GUOTAI HAITONG SECURITIES·2026-01-13 05:15Investment Rating - The report rates the beer industry as "Buy" [1] Core Insights - The beer industry is entering a new normal characterized by stock competition, with structural opportunities arising from category and channel changes. The demand for beer in China has been gradually declining in 2023, and it is expected to follow a long-term downward trend similar to overseas experiences. The average selling price (ASP) of leading companies is projected to increase by only 0.4% in 2024 due to weaker-than-expected demand recovery and inflation decline [4][7] - The rise of craft beer represents a significant opportunity for the industry, with leading companies likely to benefit from this trend. The penetration rate of craft beer in China is estimated to be around 3%, which is still significantly lower than the 5-15% levels seen in developed countries [4][20] - New retail channels are rapidly growing, driven by consumer demands for convenience, rationality, and differentiation. The estimated sales of beer through new retail channels are around 30 billion yuan, with a penetration rate of approximately 6% and an annual growth rate of about 20% [4][61] Summary by Sections 1. Industry New Phase: Stock Era, Channel Change, Craft Beer Rise - The beer industry in China is experiencing a new normal with both volume and price entering a downward trend. The production volume is expected to decline by 0.4% in 2023 and 1.0% in 2024 [7][4] - The concentration of leading companies is expected to decrease slightly, with the CR5 ratio projected to drop by 3.5 percentage points to around 74.8% in 2024 [14][4] 2. Category Change: Demand Shift Creates Opportunities, Large Companies to Benefit - The demand for beer in China is at a turning point, with potential for big single product opportunities. The younger generation is becoming the main consumer group, leading to a shift in drinking culture towards personal preference [23][24] - The craft beer market is expected to grow significantly, with an estimated annual growth rate in sales exceeding double digits. The penetration rate of craft beer is projected to reach around 3% by 2025 [29][30] 3. Channel Change: Demand Stock Competition, Impact on Structure Manageable - The structure of beer distribution channels is changing, with a decline in traditional on-premise sales and an increase in new retail channels. The new retail channel is expected to account for about 6% of total beer sales, with significant growth in instant retail and membership warehouse stores [56][61] - The rapid growth of new retail channels is driven by improved logistics efficiency and changing consumer preferences for convenience and differentiated products [57][61]