Core Viewpoint - Yanjing Beer is strategically entering the soda market, launching the Beiste soda and planning to integrate beer and soda production, primarily targeting the restaurant sector to compete with major brands like Dajiao [1][2][8] Group 1: Market Context - The domestic beer market has reached a saturation point, with production peaking in 2013 and declining to 35.68 million kiloliters by 2022, indicating a shift to a stock market era [10][12] - In contrast, the carbonated beverage market is projected to grow, potentially exceeding 200 billion yuan by 2025, with a compound annual growth rate of 5% to 8% [12][13] Group 2: Competitive Landscape - Dajiao's revenue surpassed 3.2 billion yuan in 2023, making it a formidable competitor in the soda market [2] - Yanjing Beer’s Beiste soda is priced lower than Dajiao, with a supply price of 33 yuan per box compared to Dajiao's 38 yuan, allowing for greater profit margins for distributors [4][5] Group 3: Strategic Advantages - Yanjing Beer has an extensive distribution network, covering over 500,000 restaurant terminals, which overlaps significantly with soda channels, facilitating easier market entry for Beiste [5][8] - The company aims to achieve 80% coverage of its target terminals within three years, leveraging its existing beer sales infrastructure [5] Group 4: Financial Performance - Yanjing Beer reported a revenue of 14.667 billion yuan in 2024, a 3.2% increase from the previous year, with a net profit of 456 million yuan, marking a 63.74% growth [8][9] - The company’s high-end beer series, Yanjing U8, saw a 31.4% increase in sales volume in 2024, indicating strong performance despite market challenges [5][8] Group 5: Consumer Trends - The trend of "milk tea-ification" in beverages is gaining traction, with various brands introducing innovative flavors to attract younger consumers [14][19] - Yanjing Beer is attempting to reposition itself to appeal to younger demographics, who prioritize brand image and emotional value over just price [13][19]

Core Insights - The craft beer trend is reflecting consumer upgrades, with over 24,000 craft beer-related companies in China, driven by personalized flavor and quality experiences [1][3][4] - Major beer companies are entering the craft beer market to capture high-end segments, while also exploring non-alcoholic beverage markets through a "beer + soda" strategy [1][6][8] Industry Overview - The craft beer market in China has seen rapid expansion, with new registrations increasing from 3,111 in 2021 to 3,832 in 2024, indicating a growing interest in craft beer [3] - The global craft beer market was valued at approximately 728 billion yuan in 2022, with a projected compound annual growth rate (CAGR) of 11.2%, expected to exceed 1.7 trillion yuan by 2030 [3] Market Dynamics - Craft beer is characterized by lower production volumes and more refined brewing processes compared to industrial beer, appealing to consumers seeking unique flavors and higher quality [4][5] - Major beer companies like Qingdao Beer and Yanjing Beer are launching craft beer sub-brands to enhance their product offerings and address the high-end market demand [5][6] Strategic Initiatives - Companies are leveraging their established distribution channels and supply chain management to expand into the non-alcoholic beverage market, particularly in the soda segment [6][7] - Yanjing Beer has introduced a new soda product, "Beistejia Bing," as part of its "beer + beverage" marketing strategy, aiming for long-term market penetration [7][8] Future Outlook - The craft beer segment is expected to continue growing, with companies focusing on expanding their product lines and enhancing brand recognition in both craft beer and non-alcoholic beverages [6][8]

以下文章来源于FBIF食品饮料创新 ，作者FBIF FBIF食品饮料创新 . 深度，创新 这是新消费智库第 2 6 1 8 期文章 新消费导读 一个区域性品牌的"全国化突围"。 作者 ： Abby 编辑：竺天 审核： Single 来源： FBIF食品饮料创新 2023年末、2024年初，"南方小土豆勇闯哈尔滨"话题在社交媒体持续发酵，与此同时，东 北特产也被越来越多的网友关注到。 珍珍荔枝汽水成为了"东北特产"话题中的焦点。原因就在于，"东北特产"，产自广东。 "特产"与"产地"的错位，让部分网友玩起了梗—— "所谓特产就是特地背着本地人生产是 吧？"在某短视频平台上，有相关视频点赞量、评论量以及转发量均超过10万+。 据珍珍官方透露，2024年业绩同比增长高达30%。根据马上赢数据分析，也印证了这一增 长：在有糖汽水市场，珍珍的市场占有率从2023年的第七名跃升至2024年的第四名，超越 了华洋等品牌。 | | 202312-202411 有糖汽水类目 | | 有糖汽水类目 集团市占率排行 | | | --- | --- | --- | --- | --- | | | CR10集团及市场份额合计 | | ...