华润酒业掌舵手离场，“啤+白”战略前路何在？

Core Viewpoint - The beverage industry is witnessing a trend of multi-category integration, with companies exploring combinations like "beer + yellow wine" and "white liquor + beer" to seek new growth opportunities. The strategic direction of China Resources Beer, which has been a pioneer in the "beer + white liquor" strategy, is under scrutiny due to recent leadership changes and the challenges faced in executing this strategy [1][5][12]. Group 1: Leadership Changes - The departure of several key figures, including Wei Qiang, who was pivotal in the "beer + white liquor" strategy, has left the leadership of China Resources Beer in a state of uncertainty [2][5]. - Wei Qiang, a veteran of the China Resources Group, was appointed as the general manager of China Resources Liquor but resigned within a year due to underwhelming performance in achieving growth targets [4][5]. - The white liquor segment has seen multiple leadership changes, leading to a lack of direction and strategy execution, with the position of general manager remaining vacant [5][8]. Group 2: Strategic Challenges - The "beer + white liquor" strategy has proven to be difficult, with recent leadership changes indicating deeper structural issues within the strategic framework [3][6]. - Financial performance has not met expectations, with China Resources Beer reporting a revenue of 38.635 billion yuan in 2024, with the white liquor segment contributing only 5% to total revenue [8][12]. - The company is facing challenges in balancing the operational logic of beer and white liquor, which differ significantly, leading to ineffective strategy implementation [12][16]. Group 3: Strategic Adjustments - In response to the challenges faced, China Resources Beer is shifting its focus towards a "beer + yellow wine" strategy, collaborating with Gu Yue Long Shan to develop a joint product [13][14]. - The company is adopting a more cautious approach with lower investment in the "beer + yellow wine" collaboration compared to previous white liquor acquisitions, indicating a shift in strategy [13][14]. - Despite the setbacks, the company is not abandoning the "beer + white liquor" strategy but is seeking more sustainable pathways for its implementation [14][16].