Core Viewpoint - Despite weak current drinking channels and pressure on premiumization trends, Chongqing Beer sees growth opportunities in non-current drinking channels represented by instant retail and high-quality, cost-effective 1L craft beer products [1][10] Financial Performance - In the first half of 2025, the company's revenue slightly decreased by 0.24% to CNY 8.839 billion, while net profit attributable to shareholders fell by 4.03% to CNY 865 million [1][2] - Sales volume reached 1.8008 million kiloliters, an increase of 0.95% compared to the same period last year, outperforming the industry average which saw a 0.3% decline [1] Product Performance - Revenue from premium products priced at CNY 8 and above increased by 0.04% to CNY 5.265 billion, while mainstream products priced between CNY 4 and 8 saw a decrease of 0.92% to CNY 3.145 billion [5] - Revenue from economy products priced below CNY 4 rose by 5.39% to CNY 196 million [5] Regional Performance - Sales growth was observed across all regions, but increased investments led to revenue pressure in some areas, such as a slight decline of 1.47% in the southern region and 0.7% in the central region [5] Marketing and Branding Strategies - The management highlighted the launch of a new advertising campaign for Carlsberg, integrating it into dining scenarios, and promoting limited edition cans in conjunction with Liverpool's championship win [5] - The company is focusing on experiential marketing strategies, such as pairing specific beers with food, to strengthen its competitive edge [6] Non-Current Drinking Channel Growth - The management noted that while mainstream products in current drinking channels have declined, the canned product rate in non-current drinking channels has seen double-digit growth [6] - New product launches, including 1L canned craft beers, are aimed at meeting consumer demand for high-quality, cost-effective options [7][9] Instant Retail and New Channels - The company is actively engaging in instant retail and has established a dedicated unit to collaborate with various platforms to address pricing consistency and enhance product offerings [9] - The O2O business strategy focuses on improving visibility, store efficiency, and profitability, leveraging partnerships with platforms like Meituan [9][10]