5-page sample of the market research report on the China's Beer Market Project. The full version contains four parts: overview of the market and industry; analysis of major factors in the industry; marketing approach analysis of leading competitors in the industry; and summary/recommendations.

1. 1China’s Beer Market Review
China’s Beer Market Review
Prepared by Yanan “Alan” Li
Jan. 2015
Office: +1 (336)885-4121 Ext. 257
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2. 2China’s Beer Market Review
Fax: +1 (336)884-4130
Cell: +1 (716)867-8870
Email: ali@futurefoam.com
Content
1.Overview of China’s Beer Market
2.Key Factors of China’s Beer Market
2.1. Major Domestic Suppliers
2.2. Imported Foreign Beer
2.3. Distribution Network
2.4. Consumers
3.Marketing Approach Analysis
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3. 3China’s Beer Market Review
4.Conclusion
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4. 4China’s Beer Market Review
Overview of China’s Beer Market
Due to its huge population of 1.36 billion people, China has kept the record as the
world’s largest beer consumer country for over a decade; China also plays an important
role in the global beer industry as the biggest producer as well.
In 2013, the world’s total beer production was 192 million kilo-liters (KLs), with China
producing 50.6 million KLs, accounting for 26.35% of the grand total. The estimation for
China’s total beer production for 2014 could reach as high as 51.5 million KLs.
Figure 1-1.: China’s Total Beer Production (2004-2013)
On the consumer side, China underwent a high-speed growth from 2003 to 2010. The
per capita consumption of beer has increased from less than 20 liters/person in 2003, to
34.2 liters/person in 2013 – slightly higher than the 2013 global average of 33
liters/person. Since 2010, the remarkable growth has slowed, indicating China’s beer
market has begun to mature. We can see from the chart below that per capita beer
consumption in the last decade has started to plateau.
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5. 5China’s Beer Market Review
Figure 1-2.: China’s Annual Average Beer Consumption (2004 – 2013)
As a consequence of its history and traditions, China’s beer market has many unique
characteristics, both on the supplier and consumer side. For suppliers, China’s beer
market seems to be regionally scattered, as many suppliers could be dominant in a
certain region while totally suppressed by local competitors in others. Such phenomenon
is the result of two major factors: the government’s control on alcoholic beverage
industries and regional dealers’ efforts. However, China’s beer industry could now be at
the edge of transformation, entering the second half of the industry’s life cycle,
suggesting a potential, radical change could occur.
Figure 1-3.: Chinese Beer Industry’s Current Stage in the Industry Life Cycle (2014)
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6. 6China’s Beer Market Review
The relationship between suppliers and consumers is usually considered “mutually
influencing”, thus Chinese beer consumers have developed characteristics that benefit
them in such a market. The Chinese government does not strictly enforce the minimum
drinking age; the two charts below show that beer consumers are fairly equally
distributed into all age ranges and both genders, although the introduction of foreign
liquor has taken away from capacity of the younger market segments.
Figure 1-4.: Gender Distribution of Chinese Beer Consumers (2012)
Figure 1-5.: Age Distribution of Chinese Beer Consumers (2012)
According to Chinese media, per capita beer consumption is still much lower than
traditional big beer-consuming countries in Europe (e.g., Czech and German
consumption are both above 85 liters/person). Such difference, along with consumers’
lack of knowledge about the product, creates a considerable growth potential in the
market capacity, thus bringing opportunity for our future operations.
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7. 6China’s Beer Market Review
The relationship between suppliers and consumers is usually considered “mutually
influencing”, thus Chinese beer consumers have developed characteristics that benefit
them in such a market. The Chinese government does not strictly enforce the minimum
drinking age; the two charts below show that beer consumers are fairly equally
distributed into all age ranges and both genders, although the introduction of foreign
liquor has taken away from capacity of the younger market segments.
Figure 1-4.: Gender Distribution of Chinese Beer Consumers (2012)
Figure 1-5.: Age Distribution of Chinese Beer Consumers (2012)
According to Chinese media, per capita beer consumption is still much lower than
traditional big beer-consuming countries in Europe (e.g., Czech and German
consumption are both above 85 liters/person). Such difference, along with consumers’
lack of knowledge about the product, creates a considerable growth potential in the
market capacity, thus bringing opportunity for our future operations.
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