普华永道——City report_GD_Shenzhen_030801.ppt

* * Shenzhen Part II: City Market Overview 1. Market size market share Total Market Size 2002 2,170,000 HLS Estimate growth rate in past 3 years 5% Estimate growth rate in next 3 years 3-6% Key brands’ market share(2002) Key brands volume shares Leading brands Sales volume 2002 Kingway 990,000 Tsingtao 640,000 Pearl River 350,000 Leading brand total 1,980,000 Total size 2,170,000 Share of leading brand 91.2% Unit: HLS Source: PwC research China Beer Association 企业经营管理资料案例库 专业服务中国商界管理界精英！ 唯一官方网： 提供企业各类经营管理资料，巨量大型资料库为您助力扬帆！ 旺昌资料城 服务联系QQ：602429086 24小时电话2. Volume share by price points Market share by price point * RMB / Litre for off-premise retailing price Segments Definition* Key brands IPS 5 Heineken Budweiser Standards 2.5-5 Kingway Tsingtao Pearl River Savings 2.5 N/A Leading brands in each segment Source: PwC research China Beer Association 3. Volume share by pack type Market share by pack type Segment Size Key brands Quart bottle 500~700 ml Kingway Tsingtao Pearl River Pint bottle 330~350 ml Heineken Tsingtao Budweiser Can 330~355 ml Kingway San Miguel Barrel 20~50 l Kingway Carlsberg Leading brands in each segment Source: PwC research China Beer Association 4. On-premise and off-premise volume share Hypermarket Supermarket Convenience Store Kiosk Restaurant (Chinese food) Entertainment Restaurant (Western food) Off-premise 44% On-premise 56% Source: PwC research 5. Recent promotion activities of key brands Kingway Tsingtao Discount b b Complimentary b b b Prize within package b b b Free drink b b b Lucky draw b Same price, large size b Promotion package b Coupon Gifts b Points accumulation b Key promotions Pearl River Source: PwC research 6. Key players trade margins Distribution channel Kingway (24*Quart Bottle) Tsingtao (24*Quart Bottle) Pearl River (24*Quart Bottle) Manufacturer 1st