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What brand of Chinese craft will be playing in the bud?

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With the improvement of living standards of the domestic people, the beer industry began to change when traditional low-quality beer could not meet the needs of some consumers. This change mainly includes two aspects: 1. The popularization of imported beer; 2. The rise of domestic craft.

Since 2010, the number of domestic beer imports has increased by seven to eight times. In the first six months of 2014, imported beer doubled over the same period. In 2015, Chinese imported beer amounted to us $575 million, accounting for 1% of the domestic beer market.

Since 2010, domestic local craft also got rapid development, mainly bottled nanjing high master beer company from the first bottle baby fat offline, to now, annual sales of 1000 tons of bottled beer, predominantly stores management Beijing great leap of beer, in 2010 the first hutong to three stores and now sell our craft 400 tons, and to draft beer for channel sales in chengdu harvest craft breweries also capacity to turn over 100 times in five years, annual sales 200 tons of barrels of draft beer.

In addition, there are also "jinga", "sailing", "boxing cat", "beer hall", "laibao" and other craft beer bars and the company"s production and sales are rising year by year. Although imported beer has occupied 1% of the market, local craft has blossomed all over the country, creating a great deal of iron powder, but for large breweries, these are negligible data.

Until recently, a big event had made all the big breweries nervous. That was "a 5% drop in Chinese beer sales in 2015". Is bluff decline, while is explosive growth, under the contrast, each big breweries are beginning to arbitrary think, craft is the biggest market of the future, must be involved in craft industry, so have the brand!

While Qingdao"s sales of low-end products have declined, the high-end products of Qingdao, such as augusto, pure life and small bottles, have been promoted. In 2015, Qingdao launched "whole grain white beer", a typical German style of wheat beer with a taste similar to that of imported beer "aidingo", "priest". Although the quality of the beer is about the same as imported beer, Qingdao still relies on the inherent marketing channel to sell, and does not squeeze into the "craft" channel. From the culture, Qingdao also does not have the "fine wine" independence, pluralism, rebellion and so on, so, most of the beer halls in the country can"t find this kind of beer.

Snowflake the largest beer brand in the world. Snow seems to craft is not cold, only launch a high-end product called "facebook", the facebook"s quality and price difference is very big, people usually have beer hobbies will not to choose the two goods products.

"Launch" yanjing protoplasmic white yanjing beer, and style of Qingdao, do product, improve channel products deconstruction, develop electric business model, though the media to blow out of the "white bei era", but there was no use.

Wine at home, so some size can"t compare with the group company"s breweries, some lower quality beer production, the main two lines and the rural market, a few years ago by extrusion, the group corporation live alive, now the word "craft" in China, the brewery managed to seize the straws, change the label, write the "craft", iron in its form, make a lot of jokes.

Anheuser-busch inbev

Protagonist finally debut, anheuser-busch inbev as the world"s biggest beer company would have dealt with "craft" in, first to buy established producers in Europe, now in the United States has acquired several famous "craft brewers", but 20 years as a craft in the history of the United States and all kinds of legal restrictions and regulation of the American association of brewing division in the domestic, anheuser-busch inbev in the United States did not get anything good fruit to eat.

But with the war, "craft" anheuser-busch inbev knows the power of culture, has been a missed opportunity, in the United States but around the world, has just begun, "craft" to the global market layout, anheuser-busch inbev released a called "DGO" rebels, counterparts. DGO (subversive growth organization) is an organization independent of the main body, distributed in Brazil, Mexico, China, South Korea, the United States, Britain and several other countries.

The main work of DGO can be seen from their names, to make the craft of craft beer to grow in disruptive markets. Method is different with domestic companies (DGO does not focus on product promotion, channel occupation, but the "mix" into the craft of grass-roots team, with local association, education market, the introduction of international brew masters, do the craft technology education, even with the role of a rebel against big breweries, in order to realize the craft beer market. Due to the relative independence of DGO, as well as bottom-up prick silk counter attack mode, in the country will not necessarily be disgusted and resistance, if there is a mass base, DGO to achieve his disruptive growth, is likely to achieve.

The impact of DGO on future beer patterns

If DGO achieve the growth of craft market, so, first of all, the hapless is large domestic breweries, they had just put the white make beer DGO can all ab inbev"s mature quality products into China, consumer education, from the bottom as abruptly to drink beer industrial transformation, with the consumer demand, budweiser channels to expand from old-fashioned enclosure, store, etc. It feels like the big breweries in China have just pulled out a spade 3, and the budweiser is out of the king, and then it"s the same. You can"t even get a card.

For domestic local craft beer, DGO has emerged as the identity of the joint, craft market expanding, short-term sure everyone has a long-term, will certainly produce new competition, but this is the market rule. Most importantly, as long as domestic domestic craft can withstand the cultural output of hollywood-style, local craft will have a bright future. For consumers, there are more good beers, cheaper good beers and better days.

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