新经销：2024年啤酒线下市场研究报告

Group 1 - The overall beer industry in China is under pressure, with a national sales scale declining by 4% in 2024, approximately 170 billion yuan [2][13] - Beer production in 2024 is projected to reach 35.21 million kiloliters, a decrease of 0.6% year-on-year, indicating a shift to a stock competition era since 2013 [2][22] - The high-end market remains a long-term development trend, with significant room for price increases compared to international markets [2][18] Group 2 - The beer market is categorized into four types: Base Market, Flow Market, Boutique Market, and Benchmark Market, each showing a decline in GMV in 2024 [2][35] - The Base Market (59 cities) saw a GMV drop of 10%, while the Flow Market (60 cities) declined by 2%. The Boutique Market (38 cities) and Benchmark Market (20 cities) experienced GMV decreases of 4.4% and 3.8%, respectively [2][35][38] - The Flow Market, characterized by low prices and high volume, showed the smallest decline, indicating a potential area for growth [2][38] Group 3 - Key players in the beer industry have shown varied performance, with only Yanjing Beer reporting slight revenue growth, while others like China Resources Snow Beer and Budweiser Asia Pacific experienced declines [3][13] - The craft beer market is growing significantly, with a market size of 3 billion yuan in 2024, and non-alcoholic beer is outpacing the average industry growth [3][4] - Emerging channels such as discount stores are gaining traction, with GMV growth of 180% in 2024, highlighting a shift in consumer purchasing behavior [3][4] Group 4 - The industry is focusing on channel strategy optimization as a key strategic priority due to the challenges faced in traditional consumption channels [13] - The competition is expected to intensify around health-oriented products, scene innovation, and digital channel expansion as the industry adapts to changing consumer preferences [4]