【正文】 pubs almost every medium size city in China. However, low carb beer cannot be found in China’s beer market so far. The most effective strategies in China’s beer market is partnering with local beer panies. Beer Market Overview Sales of alcoholic beverages in the Great China currently exceed US $25 billion annually. Overall, beer market sales develop faster in the last 5 years, with total consumption of million liters per year. China consumers have shown a strong interest in imported products. The growth of these categories is due to consumer willingness to pay more for superior quality beers. Currently, this trend is prevalent for all alcoholic beverages. Within the light beer category, Bud Light is the dominant brand, accounting for approximately one third of light beer sales. In 20xx, Bud Light was also the second leading beer purchased in China. Other light beers ranking among the top 10 selling brands were Coors Light (the fourth most popular brand), AnheuserBusch Natural Light (ninth), and Busch Light (tenth). The growing popularity of light beers is primarily due to increased consumer demand for healthier products. The popularity of imported beers has risen sharply in recent years. In 20xx, the value of imports was $ billion, up from $ billion just two years earlier. Among the imported beers, Heineken is the market leader, 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 11 accounting for one out of every four imported beer sales with an 38% market share. Labatts Blue (%) and Molson Ice (%) are the only Canadian brands within the top 10 imported beers, ranking third and seventh respectively. Key Factors for Success Unlike many other foods and beverages, Beers are generally viewed as luxury items. Therefore, the growth of the market is dependent on consumers having disposable ine to spend on products such as these. During the recession of the early 1990s, beer sales declined but then recovered as the economy recovered. Although beer consumption is forecast to experience steady growth, increased sales are based on growing disposable ines, or in other words, a healthy economy. Consumer demand for healthy products has significantly increased in recent years, like lowcreb beer. Understandably, this change in attitude does not benefit sales of beers. Producers of beer must actively market their products in order to reduce the risk of losing market share to heal thier products such as bottled water, sports drinks, iced teas, and other beverages. Opportunities The most promising opportunities within the Chinese beer market tend to a strongest growth which will occur within higherquality, higherpriced products. The number of Chinese drinkers is also forecast to increase by % to1% annually for the next five years. This will benefit beer consumption in general. More specifically, beer consumption should benefit from this demographic change due to the fact that the largest consumers of beer are less than 30 years old. Local Capabilities 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 12 The Chinese beer market is dominated by three panies: Qingdao Inc., Zhujiang Co., and Haerbin beer Co.. The three brewers account for nearly 78% of total sales. These manufacturers are firmly entrenched as the industry leaders, and attempting to take market share is nearly impossible due their vast financial reserves and recognition among consumers. International Competition Chinese beer imports have steadily increased from $ billion in 20xx, to $ billion in 20xx, and finally to $ billion in 20xx. In 20xx, Germany exported $669 million worth of beer to China, accounting for almost 35% of total imports. The Netherlands maintained a strong market share with exports of $536 million, or 33% of China beer imports. Other top exporters include the United Kingdom, . and Ireland. Canadian Position In 20xx, Canadian exports of alcoholic beverages totalled approximately $960 million. Beer exports totaled nearly $ million or % of Canadian alcoholic beverage exports to China in 20xx. In 1999, Labatt Blue overtook Molson Ice as the most popular Canadian brand. Molson currently exports roughly 2% of its annual production to China. Marketentry Considerations Difference to markets in other developing countries, the China market for beers is relatively mature, with a few dominant players in each sector. In most cases, foreign producers who wish to enter China market have done so through licensing agreements or joint ventures with domestic manufacturer, who is already established in the market. Mergers, acquisitions, joint ventures and other financial agreements have bee mon occurrences in both the China beer market and international markets. 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 13 5. Conclusion Now, Sleeman Breweries Ltd entered new potential stage with new concept of product. Many new products developed and a few items only accepted customer. To survive and maintain leadership in the lowcarb beer market, Company must build a strong brand position. The theory of brand position explains the process by which advertising affects demand and can also explain alcoholadvertising effects on knowledge, attitudes and intentions to drink, especially in initial period of launching. If Sleeman can build strong brand positioning, higher sales will be estima