What is the current situation of tobacco industry in China?

1. The scale and position of national tobacco industry

China is the world's largest tobacco producer and consumer, producing and consuming13 of the world's cigarettes, ranking first in the world in eight indicators: the area planted with flue-cured tobacco is the first; The yield of flue-cured tobacco ranks first in the world; The growth rate of flue-cured tobacco is the highest in the world; Cigarette production and sales rank first in the world; The growth rate of cigarettes ranks first in the world; The number of smokers ranks first in the world; The number of smokers has increased, ranking first in the world; The growth rate of tobacco tax is the highest in the world. There are 350 million smokers in China, accounting for 25% of the world's total. Tobacco production accounts for 35% of the world's total, while tobacco sales account for 32% of the world's total.

In recent years, the economic benefits of tobacco industry have increased steadily year by year, and now it ranks first in all industries and has become a pillar industry of national fiscal revenue. 20 1 1 year, China's tobacco industry turned over 601.10.8 billion yuan to the state finance, accounting for 5.7% of the national fiscal revenue.

2. National tobacco industry competition pattern

In recent years, with the implementation of the national strategic goal of "big enterprise, big brand and big market" in the tobacco industry, the merger and reorganization of the tobacco industry has been continuously promoted, and the industry concentration is high. At present, there are 15 1 enterprises in the tobacco products industry in China, and Shang Yan, Hongta, Hongyun Honghe, Hunan Zhongyan, Zhejiang Zhongyan, Hubei Zhongyan, etc. 10 have been formed.

(1) Yunyan series

Yunyan system occupies half of China tobacco market. With "Hongta", "Honghe" and "Yunyan" as the core, the product line is rich, with more than a dozen high-end brands such as Little Panda, Yunyan, Yuxi, Hongtashan, Honghe V6 and Shangri-La. There are nearly 30 mid-range brands such as Honghe 66, Classic 1956 Baihongtashan (soft package), New Realm Meideng, Diaoyutai, 88 Honghe, Congratulations on the New Year, Ashima and ziyun smoke. Low-end brands include camellia, new magenta plum spring and so on. At present, strategic expansion is mainly concentrated in southwest Yunnan, Guizhou, Sichuan and other regions.

(2) Shanghai Tobacco Series

China brand is the core of Shanghai Tobacco Department, and the high-end brands mainly include China Shanghai, Double Happiness 1906, Zhongnanhai, Puhong Zhongnanhai, Sun Zhongnanhai and Liqun. The mid-end brands mainly include Deep Blue International May 1st, Liqun and Dahongying, while the low-end brands mainly include Shanghai Double Happiness, Beijing Changle, Badaling and Pujian. The sales market is mainly in Jiangsu and Zhejiang provinces.

(3) Hunan Tobacco Series

Compared with Yunyan and Shanghai tobacco series, Hunan tobacco series was established late, and there is still a certain gap in competitive strength. The main brands of "Xiang Yan Department" are Furong Wang and Baisha. Among them, the high-end brand is mainly Furong Wang, the middle-end brand is Basha, and the low-end brand is Furong.

3. National tobacco industry market analysis

In recent years, the development of China's tobacco industry is relatively stable, the production and sales volume have increased steadily, and the development of brand cigarettes has accelerated, gradually forming a number of high-end brands. Tobacco prices have risen steadily, and the growth rate of industry investment has accelerated.

(1) The industry maintained a high prosperity.

In recent years, the prosperity index of China tobacco industry is much higher than that of other manufacturing enterprises, and the development of the industry is relatively stable. Since 20 10, the prosperity index of China's tobacco products industry is about 60 points higher than that of manufacturing enterprises on average. In the third quarter of 201/kloc-0, the prosperity index of tobacco industry reached 185.2, a new high since 20 10. The high prosperity index of tobacco industry is mainly due to the rapid development of tobacco industry in China under the influence of industry merger and reorganization in recent years.

20 1 1 In the fourth quarter, the prosperity index of China tobacco industry declined slightly with the decline of manufacturing prosperity index. The reason is that the country's overall economy began to decline. But overall, it is a high probability event for the tobacco industry to maintain a high prosperity index in the future.

(2) Balance between production and sales.

20 1 1 year, China produced 48.49 million cartons of cigarettes and sold 48.25 million cartons, up by 2.99% and 2.97% respectively, and the production and marketing were harmonious.

① The output increased steadily.

In terms of output, since 20 10, the output of China's tobacco industry has maintained a steady growth trend. 20 1 1 year, China produced a total of 2,447.4 billion cigarettes, up 3.04% year-on-year, and the growth rate was 0.68 percentage points lower than that of the same period last year.

Judging from the output of various provinces and cities, Yunnan ranks first in the country. From 20 1 1 to 12, the cigarette output in Yunnan reached 364.99 billion cigarettes, up 2. 13% year-on-year, accounting for 14.9 1% of the national total output. Followed by Hunan, Henan and Shandong, accounting for 7.42%, 6.85% and 5.56% of the total output respectively.

In recent years, driven by the tobacco industry's policy of actively developing low-tar cigarettes, the consumption demand of low-tar cigarettes is increasing day by day. The output of 20 1 1 low tar cigarettes increased rapidly. The total production and sales of low tar cigarettes (tar content of 8mg/ cigarette or less) reached a record high in the whole year, with the output reaching 3,596,400 cases, up by 4 14.33% year-on-year.

20 1 1 enterprises in the tobacco industry increase the research, development, production and delivery of low-tar cigarettes. Twenty-six industrial enterprises produce low tar cigarettes, among which the three largest enterprises are Jilin Tobacco, Shanghai Tobacco Group and Hubei Zhongyan, with an output of over 400,000 cases.

(2) The sales volume increased rapidly.

Since 2008, the sales volume of China tobacco industry has maintained a steady upward trend. By 20 1 1, the key brands in China tobacco industry showed a good trend of accelerated development, with the continuous growth of production and sales scale and a substantial increase in market share. In the whole year, the tobacco industry achieved a total sales volume of 244310.70 billion cigarettes, and the sales revenue exceeded the trillion mark, reaching 1.0 1.654.38+0.4 billion yuan. Specifically, the sales of China tobacco industry show the following characteristics:

The sales of low tar cigarettes are increasing at a high speed. 20 1 1, and realize the sales of low tar cigarettes in China.

3.3002 million cases, up 365.73% year-on-year, more than twice the target sales. Judging from the development of 20 1 1 low tar cigarettes, key brands are the main force in the development of low tar cigarettes. In terms of the number of brands, there are 24 key brands among the 3 1 brands that sell low tar. From the perspective of provinces, the sales volume of low tar cigarettes in 14 provincial market reached more than 654.38+10,000 boxes. Among them, the top three provincial markets in sales volume are Jilin, Hubei and Gansu, and the sales volume is respectively

473,000 boxes, 302,654,38+0,000 boxes and 228,200 boxes; The top three sales increments are still Jilin, Hubei and Gansu, with increments of 466,700 boxes, 277,900 boxes and 225,500 boxes respectively.

The construction of key brands was accelerated. 20 1 1 year, the production and sales scale of 28 key brands in China continued to grow.

Brand value has been greatly improved, and sales volume and sales revenue have increased simultaneously. In terms of sales volume, the sales volume of Hongtashan, Baisha and Double Happiness all exceeded 3 million boxes, Yunyan and Honghe exceeded 2 million boxes, and seven brands including Huangshan and Seven Wolves reached 6.5438+0 million boxes. In terms of sales revenue, China's sales revenue exceeded 654.38+00 billion yuan, Yunyan, Furong Wang and Double Happiness exceeded 60 billion yuan, Liqun and Hongtashan reached 50 billion yuan, and Baisha, Yuxi and Yellow Crane Tower exceeded 40 billion yuan.

High-end brands grew strongly. Under the accelerated guidance of key brands, high-end tobacco brands have grown strongly.

First-class cigarettes have expanded rapidly. For example, "Furong Wang" in first-class cigarettes has exceeded 1 10,000 cases, "Yuxi" and "Zhonghua" have exceeded 900,000 cases, and the top five brands of first-class cigarettes have all increased by more than 30%. The sales of first-class cigarettes of some brands increased by 50% or even doubled year-on-year.

Scale brands are differentiated. Big brands such as "Double Happiness" and "Clouds and Smoke" continue to maintain sustained and rapid growth.

Momentum, but the overall growth rate of some brands has slowed down, structural improvement is difficult to break through, and the growth potential is obviously insufficient. The development of characteristic brands has been accelerated, and brands such as "Su Yan" and "Jinye" have realized the synchronous promotion of production and marketing scale and brand value by fast and effective brand integration. Brand styles are more diverse, "China",

Brands such as "Furong King" continue to maintain their outstanding styles and distinctive features.

At present, brands such as "Double Happiness" and "Golden Leaf" have also made innovations and breakthroughs in category construction, product design and style building, which not only better solved the problem of homogenization development, but also further enriched the category style of the cigarette market.

(3) The price has risen steadily.

Due to the implementation of "tobacco monopoly system" in China, the price determinants of tobacco leaves, various auxiliary materials and finished products are basically determined by tobacco production enterprises and tobacco monopoly institutions, followed by market regulation. At present, domestic cigarette prices are divided into five cigarette markets, one belongs to high-grade cigarettes and the other belongs to low-grade cigarettes.

From 20 10 to 20 1 1, the trend of tobacco retail price index in key cities shows that in the first half of 20 10, China's tobacco prices fell, and then entered a slow rising channel; 20 1 1, the overall operation of tobacco retail price is relatively stable, showing a steady and slightly rising trend. Due to the influence of market demand, it is predicted that the retail price of tobacco will still show a steady upward trend in 20 12 years.

(4) steady growth of imports and exports.

In terms of import and export, in 20 1 1 year, China's cigarette import and export increased rapidly, but it accounted for a low proportion of the world's cigarette exports. 20 1 1, China exported114.9 million cigarettes, up 19.9% year-on-year. Foreign exchange income was 376.844 million US dollars, up by 16.7% and 2 1% respectively. However, the total export volume only accounts for about 1.8% of the world export volume. The main export enterprises are Zhongyan, Shuangxi, Shandong Zhongyan and Sichuan-Chongqing Zhongyan.