斥巨资布局黄酒赛道,青啤寻求“增长曲线”

Core Viewpoint - Qingdao Beer has announced the acquisition of 100% equity in Shandong Jimo Huangjiu Brewery from Xinhua Jin Group and Lujin Group for a total consideration of RMB 66.5 million, marking the highest merger and acquisition amount in the domestic Huangjiu industry in the past five years and indicating Qingdao Beer's entry into the Huangjiu market [1] Group 1: Market Environment - The Chinese beer industry has faced a challenging market environment, with beer production declining from 38.12 million kiloliters in 2018 to 35.90 million kiloliters in 2023, and a projected further decline of 0.6% in 2024 [2] - Qingdao Beer's revenue for 2024 is reported at RMB 32.138 billion, a decrease of 5.3% year-on-year, while its net profit attributable to shareholders increased by 1.81% [2] Group 2: Strategic Rationale - The acquisition aims to diversify Qingdao Beer's product line and expand market channels, providing consumers with more diverse choices [2] - The seasonal complementary effect between beer and Huangjiu is a key rationale for the merger, as Qingdao Beer sees 65% of its revenue in the second and third quarters, while Jimo Huangjiu's peak sales occur in the fall and winter, with 38% of its revenue in the fourth quarter [2] Group 3: Growth Potential - The Huangjiu market is relatively small and fragmented, with national sales revenue of only RMB 21 billion in 2023, accounting for just 2% of the total liquor market [3] - Jimo Huangjiu's revenue in the northern market is currently less than 15%, but it has shown growth potential, with a 13.5% year-on-year increase in main business revenue to RMB 166 million in 2024 [3] - Qingdao Beer has a nationwide distribution network of 1.2 million retail outlets, which can help Jimo Huangjiu overcome its low penetration in the northern market [3][4] Group 4: Brand Recognition and Support - Huangjiu's recognition in the northern market is only 23%, compared to 98% for beer, indicating significant room for growth [4] - The acquisition is expected to enhance Jimo Huangjiu's brand recognition and market share in the northern market through Qingdao Beer's channel advantages and brand influence [4] - Qingdao Beer's logistics and supply chain will support Jimo Huangjiu in reducing costs and improving operational efficiency [4]