With the influx of foreign-branded beer into the China market, as
well as the aggressive pricing and promotional strategies implemented by
some major state-owned breweries, the Company anticipates that competition
in the Chinese beer market will continue to be intense in 2003, and additional
marketing and advertising efforts will have to be implemented in order to maintain
the market leadership position of Pabst Blue Ribbon beer.
MARKETS
Difficulties
in the Chinese beer market continued unabated in recent years. Prices in general
continued to decline due to aggressive competition and over-capacity. It is estimated
that nearly half of the total beer production capacity in China was idle. There are
about 600 breweries left in the market in China. Larger national beer group are
still vigorously conducting their expansion plans in China through merger and
acquisition in an attempt to consolidate and broaden their market share in China.
Many breweries compete by selling their products at very low margins and have
switched their focus to cheaper local brands in their product portfolio in order
to maintain their production and sales volume.
Management anticipates that the market demand for higher-priced foreign premium labels
will continue to be stagnant as consumers shift to lower-priced but improved quality
local beer products. The competition among major Chinese breweries to maintain market
share under the current market conditions is also expected to exert continuing pressure
on the Company's operating results during 2003. Management has responded to changing
market conditions by consolidating and rationalizing the production and operations of
the two major breweries in Zhaoqing through the pooling of management resources, by
broadening its product line and expanding its distribution efforts. The Company is
taking steps to maintain its premium beer market share and to develop a new range of
medium-to-low priced products under separate labels to suit the market's
changing needs.
COMPETITION
Of the brands comprising the
foreign premium sector, Budweiser, Suntory, Pabst Blue Ribbon and San Miguel are the major
market leaders. Tsingtao, Yanjing and Zhujiang are major mainstream local premium brands.
Other companies seeking to develop market share in the Chinese market include Heineken,
Carlsberg, Beck's, Asahi, Miller, Foster's, Kirin, and Stella Artois.
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