This report analyzes the biscuit market in China. It discusses the size of the Chinese biscuit market and identifies hot areas based on production and import levels in different provinces. It also analyzes the top 10 companies in the industry and examines the market share and structure in China. The report provides data on market shares held by imports, foreign enterprises, and companies of different ownership types. It also lists relevant industry standards and major biscuit importers in China.

2. CHINA BISCUIT
MARKET REPORT
Beijing Zeefer Consulting Ltd.
August 2011

3. INTRODUCTION
This report discusses the biscuit market in China mainly from the following
sections.
- Size of Biscuit Market in China
Based on Zeefer's China Market Size Formula, by the analysis on China
biscuit market size, industry sales revenue and domestic biscuit output in
2008 - 2010, this report presents a picture of the real development of biscuit
market in China and changes in the overall market size.
- Hot Areas of China Biscuit Market
Based on the comparison and analysis on China's biscuit production and
import in different provinces or cities, this report points out those hot areas in
China for biscuit market deserve most attention.
- Top 10 Enterprises in China Biscuit Industry
Based on the comparison and analysis on top 10 leading enterprises in China
biscuit industry in terms of sales revenue, market share and number of
employees, the report shows their positions in the biscuit market in China.
Additionally, this report lists basic contact information of the top 10 leading
enterprises.
- Market Share and Market Structure of China Biscuit Market
This report analyzes the biscuit market share distribution in China by
segments based on enterprises nature (leading enterprises, foreign enterprises,
state-owned and private enterprises), imports of biscuit 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 biscuit 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

4. current biscuit market in China by means of Bain's Market Structure
Classification and Index of CR4.
- Import and Export of Biscuit Products
In this section, the report includes the main source countries / regions of
imported biscuit products for China and their market shares, the domestic
destinations of imported biscuit products in China and shares for these
destinations, major export destinations (countries or regions) for Chinese
produced biscuit products and shares of these destinations, major origins of
the exported biscuit products and their shares.
- Biscuit Industry Standards in China
The report lists relevant national standards and/or industrial standards
concerning biscuit products generally accepted in the biscuit industry in
China, including standard names both in Chinese and English as well as their
unified code numbers.
- Major Biscuit Importers in China
The report lists 10 major importers for biscuit 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 Biscuit 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 Biscuit Market Report
presents the current situation, the growth rate and profitability of the biscuit
industry in China.

5. 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 BISCUIT & OTHER BAKED FOODS MARKET
SIZE ...........................................................................................................................3
2.2 ANALYSIS ON THE CHANGES IN BISCUIT & OTHER BAKED
FOODS PRODUCTION VOLUME IN RECENT YEARS..................................5
2.3 AN OVERVIEW ON CHINESE ECONOMY................................................6
CHAPTER 3 HOT SPOTS FOR BISCUIT & OTHER BAKED FOODS
PRODUCTS ACROSS CHINA .............................................................................10
CHAPTER 4 INDUSTRY OVERVIEW................................................................12
4.1 A SUMMARY ON THE INDUSTRY............................................................12
4.2 AN ANALYSIS ON THE PROFITABILITY OF THE INDUSTRY...........13
CHAPTER 5 ANALYSIS ON IMPORT & EXPORT .........................................16
5.1 AN OVERVIEW ON THE IMPORT & EXPORT........................................16
5.2 A DETAILED ANALYSIS ON IMPORT & EXPORT OF BISCUIT &
OTHER BAKED FOODS PRODUCTS ...............................................................18
5.2.1 ANALYSIS ON MAJOR COUNTRIES OF ORIGIN FOR THE
IMPORTED BISCUIT & OTHER BAKED FOODS 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
6.2.2 ANALYSIS ON THE CONCENTRATION OF REGIONAL
PRODUCTION VOLUME................................................................................29
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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 PEPSICO FOOD (CHINA) CO., LTD...........................................................39
7.2 OISHI (CHINA) CO., LTD.............................................................................39
7.3 ANYANG JIANGFENG FOOD CO., LTD. .................................................40
7.4 LUOHE HENGDA FOOD CO., LTD. ..........................................................41
7.5 JI'NAN DALI FOOD CO., LTD.....................................................................41
7.6 FUJIAN FUMA FOOD GROUP CO., LTD..................................................42
7.7 HUBEI DALI FOOD CO., LTD. ....................................................................42
7.8 BEIJING WANT WANT FOOD CO., LTD..................................................43
7.9 CHENGDU DALI FOOD CO., LTD.............................................................44
7.10 FUJIAN DALI FOOD GROUP CO., LTD. .................................................44
CHAPTER 8 PRODUCT STANDARD SYSTEMS............................................46
CHAPTER 9 LIST OF MAJOR IMPORTERS.....................................................47
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CHAPTER 3
HOT SPOTS FOR BISCUIT &
OTHER BAKED FOODS
PRODUCTS ACROSS CHINA
Figure 5 Nationwide distribution map of biscuit & other baked foods mfg. enterprises
above designated size across China
Heilongjiang
8
Jilin
9
Inner Mongolia
6 Liaoning
Xinjian 26
Hebei Beijing
5
10
33 Tianjin
Shanxi 6
Ningxia Shandong
12 6
Qinghai 127
Gansu Henan Jiangsu
5 Shaanxi 129 Anhui 39
Tibet Shanghai
Hubei 45 27
1
Sichuan 46 Zhejiang
33 9 33
Chongqing Jiangxi
Hunan
16 Fujian
Guizhou 47
4 59
1-4 1
5-7 Yunnan Guangdong 5
5 Guangxi
100
8-19 7 8
20-29 20
30-89 30
Hainan
90+ 1 90
Henan, Shandong and Guangdong are the major production bases for biscuit
& other baked foods in China. From Jan. to Nov. 2010, enterprises engaged in
biscuit & other baked foods production above designated size in the above
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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 18 Changes in the percentage of numbers of foreign biscuit & other baked foods
mfg. enterprises across China and the comparison of foreign enterprises and enterprises
of other ownership
2008 2009 2010
Percentage of foreign enterprises Changes749
in the percentage of
全国 606 854
in term s of the num ber of num bers of foreign-funded
oreign-funded 158 174 177
enterprises in 2010 enterprises
e of ownership 677
Private 340 17% 16%
443 17% 522rivate
oreign-funded 158 1% 1%
174 1% 177 nded
Joint-equity 20.73% 4 26% 23%9 21% 11
Others 104 123 144
Private 56% 59% 61%
oreign-funded 79.27% 26% 23% 21%
Joint-equity 1% 56% 1%
59% 61% 1%
Others 17% 16% 17%
2008 2009 2010
Private Foreign-funded
Foreign-funded Others type of ow nership Joint-equity Others
In 2010, among the 854 biscuit & other baked foods mfg. enterprises above
designated size across China, 177 are foreign enterprises, accounting for about
a share of 20.73% of all. In terms of the number of enterprises, there were 3
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