Summary of Key Points from the Beer Industry Expert Call Industry Overview - **Industry**: Beer Industry in China - **Expert**: A beer distributor based in Hubei Province with 16 years of experience, focusing on brands like CR Beer (Snow and Heineken), Tsingtao, and Budweiser Core Insights 1. **Catering Recovery Trends**: - Post-Golden Week, on-premise beer consumption has declined due to reduced traffic and lower promotions, particularly for Heineken since October 15th - Strong consumption and beer mix upgrades were noted during the Golden Week, driven by tourist inflow, especially for Heineken and Snow Draft [1][1][1] 2. **Brewers' Growth Targets**: - CR Beer aims for flat sales volume in 2026 compared to 2025, with a 20% growth target for Heineken - Snow Draft has no specific growth targets due to minimal channel investment [1][1][1] 3. **Channel Dynamics**: - Catering remains the largest channel for the expert's company, while insta-shopping accounts for approximately 5-10% of total channel mix, potentially reaching 30% in non-peak seasons - On-trade beer consumption has significantly decreased post-June 2025 due to food delivery services impacting dine-in activities [1][1][1] 4. **Competition Analysis**: - Global Trekker from CR Beer holds a 40-50% market share in the Rmb6-8 pricing range, primarily in higher-tier areas - Local brands like Jinlongquan are disrupting penetration into lower-tier cities with competitive pricing [1][1][1] 5. **Pricing Strategies**: - Bud Draft is positioned at Rmb10 in catering channels to compete with Heineken, while Bud Classic is priced above Rmb12 - The expert is negotiating for increased channel investment from Budweiser to support aggressive growth targets for 2026 [1][1][1] 6. **Emerging Channels**: - Meituan's Waima platform has the highest pricing level among new channels, with a significant share of premium products - The expert noted that Waima has rapidly developed since entering the Hubei market in October 2024, with over 270 SKUs and around 25-30% private-label products [1][1][1] 7. **Profitability Insights**: - Beer brands typically invest 30-40% in channel promotions on Waima, which leads to rapid volume growth - Distributors shipping to Waima can achieve gross profit margins of over 20% with self-owned logistics [1][1][1] Additional Important Points - **Market Dynamics**: The expert highlighted the impact of anti-graft policies on on-trade consumption and the competitive landscape in Hubei - **Brand Performance**: Tsingtao is recovering in canned beer segments, while Yanjing U8 has seen healthy sell-through in county-level markets due to effective local distributor collaborations [1][1][1] This summary encapsulates the key insights and dynamics within the beer industry as discussed during the expert call, providing a comprehensive overview of current trends, challenges, and opportunities.