Summary of Conference Call Records Industry Overview - The high-end beer industry in China is experiencing significant challenges, with overall beer sales declining approximately 10% in May 2025 compared to April 2025, indicating a worsening trend in the market [2][3] - The super high-end price segment (products priced above 12 RMB) saw a decline of 5.3% in May 2025, with specific brands like Blue Girl and Corona also facing declines of 5.5% and 12% respectively [2][4] Company Performance - Budweiser's high-end products experienced a 6.7% decline in sales in May 2025, primarily due to weak performance in Guangdong, where sales dropped nearly 25% [1][3][6] - Core price products saw a significant drop of nearly 18% in May 2025, with brands like Harbin Ice Pure and Snow Beer also reporting declines of 6.1% and over 15% respectively [1][2] - The overall sales decline in the Guangdong region is attributed to increased competition and promotional activities from local brands like Zhujiang Beer, which has rapidly replaced Harbin's market share [12][15] Regional Insights - Guangdong and Northeast regions are identified as the main areas of sales decline, each accounting for approximately 40% of the total sales drop [1][2] - The sales decline in Guangdong began in Q2 2024, exacerbated by promotional activities from Zhujiang Beer and differences in distribution models [12][13] Distributor Challenges - Distributors are facing significant challenges due to a sharp decline in market demand, leading to difficulties in meeting inventory targets [9][10] - The low-profit margins on products sold in small stores are causing distributors to prefer higher-margin products, further impacting Budweiser's market share [14] Strategic Responses - Carlsberg is implementing strategies to manage inventory and optimize its distribution network, including reducing the number of distributors and enhancing brand visibility [10][19] - Budweiser is adjusting its distributor structure by incorporating small distributors as primary distributors to improve profit margins and market coverage [18] Future Outlook - Budweiser is expected to enter a low base growth phase by Q3 or Q4 2025, with potential improvements in sales performance anticipated [6][19] - The company is focusing on increasing market share and brand visibility, particularly in core channels and through innovative regional partnerships, which have shown promising results in areas like Hubei and Anhui [19][21] Key Metrics - In the first five months of 2025, sales in innovative regions increased by 11.5%, with specific growth in core products and value segments [19][21] - The overall beer sales in China from May to December 2024 showed a decline of 3.1%, with Budweiser's sales down by 3.9% during the same period [11]