According to the interim statement released by Tsingtao Beer (600600) on August 29, 2013 that the total operating revenue hit 14.971 billion yuan in the first half year of 2013, 1.395 billion yuan of which were for the shareholders of listed company, up 11.68% and 38.46% separately. Earnings per share were about 1.032 yuan. On the basis of the industry increase of 5.85%, Tsingtao Beer kept a powerful increasing trend as well. According to the data, 4.58 million KL of beer were sold out in the first half year with an increase of 9.62%, covering 18.33% of domestic beer sales. The increasing rate of Tsingtao beer was much higher than industrial average level. Furthermore, its increase of net profit was higher than operating income increase which was higher than increase of sales volume.

According to the data shown by National Bureau of Statistics, the total output of beer was 24.98 million KL in first half year of 2013, up 5.85%. The increase was little higher last year of 4.85%, but much lower than 2011’s 11.4%. Some insiders said Chinese beer industry entered a “micro-increase”era.

Under this “micro-increase”background, the advantages of Tsingtao brand and management were highlighted greatly. According to the data, total sales volume of some high level Tsingtao brand as canned beer hit 0.83 million KL with an increase of 19%. Tsingtao’s product structure was optimized and upgraded accordingly, which helped to increase the profit as well. Thanks to the optimization of brand and product structure, Tsingtao beer kept an advantageous and expanded place in high-end market of domestic beer industry.