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Asahi Beer company has a dream, five years later, among the top ten food companies in the world. But now the situation seems a little embarrassed. This has been 130 years of history, Japan's most famous beer manufacturer, hopes to achieve after five years of total Sell The amount of 2 trillion -2.5 trillion yen. Asahi boosters to achieve this vision is rapidly expanding overseas business. According to its strategic plan, by 2015, the Asahi company's overseas sales will account for 20% of total sales -30%. According to the Asahi newspaper company to provide information, in 2009, the Chinese market accounted for sales of Asahi's total revenue accounted for approximately 1%. At this stage, Asahi beer into the Chinese market has been 15 years. Have not been approved by the Asahi company information, Asahi beer in China in 2008 sales of 13.3 billion yen, an operating loss of 2.7 billion yen. Worrying in such a situation the overseas market, will depend on what the DPRK and Japan to achieve explosive growth? Low-key to become dormant in early 2009 before the second largest shareholder in Tsingtao, Asahi beer market in China has been in a dormant state of low-key. In 1994, the Asahi Beer officially entered the Chinese market. Beer Asahi Co., Ltd. has invested in Hangzhou, Quanzhou Qingyuan Beer Asahi Co., Ltd., Yantai Beer Asahi Co., Ltd. (now "Qingdao, Yantai Beer Asahi Company"), Beijing Beer Asahi Co., Ltd., production and sales of Asahi beer, AsahiSuperDry, Beijing beer Hangzhou beer, Yantai beer, thus beginning the Asahi beer in the prelude to China's development. In 1999, the Asahi beer was still a joint venture between Shenzhen and Qingdao, China built the most advanced at that time known as the beer factory. , The Asahi beer business in China, a new round of expansion was concentrated in the 2004 to 2006, including Beijing Asahi beer company's new plant construction, Huzhou in Zhejiang Province to establish a "West Lake Beer Asahi Co., Ltd. of Zhejiang." After this round of expansion, Asahi beer production capacity in China is expected to reach about 82 million tonnes, sales of about 740,000 tons. However, not less time to enter the Chinese market, the Asahi, but did not get much in market share improvement. From 1994 to 2003, the Asahi beer basically unknown in the Chinese market; massive counter-offensive in 2004, including the use of "Beijing beer" brands raise consumer awareness, but Marketing Other links, then failed to shake the foundation of Yanjing beer. Data show that in 2008, the Asahi Beer-invested enterprises in China's beer sales volume of 650,000 tons of total up and down. But this kind of production and sales, domestic second-line other than Venus was less beer brands. During this period, the major Chinese beer giant launched a local beer company takeover battle. Through a series of acquisitions, the new expansion, the Chinese beer market has reached the first Army millions of tons of heavy-weight production and sales, worse such as China Resources Snow, set a 2010 goal of 10 million tons of production. In contrast, Asahi beer in China, the rate of expansion seems to have been negligible. In the scale, pricing strategies are not the dominant case, the Asahi beer try to high-end, some market segments as a starting point, hoping to find a new way. Such as developing products for household consumption Stout. While Asahi's Stout opened a market situation, and get some brand recognition, but with China in high-end beer market, compared to other brands such as Budweiser, Carlsberg, Heineken, etc., can only be called mediocre Asahi . Research Strategy Group in China, chief researcher at Samsung Qiu Jing seems, the Chinese market, complexity, including many of the Japanese Asahi beer, including food manufacturing companies failed to reach an important reason for good performance. Including beer, Beverages Etc., are all fast moving consumer goods food manufacturing industry in China, this is a perfectly competitive, and even over-competitive industry. China's consumer market is changing very quickly, the enterprise is a great challenge. Meanwhile, as China's vast, complex market segmentation, this way, the distribution channels set up work more difficult. In addition, Chinese consumers value brands, but specific to a certain brand loyalty is low, it is easy to switch between the brand, is also more sensitive to price. However, including the DPRK and Japan, including Japanese food manufacturers, in brand building, promotion and channel building performance rarely rosy. I am an expert from qiaodu.net, while we provides the quality product, such as China Glass Digital Bathroom Scale , electronic truck scale, weight counting scales,and more.
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