6月18日，第22届世界品牌大会在北京举行，青岛啤酒品牌价值达2803.55亿元，蝉联中国啤酒第一品 牌。消费者的一句句"青岛啤酒好喝"，成为青岛啤酒品牌增值的动力源泉。 就在近日，十三太保"热战"，"苏超"火爆出圈，空气中随手一抓都是激烈的味道。最燃的征程，需要最 强的应援，啤酒和足球向来是绝配，青岛啤酒用颇具地域特色的"你有蟹，我有酒！球场蟹蟹好队 友""踢球兵贵神宿，追球迁杯不醉"等标语花式助威，与"苏超"球迷嗨在一起，尽享每一个快乐瞬间！ 随着消费观念的转变，消费者希望在品牌和产品中找到文化归属感和情感共鸣，渴望在诸多线下场景中 产生深度链接。作为百年企业的代表，青岛啤酒深刻洞察这些新趋势，积极探索健康赛道布局，与更多 体育场景融合，凭借不断的产品创新、多样化的消费场景布局，以及对城市文化的现代演绎，青岛啤酒 正以其年轻化的方式链接消费者。 品类布局：加码无醇啤酒 随着健康理念的深入，无醇啤酒逐渐从"小众补充"走向"主流选择"，社交媒体上关于饮用"无醇啤酒"的 分享越来越多显示出这一趋势的加速。 无醇啤酒的市场空间迎来了进一步增长。据国际葡萄酒与烈酒研究机构IWSR的数据显示，2023年无酒 精和低酒 ...

为深入实施促消费政策，丰富市民文化生活，激发城市消费潜力，2025惠享菏泽·缤纷夏日消费季暨"华 瑞·华小粮"青岛啤酒节活动将于6月20日至29日在菏泽国际会展中心举办。本次消费季由菏泽市人民政 府主办，市商务局、牡丹区人民政府、鲁西新区管委会承办，山东华瑞集团有限公司、菏泽市城市发展 投资集团有限公司运营，青岛啤酒股份有限公司赞助。 本次消费季活动内容丰富多彩，将同时举办七大主题活动，包括：青岛啤酒节、幸福家博会、茶博会、 美食街区、后备箱集市、外贸优品专区以及游乐嘉年华。其中，令人兴奋的是，本届青岛啤酒节在菏泽 首次推出"零门槛"惠民政策，市民和游客可以免费入场，山东华瑞集团作为本次活动运营单位，以国企 担当践行惠民承诺，与百万菏泽市民共享城市文化发展成果。 大众网记者 苏鑫 菏泽报道 本次活动以"促消费、惠民生、展形象"为宗旨，通过"政府引导、市场运作、社会参与"模式，打造集消 费促进、文化展示、休闲娱乐于一体的综合性城市盛会。 惠民消费激活夜间经济 本次活动创新性地设置了五大主题功能区：激情四射的主舞台区、品牌荟萃的展销区、食客向往的美食 街区、趣味横生的互动体验区以及轻松愉悦的休闲娱乐区，全方位满足 ...

Core Viewpoint - The 9th China Time-honored Brand (Shandong) Expo showcases the rich heritage and innovative achievements of time-honored brands, with Qingdao Beer, a 122-year-old brand, prominently featured, attracting attention from domestic and international distributors and visitors [1] Group 1: Qingdao Beer Presentation - Qingdao Beer presented its full range of products, including Classic 1903, Pure Draft, White Beer, and others, at the expo, drawing significant visitor interest and engagement [5][9] - The beer's unique flavors and styles were well-received, with attendees expressing pride in the brand and sharing personal connections to it [3][5] Group 2: Product Innovation and Technology - Qingdao Beer has leveraged technology to enhance its distribution, ensuring that fresh raw beer can reach consumers across various regions, including remote areas [7] - The company maintains strict brewing standards and utilizes data-driven approaches to ensure product quality, with nearly 400 beer flavor compounds standardized [10][12] Group 3: Brand Evolution - Qingdao Beer exemplifies the balance of tradition and innovation, continuously evolving while adhering to its century-old quality standards [10][12] - The brand has received national recognition for its technological advancements, positioning itself as a leader in the future of manufacturing [12]

Core Insights - The retail industry is undergoing significant transformation driven by the integration of digital technologies, focusing on building intelligent operational systems to promote smart retail growth [1] Group 1: Event Overview - The event "Digitalization Drives Smart Retail Growth New Engine - Tencent Cloud TVP Visits Tsingtao Brewery" was successfully held on May 22-23, featuring experts sharing industry dynamics, technological advancements, and case studies [3] - The event included a visit to Tsingtao Brewery, allowing participants to experience the blend of traditional craftsmanship with modern digital management and production technologies [3] Group 2: Tencent's Role - Tencent Smart Retail aims to assist retailers in achieving digital transformation and comprehensive business growth, providing a platform for open and equal communication among industry partners [6][9] - Tencent's investment in technology and product capabilities is evident, with R&D expenditures reaching 18.9 billion yuan, a 21% year-on-year increase, indicating a strategic move towards the next generation of technology ecosystems [12] Group 3: Tsingtao Brewery's Digital Transformation - Tsingtao Brewery, established in 1903, is the fifth-largest brewery globally and is focusing on digital solutions for the fast-moving consumer goods sector through its subsidiary, Jiuyuan Technology [9] - The digital transformation journey of Tsingtao Brewery includes comprehensive coverage of the end-to-end business chain, utilizing technologies like "one code for one item" for data collection and sharing [15] - The brewery's digital marketing strategy involves creating an integrated service platform for distributors and leveraging a multi-code interconnected data ecosystem to enhance consumer engagement [15] Group 4: Smart Manufacturing and Sustainability - Tsingtao Brewery's smart manufacturing project aims to evolve into a sustainable lighthouse factory by 2024, focusing on personalized cloud customization and end-to-end demand management [24][25] - The brewery has implemented advanced technologies such as supply planning platforms and manufacturing execution systems to support its sustainable development goals [25] Group 5: Industry Trends and Future Outlook - The exploration of AI in retail is shifting from isolated tool applications to a comprehensive reconstruction of the entire supply chain, emphasizing the importance of embracing change and innovation [12] - The concept of "smart enterprises" is evolving, with a focus on replacing repetitive tasks with intelligent systems, allowing human resources to concentrate on higher-value activities [19][20]

Core Viewpoint - The "Qingdao Beer Exchange" has become a popular attraction, merging the experience of drinking beer with stock trading, creating a unique consumer experience that drives sales and engagement during the beer season [2][4][10]. Group 1: Business Model and Consumer Engagement - The "Qingdao Beer Exchange" allows consumers to buy various types of beer, such as Qingdao Pure Draft and Qingdao White Beer, using a stock-like trading mechanism where prices fluctuate based on real-time demand [2][4]. - The exchange has seen significant foot traffic, with daily visitor numbers exceeding 10,000 during the Dragon Boat Festival, and beer sales reaching 120,000 milliliters in a single day [4][5]. - This innovative model combines elements of financial trading with consumer behavior, creating a social and engaging atmosphere that enhances the overall drinking experience [4][10]. Group 2: Market Trends and Consumer Preferences - The trend of "dopamine consumption" is emerging in the beverage market, with consumers seeking new and exciting experiences, such as the interactive nature of the beer exchange [6][10]. - A report indicates that diverse flavors, including tea and floral-infused beers, are gaining popularity among consumers, reflecting a shift towards more varied taste preferences [6]. - The beer industry is increasingly focused on attracting younger consumers by providing emotionally engaging experiences, which is essential for driving sales in a competitive market [8][10]. Group 3: Future Implications and Innovations - Experts suggest that the "Qingdao Beer Exchange" represents a new marketing model that could lead to a transformation in consumer experiences, moving from traditional consumption to emotionally-driven engagement [10]. - The concept of integrating trading-like experiences into beverage consumption could be replicated in various settings, potentially changing how consumers interact with beer and other alcoholic beverages [10].

2025年4月，山东上市公司的品牌传播效果整体表现如何？日前，壹点智库Brand-C品牌数字实验室对山东上市公司的品牌传 播效果进行了大数据测评，发布了4月份山东上市公司网络传播影响力指数（简称"INC指数"）。数据显示，该月份310家山 东上市公司的INC指数平均值为588.49，与3月相比传播影响力均值增长0.43%。全部品牌INC指数排名上涨最多的是中创物流 股份有限公司，上涨156名；下降最多的是智洋创新科技股份有限公司，下降132名。 位居排行榜前十的分别是青岛啤酒股份有限公司、歌尔股份有限公司、山东高速股份有限公司、海尔智家股份有限公司、中 国重汽集团济南卡车股份有限公司、万华化学集团股份有限公司、澳柯玛股份有限公司、东阿阿胶股份有限公司、浪潮电子 信息产业股份有限公司、史丹利农业集团股份有限公司，其中排名上涨最多的是歌尔股份有限公司，提升14名。上个月排名 前十的品牌本月下降最多的是华熙生物科技股份有限公司，下降10名。 INC指数全称是"网络传播影响力指数"，是数字化时代品牌传播效果量化评价体系。山东上市公司的INC指数评价维度包括传 播广度、传播热度、网络关注度、官网呈现度。INC指数的理论 ...

Core Viewpoint - The Shanghai Composite Index opened high but closed lower, with the CSI 300 Food and Beverage Index reported at 23,349.84 points [1] Group 1: Index Performance - The CSI 300 Food and Beverage Index has decreased by 5.27% over the past month, 2.96% over the past three months, and 4.25% year-to-date [2] Group 2: Index Composition - The CSI 300 Index is categorized into 11 primary industries, 35 secondary industries, over 90 tertiary industries, and more than 200 quaternary industries, with a base date of December 31, 2004, and a base point of 1,000.0 [2] - The top ten weights in the CSI 300 Food and Beverage Index are: Kweichow Moutai (50.79%), Wuliangye (13.2%), Yili (9.98%), Shanxi Fenjiu (4.72%), Luzhou Laojiao (4.66%), Haitian Flavoring (3.82%), Dongpeng Beverage (3.78%), Yanghe Brewery (2.19%), Jinshiyuan (1.75%), and Tsingtao Brewery (1.41%) [2] Group 3: Market Distribution - The market distribution of the CSI 300 Food and Beverage Index shows that the Shanghai Stock Exchange accounts for 76.26%, while the Shenzhen Stock Exchange accounts for 23.74% [2] Group 4: Industry Breakdown - The industry composition of the CSI 300 Food and Beverage Index includes: Baijiu (78.63%), Dairy Products (9.98%), Condiments and Cooking Oils (4.81%), Soft Drinks (3.78%), Beer (1.41%), and Meat Products (1.40%) [3] Group 5: Sample Adjustment - The index samples are adjusted biannually, with adjustments implemented on the next trading day following the second Friday of June and December each year [3] - Weight factors are generally fixed until the next scheduled adjustment, with temporary adjustments made in response to changes in the CSI 300 Index samples [3]

Industry Overview - The Chinese alcoholic beverage market is nearing 2 trillion yuan, with an expected compound annual growth rate (CAGR) of 7.1% from 2025 to 2030, reaching 1.86 trillion yuan [1][21][22] - Baijiu remains the core category, maintaining a market share of 65%-68%, with projected sales revenue of 950 billion yuan by 2025 [1][26] - The beer market is experiencing a trend towards premiumization and craft brewing, with a production volume of 35.687 million kiloliters in 2022, showing a 1.1% year-on-year increase [1][28] Market Segmentation - The production capacity and revenue of sauce-flavored baijiu are expected to reach 1.1 million kiloliters and 250 billion yuan, respectively [1] - The wine market is stabilizing after facing import pressures, with domestic wine quality improvements driving structural adjustments [1] - Emerging low-alcohol beverages, such as pre-mixed cocktails, are expected to grow at an average annual rate of 12.3% from 2025 to 2030, driven by female consumers and Generation Z [1] Consumer Characteristics - The primary consumer demographic consists of individuals born in the 1980s and 1990s, with a notable increase in demand for low-alcohol beverages among women [1][32] - Online sales channels, particularly live-streaming e-commerce, are experiencing rapid growth, with a 210% year-on-year increase in gross merchandise value (GMV) for alcoholic beverages in Q1 2025 [1] - Consumers are increasingly focused on quality, taste, and packaging, with a rising market share for low-sugar and low-alcohol products, projected to reach 22% by 2025 [1] Competitive Landscape - Leading companies like Moutai and Wuliangye dominate the high-end market through cultural marketing and product diversification [2] - Regional brands focus on local market penetration, while emerging brands leverage innovative products and online marketing to attract younger consumers [2] - The industry is shifting from price competition to brand and channel differentiation, with a focus on offline channel depth for leading companies and online and instant retail for new brands [2] Technological Innovations - Trends include intelligent brewing, green processes, and blockchain traceability, with Moutai achieving a 65% digitalization rate in its channels [2] - The penetration rate of online alcohol sales reached 32% in 2023, with live-streaming e-commerce sales increasing by 87% year-on-year [2] Policy Environment - Tax adjustments and environmental regulations are prompting companies to transition towards standardization and sustainability, with smaller enterprises facing cost pressures [2]

Group 1 - The central government has issued a "Special Action Plan to Boost Consumption," which aims to enhance domestic demand and strengthen the domestic circulation of the economy [1] - Local governments are actively implementing various measures to stimulate consumption, with Shenzhen proposing 39 specific actions and Shanghai focusing on international consumption center development [1] - The impact of digital economy and AI innovations on the consumption industry chain is becoming evident, with local plans incorporating initiatives to promote AI and digital consumption [1] Group 2 - The combination of local policies to boost consumption is significant for expanding domestic demand, providing new growth opportunities for related industries [2] - Companies are encouraged to leverage these policies through technological innovation and upgrading business models to create new consumption scenarios [2] - Retail companies like Wangfujing are adapting to market changes by developing shopping center formats and enhancing consumer experiences [2] Group 3 - Companies in the consumer electronics sector, such as Suzhou Qingyue Optoelectronics, are focusing on market policy and demand changes to capitalize on policy benefits and technological innovations [3] - The support from policies allows companies to contribute to the growth of the consumer market through smart manufacturing upgrades and exploring new market segments [3] - The emergence of new consumption formats and models is expected to solidify and enhance the expansion of the consumer market [3]

Core Insights - The "Qingdao Beer Exchange" has gained popularity by integrating financial pricing logic into the beer consumption experience, attracting over 10,000 daily visitors and achieving a daily sales volume of 1.2 million milliliters [1][2]. Group 1: Consumption Upgrade Trends - The dynamic pricing model transforms beer cups into "investment targets," with prices fluctuating every 10 minutes based on real-time sales, allowing for daily price increases of up to 20% for popular items, effectively balancing supply and demand [2]. - The initiative revitalizes the century-old Qingdao Beer brand, appealing to Generation Z by modernizing its image and ensuring consistent quality through partnerships with local distributors [2]. - The experience emphasizes emotional value, with consumers engaging in a fun and immersive way to enjoy Qingdao beer, leading to a significant increase in foot traffic and sales in surrounding businesses during peak periods [2][3]. Group 2: Digital Transformation of Cultural Spaces - The revitalization of the Qingdao Taidong Pedestrian Street is part of a broader initiative to transform historical commercial areas into digital hubs, creating a "consumption ecosystem" that integrates various entertainment and cultural offerings [3]. - As Generation Z becomes the main consumer group, the competition in the urban tourism industry shifts from mere visual appeal to the depth of experiential engagement, indicating a potential evolution in the industry [3].