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

Shenzhen

PartII:CityMarketOverview

1.MarketsizemarketshareTotalMarketSize20022,170,000HLSEstimategrowthrateinpast3years5%Estimategrowthrateinnext3years3-6%Keybrands’marketshare(2002)KeybrandsvolumesharesLeadingbrands Salesvolume2002Kingway 990,000Tsingtao 640,000PearlRiver 350,000Leadingbrandtotal 1,980,000Totalsize 2,170,000Shareofleadingbrand 91.2%Unit:HLSSource:PwCresearch ChinaBeerAssociation

2.VolumesharebypricepointsMarketsharebypricepoint*RMB/Litreforoff-premiseretailingpriceSegments Definition* KeybrandsIPS 5 Heineken BudweiserStandards 2.5-5 Kingway Tsingtao PearlRiverSavings 2.5 N/ALeadingbrandsineachsegmentSource:PwCresearch ChinaBeerAssociation

3.VolumesharebypacktypeMarketsharebypacktypeSegment Size KeybrandsQuartbottle 500~700ml Kingway Tsingtao PearlRiverPintbottle 330~350ml Heineken Tsingtao BudweiserCan 330~355ml Kingway SanMiguelBarrel 20~50l Kingway CarlsbergLeadingbrandsineachsegmentSource:PwCresearch ChinaBeerAssociation

4.On-premiseandoff-premisevolumeshareHypermarketSupermarketConvenienceStoreKioskRestaurant(Chinesefood)EntertainmentRestaurant(Westernfood)Off-premise44%On-premise56%Source:PwCresearch

5.RecentpromotionactivitiesofkeybrandsKingwayTsingtaoDiscountbbplimentarybbbPrizewithinpackagebbbFreedrinkbbbLuckydrawbSameprice,largesizebPromotionpackagebCouponGiftsbPointsaccumulationbKeypromotionsPearlRiverSource:PwCresearch

6.KeyplayerstrademarginsDistributionchannelKingway(24*QuartBottle)Tsingtao(24*QuartBottle)PearlRiver(24*QuartBottle)Manufacturer1sttierwholesaler2ndtierwholesaler54-5555-56581.8%4.5%5152552.0%5.8%5253551.9%3.8%Source:PwCresearch ChinaBeerAssociation

7.Keybrandsineachoff-premiseoutlettypeandtypicalretailmarginsBrandSKUTypicalpur