At present, China beer industry has entered the stage of monopoly competition among four giants: China Resources Snowflake, Budweiser InBev, Qingdao and Yanjing. Since around 2002, the four major beer giants have raced around the domestic beer market, forming a network of market coverage all over the country through acquisition, merger, equity participation and self-built production plants. According to relevant statistics, at present, the domestic sales of the four beer giants have accounted for more than 50% of the total capacity of the China beer market.
After the Fourth National Congress, the Second Army, represented by Pearl River, Venus and Heavy Beer, will also join the Carlsberg family (Carlsberg is only a shareholder of Heavy Beer), which is a dominant foreign capital in the West. In recent years, four representatives of the Second Army have been waiting for opportunities to expand the market and strive to become the first beer corps in China.
The overall pattern of China beer market has been preliminarily determined. As long as you open the map of China at any time, you can always see the domestic beer giants and even the world beer giants in almost all provinces of China, even in the far west. But there is only one exception, that is, Henan, the Central Plains, has always been called a battleground for military strategists.
Henan is the most populous province in China (the population in 2009 is about 99.7 million, and it will exceed 654.38 billion in 2065.438+00), and the beer consumption capacity is huge (according to the figures published by the industry media, the beer production and sales volume in Henan in 2008 is about 3.3 million tons, ranking second among all provinces and cities in China). However, in a province with such a large consumption of beer, why did the beer giants delay to enter?
According to the industry, there are several reasons why beer giants such as Snowflake and Qingdao have not entered the Henan market for a long time: First, there are many beer brands in Henan, and the competition is fierce. Low-priced products prevail, and manufacturers generally have low profitability, which is too attractive to beer giants; Second, because of Venus' strong position in Henan Province (the market share in Henan Province is the first, so-called the fourth in the country), beer giants are unwilling to directly conflict with Venus easily; Third, some beer giants want to control the Henan beer market by acquiring Venus (such as the original AB company), but due to the system and property rights of Venus, the acquisition was unsuccessful.
However, what is the real situation of Henan beer market today, what is the significance of Henan beer market to beer giants, and what strategy did they adopt to enter Henan? The following will analyze the survey data of all aspects of Henan beer market one by one.
The present situation of Henan beer market: Venus is in the lead, and the group is divided.
There are about 22 beer brands and 30 manufacturers in Henan, with a total production capacity of about 310.9 million tons. There are four beer brands with a capacity of over 200,000 tons, namely Venus, Wei Xue, Yueshan and Aoke. Judging from the distribution of production plants, except Xuchang and Puyang (the former Puyang Yinqiu has been closed down), basically every prefecture-level city must have at least one brewery (see the figure below for details).
Table1:Overview of Major Beer Brands in Henan Province in 2009
Production Time Sales of Brand Factory Capacity Branch in 2009
Venus
(Henan only)
Factory) Zhengzhou General Factory is about 400,000-260,000 tons.
Zhoukou Dancheng Branch 65438+ 10,000 tons1about 30,000 tons in 1999.
Xinyang Huangchuan Branch has 654.38 million tons, compared with about 45,000 tons in 2002.
Luohe Branch has 654.38 million tons, compared with about 50,000 tons in 2002.
Anyang Neihuang Branch has 654.38 million tons, compared with about 45,000 tons in 2002.
Nanyang Dengzhou Branch has 654.38 million tons, about 60,000 tons in 2003.
Sanmenxia branch has 50,000 tons, compared with about 30,000 tons in 2004.
Venus has seven 950,000 tons-about 520,000 tons.
Livia Wei
(Henan only)
Xinyang General Factory is 300,000 tons-about 6.5438+0.5 million tons.
Gushi Branch has 50,000 tons, compared with 30,000 tons in 2003.
Gongyi Branch has 654.38 million tons, about 20,000 tons in 2007.
There are three 450,000 tons in Wei Xue-about 200,000 tons.
Yueshan Jiaozuo General Factory is 220,000 tons-about 6.5438+0.3 million tons.
Zhumadian Suiping Branch has 654.38+10,000 tons, which was about 40,000 tons in 2004.
There are two mountains, totaling 320,000 tons-about 6.5438+0.7 million tons.
Aoke Zhengzhou General Factory is 6.5438+0.5 million tons-about 80,000 tons.
Luohe Wuyang Branch has 50,000 tons, compared with about 30,000 tons in 2004.
Anyang Tangyin Branch has 50,000 tons, which was about 6,543.8+0,000 tons in 2009.
There are 3.25 million tons of oak-about 6.5438+200,000 tons.
Luoyang Palace Luoyang 200,000 tons-about 6.5438+10,000 tons
Blue brand Shangqiu 65438+500,000 tons-about 80,000 tons
Aviation Xinxiang 15000 tons-about 75000 tons.
Jiutouya Pingdingshan 65,438+10,000 tons-about 45,000 tons.
Bianjing Kaifeng 70,000 tons-about 35,000 tons.
Tianguan Nanyang 80,000 tons-about 30,000 tons
Yue Quan Zhumadian 70,000 tons-about 30,000 tons.
Other brands in the province: Nanjiecun/Li Kang/Hongqi Canal/Hanshan/Mai Jia/Longmen/
The production capacity of Lan Yu/Aoya/Maestro/Yuntai Mountain is about 400,000 tons and 250,000 tons.
Snowflakes contain about 60,000 tons of low-end brands such as Shengquan.
Qingdao contains about 50,000 tons of Laoshan/Hans/Shanshui brand.
Other brands outside the province, except Snowflake and Qingdao, are about 65,438+10,000 tons of other high and low-end brands.
There are about 30 of them, about 3 1.9 million tons-about 1.87 million tons.
Figure1:Market share of major brands in Henan beer market in 2009.
As can be seen from the above figure, in 2009, the actual sales volume of Henan beer market was about 6.5438+0.87 million tons, the actual sales volume of brands in the province was about 6.5438+0.66 million tons, and the sales volume of brands outside the province was about 2.65438+0.09 million tons. The actual capacity utilization rate was only 52%, which was in a state of serious overcapacity. There are four companies with actual sales of more than 6,543,800 tons, namely Jinxing, Wei Xue, Yueshan and Aoke, three companies with sales of less than 6,543,800 tons and more than 50,000 tons, and the remaining 6,543,805 companies are local small enterprises with sales of less than 50,000 tons. Judging from the market penetration rate, at present, only four brands, namely Venus, Wei Xue, Yueshan and Oak, can cover the whole province, while other brands mainly stick to and deeply cultivate the local market.
Figure 2: Distribution map of major beer enterprises in Henan Province
General situation of market development of major beer brands in Henan Province
Venus: Unifying the Central Plains, the reality is still far from the dream.
From the data of 2009, we can see that Venus is far ahead of other brands in Henan Province with a production capacity of 950,000 tons and a sales volume of about 520,000 tons, occupying about 29% of the market share in Henan Province, but it is still far from the grand goal of unifying the Central Plains beer market set by Venus.
Starting from 1998, Venus began its outward expansion. Starting from 1998, Venus has chosen four markets with relatively backward development level, broad market prospects and few competitive enterprises, which are beneficial for Venus to attack the whole country from four directions. In 2000, the output of Venus beer reached 518,400 tons. In 2004, Venus's "facing the whole country" movement in the east began with its investment in Nanjing Branch. In the national layout of Venus, 16 is like a "dragon", with the dragon head in Nanjing, Jiangsu, and the dragon body in Henan, Shanxi, Sichuan and Gansu forming a "several" shape, and the dragon tail sweeps to Yunnan and Guizhou.
However, Venus's "Dragon" strategy is far from being as smooth as expected. Venus Nanjing branch has been in a state of substantial losses since it was completed and put into operation in 2004, and its market share in Nanjing has not exceeded 5% since its establishment. Faced with such competitive pressure and profitability, Venus had to cancel the Nanjing sales company in 2007 and transport the related production materials of Nanjing branch back to the head office. Nanjing branch ended in complete failure. The same is true of the other two branches in the east. The construction of Shanghai branch was stillborn before it was put into practice, and Guangzhou Zhongshan branch has been operating slowly since its completion. At the same time, news came from inside. Due to the serious losses of some companies of Venus Star, in 2009, Venus Star contracted its subsidiaries such as Shandong Liaocheng Company and Shanxi Hongdong Company to internal executives to operate independently. The headquarters of Jinxing Group Company mainly assesses its contracted profits, and the contractor is solely responsible for all other production and operation.
At present, the dominant market of Venus is still mainly concentrated in the central market dominated by Henan and the western market dominated by Yunnan and Guizhou. Among the existing 16 companies in Venus, more than half of them are at a loss. Among the other three companies in the west, Gansu Company can't make effective efforts within the advantages of Yellow River Beer, while Chengdu Company faces the pressure of snowflakes and the competition from Qingdao and Jinwei. Chengdu company has been put into production for more than four years, but its market share in Chengdu still cannot exceed 5%. Shaanxi Xianyang Company is difficult to become a climate under the most advantageous Hans brand in Qingdao.
Aside from companies outside Venus, let's take a look at the operating conditions of several companies in Henan market, the most advantageous region of Venus. Venus Corporation is located in Zhengzhou, the capital of Henan Province, with a production capacity of 400,000 tons, and its actual sales volume in 2009 was about 260,000 tons. It is currently the most profitable company of Jinxing Company in Henan Province. Considering the strategic layout of the whole province, Jinxing merged Sanmenxia Xiaoshan Beer by lease, and established Zhoukou Dancheng Branch on 1999, Xinyang Huangchuan Branch, Luohe Branch and Anyang Neihuang Branch in 2002, Nanyang Dengzhou Branch in 2003 and Sanmenxia Branch in 2004.
The layout of the seven factories has effectively stabilized the leading position of Venus in Henan beer market, but the actual operation of the seven factories in the province is seriously uneven. The sales volume of 260,000 tons of Zhengzhou General Factory is mainly concentrated in Zhengzhou and Xuchang (about10.4 million tons in Zhengzhou and about 45,000 tons in Xuchang). The neighboring Luoyang area is occupied by the local brand Luoyang Palace Beer, and Venus has little to do with it. Jiaozuo is occupied by Yueshan, the third largest brand in Henan, and Venus has little advantage. Kaifeng is the life-saving market of Bianjing, and Shangqiu is the base market of Blue Brand. In these two fields, Venus only has a certain performance in some county-level markets, and its share in prefecture-level cities is below 15%, which does not have much advantage.
Of the six branches of Venus in the province, only Luohe and Nanyang are operating well at present. Luohe Company is geographically connected with Zhengzhou and Xuchang, the superior areas of the General Factory, and its advantages are fully demonstrated. Nanyang Company is located in the southwest corner of Henan Province, with relatively few competitors. The local Tianguan beer in Nanyang has a weak competitive advantage. The performance of Qingdao, Yanjing and Jinlongquan in Hubei Province in Nanyang is not strong, and the Nanyang factory has achieved a sales volume of about 60,000 tons.
Venus Anyang production plant is located in Yueshan aviation advantage area in northern Henan. Facing the strong competition between Yueshan and Aviation, Venus only performed well in the prefecture-level cities and some county-level markets in Anyang, Puyang and Hebi, but it did not form an absolute advantage. Anyang factory is located at the junction of Henan and Hebei provinces. At the beginning of the factory, Venus Anyang Factory had a good performance in Hebei market. However, due to the reputation of Anyang factory's dealers in Hebei and the strong intervention of Laoshan and Yinmai, the market of Venus in Hebei is basically occupied. In 2009, Venus reported that Anyang factory was operating at a loss, which shows that the existing pressure of Venus Anyang factory is not small.
Among the other three branches of Venus, Xinyang Huangchuan Factory is sandwiched between Wei Xue General Factory and Gushi Factory. At the same time, it is also facing a strong impact from Anhui Xuehua Liuan factory, with great pressure. Sanmenxia factory has been fighting with Hans Beer for a long time, and the nearby Snowflake Factory in Yuncheng, Shanxi Province has been put into production on 20 10, so Sanmenxia factory is bound to face greater competitive pressure. Zhoukou branch is the earliest branch established by Venus in the province, and it has been nearly 10 years since it was founded in 1999. Since the completion of Zhoukou Factory, in the glorious period from 2002 to 2005, the highest annual sales volume was nearly 654.38+10,000 tons. However, in recent years, due to the frequent resignation of marketing executives, enterprises have lost their reputation in the local market, and snowflakes have entered Zhoukou market on a large scale. In addition, in neighboring markets such as Bozhou, Fuyang and Lu 'an in Anhui, the sales volume of Zhoukou factory has dropped to about 30,000 tons.
Looking at Venus' seven production plants in Henan Province, except for the General Factory, Luohe Factory and Nanyang Factory, the other four production plants all suffered more or less losses. On the one hand, the layout strategy of Venus in the whole province is strongly challenged by governors from all over the province, on the other hand, it is under strong pressure from beer giants to invade Henan market from the periphery. It may be a dream for Venus to unify the Central Plains beer market.
Wei Xue: the first brand of middle and high-grade beer in Henan, which was brilliant in the past.
The predecessor of Wei Xue Beer is the state-owned Xinyang Jigongshan Beer Co., Ltd. After the enterprise reform in 2002, Jigongshan Beer was renamed as Wei Xue Beer Group. Since 2004, with the help of Anhui Yuan Jing Consulting Co., Ltd., it has become the first company in Henan Province to focus on promoting 5 yuan Wei Xue beer. Before 2004, due to the influence of the state-owned system in the early stage, the marketing idea of Wei Xue Beer could not be effectively combined with the market, and the sales volume had dropped to about 654.38+10,000 tons, making the enterprise lose money year after year and even on the verge of bankruptcy. What makes Wei Xue miserable is that in 2002, Venus established a new Xinyang branch with an annual output of 65,438+10,000 tons in Huangchuan County, which is located in the middle of Xinyang area, which is undoubtedly worse for Wei Xue Beer, which is not satisfactory. In this case, Wei Xue Beer had to set up a 50,000-ton production base in Gushi, the largest county in the east of Xinyang, and adopt the strategy of attacking Huangchuan Venus from both sides.
In 2004, Xue Wei launched the first mid-range boxed product in Henan, and dared to be the first person to eat crabs. On the one hand, it is the performance of the enterprise's determination to reform and forge ahead, and it is also a helpless move in the case of difficult operation. Moreover, Xue Wei's move did not attract the attention of major competitors, even Venus and Yueshan (at that time, the top two brands in Henan were Venus and Yueshan respectively, and they were still busy grabbing the market share of 2 yuan products). Who knew that Wei Xue had achieved unexpected success? After the promotion and accumulation in the previous two years, in 2007, the sales volume of products above 3 yuan reached about 70,000 tons, and the comprehensive sales volume in the province reached about 230,000 tons, surpassing Yueshan Beer and becoming the second brand of comprehensive sales volume and the first brand of high-end boxed products in the province.
There are two turning points in the upgrading of Henan beer product structure. The first time was around 2000, when the brand represented by Jinxing Beer launched Jinxing Wheat Beer to position 2 yuan, thus promoting the overall product structure of Henan market from 1.5 yuan to 2 yuan. The launch of Venus ale also contributed to the rapid development of Venus from 2000 to 2004, during which most of its branches in and outside the province were built. The second time was from 2004 to 2006. The introduction of Wei Xue-represented Wei Xue Zhongzhong products has once again promoted the transformation of Henan's overall product structure from 2 yuan to 3 yuan. Since 2006, brands in 3 yuan, such as Venus, Oak, Yueshan, Luoyang Palace and Blue Brand, have successively launched their own products. The upgrading strategy of 3 yuan products is one of the key development strategies of enterprises in the next few years.
It should be said that the introduction of Xue Wei Zhongxiang ushered in a new era of Henan 3 yuan products, which made Henan beer jump out of the vicious circle of low-price competition year after year, and also gave the beer giants reasons and opportunities to enter the Henan beer market. On the other hand, the rapid follow-up of 3 yuan products by other brands in the province also makes the competition of 3 yuan products heat up rapidly.
With the profits and success brought by the promotion of middle and high-grade products, Wei Xue established a 6,543,800-ton production plant in Gongyi, Zhengzhou in 2007, in order to realize his province-wide coverage strategy, and began to promote Wei Xuesheng beer located in 6 yuan in the same year.
Rational analysis shows that it is unwise for Xue Wei to build a factory in Zhengzhou. On the one hand, the success of Xue Wei has caused other competitors in the province to follow suit in an all-round way, the competition of 3 yuan products has escalated sharply, and the profitability has begun to decline rapidly. On the other hand, Zhengzhou is the most powerful market for Venus and Oak. There are four beer enterprises in Zhengzhou. Except for Venus and Oak, Mai Jia Beer has completely withdrawn from Zhengzhou market, and its business is bleak. The original Jianghai Beer has closed down. The beer market in Zhengzhou has a total capacity of about 300,000 tons, and the capacity of Venus and Oak in Zhengzhou alone has reached 550,000 tons. It is conceivable that how difficult it is for Wei Xue to develop its market by establishing a branch factory in such a highly competitive area. The fact is the same. Since the Zhengzhou factory in Wei Xue was put into production, even the market share of Gongyi, where the factory is located, has not exceeded 20%. In addition, the overall rise of 3 yuan products in Henan market has attracted the attention of domestic beer giants such as Snowflake and Qingdao. Since 2006, Snowflake has invaded eastern and southern Henan on a large scale with its factories in Lu 'an, Fuyang and Huaibei, Anhui. Wei Xue Brewery and Gushi Factory near Lu 'an are entangled with Jinxing Huangchuan Factory, but they are also under strong pressure from snowflakes.
The loss of Gongyi factory and the pressure of snowflake greatly reduced Wei Xue's profitability, and the expansion and layout of Wei Xue in the whole province's market was also greatly hindered. In 2008, Wei Xue's markets in northern and western Henan all shrank. For the first time, the sales volume of Venus 3 yuan products surpassed that of Wei Xue and 3 yuan, and the honor of Wei Xue's top-grade products being the first in Henan sales became history. In 2009, Wei Xue began to implement a strategic plan focusing on key regional markets, and Wei Xue's provincial expansion plan came to an end.
Moon Mountain: Once the Second Child in Henan Province
With the promotion of 200 1 yueshan bitter gourd beer, Yueshan beer, which started from the rural market like Venus, realized the overall transformation of the company's product structure and led to the bitter gourd storm in Henan market. Through the profit brought by product structure transformation, Yueshan entered a period of rapid development and expansion. In 2000, Yueshan expanded the production capacity of the General Factory from 1.2 million tons to 220,000 tons. In 2002, Yueshan established a 6.5438+10,000-ton Shanxi branch in Jinzhong City, Shanxi Province; In 2004, a 6.5438+10,000-ton branch was built in suiping county, Zhumadian; In 2005, Yueshan No.3 Factory achieved a sales volume of about 340,000 tons and became the second brand in Henan beer market.
In 2006, considering the overall strategic adjustment, Yueshan transferred the Shanxi branch to China Resources Snowflake at a price of 65.438+39 billion yuan, focusing on operating the Henan market, and at the same time set up a new lion marketing company to promote the transformation of 3 yuan products with the promotion of the new lion brand. The upgrading of product structure is a difficult problem that Yueshan has not effectively solved, which has also led to the decline of Yueshan's sales in the past two years. However, the northern Henan market with Jiaozuo, Xinxiang, Anyang and Puyang as the core is still an important export area of Yueshan, and Yueshan is still the largest brand in northern Henan.
Oak: Two tigers are not allowed in one mountain.
Oak beer, which was in Zhengzhou with Venus, was the first brand in Zhengzhou market before 2000. After 2000, Venus broke through the strong barrier of Zhengzhou oak with the help of the successful promotion of Venus wheat beer. After 200 1, the sales volume of Venus in Zhengzhou increased year by year, while that of Oak decreased year by year. By 2009, Venus has occupied more than 55% of Zhengzhou market, and the sales ratio of Venus and Oak in Zhengzhou market has developed to 6: 4. Oak Zhengzhou General Factory only achieved sales of about 80,000 tons in 2009.
All along, Oak's main sales are concentrated in Zhengzhou and Xuchang, and the strong performance of Venus in Zhengzhou and Xuchang makes Oak's survival pressure more and more serious. Therefore, Oak has been trying to go global. In 2004, it set up Luohe Wuyang Branch and Anyang Tangyin Branch in 2009. However, from the current situation, the operating conditions of Oak North and South Branch are not ideal. In 2009, the two branches only achieved sales of about 40,000 tons. The future development of oak trees can only be described as "dilemma".
Luoyang Palace, Blue Brand, Aviation, Jiutouya and Bianjing: Hold on to their homeland and wait for an opportunity to break through.
After the four major brands in Henan Province, the rest are warlord brands represented by Luoyang Palace, Blue Brand, Aviation, Jiutouya and Bianjing, with sales below 6,543,800 tons. Its * * * is characterized by its strong ability to control the local market, especially in the prefecture-level cities where its production plants are located, with a market share of over 70%. Powerful brands in the province, such as Venus, Wei Xue and Yueshan, including beer giants, can't touch its roots for the time being.
Among these brands, the best one is Luoyang Palace, with an overall market share of over 85% and a sales volume of nearly 654.38+10,000 tons. The sales volume of products above 40% in 3 yuan is only about 654.38+10,000 tons, but its profitability is among the best in the same industry in the province. Followed by aviation, blue brand, nine duck three brands, have the ability to expand abroad, while trying to protect the local market.
Henan local brands: in the storm, each has its own heart.
It can be seen from the above that under the background that the national beer market competition pattern has become clear, Henan local beer brands are facing more and more difficult living conditions.
As the first brand in Henan, Venus' key advantage markets are mainly Zhengzhou, Xuchang, Luohe and Nanyang. In most other markets, Venus is at a loss as to the local markets or key operating markets of powerful regional brands such as Wei Xue, Yueshan, Luoyang Palace, Aviation, Jiutou Duck, Bianjing and Lanpai, and has not done much. Similarly, under the pressure of fierce market competition, strong brands in the above areas have to focus on intensive local and key markets, and are often unable to expand external markets.
Although "unhappy families are different", Venus and these regional strong brands all have the same expectation: they hope that they can be acquired or invested by a beer giant as soon as possible, or they can "sell at a good price" after being acquired, or they can increase their prices and enhance their competitiveness through shareholding cooperation. For example, Yueshan Shanxi Branch was transferred to Snowflake one step ahead in this respect, but after all, it was only a merger outside Henan Province. In recent years, brands such as Venus, Oak, Wei Xue, Yueshan, Blue Brand and Yue Quan have been frequently contacted and discussed with some beer giants, but they have not come true for various reasons. There is also an indisputable fact: at present, the merger and acquisition cooperation between local brands in Henan Province is not expected to happen. With the current financial ability of Venus, it is impossible to merge with other local brands; The possibility of merger and cooperation of local brands in other regions is almost zero.
It can be said that many Henan local brands are ready for future mergers and acquisitions. What is different now is who will be the first to stand up and complete this glorious example.
Qingdao Snow: We have been working hard.
For the Henan beer market with such consumption power and potential, in fact, first-line brands such as Snowflake and Qingdao have been making unremitting efforts to expand the Henan market, especially in the last two years, Snowflake and Qingdao have obviously increased their efforts to explore the Henan market. For example, with the help of the production capacity of Anhui production plant, Xuehua set up a special marketing company in Henan, focusing on developing the markets in eastern and southern Henan; Qingdao, on the other hand, with the help of the radiation from factories in Shandong and Shaanxi, vigorously develops the markets in western and northern Henan. And their efforts have achieved good results so far. According to the data we have collected so far, Snowflake is expected to achieve a sales volume of about 60,000 tons in Henan Province in 2009, and has become the first brand in some markets in eastern and southern Henan. Brands such as Qingdao Jialaoshan and Hans can achieve sales of about 50,000 tons. In Sanmenxia, Hans brand is basically tied with local Venus brand. In Puyang City, Laoshan has surpassed Venus to become the first local brand after two years of operation. In Zhengzhou, the sales of old Qingdao and Qingdao Chunsheng have been rising steadily.
After 20 10 Snowflake Shanxi Yuncheng Factory is put into production, it will inevitably increase the development of western Henan and eastern Shaanxi markets; The construction of Bozhou Heavy Beer Factory also brought Henan market into its effective sphere of influence. It can be predicted that in the next year or two, domestic first-line beer brands will enter the Henan market faster and harder, and the Henan market will further accelerate the pace of capital and market integration.
Figure 3: Roadmap of Major Domestic First-and Second-tier Brands Attacking Henan Market
The strategy of the rise of beer giants in central China
In 2006, China government put forward the strategy of the rise of Central China in six provinces: Henan, Shanxi, Anhui, Hunan, Hubei and Jiangxi. Now that three years have passed, we can happily see the gratifying results brought by the strategy. Similarly, we believe that domestic beer giants will also put forward their own "strategy of the rise of Central China".
In terms of market distribution, many enterprises generally regard Henan and Hubei as central China markets. Here, we will take Henan, Anhui and Hubei as beer giants to formulate the scope of Central China strategy. It can be seen that in the three central provinces, among the first-line brands, although brands such as Snowflake and Qingdao have been sold in Henan Province, there is no production factory, and Henan can be used as a blank area; In Anhui, Snowflake and Qingdao have their own factory layout, but overall, Anhui is the dominant area of Snowflake, and Qingdao has little advantage here. In Hubei, Snowflake, Qingdao, Yanjing and InBev all have factory layouts, but overall, the advantages of Snowflake and InBev are more obvious. Therefore, on the whole, among the three central provinces, except Henan, the comparative advantage of snowflake is superior in the layout of Anhui and Hubei, while Qingdao and Yanjing are mediocre. Then, under such a pattern, the first-line brands that can get priority in Henan market will achieve better results in the strategic layout of the rise of central China.
Among the provinces adjacent to Henan, Shandong and Shaanxi are the most advantageous markets in Qingdao, close to the markets in northern and western Henan. If Qingdao can bring these two regional markets into its territory, it can connect Shandong and Shaanxi together and further strengthen its dominant position. In Anhui and Hubei, it is mainly the dominant market for snowflakes. These two provinces are close to the markets in eastern and southern Henan. If snowflake can integrate the southeast Henan market, it will be more conducive to consolidating its Anhui and Hubei markets. Among them, there are certain variables. Shanxi market is the area where snowflakes are being integrated. The intention of putting the Snowflake Yuncheng Factory into production is obviously to covet the western Henan and Shaanxi markets, and the western Henan will become the key operational area for Snowflake and Qingdao in the future. Hubei has the layout of Qingdao, InBev and Yanjing at the same time. It is not excluded that these three brands may acquire Henan Brewery. In the southern Hebei market, the Laoshan brand in Qingdao has a good advantage in this region. Qingdao has always been interested in building a factory in Shijiazhuang, and Hebei is also a scuffle zone between Yanjing, Snowflake, InBev and Qingdao. Therefore, the result of the competition in the southern Hebei market is still unclear.
But our conclusion is that no matter how these first-line brands change in neighboring provinces, Henan market will definitely become the key point for beer giants to win the strategy of the rise of central China in the future.
Give an idea to the giant: the entry strategy and suggestions of Henan market
First, the obstacles to entering the Henan market.
We mainly consider two obstacles: first, the low-price competition in Henan beer market, which has been plaguing the industry. As mentioned above, with the improvement of the overall economic level in Henan, since 2006, the beer market in Henan has entered the stage of product structure upgrading. At present, the middle and high-grade products above 3 yuan have occupied more than 30% of the overall market capacity, and the development prospect of Henan beer market should be optimistic; Second, the cooperation intention of local brands, as we said before, is not a problem at all.
Second, is it acquisition or self-construction?
We have analyzed before that the total production capacity of the beer market in Henan is about 2 million tons, but at present, the production capacity of local brands in the province has reached 3.2 million tons, which is already a serious overcapacity. If the first-line brands choose to build their own factories, it will only intensify the current capacity competition. Therefore, we believe that the acquisition strategy is superior to the self-built factory strategy.
Third, who is more suitable for acquisition?
In our opinion, there are nine brands with acquisition value in Henan market at present: Jinxing, Wei Xue, Yueshan, Aoke, Luoyang Palace, Aviation, Blue Brand, Jiutou Duck and Bianjing. Other breweries with too small production capacity, small brand influence, too small market share or seriously backward production equipment are of little value.
From the demand of first-line brands, it is more appropriate for Qingdao to consider the docking strategy of Shandong and Shaanxi markets, acquire Yueshan and Aviation in northern Henan and Luoyang Palace in western Henan. Considering the brand linkage strategy of Anhui and Hubei markets, it is more appropriate for Snowflake to acquire Wei Xue, Lanpai and Yueshan Zhumadian Branch located in the southeast of Henan Province (Yueshan Zhumadian Branch does not rule out the possibility of transferring the factory separately due to fierce competition in the market environment); Luo Yang Palace may become the focus of Qingdao and Snowflake acquisition; Yanjing and InBev are unlikely to buy breweries in Henan at present.
Among these brands, the acquisition of Venus and Oak is debatable.
Let's start with oak Oak's main markets are Zhengzhou and Xuchang, which are also the most successful places for Venus. In recent two or three years, after shrinking the eastern market and focusing on the strategic adjustment of Henan and western markets, Venus has obviously increased its intensive cultivation of the dominant regional markets in the province, which has put great pressure on Oak, which is already in a declining state. At present, the market share of oak in Zhengzhou and Xuchang has fallen below 30%, and the general factory only completed the sales of about 80 thousand tons in 2009; The scale and operation of the two branches are not ideal, and the value of the acquired branch is not great (Tangyin factory is only a filling factory), so the value of acquiring the main factory in a big landslide is worth considering.
In addition to Venus, Venus currently has 65,438+06 production plants in China, and the operation of the eastern factory of Venus is very poor. Moreover, the market scope of the eastern factory has great duplication with these first-line brands, and there is not much value to buy; The areas where Venus has advantages are mainly the western markets such as Henan, Yunnan and Guizhou. For these factories, Venus will definitely not sell them separately, but transfer them as a whole, but the overall acquisition needs a lot of money (estimated at least 2 billion yuan). Are first-line brands willing to spend so much money to buy Venus at once? And the property rights and institutions of Venus. The property right reform of Venus has not yet achieved a clear result, which is one of the important reasons why the cooperation between Budweiser and Venus was unsuccessful at that time.
Table 2: M&A Element Analysis of Major Breweries in Henan Province
The value of brand acquisition, the difficulty of acquisition, the problems and main obstacles of acquisition.
The price and system of Venus University
Prices are high in Wei Xue.
The problem of separate acquisition of Yueshan factory and branch factory
The value of acquiring the oak branch.
Luoyang Palace/Aviation University ★★★★★★ Is the Asian Group willing to give up its controlling stake in the two companies?
The price problem of big blue card
Nine-headed ducks are generally ★★★ Is Nine-headed Duck Group willing to give up the beer business?
Bianjing generally has backward production equipment and chaotic management.
Who can be the first to blow the charge in Henan market?
Not long before writing this article, it has been reported that Blue Brand has been in contact with Snowflakes and Qingdao. Objectively speaking, Henan beer market has reached the eve of great integration, and the integration of Henan beer market will inevitably bring many stories and wonderful things to China beer industry, depending on who among the first-line brands can be the first to blow the horn of the Henan market.
Let's wait and see!
165438+2009122 October