The Battle of the central Plains: Yan Beer 227 million shopping Yushan

China Resources Snowflake 27 million acquisition of Henan Yue Spring beer, another beer giant yanjing beer will also expand the pace of the central Plains. August 24, Beijing Yanjing Beer Co., Ltd. Deputy secretary of the party committee Ding said Yanjing Beer (000729) has recently invested 227 million yuan to acquire Henan's third largest beer manufacturer, Henan Yushan Beer, holding its 90% stake.　　After the acquisition, Yanjing Beer in Henan region will have 400,000 tons of beer production capacity. Founded in 1981, Yushan Beer is headquartered in Jiaozuo, Henan Province, 2009, the completion of beer production of 227,000 tons, is in addition to Henan Venus and snow beer group outside Henan's third largest beer manufacturers. Group subordinate the original Jiaozuo fraternity, Zhumadian Suiping, Shanxi Yuci 3 subsidiaries.　　December 15, 2006, Shanxi Yuci's subsidiary was China Resources Snowflake to buy 139 million yuan, and the Yanjing acquisition is the remaining two local factories in Henan. Before 2010, Henan province was just a market coveted by beer giants, but there was no real consolidation.　　But from the beginning of 2010 China Resources Snow 27 million acquisition of Henan Yue Spring beer, Henan Venus Beer A single big situation also faces challenges. Henan Province Wine Industry Association president Xiang Yuliang Forecast 2010 must be Henan Province beer market integration year. The second quarter just passed, Yue Spring and Yushan respectively by Huarun Snow and yanjing beer acquisition. "True integration has just begun.　　"Xiang Yuliang said. There are about 25 beer enterprises in Henan province and about 42 factories. Beer consumption in the province is about more than 2 million tons a year.　　Venus is the only country in Henan province, the brand of the market layout, in addition to the Victoria, Oak, Yushan and other brands in more than 2 regions have wineries, the remaining many brands are widely distributed in the province around the market, production and sales are under 100,000 tons, most of the layout in the surrounding counties.　　In Xiang Yuliang's view, apart from Venus, the major local brewery is difficult to escape the acquisition of fate. China Resources Snowflake In addition to the dust settled Yue Spring acquisition, in July, outgoing will be 70 million to buy the Austrian beer, a time of uproar. And one of the big Three green beer also lonely, once outgoing will buy Henan ranked second-dimensional snow beer. Data show that the Virgin Beer Group has an annual output of 600,000 tons of beer production capacity. If the green beer to take snow will increase the capacity of 600,000 tons; if China resources snowflakes win the Austrian, plus its previous acquisition of Yue Quan, snowflakes will add 500,000 tons of capacity; and yanjing choose to buy the Yushan will also increase its capacity, and the official statement is different, one employee inside the Hill said,　　Yanjing plans to increase capacity in three years from the current more than 200,000 tons to more than 500,000 tons, will account for about 20% of Henan market share.　　Henan Venus Beer Group is the number one in Henan base of the current production capacity of about more than 2 million tons, concentrated in the mid-range beer market, about 60% of Henan Beer total market share, in Henan Province has a relatively complete layout and marketing channels. The main sales area of Henan Yushan Beer Group, which was acquired by Yanjing, was county channel and rural channel. "County-level channels account for three of total salesOne of the rural channels is two-thirds.　　"One of the hill beer interior staff said. China Resources Snowflake Although is not sure whether to buy the Austrian, but it to China Resources Snowflake (Anhui) company for the layout, has begun to attack the Henan market, green Beer also to Henan peripheral provinces into Henan. "For example, China resources snow into the market, relying on strong capital, high brand awareness, and then do some buy a promotional activities, local brands can not support."　　"Xiang Yuliang said.　　Yanjing acquisition of Jiaozuo and Zhumadian two wineries are located in the central axis of Henan province, Yanjing as long as the financial support can easily be covered by the market network to the province. Insiders judge, Henan Market can effectively connect its in Hebei, Shandong, Shanxi and Hubei regional markets, laying the foundation for the national market layout.