The Beer market in the People's Republic of China

Résumé du document

One fateful day in ancient Egypt (or perhaps China), a grain storage pit accidentally filled with warm water and fermentation occurred. A brave soul tasted this nasty concoction, felt the world's first beer buzz, and the rest is history. While the Chinese were some of the world's first distillers, they chose to take the path of rice wines and other alcoholic beverages; therefore, the magic of Beer in China is only a recent phenomenon. The first generation of breweries arrived as the Western Powers were laying claim to sections of China under various treaty arrangements. The city of Harbin, under Russian influence, opened China's first brewery in 1900. China's current largest exporter and most famous brand of beer, Qingdao, was founded in the German treaty port of Qingdao in 1903. The Budweiser's manufacturer: Annheuser-Busch won in June the battle against his rival, SABMiller, making the first big repurchase operation in China. Annheuser-Busch took control of Harbin Brewery (the oldest brewering group in China), with the first takeover bid leaded by a foreign group in PRC. The operation cost for Annheuser-Busch is about 635 million Euros.

Extraits

[...] Tsingtao said its market share is growing by per year. Nevertheless of the products are sold in the Mainland Yanjing beer Beijing Yanjing Beer Group Corporation, with its quality beer and first class beverage products has developed itself from the former Yanjing Brewery to the present day group of companies categorized by the state. The corporation was started in 1980. In 1997, it completed the shareholding system restructuring and pooled fund to establish Beijing Yanjing Beer Co., Ltd, pumping vitality into the enterprise. [...]

[...] CCBC Business Trend; 4th april 2003 version. China's Beer War; Insead Euro-Asia Centre; 2001. [...]

[...] Qingdao had been a German colony since 1898, when the Chinese government was forced to grant Germany a 99-year lease. In the early 20th century beer was not a popular drink in China, but the demand of the German population made opening TsingTao Beer brewery a necessary. Following WWII and the Chinese civil war, TsingTao Brewery became a state owned enterprise under the PRC. As beer consumption became more popular among the Chinese, TsingTao with its government backed advantage, became the official beer of China. [...]

[...] In fact, Tsingtao is the number-one branded consumer product exported from China. Eighty percent of beer exported out of China bears the TsingTao label. It is the best selling and most well known Asian beer in the United States. TsingTao brand is also sold in more than 40 countries around the world Import Chinese barley importations are increasing thanks to the vigorous growth to annually) of beer consumption. To meet the current malting barley shortfall, China relies on importing in excess of 1.5 million Tonnes of malting grade barley. [...]

[...] Market potential 3. Market caracteristics Fragmentation Price Sensitivity Local/Locality and Brand Awareness 4. Competitive position of top brands in large cities 5. Company strategies and market trends Product differentiation Innovation IV. Enterprises 1. General situation 2. The domestic beer brands in China Chinese plants output The most important breweries in China TsingTao Beer Yanjing beer Zhujiang 3. Foreign enterprises and strategies to penetrate this market Anheiser-bush SAB-miller Interbrew .V. Export and import 1. Export 2. Import VI. [...]