VN beverage market over the period of economic boom, but the growth potential is very favorable
If the label does not list the alcohol, then separate the beer market in the country has enough of his account as VBL (VN Brewing Co.) with brands such as Heineken, Tiger, Carlsberg, Sapporo brewery and restaurant here is world leader Anheuser-Busch InBev (AB InBev) will build a factory in VN.
Unequal struggle
With the beverage market, Coca - Cola, Pepsi, URC, Wonderfarm, Uni-President .... is the large corporations have invested in VN for a long time.
In return, the country, the leading brand of beer and soft drinks in the past and now Ngoc Hoi, SABECO, HABECO, Chuong Duong, Huda, Tribeco, Tan Hiep Phat, Saigon ... and many other brands.
But the balance between domestic companies from multinational corporations to drink in VN are increasingly disproportion. The investment and long-term strategies of multinational corporations, with the backing of established brands and strong financial, Vietnam has made many companies to "fall" off the playground drinks.
Maybe at some typical cases. In beer, though beer brand reputation Huda Hue still present, but in fact has been completely taken over by Danish brewer Carlsberg. Huda Beer is sold DN case "royal road" instead of the afternoon game ventures, acquisitions, the lower the price ... of the big hitters hit the market upside down. Carlsberg is also watching HABECO and want to raise property rates in this brand up 30%. The will can not be easy, considering the perspective of the leaders will present Carlbserg HABECO because only 16.07% holding in here, but the decision of the Ministry of Industry and Trade, Carlsberg took real enough "room 'criteria in hand, just waiting for an opportunity taken.
"Alert to send foot"
It is noteworthy that the joint contribution rate to increase ownership, dominant or swallowed DN VN for Carlsberg was a familiar game. In 1994, in a joint venture with Hue beer, Carlsberg holds only 50%. Nearly 20 years later, Carlsberg's ownership rate is 100%. Earlier, in 1993, Carlsberg VN market penetration for the first time through the joint venture established with Vietnam Hanoi Beer Company and owns 60% stake in the joint venture brewery in Southeast Asia (Halida). Initial capital contribution ratio of Carlsberg in Vietnam Ha is only 35%. In 2007, Carlsberg has acquired 30% stake of the company Halong beer and late 2007, Habeco and Carlsberg jointly established a new joint venture in Ba Ria - Vung Tau with plant capacity of 50 million liters / year.
Thus, along with the HABECO business, in addition to holding the Carlsberg beer Huda, while at the same time hold 60% stake in Halida, 55% stake in Hanoi Beer - Vung Tau and 30% stake in Halong Beer. Strategy and intentions coverage through joint ventures, acquisitions beer companies in the Middle - North of Carlsberg was very clear. So send Carlsberg beer DN feet in many Central and Northern, the risk will be that much beer VN businesses will lose brand (or brand shells only) - as is the case Huda.
For the beverage market, from joint ventures to be swallowed and familiar way of Coca-Cola. In 1994, Coca-Cola official in VN. In 1995, Coca-Cola established the first joint venture between Coca-Cola Company in Indochina and Vinafimex Agriculture and Food. Three years later, again in a joint venture between Coca-Cola Central Indochina Beverage Company was founded Danang named Coca-Cola Mountain. In 10/1998, the Government has allowed the company VN Venture Company became 100% foreign capital investment. The joint venture of Coca-Cola in turn belongs to VN freehold rights of Coca-Cola Indochina, and the change was first made by Coca-Cola Company Chuong Duong - South.
From March to May 8/1999, the joint venture in Danang and Hanoi also switched to the same ownership.
In 2001, once again, the government's permission VN, three Beverage Company Coca-Cola in the three regions were consolidated into one, and the general manager of Coca-Cola VN, headquartered in Ho Chi Minh City . Thus, after 6 years of official business in VN, Coca-Cola has set up joint ventures with Vietnamese companies to come to an end as a merge, becoming a 100% foreign-owned company. The price after the joint venture is the name Coca-Cola and Coca-Cola Ngoc Hoi Nuoc disappeared, now only every Chuong Duong still active as an independent brand. Of course, the constant loss of the Coca-Cola plant also makes Chuong Duong Chuongduong no choice other than to sell all of its equity in the joint venture. Thus, any of which Coca-Cola Enterprises is feet or intends to send, and certainly not "fear of" put his pen before the cooperation agreement.
Most recently, Tribico case was "swallowed" by Uni-President fulfilled through joint venture route ders is a phenomenon that is easy for local businesses on the market crashed. The joint venture is the only way to encroaching foreign companies. The reason for the fall DN is really policy decisions (the state owned enterprises), DN neglect are not seen early intent "sent reports legs", DN intentional or sell their acceptance, the before every competition ...
Efforts of local businesses
Besides these companies have fallen, VN drinks market may still big names. In beer, the beer still remain SABECO with 34% market share and Hanoi Beer HABECO about 19%. Phu Yen Beer Masan was recently sold to reveal hopes flourished thanks to a big professional food consumption (also an element of foreign capital). In soft drinks, THP is a large enterprise in 17 years there have been many advances in creating trends that international companies must "run". With the goal of "becoming Asia's leading conglomerates in 3 main business areas: beverages, instant food, plastic packaging," is far THP has achieved certain goals at home with beverage sector, in which, the product quality as Number1, Green Tea 0 degrees, Dr Thanh Herbal Tea ... by THP have time "storming" the market.
This is not the first time war was started up, as well, not the first time local businesses really feel the heat in the market.
For most of THP in this segment not only Coca-Cola or Pepsi, but also including URC, Wonderfarm, Uni-President. Any move from the companies that THP also "tired". The fortune of the THP large enterprises are confronted with each other directly, rather than the joint venture companies cornered. Therefore, the strength of the group has no affiliation dispersed and partly due to attrition focused against class rivals, particularly the capital market and ready to repeat the strategy accept the lower price ... the same hole.
Tan Hiep Phat, as well as the domestic beverage companies, the big advantage is also easy to grasp and taste of people enjoy psychological VN. But that advantage will be the main obstacle for local businesses if just hang around taste and how to do in a "hometown" spirit and imbued with national identity but forgot demand for delicacies strange, to put it euphemistically born outside ", which is also very charming in Vietnamese people have. Not to mention, if you want to reach out to international markets, taste Vietnamese, Vietnamese way marketing will be distancing factor for consumers in other countries.
In war beverages in general, not to mention we drink coffee market. We want to remind this market because of the confrontation with Starbucks Zhongyuan home market has heated coffee market at the beginning of 2013, there seemed to be a future scenario of Coca-Cola, Pepsi on THP. What is most interesting is a source, before the war started up, he had great intentions Starbucks bargain Trung Nguyen brand worth millions of dollars and Coca-Cola for THP too . Apparently, the Vietnamese brand is very valuable. Thus, the confrontation is increasingly difficult to predict the score, of course, except when Vietnamese consumers (and regulators) really wanted to support the Vietnamese brand.
"Lowland" of Asian beverage market
Two years ago, VN economy has experienced a difficult journey. But compared to other emerging economies and regions, VN still be appreciated. The biggest advantage of VN to focus on three key elements:
First, stable economy. "The economy" here does not mean only the macro variables can be measured as GDP growth or inflation, it includes political factors. A stable political institutions has been a particular advantage of the VN, particularly in the context of local wars - politicians are still happening in many other countries around the world. That, VN promises sooner or later, there is still the ability to retrieve high-level growth of 7%, while the recovery of the world economy and the real VN restructuring to transform the economy into the action. VN Development Report (VDR) 2012 of the World Bank (World Bank) in VN market economy while becoming middle-income countries are beginning to appreciate the power transition economies face .
And one of the opportunities for all VN market economy, is the demographic with more than 50% of people are of working age, accounting for more than 45 million people, nearly the equivalent of about ... 10 times the national population of a developed country in the region is Singapore (at 2011). The population of the golden age of VN is equal to nearly 5 times the national population of a country with a vast territory positions in the top 10 world is Australia. Population gold, in short, is the growth engine of the VN now and in the future.
Along with this, the third factor that VN market became the focus of consumer beverage corporations, multinational food, the VN has officially crossed the national team median income, meaning, purchasing power, consumption of those who are of working age has improved and growing.
With these factors, in the past two years, including the economic crisis, the market for food, drinks VN keeps growing. Private markets beverages industry average growth of 20-40%, the growth rate is evaluated "the sagging temporary" than before, but there are individual companies grew to 800 % (source: Association of Beer - Alcohol - Beverage VN).
The potential of the beverage market VN, so, may be compared to "dimple" of direct investment enterprises across many different countries, from Europe to Asia and Australia of course can not be ruled except for multinational corporations. Mr. Laurent Lourdais - Consultant General and Agricultural Rural Development, European Commission, said the total exports from Europe to VN in 2012, a huge part of the value comes from beverages such as Bordeaux, Champagne ... This shows that the purchasing power and consumption capacity of the VN, with products from popular beverages, intermediate and advanced, not less.
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