Acquisition of third-line brand Carlsberg China comeback.docVIP

 PAGE \* MERGEFORMAT 7 Acquisition of third-line brand Carlsberg China comeback June 10, 2003, the world’s five largest beer brand beer, one of Dan Maijia Shibo Asia Limited and Yunnan Dali Beer Group signed a share transfer agreement, Carlsberg to 26.26 million U.S. dollars of the total acquisition of full ownership of Dali Beer Group, and bear the corresponding liabilities. Although the acquisition of Carlsberg beer to keep this relatively low-key attitude and did not do a lot of publicity, but a beer is not hard to see foreign investment to speed up the pace of seize the Chinese market. In fact, this is a stake in Carlsberg since 2000, will be sold to China Tsingtao to basically withdraw from the market, and the second close contact with the Chinese beer makers. Unlike in the past is that this acquisition did not occur Carlsberg first-tier cities, but focus more on the southwestern city of Dali beer, a local beer brands. This may be the face of Carlsberg beer, very competitive beer market in China made a strategic adjustment. Analysts believe that, due to the Chinese beer market has shown signs of Qingdao, Yanjing and China Resources Group, the three pillars of the three situation, the choice cut into second-tier cities, probably the beer of choice for foreign investment. First intimate contact China’s beer industry is a high degree of openness in one of the industries, the introduction of more foreign investment earlier. In 1998 the country had 95 joint ventures, beer production accounts for 32.80 percent of national output; there are nearly 40 brands of foreign beer in domestic production, the nation’s total output of 4.3%. The state no longer protect the beer industry, encourage or limit the special policies, domestic and foreign beer companies already face the challenge of foreign brands of beer, in a fierce competition. Carlsberg entered the Chinese market very early, while the large-scale investment to be traced back to 1996. In 1996, Carlsberg H