During the “eleventh five-year plan” period, China’s beverage industry maintained rapid development, and the output, profits and taxes and other aspects have been greatly improved. China’s total beverage production in 2009 was 81.3 million tons, 2.4 times that of 2005 when it was 33.8 million tons.The annual per capita consumption of beverages in China reached 60kg, 2.3 times that of 2005.The country’s total beverage production is expected to reach about 100 million tons in 2010.

In 2009, China’s total beverage tax revenue was 34.15 billion yuan, 2.65 times the 12.87 billion yuan in 2005. With the continuous expansion of the scale of beverage enterprises in China, local brands have gradually become the main brands of the whole country, region or variety.At present, 24 enterprises in 5 categories have been awarded the title of “China”.By 2009, the scale of “China’s top 20 beverage industries” had been developed accordingly, and the total beverage output reached 35.19 million tons, an increase of 36.90% over 2007, accounting for 43.28% of the country’s total. As China’s current per capita beverage consumption (70kg/ year) is still lower than the world average (90 litres/year), the continuous improvement of the national living standard, the beverage market potential is huge.At present, the development of beverages such as nutrition supplement, meal supplement, energy enhancement, intelligence enhancement and leisure will highlight the future potential of the beverage market. As the beverage industry is an open and highly market-oriented industry, and most of the categories have relatively low barriers to entry. In addition, the beverage production capacity increased too quickly in 2009, which determines the inevitability of fierce competition in the beverage market.The competition during the tenth five-year plan period is mainly reflected in the low level competition on the price level. In the future, the competition will be more reflected in the aspects of corporate reputation, brand affinity, food safety, product quality, product characteristics, channel penetration, advertising investment and so on. There will be more new design, new packaging, new marketing activities.In addition, among the beverage “oligarchs”, the entry of other industry heavyweights will intensify the competition in the beverage industry. Talents will become the competitive core of the beverage industry, and the competition for talents in management, marketing and post skills will also become the characteristics of the beverage industry, and the phenomenon of “poaching” will occur from time to time. Water, energy, and reducing consumption, environmental protection is the focus of our country to speed up the transformation of economic development patterns, by 2020 China’s per unit of GDP carbon emissions 40% to 45% lower than in 2005, and was included in the binding forces, the state also requires each product must make water consumption and energy consumption quota, therefore, drinks the 12th five-year plan Suggestions put forward in the water, energy, emission reduction, the target of environmental protection. The rising price of water, energy, raw materials and other means of production is an inevitable trend, and the cost pressure of the beverage industry is huge. Therefore, the beverage industry to reduce costs, avoid the vicious competition of price war, improve the level of enterprise information management, and maintain good profitability is an important connotation and ability of sustainable development of enterprises. 

2. Forecast the development of beverage industry during the 12th five-year plan periodThe rapid development of beverage industry is obvious to all. According to the conservative estimation of China beverage industry association, in the next five years, China’s total beverage output will maintain an average annual growth rate of 12%-15%. Among them, packaged drinking water still accounts for a proportion, while tea drinks and protein drinks have a rapid development momentum and their proportion will be increased. In addition, it pays more attention to the contribution of science and technology to beverage production, pays more attention to food quality and safety, pays more attention to the joint development of regional and national brands, and pays more attention to the care of employees. The beverage industry to water consumption during the “tenth five-year plan has had great progress,” twelfth five-year “will improve, its goal is to drink tons of main products than the average water consumption reduced by 15% in 2009, the main drink tons of products on average 15% lower than in 2009, energy consumption tons product average COD discharge is about 10% lower than in 2010, the discharge of sewage COD content must be less than the national and local of the prescribed discharge standards;CO2 emissions per unit of beverage production were 10% lower than in 2010. The beverage industry will strive to improve the comprehensive utilization rate of waste residue, and the comprehensive utilization rate of waste residue will increase to 90% in 2015.The completion of this target shows that the beverage industry will have more products of energy and water consumption reduction index to reach the international leading level.

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