Core Viewpoint - The Chinese liquor industry, particularly the baijiu sector, is facing significant growth challenges, prompting major players to explore the high-end craft beer market as a potential new growth avenue [1][5]. Group 1: Industry Challenges - Baijiu companies are experiencing declining sales and increasing inventory pressures, with a reported 1.8% decrease in national baijiu production in 2024 [1][4]. - The core consumer demographic for baijiu is becoming more conservative, with younger consumers showing a preference for beer and low-alcohol beverages [1][5]. - For example, the sales volume of the core product of Zhenjiu has been consistently declining from 14,761 tons in 2021 to 12,284 tons in 2024 [3]. Group 2: Shift to Craft Beer - Major baijiu brands, including Zhenjiu, Moutai, and Luzhou Laojiao, are entering the craft beer market, targeting the mid-to-high-end segment [2][5]. - Zhenjiu's new craft beer, "Niu Shi," is priced at 88 yuan per 375ml bottle, reflecting a strategy to leverage brand premium and distribution advantages [2][5]. - The shift to craft beer is seen as a way to attract younger consumers and diversify revenue streams amid declining baijiu sales [5][14]. Group 3: Operational Differences - The operational models for baijiu and beer are fundamentally different, with beer relying on high volume and rapid turnover, while baijiu focuses on high margins and inventory management [6][9]. - The distribution channels for baijiu are established on high-profit margins, whereas beer distribution is competitive and requires extensive market penetration [9][12]. - Zhenjiu's craft beer is produced through a contract manufacturing arrangement, raising concerns about quality control and brand integrity [10]. Group 4: Strategic Implications - The introduction of craft beer may serve more as a strategic tool for Zhenjiu to manage inventory and stabilize prices rather than a genuine attempt to compete in the beer market [11][14]. - The pricing strategy for "Niu Shi" aligns with traditional baijiu sales tactics, suggesting that the craft beer may function as a "social currency" to facilitate baijiu sales [13][14].

Investment Rating - The report maintains a "Buy" rating for China Resources Beer (291.HK) with a target price of HKD 34.3, indicating a potential upside of 21.3% from the current price of HKD 28.3 [1][3]. Core Insights - China Resources Beer reported a 23% year-on-year increase in net profit attributable to shareholders for 1H25, reaching RMB 5.79 billion. The core operating profit, adjusted for one-time items, grew by 11.3% to RMB 7.1 billion, surpassing market expectations due to a significant reduction in unit costs and improved gross margins [1][5]. - The company is one of the few in the beer industry that achieved positive growth in average selling prices during a weak consumption environment, with a 0.4% increase in 1H25 [1][5]. - The new management's clear business development plans and positive outlook are expected to enhance market confidence in the company's future performance, potentially leading to better stock performance compared to peers [1][5]. Financial Performance Summary - **Sales Volume and Pricing**: In 1H25, beer sales volume increased by 2.2%, outperforming major competitors like Budweiser APAC, which saw an 8.2% decline. The average selling price rose by 0.4% due to a shift towards higher-end products, with premium and above products seeing over 10% growth [5][10]. - **Cost Management**: The unit cost decreased by 4.1% year-on-year, contributing to a 2.5 percentage point expansion in gross margin. The company's "Three Precision" strategy led to an 11% reduction in overall sales expenses [5][10]. - **White Spirit Business**: Despite a 34% drop in revenue from the white spirit segment due to regulatory challenges, the impact on overall performance is limited as this segment contributes a small portion to total revenue [5][10]. Financial Projections - **Revenue and Profit Forecasts**: The projected revenue for 2025 is RMB 39.13 billion, with a year-on-year growth of 1.3%. The net profit attributable to shareholders is expected to reach RMB 6.09 billion, reflecting a 28.5% increase [7][10]. - **Valuation Metrics**: The report provides a price-to-earnings (P/E) ratio forecast of 14.0 for 2025, with a return on equity (ROE) projected at 19.1% [7][10]. Market Positioning - The company is positioned to capture market share from competitors in the high-end segment, with significant growth opportunities in regions where its premium products are currently underrepresented [5][10].

Investment Rating - The investment rating for China Resources Beer is "Buy" with a 12-month price target of HK$33.50, representing an upside of 34.0% from the current price of HK$25.00 [9]. Core Insights - China Resources Beer (CRB) has shown continued solid performance in May, driven primarily by Heineken, which sustained over 20% year-on-year volume growth [6][7]. - The overall operating run-rate for CRB's beer volume growth in May was above the volume growth of SD% in 1Q25, with a mild increase in blended average selling price (ASP) and positive margin profiles [6][10]. - Management noted a healthy channel inventory maintained at largely one month of sales, with positive volume growth across mass-market to premium segments [6][10]. Summary by Sections Volume Growth and Performance - CRB's beer volume growth in May trended similarly to April, exceeding the volume growth of SD% in 1Q25 [6]. - Heineken remains the key volume driver, achieving over 20% year-on-year growth in May [7]. - Pure Draft experienced a narrower volume decline year-on-year in May compared to April and 1Q25, while SuperX maintained high single-digit to double-digit growth [7]. Channel and Regional Insights - Management observed a mild recovery in catering channels, particularly in hot pot, BBQ, and trendy restaurants, while nightlife channels remained muted [6][10]. - Performance in East and South China was noted as on track, with slightly better on-trade volume growth in these regions [10]. Instant Delivery and Online Channels - CRB is experiencing strong growth in instant delivery platforms, with growth rates ranging from double-digit to triple-digit percentages from a small base [10]. - Online channels, including instant delivery, currently account for low single-digit to mid-single-digit percentages of total volume, with management indicating that operating profit margins for these businesses are not significantly lower than traditional channels [10].