Report of Investigation and Market Prospect Forecast of China’s Mung Bean Industry 2012-2016

Contents

Chapter I Analysis of Brand Development Environment of China’s Mung Bean Industry 10
Section I Product/ Industry Characteristics 10
I. Definition of Product/ Industry 10
II. Consuming Characteristics 11
Section II Analysis of Development Environment of China’s Macro-economy in 2012 11
I Analysis of Chinas GDP Growth in 2012 11
II Analysis of Development Status of Industrial Economy in 2012 12
III. Analysis of Total Investment in Fixed Assets in 2012 13
IV Analysis of Total Retail Sales of Consumer Goods in 2012 14
V. Analysis of Income and Consumption of Urban and Rural Residents in 2012 14
VI. Analysis of Development Status of Foreign Trade in 2012 16
Section III Characteristics of Policy Environment 16
I. Analysis of State Macro-control 16
II. Analysis of Mung Bean Industry’s Policies 19
Section IV Competitive characteristics of Mung Bean Industry 20
I. Competitive Structure between Mung Bean Brand at home and abroad 20
II Analysis of Market Access Barrier 20
III. Threat of Mung Bean Alternatives 21
IV. Threat of OEM Products to Product Market 21
Section V. Characteristics of Mung Bean Industry Technology Environment 21
Chapter II Analysis of Supply and Demand of China’s Mung Bean Market 22
Section I Analysis of Mung Bean Output from 2008 to 2011 22
Section II Analysis of Regional Structure of China’s Mung Bean Industry in 2011 23
Section III Analysis of Supply and Demand of Mung Bean in Regional Markets 23
I. Analysis of Supply and Demand in Northeast China Market 23
II. Analysis of Supply and Demand in North China Market 24
III. Analysis of Supply and Demand in East China Market 24
IV. Analysis of Supply and Demand in Central China Market 25
V. Analysis of Supply and Demand in South China Market 26
VI. Analysis of Supply and Demand in West China Market 26
Chapter III Survey on Brand Needs and Consumer Preference of China’s Mung Bean Industry 28
Section I Analysis of Mung Bean Consumption in China from 2008 to 2011 28
Section II Analysis of Market Size of China’s Mung Bean Industry from 2008 to 2011 28
Section III Analysis of Average Price Trend of China’s Mung Bean from 2009 to 2012 29
Section IV Survey on Target Customer Group of Mung Bean Products 30
I. Survey on Preference of Consumers with Different Income Levels 30
II. Survey on Preference of Consumers of Different Ages 30
III. Survey on Preference of Consumers from Different Regions 30
Section V Survey on Brand Market of Mung Bean Products 31
I. Macro Survey on Consumers’ Brand Recognition of Mung Bean Products 31
II. Survey on Consumers’ Preference of Mung Bean Product Brands 31
III. Primary Channel Consumers’ Recognition of Mung Bean Product Brands 32
IV. Survey on Brand Market Share of Mung Bean Products 32
V. Survey on Consumer’s Consumption Concept 32
Section VI Analysis of Attitudes and Influences of Consumers 33
I. Price Sensitive 33
II. Brand Influence 33
III. Influence of Convenience in Purchasing 33
IV. Influence Degree of Package 34
Chapter IV Analysis of Supply and Demand Channel in China’s Brand Product Market of Mung Bean 35
Section I Analysis of Marketing Channel Features 35
I. Definition of Supply and Demand Channel 35
II. Structure of Supply and Demand Channel 35
III. Mode of Supply and Demand Channel 35
IV. Comparison between Supply and Demand Channel Elements 35
Section II Importance of Marketing Channel to Mung Bean Industry’s Brand Development 37
Section III Analysis of the Important Part in Mung Bean Industry’s Marketing Channel 37
I. Wholesaler 37
II. Retailers (Non-Store Selling& Store-Based Retailing) 38
III. Agent 38
Section IV Market Demand Analysis of China’s Mung Bean Industry from 2008 to 2011 39
I. Northeast China 39
II. North China 39
III. East China 40
IV. Central China 40
V. South China 41
VI. West China 42
Section V Analysis of Marketing Channel Development Trend 42
I. Development of Channel Operation Trend 42
II. Development of Channel Support Trend 43
III. Development of Channel Structure Trend 43
IV. Channel Structure Flattening Trend Development 44
Section VI Analysis of Marketing Channel Strategy 46
I. Marketing Strategies of Direct Channel or Indirect Channel 46
II. Marketing Strategies of Long Channel or Short Channel 46
III. Marketing Strategies of Wide Channel or Narrow Channel 46
IV. Strategies of Single Channel and Multi-Channel 47
V. Strategies of Conventional Sales Channel and Vertical Sales Channel 47
Section VII Evaluation Methods for Marketing Channel Decisions 48
I. Introduction to Mathematical Model of Marketing Channel Evaluation 48
II. Introduction to Financial Approach 50
III. Introduction to Transaction Cost Analysis 50
IV. Introduction to Experience Assessment Approach 50
Section VIII Analysis of Production and Channel Investment Operation Mode of Brand Products in China’s Mung Bean Industry 51
I. Investment Operation Mode of Domestic Production Enterprise 51
II. Investment Operation Mode of Domestic Marketing Enterprise 51
III. Strength Analysis of Export and Domestic Sales 52
Chapter V Analysis of Import and Export Market of China’s Mung Bean Industry 54
Section I Analysis of Import and Export Volume of China’s Mung Bean Industry from 2006 to 2012 54
I. Analysis of Import of China’s Mung Bean from 2006 to 2012 54
II. Analysis of Export of China’s Mung Bean from 2006 to 2012 54
Section II Predictive Analysis of Import and Export Market of China’s Mung Bean Industry from 2012 to 2016 55
I. Import Prediction of China’s Mung Bean from 2012 to 2016 55
II. Export Prediction of China’s Mung Bean from 2012 to 2016 55
Chapter VI Analysis of the Brand Enterprise of China’s Mung Bean Industry 56
Section I Taonan Laibaofengye Agricultural Products Co., Ltd. 56
I. Company Profile 56
II. Main Economic Indexes of Enterprise 56
III. Analysis of Debt-paying Ability of the Enterprise 57
IV. Analysis of the Profitability of the Company 57
V. Analysis of Operation Capacity of the Company 57
Section II Guangzhou Guolian Food Co., Ltd. 58
I. Company Profile 58
II. Main Economic Indexes of Company 58
III. Analysis of Debt-paying Ability of the Enterprise 58
IV. Analysis of the Profitability of the Enterprise 59
V. Analysis of Operation Capacity of the Enterprise 59
Section III Changtu Shuanglin Cereals and Oil Trading Co., Ltd 60
I. Company Profile 60
II. Main Economic Indexes of Enterprise 60
III. Analysis of Debt-paying Ability of the Enterprise 60
IV. Analysis of the Profitability of the Enterprise 61
V. Analysis of Operation Capacity of the Enterprise 61
Section IV Tongyu Zhongxing Cereals and Oil Trading Co., Ltd 61
I. Company Profile 61
II. Main Economic Indexes of Enterprise 62
III. Analysis of Debt-paying Ability of the Enterprise 62
IV. Analysis of the Profitability of the Enterprise 62
V. Analysis of Operation Capacity of the Enterprise 63
Section V Jinzhou Tianfu Mung-bean Rice Factory 63
I. Company Profile 63
II. Main Economic Indexes of Enterprise 63
III. Analysis of Debt-paying Ability of the Enterprise 64
IV. Analysis of the Profitability of the Enterprise 64
V. Analysis of Operation Capacity of the Enterprise 65
Section VI Xiamen Jiaqi Organic Food Co., Ltd 65
I. Company Profile 65
II. Production and Operation Condition of Company 65
III. Operation Condition of Mung Beans 65
IV. Analysis of Company Sales 66
Chapter VII Analysis of Competition Situation of Mung Bean Industry in China 67
Section I General Situation of Competition in Mung Beans Industry 67
I. Analysis of Mung Bean Industry Concentration Ratio 67
II. Analysis of Competition of the Mung Bean Industry 67
Section II Analysis of Area Competition of Mung Bean Industry 67
I Market Forces of Leading Areas 67
II Competitiveness Forces of Other Areas 69
Section III Forecast of Competitive Structure of Mung Bean Industry in China from 2012 to 2016 70
Chapter VIII Prediction to Development of China’s Mung Bean Industry from 2012 to 2016 71
Section I Market Prediction to Mung Bean Industry from 2012 to 2016 71
I. Prediction to Market Size of Mung Bean Industry from 2012 to 2016 71
II. Forecast of Total Output Value from 2012 to 2016 71
III. Forecast of Net Profits of Mung Bean Industry from 2012 to 2016 71
Section II Supply and Demand Forecast of Mung Bean Industry from 2012 to 2016 72
I. Supply Forecast of Mung Bean from 2012 to 2016 72
II. Demand Forecast of Mung Bean from 2012 to 2016 72
III. Supply and Demand Balance Forecast of Mung Bean from 2012 to 2016 73
Section III. Investment Opportunities of Mung Bean Industry from 2012 to 2016 73
I. Investment Opportunities of Main Areas of Mung Bean Industry from 2012 to 2016 73
II. Investment Opportunities in Mung Bean Export Market from 2012 to 2016 74
III. Diversified Investment Opportunities in Mung Bean Industry from 2012 to 2016 74
Section IV Main Factors Influencing Development of Mung Bean Industry 75
I. Beneficial Factors Affecting Operation of Mung Bean Industry from 2012 to 2016 75
II. Stability Factors Affecting Operation of Mung Bean Industry from 2012 to 2016 75
III. Unfavorable Factors Affecting Operation of Mung Bean Industry from 2012 to 2016 75
IV. Challenges for the Development of Chinas Mung Bean Market from 2012 to 2016 76
V. Opportunities for the Development of Chinas Mung Bean Market from 2012 to 2016 76
Section V Analysis of Investment Risks and Control Strategies in Mung Bean Industry 76
I. Market Risks and Control Strategies of Mung Bean Industry from 2012 to 2016 76
II. Policy Risks and Control Strategies of Mung Bean Industry from 2012 to 2016 77
III. Operation Risks and Control Strategies of Mung Bean Industry from 2012 to 2016 77
IV. Technical Risks and Control Strategies of Mung Bean Industry from 2012 to 2016 78
V. Competition Risks in the Same Industry and Control Strategies of Mung Bean Industry from 2012 to 2016 78
Chapter IX Brand Investment Value and Investment Strategies of Mung Bean Industry in China from 2012 to 2016 79
Section I SWOT Analysis of Mung Bean Industry 79
I. Strength 79
II. Weakness 80
III. Opportunity 80
IV. Threat 80
Section II PEST Analysis of Mung Bean Industry 81
I. Analysis of Political and Legal Environment 81
II. Analysis of Economic Development Environment 82
III. Analysis of Social Culture and Natural Environment 85
IV. Analysis of Technology Developing Environment 86
Section III Analysis of Investment Value of Mung Bean Industry 86
I. Development Trend of Mung Bean from 2012 to 2016 86
II. Development space for mung beans from 2012 to 2016 87
III. Orientation of Policies for Mung Bean Industry from 2012 to 2016 87
IV. Trend of Mung Bean Technical revolution from 2006 to 2012 88
V. Trend of Mung Bean Price from 2012 to 2016 89
Section IV Analysis of Investment Risk in Mung Bean Industry 89
I. Micro-control Risk 89
II. Risk of Competition in the Mung Bean Industry 89
III. Risk of Fluctuation of Supply and Demand 90
IV. Risk of Technological Innovation 90
V. Risk of Business Management 90
Section V Analysis of Investment Strategy in Mung Bean Industry 90
I. Analysis of Key Varieties to Invest 90
II. Analysis of Key Investment Regions 91
III. Investment Strategy for Key Projects 92
Chapter X Summary of Mung Bean Industry and Suggestion for Operation Strategy of Enterprises in China 94
Section I Summary of Problems in Mung Bean Industry 94
Section II Benchmark of the Management of Enterprises in Mung Bean Industry from 2012 to 2016 94
I. Experience from Domestic Enterprise 94
II. Experience from Foreign Enterprises 94
Section III Capital Operation Mode of Enterprises in Mung Bean Industry in 2012-2016 97
I. Suggestions for Enterprises Operating in Domestic Capital Market of Mung Bean Industry 97
(I) Suggestions for Enterprises Merger and Acquisition in Mung Bean Industry 97
(II) Suggestions for Selection of Financing Methods of Enterprises in Mung Bean Industry 99
II. Suggestions for Operation of Overseas Capital Market in Mung Bean Industry 100
Section IV Suggestions for Marketing Mode of Enterprises in Mung Bean Industry from 2012 to 2016 101
I. Suggestions for Domestic Marketing Mode of Enterprises in Mung Bean Industry 101
(I) Channel Construction of Enterprises in Mung Bean Industry 101
(II) Brand Construction of Enterprisers of Mung Bean Industry 102
II. Suggestions for Overseas Marketing Mode of the Mung Bean Industry 103
(I) Overseas Market Segments Selection for the Mung Bean Industry 103
(II) Overseas Distributor Selection for the Enterprises in Mung Bean Industry 104
Section V Implementation of Key Customer Strategies in Mung Bean Market 104
I. Necessity for the Implementation of Key Customer Strategies 104
II. Identifying and Determining Key Customers 105
III. Development and Cultivation of Key Customers 106
IV. Problems Needed to be Solved during Implementation Process of Key Customer Strategies 107
V. Analysis of Marketing Strategy of Key Customers 109


List of Figures

Fig. 1 Distribution of Mung Bean Growing Area in China 11
Fig. 2 Chinas GDP and Growth Rate Variation during 2006-2012 13
Fig. 3 Variation Trend of Per Capita GDP in China during 2006-2011 13
Fig. 4 Chinas Total Industrial Added Value and Growth Rate during 2006-2011 13
Fig. 5 Chinas Fixed-asset Investments of the Whole Society During 2006-2012 14
Fig. 6 Chinas Total Volume of Social Retail Goods and Growth Rate during 2006-2012 15
Fig. 7 Per Capita Disposable Incomes of Urban Residents and Growth Rate in 2006-2012 16
Fig. 8 Net Income of Rural Residents and Growth Rate during 2006-2012 16
Fig. 9 Chinas Total Volume of Foreign Trade during 2006-2012 17
Fig. 10 Chart of China’s Mung Bean Sown Areas from 2008 to 2011 23
Fig. 11 Chart of China’s Mung Bean Output from 2008 to 2011 23
Fig. 12 Regional Structure of China’s Mung Bean in 2011 24
Fig. 13 Chart of Mung Bean Output in Northeast China from 2008 to 2011 24
Fig. 14 Chart of Mung Bean Output in North China from 2008 to 2011 25
Fig. 15 Chart of Mung Bean Output in East China from 2008 to 2011 25
Fig. 16 Chart of Mung Bean Output in Central China from 2008 to 2011 27
Fig. 17 Chart of Mung Bean Output in South China from 2008 to 2011 27
Fig. 18 Chart of Mung Bean Output in West China from 2008 to 2011 28
Fig. 19 Chart of China’s Mung Bean Consumption from 2008 to 2011 29
Fig. 20 Chart of China’s Mung Bean Market Size from 2008 to 2011 29
Fig. 21 Chart of Average Sale Price of China’s Mung Bean from 2011 to 2012 30
Fig. 22 Statistics of Consumers’ Preference of Mung Bean Product Brands 33
Fig. 23 Primary Channel Consumers’ Recognition of Mung Bean Product Brands 33
Fig. 24 Statistics of Consumers’ Acceptable Mung Bean Price 34
Fig. 25 Statistics of Consumers’ Purchasing Channel of Mung Bean 34
Fig. 26 Sales Volume Variation Trend of Mung Bean in Northeast China from 2008 to 2011 40
Fig. 27 Sales Volume Variation Trend of Mung Bean in North China from 2008 to 2011 41
Fig. 28 Sales Volume Variation Trend of Mung Bean in East China from 2008 to 2011 41
Fig. 29 Sales Volume Variation Trend of Mung Bean in Central China from 2008 to 2011 41
Fig. 30 Sales Volume Variation Trend of Mung Bean in South China from 2008 to 2011 43
Fig. 31 Sales Volume Variation Trend of Mung Bean in Western Regions of China from 2008 to 2011 43
Fig. 32 Cost Analyses of Various Marketing Channels 49
Fig. 33 Gross Profit Analyses of Various Marketing Channels 50
Fig. 34 Import Volume and Amount of China’s Mung Bean from 2006 to 2012 55
Fig. 35 Import Amount Growth Trend of China’s Mung Bean from 2006 to 2012 55
Fig. 36 Export Volume and Amount of China’s Mung Bean from 2006 to 2012 56
Fig. 37 Export Amount Growth Trend of China’s Mung Bean from 2006 to 2012 56
Fig. 38 Statistics of Asset & Liability of Taonan Laibaofengye Agricultural Products Co, Ltd 57
Fig. 39 Revenue and Profit Statistics of Taonan Laibaofengye Agricultural Products Co, Ltd 57
Fig. 40 Statistics of Debt-paying Ability of Taonan Laibaofengye Agricultural Products Co, Ltd 58
Fig. 41 Profitability Statistics of Taonan Laibaofengye Agricultural Products Co, Ltd 58
Fig. 42 Operational Capability Statistics of Taonan Laibaofengye Agricultural Products Co, Ltd 58
Fig. 43 Statistics of Asset & Liability of Guangzhou Guolian Food Co., Ltd 59
Fig. 44 Revenue and Profit Statistics of Guangzhou Guolian Food Co., Ltd 59
Fig. 45 Statistics of Debt-paying Ability of Guangzhou Guolian Food Co., Ltd 59
Fig. 45 Profitability Statistics of Guangzhou Guolian Food Co., Ltd 60
Fig. 46 Operational Capability Statistics of Guangzhou Guolian Food Co., Ltd 60
Fig. 48 Statistics of Asset & Liability of Changtu Shuanglin Cereals and Oil Trading Co., Ltd 61
Fig. 49 Revenue and Profit Statistics of Changtu Shuanglin Cereals and Oil Trading Co., Ltd 61
Fig. 50 Statistics of Debt-paying Ability of Changtu Shuanglin Cereals and Oil Trading Co., Ltd 61
Fig. 51 Profitability Statistics of Changtu Shuanglin Cereals and Oil Trading Co., Ltd 62
Fig. 52 Operational Capability Statistics of Changtu Shuanglin Cereals and Oil Trading Co., Ltd 62
Fig. 53 Statistics of Asset & Liability of Tongyu Zhongxing Cereals and Oil Trading Co., Ltd 63
Fig. 54 Revenue and Profit Statistics of Tongyu Zhongxing Cereals and Oil Trading Co., Ltd 63
Fig. 55 Statistics of Debt-paying of Tongyu Zhongxing Cereals and Oil Trading Co., Ltd 63
Fig. 56 Profitability Statistics of Tongyu Zhongxing Cereals and Oil Trading Co., Ltd 63
Fig. 57 Operational Capability Statistics of Tongyu Zhongxing Cereals and Oil Trading Co., Ltd 64
Fig. 58 Statistics of Asset & Liability of Jinzhou Tianfu Mung-bean Rice Factory 64
Fig. 59 Revenue and Profit Statistics of Jinzhou Tianfu Mung-bean Rice Factory 65
Fig. 60 Statistics of Debt-paying of Jinzhou Tianfu Mung-bean Rice Factory 65
Fig. 61 Profitability Statistics of Jinzhou Tianfu Mung-bean Rice Factory 65
Fig. 62 Operational Capability Statistics of Jinzhou Tianfu Mung-bean Rice Factory 66
Fig. 63 Industrial Chain Structure of Mung Bean Processing 68
Fig. 64 Predicted Trend of Mung Bean Market Size from 2012 to 2016 72
Fig. 65 Trend of Prediction to Output Value of Mung Bean Industry from 2012 to 2016 72
Fig. 66 Predicted Trend of Net Profit of Mung Bean Industry from 2012 to 2016 73
Fig. 67 Predicted Trend of China’s Mung Bean Output from 2012 to 2016 73
Figure 68 Predicted Trend of China’s Mung Bean Consumption from 2012 to 2016 73
Fig. 69 Major Target for China’s Economic and Social Development during the 12th Five-Year Plan 85