China Food

In order to break the minority curse, refined beer began to “please” women

will the next “happy tea” be born in the newly started brewing beer industry in the future?

Text: Zhong Wei; Editor: Midnight   

Source: connect insight (ID: lxinsight)

The business of brewing beer is getting hotter and hotter.  
In Europe and America, the birthplace of fine brewed beer, after entering the 1970s, people are no longer satisfied with industrialized beer. The beer born under this production mode has fixed quality and taste.  
Some local small winery owners began brewing and selling handmade beer, called it “refined beer”, and carried out a series of refined beer campaigns.
Similar stories are being staged in China. In 2008, master Gao and Boxing cat were established in Nanjing. After 2014, fine brewing beer brands such as niubitang, panda fine brewing and taste room have sprung up in Beijing, Shanghai and Hangzhou. They are all looking for the future of China’s fine brewing beer and trying to become the people who change the industry.  
From the development experience of taste room, it can be seen that the development of China’s refined beer is difficult, and it is not easy for the brand to enter the mainstream vision.  
Pan Guanming, its founder, mentioned that when they first made refined beer, there were only two people in the whole team. At that time, they repeated the brewing process in a small batch in a factory in Hangzhou. A product called “Gui” made them bother to improve the formula more than a dozen times. At that time, most of the products were drunk by themselves or for friends.
pan Guanming is making wine, tuyuan taste room  
Later, they were invited to art exhibitions, life fairs and other activities. At that time, fine brewed beer was closely connected with the trend culture, belonging to a very small consumption, lacking mainstream sales channels, Limited sales growth rate and limited production capacity. Until 2018, taste room had its own factory and began to enter mainstream sales channels such as tmall flagship store, “Gui” And other explosive products, driving sales to maintain steady growth.  
Pan Guanming said, “we are one of the best growing companies in that generation of refined beer brands.” an unexpected result is that under the background that the vast majority of consumers in the domestic refined beer market are men, the female consumers of taste room can account for 50%.  
Taste room did not deliberately attract female users, but finally developed. Nowadays, more and more refined beer brands begin to manufacture products specifically for female consumers.  
They attract female consumers by adding fruit elements with higher female acceptance and adopting colorful design for appearance, so as to promote sales.
When the domestic refined beer business gradually attracts the attention of all parties and the competition is becoming increasingly fierce, can female consumers become the key to breaking the situation?
Who’s drinking brewed beer?  
Beer bottles with bright packaging design have various English logos on them. Consumers can often see them on supermarket shelves and call them refined beer – a beer category different from traditional industrial beer. Most people have the first impression of bitter and strong taste.  
The intersection of Zhangfan and fine brewed beer began with the bottle of “white bear” on the supermarket shelf. At first, he didn’t feel good to drink until he began to try more styles of fine brewed beer, and then slowly tasted its unique flavor.  
The wall of Zhang Fan’s home is full of wine bottles, most of which are fine brewed beer. Starting from the bottle of “white bear”, he tastes fine brewed beer alone at home and constantly tries new tastes, which has become a pleasure for him after work.  
“To like brewed beer, you need to be enlightened and introduced.” Zhang Fan mentioned that if a person tries a certain product and finds it bad to drink, it may be difficult for him to buy any brewed beer again next time. For example, IPA beer with high concentration and high bitterness has stopped many entrants.  
Since its birth, fine brewed beer has been a small beer category. This should start from the brewing process of beer. Beer is divided into upper fermentation and lower fermentation. The latter is suitable for large-scale industrial production and can produce beer with fresh export taste, but can only ensure fewer types and similar taste. While fine brewed beer often adopts upper fermentation process, which has rich aroma and taste It is more mellow, has more changes in taste, and needs small-scale production.  
If industrial beer represents fixed and single, so that people can’t make a difference, then refined beer means a taste that can be freely chosen.  
Pan Guanming also mentioned, “in the beer world, if there is only the original flavor, it is very terrible.”  
Nowadays, refined beer is still a consumption field dominated by men. According to the Research Report of industrial securities, the main population of refined beer consumption in China is gradually transitioning to the post-90s and post-00s, with an obvious trend of youth. In addition, according to tmall’s data, the proportion of male and female consumers who buy Refined beer online is 4:1, but the growth rate of female consumption is very considerable, increasing year by year.  
Corresponding to the rejuvenation of the population, the vigorous development of refined beer. China is a large beer consumer, but the negative growth of beer production has lasted for many years, but the production of refined beer has been rising against the trend, and even considered by some people in the industry as the future of beer.  
According to the report “refined beer will cross the Great Wall”, refined beer maintains a compound growth rate of 40% per year as a whole, and the market prospect is huge. In addition, according to tmall new life research institute, the new wine represented by refined brewing has become a new consumer market of tmall after new tea and coffee.  
More and more women join in the consumption of refined beer, which is also the key to the continuous growth and change of the industry.  
In 2016, taste room was established. As a fine brewing beer brand starting from Hangzhou, pan Guanming, the founder, integrated Hangzhou flower osmanthus into fine brewing and brewed “Gui”.
source: taste room  
With high-quality taste, aesthetic packaging and appropriate price, “Gui” continued to sell well for several years, and expanded the team with only two people when it was founded to more than 50 people today.  
According to the background data of taste room, it is not only male consumers but also a large number of women who love drinking that make it occupy a place in the domestic brewing market, with each accounting for half of the sales.  
Pan Guanming’s understanding of this phenomenon is that in the scene of men drinking with women, women were considered not to like drinking, but now it has been proved that more and more female consumers are choosing their favorite wine.  
Pan Guanming said, “when you pick up our product, you will find that it is not flattering women, but a product that men and women will not feel against when they pick it up.”   
In the past, women who mainly faced men’s refined beer brands and wanted to break the circle and become popular. They drank less but paid attention to quality life, which is undoubtedly a market worthy of reclamation.
How to catch female consumers?
Brands have thought a lot about how to make women fall in love with refined beer.  
Although the female beer market is rising, this group of consumers have a low tolerance for the bitterness of hops. High concentration and high bitterness categories such as IPA are not the hobby of most women.  
They are more willing to accept light beer, but this does not mean that women’s needs are simpler. In contrast, they need brands to provide a variety of tastes and innovative tastes, especially for refined beer with fruit flavor.  
Online and offline, Linderman fruit flavored refined beer and other foreign products are popular, and various fruit wines such as lemon, strawberry and peach are available. Xiao Er Cong, who has long paid attention to tmall’s refined beer category in the beer industry, mentioned that many refined beer brands and single products on tmall this year are closely related to wheat and fruit flavor.  
The brand actively launched fruit flavored refined beer, which has become an industry trend in recent years.  
The baby fat IPA launched by master Gao in 2013 added the sweet smell of citrus. Later, he launched a variety of fruit flavor fine brewed beer, such as bird guide new China IPA, yingshuidijiang, etc. In addition, tatse room, Goose Island and panda essence have also launched fruit flavor products.  
high master bird guide new China IPA, tuyuan high master tmall flagship store  
In addition to emerging refined beer brands, domestic first-line industrial beer brands such as Qingdao, snowflake and Yanjing have also begun to enter the market. In the past year, a new fruit beer launched by Yanjing was exclusively listed on tmall, and Budweiser also launched two fruit beer focusing on female consumers in 618.  
At the same time, out of the pursuit of personalized expression, women also care about the “beauty” and connotation of a fine brewed beer, which is often reflected in the background story of a product, the packaging of corresponding themes, colorful design, etc.  
However, it can not be ignored that most emerging refined beer brands have a small volume. They are still on the road of continuous expansion, putting more funds into the expansion of factories and teams, and have not yet reached the stage of money throwing marketing.  
This leads to the limited contact window with female consumers of emerging refined beer brands. Therefore, expanding channels has become the focus of brand development. The fine brewed beer once only seen in bars and restaurants has now appeared in more shopping channels such as e-commerce and supermarkets.  
In particular, the online e-commerce channel dominated by female users has helped the refined beer brand break through the regional limitations.  
By observing women’s consumption habits, we can see that their drinking scenes can be family gatherings or daily activities with friends and partners. Many people like to drink behind closed doors as a private enjoyment. Therefore, they are keen to buy Refined beer through online channels.  
Brands have complex considerations about online channels. For example, in the past two years, the online tmall flagship store of refined beer brand master Gao has experienced the process of opening and closing, closing and opening.  
In the early days, master Gao opened a tmall flagship store. Eventually, the operation was poor and continued to lose money. He decided to close the store. After that, master Gao opened another exclusive store, which is one level lower than the flagship store. At this time, master Gao still doesn’t pay much attention to the operation of the store.  
Transformation from 2021, the search popularity of tmall brewed beer continued to rise, driving the growth of the brand. Recently, master Gao’s store has been upgraded to a flagship store.
This also comes from the fact that e-commerce platforms begin to pay attention to the potential of refined beer category. In July 2021, tmall launched the super category day and began to improve and accurately brew beer search pages to give consumers a better experience. In 618 and the upcoming double 11, tmall began to set aside a floor for the refined beer merchants in the activity page, which had never been before.  
refined wine party held by tmall  
At the same time, tmall cooperated with domestic brewing beer brands to promote the content. Congxiao mentioned that a highly influential promotion increased the sales of master Gao’s tmall flagship store by 4 or 5 times, and sold for a month in two or three days. Under various factors, half of the domestic refined beer brands have opened flagship stores in tmall.  
It can be felt that the brand is sparing no effort to expand the female consumer market. From product development to channel expansion, it pays more and more attention to the preferences of female consumers, which also means that women will occupy a more and more important position in the consumption of refined beer in the future.  
Can the craft beer industry produce the next “happy tea”?  
With a popular product “out of the circle”, and then occupy the minds of consumers through product matrix, channel expansion and social media marketing, so as to realize billions or even billions of revenue, which is common in the new consumption fields concerned by young consumers, such as new tea drinks, trendy games, beauty makeup, etc.  
Brewed beer is expected to become the next new consumption outlet, even comparable to new tea and coffee.  
According to the data of third-party research institutions such as AI media consulting, in terms of market scale, the new tea will reach 83.1 billion yuan in 2020, the coffee market will exceed 300 billion yuan, and the refined beer is expected to reach about 87.5 billion yuan by 2025.  
In terms of gross profit margin, refined beer is no worse. The retail channel has basically reached the gross profit margin level of 60-70%, which is a good business with rich profits.  
However, although the prospect of refined beer is good, it is still in its infancy.  
Around 2012, refined beer had a “ripple” in China, and the founders of most brands are still on the way to refined brewing. It was not until the past five years that there was an upsurge of entrepreneurship in the field of refined beer and gained more capital attention.  
According to the data of the national industrial and commercial registration department, there were more than 2000 fine brewing beer companies in China in 2018, but by the first half of 2020, there were nearly 5000 fine brewing beer companies in China, which doubled in two years.
In 2015 and 2017, master Gao obtained Angel round and a round of financing from Hongtai fund; In 2017, zebra brewing obtained Angel round financing; Panda fine wine is one of the brands with the most financing times. The earliest financing was pre-A in 2016, and the latest was pre-B in May 2019, with a total of 5 financing times.  
From the perspective of industry development and financing, there is no head enterprise in the field of refined beer, leaving players more room to explore.  
According to CICC research, Cr4 (the top four market share in the industry) in the refined beer market is about 47%, of which Budweiser and Carlsberg occupy the highest share with some mature refined single products (such as Budweiser fujiabai and Carlsberg 1664). The annual sales volume of some emerging brands is less than 50000 tons.
brewery, source: taste room  
A dilemma of Xinxing fine brewed beer is that the production capacity is small, resulting in high costs and high prices. At the same time, fewer consumers buy, which leads to the inability to expand the production capacity and continue the negative cycle. If you choose OEM, it will have an impact on product innovation and iteration. This is also the reason why major brands accelerate “breaking the circle” and aim at female consumers.  
From the development trend of new consumer brands in recent years, women are the mainstream of consumption, such as happy tea in the new tea drinking track, the perfect diary of beauty brand, the trend toy brand bubble mart, etc.  
At the same time, most of the brands in the retail field have turned their attention to the online. Bubble Mart used to take the offline as the main revenue channel, such as today’s cat and other e-commerce channels account for a large proportion.  
For refined beer brands, the power of e-commerce channels is also the key to “breaking the circle”.  
It can not be ignored that the prices of many offline stores of refined beer often deter consumers. The brand power online can also attract more consumers who pursue cost performance.  
Online expansion can not only attract more female users, but also break regional restrictions, make efforts to sink the market and seize the market in a low-cost way.  
At present, emerging players are also establishing a product matrix to expand their product lines such as fruit beer and non-alcoholic drinks on the basis of refined beer, so as to seize a broader beer market.  
Pan Guanming mentioned, “among the emerging brands in the refined beer industry, the one that may eventually come out must be a wine company that can represent the consumption trend of Chinese young people. Its products are not only refined beer, but also pre mixed wine, wine and whisky, providing a complete set of lifestyle for a class of people.”  
In the recent five years of rapid development of emerging fine brewing brands, beer giants at home and abroad have obviously begun to seize the market.  
In 2017, Budweiser’s subsidiaries successively acquired Shanghai refined beer bar, Shanghai refined beer bar and Boxing cat. In 2018, it set up an advanced fine brewing brewery in Wuhan; In February 2020, a project with an annual output of 100000 tons of Aishi fine brewed beer was started in Tengzhou, Shandong Province; Lehui international is committed to fine brewing and plans to invest in 3 subsidiaries.
From 2018 to 2020, Budweiser Asia Pacific, China Resources snowflake, Carlsberg, Tsingtao beer and other leaders began to invest heavily in the construction of fine brewing breweries and launch a series of products.  
When the refined beer gradually moves towards the process of “big fish eat small fish”, it will test the expansion and operation ability of emerging brands.  
As a new category and new consumption outlet, refined beer is still waiting to break out, and players also need to further expand to prove their appeal to consumers.
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