CHINA FRUIT WINE MARKET REPORT

Beijing Zeefer Consulting Ltd. May 2011

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

market in China by means of Bain's Market Structure Classification and Index of CR4. - Import and Export of Fruit Wine Products In this section, the report includes the main source countries / regions of imported fruit wine products for China and their market shares, the domestic destinations of imported fruit wine products in China and shares for these destinations, major export destinations (countries or regions) for Chinese produced fruit wine products and shares of these destinations, major origins of the exported fruit wine products and their shares. - Fruit Wine Industry Standards in China The report lists relevant national standards and/or industrial standards concerning fruit wine products generally accepted in the fruit wine industry in China, including standard names both in Chinese and English as well as their unified code numbers. - Major Fruit Wine Importers in China The report lists 10 major importers for fruit wine 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 Fruit Wine Industry in China Based on the concise analysis on the sales revenue, number of enterprises, total profit, total loss, total assets, return on the asset and profit margin as well as other key statistics, China Fruit Wine Market Report presents the current situation, the growth rate and profitability of the fruit wine industry in China.

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 FRUIT WINE MARKET SIZE....................................3 2.2 AN OVERVIEW ON CHINESE ECONOMY................................................5 CHAPTER 3 HOT SPOTS FOR FRUIT WINE PRODUCTS ACROSS CHINA .........................................................................................................................9 CHAPTER 4 INDUSTRY OVERVIEW................................................................11 4.1 A SUMMARY ON THE INDUSTRY............................................................11 4.2 AN ANALYSIS ON THE PROFITABILITY OF THE INDUSTRY...........12 CHAPTER 5 ANALYSIS ON IMPORT & EXPORT .........................................15 5.1 AN OVERVIEW ON THE IMPORT & EXPORT........................................15 5.2 A DETAILED ANALYSIS ON IMPORT & EXPORT OF FRUIT WINE PRODUCTS............................................................................................................16 5.2.1 ANALYSIS ON MAJOR COUNTRIES OF ORIGIN FOR THE IMPORTED FRUIT WINE PRODUCTS .........................................................16 5.2.2 ANALYSIS ON THE MAJOR FLOW DESTINATIONS INSIDE CHINA ................................................................................................................18 5.2.3 ANALYSIS ON MAJOR EXPORT DESTINATIONS ...........................19 5.2.4 ANALYSIS ON MAJOR ORIGINS IN CHINA......................................20 CHAPTER 6 THE MARKET SHARE...................................................................22 6.1 ANALYSIS ON THE CONCENTRATION OF CORPORATE SALES REVENUE ..............................................................................................................22 6.1.1 ANALYSIS ON THE CONCENTRATION OF SALES REVENUE FROM LEADING ENTERPRISES ...................................................................22 6.1.2 COMPARATIVE ANALYSIS ON SALES REVENUE FROM TOP 10 ENTERPRISES WITH INDUSTRY AVERAGE..............................................24 6.2 ANALYSIS ON THE CONCENTRATION BY AREA IN TERMS OF THE MARKET SHARE..................................................................................................26 6.3 MARKET POSITION OF FOREIGN ENTERPRISES AND THE TREND IN RECENT YEARS..............................................................................................28 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 ...............28 6.3.2 CHANGES IN THE SHARES OF SALES REVENUE FROM FOREIGN ENTERPRISES AND COMPARISON WITH THAT FROM ENTERPRISES OF OTHER OWNERSHIP ................................................................................30
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6.3.3 PROFITABILITY OF FOREIGN ENTERPRISES AND COMPARISON WITH ENTERPRISES OF OTHER OWNERSHIP .........................................32 6.4 ANALYSIS ON THE MARKET SHARE OF IMPORTED PRODUCTS AND RELEVANT VARIATIONS IN RECENT YEARS ..................................34 CHAPTER 7 TOP 10 ENTERPRISES ...................................................................36 7.1 JING BRAND CO., LTD.................................................................................36 7.2 YANTAI FEILONGWANG WINE CO., LTD. ............................................36 7.3 LINXIANG MINGGE BIOTECHNOLOGY CO., LTD. .............................37 7.4 NINGXIAHONG WOLFBERRY INDUSTRY GROUP CO., LTD............38 7.5 HAINAN YEDAO CO., LTD.........................................................................38 7.6 QINGHAI QINGHUA BOZHONG BIOTECHNOLOGY CO., LTD.......39 7.7 DANGFUWANG FOOD CO., LTD..............................................................39 7.8 YANTAI TIANYUAN SHANZHUANG WINERY CO., LTD. ................40 7.9 PUTIAN LVSHEN GARDEN BUSCH CO., LTD.......................................41 7.10 ZHEJIANG ZHIZHONGHE BUSCH CO., LTD.......................................41 CHAPTER 8 PRODUCT STANDARD SYSTEMS............................................43 CHAPTER 9 LIST OF MAJOR IMPORTERS.....................................................44

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CHAPTER 3 HOT SPOTS FOR FRUIT WINE PRODUCTS ACROSS CHINA

Figure 4 Nationwide distribution map of fruit wine mfg. enterprises above designated size across China

Heilongjiang 10 Jilin Inner Mongolia 5 Hebei 6 Liaoning <4

Xinjian

Beijing <4 Tianjin <4

Qinghai

Ningxia <4 Gansu

Shanxi < 4 Shandong <4 5 14 Henan 14 Hubei 11 Jiangsu 5

Shaanxi Tibet <4 Sichuan 13

Anhui 6

5 Chongqing Guizhou Hunan 20

Shanghai 5 Zhejiang 7

Jiangxi 4 Fujian 11

1-3 4 5-8 9 10+

Yunnan <4

Guangxi 9

Guangdong 18

Hainan <4

1 4 5 9 10

Hunan, Guangdong, Shandong and Henan are the major production bases for fruit wine in China. From Jan. to Nov. 2010, enterprises engaged in fruit wine production above designated size in the above four areas added up to 66 firms, accounting for about 35.29% of all fruit wine producers above designated size all over China for the same period. Among them, 20 firms were in Hunan, accounting for 10.7% of all producers above designated size
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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 16 Changes in the percentage of numbers of foreign fruit wine mfg. enterprises across China and the comparison of foreign enterprises and enterprises of other ownership
2008
Percentage of foreign enterprises 136 in term s of the num ber of oreign-funded 19 enterprises in 2010 9.09%

2009

2010

e of ownership

Changes157 in the percentage of 187 num bers of foreign-funded 17 17 enterprises

170

Private oreign-funded Joint-equity Others Private oreign-funded Joint-equity Others

90.91%

82 19 7 28 60% 14% 5% 21%

21% 5% 14%

60%

98 23% 17 4% 6 11% 36 62% 11% 62% 4% 23%

25% 117rivate

17 nded 6 47 63% 9% 63% 3% 25%

3% 9%

2008 Private Foreign-funded Others type of ow nership Joint-equity

2009

2010 Foreign-funded Others

In 2010, among the 187 fruit wine mfg. enterprises above designated size across China, 17 are foreign enterprises, accounting for about a share of 9.09% of all. In terms of the number of enterprises, the foreign enterprises in 2009

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