2. CHINA FRUIT WINE
MARKET REPORT
Beijing Zeefer Consulting Ltd.
May 2011

3. 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

4. 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.

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 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
6
Inner Mongolia
5 Liaoning
Xinjian <4
Hebei Beijing
<4
Tianjin
Shanxi < 4 <4
Ningxia Shandong
5 <4
Qinghai <4 14
Gansu Henan Jiangsu
Shaanxi 14 Anhui 5
Tibet Shanghai
Hubei 6 5
<4
Sichuan 11 Zhejiang
13 5 7
Chongqing Jiangxi
Hunan
4 Fujian
Guizhou 20
11
1-3 1
4 Yunnan Guangdong 4
<4 Guangxi
18
5-8 9 5
9 9
10+ 10
Hainan
<4
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
Beijing Zeefer Consulting Ltd. 9
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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 2009 2010
Percentage of foreign enterprises Changes157
in the percentage of
全国 136 187
in term s of the num ber of num bers of foreign-funded
oreign-funded 19 17 17
enterprises in 2010 enterprises
e of ownership 170
9.09%
Private 82 21% 98
23% 25% 117rivate
oreign-funded 19 17 17 nded
5% 4% 3%
Joint-equity 7 14% 11% 6 9%
6
Others 28 36 47
Private 60% 62% 63%
oreign-funded 14% 11% 9%
90.91%
Joint-equity 5% 60% 4%
62% 63% 3%
Others 21% 23% 25%
2008 2009 2010
Private Foreign-funded
Foreign-funded Others type of ow nership Joint-equity 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
Beijing Zeefer Consulting Ltd. 28
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