智通财经记者 | 武冰聪 智通财经编辑 | 任雪松 侯孝海勇闯天涯的第下一站选择了正大集团。 1月9日，有消息称华润啤酒前董事长侯孝海任职正大集团中国区COO，负责中国区日常经营管理工 作。 对此消息，侯孝海回复智通财经称，考虑到他自身未满退休年龄，且自身的经历、经验可能对企业有一 些帮助，于是考虑到正大去做一些工作。"正大在中国的发展涉及饲料、养殖、食品加工等各个领域， 都有很好的表现。"侯孝海说。 实际上，侯孝海与正大之间的合作早已展露出苗头。据正大集团旗下公众号"正大之窗"消息，2025年11 月10日第八届中国国际进口博览会期间，侯孝海作为正大集团中国区资深专家顾问参观正大展馆。 正大集团由泰籍华人谢易初于1921年在泰国创立，但这家公司早就在中国市场有很强的存在感。比如， 中国观众自1990年开始通过中央电视台观看的综艺节目《正大综艺》，就是由该集团冠名的。 公开资料显示，正大集团从种子业务起家，目前正大集团已成为横跨农牧食品、批发零售、电信电视、 金融、地产、制药、机械加工等10多个领域。正大集团是改革开放后第一家进入中国大陆的外资企业， 2024年其全球销售额达到1022亿美元。 据21世纪经济 ...

转自：成都日报锦观 冬日暖"糖" 幸福相约 成都各区（市）县"村糖会"甜蜜来袭 新津天府农博园长街宴。 岁末年初，成都多个区（市）县陆续推出"村糖会"促消费活动，融合本地特色美食、非遗体验、产业推介、年货展销等多元内容，为广大市民 游客呈现一系列富有乡土气息与节日氛围的冬日盛宴。 新都区： 尝清流板鸭吃新繁泡菜 "优品新都"2026年新都区迎新年"村糖会"将于12月31日在三河街道锦门景区开启，活动将设置五大主题区，向市民解锁全新新都体验。 在"烟火新都"政企宣传区将集结众多新都知名企业，直击新都食品产业硬核实力。在演绎互动沉浸式体验区，将有酷炫的电子狗舞狮玩转出圈 新民俗，熊猫人偶、机甲人全场巡游送试吃+集章。 村糖市集体验区当然是好吃嘴的天堂，40余家特色商户集结于此，香城记忆区的清流板鸭、新繁叶儿粑等传统美食飘香；新潮饮区的雪花啤 酒、微醺米酒解锁冬日暖意……还有棕编、蜀绣非遗技艺现场DIY、锦门非遗传承人产品首发亮相。 青白江区： 游城厢古城赏国际风情 新津区： 品黄辣丁吃长街宴 新津首届"村糖会"将于12月28日上午在有着"黄辣丁一条街"的花桥街道正式启动。现场100斤黄辣丁供市民游客免费吃。众多商 ...

"雪花"飘向深圳。 作者 | 李白玉 编辑 | 趣解商业·酒香频道 自完成"东北大撤退"后，中国最大啤酒巨头再次"南迁"。 日前，据媒体报道，华润啤酒全国总部已从北京正式迁入深圳宝安，高度超过180米的雪花总部大厦同步启用，公司官方网站地址也已完成相应变更。 图源：罐头图库 然而好景不长，2014年后，中国啤酒市场总量见顶，行业步入存量竞争阶段。 图源：微博截图 纵观华润啤酒近年动向，从东北收缩到总部南迁，从高端化探索到跨界破圈，一系列动作展现了一家啤酒巨头的发展变迁。然而，地理上的迁移易，战略 上的升级难；业务上的跨界易，实质上的突破难。 一路向"南"只是开始，真正的考验或许在于能否在向南之后，真正"向上"。 1993年，在时任华润创业总经理宁高宁的带领下，华润通过与沈阳啤酒厂合资成立了沈阳华润雪花啤酒有限公司，正式进入啤酒行业。彼时，手握雄厚资 本的华润在东北市场开启了快速扩张的"收购模式"；据统计，其初期在东北地区收购的啤酒厂就超过14家。 到2011年，华润雪花在辽宁的市场份额高达68%，在沈阳、大连等重点城市更超过70%，成为名副其实的"辽宁王"；同年，公司年销量突破1000万吨，成 为国内首家达成 ...

那么，华润究竟是如何深入我们的日常生活的呢？ 华润的强大，首先体现在其庞大的上市公司矩阵。你或许难以置信，它旗下拥有多达18家上市公司，A股、港股各占9席，横跨消费、健康、地产、能源、 科技等六大核心赛道，构建了一个多元化的商业帝国。2023年，华润在《财富》世界500强中位列第67位，实力可见一斑。仅2023年前三季度，其营收就高 达6514亿元，利润总额达到643亿元，增幅均超过央企平均水平，展现出强劲的盈利能力。 作为中国四大央企之一，华润集团的实力远超人们的传统印象。它不仅是"卖啤酒、开商场"的，更是一个渗透到我们生活方方面面的"隐形大佬"。你可能每 天都在和它旗下的品牌打交道：夏天撸串时畅饮的雪花啤酒，感冒时冲服的999感冒灵，周末在万象城享受的购物体验，家中烹饪使用的管道燃气，甚至长 辈们滋补身体的东阿阿胶——这些国民品牌，都与华润有着千丝万缕的联系。 在大健康板块，除了我们熟知的OTC药品，华润医药是医药分销行业的前三强，而华润医疗则运营着146家医疗机构，其中包括13家三甲医院，提供2.1万张 床位。华润医疗实现了从药材种植到终端医疗服务的全链条覆盖，构建了完善的医疗健康生态。 华润的多元化布 ...

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 ...

"这是我曾经工作的地方，如今都停工六年了。"在一则关于华润雪花长春工厂的短视频里，前工厂员工张朝忍不住感慨。 2019年，华润雪花长春工厂因华润啤酒整体产能优化按下暂停键，但因多起劳动纠纷，注销流程迟迟未能落地。2025年末，一纸华润雪花啤酒（长春）有 限公司的注销公告，为这家已停产六年的老啤酒厂画上了句号。 雪花长春工厂的兴衰，几乎浓缩了华润啤酒在东北的三十年。而今，这家从东北起家的啤酒巨头，正面临比开疆拓土时更复杂的挑战，员工安置、资产处 置、历史包袱消化，每一道题都不好解。 长春工厂的转身并非孤例。据时代财经获悉，截至目前，华润啤酒在东北仍有多家淘汰工厂面临资产处置困境。 华润啤酒的这场东北"大撤退"，就像沉入水底的硬币，涟漪至今未散。值得一提的是，12月12日，华润啤酒宣布将全国总部由北京搬入深圳，进一步将资 源重心向华南倾斜。 长春工厂六年拉锯 华润啤酒的东北扩张史，绕不开雪花长春工厂的身影。 工商信息显示，华润雪花啤酒（长春）有限公司成立于2001年10月，地处吉林省农安县。但在老员工记忆中，这家工厂的历史远早于2001年。 "大概1990年那会，每次路过啤酒厂都能闻到酒糟香，那会威士龙啤酒是真好 ...

2025年12月，大连产权交易所一则第三次挂牌公告显示，雪花啤酒齐齐哈尔富区工厂土地使用权及房屋建筑物转 让价已从9月的635万元降至508万元，降价超120万元仍无人问津。同一时期，已停产六年的华润雪花长春工厂虽 于2025年末完成注销，但此前四次挂牌转让，土地及房屋建筑物转让价较首次降价超40%，仍难寻接盘方。这两 处工厂的处置困境，正是华润啤酒在东北"大撤退"后资产处置难题的缩影——截至2024年，其在全国净关闭的36 家啤酒工厂中，大量位于东北的低效产能面临"降价也卖不掉"的尴尬，而伴随产能优化产生的数亿元员工安置费 用，更让这场战略收缩充满阵痛。 这场"大撤退"的代价远超预期。从2016年到2024年，华润啤酒内地工厂数量从98家减至62家，净关闭36家，其中 仅2017-2020年就关停29家，多数位于东北三四线城市及县城。员工安置成为首要难题：2017-2020年，华润累计 支付"员工补偿及安置费用"达18.23亿元，仅2019年就支出8.26亿元；2025年上半年，仍因产能优化产生固定资产 减值和一次性员工补偿2.41亿元。即便投入巨额费用，劳动纠纷仍接踵而至——仅雪花长春工厂，2019年解散 ...

Core Insights - The beer industry in China is undergoing significant changes, with multinational companies needing to adapt to a rapidly evolving market where traditional strategies are no longer effective [1][4][24] - Domestic brands are showing strong recovery, while international brands are experiencing mixed results, highlighting a shift in consumer preferences and market dynamics [3][10][17] Industry Overview - The Chinese beer market has entered a phase of stock competition, with overall production capacity at about 70% of its peak [3] - In October, the production of beer by large-scale enterprises in China saw a year-on-year decline of 1%, with cumulative production growth for the first ten months remaining at 0% [2] Brand Performance - Domestic brands like Tsingtao, Yanjing, and Zhujiang have reported growth in revenue, profit, and sales, while international brands like Budweiser and Carlsberg are facing challenges [3][10] - Budweiser's performance in China has been declining for three consecutive years, with double-digit decreases in revenue, profit, and sales in the first three quarters of 2023 [9][10] Market Dynamics - The high-end beer market, traditionally dominated by Budweiser and Heineken, is facing pressure as the on-premise consumption channels weaken and new product categories emerge [4][25] - Heineken has successfully leveraged its partnership with China Resources to expand its market presence, achieving significant sales growth in recent years [10][20] Consumer Preferences - Chinese consumers are increasingly open to new beer categories and flavors, with a notable rise in interest for innovative products like tea-infused beers [32] - The shift in consumer behavior has led to a greater focus on non-on-premise channels, with 60% of beer sales now coming from retail channels [29] Strategic Adjustments - Budweiser is adjusting its strategy by focusing on its Harbin brand to capture growth opportunities in the 8-10 yuan price range, reflecting a broader trend of price adjustments in the industry [26][25] - Both Budweiser and Heineken are recognizing the need to enhance their presence in non-on-premise channels and adapt to changing consumer preferences [28][29]

Core Insights - The traditional liquor market in China is facing significant challenges, with high-end liquor experiencing inventory issues and price discrepancies, while other categories like yellow wine and red wine are also struggling to sell [1][6] Group 1: Yellow Wine Market - "Yellow wine king" Guyue Longshan is collaborating with "beer king" China Resources Beer to develop a cross-border product combining yellow wine and beer, expected to launch within the year [2] - Guyue Longshan's performance has deteriorated, with a 48.17% year-on-year decline in net profit for 2024 and nearly a 5% drop in the first half of the year [4] - The company has failed to meet its sales and profit growth targets set for 2021, 2022, and 2023, indicating a struggle to maintain its market position [4][5] Group 2: Red Wine Market - The red wine market is also experiencing a downturn, with domestic leader Zhangyu A reporting a 3.4% decline in revenue and a 16.09% drop in net profit for the first half of 2025 [8] - Zhangyu A's wine sales fell by 10.28% year-on-year, while the company is diversifying into brandy, which has shown growth [8] - Imported wine volumes have decreased, with a 12.67% drop in imports during the first half of 2025 [8] Group 3: Changing Consumer Trends - The consumption landscape for alcoholic beverages in China is shifting from large banquets to smaller, lifestyle-oriented gatherings, with younger consumers redefining drinking occasions [9] - New consumption scenarios include casual settings like late-night snacks and camping, as well as intimate gatherings, posing a challenge for traditional liquor brands [9]

Core Insights - The article discusses the transformation of the Chinese beer market over the past 40 years, highlighting the shift from affordable local brands to the dominance of foreign brands like Budweiser, which has significantly altered consumer preferences and pricing dynamics [2][19]. Group 1: Budweiser's Entry and Strategy - Budweiser entered the Chinese market in 1995, investing $1.7 billion to establish a brewery and acquiring 80% of a local company for $50 million, marking the beginning of its expansion in China [4]. - The company adapted to local tastes by producing lighter beers with lower bitterness, using rice to replace some malt, which reduced costs and extended shelf life, allowing for widespread distribution [4][6]. - Budweiser's pricing strategy, starting at 1.5 yuan per bottle, enabled it to capture a significant share of the premium beer market in Wuhan and later across China [6]. Group 2: Market Dynamics and Competition - The Chinese beer market saw a wave of mergers and acquisitions, with major players like China Resources Snow Beer and Tsingtao Beer consolidating their positions, leading to a market dominated by five major brands by 2020, which held 92% market share [9][10]. - Despite the consolidation, the intense competition did not lead to profit growth, with even leading brands earning significantly less than their counterparts in the liquor industry [10]. Group 3: Shift to Premiumization - Starting in 2014, major beer companies collectively raised prices, recognizing the need to shift towards premium products, a strategy that benefited Budweiser, which had already established a strong presence in the high-end market [12]. - The gap in brand premiumization between domestic and foreign brands allowed Budweiser to capture high-end market opportunities while local brands struggled to reposition themselves [13]. Group 4: Emerging Trends and Future Opportunities - The craft beer segment is experiencing rapid growth, with projections indicating the market could exceed 100 billion yuan by 2025, driven by younger consumers and changing consumption patterns [15][17]. - There is potential for Chinese beer brands to expand into international markets, with examples of local craft beers entering regions like Africa, mirroring the consumption upgrade trends seen in China [17]. Group 5: Conclusion - The evolution of the beer industry in China reflects broader consumer trends, moving from cost-driven strategies to a focus on quality and brand differentiation, suggesting a sustainable path forward for the industry [19].