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Country Report

China Flag Beer in China

| Pages: 47

Price: US$990

About this Report

Executive Summary

TRENDS

  • The most obvious trend in 2015 was the continual increase in volume sales of mid-priced and premium brands. Major players emphasised their high quality of material and unique brewing technology used, to build their high-end brand image. Companies were able to gain a competitive advantage by providing added-value products to meet their target audience’s needs. Meanwhile, expanding their premium products’ volume share enabled companies to generate higher profits. For example, Tsingtao Brewery Co Ltd kept promoting its premium brands such as its Augerta 1903 draught beer to maintain its position in domestic premium beer.

COMPETITIVE LANDSCAPE

  • In 2015, China Resources Beer held the leading position in beer with a 25% volume share. Even though the company experienced shrinking volume sales of economy lager, which occupied the largest proportion of its product portfolio, the company generated the largest volume share by promoting its premium and mid-priced brands. Moreover, a series of marketing activities supported China Resources Beer in optimising its brand profile, such as summer music campaigns in numerous cities and a “Jiang Xin Ying Zao” photography competition in cooperation with Tsinghua University. In addition, higher brand-awareness and a greater penetration level contributed to the company’s volume sales.

PROSPECTS

  • Beer is expected to register low volume growth in the forecast period. Major players will benefit from strategically upgrading their brands’ image and optimising their production portfolio, as they will be able to maintain profits and attract younger drinkers. Moreover, sport events always drive beer consumption, and the coming Olympic Games and FIFA World Cup will boost the development of the category. Even though the anti-extravagance campaign and slower economic growth will still negatively influence alcohol consumption, beer will recover and regain volume sales at a sustained level in the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in China with research from Euromonitor's team of in- country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in China market research report inclyudes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in China?
  • What are the major brands in China?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Beer in China - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 1 Lager by Price Band 2015

CATEGORY DATA

  • Table 1 Sales of Beer by Category: Total Volume 2010-2015
  • Table 2 Sales of Beer by Category: Total Value 2010-2015
  • Table 3 Sales of Beer by Category: % Total Volume Growth 2010-2015
  • Table 4 Sales of Beer by Category: % Total Value Growth 2010-2015
  • Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2010-2015
  • Table 6 Sales of Beer by Off-trade vs On-trade: Value 2010-2015
  • Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 9 GBO Company Shares of Beer: % Total Volume 2011-2015
  • Table 10 NBO Company Shares of Beer: % Total Volume 2011-2015
  • Table 11 LBN Brand Shares of Beer: % Total Volume 2012-2015
  • Table 12 Production, Imports and Exports of Beer: Total Volume 2009-2014
  • Table 13 Imports of Beer by Country of Origin: Total Volume 2009-2014
  • Table 14 Imports of Beer by Country of Origin: Total Value 2009-2014
  • Table 15 Exports of Beer by Country of Destination: Total Volume 2009-2014
  • Table 16 Exports of Beer by Country of Destination: Total Value 2009-2014
  • Table 17 Forecast Sales of Beer by Category: Total Volume 2015-2020
  • Table 18 Forecast Sales of Beer by Category: Total Value 2015-2020
  • Table 19 Forecast Sales of Beer by Category: % Total Volume Growth 2015-2020
  • Table 20 Forecast Sales of Beer by Category: % Total Value Growth 2015-2020

Beer in China - Company Profiles

China Resources Beer (Holdings) Co Ltd in Alcoholic Drinks (China)

STRATEGIC DIRECTION

KEY FACTS

China Resources Beer (Holdings) Co Ltd in Alcoholic Drinks (China)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 China Resources Beer (Holdings) Co Ltd: Key Facts
  • Summary 3 China Resources Beer (Holdings) Co Ltd: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 4 China Resources Beer (Holdings) Co Ltd: Competitive Position 2015

Alcoholic Drinks in China - Industry Context

EXECUTIVE SUMMARY

Volume sales of spirits and wine recover in 2015, while beer’s sales fall because of low summer temperatures

RTDs remains the category with the most dynamic growth

Domestic companies are competitively positioned to dominate the market

Internet retailing posts the greatest value sales rise among distribution channels

Higher total volume CAGR is expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Consumption is greater among younger consumers

Niche categories gain more attention in alcoholic drinks

Affordable imported products gaining in popularity

Key new product launches

  • Summary 5 Key New Product Developments 2015

TERRITORY KEY TRENDS AND DEVELOPMENTS

East China

Mid China

North and Northeast China

Northwest China

South China

Southwest China

MARKET BACKGROUND

Legislation

  • Table 21 Number of On-trade Establishments by Type 2010-2015

TAXATION AND DUTY LEVIES

  • Summary 6 Taxation and Duty Levies on Alcoholic Drinks 2015
  • Table 22 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2015
  • Table 23 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2015
  • Table 24 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2015
  • Table 25 Selling Margin of a Typical Wine Brand in Retail Channel Which Uses Wholesalers 2015
  • Table 26 Selling Margin of a Typical Wine Brand in Retail Channel Which Does Not Use Wholesalers 2015
  • Table 27 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2015
  • Table 28 Selling Margin of a Typical Spirits Brand in Retail Channel Which Does Not Use Wholesalers 2015

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

MARKET INDICATORS

  • Table 29 Retail Consumer Expenditure on Alcoholic Drinks 2010-2015

MARKET DATA

  • Table 30 Sales of Alcoholic Drinks by Category: Total Volume 2010-2015
  • Table 31 Sales of Alcoholic Drinks by Category: Total Value 2010-2015
  • Table 32 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2010-2015
  • Table 33 Sales of Alcoholic Drinks by Category: % Total Value Growth 2010-2015
  • Table 34 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2015
  • Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2015
  • Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2015
  • Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2015
  • Table 38 Sales of Alcoholic Drinks by Region: Total Volume 2010-2015
  • Table 39 Sales of Alcoholic Drinks by Region: Total Value 2010-2015
  • Table 40 Sales of Alcoholic Drinks by Region: % Total Volume Growth 2010-2015
  • Table 41 Sales of Alcoholic Drinks by Region: % Total Value Growth 2010-2015
  • Table 42 GBO Company Shares of Alcoholic Drinks: % Total Volume 2011-2015
  • Table 43 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2010-2015
  • Table 44 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2015
  • Table 45 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
  • Table 46 Forecast Sales of Alcoholic Drinks by Category: Total Value 2015-2020
  • Table 47 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
  • Table 48 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
  • Table 49 Forecast Sales of Alcoholic Drinks by Region: Total Volume 2015-2020
  • Table 50 Forecast Sales of Alcoholic Drinks by Region: Total Value 2015-2020
  • Table 51 Forecast Sales of Alcoholic Drinks by Region: % Total Volume Growth 2015-2020
  • Table 52 Forecast Sales of Alcoholic Drinks by Region: % Total Value Growth 2015-2020

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
    • Lager
      • Flavoured/Mixed Lager
      • Standard Lager
        • Premium Lager
          • Domestic Premium Lager
          • Imported Premium Lager
        • Mid-Priced Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
        • Economy Lager
          • Domestic Economy Lager
          • Imported Economy Lager
      • Lager by Origin
        • Domestic Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
        • Imported Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
    • Non/Low Alcohol Beer
    • Stout

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Pricing
  • Products by Ingredient
  • Trade Statistics - Value
  • Trade Statistics - Volume

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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