Current situation of China's beer industry

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At present, the current situation of China's beer industry

the war of merger and renovation

Shandong beer industry, which has always been supported by Tsingtao Beer Group, also suffered the biggest setback in the past 10 years last year. The comprehensive economic benefits fell sharply, and the serious consequences caused by blind expansion and price war were exposed. The output of 42 beer production enterprises in the province was 2.83 million tons, basically the same as that in 2000; The sales revenue was 5.6 billion yuan, a decrease of 500 million yuan over the same period; The profit was 180 million yuan, a decrease of 50 million yuan over the same period. For example, in addition to the 190 million yuan profit of Tsingtao Beer Co., Ltd., the loss of the whole province reached more than 17.8 million yuan. Among the large-scale enterprises in the beer industry, there are more than 30 Tsing beer group enterprises and only more than 10 Yanjing group enterprises. Last year, in addition to the core enterprises, there were four enterprises with a profit of 10 million yuan in Tsingtao Beer Group, but not in Yanjing group. As a core enterprise, the profit of Tsingtao Beer Co., Ltd. increased by 9.9% year-on-year and Yanjing Beer Co., Ltd. decreased by 0.2% year-on-year. However, Yanjing still recorded the highest profit of 360 million yuan in the industry and still accounted for 21% of the profit of the beer industry

some insiders once compared Tsingtao Beer Group to "NATO" in the 1960s and 1970s, that is, within this group, there are the superpower United States and several developed countries in Western Europe, which are capable of supporting this organization together with the United States; Yanjing group is more like "the actual measurement of China is about 100mm", which is covered by the superpower Soviet Union. It should not only compete with the outside world with its own strong strength, but also support its "little brothers" within the group. This metaphor may not be appropriate, but we can still see some meaning from the analysis of the composition characteristics of Tsingtao beer and Yanjing groups. In terms of operation mode, Tsingtao beer has a large hand, while Yanjing is cautious. Tsingtao Beer's acquisition of enterprises has a wide range of radiation, especially around some developed regions and central cities, which provides fertile market soil for the long-term development of the group, such as the Pearl River Delta, Beijing, Shanghai, Xi'an and other places, which is conducive to achieving a win-win situation through reorganization and integration; Yanjing's collections are mostly in areas with relatively backward economic development level. According to Yanjing's own words, there are many "poor relatives". Even the largest "three holes" and "nameless", the surrounding economic conditions and market level are different from the major enterprises subordinate to Tsingtao beer

while the domestic beer industry and the media are talking about the so-called "Romance of the Three Kingdoms" (Qingdao, Yanjing and China Resources) of the beer industry, on the afternoon of March 29, 2002, a long silent voice finally refused to be lonely. Guangzhou Zhujiang Beer Group Co., Ltd. concluded a "friendship between Qin and Jin" with Interbrew group, one of the world's largest beer groups. According to the agreement, inteblu group will own 25% of the shares of the restructured Zhujiang Beer Co., Ltd. and become the largest shareholder outside Zhujiang Beer Group. In 2001, the annual output of Zhujiang Beer Group reached 750000 tons, the sales revenue reached 2.5 billion yuan, the profit and tax exceeded 600 million yuan, and the profit was more than 200 million yuan. Its strength ranked third in the domestic beer industry. The average sales growth rate of Beijing beer and Yanzhu beer increased by 9.9% last year, which was 2.9% higher than that of last year. In the past two years, the joint-stock reform of Zhujiang Beer Group has been in full swing, and will be listed in 2003. According to the analysis of insiders, since both Zhujiang Beer and inblue group are enterprises focusing on beer manufacturing, the cooperation between China and foreign countries is not only the operation of capital. Zhujiang Beer can take this opportunity to carry out a brand-new transformation of the enterprise in terms of management and technology, so as to raise the enterprise to a new height. At the same time, as a major beer group, inteblu group has a strong sales network, which is undoubtedly very beneficial for Zhujiang Beer's capital and market to expand abroad and participate in international competition. This alone is enough to maintain unique advantages for other domestic enterprises. Therefore, some people believe that with the launch of the "New Pearl River beer", China's beer industry will reshuffle, and the new pattern should have more new connotation than the "three strong forces"

it is both a battlefield and an experimental field

after nearly two years of expansion, the two beer giants of Qingpi and Yanjing will enter a digestion period and internal integration period, and the expansion speed of the enterprise will be slowed down by four internal hexagonal screws. Some experts predict that the first task of the two beer giants in 2002 is how to turn their "little mice" into "big tigers" to improve their profitability; China Resources Group, known as the "outsider" in the beer industry, is unlikely to achieve good benefits in the short term due to its disadvantages in management, brand and technology after almost crazy acquisition. However, people are still waiting to see whether the group's stalls will bring side effects if they are spread too large and too fast, and whether the whole group can establish its own brand image in the market competition; The newly established Zhujiang Beer Co., Ltd. relying on its strong strength will also have a strong shock in the industry and upset domestic peers. In this way, the "three strong forces" being formed at present are likely to be quickly replaced by the "four strong fight", and China's beer industry will enter a new period of integration and competition, so as to further promote the pace of structural adjustment of China's beer industry and improve the overall competitiveness of the industry

if we compare the data collection system group composed of high-speed analog-to-digital converter CPLD of Tsingtao beer and Yanjing ad companies to the "NATO" and "China pact" in the 1960s and 1970s, should "China Resources" be like a "multinational force" with unified command but fighting separately, or a "European Union" with strong alliance? Perhaps after the marriage of "Zhujiang" and "inteblu", it will also become a unified Germany? But no matter how metaphorically, the competition in China's beer industry will enter a white hot situation of "top four" fighting in the future, and this competition pattern is not only a competition among several major beer enterprises, but also a direct collision of four different development modes, no matter what the result is, China's beer industry has now become the experimental field of the world's beer industry, which will provide valuable experience for the development of the global beer industry. This is also an important contribution of China to the world


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