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50% capacity was not released last year
"Although from this year's New Year's Day to the present, our sales data has always been better than the original expected performance, but there are several big festivals in the two months, as well as annual leave, so at present we are not daring to say that this year's situation is good. Up." Heili Asia-Pacific Brewery (China) Pte Ltd. South China District officials told reporters recently.
The reporters learned from the beer companies in the province such as Jinwei Beer, Tsingtao Brewery and China Resources Snow, which are basically the same. In the past two months, everyone’s business situation is better than previously expected, but whether the industry can be better this year. Development still retains its views.
In fact, last year's economic crisis led to the withdrawal of a large number of Hong Kong and Taiwan enterprises, and some migrant workers also left Guangdong. These have directly impacted the beer industry in Guangdong, especially the low-end mass beer consumption. As a result, most of the factories in the province are currently underemployed. . According to data from the Guangdong Beer Industry Association, the total beer production in Guangdong increased negatively by 4.4% in 2008. The Pearl River and Jinwei in the top three were not spared. The output fell by 13% and 26% respectively. The production of Zhongshan Jinxing fell by 56%. .
"A few years ago, due to the great situation, Jinwei, Qingdao, Snowflake, Yanjing, Budweiser and Heineken have expanded their production layout in South China." A beer industry insider expressed the feeling that with the production of 100,000 tons of Heineken in Guangzhou and the expansion of 150,000 tons in Snowtown Dongguan, the beer production capacity in Guangdong exceeded 6 million tons. In 2008, the sales volume of the entire Guangdong Province was only 3 million tons, and 50% of the production capacity was difficult to release. This statement was recognized by the head of a beer company: "Guangdong does have a large proportion of production capacity is now not full."
Pushing new products to drive the consumer crisis
The significant reduction in sales is an important reason for the severe suppression of production capacity. Statistics show that in the first half of last year, domestic beer sales fell by nearly 10% year-on-year, and the actual negative growth in the second half of the year. This is the first time since the rapid development of the Chinese beer industry in the past 20 years, except for the SARS period, the first negative growth. Therefore, stimulating consumption has become the primary task of the beer's digestive capacity crisis. When the price war that hurts people is waived by the beer giants, the use of new products to activate consumption has become the decision of everyone.
The reporter learned from Jinwei Beer that Jinwei Beer will launch a personalized product with the “Shenzhen 2011 World Summer Gamesâ€. The new product is made from high-quality raw materials and advanced German technology to ensure that it tastes mellow and tastes pure. On the packaging, the wine has been innovated from both the wine label and the outer packaging, incorporating many popular elements of sports, health and fashion.
Yanjing Beer announced that it has invested heavily in the introduction of a non-alcoholic production line with the only invention patent on alcohol-free beer issued by the State Intellectual Property Office. It is reported that the company will further develop new alcohol-free beer products to seize more consumer groups.
It is reported that Budweiser will have new products this year.
ASEAN or the way out of excess capacity
Beer industry experts believe that while stimulating domestic demand, Guangdong beer should also use the geographical advantage to digest excess capacity by increasing exports. “The ASEAN market close to Guangdong’s Zui may be a good choice for the over-capacity Guangdong beer export.â€
The reason for choosing ASEAN is that the market potential is huge in the region, and the weather is more suitable for beer sales. In addition, after China and ASEAN launched the free trade zone plan, the tariffs on beer entering the ASEAN market have been decreasing year by year, which has also laid a good for Guangdong beer to enter ASEAN. basis. In 2005, Guangdong Beer only exported 2.106 million liters to ASEAN. In 2006, it quickly climbed to 12.392 million liters, an increase of 4.9 times. From January to November 2007, Guangdong Beer exported 15.517 million liters to ASEAN. , a substantial increase of 50.8%, maintaining strong growth momentum for years.
Therefore, Guangdong beer enterprises have long entered the ASEAN market and vigorously explored. In 2005, Zhujiang Beer, which dominated the South China market, invested 800 million yuan to expand Zhanjiang Zhujiang Beer Co., Ltd. to build a beer production base with an annual output of 400,000 tons. It was put into mass production last year. As a short port for China's maritime voyage to Southeast Asia, Zhanjiang is an important market for intensive cultivation of Zhu Beer. Its strategic significance lies in exporting ASEAN and radiating southwest.
According to reports, at present, almost all of Guangdong Beer's exports to ASEAN are undertaken by foreign-invested enterprises, among which Shenzhen Tsingtao Brewery Asahi Co., Ltd. and Carlsberg Beer (Guangdong) Co., Ltd. are Guangdong's large exports to ASEAN, and their exports to ASEAN. It accounted for 90.9% of Guangdong Beer's exports to ASEAN beer during the same period. Private enterprises only export about 20,000 liters, while state-owned enterprises have no record of exporting beer to ASEAN. Therefore, the ASEAN market has great potential.
Will the beer sales season come as scheduled?
Last year, an economic crisis dragged the beer industry into the “cold winterâ€. When will the spring bloom? The weather is getting hotter, is the beer industry's peak season coming as scheduled? In the post-crisis era, where is Guangdong Beer Road?