Chinese beer industry the future trend analysis.docVIP

 PAGE \* MERGEFORMAT 5 Chinese beer industry the future trend analysis A: 3 +3 pattern established second-tier brands hard to survive, and even collective extinction obvious differentiation trend of the industry. The so-called 3 +3 mode of the three main state-owned snowflakes, Qingdao, Yanjing brand InBev Budweiser, SAB (with 49% of the shares of the Snow Beer, Carlsberg three foreign brands mainly second-tier brands Zhujiang Beer, Venus Beer, Kingway as currently hovering in losses or low profitability, even the edge of the “prostitute”. The Chinese beer market as the world’s first consumer giants is undoubtedly a great temptation, InBev Budweiser in China has reached 4.6 million tons of total sales in the next few years, InBev in China will have 200 million investment 8-10 in the Chinese market will be 100 million tons of new plant layout, the target almost equal to 15 million tons. Beer market in China over the next three years to three ten million tons level: Snow Beer, Tsingtao Brewery, InBev Budweiser. Ten million tons level enterprise collision has not limitations to compete in a city of a pool site. Enterprise handedly seats and seize territory, Lee balance in one hand and grab the amount of profit to a new main competition. Second: from the traditional turf war to the brand war, protracted war blitzkrieg from the capital to the operator. The low value and high logistics characteristics of the beer industry decided the beer operations must rely on the branch as a springboard, not suitable for long-range attack, thus giving birth to the traditional beer industry is mainly a turf war combat. Occupy several counties and even one or two beer prefecture-level cities can achieve a ten-million tons level small and medium enterprises occupy a province of the market might Achievement megaton other large enterprises. Marketing turf war begins. Sites to a terminal one county township, a province to a prefecture-level city Throughout the beer industry