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CHINA ALCOHOL DRINKS MARKET REPORT

Beijing Zeefer Consulting Ltd. May 2011

INTRODUCTION
This report discusses the alcohol drinks market in China mainly from the following sections. - Size of Alcohol Drinks Market in China Based on Zeefer's China Market Size Formula, by the analysis on China alcohol drinks market size, industry sales revenue and domestic alcohol drinks output in 2008 - 2010, this report presents a picture of the real development of alcohol drinks market in China and changes in the overall market size. - Hot Areas of China Alcohol Drinks Market Based on the comparison and analysis on China's alcohol drinks production and import in different provinces or cities, this report points out those hot areas in China for alcohol drinks market deserve most attention. - Top 10 Enterprises in China Alcohol Drinks Industry Based on the comparison and analysis on top 10 leading enterprises in China alcohol drinks industry in terms of sales revenue, market share and number of employees, the report shows their positions in the alcohol drinks market in China. Additionally, this report lists basic contact information of the top 10 leading enterprises. - Market Share and Market Structure of China Alcohol Drinks Market This report analyzes the alcohol drinks market share distribution in China by segments based on enterprises nature (leading enterprises, foreign enterprises, state-owned and private enterprises), imports of alcohol drinks product and regional markets in China in terms of sale revenue, profitability, production volume, number of enterprises and the value of imports... The report offers data on the market shares of imported alcohol drinks products, foreign enterprises and enterprises in other forms. It also offers a comparison of profitability by forms of enterprise ownership, presents a picture of the market share of leading enterprises and the distribution of major regional

markets in China. In addition, the report figures out the structure and concentration ratio of the current alcohol drinks market in China by means of Bain's Market Structure Classification and Index of CR4. - Import and Export of Alcohol Drinks Products In this section, the report includes the main source countries / regions of imported alcohol drinks products for China and their market shares, the domestic destinations of imported alcohol drinks products in China and shares for these destinations, major export destinations (countries or regions) for Chinese produced alcohol drinks products and shares of these destinations, major origins of the exported alcohol drinks products and their shares. - Alcohol Drinks Industry Standards in China The report lists relevant national standards and/or industrial standards concerning alcohol drinks products generally accepted in the alcohol drinks industry in China, including standard names both in Chinese and English as well as their unified code numbers. - Major Alcohol Drinks Importers in China The report lists 10 major importers for alcohol drinks products in China and provides their contact information such as company name, address, website, telephone number and fax number. - Summary on Key Statistics of the Alcohol Drinks Industry in China Based on the concise analysis on the sales revenue, production volume, number of enterprises, total profit, total loss, total assets, return on the asset and profit margin as well as other key statistics, China Alcohol Drinks Market Report presents the current situation, the growth rate and profitability of the alcohol drinks industry in China.

DECLARATION
Beijing Zeefer Consulting Ltd. and (or) its affiliates (hereafter, "Zeefer") provide this report with the greatest possible care. Nevertheless, Zeefer makes no guarantee whatsoever regarding the accuracy, utility, or certainty of the information in this report. Further, Zeefer disclaims any and all responsibility for damages that may result from the use or non-use of the information in this report. The information in this report may be incomplete and/or may differ in expression from other information in elsewhere by other means. The information contained in this report may also be changed or removed without prior notice.

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CONTENT
CHAPTER 1 PRODUCT DEFINITION.................................................................1 CHAPTER 2 MARKET SIZE ...................................................................................3 2.1 ANALYSIS ON THE ALCOHOL DRINKS MARKET SIZE.......................3 2.2 ANALYSIS ON THE CHANGES IN ALCOHOL DRINKS PRODUCTION VOLUME IN RECENT YEARS ................................................6 2.2.1 ANALYSIS ON THE CHANGES IN THE PRODUCTION VOLUME OF ALCOHOLIC DRINK IN RECENT YEARS................................................6 2.2.2 OVERVIEW OF THE PRODUCTION VOLUME OF SUBDIVIDED PRODUCTS..........................................................................................................7 2.3 AN OVERVIEW ON CHINESE ECONOMY................................................8 CHAPTER 3 HOT SPOTS FOR ALCOHOL DRINKS PRODUCTS ACROSS CHINA .....................................................................................................11 CHAPTER 4 INDUSTRY OVERVIEW................................................................13 4.1 A SUMMARY ON THE INDUSTRY............................................................13 4.2 AN ANALYSIS ON THE PROFITABILITY OF THE INDUSTRY...........14 CHAPTER 5 ANALYSIS ON IMPORT & EXPORT .........................................17 5.1 AN OVERVIEW ON THE IMPORT & EXPORT........................................17 5.2 A DETAILED ANALYSIS ON IMPORT & EXPORT OF ALCOHOL DRINKS PRODUCTS ...........................................................................................18 5.2.1 ANALYSIS ON MAJOR COUNTRIES OF ORIGIN FOR THE IMPORTED ALCOHOL DRINKS PRODUCTS .............................................18 5.2.2 ANALYSIS ON THE MAJOR FLOW DESTINATIONS INSIDE CHINA ................................................................................................................20 5.2.3 ANALYSIS ON MAJOR EXPORT DESTINATIONS ...........................21 5.2.4 ANALYSIS ON MAJOR ORIGINS IN CHINA......................................22 CHAPTER 6 THE MARKET SHARE...................................................................24 6.1 ANALYSIS ON THE CONCENTRATION OF CORPORATE SALES REVENUE ..............................................................................................................24 6.1.1 ANALYSIS ON THE CONCENTRATION OF SALES REVENUE FROM LEADING ENTERPRISES ...................................................................24 6.1.2 COMPARATIVE ANALYSIS ON SALES REVENUE FROM TOP 10 ENTERPRISES WITH INDUSTRY AVERAGE..............................................26 6.2 ANALYSIS ON THE CONCENTRATION BY AREA IN TERMS OF THE MARKET SHARE..................................................................................................28 6.2.1 ANALYSIS ON CONCENTRATION OF REGIONAL SALES REVENUE ..........................................................................................................28

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6.2.2 ANALYSIS ON THE CONCENTRATION OF REGIONAL PRODUCTION VOLUME................................................................................29 6.3 MARKET POSITION OF FOREIGN ENTERPRISES AND THE TREND IN RECENT YEARS..............................................................................................31 6.3.1 CHANGES IN THE SHARES OF FOREIGN ENTERPRISES IN TERMS OF THE NUMBERS AND THE COMPARISON OF FOREIGN ENTERPRISES AND ENTERPRISES OF OTHER OWNERSHIP ...............31 6.3.2 CHANGES IN THE SHARES OF SALES REVENUE FROM FOREIGN ENTERPRISES AND COMPARISON WITH THAT FROM ENTERPRISES OF OTHER OWNERSHIP ................................................................................33 6.3.3 PROFITABILITY OF FOREIGN ENTERPRISES AND COMPARISON WITH ENTERPRISES OF OTHER OWNERSHIP .........................................35 6.4 ANALYSIS ON THE MARKET SHARE OF IMPORTED PRODUCTS AND RELEVANT VARIATIONS IN RECENT YEARS ..................................37 CHAPTER 7 TOP 10 ENTERPRISES ...................................................................39 7.1 WULIANGYE GROUP CO., LTD.................................................................39 7.2 GEICHOU MOUTAI CO., LTD.....................................................................39 7.3 QINGDAO BEER CO., LTD. .........................................................................40 7.4 LUZHOU LAOJIAO GROUP CO., LTD......................................................41 7.5 YANTAI CHANGYU GROUP CO., LTD....................................................41 7.6 BEIJING YANJING BEER MANUFACTURING BASE.............................42 7.7 HUBEI DAOHUAXIANG GROUP ..............................................................42 7.8 SHANXI XINGHUACUN FEN LIQUOR GROUP CO., LTD. .................43 7.9 JIANGSU YANGHE LIQUOR DISTILLERY CO., LTD. ...........................44 7.10 HUBEI ZHIJIANG SPIRIT INDUSTRY GROUP......................................44 CHAPTER 8 PRODUCT STANDARD SYSTEMS............................................46 CHAPTER 9 LIST OF MAJOR IMPORTERS.....................................................47

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CHAPTER 3 HOT SPOTS FOR ALCOHOL DRINKS PRODUCTS ACROSS CHINA


Figure 6 Nationwide distribution map of alcohol drinks mfg. enterprises above designated size across China

Heilongjiang 101 Jilin 129 Liaoning 156

Xinjian 42

Inner Mongolia 91 Hebei

Beijing 24 Tianjin 20

Qinghai 4

Ningxia 19

Shanxi 120 Shandong 31 40 369 Henan 239 Hubei 113

Gansu 62 Shaanxi Tibet 5 Sichuan 304

44 Chongqing Guizhou 73 Hunan 86

Jiangsu Anhui 141 Shanghai 148 20 Zhejiang 107 Jiangxi 47 Fujian 61

1-9 10-29 30-59 60-109 110-219 220+

Yunnan 38

Guangxi 38

Guangdong 86

Hainan 3

1 10 30 60 110 220

Shandong, Sichuan and Henan are the major production bases for alcohol drinks in China. From Jan. to Nov. 2010, enterprises engaged in alcohol drinks
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6.3 MARKET POSITION OF FOREIGN ENTERPRISES AND THE TREND IN RECENT YEARS

6.3.1 CHANGES IN THE SHARES OF FOREIGN ENTERPRISES IN TERMS OF THE NUMBERS AND THE COMPARISON OF FOREIGN ENTERPRISES AND ENTERPRISES OF OTHER OWNERSHIP
Figure 19 Changes in the percentage of numbers of foreign alcohol drinks mfg. enterprises across China and the comparison of foreign enterprises and enterprises of other ownership
2008
Percentage of foreign enterprises 2220 in term s of the num ber of oreign-funded 258 enterprises in 2010

2009

2010

e of ownership

Changes in the percentage 2761 of 2503 num bers of foreign-funded 274 279 enterprises

2482

Private oreign-funded Joint-equity Others Private oreign-funded Joint-equity Others

10.11%

89.89%

1116 258 128 718 50% 12% 6% 32%

32% 6% 12%

50%

1377 29% 274 134 5% 71811% 55% 11% 5% 55% 29%

1578rivate 27% 279 nded 146 5% 10% 758 57% 10% 57%5% 27%

2008 Private Foreign-funded Others type of ow nership Joint-equity

2009

2010 Foreign-funded Others

In 2010, among the 2,761 alcohol drinks mfg. enterprises above designated size across China, 279 are foreign enterprises, accounting for about a share of 10.11% of all. In terms of the number of enterprises, there were 5 foreign

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