新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 智通财经记者 | 宋佳楠 但现在，侯孝海"跨界"选择了离啤酒颇远的农牧产品行业。他加盟的正大集团，是泰籍华人谢易初兄弟 于1921年创办的跨国巨头，业务覆盖农牧食品、批发零售等多个领域。 这一变动距离侯孝海卸任华润啤酒核心职务已过去半年多。 2025年6月，华润啤酒发布公告称，侯孝海因有意投入更多时间于个人安排而决定辞任执行董事及董事 会主席，且不再担任董事会辖下财务委员会主席、执行委员会以及购股权总务委员会各自之成员，自6 月27日召开之董事会会议结束时起生效。 华润啤酒强调，侯孝海已确认其与董事会之间并无意见分歧。公司董事会及其成员衷心感谢侯孝海于任 内对集团的付出和卓越贡献。 公开资料显示，1968年出生的侯孝海毕业于中国人民大学统计学院，早年任职首钢、盖洛普咨询及四川 百事可乐，2001年底加入华润啤酒后，从销售发展总监逐步晋升，2016年出任CEO，2023年调任董事会 主席。 任职期间，他主导公司"3+3+3"九年战略变革，推动华润啤酒从规模扩张向高质量发展转型，构 建"4+4"品牌矩阵，完成收购喜力中国的并购等。 数据显示，9年间华润啤酒 ...

1月9日，据21世纪经济报道援引知情人士消息，华润啤酒原董事会主席侯孝海已正式入职正大集团，出任中国区首席运营官（COO），将主要负责正大集 团中国区消费品的市场与营销整合工作，包括正大集团的鸡蛋、猪肉、鸡肉、食品、饲料等业务。 另据每日经济新闻报道，侯孝海本人对此仅表示"谢谢，感谢关注"，而未进一步透露相关细节。 智通财经注意到，在去年11月的上海进博会期间，侯孝海曾以正大集团中国区资深专家顾问身份出席。而在12月中旬正大集团中国区的一场分享活动上，侯 孝海也有出席，并发表演讲。 这一变动距离侯孝海卸任华润啤酒核心职务已过去半年多。 2025年6月，华润啤酒发布公告称，侯孝海因有意投入更多时间于个人安排而决定辞任执行董事及董事会主席，且不再担任董事会辖下财务委员会主席、执 行委员会以及购股权总务委员会各自之成员，自6月27日召开之董事会会议结束时起生效。 华润啤酒强调，侯孝海已确认其与董事会之间并无意见分歧。公司董事会及其成员衷心感谢侯孝海于任内对集团的付出和卓越贡献。 公开资料显示，1968年出生的侯孝海毕业于中国人民大学统计学院，早年任职首钢、盖洛普咨询及四川百事可乐，2001年底加入华润啤酒后，从销售 ...

2025年12月，大连产权交易所的一则挂牌公告，再次将华润啤酒的"隐痛"摆上了台面。 雪花啤酒齐齐哈尔富区工厂的土地使用权及房屋建筑物，正在进行第三次转让。价格从9月的635万元一路下调至508万元，降幅超过120万元，却依然无人 问津。这并非个案，就在同一个月，已停产长达六年的华润雪花长春工厂终于完成了注销，而在此之前，其资产经历了四次挂牌、降价40%仍流拍的尴尬 局面。 败走"龙兴之地"：一场持续八年的资产清算 对于华润啤酒而言，东北不仅是市场，更是"龙兴之地"。但如今，这里成了急需甩掉的沉重包袱。 大连产权交易所的挂牌信息，揭开了华润啤酒在东北资产处置困境的冰山一角。截至2025年末，华润啤酒在东北挂牌转让的工厂多达8家，涵盖黑龙江依 兰、齐齐哈尔，辽宁铁岭、葫芦岛及吉林长春等地。这些工厂的命运无非就是关停、闲置、挂牌、流拍、降价、再流拍。 以齐齐哈尔富区工厂为例，几百万的转让价对于一家上市公司而言九牛一毛，但迟迟无法成交的背后，是这些资产尴尬的现实处境：地处三四线城市或县 城，地理位置偏僻，本地工业需求萎缩，且啤酒生产设备专用性强，改造难度极大。 令人唏嘘的是长春工厂。这家成立于2001年的工厂，前身 ...

Group 1 - The core theme of the conference is the intersection of AI technology and instant retail, which is reshaping the supply chain and driving a paradigm shift in the business world [2] - The conference, hosted by New潮传媒, focuses on the survival and growth of brands in the era of AI and instant retail, featuring prominent speakers from various industries [2][3] - The instant retail market in China has reached a scale of over 1 trillion, with the potential to account for 20-25% of the retail market by 2025 [8][10] Group 2 - The consumer goods industry in China is undergoing significant changes driven by environmental iterations, technological innovations, and demographic shifts, leading to increased market uncertainty and strategic decision-making challenges [3][4] - Companies face three core challenges: increased market uncertainty due to economic cycles, widening growth gaps among enterprises, and intensified competition due to product homogeneity [3][4] Group 3 - Digital transformation is identified as a key engine for growth, with a focus on health-oriented and personalized product innovations, as well as the acceleration of instant retail [4] - The "three precision" strategy—streamlining organizations, optimizing investments, and refining business operations—is crucial for achieving high-quality growth [4] Group 4 - AI is viewed as a revolutionary force in productivity, comparable to the steam engine and electricity, with significant implications for social and economic structures [5] - The competition for AI talent in Silicon Valley is intense, with top salaries surpassing those of NBA stars, indicating the high stakes of the AI revolution [5] Group 5 - The "thought → organization → product" transformation method proposed by industry leaders emphasizes the need for companies to embrace AI tools and restructure management processes [7] - Companies like 猎豹移动 have successfully integrated AI into their operations, enhancing organizational efficiency and business growth [7] Group 6 - The rise of AI-driven e-commerce is transforming traditional customer acquisition strategies, shifting from human decision-making to AI-driven decisions [10] - The concept of "30-minute fulfillment" is reshaping consumer habits and driving sustained double-digit growth in the market [11][13] Group 7 - The conference highlighted the importance of centralized media in establishing consensus for brand marketing, with New潮传媒 leading in community media with 700,000 elevator screens across 200 cities [10] - The integration of digital and automated advertising systems is proving effective in increasing market share for community elevator media [10] Group 8 - The marketing strategies discussed at the conference emphasize the need for brands to adapt to the new landscape created by AI and instant retail, focusing on scenario-based consumption and digital distribution [13][14] - The collaboration between brands and media companies is essential for maximizing marketing effectiveness and achieving sustainable growth [39][41]

Core Insights - The fifth China New Wave Brand Conference, hosted by Chengdu New Wave Media Group, focuses on "AI and the Survival and Growth of Brands in the Instant Retail Era" [1] Group 1: Industry Trends - The consumer goods industry is experiencing innovation driven by digital transformation, new demographics, and new scenarios, leading to the rise of health-oriented and personalized products [1] - Instant retail in China has reached a scale of over 1 trillion, with the potential to capture 20%-25% of the retail market in the future [2] - The shift from "human decision-making" to "AI agent decision-making" is transforming customer acquisition strategies, with blockchain technology reducing traffic costs to nearly zero [2] Group 2: Company Developments - New Wave Media's founder, Zhang Jixue, highlighted the ongoing merger discussions with Focus Media, emphasizing the need for regulatory approval and the company's commitment to independent operations until the merger is finalized [2] - New Wave Media has established a community media network with 700,000 smart elevator screens across over 200 cities, positioning itself as a leader in community media [2] - The company has launched digital product upgrades, focusing on community marketing strategies and a comprehensive digital advertising system that includes user insights, strategy optimization, and performance attribution [3]

Core Viewpoint - The article discusses the impact of price wars in the food delivery industry on beer distributors and manufacturers, highlighting a recent decision by China Resources Beer to stop supplying certain products to various online platforms to maintain market value and brand competitiveness [4][6]. Group 1: Market Dynamics - The price war in the food delivery sector has led to significant disruptions, with some beer products being sold below cost, affecting the overall market pricing structure [6][7]. - China Resources Beer announced a complete halt on the sale of its "Yuan Chuang" and "Pure Draft" series on platforms like Meituan and Ele.me, aiming to stabilize prices and protect brand integrity [6][9]. - A beer distributor noted that prices on delivery platforms sometimes fall below the wholesale price, creating unsustainable conditions for smaller distributors [7][8]. Group 2: Distributor Challenges - The profit margins for beer distributors have decreased, with some reporting margins dropping below the typical 20% due to aggressive pricing strategies by larger manufacturers and platforms [7]. - Smaller distributors face challenges as they cannot compete with the heavily subsidized prices offered by major platforms, leading to a potential exit from the market [8][9]. - The article mentions that the traditional pricing rules in the beer market are being disrupted, with platforms having significant pricing power due to their large purchase volumes [7][8]. Group 3: Industry Response - The decision by China Resources Beer to withdraw from certain platforms has received support from distributors, who believe it could lead to a healthier market environment [9]. - Other brands, like "Wei Jia Liang Pi," have also opted to limit their presence on delivery platforms due to high commission rates, indicating a broader trend among food and beverage companies to reassess their sales strategies [8][9]. - The article suggests that while the current situation poses risks to distributors and suppliers, it may also lead to the development of new sales channels and strategies in the long run [9].

Core Viewpoint - China Resources Beer is successfully implementing its high-end strategy, which is driving an increase in ton price and gross margin [1] Group 1: High-End Strategy and Market Position - The company is firmly executing its "battle for high-end" strategy, establishing a matrix of "Chinese brands + international brands" to solidify its leading market position [1] - The use of popular brands like "Yong Chuang Tian Ya" and "Snow Beer" helps to enhance market share, while premium brands like Heineken and Red Horse elevate product positioning, driving ton price and profit margin increases [1] - The company is actively developing new products to meet consumer demands for personalization and differentiation [1] Group 2: Capacity Optimization - The company is proactively shutting down excess capacity, reducing the number of factories from 98 in 2017 to 60 by 2025, while maintaining a production capacity of 19.2 million kiloliters [1] - Factories are widely distributed across 25 provinces and municipalities in China, covering most regions of the country [1] Group 3: Operational Efficiency and Profitability - The implementation of the "Three Precision Management" strategy (streamlining organization, lean cost, and refined business) has led to significant improvements in operational efficiency [1] - In the first half of 2025, the company's gross margin increased to 48.9%, and net profit margin rose to 24.0% [1] Group 4: Management Transition and Market Confidence - The company has experienced a smooth management transition, actively communicating with investors and emphasizing that core strategies remain unchanged [1] - The new management team has extensive frontline experience in the beer business and has successfully led recent channel and marketing innovations, helping to stabilize market confidence and eliminate uncertainties [1] Group 5: Financial Projections - Revenue projections for 2025-2027 are estimated at 38.87 billion, 40.65 billion, and 42.20 billion yuan, with year-on-year growth of +0.6%, +4.6%, and +3.8% respectively [2] - Net profit attributable to shareholders is projected to be 5.89 billion, 6.29 billion, and 6.79 billion yuan for the same period, with year-on-year growth of +24.3%, +6.8%, and +7.8% respectively [2] - Earnings per share (EPS) are expected to be 1.82 yuan, 1.94 yuan, and 2.09 yuan for 2025-2027 [2]

Investment Rating - The report gives a "Buy" rating for China Resources Beer [5][12] Core Views - China Resources Beer is executing its high-end strategy effectively, driving up tonnage price and gross margin. The company has established a matrix of "Chinese brands + international brands" to solidify its market position and enhance product pricing [1][12] - The company is optimizing its production capacity by shutting down excess facilities, reducing the number of factories from 98 in 2017 to 60 by 2025, while maintaining a capacity of 19.2 million kiloliters [1][12] - The implementation of "Three Precision Management" has improved operational efficiency, with gross margin rising to 48.9% and net profit margin to 24.0% in the first half of 2025 [1][12] Summary by Sections Company Overview - China Resources Beer is a leading player in the Chinese beer industry, focusing solely on beer after divesting non-beer businesses in 2015. The company has a significant market presence with a strong brand portfolio [17][19] Industry Analysis - The Chinese beer market is experiencing stagnation in sales volume, with a projected CAGR of -0.4% from 2010 to 2025. However, the retail price of beer is expected to continue rising, indicating potential for price increases [36][38][43] - The market is concentrated, with the top three players (China Resources, Tsingtao, and Budweiser) accounting for 60.1% of the market share as of 2023, suggesting limited room for further consolidation [45][47] Investment Logic - The long-term strategy focuses on high-end product development, leveraging both domestic and international brands to enhance product pricing and market share. The company aims to continue optimizing its product structure to drive tonnage price and profit margin improvements [63][68] - The forecast for revenue from 2025 to 2027 is projected at 38.87 billion, 40.65 billion, and 42.20 billion yuan, with net profit expected to reach 5.89 billion, 6.29 billion, and 6.79 billion yuan respectively [12][3]

Core Viewpoint - The recent price war among instant retail platforms has led to a significant disruption in the beer market, prompting companies like China Resources Beer to halt sales of certain products in specific regions to stabilize pricing and protect their business model [2][3][4] Industry Overview - The instant retail market in China reached a scale of 650 billion yuan in 2023, with a year-on-year growth of 28.89%, significantly outpacing traditional online retail growth [7] - By 2030, the overall market size of instant retail is expected to exceed 2 trillion yuan, indicating a vast potential for growth and a new competitive landscape for beverage companies [7] Company Actions - China Resources Beer confirmed the suspension of sales for its "Yong Chuang Tian Ya" and "Pure Life" series on instant retail platforms due to price disruptions caused by aggressive competition [2][3] - The company is actively communicating with instant retail platforms to resolve the issues and has resumed sales of certain products, suggesting initial success in negotiations [2] Market Dynamics - The price war has led to a situation where the consumer price for certain products has dropped below acceptable thresholds, causing concerns about market stability and the potential for profit erosion among manufacturers [3][4] - Industry experts highlight that the chaotic competition in instant retail could lead to a decline in product quality and service standards, as companies are forced to absorb high subsidy costs [4][5] Strategic Partnerships - China Resources Beer has established strategic partnerships with major platforms like Alibaba, Meituan, and JD.com, which have become crucial for its online sales, with projections indicating that online business could account for a significant portion of total sales in the near future [6][7] - The collaboration with Meituan's "Yima Songjiu" has been particularly fruitful, with sales on this platform expected to grow significantly in the coming years [6] Future Outlook - Experts suggest that the industry must innovate and adapt to the evolving landscape of instant retail, focusing on product differentiation and enhanced service delivery to meet the demands of younger consumers [7][8] - The need for a balanced approach to pricing and quality control is emphasized, as companies navigate the challenges posed by aggressive competition and strive to build a sustainable market ecosystem [8]

Core Viewpoint - China Resources Beer is undergoing significant asset disposals, including the transfer of several brewery facilities, which raises concerns about its dual business model of beer and liquor facing challenges in the current market environment [2][4][12]. Group 1: Asset Disposals - China Resources Beer is planning to transfer assets from its Snow Beer factories located in Zhumadian, Shantou, and Dazhou, as part of a broader strategy to optimize its production capacity [4]. - The company has reduced its number of factories from 98 in 2016 to 62 by the end of 2024, indicating a net closure of 36 factories over eight years [2][4]. - The decision to dispose of these factories is attributed to their smaller production capacities and outdated equipment, as the company aims to eliminate inefficient production and adjust its capacity layout [4][11]. Group 2: Financial Performance - In 2024, China Resources Beer experienced a rare decline in both revenue and net profit, with total revenue of 38.635 billion yuan, down 0.76% year-on-year, and net profit of 4.739 billion yuan, down 8.03% [15][16]. - The beer sales volume was approximately 10.8774 million kiloliters, reflecting a year-on-year decrease of about 2.5%, while the liquor business generated revenue of 2.149 billion yuan, growing only 4% [15][16]. Group 3: Leadership and Strategic Challenges - The leadership of Hou Xiaohai, who has been pivotal in the company's growth and strategic direction, will transition as he steps down as chairman in June 2025 [2][16]. - The dual business model of "beer + liquor" initiated by Hou has not yielded significant results in the liquor segment, with the liquor business facing challenges in achieving growth targets [12][14][16]. - The liquor segment's performance has been disappointing, with significant revenue declines in subsidiaries like Jinzhongzi and Jingzhi, raising questions about the sustainability of the dual business strategy [14][15][16].