Core Insights - Hema has successfully launched seasonal craft beers, including a new osmanthus-flavored fresh beer, which has gained popularity on social media platforms [1] - The craft beer sales at Hema have seen a year-on-year growth of 52% this year, indicating a strong market demand [1] - Hema's strategy of combining craft beer with seasonal fruits has attracted younger consumers, contributing to user growth [1][3] Company Strategy - Hema has introduced a series of Chinese-flavored craft beers since last year, including products like mung bean and lily-flavored fresh beer, which have generated excitement on social media [3] - The company has optimized its supply chain to reduce the prices of craft beers, making them more accessible to consumers [3] - Hema's product lineup includes seasonal limited flavors, entry-level products, and advanced IPA series, catering to diverse consumer preferences [3] Market Recognition - Hema ranked fifth in the "Beer and Pre-mixed Drinks" category in a recent brand preference survey by Yicai Magazine, being the only supermarket brand on the list [3] - The variety of self-operated craft beers offered by Hema meets the increasingly refined demands of consumers, contributing to its recognition in the market [3] Sales Performance - Hema's hazy IPA, priced at 19.9 yuan per liter, has seen a sales growth of over 200% year-on-year, making it the fastest-growing product in Hema's craft beer series [4] - The high repurchase rate of this product indicates a successful transition of consumers from entry-level to advanced craft beers [4] - Hema plans to introduce new craft beer products for the upcoming season, including a return of the popular candied hawthorn flavor and collaborations with domestic hop farms for new flavors [4]