普华永道——City report 0804.ppt

14. Key brands image Santai Budweiser Tsingdao Suntory High quality ★ ★ ★ ★ Money saving ★ ☆ Popular ★ ☆ Individualized ★ ☆ Outdated Innovative ☆ ★ ☆ Slap-up ★ ☆ Long history ☆ ★ ★ Famous ★ ★ ★ Frequently advertised ★ ★ ★ ★ Energetic ★ ☆ Diverse tastes ★ ☆ Source: PwC research Note: Ratings between 1-5 (most suitable) were given by consumers on the major brands, ★ means average rating higher than 4, ☆ means average rating between 3.75 to 4. First Tier Home Second Tier Chinese restaurants Dapaidang (street food shelter) Where to buy (off-premise) First Tier Supermarket Second Tier Kiosk Convenience store 15. Consumption occasions of consumers Consumption occasions Source: PwC research Hangzhou Market Overview Zhejiang 1. Market size market share Key brands’ market share(2002) Leading brand Sales volume 2002 Xihu 990,000 Zhonghua 550,000 Huoliwang 400,000 Qiandaohu 300,000 Fuchunjiang 150,000 Leading brand total 2,390,000 Total size 2,960,000 Share of leading brand 80.7% Total Market Size 2002 2,960,000 HLS Estimate growth rate in past 3 years 3.1% Estimate growth rate in next 3 years 3~5% Key brands volume shares Source: PwC research China Beer Association Unit: HLS Segments Definition* Key brands IPS 5 Xihu Zhonghua Budweiser Standards 2.5-5 Xihu Zhonghua Qiandaohu Savings 2.5 Xihu Zhonghua Huoliwang 2. Volume share by price points Leading brands in each segment * RMB / Quart Bottle for off-premise retailing price Source: PwC research China Beer Association Market share by price point Segments Size Key brands Quart bottle 500~700ml Xihu Zhonghua Huoliwang Pint bottle 330~350 ml Zhonghua Xihu Budweiser Can 330~355 ml Xihu Zhonghua Budweiser Barrel