市場調(diào)研報(bào)告模板PPT

1、PwC2001 PricewaterhouseCoopers. PricewaterhouseCoopers refers to the individual member firms of the world-wide PricewaterhouseCoopers organisation. All rights reserved. Market dataGuangdongPwC2Research overviewGuangzhouShenzhenDongguanZhuhaiShantouZhaoqingTotalCompetitor34233419Distributor126252431R

2、etailer14141414141484Store Check313120222020144Consumer10010050505050400Focus Group22N/AN/A2N/A6Population percentage of province total12%8%8%1%5%4%38PwC3Province market size- Market size13,990,000 HLS (2002)- Market share6% of China totalBeer sales volume growth trend- CAGR of province volume4.2% b

3、etween 1998 and 2002Key regional markets- Region around Guangzhou*9,040,000 HLS (2002)65% of province total- Guangzhou28% of province total- Shenzhen16% of province total- Foshan12% of province totalKey brands in the market- Zhujiang43% of province total- Tsing Tao20% of province total- Kingway11% o

4、f province totalForeign brands market performance- BudweiserStrong market position in ShantouOther findings- Most of city markets are captured by local brands with manufacture facilities there- Large amount of beer produced in Guangdong (over 3,000,000 HLS*) is exported to nearby provinces such as J

5、iangxi, Yunnan and Fujian- Having merged 3 local breweries, Tsing Tao has topped as the 2nd key brand in Guangdong Key province findings* Region around Guangzhou includes Guangzhou, Shenzhen, Dongguan, Foshan, Zhongshan and Zhuhai*According to China Beer Associations estimatePwC4Province market size

6、Sales mix Guangdong province beer market witnessed stable growth in the last 5 years Relatively low CAGR-CAGR of sales volume4.2%-CAGR of sales value4.9% According to the interviews with competitors, distributors and industrial experts, Gongdong beer market will grow at the rate of 3%-5% in the near

7、 futureProvince beer market size6,0007,0008,0009,00010,00011,00012,00013,00014,000199819992000200120025,0005,5006,0006,5007,0007,5008,0008,5009,000volumevalueVolume: in 1,000 HLSValue: RMB in million19982002Volume CAGR 4.2%Value CAGR 4.9%Source: PwC research, China Beer AssociationTo be checkedTo be

8、 checkedPwC5Key brand in province market (2002)Fist Tier10,415,000 HLSZhujiang5,990,000 HLSTsing Tao2,855,000 HLSKingway1,570,000 HLSSecond Tier1,6200,000 HLSHaizhu460,000 HLSSan Miguel 440,000 HLS Blue ribbon380,000 HLSBudweiser 340,000 HLS Third Tier815,000 HLSCarlsberg, Asahi, Sedrin, Huiquan, Hu

9、oli and Ice Beer12%11%8%6%20%43%ZhujiangTsing TaoKingway2nd Tier3rd tierOthersKey brands market shareSource: PwC research CitiesBrandsGuangzhouShenzhenDongguanShantouZhuhaiZhaoqing6 cities totalPercentage of province totalZhujiang 2,560,000 350,000 340,000 40,000 10,000 50,000 3,350,00056%Tsing Tao

10、590,000 640,000 150,000 50,000 70,000 30,0001,530,00054%Kingway 40,000 990,000 120,000 10,000 10,000N/A*1,170,00075%Key brands market sizes in key citiesKey brands and sharesUnit: HLS* Kingways marker share is very limited in ZhaoqingPwC6Municipalities beer marketsMarket by municipalityGuangzhou, Sh

11、enzhen and Foshan are the top 3 beer markets in Guangdong province, with market share of nearly 56% of province totalBeer market by municipality Source: PwC reasearch, China Beer Association05000001000000150000020000002500000300000035000004000000GuangzhouShenzhenFoshanDongguanZhanjiangJieyangMaoming

12、ShantouJiangmenZhaoqingMeizhouHuizhouShanweiQingyuanShaoguanYangjiangYunfuHeyuanZhongshanZhuhaiChaozhouGuangzhouDongguanShantouChaozhouJieyangZhuhaiZhaoqingJiangmen YangjiangMaomingZhanjiangMeizhouShaoguanHeyuanQingyuanYunfuShenzhenShanweiFoshanZhongshanHuizhouVolume: in HLSPwC7Province consumer pre

13、ference IssuesBand RankingMention PercentageBrand awareness1.Tsing Tao22%2.Zhujiang17%3.Kingway14%4.Blue Ribbon13%5.San Miguel12%Advertisement awareness1.Tsing Tao15%2.San Miguel15%3.Kingway14%4.Blue Ribbon11%5.Budweiser10%Consumed in latest 3 months1.Tsing Tao62%2.Zhujiang50%3.Blue Ribbon39%4.San M

14、iguel36%5.Kingway31%PwC8IssuesBand RankingMention PercentageMost frequently drink currently1.Zhujiang18%2.Tsing Tao17%3.Kingway16%4.Blue Ribbon16%5.San Miguel12%Best taste 1.Tsing Tao20%2.San Miguel14%3.Blue Ribbon14%4.Zhujiang11%5.Budweiser11%Purchasing intention1.Tsing Tao19%2.Zhujiang15%3.Blue Ri

15、bbon15%4.San Miguel14%5.Kingway12%Province consumer preference (Contd) PwC9Product penetrationBrandGuangzhouShenzhenDongguanShantouZhuhaiZhaoqingSuper MarketKioskSuper MarketKioskSuper MarketKioskSuper MarketKioskSuper MarketKioskSuper MarketKioskZhujiang 100%88%93%50%88%100%100%75%18%17%100%100%Tsi

16、ng Tao85%100%86%100%100%100%86%75%100%100%67%50%San Miguel100%88%79%13%100%50%43%25%91%100%17%8%Kingway8%25%100%100%75%50%43%13%18%N/A50%25%Blue Ribbon77%88%64%N/A*63%N/A86%100%82%83%100%100%Budweiser62%38%21%N/A25%N/A86%75%45%17%17%N/AHaizhuN/AN/A7%N/A50%50%N/AN/A100%100%N/AN/A* N/A: not mentioned

17、by interviewersPwC10Media expenditure by brandsTo be revised6 CitiestotalOthercitiestotalProvincialTVSub-totalNationalMediaTotal6 CitiestotalOthercitiestotalProvincial TV*Sub-totalNationalMediaTotal6CitiestotalOthercitiestotalProvincialTVSub-totalNationalMediaTotal6 CitiestotalOthercities totalProvi

18、ncial TVTotalNationalMediaTotalHeineken28,844 7,119 6,084 42,047 501 1,829 - 2,951 4,780 622 - - - - - 30,673 7,119 9,035 46,827 1,123 San Miguel15,589 8,236 7,234 31,058 - - - 212 212 164 - - 25 25 - 15,589 8,236 7,471 31,295 164 Budweiser14,272 3,136 6,395 23,803 9,644 2,837 3 3,969 6,810 2,884 68

19、 - - 68 - 17,177 3,139 10,364 30,680 12,528 Zhujiang3,158 3,599 21,957 28,713 5,243 82 53 979 1,114 462 - - 39 39 - 3,240 3,652 22,974 29,866 5,705 Kingway13,638 3,537 2,224 19,400 963 7,725 - 1,429 9,154 337 - - 171 171 - 21,363 3,537 3,824 28,724 1,300 Blue Ribbon6,715 3,880 4,146 14,741 3,842 917

20、 - 2,289 3,206 516 - - - - - 7,633 3,880 6,435 17,947 4,358 Carlsberg6,209 3,292 7,441 16,943 462 86 - 896 982 757 - - - - - 6,295 3,292 8,338 17,925 1,219 Tsing Tao5,601 2,275 1,806 9,682 552 1,058 130 1,459 2,647 174 27 - - 27 - 6,685 2,405 3,265 12,355 726 Asahi3,004 153 1,265 4,421 1,513 686 - 2

21、,281 2,967 337 - - - - - 3,690 153 3,546 7,388 1,850 Haizhu3,298 3,404 96 6,798 - 185 - - 185 - - - - - - 3,484 3,404 96 6,984 - Yanjing2,209 1,070 398 3,677 27,114 37 - 36 73 322 - - - - 293 2,246 1,070 434 3,750 27,729 Kirin396 9 6 411 - - - - - - - - - - - 396 9 6 411 - BrandTotalRadioNewspaperTV

22、PwC11Guangzhou key findings Market size and shares-Total market size (2002)3,950,000 HLS28% of province Market On-premise market59% of total39% goes to entertainment Off-premise market41% of total18% goes to kioskKey brands and shares-Zhujiang65%-Tsing Tao15%-San Miguel9%-Others11%, including Yanjin

23、g, Blue ribbon, Haizhu, Budweiser, Heineken, etc. Mainstream distribution channelMulti-tier channelaround 70% of the total sales volumeKey advertisersSan Miguel, Tsing Tao, Zhujiang and BudweiserOther market findings-San Miguel is more flexible from perspectives of prices and sales policies-Zhujiang

24、 have two key re-filling factories in Zhanjiang and Meizhou65%15%9%11%OthersTsing TaoKey brands market share(2002)Zhujiang41%59%Off-premiseMarket Share by outletsOn-premiseHypermarket 9%Supermarket 8%Convenience 7%Kiosk 18%Chinese restaurant14%Western restaurant7%Entertainment 39%San MiguelPwC12Guan

25、gzhou consumer preferencesIssuesBand rankingMention percentageBrand awareness1.San Miguel29%2.Zhujiang15%3.Budweiser14%Advertisement awareness1.San Miguel29%2.Zhujiang15%3.Budweiser14%Consumed in latest 3 months1.Zhujiang78%2.San Miguel66%3.Tsing Tao47%4.Budweiser31%5.Blue Ribbon31%Most frequently d

26、rink currently1.Zhujiang48%2.San Miguel23%Best taste 1.San Miguel28%2.Zhujiang24%Purchasing intention1.Zhujiang40%2.San Miguel26%PwC13Shenzhen key findings Market size and shares-Total market size (2002)2,170,00 HLS16% of province market The on-premise market56% of total35% goes to Chinese restauran

27、t The off-premise market44% of total35% goes to supermarket and convenience storeKey brands and shares-Kingway46%-Tsing Tao29%-Zhujiang16%-Others9%, including Yanjing, Blue ribbon, Budweiser, Heineken, Sol, Blue girl, etc. Mainstream distribution channelMulti-tier channel80% of totalKey advertisersK

28、ingway, Tsing Tao, Heineken and BudweiserMarket growth trendBefore 1998NowKingwayover 70%around 40%Tsing TaoNew entryaround 30%44%56%Off-premiseOn-premiseHypermarket 6%Supermarket 13%Convenience 22%Kiosk 3%Entertainment18%Chinese restaurant35%Western restaurant4%Key brands market share(2002)Market S

29、hare by outlets46%29%16%9%OthersTsing TaoKingwayZhujiangPwC14Shenzhen consumer preferenceIssuesBand rankingMention percentageBrand awareness1.Kingway47%2.Tsing Tao30%Advertisement awareness1.Kingway44%2.Tsing Tao17%3.Heineken8%Consumed in latest 3 months1.Tsing Tao88%2.Kingway86%3.Zhujiang37%Most fr

30、equently drink currently1.Kingway58%2.Tsing Tao21%Best taste 1.Kingway31%2.Tsing Tao31%Purchasing intention1.King way44%2.Tsing Tao27%PwC15Dongguan key findings Market size and shares-Total market size (2002)790,000 HLS6% of province market The on-premise market55% of total40% goes to Chinese restau

31、rant The off-premise market45% of total30% goes to convenience storeKey brands and shares-Zhujiang43%-Tsing Tao19%-Kingway15%-San Miguel6%-Others17%, including Blue Ribbon, Heineken, Budweiser, etc. Mainstream distribution channel1st tier channelover half for most brandsKey advertisersSan Miguel, Ts

32、ing Tao, Zhujiang and KingwayOther market findings-Strong entertainment economy-More and more new-ups with the development of local economy 45%55%Off-premiseOn-premiseEntertainment8%Chinese restaurant40%Western restaurant7%Hypermarket 6%Supermarket 8%Convenience 30%Kiosk 1%Key brands market share(20

33、02)Market Share by outlets43%19%15%6%17%OthersTsing TaoZhujiangKingwaySan MiguelPwC16Dongguan consumer preferencesIssuesBand rankingMention percentageBrand awareness1.San Miguel38%2.Tsing Tao22%3.Zhujiang16%Advertisement awareness1.San Miguel47%2.Tsing Tao15%3.Zhujiang11%Consumed in latest 3 months1

34、.San Miguel60%2.Tsing Tao51%3.Zhujiang49%4.Blue Ribbon36%5.Kingway27%Most frequently drink currently1.San Miguel36%2.Zhujiang24%Best taste 1.San Miguel35%2.Blue Ribbon16%Purchasing intention1.San Miguel38%2.Zhujiang18%PwC17Shantou key findings 63%37%Off-premiseOn-premiseHypermarket 8%Supermarket 12%

35、Convenience 14%Kiosk 3%Market size and shares-Total market size (2002)410,000 HLS3% of province market The on-premise market63% of total41% goes to entertainment The off-premise market37% of total28% goes to supermarket and convenience storeKey brands and shares-Budweiser37%-Tsing Tao12%-Zhujiang10%

36、-Huiquan7%-Others34%, including Kingway, San Miguel, Blue Ribbon, Carlsberg, Heineken, etc. Mainstream distribution channel1st-tier channelover 70% of totalKey advertisersBudweiser, Tsing Tao and Blue RibbonOther market findings-Kingway had bought some land to set up new brewery factory-Budweiser do

37、minates the market which is one of its best-done markets, others are Shanghai and WenzhouChinese restaurant13%Western restaurant9%Entertainment41%Key brands market share(2002)Market Share by outlets37%34%12%7%10%OthersTsing TaoBudweiserZhujiangHuiquan PwC18Shantou consumer preferencesIssuesBand rank

38、ingMention percentageBrand awareness1.Budweiser37%2.Tsing Tao22%3.Zhujiang20%Advertisement awareness1.Budweiser40%2.Tsing Tao17%3.Blue Ribbon8%Consumed in latest 3 months1.Budweiser73%2.Tsing Tao55%3.Blue Ribbon47%4.Zhujiang40%5.Kingway18%Most frequently drink currently1.Budweiser35%2.Tsing Tao22%Be

39、st taste 1.Budweiser50%2.Tsing Tao17%Purchasing intention1.Budweiser40%2.Tsing Tao22%PwC19Zhuhai key findings 40%60%Off-premiseOn-premiseHypermarket 7%Supermarket 9%Convenience 5%Kiosk 19%Market size and shares-Total market size (2002)220,000 HLS2% of province market The on-premise market60% of tota

40、l31% goes to Chinese restaurant The off-premise market40% of total19% goes to kioskKey brands and shares-Haizhu55%-Tsing Tao32%-Zhujiang5%-Kingway5%-Others13%, including Blue Ribbon, Heineken, Budweiser, Carlsberg, etc. Mainstream distribution channelMulti-tier channelover 50% of totalKey advertiser

41、sHaizhu and Tsing TaoMarket growth trend-Tsing Taos factory in Zhuhai mainly produces classic beer, not draft beerEntertainment31%Chinese restaurant18%Western restaurant11%Key brands market share(2002)Market Share by outlets45%32%13%5%5%OthersTsing TaoHaizhuZhujiangKingwayPwC20Zhuhai consumer preferencesIssuesBand rankingMention percentageBrand awareness1.Haizhu42%2.Tsing Tao32%Advertisement awareness1.Haizhu28%2.Tsing Tao26%3.Yanjing9%Consumed in latest 3 months1.Haizhu85%2.Tsing Tao72%3.Zhujiang30%4.Blue Ribbon25%5.San Miguel23%Most frequently drink currently1.Haizhu51