（19页PPT）某著名企业CityreportGDShantou.pptVIP

Shantou

PartII:CityMarketOverview

1.MarketsizemarketshareTotalMarketSize2002410,000HLSEstimategrowthrateinpast3years7%Estimategrowthrateinnext3years5-9%Keybrands’marketshare(2002)KeybrandsvolumesharesLeadingbrands Salesvolume2002Budweiser 150,000Tsingtao 50,000PearlRiver 40,000Huiquan 30,000BlueRibbon 20,000Leadingbrandtotal 290,000Totalsize 410,000Shareofleadingbrand 70.7%Unit:HLSSource:PwCresearch ChinaBeerAssociation

2.VolumesharebypricepointsMarketsharebypricepoint*RMB/QuartBottleforoff-premiseretailingpriceSegments Definition* KeybrandsIPS 5 Budweiser HeinekenStandards 2.5-5 Tsingtao PearlRiverSavings 2.5 HuiquanLeadingbrandsineachsegmentSource:PwCresearch ChinaBeerAssociation

3.VolumesharebypacktypeMarketsharebypacktypeSegment Size KeybrandsQuartbottle 500~700ml Budweiser Tsingtao Huiquan KingwayPintbottle 330~350ml Budweiser Heineken BlueRibbonCan 330~355ml Budweiser BlueRibbon TsingtaoBarrel 20~50l CarlsbergLeadingbrandsineachsegmentSource:PwCresearch ChinaBeerAssociation

4.On-premiseandoff-premisevolumeshareHypermarketSupermarketConvenienceStoreKioskRestaurantEntertainmentOff-premise37%On-premise63%Source:PwCresearch

5.RecentpromotionactivitiesofkeybrandsBudweiserTsingtaoDiscountbbplimentarybbbPrizewithinpackagebbbFreedrinkbbbLuckydrawbbSameprice,largesizebPromotionpackagebCouponbGiftsbPointsaccumulationbKeypromotionsPearlRiverSource:PwCresearch

6.KeyplayerstrademarginsDistributionchannelBudweiser(24*QuartBottle)PearlRiver(24*QuartBottle)Tsingtao(24*QuartBottle)Manufacturer1sttierwholesaler2ndtierwholesaler1191201240.8%3.3%54-5555-56571.8%2.7%5253551.9%3.8%Source:PwCresearch ChinaBeerAssociation

7.Keybrandsineachoff-premiseoutlettypeandtypic