普华永道——City report_FJ_All_030731.ppt

Supermarket Convenience Store Restaurant (Chinese Western food) Entertainment Off premise* 70%* On premise 30% * Almost none of hypermarkets and kiosks can be found actually in Putian 4. On-premise and off-premise volume share Source: PwC research 5. Consumer promotions Sedrin Huiquan Discount b b Complimentary b b Prize within package b b b Free drink b b Lucky draw b b b Same price, large size b b b Promotion package Coupon b b b Gifts b b b Points accumulation b b b Key promotions Tsingtao (White Shark) Source: PwC research Distribution channel Manufacturer 1st tier wholesaler 2nd tier wholesaler Huiquan (24*Quart bottle) 40 43 45 7.5% 4.7% Sedrin (24*Quart bottle) 42 45 47 7.1% 4.4% 6. Key players trade margins Source: PwC research China Beer Association Brand SKU Typical purchase price Typical sales price Margin Supermarket Sedrin (Chaoshuang) 620 ml 2.0 2.3 15% Convenience store Sedrin (Chaoshuang) 620 ml 2.1 2.5 19% Kiosk Sedrin (Xinxiaomai) 620 ml 2.33 2.5 7% Unit: Rmb 7. Key brands in each off-premise outlet type and typical retail margins Source: PwC research Brand SKU Typical purchase price Typical sales price Margin Restaurants Sedrin 620 ml 4.5 6.0~8.0 30%~80% Huiquan 620 ml 3.8 5.0~8.0 30%~110% Entertainment Budweiser 330 ml 7.0 15-20 115%~185% Heineken 330 ml 7.5 15-20 100%~170% 8. Key brands in each on-premise outlet type and typical retail margins Unit: Rmb Source: PwC research Brand image Price point Sales volume Profits Quality Sales support Package Supermarket Convenience store* Kiosk* Note: ① for most important factor, ②for secondly important, ③ for thirdly important ③ ② ① ③ ② ① ① ② ③ * Local kiosk and Convenience store are required to sell Sedrin beer only by local government, which is the main reason why Sedrin monopolizes the market 9. Purchasing criteria of retailers Source: PwC research Percentage by distribution channels* Key brand 1 Multi-tier 2 1st Tier 3 Direct Sedrin 0% 95% 5% Hui