2. CHINA RICE & FLOUR
PRODUCTS MARKET
REPORT
Beijing Zeefer Consulting Ltd.
September 2011

3. INTRODUCTION
This report discusses the rice & flour products market in China mainly from
the following sections.
- Size of Rice & Flour Products Market in China
Based on Zeefer's China Market Size Formula, by the analysis on China rice &
flour products market size, industry sales revenue in 2008 - 2010, this report
presents a picture of the real development of rice & flour products market in
China and changes in the overall market size.
- Hot Areas of China Rice & Flour Products Market
Based on the comparison and analysis on import in different provinces or
cities, this report points out those hot areas in China for rice & flour products
market deserve most attention.
- Top 10 Enterprises in China Rice & Flour Products Industry
Based on the comparison and analysis on top 10 leading enterprises in China
rice & flour products industry in terms of sales revenue, market share and
number of employees, the report shows their positions in the rice & flour
products market in China. Additionally, this report lists basic contact
information of the top 10 leading enterprises.
- Market Share and Market Structure of China Rice & Flour Products
Market
This report analyzes the rice & flour products market share distribution in
China by segments based on enterprises nature (leading enterprises, foreign
enterprises, state-owned and private enterprises), imports of rice & flour
product and regional markets in China in terms of sale revenue, profitability,
number of enterprises and the value of imports... The report offers data on the
market shares of imported rice & flour 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

4. addition, the report figures out the structure and concentration ratio of the
current rice & flour products market in China by means of Bain's Market
Structure Classification and Index of CR4.
- Import and Export of Rice & Flour Products
In this section, the report includes the main source countries / regions of
imported rice & flour products for China and their market shares, the
domestic destinations of imported rice & flour products in China and shares
for these destinations, major export destinations (countries or regions) for
Chinese produced rice & flour products and shares of these destinations,
major origins of the exported rice & flour products and their shares.
- Rice & Flour Products Industry Standards in China
The report lists relevant national standards and/or industrial standards
concerning rice & flour products generally accepted in the rice & flour
products industry in China, including standard names both in Chinese and
English as well as their unified code numbers.
- Major Rice & Flour Products Importers in China
The report lists 10 major importers for rice & flour 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 Rice & Flour Products Industry in
China
Based on the concise analysis on the sales revenue, number of enterprises,
total profit, total loss, total assets, return on the asset and profit margin as well
as other key statistics, China Rice & Flour Products Market Report presents
the current situation, the growth rate and profitability of the rice & flour
products industry in China.

5. DECLARATION
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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CONTENT
CHAPTER 1 PRODUCT DEFINITION.................................................................1
CHAPTER 2 MARKET SIZE ...................................................................................3
2.1 ANALYSIS ON THE RICE & FLOUR PRODUCTS MARKET SIZE .........3
2.2 AN OVERVIEW ON CHINESE ECONOMY................................................5
CHAPTER 3 HOT SPOTS FOR RICE & FLOUR 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 RICE & FLOUR
PRODUCTS............................................................................................................16
5.2.1 ANALYSIS ON MAJOR COUNTRIES OF ORIGIN FOR THE
IMPORTED RICE & FLOUR 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
6.3 MARKET POSITION OF FOREIGN ENTERPRISES AND THE TREND
IN RECENT YEARS..............................................................................................28
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 ...............28
6.3.2 CHANGES IN THE SHARES OF SALES REVENUE FROM FOREIGN
ENTERPRISES AND COMPARISON WITH THAT FROM ENTERPRISES
OF OTHER OWNERSHIP ................................................................................30
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6.3.3 PROFITABILITY OF FOREIGN ENTERPRISES AND COMPARISON
WITH ENTERPRISES OF OTHER OWNERSHIP .........................................32
6.4 ANALYSIS ON THE MARKET SHARE OF IMPORTED PRODUCTS
AND RELEVANT VARIATIONS IN RECENT YEARS ..................................34
CHAPTER 7 TOP 10 ENTERPRISES ...................................................................36
7.1 HENAN LONGYUN GROUP CO., LTD. ....................................................36
7.2 CHENGDU UNION-PRESIDENT ENTERPRISES FOOD CO., LTD. ....36
7.3 LINYING COUNTY WADIAN JINLONG FLOUR MILL ........................37
7.4 LUOHE JINYUAN INDUSTRY & TRADE CO., LTD. ..............................38
7.5 XIAMEN XINGSHENG FOOD CO., LTD...................................................38
7.6 PUYANG COUNTY JINXIN FLOUR CO., LTD. .......................................39
7.7 KUNMING DINGYI FOOD CO., LTD. (GUANDU DISTRICT)..............40
7.8 SICHUAN RUONAN FOOD CO., LTD. .....................................................40
7.9 KEMEN NOODLE MANUFACTURING CO., LTD..................................41
7.10 ZHENGZHOU HAIJIA FOOD CO., LTD. ................................................41
CHAPTER 8 PRODUCT STANDARD SYSTEMS............................................43
CHAPTER 9 LIST OF MAJOR IMPORTERS.....................................................44
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CHAPTER 3
HOT SPOTS FOR RICE &
FLOUR PRODUCTS ACROSS
CHINA
Figure 4 Nationwide distribution map of rice & flour products mfg. enterprises above
designated size across China
Heilongjiang
7
Jilin
13
Inner Mongolia
<4 Liaoning
Xinjian 13
Hebei Beijing
10
12 Tianjin
Shanxi <4
Ningxia Shandong
14 <4
Qinghai <4 57
<4
Gansu Henan Jiangsu
4 Shaanxi 85 Anhui 35
Tibet Shanghai
Hubei 38 15
Sichuan 43 Zhejiang
65 21 17
Chongqing Jiangxi
Hunan
32 Fujian
Guizhou 48
5 24
1-3 1
4-9 Yunnan Guangdong 4
7 Guangxi
61
10-29 19 10
30-59 30
60+ 60
Hainan
Henan, Sichuan and Guangdong are the major production bases for rice &
flour products in China. From Jan. to Nov. 2010, enterprises engaged in rice &
flour products production above designated size in the above three areas
added up to 211 firms, accounting for about 32.26% of all rice & flour
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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 16 Changes in the percentage of numbers of foreign rice & flour products mfg.
enterprises across China and the comparison of foreign enterprises and enterprises of
other ownership
2008 2009 2010
Percentage of foreign enterprises Changes575
in the percentage of
全国 478 654
in term s of the num ber of num bers of foreign-funded
oreign-funded 42 41 44
enterprises in 2010 enterprises
e of ownership 610
Private 305 24% 394
21% 21% 451rivate
oreign-funded 6.73% 42 41 44 nded
4% 3%
Joint-equity 15 3% 7%
21 7% 21
9%
Others 116 119 138
Private 64% 69% 69%
oreign-funded 9% 7% 7%
93.27% 64% 69% 69%
Joint-equity 3% 4% 3%
Others 24% 21% 21%
2008 2009 2010
Private Foreign-funded
Foreign-funded Others type of ow nership Joint-equity Others
In 2010, among the 654 rice & flour products mfg. enterprises above
designated size across China, 44 are foreign enterprises, accounting for about
a share of 6.73% of all. In terms of the number of enterprises, there were 3
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