文 ｜ 李小霞 封面来源 ｜ 企业公众号 36氪获悉，精酿品牌"TAGSIU 醍宿酿造"（下称"TAGSIU"）已完成近千万Pre-A轮融资，投资方为MinIPO、酷鼠酒厂、讲真创投，本轮融资主要用于门店 连锁、零售渠道扩展以及供应链的研发。 TAGSIU成立于2020年，是一家兼具线下门店空间体验与零售渠道布局的精酿品牌。2023年5月，TAGSIU曾完成近千万元天使轮融资。品牌瞄准都市中追求 个性化、社交化饮酒体验的人群，提供兼具品质与氛围感的精酿消费场景。 零售板块以罐装产品和玻璃瓶装啤酒为主，通过各类连锁餐饮，电商平台，商超渠道等进行产品销售。 精酿啤酒不再是少数人的"专享"。 TAGSIU 据创始人吴其峰介绍，TAGSIU除了是一家啤酒公司以外，将门店延伸为城市公共空间，与不同业态品牌进行品牌联动，通过跨界合作、品牌联动、城市啤 酒节等、使精酿啤酒用不同创新等方式将传统业态与社交场景进行融合。 此外，TAGSIU也通过不断调整空间大小和餐饮组合，将门店模型从大餐酒馆向小酒馆转换，吴其峰透露，门店缩小后，有助于提高人效，且便于规模化复 制， 此次Pre-A的投资方其一，广东省酷鼠酒厂的加入，也帮助TA ...

Core Insights - TAGSIU, a craft beer brand, has completed nearly 10 million RMB in Pre-A financing, aimed at expanding its store chain, retail channels, and supply chain development [1][4] - The craft beer market in China reached 148.78 billion RMB in 2023, doubling since 2018, and is expected to exceed 180 billion RMB by 2027, with a compound annual growth rate of over 8% [4][5] Company Overview - Founded in 2020, TAGSIU combines offline store experiences with retail channel layouts, targeting urban consumers seeking personalized and social drinking experiences [1][3] - The brand's retail segment focuses on canned and bottled beers sold through various channels, including chain restaurants, e-commerce platforms, and supermarkets [1] Investment and Partnerships - The recent investment round included partners like MinIPO and Cool Mouse Brewery, which enhances TAGSIU's supply chain capabilities [1][4] - Cool Mouse Brewery, located in Guangdong, plans to expand its production capacity significantly, which will benefit TAGSIU's supply chain [4] Market Strategy - TAGSIU aims to address the industry's challenges, such as over-reliance on traditional B-end channels, by expanding its retail presence and making craft beer more accessible to the general public [5][6] - The brand has adopted a competitive pricing strategy, making its products more affordable, with prices as low as 9.9 RMB for two bottles in supermarkets [6][9] Distribution and Expansion - TAGSIU is rapidly expanding its distribution network through partnerships with convenience stores and supermarkets, ensuring product availability even in cities without physical stores [6][9] - The brand is also exploring opportunities in hotel bars and mini-bars, collaborating with various hotel chains to provide craft beer [9][12] Consumer Engagement - TAGSIU engages with younger consumers through events, brand collaborations, and creative marketing strategies, establishing itself as a cultural brand [13] - The brand's direct consumer interactions facilitate real-time feedback for product development, enhancing its supply chain and product offerings [13][15] Future Outlook - TAGSIU plans to focus on scaling its store operations, deepening retail channels, and innovating product development to capture a larger market share in the growing craft beer sector [16]

Core Viewpoint - The article emphasizes the importance of innovation and brand strength in driving new consumption patterns and enhancing urban consumer experiences, particularly in the context of the Shenzhen Urban Craft Beer Festival and the Third Shenzhen Teao Festival [5][10][14]. Group 1: Event Overview - The Shenzhen Urban Craft Beer Festival and the Third Shenzhen Teao Festival were held in collaboration with 36Kr and TAGSIU, aiming to explore new consumption scenarios and promote night economy development [3][5]. - The event featured various activities, including live music, robot performances, and social gatherings, designed to create engaging consumer experiences [10][11]. Group 2: Consumer Trends - The article notes a shift from "consumption downgrade" to "consumption grading," highlighting that consumers now prioritize quality-price ratios and are willing to pay for emotional value [6][8]. - Consumers are increasingly seeking innovative solutions and unique experiences rather than just products, indicating a demand for deeper emotional connections with brands [8][9]. Group 3: Innovation and Brand Strength - Innovation is described as essential for survival and growth, serving as a driver for differentiation in a competitive market [8]. - Brand strength is identified as a critical factor that amplifies the value of innovation, fostering consumer trust and loyalty [9]. - The relationship between innovation and brand strength is characterized as interdependent, where each element enhances the other, facilitating a brand's evolution from being known to being loved [9]. Group 4: Recognition of Brands - 36Kr recognized 32 representative brands from over 300 submissions, focusing on their core attributes of value depth and innovation strength [14][15]. - These brands span various sectors, including basic consumption, cultural entertainment, and new consumption fields, reflecting a comprehensive approach to consumer needs [16][17]. Group 5: Future Directions - The festival aims to integrate technology, culture, and commerce, establishing a sustainable business ecosystem that continues to observe and adapt to consumer trends beyond the event [21].

Core Insights - The company "Insomnia Penguin" has rapidly expanded its presence in the craft beer market, with over 400 stores nationwide and a target of 500 by the end of the year [1][3] - The brand focuses on fruit-flavored craft beers, catering specifically to the emotional and social needs of young consumers [6][8] - The company has invested significantly in production capabilities, including a smart brewery with a capacity of 60,000 food-grade stainless steel barrels, ensuring a stable supply for its expanding store network [3][5] Company Strategy - Insomnia Penguin's strategy involves building production facilities before opening retail locations, which has allowed for better control over product quality and supply chain [3][5] - The company has committed 150 million yuan to establish a smart brewery, aiming to match the standards of world-class craft beer brands [5] - The brand's product design emphasizes fruit flavors, with over 70% of its sales coming from fruit-based craft beers [6][8] Market Position - The craft beer market in China is experiencing growth, with Insomnia Penguin achieving the status of "national sales leader in fruit craft beer" as recognized by Sullivan [3] - The small tavern industry in China is projected to grow from 1,487.8 billion yuan in 2023 to over 1,800 billion yuan by 2027, indicating a favorable market environment for Insomnia Penguin [5] Consumer Engagement - The company actively engages with its target demographic through various marketing activities, including music events and fan support initiatives, to enhance brand loyalty among young consumers [8] - Insomnia Penguin's user base primarily consists of young consumers aged 18-35, with a focus on locations that attract this demographic [6][8]

Group 1 - The "flash purchase" model is significantly boosting the consumer market, with platforms like Taobao and Meituan reporting peak daily order volumes exceeding 2 billion, driven by promotional events and subsidies [1][3] - The supply side is also evolving, with a 110% month-on-month increase in new brands joining Taobao's flash purchase platform in July, indicating a surge in merchant participation [3] - The fruit cutting service "切果Now" has seen its daily order volume double from 40,000 to 100,000 since the launch of Taobao's flash purchase, with peak daily sales reaching over 3.2 million yuan [4][5] Group 2 - The fruit cutting industry, previously experiencing a compound annual growth rate of around 35%, has seen a resurgence with daily GMV growth of 45%-50% due to increased consumer acceptance and platform traffic [5][9] - The "fresh draft beer" segment is also thriving, with monthly sales reaching 55,000 orders, driven by the convenience of flash purchase and the appeal of fresh craft beer among young consumers [11][12] - The OMO (Online Merge Offline) model is being adopted by companies like Lenovo, allowing for rapid delivery of high-value electronics, with some stores reporting order growth exceeding 30% [16][19] Group 3 - The ongoing flash purchase competition is reshaping consumer habits, with a shift towards immediate consumption and a more flexible decision-making process for consumers [20][21] - Brands are required to enhance their local supply capabilities and digital management to meet the demands of this new consumption model, leading to a transformation in inventory and service strategies [21] - The "big consumption" model is expected to unleash further consumer potential, as the flash purchase trend continues to grow and diversify the market [20]

Group 1 - The event "BingBing Craft Beer Festival" held from August 8 to 10 in Hangzhou attracted over 240,000 visitors, showcasing over 30 craft beer brands and more than 100 stalls, creating a vibrant atmosphere for young consumers [1][3] - The festival highlighted the unique international character of the Binjiang area, with many foreign visitors expressing interest in local craft beers that incorporate Chinese flavors and local ingredients [1] - The event successfully integrated various elements of dining, drinking, entertainment, and shopping, significantly extending consumer dwell time and boosting nighttime foot traffic [1] Group 2 - The Binjiang District Business Bureau emphasized the importance of innovative activities to promote consumption upgrades, targeting the young and international characteristics of the area [2] - The festival not only catered to the social needs of the younger demographic but also transformed Binjiang's nightlife into a vibrant stage connecting the world, effectively driving consumer spending [2] - The sales in the Star Light Avenue business district increased by 10% compared to the previous period, demonstrating the positive economic impact of the event [3]

Core Viewpoint - The company "Hao Xiang Ni" is diversifying into the craft beer market, launching a series of flavored beers in response to declining performance in its core business [1][2][4]. Group 1: Company Background and Performance - Founded in 1992, "Hao Xiang Ni" specializes in the research, procurement, production, and sales of health foods, particularly red dates [2]. - The company was the first in the Chinese red date industry to go public in 2011, experiencing significant revenue growth from 2.072 billion yuan in 2016 to 5.961 billion yuan in 2019 [2]. - However, after selling its subsidiary "Bai Cao Wei" to PepsiCo in 2020, the company has faced consecutive years of losses, reporting losses of 189 million yuan, 52 million yuan, and 72 million yuan from 2022 to 2024 [2][3]. Group 2: New Product Launches and Market Strategy - "Hao Xiang Ni" has launched a new series of craft beers, including flavors like red date, green tea, jasmine tea, and peach blossom, set to be released in late May 2025 [1]. - The craft beer products will be sold online at prices of 28.1 yuan per liter, primarily through the company's official flagship stores [1]. - The company has also ventured into other sectors, such as tea beverages and snack foods, indicating a strategy to find new growth points amid declining performance [1][4]. Group 3: Market Trends and Consumer Insights - The craft beer market is experiencing growth, driven by trends in self-indulgent consumption and an increase in female consumers [5]. - The introduction of flavored craft beers aligns with market trends, although similar products are already prevalent [5]. - The company's focus on diverse product offerings reflects a sense of urgency to identify new growth avenues, but there are concerns about the coherence of its diversified strategy [5].

Industry Overview - The craft beer industry in Jinan is experiencing rapid growth, with 545 craft beer-related enterprises currently existing, 104 of which were established within the last year [1][12] - The competition is intensifying, with 15 craft beer bars located within a one-kilometer radius in the Dongyi community commercial street [1][12] Business Models - Different business models are emerging, such as the community craft beer bar model, which focuses on local customer bases and offers a variety of products at competitive prices [3][6] - The "lightweight" business model, exemplified by Gongda Mai Kaishen Craft Beer, operates without dine-in options, focusing solely on takeout to minimize costs [4][6] Market Dynamics - The average daily sales in Jinan's craft beer market are around 3 to 4 tons, with an average customer spending of 50 yuan [6] - The craft beer market is becoming a popular choice for entrepreneurs, with low entry barriers and a potential startup cost of around 10,000 yuan for a takeout-only model [6][12] Challenges and Competition - New entrants face significant challenges, as illustrated by a struggling craft beer bar that had to close after only four months due to low foot traffic and high operational costs [7][9] - The market is witnessing a divide between successful brands that leverage strong supply chains and marketing strategies and individual brands that struggle without such support [9][10] Future Outlook - The craft beer industry in Jinan is expected to evolve into a more differentiated market, with high-end boutique stores and community-oriented affordable options coexisting [12] - Market positioning and understanding consumer preferences will be crucial for the survival and growth of new entrants in the craft beer sector [12]

Core Insights - The film "Lychee in Chang'an" was officially released nationwide on July 18, 2023, and Ubrew Craft Beer partnered with the film to offer summer gift packages to craft beer enthusiasts across over 2000 craft beer bars in China, expecting to reach hundreds of thousands of consumers [1][2][5]. Company Overview - Ubrew has established itself as a leading player in the craft beer industry in China, leveraging its advantageous position to become a "joint promotion partner" for the film [2][4]. - The summer gift package includes two popular products: Lychee Sea Salt 0.6 Fruit Wine and Elderflower Lychee Flavored Beer, along with promotional materials such as posters and stickers from the film [5][6]. Product Popularity - The Lychee Sea Salt 0.6 Fruit Wine and Elderflower Lychee Flavored Beer are among the top five products of Ubrew, favored particularly by younger consumers as summer beverages [6][11]. - Ubrew's products are available for purchase both online and at over 2000 physical locations, with high daily sales volumes [6][11]. Market Trends - The craft beer segment is experiencing a surge in popularity, especially among younger demographics, with 63% of consumers aged 18-35 preferring low-alcohol, naturally brewed beverages, while the consumption of high-alcohol spirits has decreased by 12% year-on-year [11]. - Ubrew has been expanding its craft beer bar model since 2017, with over 2000 locations established in more than 800 cities by June 2025 [11]. Future Outlook - The craft beer industry in China is projected to enter a significant growth phase, with expectations for a market penetration rate of 6.3% and a market size reaching 130 billion yuan by 2025, potentially exceeding 160 billion yuan by 2026 [12]. - Ubrew's founder has indicated that the next decade will be a golden period for the craft beer industry in China, emphasizing the company's commitment to producing beers that cater to local consumer preferences [12].

Group 1 - The "Wanshang Jiaxiu Electronic Music Craft Beer Carnival" held in Guiyang aims to create a summer event combining craft beer tasting and electronic music for citizens and tourists [1] - The event features 20 craft beer and specialty food booths, attracting numerous consumers to taste and purchase local craft beers from brands like Dasheng Craft Beer and Chui Zi Craft Beer [3][5] - The immersive music experience at the electronic music performance area enhances the atmosphere, with strong electronic music rhythms and visual effects drawing crowds to enjoy both the craft beer and the music [3] Group 2 - Local craft beer enthusiasts express satisfaction with the quality of local craft beers, highlighting unique flavors such as those infused with Zunyi black tea [5] - The event serves as a platform for brands to showcase their products, with a focus on integrating local ingredients like wood ginger and prickly pear into craft beer flavors [7] - The event is part of the South Ming District's initiative to promote the high-quality development of the craft beer industry, leveraging the summer season to innovate consumer experiences and enhance brand building [9]