百威“双轮驱动”激活城市夜经济，国际IP与本土生态共舞

Core Viewpoint - Budweiser Group is actively engaging in China's night economy through its "Megabrands & Mega Platforms" strategy, redefining the nighttime consumption ecosystem in the country [1][3][10]. Group 1: Night Economy and Beer's Role - The night economy is a significant driver of urban economic growth, with nearly 60% of global consumption occurring after 6 PM, and cities with active night economies experiencing GDP growth rates approximately 4 percentage points higher than those without [2]. - In Shanghai, the night economy is projected to see 4.03 million active trips in 2024, positioning the city as a benchmark for nighttime economic activity in China [2]. - Beer, unlike liquor which is often associated with business banquets, has a "social gene" that fits naturally into nighttime scenarios, evolving from a mere beverage to an "emotional carrier" in various social settings [2][3]. Group 2: Strategic Initiatives by Budweiser - Budweiser China is strategically focusing on the "music + sports" night economy scene, enhancing brand visibility and emotional connection through immersive experiences at major music festivals and sports events [3][8]. - The company is actively establishing brand experience stores and hosting pop-up events in vibrant nightlife areas to deepen consumer interaction and make beer an integral part of urban nightlife [3][5]. Group 3: Collaboration and Local Adaptation - The successful introduction of the Tomorrowland festival in Shanghai involved nearly two years of preparation, showcasing the importance of government and corporate collaboration to adapt global IP to local markets [4]. - Budweiser's understanding of both global operational logic and local consumer needs has enabled it to effectively integrate international IPs into the Chinese market, enhancing nighttime cultural consumption [4]. Group 4: Financial Performance and Market Position - In 2024, Budweiser's flagship brands contributed 57% of its revenue, with a growth rate of 4.6%, underscoring its dominance in the global beer market [7]. - The company's focus on high-end market positioning and deep penetration into consumption scenarios has driven significant sales growth, particularly through innovative product offerings [7][9]. Group 5: Future Outlook - Budweiser Group remains optimistic about the long-term potential of China's night economy, planning to deepen its "Megabrands & Mega Platforms" strategy by introducing more international top-tier IPs and developing local "beer + cultural tourism" projects [10][11]. - The company aims to enhance the international visibility of China's nighttime activities and cultural landscapes, contributing to the growth of the night economy [10][11].