Linyi beer market status

Goldstar Beer Group, one of the top four breweries in China's beer industry, officially landed in Linyi yesterday. Goldstar Brewery Group acquired Tancheng Hualing Brewery as a whole and organized Shandong Goldstar Co. Ltd. which was opened yesterday.

Related personnel, "Shandong Goldstar" plans to 300 million yuan of investment into the Linyi market, and Linyi as a base to expand around the position. This will undoubtedly bring far-reaching impact on the beer market in Shandong Province.

Goldstar Beer Group is a key enterprise in the national food industry with a history of more than 20 years, and is currently one of the top four companies in China's beer industry. Now, Goldstar Beer Group has set up 17 subsidiaries and 10 supporting branches in 11 provinces and cities across the country, with an annual production capacity of 2 million tons of beer.

It is understood that Shandong Goldstar Brewery Co., Ltd. plans to invest a total of 300 million yuan, the construction scale for the annual output of 200,000 tons of beer. 2006 can realize the output value of 150 million yuan, 25 million yuan of taxes, employment of more than 300 people; 2007 can realize the output value of 500 million yuan, 75 million yuan of taxes, employment of more than 600 people.

Goldstar Beer Group into the city will be the city and even the province's beer market has an important impact. Shandong is a traditional beer province, with more than 40 large and small beer companies. Shandong is not only coiled with Tsingtao Beer and Yanjing Beer two national beer giants, but also Yantai Asahi Beer, Taian Taishan Beer, Jinan Baotu Beer, Linyi Silver Wheat Beer and Dongping Amber Beer and other beer brands. Industry sources pointed out that the Henan Province, the reason why the Goldstar Beer Group selected Tancheng Tancheng to build new companies, is located in Tancheng, Shandong Province, the southern gate of the geographic location. Jinxing Group General Manager Wang Zhi said, set up a factory here, outside the rivals can be rejected, the competition can be suppressed, on the influence of the central China market, the lower can be limited to the east China market, radiation market in the south.

It is also understood that the focus of competition in Shandong beer in the city, leaving behind a large area of the rural market, and "Goldstar" strength is to do the rural market. Tancheng as the center, the best sales radius of 150 kilometers without large-scale beer manufacturers. Tancheng county population of more than 980,000 people, a large rural consumer population contains a huge market potential. This is also an important reason why Goldstar Group chose to set up a factory in Tancheng.

The main competing brands in the area are: Silver Wheat Beer, Prince Beer and Golden Star Beer

Market performance of competing brands:

Silver Wheat Beer's factory is located in Linyi. Linyi is the base of Silver Wheat Beer. In terms of sales volume, Silver Wheat Beer ranks first in the Linyi market. The "Extra Sharp" beer has the words "Great Hall of the People" printed on it, which is defined as the government's special wine. The government of Linyi City has given a lot of policy support to Silver Wheat Beer, which has dominated Linyi with stable sales. The price of Silver Wheat Beer ranges from RMB 2-10. In 2005, the sales volume of Silver Wheat Beer reached 270,000 tons, and the sales network of Silver Wheat Beer covers all counties and towns in Linyi, and the neighboring areas of Zaozhuang and Weifang have good sales performance, for example, in Zaozhuang, Silver Wheat Beer is one of the most important competitors of Laoshan Beer. Silver Wheat Beer has deep roots in Linyi, and local consumers are very loyal to Silver Wheat Beer.

Prince Beer, a beer brand from Jiangsu province, has a certain degree of local popularity in Linyi, especially its slightly sweet taste that is liked by the local people and has a high rate of purchase in hotels by name.

Jinxing Beer, a beer brand from Henan, does not have a large sales volume in Linyi, and its stores are mainly located in the suburban area, which has a certain mass base.

The main means of promotion adopted by each competing brand in the local area:

Yinmai Beer mainly buys stores, makes stacks in the stores, makes store signs for free, and also executes bottle cap redemption activities. In addition, silver wheat beer is positioned as the government special wine, silver sells beer every year to the Linyi city government to provide a large number of free beer (according to Tsingtao Beer's office manager in Linyi office manager Ma said, silver wheat beer every year for the government to provide about 200,000 yuan of silver wheat beer for free, but this data we think that is yet to be proved, just for reference), the government meeting or the government banquet VIPs are drinking silver wheat beer.

Prince beer is free to do store signs, in Linyi did not find prince beer to do other activities, rely solely on the terminal for sales.

Jinxing Beer is free of charge, and its stores are mainly located in the suburbs of Linyi.

Three, consumer analysis

Linyi City is the largest wholesale city in Shandong Province, with dozens of large and small wholesale cities, most of the local people to wholesale small commodities to make a fortune, there are more families with private cars, Linyi City, the consumer's high level of consumption. Linyi City has nearly one-ninth of the population of Shandong Province, with a large consumer group. The local people of Linyi are bold and generous, influenced by the local silver wheat beer with many years of history, the local people have a certain dependence on the consumption of beer and customary, and consume a large amount of beer every year, which is a beer consumption metropolis.

Linyi has more local cultural activities, but like the form of community roadshow, the local rarely seen, through the visit to the consumer, consumers are more welcome to such activities. There are also local people reflected, Linyi people usually just love to get together, hope that such activities more.

In terms of media, Qilu Evening News and Yimeng Evening News have high circulation in the local area, which is the main channel for consumers to receive product information, while store signs or posters in the store are also effective channels for information product output.

In Linyi, consumers generally prefer Silver Wheat Beer, which mainly depends on the fact that Silver Wheat Beer is an old brand in Linyi, and local citizens have formed a habit of consuming Silver Wheat Beer, and consumers are very loyal to Silver Wheat Beer.

Four, the local market environment analysis

September, in Linyi, the larger festivals are mainly in the Book Sage Cultural Festival. The Sage of Calligraphy in the festival comes from the "Sage of Calligraphy" known as Wang Xizhi (Wang Xizhi is a Linyi native). Last year's festival was also held in the third cultural excellence fair and local products exhibition and marketing, mainly cultural and product exhibitions, exhibitions and marketing activities.

Qilu Evening News and Yimeng Evening News have a high circulation in the area. Linyi's TV stations are also of good quality and have relatively good ratings. The buses in Linyi are relatively old, so advertising on the buses will damage the image of Laoshan Beer.

Linyi People's Square is the largest square in Linyi (bigger than Quancheng Square in Jinan), located in the center of Linyi City, a busy area, with a lot of pedestrians and vehicles, it is very suitable for large-scale roadshows.

Five, Laoshan beer in the local market performance

Laoshan beer into Linyi often later than silver wheat beer, low visibility in the local.

Laoshan beer in the local supermarkets sell 2 yuan, barbecue stalls sell 3 yuan, with good sales in the Linyi market Silver Wheat beer, Silver Wheat draft beer compared to the price is low (Silver Wheat plastic package sales in general, the price and Laoshan beer is comparable), but Laoshan beer relative to the Silver Wheat beer, Silver Wheat beer, the purchase of a low rate of pure draft beer.

Currently, Laoshan Beer has only developed five of the nine counties in the Linyi market, Tancheng, Cangshan, Jounan, Yishui and Yinan, with Jounan being a recent development and the other four counties still undeveloped.

In Yishui County, Silver Wheat Beer occupies 50% of the market, Laoshan Beer occupies 35% of the market, and other small brands of wine total **** can account for 5%. In Yinan Laoshan beer can be in 60% of the market, Yinmai accounted for 35%.

Laoshan Beer entered Linyi, last year, put 200 pieces of store signs, caused by Silver Wheat Beer's malicious competition, was Silver Wheat Beer to dismantle 100 pieces, but put the billboards in a certain period of time to the sales of Laoshan Beer to bring certain effects. 2006 Ambassador Selection Competition by the Linyi Municipal Government of Linyi City, which is directly close to the municipal government's relationship with the competition at the same time also welcomed by local people. The competition was also welcomed by the local people, who were highly motivated to participate in the competition.

Laoshan Beer has not done any activities or systematic promotion in Linyi. This mainly depends on the Laoshan in Linyi market is not good, is in the stage of laying the foundation, in Laoshan beer in Shandong three types of market, Linyi market belongs to the accumulation of the market, is still in the primary stage of the market. Suggestions for activities, combined with visits to the Heze market and Unicom to do with the "pay phone bills, send Laoshan beer" activities, Ma manager believes that very feasible. Tsingtao Beer Guo Hao proposed to buy a packet of Laoshan beer to send a scratch card activities, that is, the card is the city's spokesman, set up 17 city spokesman's image to send ** Laoshan beer. This activity is also considered feasible by Manager Ma. Roadshow and other activities, the manager of the horse that the market in Linyi is still in the basic stage, to do some small community performances is very necessary, which is mainly not with the "tigers" head-to-head blood fight, while numbing each other.