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Surging Sales Revenue
From 2003 to 2007, the Chinese Distilled Alcohol Manufacturing Industry in China developed rapidly, especially during 2005-2007, when the year-on-year growth rates were all above 30%. The sales revenue was estimated to reach $22.2 billion in 2008, at a slower growth rate of about 22%. In the first 8 months of 2009, industry revenue reached $18.20 billion, and it is forecast to total $27.30 billion in the year, up 23.2% from 2008.

In recent years, medium and high-grade products have gradually grabbed market shares of low-grade products within this industry. As people’s living standard improves, more consumers consider drinking good liquor for spiritual enjoyment, which leads to increasing consumption of high quality Chinese spirits. The enterprises increased their output of medium and high-grade products, and average price of the Chinese spirits keep rising, contributing to revenue growth of the industry.

Steadily Increasing Output and Sales Volumes
From 1992, output of Chinese distilled alcohol maintained high growth, peaking at 8.01 million tons in 1997. After that, the output began to decline. In 2004, the output of Chinese distilled alcohol was only 3.12 million tons. From 2005, the output of Chinese distilled alcohol began to resume its growth, reaching 3.49 million tons in the year. In 2008, the output totaled 5.11 million tons. During 2009, the output growth accelerated, with 649,600 tons produced in October, up 25.8% from the same month in 2008.

The total demand for distilled alcohol has been steadily increasing, especially for medium and high-grade products. After the downturn during 2002-2004, the industry began to recover from 2005. The sales-output ratio was maintained around 100% while output increased significantly. In 2005, the sales volume reached 3.49 million liters, up 11.2% from 2004, with sales-output ratio at 103%; in 2006, the sales volume reached 4.00 million liters, up 14.1% and with a sales-output ratio of 97%; in 2007, the figures were 4.84 million liters, 21.4% and 98% respectively.

Brand Integration Strengthened
The Chinese Distilled Alcohol Manufacturing Industry was going through industrial structural adjustment, mergers and acquisitions, as well as successful brand building in recent years. In 2008, brand integration was accelerated in this industry. On one hand, the leading enterprises expanded through capital operation, enhancing their own brand power. On the other hand, integration of the second-tier brands was also strengthened, which effectively improved the brand level and hence the overall competitiveness of the whole industry.

By courtesy of ©ACMR-IBISWorld Reports, 2009

ACMR ALL CHINA MARKETING RESEARCH CO., LTD.