中国啤酒行业发展浅析

Analysis of China beer industry development

中国啤酒行业发展历经百年，而从20世纪初传承下来的啤酒品牌却只有哈尔滨和青岛两大品牌。如今国内规模以上的啤酒企业有500多家，已经成为全球头号啤酒生产大国。在过去10年间，我国啤酒产量保持着年均10％以上的增长速度。

In the last 10 years, China beer output keeps increasing by 10% annually. Shandong, Henan, Guangdong, Zhejiang and Jiangsu are the main beer producing areas. In 2008, the output in Shandong reaches 4.73 million tons, followed by Henan (3,81 million tons) and Guangdong (3 million tons). The top five provinces contributed 40.9% output of the total in the country. In 2009, China beer industry has not been impacted by global economic downturn. In the first half of 2009, the accumulated output of beer product is 20.513 million tons, increased by 0.41% on a year-on-year basis. The output reached 4.874 million tons increased by 8.8% on a year-on-year basis. The increase slows down slightly compared to May, but still goes up 5.21% compared to the same period of last year. The main beer brands are all boosting high-end market. Snow Beer and Tsingdao Beer strengthen premium draft beer promotion. Zhaori Beer stops business in low-end market instead of share-participation of Tsingdao attempting to enter of high-end market. In the next five years, China beer industry will continue to develop stablely. The consumption structure is upgrading. The consumption in the middle and west China will increase further, while the consumption will tend to premium products in east China. Some optimistic people regard global financial crisis as an opportunity for China to adjust economic structure and upgrade industry. Also, China beer industry could be benefited. China will support to develop domestic market by Macro-strategy. On the other hand, the strong ability to resist risk will attract foreign investment to China market. These are all beneficial to market development and competition integration. The combination of capital and market will cultivate world-class breweries. The domestic market has immense potential. The sales volume of Tsingdao Beer's primary brands increased 24.4% in 2008. Budweiser Wuhan also achieved 24.5% increase rate in 2008. Compared to the average increase rate 5.5% in the industry, premium products show considerable potential. Also, Carlsberg is gradually giving up the products targeting at low-end market and launching premium products to hold more market share.