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36氪精选:啤酒泡沫消散:产量连跌、场景萎缩,涨价也难救啤酒巨头
日经中文网· 2025-06-27 06:25
Core Viewpoint - The beer industry in China is experiencing a decline, with production and consumption trends indicating a challenging market environment. The industry's growth strategies, such as premiumization, are no longer sufficient to drive revenue increases as consumer preferences shift away from beer [5][11][18]. Industry Trends - Beer production among major domestic breweries decreased by 4.9% year-on-year in the first two months of 2025 [6]. - The decline in beer production has been ongoing since 2013, despite revenue growth due to premiumization and price increases by major players [7][8]. - Major breweries have adopted high-end pricing strategies, with products priced above 10 yuan, contributing to revenue growth in previous years [9][10]. Consumer Behavior - The consumption of beer is divided into two categories: off-premise (purchased for home consumption) and on-premise (consumed immediately at venues) [12]. - Approximately 60% of beer consumption in China occurs in on-premise settings, which have been negatively impacted by the closure of many KTVs and bars [13]. - Changing consumer preferences indicate a shift away from beer, with many opting for lower consumption levels and alternative beverages like milk tea [14]. Strategic Responses - In response to declining domestic sales, breweries are exploring globalization, with beer exports increasing by nearly 50% since 2019, reaching 62.1 million liters in 2023 [16]. - Companies are diversifying their product lines, with some breweries venturing into other beverage categories, such as soft drinks and liquor [17].
啤酒泡沫消散:产量连跌、场景萎缩,涨价也难救啤酒巨头
36氪· 2025-06-20 15:08
Core Viewpoint - The beer industry is experiencing a decline, with a significant drop in production and changing consumer preferences leading to challenges for major companies [2][3][14]. Production Trends - In the first two months of 2025, the production of large-scale domestic beer enterprises decreased by 4.9% year-on-year [3]. - The downward trend in beer production has been ongoing since 2013, despite revenue growth during that period due to premiumization and price increases by major companies [4][7]. Market Dynamics - Major beer companies have adopted a strategy of high-end product offerings, with many launching beers priced above 10 yuan [9]. - Examples include Chongqing Beer and Carlsberg's restructuring to focus on mid-to-high-end products, and premium offerings from companies like China Resources and Budweiser [10][11]. Consumer Behavior - The decline in beer consumption is attributed to fewer drinking occasions and changing preferences, with many consumers opting for lower alcohol consumption [14][17]. - Data indicates that over half of consumers typically drink only 1-2 bottles at a time, reflecting a trend towards moderation [19]. Industry Response - Despite domestic sales declines, beer exports have increased, with a reported 50% growth since 2019, reaching 62.1 million liters in 2023 [21]. - Companies are diversifying their product lines, with examples including Qingdao Beer acquiring a yellow wine brand and other breweries venturing into soft drinks and liquor [22]. Conclusion - The beer industry is at a critical juncture, needing to identify new growth opportunities as the initial market excitement has waned [23].