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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.
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);
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