China Soft Drinks Market 1999:
A Comprehensive Review of a Complex Market  

Coke and Pepsi products now available in multipacks, one of many illustrations from the report
This 450 page report (sample pages are posted on the IMES site) is probably the most comprehensive on the soft drinks market in China ever produced. Now in its third edition since 1994, the study benefits from continuity in research methods using the proven IMES/inter-fas approach. It is available in four separate sections.

Market Environment - an overview of the market for soft drinks in China, unparalleled in its detail and examination of strategic implications for the recent market moves by major industry players. It also includes profiles of major consuming and producing regions. A "must have" for any executive
committing resources to the China market.

Carbonated Drinks - details size, growth, packaging segmentation, manufacturing and distribution strategies for major foreign and local players in the carbonated drinks market, including carbonated tea drinks.

Still RTD Drinks - details size, growth, packaging segmentation, manufacturing and distribution strategies for major foreign and local players in the market, including details on juices, vegetable protein drinks, functional drinks, RTD tea and coffee.

Bottled Water - details size, growth, packaging segmentation, manufacturing and distribution strategies for major foreign and local players in the bottled water market. This includes not only the PET consumer packed water market, but also the burgeoning carboy water market and distilled mineral and purified waters.

Each sector report summarises all of the changes, threats, opportunities and trends with market volume for the period 1990-1999 and forecasts to 2002. Also covered are brand shares, flavour segmentation, sales and distribution methods, pricing and promotional initiatives and spending.

Now approaching early maturity, the China soft drinks market is exhibiting the classic signs of that stage i.e. the serious operators are trying to preserve their market shares and margins by innovating in production methods, packaging, distribution, pricing and promotion.  

Updated aseptic carton designs stand out 
compared with traditional motifs|

They are doing this as a result of intensive competition among local and foreign brands vying for the consumer's attention and also because the macro economic scene has changed dramatically. The structural reforms initiated by Deng Xiao Ping, leading to a shift from a command based to demand driven economy, are finally taking their toll on State Owned Enterprises (SOEs) while the laissez faire exuberance of the International Trust and Investment Companies (ITICs) has led to their being constrained. The government has walked an economic tightrope between the Asian financial crisis on
the one hand and the imperative to maintain growth at home. Price erosion in soft drinks is already evident and everyone's market share is threatened - including Coke and Pepsi. There have been significant changes in packaging availability and costs.

The report identifies the changing nature of the competition, profiles the main market participants, including all the major international operators together with the up and coming and already arrived domestic producers such as Wahaha (Danone), Robust, Xurisheng, Fenhuang, Coconut Palm, Lulu, Dole etc

The report charts the changes in market penetration available to manufacturers who have chosen contract packing, streamlined distribution, and more effective transport methods based on the growth of one way packs to exploit the undoubted potential in the rural hinterlands.

It emphasises the impact on producer pricing and service caused by the rapidly increasing strength of the incoming chain stores - there are already 15,000 chain
store outlets and future growth will be exponential. The Government has announced that it is throwing open the doors to both foreign wholesale and retail giants.

The game today is about getting closer to the consumer. Traditional Chinese retailers have always been masters of the craft and the majors will have to follow suit. This is not to play down the role of the wholesalers - they will always be around but the survivors will have to add value to the producer and the retailer in equal measure. 

This wide ranging report contains much hard information which has been painstakingly distilled from this vast and varied market.  Sample pages are available on the IMES website.   It describes the strategic options open to ambitious businesses already in China and to new or prospective entrants and is indispensable to even the best informed company. 

Complete report 450 pages in Powerpoint format, 
including the Market Environment Overview -       UK Pounds Sterling 5000

Single product sections -                                         Contact inter-fas

To order this  IMES / inter-fas published report go to order form , print out a copy, fill it out and fax it to IMES. 

To go to  IMES homepage