Since 2003, China’s liquor industry has showed the trend of rapid development and the market demand has continuously risen. In 2012, the liquor industry achieved the sales revenue of CNY 446.625 billion, rising 19.21% year-on-year and achieved the total profit of CNY 81.856 billion, rising 48.52% year-on-year.

According to the statistics of the National Bureau of Statistics of China, as of 2012, there were 1,290 enterprises with the national above designated scale in the liquor manufacturing industry, among which, the private enterprises accounted for 66.8% and the small-sized enterprises account for 84.92%; the market concentration ratio was still low. In the industry, the development of enterprises is non-unified; with the weakness of national economy and the introduction of various polices, the liquor industry suffered the unprecedented shock: the high-end liquor decreased the price one after another so as to promote the market sales.

Huidian Research releases Investment Opportunity and Development Prospect of China Liquor Industry, 2013, which mainly includes the following contents: liquor industry’s policy environment, status quo, and market scale, development of key regions, characteristics of imports & exports, development trends, investment opportunities and risks etc. Moreover, it makes the focusing analysis of the five major enterprises as well as analyzing the future development opportunities of the industry. In addition, it also makes an in-depth research and discussion of main existing problems in the current development of China’s liquor industry and enterprises’ countermeasures.


Please note: The report is Chinese version. It will provide the English version in two business days.

Table Of Contents

1. Development Overview of China’s Liquor Industry
1.1 Overview of Liquor
1.1.1 Definition
1.1.2 Composition
1.1.3 Flavor
1.2 Classification of Liquor
1.2.1 Classification by Distiller’s Yeast and Major Technology
1.2.2 Classification by Liquor Flavor
1.2.3 Classification by Liquor Quality
1.3 Development Characteristics

2. Operation of China’s Liquor Industry
2.1 Status Quo
2.2 Event Influences, 2012
2.2.1 Plasticizer Storm
2.2.2 Application for “National Liquor” Trademark of China Kweichow Moutai Winery (Group) Co., Ltd. Maintains Pending
2.2.3 Legend Holdings and Other Private Placement Funds Entering the Liquor Market
2.2.4 Liquor’s Strong Outright in CCTV
2.2.5 Traditional Liquor Enterprises Trying to Step into the E-commerce

3. Analysis of China’s Liquor Market
3.1 Status Quo
3.1.1 Output
3.1.2 Enterprises and Sales Revenue
3.1.3 Operation in Major Regions
3.2 Existing Problems in China’s Liquor Market Development

4. Consumption of China’s Liquor Market
4.1 Liquor Demand and Consumption Groups Composition
4.2 Consumption Groups
4.3 Characteristics of Liquor Consumption
4.3.1 Sociality
4.3.2 Symbolic Nature
4.3.3 Conformity
4.3.4 Multi-level Nature
4.3.5 Temporality
4.4 Imports and Exports
4.4.1 Import and Export Statistics
4.4.2 Import Source and Export Destination Countries

5. China’s Liquor Marketing Strategies
5.1 Marketing Channel Strategies
5.1.1 Channel Strategy
5.1.2 Channel Marketing of Product Structure
5.1.3 Channel Segmentation Strategy
5.1.4 Market Positioning of Marketing Channel
5.2 Brand Management Strategy
5.2.1 Overview of Brand Management
5.2.2 Distribution System Design of Brand
5.2.3 Brand Integration
5.2.4 Client Relationship Management of Brand
5.3 Development Trends of Marketing
5.3.1 Characteristics for Recent Years
5.3.2 Development Orientation

6. Competition of Liquor Industry
6.1 Regional Competition
6.2 Brand Competition

7. Policy Influences on Liquor Industry
7.1 Strict Controlling of Consumption of Public Funds on Three Major Private Purposes (Namely Cars, Banquets and Overseas Visits)
7.2 Other Industrial Policies

8. Development of China’s Liquor Medium and Small-Sized Enterprises
8.1 Existing Problems
8.1.1 Funds Scarcity
8.1.2 Low Financing Capability
8.1.3 Low Market Competitiveness
8.1.4 Talent Shortage
8.1.5 Survival Confusion between Focusing on Brand and Paying Attention to Sales Volume
8.1.6 Narrow Market
8.2 Competition Positioning
8.2.1 Consolidation Basing on the Geographical Advantage
8.2.2 Advantage Basing on the Product Package
8.2.3 Positioning Basing on the Product Quality
8.2.4 Difference Basing on the Promotion Innovation
8.2.5 Breakthrough Basing on the Brand Communication
8.3 Methods to Go Out of Trouble
8.3.1 Taking the Regional Leading Position
8.3.2 Market Positioning
8.3.3 Taking the Leading Position by Differentiation
8.3.4 Focusing Resources
8.4 Guidance for Medium and Small-Sized Investment Invitation Enterprises
8.4.1 Status Quo and Development Bottleneck
8.4.2 Strategy to Success

9. Status Quo of Liquor Substitute Product Industry
9.1 Beer Industry
9.2 Wine Industry
9.3 Rice Wine Industry
9.4 Health Wine Industry
9.5 Imported Spirits Industry

10. China’s Major Liquor Enterprises
10.1 Wuliangye Group Co., Ltd.
10.1.1 Company Profile
10.1.2 Operating State
10.1.3 Competitiveness
10.2 China Kweichow Moutai Winery (Group) Co., Ltd.
10.2.1 Company Profile
10.2.2 Operating State
10.2.3 Competitiveness
10.3 Luzhou Lao Jiao Co., Ltd.
10.3.1 Company Profile
10.3.2 Operating State
10.3.3 Competitiveness
10.4 Sichuan Swellfun Co., Ltd.
10.4.1 Company Profile
10.4.2 Operating State
10.4.3 Competitiveness
10.5 Sichuan Tuopai Shede Wine Co., Ltd.
10.5.1 Company Profile
10.5.2 Operating State
10.5.3 Competitiveness

11. Development Environment and Trends of China’s Liquor Industry
11.1 Existing Problems
11.2 Prospect Forecast, 2013
11.3 Development Trends
11.3.1 Industrial Sector Integration
11.3.2 Regress of Consumption Rationality
11.3.3 Springing up of Brand Individuality
11.4 Development Suggestions, 2013
11.4.1 Returning to the People First Line of Being Faithful and Pragmatic
11.4.2 Never Stepping into the DE Group Buying
11.4.3 Actively Improving the Brand Image
11.4.4 Paying Attention to the Competition with Other Liquor
11.4.5 Conforming to the Great Trend of Low Alcohol and Health Liquor




Companies Mentioned

Wuliangye Group Co., Ltd.
China Kweichow Moutai Winery (Group) Co., Ltd.
Luzhou Lao Jiao Co., Ltd.
Sichuan Swellfun Co., Ltd.
Sichuan Tuopai Shede Wine Co., Ltd.

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