啤酒行业分析（Beer industry analysis）.docVIP

啤酒行业分析（Beer industry analysis） In Chinas mass consumer goods, the beer industry has the highest degree of marketization, competition is the most intense. In 2009, Chinas beer industry will turn where the wind vane? Wen / Sun Zhaoguang 2008 is unprecedented for Chinas beer industry. First, the enormous impact of beer raw materials on the industry. At the end of 2007, the main raw material of beer brewing barley and essential to spend the price per ton in 1600 yuan and 28 thousand yuan, and by the spring of 2008, the price skyrocketed to 6000 yuan per ton and 120 thousand yuan, so many beer companies or directly fall into a huge loss. Two is the sharp rise in production costs. Affected by the environment at home and abroad, rising water and electricity, coal, logistics transportation price; the state for the protection of arable land, the land rent from 3 yuan per mu to 9 yuan; the punishment method of highway overloading of vehicles, so accustomed to overload days of the beer industry feel very difficult. Three is the unprecedented opportunity which the Beijing Olympic Games brings. The Beijing Olympic Games, Budweiser, Tsingtao Beer Yan three foreign beer companies involved in the sponsorship, broke the Olympic Games an industry only selected a sponsor of the convention. Tsingtao, Yanjing beer to ferret out the Olympic business opportunities, benefit has become inevitable; large snowflakes take the difference, with the non Olympic marketing do the Olympic Games outside, a slice is also reasonable; the idea of participation also let other beer enterprises benefit. Four is unprecedented financial pressure. Beer industry is a season strong, relying on bank loans explosion production and marketing scale of the industry, with the changes in the financial environment, the bank tightening monetary policy, which caused many beer enterprises because of cash flow difficult and unsustainable. Affected by the soaring cost of production and the price of the product, in the two q