Core Insights - The article highlights the transformation of the Chinese beer industry from quantity to quality, with Jin Xing Beer emerging as a leader in the craft beer segment, integrating traditional flavors with modern brewing techniques [1][5] Company Overview - Jin Xing Beer has established itself as the pioneer and top producer of Chinese craft beer, achieving a production and sales volume of 100 million cans (1-liter size) and over 100,000 tons as of early June [1] - The company has developed a unique "1258" core brewing process, which includes one month of low-temperature fermentation, sterile and oxygen-free fermentation, a five-stage saccharification process, and eight days of deep cold circulation [1][7] Product Innovation - The latest product launch includes the "Lemon Sea Salt" craft beer, expanding the product line to cater to younger consumers with various packaging options [3] - Jin Xing Beer incorporates local elements such as tea and traditional Chinese flavors into its products, enhancing cultural relevance and consumer appeal [5] Market Trends - The craft beer market in China is expected to see a penetration rate of 6.3% by 2025, with a projected market size of 130 billion yuan, indicating a shift from niche to mainstream consumption [7] - The company has successfully leveraged social media, with significant engagement on platforms like Douyin, achieving over 1.7 billion views for various campaigns [7]

Core Viewpoint - The launch of the new "Jinxing Candied Hawthorn Chinese Craft Beer" marks a significant innovation in the Chinese craft beer sector, showcasing the brand's commitment to cultural heritage and product development [1][14]. Group 1: Product Launch - The product launch event was attended by over 100 representatives from mainstream media, social media, and influencers, highlighting the importance of the occasion [1]. - Key management figures, including Vice Chairman Zhang Feng and General Manager of Marketing Li Peng, were present, emphasizing the leadership's involvement in the event [3]. - The event was hosted by Wang Wenyi, who energized the audience with a strong opening statement about the cultural significance of the product [3]. Group 2: Product Features - The new beer creatively combines the flavors of candied hawthorn, malt, and hops, offering a unique taste experience that resonates with Chinese consumers [5]. - The brewing process, referred to as the "1258" method, involves low-temperature fermentation, sterile and anaerobic conditions, a five-stage saccharification process, and an eight-day deep cold cycle, ensuring a product tailored to local tastes [7]. Group 3: Cultural Significance - The product reflects the deep cultural roots of candied hawthorn as a traditional Chinese snack, enhancing its appeal through historical and cultural connections [5]. - The event showcased the integration of national cultural elements into the product design, reinforcing the brand's commitment to cultural confidence [9][14]. Group 4: Brand Development - Jinxing Beer has demonstrated its strength and potential in the craft beer market through 43 years of dedication and innovation, positioning itself as a leader in the industry [11]. - The company emphasizes a spirit of resilience and innovation, which is evident in both its product offerings and its production processes [12].