喜力啤酒全球销量下降，中国市场增长30%成为亮点

Core Insights - Heineken Group reported a decline in operating profit by 7.1% year-on-year for the first half of 2025, amounting to €1.433 billion, with global beer sales down by 1.2% to 11.64 million kiloliters [1] - The company experienced a significant growth in the Chinese market, with licensed beer sales increasing by over 30%, contributing to a rise in market share [1][2] - The European market faced challenges, with organic net revenue declining by 4% and sales down by 4.7%, primarily due to stalled negotiations in Western European supermarkets and reduced demand in Poland and Austria [1] - The Americas market also showed a slight decline, with net revenue down by 0.8% and sales down by 1.2%, although Mexico's growth helped mitigate some losses [1] - The Asia-Pacific and Middle East-Africa markets were the main growth drivers, with the Asia-Pacific region seeing a 3.1% organic growth in beer sales, and licensed beer sales soaring by 32.1% [1] Financial Performance - Heineken's total revenue for the first half of 2025 reached €16.924 billion [1] - The Middle East and Africa markets reported a 19.8% increase in net revenue and a remarkable 102.8% increase in operating profit [3] - The company anticipates that overall sales for 2025 will remain roughly flat, with an expected organic growth in operating profit of 4% to 8% for the year [3] Market Strategies - Heineken has intensified its marketing efforts in China, achieving double-digit growth in its unique offerings, with specific brands like Heineken Star Silver and Red爵 seeing significant sales increases [2] - The company has partnered with China Resources Beer to enhance its market presence, becoming an official supplier at major sporting events [2]