China Food

Craft beer and its Chinese apprentices


“ 
Does
compete for the stock market or the incremental market?
 ”
What is the standard configuration in summer?
Different people may have different answers, but beer must have a place.
This summer, there was a “craft wind” in the beer circle. This category, which originated from the hobby of the minority in China, is gradually going out of the circle in recent years, moving from the minority to the public.
Compared with traditional industrial beer, the most attractive thing about craft beer is not only the purity of its raw materials and the uniqueness of its process, but also the rich and varied taste of different styles of craft beer. This uniqueness makes drinking interesting.
Therefore, in recent years, small pubs specializing in craft beer have opened in the streets and lanes of many cities. After work or on weekends, it has become a new choice for many young people to get together with friends in the pub near their home, roll some kebabs and drink a cup of fine wine.
The pursuit of consumers makes the craft brewing business very imaginative, and players from all walks of life are naturally unwilling to miss the opportunity to enter the game.
According to the enterprise survey data, from 2016 to 2021, the number of craft beer related enterprises registered each year maintained a steady upward trend. In 2021, more than 1300 related enterprises were newly registered, with a year-on-year increase of 25.5%. Up to now, nearly 1000 related enterprises have been newly registered in 2022, and more than 130 related enterprises have been cancelled and revoked.
Competition for incremental market
People are generally curious about the unknown.
In addition to the outward exploration of nature, human beings are constantly exploring themselves, such as taste buds.
The main reason why all kinds of delicious food can become the absolute overlord on the table all over the world is that different foods will bring absolute stimulation to people’s taste buds, and ultimately enable people to obtain rich and multiple taste experiences.
So is wine.
Take craft beer as an example. Hops and barley from different places will be fermented, stored and even transported through different processes, and will eventually show completely different styles of beer, such as the well-known IPA, Shitao and porter. Under these mainstream styles, craft beer can continue to be personalized and innovative according to the drinking preferences of different people.
On the contrary, although industrial beer is also called beer, in order to save time, save cost and expand production capacity, the label left to the public is only single taste, which is also called “water beer” by the industry. This type of beer has little room for innovation except for its name, brand and marketing methods.
However, in the past few decades in China, even though the taste of water beer is really poor, the price of water beer is beautiful. Therefore, in hot summer, “big green stick” is still the first choice for “tons” of friends.
The turning point occurred eight years ago.
According to the relevant data of the National Bureau of statistics, China’s beer production in 2013 was about
Subsequently, with the intervention of capital and the end of big players, craft beer gradually broke the circle from the small crowd to the public through diversified channels.
For example, as early as 2018, HEMA took the lead in launching its own brand craft beer business in the industry, and launched four different styles of table craft beer in the same year. One of them, “Indian light color El IPA” has now become the main product of HEMA’s own brand craft beer.
If it’s hot and you don’t want to go out, you can also choose to order a seasonal fruit flavor craft and special snacks on the HEMA app. In the past unimaginable instant retail, with its mature and developed system, it helped consumers realize the new scene and experience of taking out refined beer to home.
According to the data, the sales volume of HEMA craft has increased rapidly since its launch in 2018. This year, we rely on the online and offline integrated “HEMA Night Restaurant” to carry out scene sales. The overall sales in July was 1.5 times that of last year.
In addition to HEMA, Haidilao, a leading hotpot maker, has also launched its own brand of barley lager and wheat lager craft products. Consumers have a new choice in addition to soymilk and sour plum soup when eating in Haidilao. In addition, Haidilao also sells its own craft beer on the online mainstream e-commerce platform.
Tuyuan Haidilao tmall flagship store
The online comprehensive e-commerce, as well as fresh e-commerce such as meituan and dingdong, have not missed the tuyere of fine brewing. From import to domestic, from high-end to entry, we have basically established a complete product matrix.
At present, meituan Maicai has launched a custom-made “German style wheat white” and dingdong Maicai has launched a 24-hour “1972 farm” refined liquor. However, some consumers commented to the new retail business that there was “rice” in the ingredient list, which could not be regarded as a genuine craft.
Industry insiders pointed out that craft depends on raw materials and technology, while freshness mainly depends on live yeast. The national standard gb4927-2008 has a clear definition for fresh beer: “beer that does not undergo pasteurization or instantaneous high-temperature sterilization, and the finished product is allowed to contain a certain amount of live yeast and achieve a certain biological stability”.
Obviously, with the help of new consumer brands such as HEMA, craft beer, which used to be a niche category, is infiltrating from the niche to the public in terms of concept cognition and taste recognition.
False tuyere and true innovation
“Five years ago, it was actually a small tuyere for craft brewing, but it didn’t get up. Because at that time, a group of small players were making a sketch.” As a person in the industry, Hou Yizhao, deputy general manager of Lehui international, said that this year can be regarded as the “first year” of fine brewed fresh beer.
In fact, over the past five years, craft brewing has indeed changed from a small circle at the beginning of the industry to a new track with a higher growth rate.
According to the white paper on tmall beer trend released by tmall in June this year, craft beer with diversified flavor is increasingly favored by all kinds of people. In 2021, the year-on-year growth rate of craft beer is much higher than that of the whole beer market, including acid
“The demand for beer occurs in certain specific scenarios. There may be a point in everyone’s mind. This point may not be planned, but sometimes it may be a demand arising from a certain memory.” Luo Jiang, a liquor operation expert of HEMA commodity purchase and marketing center, said.
At present, the number of domestic craft brewers is still increasing.
When craft beer enters the era of competition in the stock market, what kind of enterprises are likely to win in the “narrow road encounter”?
As an investor, fan Huizhong believes that with the expansion of the market, consumers will have more and higher requirements for fine brewing in the future.
In this case, two types of enterprises have greater opportunities: one is the enterprise that can establish supply chain advantages and brand capabilities in first tier cities, and the other is the enterprise that has store operation capabilities and channel advantages and can provide consumers with scene experience.
Obviously, the pattern of the craft brewing market has not yet been determined, and the big play has just begun
Author: Tian Qiaoyun; Source: new retail business review (ID: xinlingshou1001), reprinted with authorization. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
food people are “watching”
Read the original text
Craft beer and its Chinese apprentices
业内人士指出,精酿取决于原料及工艺,鲜度则主要取决于活酵母。国标GB4927-2008对于鲜啤酒有着明确的定义:“不经巴氏杀菌或瞬时高温灭菌,成品中允许含有一定量活酵母菌,达到一定生物稳定性的啤酒”。
显然,在盒马等新消费品牌的助推下,精酿啤酒这个曾经的小众品类,无论是概念认知还是口感认同,正在从小众向大众渗透。
 伪风口和真创新 
“五年前其实是精酿的一个小风口,但是没有起来。因为那时是一批小玩家在做一个小品类。”作为业内人士,乐惠国际副总经理侯懿钊表示,今年才算得上是精酿鲜啤的“元年”。
事实上,经过这五年的时间,精酿确实已经从行业初起时的小圈子,转而成为增速更高的新赛道。
今年6月天猫发布的《天猫啤酒趋势白皮书》显示,风味多元的精酿啤酒越来越受各类人群的青睐。2021年,精酿啤酒同比增速远高于整个啤酒市场,其中酸啤增速为45%、果啤增速为35%、IPA增速为19%、世涛增速为14%。
赛道扩大的同时,竞争也更加激烈。尤其对于啤酒这种重资产投入的行业而言,上游的原料,中游的工艺以及下游的渠道,都成为一个新品牌能否存活的关键要素。
新零售商业评论摄
事实上,国内的传统啤酒大厂早就凭借强大的实力,通过投资并购一些独立品牌来卡位精酿市场。
2017 年,上海精酿啤酒品牌拳击猫被百威英博收购;2019 年,嘉士伯收购了北京精酿品牌京A的部分股权。
还有一些大厂选择自己建厂,比如华润啤酒在深圳成立了一个精酿啤酒厂;青岛啤酒也在金沙滩建了一个“精酿啤酒花园”。
大牌啤酒企业的加入以及资本市场的助推,倒逼新进入的品牌必须另辟蹊径获得市场和消费者的关注。
前不久,主打无醇概念的精酿新品牌“新零”获得了Pre-A轮的融资,距离其天使轮不到一年的时间。
“我平时酒精过敏,所以今年看到‘新零’无醇精酿时,觉得这个概念还蛮吸引我的。”江小姐向新零售商业评论表示,在聚会中喝点小酒其实是搞氛围的最佳道具。但以前因为酒精过敏,她通常只能用饮料或果汁代替。
在中国,酒精过敏的人群不在少数。无醇精酿的出现,或可激发出这群人对啤酒的需求。不过江小姐表示,目前市面上无醇精酿可供选择的品牌不太多,口感上也略有欠缺。
相比男性而言,女性对啤酒的要求具有“轻量化”特征。怎么理解这个轻量化呢,其实就是指口味要轻,饮用量较少,也就是当下所说的“微醺”概念。
基于此,针对女性用户开发出麦芽浓度和酒精度数较低的果味精酿也成为不少品牌创新的方向。
此外,还有品牌选择在营销上进行创新和跨界,比如“本来生活”就在销售一款梵波与敦煌联名的精酿啤酒。
“啤酒的需求是在某些特定场景发生的,在每个人心目中可能会有一个点,这个点不一定是计划之中的,有时候会是因为某个记忆而产生的需求。”盒马商品采销中心酒类运营专家罗江表示。
目前,国内精酿入场者仍在持续增加。
当精酿啤酒进入存量市场的竞争时代,什么样的企业才有可能在“狭路相逢”时胜出?
作为投资人,范惠众认为,随着市场的放大,消费者未来对精酿也会有更多更高的要求。
在此情形下,两类企业的机会更大:一类是能在一线城市建立起供应链优势及品牌能力的企业,另一类则是有门店运营能力及渠道优势,能给消费者提供场景体验的企业。
显然,精酿市场的格局尚未确定,大戏刚刚开始……
者:田巧云;来源:新零售商业评论(ID:xinlingshou1001),转载已获得授权。
转载授权及媒体商务合作:Amy(微信号:13701559246);
加入社群:Cherry(微信号:15262433826)。

相关阅读



食品人都“在看”

Similar Posts

Leave a Reply

Your email address will not be published.