Beer declines in 10 provinces in the first quarter

The first quarter beer consumption showed negative growth in the provinces and cities (part) of cartography: Huang Jing Although competition is the eternal theme, but compared to previous years, the beer industry situation has been refreshed.　　The main beer companies, represented by China Resources Snowflake, Tsingtao Brewery and Yanjing Beer, are trying to open a different path from the past, as the industry's profit increases, major beer firms shrink their capital expenditures and the industry's growth potential shifts from the east to the Midwest. Recently, China Resources announced that the acquisition of Anhui Tianzhu, Liaoning Pine forest and Zhejiang Luo three brewery, three acquisition total investment cost of about 749 million yuan, of which about 633 million yuan in cash. Earlier, Yan beer in Foshan City, Guangdong Province, the two project announced expansion.　　In some second-line brand days become more and more difficult, to China resources snowflakes, green beer, Yan Beer as the representative of the national brand is rapidly in the national Gongchenglvede.　　The decline in 10 provinces and cities in the first quarter has been accompanied by an increase in profits from lower costs, as the beer industry is less embarrassed than selling water. Take Tsingtao Beer as an example. Due to the increase in barley prices to 500 U.S. dollars/ton in early 2008, the company acquired an average cost of $460-470/ton. Affected by this, the company's beer 2008 gross profit margin of 40.87%, the year-on-year decline of 0.97%.　　With a correction in the price of barley at the end of 2008, the price of green beer imports of Australian barley was reduced to $240/ton, starting in the second quarter of 2009, with lower-priced barley becoming more profitable. Last year, the overall price of beer industry was not only not reduced, but there is still an upward trend "2009 beer raw material decline did not lead to the decline in beer prices, beer prices compared to 2008 also increased.　　"Founder Securities analyst Chen Guangyao that price stability and production promotion will win double profit space for the industry." Still, major brewers have begun to squeeze capital spending. Jinzhiguo, chairman of Tsingtao Brewery Group, said in Hong Kong last month that it would compress investment projects and reduce capital expenditure to 900 million yuan this year.　　Last year the company had a total capital expenditure of 2 billion. Cr Snowflake, one of the major shareholders of China Resources venture director Chenlang said that in 2009, China Resources Venture will have 2.4 billion yuan for the Chinese resources Snowflake Group beer Business development in the market.　　Compared with the 4 billion in 2008, the amount of investment decreased by nearly half. Beer sales in eastern and central China have fallen sharply. Statistics show that in China's 32 provinces (urban areas), in the first quarter, 10 provinces (urban) beer production fell, 3 provinces (urban) single-digit growth, including Guangdong, Fujian, Hainan market declines of 9.8%, 6.9% and 7.5% respectively, while the Shanghai region is down 15.1%. Huangmao Securities analyst, said, mainly because the decline in exports led to a decrease in economic activities in coastal areas, migrant workers in the flow led to this phenomenon. "The western region is largely unaffected and there is widespread rapid growth." "Green beer, snowflakes, yanjing transformation efforts in this context, the main beerWine companies are trying to open up a different path from the past. According to China Wine Industry Association statistics show that China's beer industry 45% of enterprises in the margin of loss or micro-deficit, about 32% of the Enterprise capital preservation, only less than 20% of the enterprise development Good, profit space is larger.　　Upgrade the grade of products to mid-range wine as the main business strategy, the main beer enterprises in the second half of the goal. Following last year's medium-term change, strengthen the promotion of high-end pure beer, China Resources Snow this month jointly with Tsinghua University launched the Chinese ancient Architecture "Beijing five books."　　In the frequent brand activities behind the company is an important transformation.　　Oriental Securities analyst Linjing believes that China Resources Snowflake is currently in the capital drive to brand-driven, from market share indicators to the transformation of profit indicators, market share expansion and ton of wine profits will drive the growth of performance. "The pace of our brand promotion has lagged behind the increase in sales." For the future goal set in bigger, but also to do excellent huarun snow, to promote the brand is imperative.　　"China Resources Snowflake Guangdong Branch general manager Zhao Xifang prior to the reporter said."　　And in the implementation of product structure adjustment, expand the proportion of high-grade wine, 2008 Olympic sponsors Yanjing beer this year also to the heavy capital signed Phoenix satellite TV host Hu Yihu as a brand spokesperson for the promotion of brand value paving. At the same time, Yanjing's regional strategic layout began to accelerate. Taking the South China market as an example, at the end of last year, the total investment of yanjing beer amounted to 500 million RMB two expansion project 300,000 ton production line was completed in Foshan, which increased the annual output of yanjing beer from 100,000 tons to 300,000 tons. According to its general manager Yang Deming to reporters, last January-April, Guangdong Company sales growth of 68.8%.　　Although the data or benefited from the previous base is small, but yanjing in the Guangdong market is clearly beginning to enter the harvest period.　　In addition, yanjing beer to be able to master the subsidiary of Huiquan, Snow deer, the equity incentive will be actively phased out, the stock of the incentive to Li Quan is expected to be completed in the first half of 2009. However, the brand optimization, system and salary reform of Tsingtao beer are not lagging behind.　　Prior to the company to adopt a more flexible compensation scheme, in accordance with the increase in profits of 3%~6% to extract management compensation, management has maintained a good positive incentives, the company's governance advantages further.　　Integration of second-line companies into decisive battle nevertheless, with the changing situation, the regional pattern of the beer industry is clearly beginning to be in a delicate period. With the brutal competition and the dilution of profits brought about by the entry of each family, it is obvious that the South China can not "get the world".　　Chen Guangyao that, given the high base in the eastern provinces, the future growth rate of per capita consumption will slow down, and the growing potential of China's beer industry will come mainly from the relatively low per capita income and the relatively high proportion of rural population in the Midwest provinces. The integration of some second-line companies will quickly lay the industry pattern in the case of large captive objects becoming scarce. Still take the South China market as an example, including Tsingtao Beer, Cr Snow and Budweiser, the market outlook is still unclear. Who will eventually lay the victory? OrXu will still rely on the integration of some second-tier companies. Kim Wei Beer is the coveted object. Although the market has slipped in recent years, the foundation of Kim Wei Beer in Guangdong Market and its high-quality self-built plant is still not a common enterprise comparable.　　It is worth mentioning that as a provincial enterprises in Guangdong Province, the company's major shareholders have never intended to transfer the holding rights. Newspaper reporter Zhang Xiaohua