“牛市”来了！白酒教父杀进啤酒圈

Core Viewpoint - The company Zhenjiu Lidou has officially entered the beer market with the launch of a high-end craft beer named "Niu Shi" priced at 88 yuan for 375ml, marking a strategic expansion beyond its traditional baijiu business [2][6]. Product Development - The development of "Niu Shi" took three years, significantly longer than the typical six-month cycle for regular beers, with the product initially planned for release last year but delayed for taste testing [6][7]. - The beer has an alcohol content of 5.9%, which is higher than most beers on the market, and its pricing has been acknowledged as relatively high by the founder [7]. Market Strategy - The product is positioned as a high-quality beer targeting premium consumers, aligning with the company's broader strategic goals, and is marketed with the slogan "Niu Shi Kai, Haoyun Lai" [8]. - Zhenjiu Lidou is actively recruiting offline distributors and has established flagship stores on major e-commerce platforms like Taobao and JD [8]. Future Plans - "Niu Shi" is the first beer product from Zhenjiu Lidou, with plans for additional beer products in development, expected to launch next year [10]. - The company has a history of involvement in the beer sector, having previously invested in a craft beer company, indicating a strategic interest in diversifying its product offerings [10]. Industry Context - The beer market in China is highly competitive, with major brands like China Resources, Tsingtao, Yanjing, Chongqing, and Zhujiang holding approximately 70% of the market share [12]. - Other baijiu companies, such as Luzhou Laojiao and Wuliangye, are also exploring beer ventures, indicating a trend of diversification within the industry [14]. Financial Performance - Zhenjiu Lidou is currently experiencing a significant downturn in its core baijiu business, with projected revenue for the first half of the year between 2.4 billion to 2.55 billion yuan, representing a year-on-year decline of 38.3% to 41.9% [16]. - The company anticipates that the new product "Dazhen" will contribute positively to sales in the second half of the year, despite the overall challenging market conditions [16].