Beer sales have declined continuously, and brewed beer has become a big breaking point

Since 2017, sales of low end beer have continued to be depressed, high end beer and imported beer have gradually increased, and the upgrading of the beer industry is imminent. As a representative of high-end beer category, brewed beer is currently less than 0.1% of China's beer market share, but it is the key to the transformation of traditional beer giants in the market share of 80%.

Budweiser inbeb, the world's leading brewery, has achieved 922.78 thousand thousand liters of annual sales in the Asia Pacific region in 2016. For Budweiser, a bar with a daily output of about 500 litres seems to be insignificant. However, since the end of 2016, Budweiser inbebo has invested or bought 8 fine brewed beer bars in Shanghai.

"Fortune" commented that it was the strategic core of Budweiser inbege's preemption of China's emerging high-end beer consumption market.

The reason behind this is that the Chinese beer industry has come to the eve of change. Since July 2014, domestic beer production and sales have continued to decline for up to 25 months. Even the way the global beer giant stride forward singing militant songs into China Budweiser InBev, China market sales in 2016 the first negative growth, down 1.2%.

In 2016, the proportion of sales of beer industry dropped by 3.8%, and Budweiser InBev was lower than its counterparts, because it was the main market in the middle and high end brands. In fact, in the overall downturn in the environment, high and middle brands of beer and imported beer achieved a growth rate of 20% in 2016. China's beer consumption structure is accelerating to high-end brands.

Among them, the fine brewed beer, as the middle and high end beer category, has become the focus of the layout of the beer industry giant, including Budweiser inbebo. At the same time, since 2014, many new brewery brewers have been springing up in Shanghai and other places in Beijing.

At present, the total sales volume of brewed beer is less than 0.1% of the Chinese beer market, which is concentrated in the catering scene. In the United States, the brew beer brewed for over 20 years has become mass consumer goods, occupying about 21.9% of the beer sales in the US. This means that Chinese fine brewed beer is waiting for a market to break out.

Brew beer or the next outburst

The consumers of beer are mainly young and middle-aged. In the past generation, the young and middle-aged people kept the habit of drinking and eating while they consumed beer. They didn't appreciate beer taste, but they were sensitive to price. Therefore, the traditional industrial beer with the average price less than 8 yuan can occupy more than 80% of China's beer market with the characteristics of "single production process, single taste curing".

Such market conditions have been maintained until the emergence of a new generation of consumers. China's beer market oligopoly, snowflake, Budweiser, Qingdao, Yanjing, Carlsberg, these five large enterprises occupy 80% market share. Sales of low-end products from all brands fell from 85.24% in 2010 to 77.85% in 2015. The Chinese Wine Association points out that the lack of innovation is the biggest disadvantage of the mainstream beer enterprises. They have developed in accordance with the inertial thinking for many years: the market share of the market by price war and the homogenization of products are serious, and the experience of consumers is ignored.

When less price sensitive to the quality of a new generation of consumers seeking to appear, this batch of traditional industrial beer manufacturers supply to appear out of stock. Before most of the traditional beer manufacturers are the quantity and price, not from the variety and taste of force, and now the young consumers of beer taste, fresh and healthy degree have put forward new requirements, diversification and individuation of the beer category also has new requirements.

This is exactly the place where the Craft Beer is different from the Industry Beer.

American fine brewed beer has been developed for more than 20 years, and it can be used as a reference for the development of Chinese fine brewed beer. American brew brewers have grown from 537 in 1994 to 4269 in 2016. In 2015, the sales of fine brewed beer reached 22 billion 300 million US dollars, accounting for 21.1% of us beer sales. According to the data of the China International fine brew beer exhibition, the share of the fine brewed beer in the Chinese beer market was less than 0.1% until May 2017. This means there is still a lot of room to grow in China's fine brewed beer market.

According to the "Wall Street journal" survey, even in Budweiser, the mainstream brand in the United States, 21 to 27 years of age, 44% of the Americans have never tried Budweiser beer, and more and more young people's first beer starts from the essence. The next growth point of the traditional beer brand may come from the fine brewed beer.

The big turn is not easy, the new market, everyone is in the same line.

Making fine wine is a reaction to the demand of consumers. Diversified and personalized products and flexible sales model are the trend of the beer industry in the future.

Brewed beer is a kind of beer craft culture, emphasizing independence and respecting niche. Most beer flavor must be obtained from traditional or innovative raw materials and fermentation process.

For the traditional beer giants, the traditional brand image has been solidified as "the beer of the previous generation", and the brand of the new brewing beer is still a blank sheet.

In the brand influence, the traditional beer tycoon and the new brand are almost on the same running line.

First of all, for the core of the brand - product building capacity, the traditional beer brand with "channel" and "sales" as the core of the thinking is difficult to change.

For example, the traditional beer, the original wort concentration was 12 degrees P (12 degrees P represents per liter of wort containing 120 grams of sugar), but in recent years because of considering the sales channels, many domestic beer in order to save 50% of the cost of barley, the original wort concentration is reduced to 8 DEG P, the result is that the traditional the beer tastes become taste curing water beer".