 45 Proportion of beer sales revenue by import / domestically produced
Figure 46 Proportion of beer sales value by price
Figure 47 Beer consumption in urban and rural areas
Figure 48 Composition of beer consumed in urban area in terms of volume
Figure 49 Market share of different grade of beer
Figure 50 Sales distribution of high-grade beer
Figure 51 Sales distribution of medium grade beer
Figure 52 Sales distribution of ordinary grade beer
Figure 53 Sales distribution of tin-beer
Figure 54 Sales distribution of beer in barrel or bulk
Figure 55 Market share of top 10 brand beers rose from 63% in 1997
Figure 56 Brand beers that market shares went up
Figure 57 Brand beers that market shares went down
Figure 58 Market share of brand beer in northeast region (%)
Figure 59 Market share of brand beer in north region (%)
Figure 60 Market share of brand beer in southwest region (%)
Figure 61 Market share of brand beer in south region (%)
Figure 62 Distribution channel of local made beer
Figure 63 Distribution channel of imported brand beer
Figure 64 Top 10 advertisers in terms of expenditure
Figure 65 Top 10 advertisers in terms of ad time
Figure 66 Top 10 advertisers in terms of ad frequency
Tables
Table 1 Beer output of 10 provinces and the percentage against the total in 1999
Table 2 Proportion of beer output to the total alcohol beverage output
Table 3 Mean prices of import beer and domestically made beer in 1999
Table 4 Names of beer enterprises with each output of more than 0.2 million tons
in 1999
Table 5 Beer export volume (1995-1998)
Table 6 Beer import from 1995 to 1999
Table 7 Rank of market shares by top 10 brand beers in 1997 and 1999
Table 8 Shares of domestic and foreign brand beers among top 10