ABInBev(US:BUD) 36氪·2025-08-01 13:34Core Viewpoint - The beer industry is adapting to an emotion-driven consumption era, aiming to connect with each generation of young adults through cultural experiences and events [2][12]. Group 1: Cultural Engagement and Consumer Trends - The upcoming Tomorrowland music festival in Shanghai, initiated by Budweiser, highlights the brand's commitment to engaging with young consumers through cultural events [4][5]. - A McKinsey report indicates that 64% of consumers prioritize emotional consumption, with younger consumers placing even greater emphasis on the emotional value of products [8]. - Brands must create deeper cultural connections and experiential systems rather than relying solely on price competition to resonate with consumers [9]. Group 2: Budweiser's Strategic Approach - Budweiser's strategy focuses on "Megabrands & mega platforms," targeting global young adults' favorite IPs to foster connections [12][15]. - The brand's involvement in Tomorrowland is not just sponsorship but a key part of creating a "beer + scene + culture + social" experience [14]. - Budweiser has successfully established its flagship brands, such as Harbin Beer and Budweiser, with a 40% market share in the premium segment, according to Euromonitor [16]. Group 3: Market Performance and Innovations - Harbin Beer has seen a 70% sales increase in the young consumer segment due to its innovative zero-sugar products linked to NBA events [18]. - The "flagship brand + super platform" strategy has proven effective, allowing Budweiser to enhance its market presence and consumer engagement [19][23]. - The brand's partnerships with major cultural events like the FIFA World Cup and Tomorrowland are essential for amplifying its market influence and connecting with consumers [21][23].