白酒淡季卖爆，本地零售底层逻辑正在被重塑 作者：尚羊、金森 编辑：金森 这次美团闪购618，酒水、3C数码、家电等品类都在即时零售模式的"改造"下实现大幅增长，尤其是酒水品类，突破配送延迟、传统酒水渠道售价偏高的 劣势后，更是呈现爆发式增长。酒食酒市618大促首日，店铺卖了300多瓶五粮液，半个月内GMV同比翻了十倍。 这些数据的背后，是美团闪购以平台流量、广泛的配送网络等核心能力，推动线下商家从单一线下销售向线上线下融合的全域经营转变，从依赖经验的粗 放管理向数据驱动的精准决策转变，最终实现经营全链路的效率提升。 公开信息显示，今年618，近百万实体店在美团闪购上迎来超过1亿名顾客。美团闪购联合近百万家实体门店，为本地商品零售带来新增长空间。6月23 日，美团还宣布将全面拓展即时零售，推动零售新业态提质升级，包括闪购业务将继续拓展品类等。 当即时零售从新兴业态迈向主流模式，当本地零售的底层逻辑完全被重塑，线下商家们正在以美团闪购为代表的即时零售平台，找到确定性的增长路径。 "这半个月，我们GMV同比翻了十倍。"梅江川向《号外工作室》透露其品牌在美团闪购618中的战绩。 梅江川表示，白酒品类存在堆库存、压货的 ...

Core Insights - The Chinese beer industry faced a decline in production and revenue in 2024, with a production volume of 35.213 million kiloliters, down 0.6% year-on-year, and a revenue drop of 5.7%, making it the only negative growth category in the food and beverage sector [1][2]. Industry Dynamics - The market is experiencing significant reshuffling, with major beer companies under pressure while regional brands are rising. The competition is shifting towards high-end products, which are becoming crucial for companies' survival [2][3]. - In 2024, six major listed beer companies showed notable performance divergence, with leading companies generally declining while regional brands like Yanjing and Zhujiang are gaining ground [3][11]. Company Performance - Budweiser APAC reported a significant decline in 2024, with revenue of $6.246 billion (approximately 45.67 billion RMB), down 8.9%, and a net profit of $726 million (approximately 5.308 billion RMB), down 14.79%. Their sales volume in China dropped by 11.8%, and market share decreased by 1.49% [5][6]. - Other major companies like China Resources Beer, Qingdao Beer, and Chongqing Beer also faced revenue declines of 0.76%, 5.3%, and 1.15%, respectively, indicating a broader industry trend of negative growth [8][10]. - Yanjing Beer surpassed Chongqing Beer with a revenue of 14.667 billion RMB, while Zhujiang Beer saw a revenue increase of 6.56% and a net profit increase of 29.95%, highlighting the rise of regional brands [11][12]. High-End Market Competition - The high-end beer market is becoming increasingly competitive, with Budweiser APAC's market share in the high-end segment dropping from nearly 50% in 2015 to around 40% currently. Domestic brands are capitalizing on this trend, with China Resources Beer reporting a gross margin increase to 42.6% due to high-end product sales growth [14][16]. - Companies are focusing on the 8-10 RMB price range for high-end products, which has become a key battleground for market share. Budweiser APAC is shifting resources to this segment to adapt to current consumer trends [16][19]. Strategic Shifts - Beer companies are increasingly adopting personalized and refined operations to address the changing market dynamics. They are focusing on innovative marketing strategies and product offerings to capture diverse consumer needs [20][22]. - Companies like China Resources Beer and Qingdao Beer are enhancing their brand investments and exploring new consumption scenarios to drive growth, while Budweiser APAC is concentrating on its core brands to regain market share [24].