2. CHINA CHINESE
DISTILLED SPIRIT
MARKET REPORT
Beijing Zeefer Consulting Ltd.
October 2011

3. INTRODUCTION
This report discusses the Chinese distilled spirit market in China mainly from
the following sections.
- Size of Chinese Distilled Spirit Market in China
Based on Zeefer's China Market Size Formula, by the analysis on China
Chinese distilled spirit market size, industry sales revenue and domestic
Chinese distilled spirit output in 2008 - 2010, this report presents a picture of
the real development of Chinese distilled spirit market in China and changes
in the overall market size.
- Hot Areas of China Chinese Distilled Spirit Market
Based on the comparison and analysis on China's Chinese distilled spirit
production and import in different provinces or cities, this report points out
those hot areas in China for Chinese distilled spirit market deserve most
attention.
- Top 10 Enterprises in China Chinese Distilled Spirit Industry
Based on the comparison and analysis on top 10 leading enterprises in China
Chinese distilled spirit industry in terms of sales revenue, market share and
number of employees, the report shows their positions in the Chinese distilled
spirit market in China. Additionally, this report lists basic contact information
of the top 10 leading enterprises.
- Market Share and Market Structure of China Chinese Distilled Spirit
Market
This report analyzes the Chinese distilled spirit market share distribution in
China by segments based on enterprises nature (leading enterprises, foreign
enterprises, state-owned and private enterprises), imports of Chinese distilled
spirit product and regional markets in China in terms of sale revenue,
profitability, production volume, number of enterprises and the value of
imports... The report offers data on the market shares of imported Chinese
distilled spirit products, foreign enterprises and enterprises in other forms. It

4. also offers a comparison of profitability by forms of enterprise ownership,
presents a picture of the market share of leading enterprises and the
distribution of major regional markets in China. In addition, the report figures
out the structure and concentration ratio of the current Chinese distilled spirit
market in China by means of Bain's Market Structure Classification and Index
of CR4.
- Import and Export of Chinese Distilled Spirit Products
In this section, the report includes the main source countries / regions of
imported Chinese distilled spirit products for China and their market shares,
the domestic destinations of imported Chinese distilled spirit products in
China and shares for these destinations, major export destinations (countries
or regions) for Chinese produced Chinese distilled spirit products and shares
of these destinations, major origins of the exported Chinese distilled spirit
products and their shares.
- Chinese Distilled Spirit Industry Standards in China
The report lists relevant national standards and/or industrial standards
concerning Chinese distilled spirit products generally accepted in the Chinese
distilled spirit industry in China, including standard names both in Chinese
and English as well as their unified code numbers.
- Major Chinese Distilled Spirit Importers in China
The report lists 10 major importers for Chinese distilled spirit products in
China and provides their contact information such as company name, address,
website, telephone number and fax number.
- Summary on Key Statistics of the Chinese Distilled Spirit Industry in
China
Based on the concise analysis on the sales revenue, production volume,
number of enterprises, total profit, total loss, total assets, return on the asset
and profit margin as well as other key statistics, China Chinese Distilled Spirit
Market Report presents the current situation, the growth rate and profitability
of the Chinese distilled spirit industry in China.

5. DECLARATION
Beijing Zeefer Consulting Ltd. and (or) its affiliates (hereafter, "Zeefer")
provide this report with the greatest possible care. Nevertheless, Zeefer makes
no guarantee whatsoever regarding the accuracy, utility, or certainty of the
information in this report. Further, Zeefer disclaims any and all responsibility
for damages that may result from the use or non-use of the information in this
report.
The information in this report may be incomplete and/or may differ in
expression from other information in elsewhere by other means. The
information contained in this report may also be changed or removed without
prior notice.

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CONTENT
CHAPTER 1 PRODUCT DEFINITION.................................................................1
CHAPTER 2 MARKET SIZE ...................................................................................3
2.1 ANALYSIS ON THE CHINESE DISTILLED SPIRIT MARKET SIZE.......3
2.2 ANALYSIS ON THE CHANGES IN CHINESE DISTILLED SPIRIT
PRODUCTION VOLUME IN RECENT YEARS ................................................5
2.3 AN OVERVIEW ON CHINESE ECONOMY................................................6
CHAPTER 3 HOT SPOTS FOR CHINESE DISTILLED SPIRIT PRODUCTS
ACROSS CHINA .....................................................................................................10
CHAPTER 4 INDUSTRY OVERVIEW................................................................12
4.1 A SUMMARY ON THE INDUSTRY............................................................12
4.2 AN ANALYSIS ON THE PROFITABILITY OF THE INDUSTRY...........13
CHAPTER 5 ANALYSIS ON IMPORT & EXPORT .........................................16
5.1 AN OVERVIEW ON THE IMPORT & EXPORT........................................16
5.2 A DETAILED ANALYSIS ON IMPORT & EXPORT OF CHINESE
DISTILLED SPIRIT PRODUCTS.........................................................................18
5.2.1 ANALYSIS ON MAJOR COUNTRIES OF ORIGIN FOR THE
IMPORTED CHINESE DISTILLED SPIRIT PRODUCTS ............................18
5.2.2 ANALYSIS ON THE MAJOR FLOW DESTINATIONS INSIDE
CHINA ................................................................................................................20
5.2.3 ANALYSIS ON MAJOR EXPORT DESTINATIONS ...........................21
5.2.4 ANALYSIS ON MAJOR ORIGINS IN CHINA......................................23
CHAPTER 6 THE MARKET SHARE...................................................................25
6.1 ANALYSIS ON THE CONCENTRATION OF CORPORATE SALES
REVENUE ..............................................................................................................25
6.1.1 ANALYSIS ON THE CONCENTRATION OF SALES REVENUE
FROM LEADING ENTERPRISES ...................................................................25
6.1.2 COMPARATIVE ANALYSIS ON SALES REVENUE FROM TOP 10
ENTERPRISES WITH INDUSTRY AVERAGE..............................................27
6.2 ANALYSIS ON THE CONCENTRATION BY AREA IN TERMS OF THE
MARKET SHARE..................................................................................................29
6.2.1 ANALYSIS ON CONCENTRATION OF REGIONAL SALES
REVENUE ..........................................................................................................29
6.2.2 ANALYSIS ON THE CONCENTRATION OF REGIONAL
PRODUCTION VOLUME................................................................................30
6.3 MARKET POSITION OF FOREIGN ENTERPRISES AND THE TREND
IN RECENT YEARS..............................................................................................32
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6.3.1 CHANGES IN THE SHARES OF FOREIGN ENTERPRISES IN
TERMS OF THE NUMBERS AND THE COMPARISON OF FOREIGN
ENTERPRISES AND ENTERPRISES OF OTHER OWNERSHIP ...............32
6.3.2 CHANGES IN THE SHARES OF SALES REVENUE FROM FOREIGN
ENTERPRISES AND COMPARISON WITH THAT FROM ENTERPRISES
OF OTHER OWNERSHIP ................................................................................34
6.3.3 PROFITABILITY OF FOREIGN ENTERPRISES AND COMPARISON
WITH ENTERPRISES OF OTHER OWNERSHIP .........................................36
6.4 ANALYSIS ON THE MARKET SHARE OF IMPORTED PRODUCTS
AND RELEVANT VARIATIONS IN RECENT YEARS ..................................38
CHAPTER 7 TOP 10 ENTERPRISES ...................................................................40
7.1 SICHUAN YIBIN WULIANGYE GROUP CO., LTD. ...............................40
7.2 MAOTAI GROUP CO., LTD. ........................................................................40
7.3 LUZHOU LAOJIAO GROUP CO., LTD......................................................41
7.4 HUBEI DAOHUAXIANG GROUP ..............................................................42
7.5 SHANXI XINGHUACUN FENJIU GROUP CO., LTD. ............................42
7.6 JIANGSU YANGHE WINERY CO., LTD....................................................43
7.7 HUBEI ZHIJIANG GROUP CO., LTD. ........................................................43
7.8 SICHUAN JIANNANCHUN GROUP CO., LTD.......................................44
7.9 JIANGXI SITIR LIQUOR CO., LTD..............................................................45
7.10 SICHUAN LIANGJIU GROUP CO., LTD. ................................................45
CHAPTER 8 PRODUCT STANDARD SYSTEMS............................................47
CHAPTER 9 LIST OF MAJOR IMPORTERS.....................................................48
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CHAPTER 3
HOT SPOTS FOR CHINESE
DISTILLED SPIRIT PRODUCTS
ACROSS CHINA
Figure 5 Nationwide distribution map of Chinese distilled spirit mfg. enterprises above
designated size across China
Heilongjiang
61
Jilin
87
Inner Mongolia
65 Liaoning
Xinjian 107
Hebei Beijing
13
7
60 Tianjin
Shanxi 6
Ningxia Shandong
22 17
Qinghai 9 208
<4
Gansu Henan Jiangsu
24 Shaanxi 140 Anhui 80
Tibet Shanghai
Hubei 104 <4
Sichuan 74 Zhejiang
258 31 11
Chongqing Jiangxi
Hunan
21 Fujian
Guizhou 42
68 17
1-9 1
10-19 Yunnan Guangdong 10
17 Guangxi
34
20-39 20 20
40-69 40
70-159 70
Hainan
160+ 160
Sichuan, Shandong and Henan are the major production bases for Chinese
distilled spirit in China. From Jan. to Nov. 2010, enterprises engaged in
Chinese distilled spirit production above designated size in the above three
areas added up to 606 firms, accounting for about 37.71% of all Chinese
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6.3 MARKET POSITION OF FOREIGN
ENTERPRISES AND THE TREND IN RECENT
YEARS
6.3.1 CHANGES IN THE SHARES OF FOREIGN
ENTERPRISES IN TERMS OF THE NUMBERS AND THE
COMPARISON OF FOREIGN ENTERPRISES AND
ENTERPRISES OF OTHER OWNERSHIP
Figure 18 Changes in the percentage of numbers of foreign Chinese distilled spirit mfg.
enterprises across China and the changes in the percentage of numbers of major type of
ownership enterprises
2008 2009 2010
Percentage of foreign enterprises Changes in the percentage 1607
of
全国 1228 1434
in term s of the num ber of num bers of m ajor type of
oreign-funded 25 25 22
enterprises in 2010 ow nership enterprises
e of ownership 1585
Private 740 942 1077rivate
29% 25% 25%
Joint-equity 75 80 91 quity
1.37%
State-owned 60 47 3% 3%45
5% 6% 6%
Others 353 6% 365 394
Private 60% 66% 67%
Joint-equity 6% 6% 6%
98.63%
State-owned 5% 3% 3%
66% 67%
Others 29% 60% 25% 25%
2008 2009 2010
Foreign-funded Others type of ow nership Private Joint-equity State-ow ned Others
In 2010, among the 1,607 Chinese distilled spirit mfg. enterprises above
designated size across China, 22 are foreign enterprises, accounting for about
a share of 1.37% of all. In terms of the number of enterprises, there were 3
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