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China Beer Market Report, 2006-2007

Published: Feb/2007

Hard Copy  USD $ 1,500
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Since the reform and opening up, China beer industry has been developing rapidly for more than 20 years. In 2005, the beer output had broke the record of 30 million liters to 30.61 million liters for the first time, rising 5.2% year-on-year, and the output and sales volume has ranked first for four successive years. According to the latest data of National Statistics Bureau of China, in Jan-early Sep 2006, the beer output across China reached 28.4 million tons, increasing by 13.0% over the same period of 2005.

Sales Revenue and Growth Rate of Beer Industry


 

China beer output will still keep growing at a rate of around 5% during the 11th Five-year period despite of the large cardinal number. And due to the adjustment of the product structure, the development of the rural market as well as the gradually orderly market competition, the beer price will rise and so does the profit-making ability.

Currently, the per capita beer consumption in China has been near to 22 liters, but it is only about 10 liters in the central and western regions, and it is less than 5 liters in the rural areas with over 800 million populations. However, the present average level in the world is 30 liters, which is even more than 80 liters in the Occident countries. Moreover, the per capita beer consumption in Czechic, Ireland, Germany have exceeded 159 liters, 135 liters and 117 liters respectively while that in China is merely 1/8 of Czechic, 1/4 of America and 40% of Japan. If the per capita beer consumption in China reaches the international level (30 liters), the production scale would surge to 40 million tons with over RMB 100 billion sales revenues.

As China becomes the largest beer production country and the most important consumer market in the world, the foreign capitals have started enlarging the investment in Chinese market. The campaign of the world three giants in China has aroused the wide attention in the field. China beer enterprises will enter an international competition era in national market, which will focus on brand, strategy and capital instead of product, quality and service.

Nowadays, the integration trip in China beer industry is just set sail but it will be accelerated due to the entry of large number of foreign capitals, especially the speeding-up M & A and reorganization from multi-national beer corporations. The foreign-owned brewers have shared some of Chinese high-end beer markets since two years ago, and more and more foreign well-known brewers are expected to enter into Chinese market via M & A and integration in order to compete for shares in China beer market. Some enterprises will target at high-and medium-end markets and then dominate the medium-end market eventually.

As the standardization of the competition, more and more enterprises lacking the survival abilities will be eliminated, meanwhile, the successive entry of foreign capitals will have undoubtedly intensified the resources integration inside beer industry, which aims to make superior enterprises larger and more powerful and to integrate those less competitive medium-small enterprises.



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