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China Spirits Market Report: 2016 Edition

  • March 2016
  • -
  • Koncept Analytics
  • -
  • 64 pages

Spirit consumption in China is a centuries old tradition that has found archeological evidence in ancient history. Due to deep rooted prevalence of spirits in Chinese culture, the modern spirits market is primarily dominated by local drinks like Baijiu and Huanjiu. However, trade and exchange of goods and services have brought in global spirits into the Chinese markets, making the current spirits market of China a mixture of traditional drinks like Baijiu and Huanjiu along with the existence of wine beer and other hard drinks like Gin, Whisky, Vodka, etc.

The Chinese spirits industry can be classified into four segments, namely, Baijiu, Huanjiu, Wine and Beer. Baijiu can further be classified based on the fragrance and Huanjiu can be classified based on the taste, production method used, alcoholic content and the years aged. Wine can be classified based on the place of origin, taste, grape variety and the method of production. Beer is of different types and styles like ale, lager and cask ale.

Alcohol consumption in China has been influenced by various social and cultural changes that have taken place over the years. As China’s integration with the world increased, preferences moved away from traditional drinks like Baijiu and Huanjiu to more internationally known brands and products, especially the ones that are low on alcohol content like Wine and Beer. But with the exhaustion of the demographic dividend and increase in greying population, consumption patterns begun to revert back. However, the increasing trend of demand for alcohol has sustained any economic, social or cultural change. The key factors driving this growth in China’s spirit market are an increase in Gross Domestic Product (GDP) Per Capita, rising population of women, higher Per Capita Disposable Income, strong demand for traditional drink Baijiu, and increase in production capacity over the years.

The report provides an overview of the entire spirits industry of China including the major developments that are expected to accelerate its growth. Rapid consolidation of the market, better preference of mass-to-mid segment in the years ahead, rising per capita alcohol consumption in rural areas that has surpassed urban areas, changes in the consumption patterns and the most recent, digital innovations that took place are such developments. However, China’s spirits industry faces certain challenges. The anti-extravagance campaign of 2012 continues to affect the spirits market in China, relatively high excise/liquor taxes of Baijiu may discourage manufactures and signs of limited volume growth may be visible as per capita alcohol consumption has already surpassed the global level. Increased number of loss- making Baijiu enterprises, health and safety concerned along with distinct local tastes of the people of China are other such challenges that manufactures may have to face.

China’s spirits market is rather fragmented as far as competition is concerned. Unlike, the global spirits market that is dominated by two large companies Diageo and Pernod Ricard, the Chinese Spirits market faces stiff competition from a number of domestic firms. However, due to the large share of Baijiu in China’s spirit consumption, three companies namely Moutai, Yanghe and Wuliangye prove to be key players in the industry.

By combining SPSS Inc.’s data integration and analysis capabilities with our relevant findings, we have predicted the future growth of the industry. We employed various significant variables that have an impact on this industry and created regression models with SPSS Base to determine the future direction of the industry. Before deploying the regression model, the relationship between several independent or predictor variables and the dependent variable was analyzed using standard SPSS output, including charts, tables, and tests.

Table Of Contents

China Spirits Market Report: 2016 Edition
1. Spirits Industry

1.1 Overview
1.2 Classification
1.2.1 Baijiu
1.2.2 Huanjiu
1.2.3 Wine
1.2.4 Beer

2. China's Spirits Market

2.1 China's Spirit Market by Value
2.2 China's Spirit Market by Volume
2.3 China's Spirit Market by Product
2.3.1 China's Spirit Market Value by Product
2.3.2 China's Spirit Market Volume by Product
2.3.3 China's Baijiu Market by Value
2.3.4 China's Baijiu Market by Volume
2.3.5 China's Domestic Wine Market by Value
2.3.6 China's Domestic Wine Market by Volume
2.3.7 China's Imported Wine Market by Value
2.3.8 China's Imported Wine Market by Volume
2.3.9 China's Domestic Beer Market by Value
2.3.10 China's Domestic Beer Market by Volume
2.3.11 China's Imported Beer Market by Value
2.3.12 China's Imported Beer Market by Volume

3. Market Dynamics

3.1 Growth Drivers

3.1.1 Increasing GDP Per Capita
3.1.2 Rising Per Capita Disposable Income
3.1.3 Rising Population of Women
3.1.4 Strong Demand for Baijiu from Favorable Price
3.1.5 Increase in New Production Capacity of Baijiu

3.2 Key Trends and Developments

3.2.1 Rapid Consolidation of China's Spirit Market
3.2.2 Mass-to mid-End Products to Outperform
3.2.3 Changing Consumption Patterns
3.2.4 Digital Innovation

3.3 Challenges

3.3.1 Anti-extravagance Campaign
3.3.2 Relatively High Excise Tax for Baijiu in China
3.3.3 Limited Volume Growth of Spirits in China
3.3.4 Increased Number of Loss-Making Baijiu Enterprises
3.3.5 Health and Safety Concerns
3.3.6 Distinct Local tastes

4. Competitive Landscape

4.1 Global Spirit Market by Companies
4.1.1 Global Premium Spirit's Volume by Companies
4.1.2 Global Spirit's Company Revenue Growth Comparison
4.2 China's Spirit Market by Companies
4.2.1 China's Baijiu Market by Companies
4.2.2 China's Baijiu Revenue Comparison by Companies
4.2.3 China's High-End Spirit Market by Companies
4.2.4 China's High-End Spirit Market Volume by Companies
4.2.3 Competition in Sales Network
4.2.3 Global Spirit and China's Baijiu Sales Growth Comparison

5. Company Profiles

5.1 Kweichow Moutai Co. Ltd

5.1.1 Business Overview
5.1.2 Financial Overview
5.1.3 Business Strategies

5.2 Yanghe

5.2.1 Business Overview
5.2.2 Financial Overview
5.2.3 Business Strategies

5.3 Yibin Wuliangye

5.3.1 Business Overview
5.3.2 Financial Overview
5.3.3 Business Strategies

5.4 Diageo plc.

5.4.1 Business Overview
5.4.2 Financial Overview
5.4.3 Business Strategies

6. Market Outlook

6.1 China's Spirit Market Forecast
6.2 Forecast Methodology
6.2.1 Dependent and Independent Variables
6.2.2 Correlation Analysis
6.2.3 Regression Analysis



List of Charts

Classification of China's Spirits Industry
China's Spirit Market by Value (2008-2015E)
China's Spirit Market by Volume (2008-2015E)
China's Spirit Market Value Share by Product (2015E)
China's Spirit Volume Share by Product (2008-2014)
China's Baijiu Market by Value (2008-2015E)
China's Baijiu Market by Volume (2008-2015E)
China's Domestic Wine Market by Value (2008-2015E)
China's Domestic Wine Market by Volume (2008-2015E)
China's Imported Wine Market by Value (2008-2015E)
China's Imported Wine Market by Volume (2008-2015E)
China's Domestic Beer Market by Value (2008-2015E)
China's Domestic Beer Market by Volume (2008-2015E)
China's Imported Beer Market by Value (2008-2015E)
China's Imported Beer Market by Volume (2008-2015E)
China's GDP Per Capita (2008-2014)
Per Capita Disposable Income of Urban Households (2008-14)
Female Population in China (2008-14)
Average Retail Price of High-End Baijiu (2011-14)
Production Capacity of Baijiu (2008-2013)
Baijiu Market Value CAGR by Product Segments (2014-2020E)
Baijiu Sales Volume CAGR by Product Segments (2014-2020E)
China's Spirit Product Sales Growth (Pre and Post 2012)
China's Spirit Product Sales Volume Growth (2012-14)
Excise/Liquor Tax on Pure Alcohol by Country (2014)
Annual Per Capita Pure Alcohol Consumption
Global Spirit Top Companies Revenue Comparison (2013/14)
Global Premium Spirits Volume Share by Company (2014)
Global Spirits Company Revenue Growth Comparison (CAGR 2010-2014)
Global Spirit Company Revenue Growth Comparison (CAGR 2015E-17E)
Research and Development Expenditure Comparison of Companies (2014)
Baijiu Market Share by Revenue (2014)
China's Baijiu Revenue Comparison by Company (CAGR 2010-14)
China's Baijiu Revenue Comparison by Company (CAGR 2015E-17E)
China's High-End Market Revenue Share by Company (2014)
China's High-End Market Revenue Share by Company (2011-15E)
China's High-End Market Volume Share by Company (2011-15E)
Global Spirit and China's Baijiu Sales Growth Comparison (2010-14)
Global Spirit and China's Baijiu Sales Growth Comparison (2015E-2017E)
Moutai Revenue by Product Segments (2013-2015E)
Moutai's Revenue and Net Income (2010-2015E)
Yanghe Revenue and Net Income (2010-2015E)
Yibin Wuliangye Revenue and Net Income (2010-2015E)
Diageo Sales Volume Share by Region (2015*)
Diageo Revenue Share by Region (2015*)
Diageo Revenue and Net Income (2011-2015)
China's Spirit Market Forecast (2014-2018F)

List of Tables

Classification of Baijiu
Classification of Huanjiu
Major Intra Industry MandA's (2013-14)
Baijiu Sector by Product Segmentation (2015)
Number of Loss Making Baijiu Enterprises (2013-14)
Number of Sales Persons of Domestic Producers (2014)
Dependent and Independent Variables
Correlation Matrix
Model Summary - Coefficient of Determination
Regression Coefficients Output

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