CHINA PASTRY & BREAD MARKET

REPORT

Beijing Zeefer Consulting Ltd.

August 2011

I N T R O D U C T I O N

This report discusses the pastry & bread market in China mainly from the following sections.

- Size of Pastry & Bread Market in China

Based on Zeefer's China Market Size Formula, by the analysis on China pastry & bread market size, industry sales revenue and domestic pastry & bread output in 2008 - 2010, this report presents a picture of the real development of pastry & bread market in China and changes in the overall market size.

- Hot Areas of China Pastry & Bread Market

Based on the comparison and analysis on China's pastry & bread production and import in different provinces or cities, this report points out those hot areas in China for pastry & bread market deserve most attention.

- Top 10 Enterprises in China Pastry & Bread Industry

Based on the comparison and analysis on top 10 leading enterprises in China pastry & bread industry in terms of sales revenue, market share and number of employees, the report shows their positions in the pastry & bread market in China. Additionally, this report lists basic contact information of the top 10 leading enterprises.

- Market Share and Market Structure of China Pastry & Bread Market

This report analyzes the pastry & bread market share distribution in China by segments based on enterprises nature (leading enterprises, foreign enterprises, state-owned and private enterprises), imports of pastry & bread product and regional markets in China in terms of sale revenue, profitability, production volume, number of enterprises and the value of imports... The report offers data on the market shares of imported pastry & bread products, foreign enterprises and enterprises in other forms. It also offers a comparison of profitability by forms of enterprise ownership, presents a picture of the market share of leading enterprises and the distribution of major regional markets in China. In addition, the report figures out the structure and

concentration ratio of the current pastry & bread market in China by means of Bain's Market Structure Classification and Index of CR4.

- Import and Export of Pastry & Bread Products

In this section, the report includes the main source countries / regions of imported pastry & bread products for China and their market shares, the domestic destinations of imported pastry & bread products in China and shares for these destinations, major export destinations (countries or regions) for Chinese produced pastry & bread products and shares of these destinations, major origins of the exported pastry & bread products and their shares.

- Pastry & Bread Industry Standards in China

The report lists relevant national standards and/or industrial standards concerning pastry & bread products generally accepted in the pastry & bread industry in China, including standard names both in Chinese and English as well as their unified code numbers.

- Major Pastry & Bread Importers in China

The report lists 10 major importers for pastry & bread products in China and provides their contact information such as company name, address, website, telephone number and fax number.

- Summary on Key Statistics of the Pastry & Bread Industry in China

Based on the concise analysis on the sales revenue, production volume, number of enterprises, total profit, total loss, total assets, return on the asset and profit margin as well as other key statistics, China Pastry & Bread Market Report presents the current situation, the growth rate and profitability of the pastry & bread industry in China.

D E C L A R A T I O N

Beijing Zeefer Consulting Ltd. and (or) its affiliates (hereafter, "Zeefer") provide this report with the greatest possible care. Nevertheless, Zeefer makes no guarantee whatsoever regarding the accuracy, utility, or certainty of the information in this report. Further, Zeefer disclaims any and all responsibility for damages that may result from the use or non-use of the information in this report.

The information in this report may be incomplete and/or may differ in expression from other information in elsewhere by other means. The information contained in this report may also be changed or removed without prior notice.

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C O N T E N T CHAPTER 1 PRODUCT DEFINITION.................................................................1

CHAPTER 2 MARKET SIZE ...................................................................................2

2.1 ANALYSIS ON THE PASTRY & BREAD MARKET SIZE .........................2 2.2 ANALYSIS ON THE CHANGES IN PASTRY & BREAD PRODUCTION VOLUME IN RECENT YEARS.............................................................................4 2.3 AN OVERVIEW ON CHINESE ECONOMY................................................5

CHAPTER 3 HOT SPOTS FOR PASTRY & BREAD PRODUCTS ACROSS CHINA .........................................................................................................................9

CHAPTER 4 INDUSTRY OVERVIEW................................................................11

4.1 A SUMMARY ON THE INDUSTRY............................................................11 4.2 AN ANALYSIS ON THE PROFITABILITY OF THE INDUSTRY...........12

CHAPTER 5 ANALYSIS ON IMPORT & EXPORT .........................................15

5.1 AN OVERVIEW ON THE IMPORT & EXPORT........................................15 5.2 A DETAILED ANALYSIS ON IMPORT & EXPORT OF PASTRY & BREAD PRODUCTS.............................................................................................16

5.2.1 ANALYSIS ON MAJOR COUNTRIES OF ORIGIN FOR THE IMPORTED PASTRY & BREAD PRODUCTS ..............................................16 5.2.2 ANALYSIS ON THE MAJOR FLOW DESTINATIONS INSIDE CHINA ................................................................................................................18 5.2.3 ANALYSIS ON MAJOR EXPORT DESTINATIONS ...........................19 5.2.4 ANALYSIS ON MAJOR ORIGINS IN CHINA......................................20

CHAPTER 6 THE MARKET SHARE...................................................................22

6.1 ANALYSIS ON THE CONCENTRATION OF CORPORATE SALES REVENUE ..............................................................................................................22

6.1.1 ANALYSIS ON THE CONCENTRATION OF SALES REVENUE FROM LEADING ENTERPRISES ...................................................................22 6.1.2 COMPARATIVE ANALYSIS ON SALES REVENUE FROM TOP 10 ENTERPRISES WITH INDUSTRY AVERAGE..............................................24

6.2 ANALYSIS ON THE CONCENTRATION BY AREA IN TERMS OF THE MARKET SHARE..................................................................................................26

6.2.1 ANALYSIS ON CONCENTRATION OF REGIONAL SALES REVENUE ..........................................................................................................26 6.2.2 ANALYSIS ON THE CONCENTRATION OF REGIONAL PRODUCTION VOLUME................................................................................27

6.3 MARKET POSITION OF FOREIGN ENTERPRISES AND THE TREND IN RECENT YEARS..............................................................................................29

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6.3.1 CHANGES IN THE SHARES OF FOREIGN ENTERPRISES IN TERMS OF THE NUMBERS AND THE COMPARISON OF FOREIGN ENTERPRISES AND ENTERPRISES OF OTHER OWNERSHIP ...............29 6.3.2 CHANGES IN THE SHARES OF SALES REVENUE FROM FOREIGN ENTERPRISES AND COMPARISON WITH THAT FROM ENTERPRISES OF OTHER OWNERSHIP ................................................................................31 6.3.3 PROFITABILITY OF FOREIGN ENTERPRISES AND COMPARISON WITH ENTERPRISES OF OTHER OWNERSHIP .........................................33

6.4 ANALYSIS ON THE MARKET SHARE OF IMPORTED PRODUCTS AND RELEVANT VARIATIONS IN RECENT YEARS..................................35

CHAPTER 7 TOP 10 ENTERPRISES ...................................................................37

7.1 LUOHE LINYING QINQIN FOOD CO., LTD. ..........................................37 7.2 ORION FOOD CO., LTD. ..............................................................................37 7.3 SHANGHAI CHRISTINE FOOD CO., LTD. ..............................................38 7.4 LABI XIAOXIN (FUJIAN) FOOD INDUSTRY CO., LTD. ........................39 7.5 LINYING XIYINGYING LUOHE FOOD CO., LTD. .................................39 7.6 HUAJIA FOOD CO., LTD..............................................................................40 7.7 DINGHAO (LUOHE) CO., LTD. ZHENGZHOU BRANCH ...................41 7.8 SHANDONG TUBAGE GROUP CO., LTD. ...............................................41 7.9 LINYING YUYUAN FOOD CO., LTD. .......................................................42 7.10 JIANGXI BIWANG FOOD CO., LTD.........................................................42

CHAPTER 8 PRODUCT STANDARD SYSTEMS............................................44

CHAPTER 9 LIST OF MAJOR IMPORTERS.....................................................45

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C H A P T E R 3 H O T S P O T S F O R P A S T R Y & B R E A D P R O D U C T S A C R O S S

C H I N A

Figure 5 Nationwide distribution map of pastry & bread mfg. enterprises above designated size across China

1-3 14-8 49 910-29 1030-49 3050+ 50

Liaoning

Jilin

Heilongjiang

Inner Mongolia

Xinjian

Tibet

Qinghai

Hebei

Shanxi

Jiangsu

Zhejiang

Anhui

FujianJiangxi

Shandong

Henan

Hubei

Hunan

GuangdongGuangxi

Hainan

Sichuan

Guizhou

Yunnan

ShaanxiGansu

Ningxia

Chongqing

Beijing

Tianjin

48

1210

6

1152

14

10

59

38

41

30

3811

79

45

35

11

6014

< 4

2724

< 4

12

16

< 4

< 4

Shanghai

6

6

Shandong, Guangdong and Shanghai are the major production bases for pastry & bread in China. From Jan. to Nov. 2010, enterprises engaged in pastry & bread production above designated size in the above three areas

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6.3 MARKET POSITION OF FOREIGN

ENTERPRISES AND THE TREND IN RECENT

YEARS

6.3.1 CHANGES IN THE SHARES OF FOREIGN

ENTERPRISES IN TERMS OF THE NUMBERS AND THE

COMPARISON OF FOREIGN ENTERPRISES AND

ENTERPRISES OF OTHER OWNERSHIP

Figure 18 Changes in the percentage of numbers of foreign pastry & bread mfg. enterprises across China and the comparison of foreign enterprises and enterprises of other ownership

2008 2009 2010全国 473 619 725

oreign-funded 133 141 148e of ownership 577

Private 230 343 420rivateoreign-funded 133 141 148ndedState-owned 12 13 13

Others 98 122 144Private 49% 55% 58%

oreign-funded 28% 23% 20%State-owned 3% 2% 2%

Others 21% 20% 20%

Percentage of foreign enterprisesin terms of the number of

enterprises in 2010

20.41%

79.59%

Foreign-funded Others type of ow nership

Changes in the percentage ofnumbers of foreign-funded

enterprises

58%55%49%

20%23%28%

2%2%3%

20%20%21%

2008 2009 2010

Private Foreign-funded

State-ow ned Others

In 2010, among the 725 pastry & bread mfg. enterprises above designated size across China, 148 are foreign enterprises, accounting for about a share of 20.41% of all. In terms of the number of enterprises, there were 7 foreign

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