High-end market challenges the dominance of beer in China

Every reporter Chantri from Shenzhen after Qingdao, snowflakes, yanjing, Chongqing Beer, the Pearl River Pure beer before soon also launched a new offensive for high-end market. "Under the influence of the economic environment, this year the domestic middle and low beer market total growth is not large, full of potential high-end market has become the major beer giants of the focus of contention."　　"Insiders believe.　　In the face of the offensive, the majority of the high-end market share of the foreign beer brand Budweiser, Heineken, Carlsberg, etc. also dare not slack, which detonated this summer domestic beer and foreign beer in the high-end market competition.　　Shaodri, Chairman of China Brewery Association Beer Branch, said in an interview with the Daily economic news reporter that the product turned to the high-end market, will become the future trend of beer manufacturers in the next few years.　　Low-end beer profit margins this year, although the raw materials of beer, such as barley, hops and other prices have declined, but this does not change the beer industry generally lower profits of the reality.　　Shaodri to reporters that the current beer industry profits as low as a ton of beer only 100 yuan average, and, in low-end beer profits than average profit lower. Relevant data show that last year, China's beer sales have ranked first in the world for seven consecutive years, but the overall profit margin of China's beer industry is not high. "Domestic beer's ton of wine profitability is only one-tenth abroad."　　"Guo Hai securities food and beverage industry researcher Liu Jinxian introduced." It is understood that China currently has about 1500 beer brands, in addition to Qingdao, Yanjing, Zhujiang, Venus, Harbin, Huiquan and other minority brands, other brands are low-grade regional brands.　　According to the data from China Wine Industry Association, 45% of the enterprises in China's beer industry are on the verge of loss or deficiency, and about 32% of the enterprises are capital preservation, and less than 20% of the enterprises are developing well. International authoritative Research Institute Platologic latest statistics show that 2008 China's Snow beer sales reached 6.1 million tons, an increase of 19.1%, has surpassed the Budweiser Ale (sales reached 5.56 million tons), corona (3.27 million tons), Heineken (2.91 million tons) and other international brands,　　Become the world's first-year sales of beer brand. "Although the snow beer sales first, but in the domestic beer industry, the highest annual profit is Tsingtao beer." "Shaodri said.　　Tsingtao Beer (600600,SH) 2008 earnings showed that the company realized operating income of 16.023 billion yuan, to achieve net profit of 700 million yuan, an increase of 25.3%. "In general, the profits of high-end beers are 5~10 times higher than average beer," he said.　　Shaodri that the snow beer is mainly in the low-end market, Tsingtao beer mainly to do in the high-end market, so Tsingtao beer profits higher. National beer attack high-end market "because of the high profit of high-end market beer, many domestic beers at present increase the proportion of high-end market products."　　"Shaodri said. "Now the pure Beer production line accounts for about the 30%~40% of the group's capacity. "Zhujiang Beer" a senior to the "Daily economic news" reporter revealed that the Pearl River Pure Life this year from the most basic productionProduct packaging to the terminal display, and then to advertising, in the overall image of the infiltration of its high-end strategy.　　In addition to the pure line, the Pearl River Brewery plans to gradually shift production capacity to high-end products, such as the production of cans installed. "Middle and high-end market will be the important growth point of domestic beer, but also our main direction this year, the Pearl River beer high-end products in the last year to achieve a 12% growth, the first quarter of this year's growth has exceeded 12%."　　Said the above Pearl River Beer Senior. It is not the first beer maker to announce a competition for high-end markets this year.　　As early as March, has been to middle and low products mainly snow beer, its "Snowflake Pure products" article advertising has officially landed CCTV prime time. According to the introduction, the advertisement cost is 78.34 million yuan, the amount of the delivery is Qingdao beer (30 million yuan) 2.6 times times and yanjing beer (21.88 million yuan) 3.6 times times. At present, Snowflake Kim has been in most of the country's provincial capital city of modern channels of goods.　　Lisette Retail Research Institute monitoring data show that snowflakes Kim raw unit price even higher than Qingdao pure health. Kim Wei Beer related people also told reporters that Jinwei is also brewing into the high-end market.　　It is said that in the "Shenzhen 2011 world University students Summer Games" partners, Jinwei will use high-quality raw materials and Germany's advanced technology, the introduction of a personalized new products. In addition, yanjing beer in Sichuan also introduced yanjing fresh beer, yanjing pure health and other prices in the 8~15 yuan of high-grade products. Maotai beer is also the main "high-end" brand, a bottle price of up to 58 yuan.　　Previously, Qingdao Pure Health has said that this year will increase the "pure health" as the representative of high-end product development and promotion. Beer in the country, the Chinese Wine Industry Association Beer Branch data show that the current domestic beer market, medium and high-end beer is less than 20% of the share. But according to Just-drinks, the wine website, the global market for high-end beers is expected to reach 65.501 million litres by 2013, up 74.7% from 2006. The Asia-Pacific region will grow by 125% to 13.501 million litres, driven mainly by the Chinese market.　　This suggests that China's high-end beer consumption will increase rapidly in 2013. But Shaodri thinks, in our country development space big high-end market, current Budweiser, Heineken, Carlsberg occupy the market share of about 70%. This for the successive domestic beer manufacturers, is undoubtedly an insurmountable mountain.　　Moreover, in the face of domestic beer has been overweight high-end market product development and promotion, the three major foreign brands are also active attack and defense. Budweiser, which occupies 50% of the market share in the high-end market,　　January this year, the holding of Tsingtao Beer 19.9% stake in the sale, this March, the Budweiser Foshan Sanshui Company was officially put into production, and then immediately in May clearance of its holding Tsingtao beer remaining 7.01% of the shares, recently announced that its Tangshan company will be completed in September production. Industry insiders believe that in the past few years, although the Budweiser has been one of the shareholders of Tsingtao Beer, but the two are more like competitors, rather than"Competition + cooperation" relationship.　　Both in the domestic has a certain high-end market position, clearance of Tsingtao Beer shares, is the Budweiser ready to focus on the "internal strength" of the decision to consolidate high-end market. Carlsberg, Asahi and other foreign-funded enterprises are gradually withdrawing from low-end brands, the main push high-end products.　　There are media reports, in Shanghai, Beijing and other front-line city nightclubs, KTV venues, Budweiser, Carlsberg, Heineken between a variety of promotional battles played in full swing. The product structure of domestic beer manufacturers needs to be upgraded. The current consumption structure is still pyramid-shaped, the future will be developed into an oval, mainly in high-end consumption.　　"marketing expert Trize told reporters that domestic beer and foreign beer in the high-end market competition has become an inevitable trend."　　But in the face of such a strong and entrenched competitor, it is not easy for domestic beer to compete. Experts to build high-end marketing model beer "Consumers have a preconceived impression of the brand, and, this impression is difficult to change in the short term, so domestic beer to occupy the high-end market, must be a new brand into."　　"Marketing expert Trize that if domestic beer cut into the high-end market in the right way, or will break the high-end beer market in the role of foreign investment in the pattern." Trize For example, Hualong instant noodles have been positioned in the low-end, when they want to launch high-end products, consumers do not recognize the beginning, and then they launched a brand new-this Mairong, this has created a high-end product brand image. "The beer industry has to go this way if it wants to achieve leapfrog development." "Trize that building a new brand, after giving it a new orientation, also requires a variety of" high-end "ways to nurture the new brand.　　First of all, in the construction of channels, we can no longer continue to use low-end channels, but to lock the high-end channels. At the same time, beer manufacturers should abandon the original to do low prices, make discounts, to make rebate of the price war marketing model, to lock high-end crowd focus on marketing.　　For example, now many high-end people often surf the internet, then the network promotion is a very good way; now people pay attention to sports, entertainment, then can also use sports marketing, entertainment marketing methods; In addition, many people now work under pressure, then can be "relaxed", "passion" and other ways of life marketing. In addition, foreign brands can also learn from the mode of operation. For example, in the mode of investment, foreign brands in the channel business model is very strict, need to be selected in the local layer, and finally to hire in the high-end beer market more familiar with people to operate high-end beer marketing.　　This is because, the original to do low-end market people have formed a fixed mode of thinking, it is difficult to turn around. "Over the next 3-5 years, competition in the beer industry will focus on high-end beers." "Cui from the three forecasts, not only the future price competition, will also rise to capital, brand, integration of competition."