万象，新的世界，寒冷的春天的事。 2005年，中国啤酒业，虽然有三成多的企业经营出现亏损，但仍百分之十点三的增长速度和产量的三千○六十一点五六万吨创新高总产量，而在2010年提前5年如期实现发展规划的目标，成为了中国的改革开放是发展{zh0}的产业之一。 2006年，啤酒业，前瞻性管中窥豹如下的发展。

的资产重组是主旋律

作为非国家产业的保护，鼓励或限制的特殊政策，而是依靠市场自我的中国啤酒业的发展前景充满魅力的竞争性行业的监管。如果中国的人均啤酒消费量达到30升的国际标准，将形成近40万吨的生产规模和超过1000亿元人民币的销售收入。欧洲和北美及其他地方的传统啤酒，有些饱和的消费市场，西欧市场的消费下降，因此，外国啤酒巨头嘉士伯已经关闭了在西欧的生产工厂，转向中国的啤酒市场。

二○○三年，以燕京，青岛，中国资源，以中资企业，英博，从头，审计局，嘉士伯，如为首的外国军团代表，更是把“收购战”中演绎达到了高峰。 AB50多亿美元收购哈啤，英博多600.0亿元仅仅是在收购福建雪津啤酒39.48％的股权的{dy}阶段，收购价格，使膛目结舌所以有许多人，追逐，“竞争力的规模”将继续在2006年成为最重要的特征。对于整个中国啤酒业，相互竞争，可能有一个双输，但更可能寻求共同发展。由于20多年的实践证明，大部份的竞争是一件好事，啤酒业一直大声疾呼结构调整年，通过竞争实现生产规模。青岛{wy}的例子，在1996年只有31.00万吨的生产，如果我们不采取在2005年重组扩大，达到400多万吨，这是{jd1}不可能的。因此，2006年啤酒行业仍然是资产重组，大强，小的出口发展的主旋律。

外资并购继续增加

2005年底，已进入中国啤酒业，外国啤酒巨头已经采取了至少百分之四十的中国的强大的生产规模和超过80xx啤酒市场％的控制。

原因，外国啤酒巨头都渴望嫁给中国“新娘”，或者看到许多中国的人口，消费潜力的啤酒市场呈现快速增长。作为世界上啤酒市场{zh1}一块蛋糕这一广阔前景，与维系，参股可大大缩短项目建设期，或投资周期，而且也被收购或股票的市场份额，成本低，快捷，为公司任何一家跨国公司而言，尽快进入中国的大市场这个极具吸引力的，充分利用中国的劳动力和中国企业的优势，实现快速，有效的目的，是在中国外商投资战略的主要考虑因素。此外，中国啤酒业，浮肿，没有强有力的管理，营销，技术，特别是在当前迫切需要资金，而且也是中国啤酒开放市场的对外开放又决定。正是在这个多有益的外国投资方面，外国啤酒巨头只需要重新进入中国啤酒市场。尽管当前国际啤酒巨头进入中国xx啤酒城市，有巨大的收益，但是他们在中国设立的啤酒城市，一个新一轮的战争不会停止收购有过，它只会加剧。因此，2006年外国投资者购买中国啤酒企业，不仅将进一步加剧它，因为在中国啤酒，在资金方面普遍缺乏组，坐在在其他人面前大胆在家看“大舞。”

小，散，弱，差的困难，从根本上改变这一状况

没有说啤酒行业是一个高耗能行业的500多个生产厂目前的单一的“小，散多数，与穷国，弱“，仍然是封建割据，长期一体化的迫切需要乱舞群，还没有达到这个词xx意义上的”从春秋到战国。“目前，青岛啤酒公司在合并和50多个企业，是中国资源的生产规模大小不同的收购也超过4万吨，但有些不是在企业重组中的大部分资产，甚至“十几个人多，78枪“的规模就有近80％的小企业为50000吨，低于输出，小而分散，经营模式和贫穷也很薄弱，导致我国每年生产啤酒业及美国只有两家啤酒公司并没有屈服从上到下。随着外国航空公司相比，啤酒业务，我们的啤酒企业，充其量是在一个浅分行随风飞舞“小舢板”。由于{dy}的青岛啤酒公司去年只有400到10000吨总产量，而美国百威啤酒公司年产量1300多万吨，是近4青岛公司的年产量相当于。

此外，虽然我们的生产达到了世界{dy}，但由于啤酒行业近几年，持续的价格战，使啤酒行业一直在低利润业务，非球迷xx广泛分布啤酒行业，以及导致超过3成的啤酒企业的经营造成的损失。因此，2006年啤酒业想从根本上改变目前“小，散，弱，差”的情况仍然难以实现。

进入品牌霸权

，作为中国目前的生产基地一期的结果仍然是大量的这些国内外企业不仅令人垂涎的啤酒巨头，也带出了实力不小的地方，提供诸侯兼并和扩张的机会。特别是在消费市场潜力巨大的情况，中国与重新啤酒市场，对进入中国的外商投资企业的市场份额买啤酒，啤酒，之后在2003年战争以来的市场竞争中，战争的收购，将逐步发展之间的群体和品牌的竞争;第二，中国的经济状况和收入稳定增长发展的人民，有能力购买的消费达到一定程度，品牌决定，人民的选择，所以，如果说前第二次世界大战发生的啤酒市场只希望留在对方的空白点，那么，大规模战争，下一轮将啤酒的特点是在形式和手的肉搏战中遇到的本质体现，基于作为资源整合平台的品牌品牌战争。总结，2006年，啤酒行业将上升到一个更高层次的品牌竞争。 06.9.4

2006 Eight characteristics of the beer industry analysis

Vientiane, the new world, the cold spring has to do. In 2005, the Chinese beer industry, although有三成and more enterprises operating at a loss, but still 10.3 percent output growth rate and the total output of 30,615,600 tons a record high, while in 2010 five years ahead of schedule to achieve the development planning vision to be the development of China’s reform and opening up one of the best industries. In 2006 the development of the beer industry, the forward-looking管中窥豹as follows.

asset restructuring are the main theme

as a non-country industry protection, to encourage or restrict the special policies, but rely on market self-regulation of the competitive industries of the Chinese beer industry, development prospects full of charm. If China’s per capita beer consumption reached the international standard of 30 liters, will be formed near 40 million tons of production scale and more than 100 billion yuan of sales income. Europe and North America and other places of the traditional beer and some have saturated the consumer market, Western Europe, the market consumption is declining, therefore, foreign beer giant Carlsberg have shut down manufacturing plants in Western Europe, steering China’s beer market.

2003 years, to Yanjing, Qingdao and China Resources, headed by Chinese-funded enterprises and to InBev, AB, SAB, Carlsberg, such as represented by foreign legion,更是把”acquisition war” reached its peak in deductive . AB50 multi-billion takeover哈啤, InBev more than 60 billion yuan is only the first phase of the acquisition of Fujian Sedrin 39.48% stake, the purchase price so that many people膛目结舌Therefore, chase, “the scale of competitiveness” will continue to become in 2006 the most significant characteristics. For the entire Chinese beer industry, competing against each other may have a lose-lose, but it is more likely to seek common development. Because twenty years of practice has proved that most competition is a good thing, the beer industry has been shouting for years of structural adjustment and the scale of production achieved through competition. Tsingtao only example, in 1996 only 310,000 tons of production, if we do not take the expansion of the reorganization in 2005 to reach more than 400 million tons of it is absolutely impossible. Therefore, the beer industry in 2006 is still the main theme of the development of asset reorganization, big strong, small exit.

foreign acquisitions continue to increase

the end of 2005, has entered the Chinese beer industry, foreign beer giant had taken control of at least 40 percent of China’s strong scale of production and more than 80% of high-end beer market.

reason why foreign beer giants are keen to marry China “bride”, or see many of China’s population, consumption potential, the beer market is showing rapid growth. As the world’s beer market last piece of cake this broad prospects, together with the holding, equity participation can greatly shorten the project construction period, or the investment cycle, but also companies are acquired or shares of market share, low cost, quick, for any a TNC is concerned, as soon as possible to enter China’s large market this attractive, full use of China’s labor and the advantages of Chinese enterprises to achieve rapid and effective purpose is foreign investment strategy in China the major factors considered. In addition, the Chinese beer industry, puffiness and without strong management, marketing, technology, particularly in urgent need of immediate funds, but also the decision of the Chinese beer market opening to the outside world again. It is in this multi-beneficial to have the context of foreign investment, foreign beer giants only have to re-enter the Chinese beer market. Although the current international beer giants have entered the top ten beer city in China and have enormous gains, but they set off in China’s Beer City, the acquisition of a new round of war will not stop there, it will only intensified. Therefore, in 2006 foreign investors to buy Chinese beer enterprises will not only further exacerbate it, since the Group of Chinese beer and a general lack of funds to sit at home in front of other people look bold “Big Dance.”

small, scattered, weak, and poor condition of difficult to fundamentally change the

not say the beer industry is a high energy-consuming industries, more than 500 single on the current manufacturing plant, the majority of “small, casual, and poor and weak”, is still feudal separatism, qun LONG乱舞in urgent need of integration, has not yet reached full sense of the word “from the Spring and Autumn to the Warring States.” At present, the Tsingtao Brewery Company While merger and acquisition of more than 50 different sizes of enterprises, the production scale of China Resources is also more than four million tons, but some are not the majority of the assets of the restructuring of enterprises even “more than a dozen individuals, 78 gun” scale alone, nearly 80% of small enterprises is 50,000 tons below the output, so small and scattered, and poor operating pattern also weak, causing the country’s annual production of the beer industry and the United States only two beer companies do not yield from top to bottom. With foreign carriers as compared to the beer business, our beer business, at best, as in the flutter of a shallow branch “小舢板.” Because the number one beer company in Qingdao last year’s total output of only 400 to 10,000 tons, while the American Budweiser company’s annual output is more than 1300 million tons, the equivalent of almost four Tsingtao company’s annual output.

In addition, although our production reached a first in the world, but because of the beer industry in recent years, the continuing price war, making the beer industry has always been in low-profit operations, non-fansxxwidespread throughout the beer industry , as well as causing more than three beers into the operating losses incurred by enterprises. Therefore, the beer industry in 2006 want to fundamentally change the current “small, scattered, weak and poor” situation is still difficult to realize.

to enter the brand hegemony

first period as a result of China’s current production facility is still large number of these enterprises at home and abroad, not only for the coveted beer giant also a number of strength not a small place to provide feudatory of mergers and expansion opportunities. Especially in the consumer market has great potential situation, China’s beer market with the re-entering the market share of foreign investment on China’s enterprises to buy beer, beer, following the competition among the market since 2003 war, the acquisition of war, will gradually evolve for between groups and competition among brands; Second, as China’s economic situation and the people of the stable development of earnings growth, ability to purchase consumption up to a certain extent, the brand decided to people’s choice, so, if we say that before World War II happened beer are only looking for the market to stay in each other’s point blank, then the next round of large-scale war will be characterized by beer are manifested in the form and hand-to-hand combat encounters, in essence, is based on the brand as a platform for integration of resources Brand war. To sum up, in 2006, beer industry will rise to a higher level of brand competition. (06-9-4)