China tobacco early blueprint for the future.
By 2015, China is expected to appear on the annual sales revenue of billions worth of tobacco brands, "Chinese" and "hongtashan" and "Furong Wang" facing competition. By then, the Shanghai Group, the hongta group tobacco and smoke as the representative of the Department of Shanghai in Hunan, Yunnan and Hunan, or into the sum of three potential, China's pattern of tobacco.
This was the beginning of the year, set by the National Conference on tobacco "Twelve-Five" brand objectives in the plan.
Brand bigger and needed resources. Resource integration needs of industry through mergers to be realized. "Cigarette brands across the province integration difficulties, key brand expansion increased constraints, institutional obstacles to be overcome. "The State Tobacco Monopoly Bureau Secretary Jiang Chengkang pointed out.
So, who can take the lead into the multi-billion dollar sales mark of China tobacco brand, face reality torture.
1-who is the greatest?
The State Tobacco Monopoly Bureau to create "more than 10 more key brands" is finally on track to solve mysteries.
In 2009, China's tobacco harvest again. Industry-wide implementation of Shuili 513.1 billion yuan, an increase of $ 55.9 billion. Under the financial crisis, Western tobacco for both sides. Fortune published the 2009 list of the global top 500 enterprises, Fumeau international tobacco giant rank number one for the first time in the world is Japan tobacco over.
Has the world's largest tobacco market, China tobacco earnings rise does not drop, but are unable to contend with international brands brand strength.
New year began, Jiang Chengkang in national tobacco Conference Shang made cigarette brand of "532" development planning and sales income "461" target, is to fight for with five years or more long a of time, to cultivation 2 a annual 5 million box, and 3 a 3 million box, and 5 a 2 million box focus backbone brand, efforts formed 12 a sales income over 40 billion yuan of brand, which 6 a 40 billion above, 4 a 60 billion yuan, and one 100 billion yuan above.
After much consolidation, national tobacco brands have decreased from over more than 2000 to more than more than 130, of which 30 key brands above average industry growth 11.4% growth development. Enter "10" tobacco brands have what?
On March 30, the Xinhua News Agency Chief economic analyst Xu Yunbo says tobacco, he forecast of 66 brand is likely to enter "Twelve-Five" brand development goals. "532" is the scale, "461" emphasizes value, only bigger and stronger, China the international brand in the domestic market of tobacco in order to win in the competition.
To achieve the "532", he said, had sales of 12 million boxes of brand throughout the country are expected to enter. Future annual production capacity of 5 million boxes of brand may be the hongtashan and white sands, the three "3 million cartons of" track to Red River, double happiness, and yellow fruit tree removal. Two 5 boxes may be in cloud and mist, Liqun, Huangshan, septwolves and jiaozi was born.
Talk about "461", in his view 12 sales income of more than $ 40 billion of brands may be China, Furong King, Liqun, hongtashan, cloud, yellow crane Tower, Pak Sha, double happiness, Red River, Huangshan and Nanjing and seven Wolf.
Which brand you want to head for $ 60 billion more than four, his analysis is the cloud and mist, Yuxi, hongtashan, white sands and the yellow crane Tower. A brand of more than 100 billion yuan was either Chinese or Furong Wang. Last year, Chinese cigarette sales of 50 billion yuan, realize Shuili 30 billion yuan, became a national brand with the highest brand Shuili.
Who is the greatest in the future? Other insiders point out that hongtashan also will join the fray of multi-billion dollar mark. In early March, hongta Group on workers ' Congress, President Li Suiming stance, with 5 years, to achieve the hongtashan sales exceeded 5 million boxes, sales revenue of billions of dollars, to build China's largest cigarette brand.
2-resource bottlenecks
However, whether big or strong, had to rely on resources.
The hongta group, for example, 5 years in the future, production planning resource gap of around 2 million TEU. Red River claimed to be China's largest tobacco group red cloud is also faced with the same gap.
In order to solve the resource problem, the State Council has taken a different enterprise-oriented integration approach, the branding process. Last year, the national tobacco industry-oriented integration license production amounted to 4.48 million boxes, accounted for one-tenth of cigarette production, involving a total of 16 brands, 19 companies processing.
But in practice, is not a mutually satisfactory. "Deal, (we) too high subsidies to each other, and that cooperation is not stable. "Last year, Li Suiming had said to a reporter, hongta group through a delegate to other processing hongtashan cigarette factory.
Structure is relatively low, brands with low profits, not processed "sweet steamed bun". Analysis of Xu Yunbo, directed brand integration of input, top priority is processing of vested interests, and does not take into account the true meaning of two companies complementary brand consolidation. As a brand and output of enterprises, improve processing quality means both outflow of Shuili, also means that the output of the brand is back again from the structure produced, enterprise is bad in front of local government accountability.
"The only true meaning of merger and reorganization of absolute holding or Merger in order to optimize the allocation of resources. "Xu Yunbo says.
However, TRANS-provincial reorganization of the tobacco industry has been slow. According to industry, provinces of the allocation of tax benefits is the key challenge. Since the tobacco tax is taken to the central system of responsibility in the provinces, tobacco taxes shared between Central and local, and restructuring will involve a more local governments. Between the province and the province of tax allocation to the Ministry of finance to transfer, cross-province restructuring so difficult.
Water has always been careful. Last October, in Hubei tobacco to over $ 1 billion worth of funds, with the tobacco industry in Heilongjiang limited liability company 35% equity. In 2008, the tobacco to $ 1.3 billion in cash holdings in Gansu, Zhejiang 35.69% stake in the tobacco industry. The same year, tobacco in Guangxi and Guangdong in the smoke already share with each other.
On the reorganization of other provinces, the industry believes, shares, or bi-directional holding, property relations between the two companies had a loose knot. True meaning of brand integration, optimization of resources is a difficult process.
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