The IWSR Baijiu Report 2011

The IWSR Baijiu Report 2011 is an in-depth look at the baijiu category in China. Information on this category is scarce, translation sometimes difficult, and attempts to interpret Chinese official regulations almost impossible. This report collates the information available and also includes local industry insight to give a relatively accurate picture of the current market situation and major players.

Just under 1bn nine-litre cases of baijiu were produced in 2010 and the category continues to grow. As opposed to other countries where local spirits dominate, baijiu in China is not always synonymous with low price: a super/ultra-premium/prestige baijiu segment has always existed and is currently expanding faster than the low-priced segments.

This report gives an overview of the structure of the market, the nature of production, the top companies by volume, the top brands by value and consumption by quality. Learn about the drinking culture surrounding baijiu and how the route-to-market differs from other spirits. The report also includes detailed information on current foreign investment in baijiu by Western spirits multinationals. Discover where opportunities and potential pitfalls lie within the market, as well as the forecasted outlook for baijiu in China.

Table of contents

Index of Illustrations and Tables

Executive Summary

Product Definition

Global Context

Baijiu Production
Area of production
Production process

Baijiu Consumption
Consumer profile of super/ultra-premium baijiu
The gifting occasion of consumption, showing face in China
Route-to-market

Major players in the super/ultra-premium baijiu market
Market competition in standard baijiu
The opportunity for standard Chinese spirits
Three competing brand types in the standard range of baijiu
Low-priced baijiu
65% of baijiu producers are of small scale
Where does the opportunity lie? The space (price gap) left by famous spirits companies

Marketing

Foreign Investment in Baijiu Companies
Diageo
Pernod Ricard
LVMH
ThaiBev
Baijiu Export Potential

2011 Outlook and Beyond
Forecast for some major baijiu companies
Chinese spirits market in the 12th five-year plan (2011-2015)
Five elements of the future market
Three elements influencing the development of Chinese spirits
The future
Price control

Sources

Index of Illustrations and Tables
Picture: Moutai's Kweichow
Chart 1: Baijiu share of the global spirits market
Chart 2: Baijiu share of the global ultra-premium spirits market
Table 1: Provinces of China - Figures show baijiu production in million litres
Table 2: Baijiu production - '000s litres
Table 3: Baijiu in China vs. shochu in Korea - '000s 9-litre cases
Table 4: Baijiu in China consumption by quality
Table 5: Premium baijiu in China compared to premium imported spirits in China
Picture: Wuliangye 68% luxury package and classic package
Table 6: Major players in the baijiu industry
Table 7: Value of major baijiu brands in 2010
Table 8: Moutai retail shelf price evolution (50cl)
Picture: Diageo's Shui Jing Fang
Table 9: Chinese living abroad
Table 10: 2011 monthly production figures ('000s Litres)
Table 11: The IWSR China Spirits Forecast Report, local vs imported by quality

Related research categories

By sector: Spirits