China Food

The market is not “drunk”, and craft beer retreats



“ 
there are too many people standing on the 1% single wooden bridge, which bends the bridge.
 ”
“There are too many craft beer brands that have withdrawn from the market in recent years.”
Since their establishment in 2015, Yang Xiuzhe and Wang Shuai, the founders of Fengkuang craft beer, have witnessed the birth of more than 100 competitive products every year and the departure of a large number of peers.
In 2016, only three related enterprises cancelled the cancellation, but in 2021, the number increased to 323.
“I would advise those who want to be wineries or craft breweries to enter carefully.” Yang Xiuzhe opposes taking the market scale of European and American craft beer as a reference. In his opinion, although the overseas craft beer market share can reach more than 20% of the liquor market, it is based on the income structure and cognitive level.
In the domestic market with almost no craft culture, it will be difficult to reach the market share of European and American countries in the future. According to his observation, most of the craft beer brands leaving the market have been established for less than 5 years. “There are too many people standing on the 1% single wooden bridge, which bends the bridge. Many people who enter or will enter the market should view the industry rationally.”
At present, the market space of craft beer is not large
In Yang Xiuzhe’s view, the development of craft beer is not as expected. There are both reasons for the cold environment of the consumer industry and the problems of the craft beer industry itself.
In China, the market space of craft beer is not large. In the beer market, there are international brands such as Budweiser and Jasper, and low-cost brands such as Wusu and Jack panda, which have been killed in the middle of the way. They have taken away the third and fourth tier markets, and have made the living space of ordinary craft brands more narrow.
In particular, the head beer brand exerts severe pressure on small traditional breweries around the country, so small breweries around the country, under the banner of craft beer, hang sheep’s head to sell dog meat, and fight a price war. As a result, many consumers try to spend cheaply, and these consumers drink the first “fake craft beer” in their lives.
In addition, under the trend of craft beer, a large number of new breweries have emerged. The excess capacity and low sales volume have brought great market pressure to craft beer brands.
Craft beer brand faces user’s mind
Consumption scenario and other obstacles
Craft Beer looks bright, but in essence, it is a bitter, tired and traditional retail business. Brand, channel, logistics and capital are linked, huge and trivial, and need to be simmered. Without years of deep cultivation and accumulation, it is impossible to stand firm.
For this reason, craft beer has been developed in China for many years, and it is difficult to say which craft beer brand has really established its foothold.
“Everyone is a very small fish, swimming in their own small ponds.” According to Liu Yulong, the founder of blue village brewery, most craft beer brands are limited in size, and they have not even reached the level of mutual competition.
For these “small fish”, there are many obstacles in front of them if they want to really stand on the ground.
Therefore, the construction of offline sales channels has become the key to the success or failure of craft beer brands. This is a very traditional way of playing, which requires rich retail experience, and there is no shortcut.
Seeing all kinds of disadvantages of traditional channels, bee crazy craft chose a channel strategy of to B – to settle in the restaurant in the form of draft beer. In order to facilitate customers’ choice, the general restaurant will reserve 50-200 kinds of bottled beer. In contrast, draft beer has little choice. The brand only needs to supply continuously to ensure sales.
Accordingly, the retail proportion of bee mad craft beer is even less than 10%.
In Yang Xiuzhe’s view, with the development of the craft brewing market, the demands on the brand are getting higher and higher. It is not only necessary to establish the confidence of agents through various brand activities, but also to adapt to the consumption demand of multiple scenarios with multi SKU strategies. “For brands, if there are several hundred thousand in 2015, they can play this game on the table. Now, 20 million may not be able to play.”
Another common method is to hold the products and channels in hand.
In fact, as early as 2016, Liu Yulong and his partners jointly established yunpai craft beer, focusing on the production and brewing of craft beer.
Although the products are well prepared, they have paid a lot of tuition fees at the channel level. After a period of exploration, Liu Yulong found that the traditional offline beer distribution channels are actually controlled by big brands, and the storage and logistics services provided by many dealers are very expensive; While e-commerce channels are facing high traffic and conversion costs.
So he led the establishment of blue village brewery in 2020.
“In the hands of channel operators, there is no difference between beer brands. Even craft beer is difficult to compete with industrial beer in terms of turnover and profit. At this stage, only consumers can appreciate the value of craft beer, because consumers can taste the difference at a bite, but the channels are not interested in it. It seems that there are many channels in the market, but when you really go through it, you will find that the channels have It’s full. “
At the initial stage of the industry development, the craft beer brand, as a fast-moving consumer product, must take the retail road again.
Liu Yulong believes that an important issue for FMCG to realize re purchase is the channel density. At present, it is difficult for craft beer to achieve convenience. No matter from the perspective of price, positioning and consumer education, it is the only way to build channels. At present, the blue village brewery is building its own channel for the catering and night snack scene.
Source of cover picture: collection of good things in life author: Xie Xuan; Source: chuangyebang (ID: ichuangyebang), reprinted with authorization. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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The market is not “drunk”, and craft beer retreats
也正是因此,线下销售渠道的建设,就成为精酿啤酒品牌的成败关键。铺门店、进餐厅、磕代理商,这是一套非常传统的玩法,需要丰富的零售经验,没有什么捷径可走。
正是看到了传统渠道的种种弊端,蜂狂精酿选择了一条To B的渠道策略——以扎啤的形式入驻餐厅。为了方便顾客选择,一般餐厅会储备50-200个品类的瓶装啤酒,相比之下,扎啤则没有什么选择空间,品牌只需持续供货,就可以保证销量。
相应的,蜂狂精酿啤酒的零售比例甚至不足10%。
在杨修哲看来,精酿市场发展到如今,对品牌的要求越来越高了,不仅要通过多种多样的品牌活动建立代理商信心,还要用多SKU策略适应多场景的消费需求,“对于厂牌来讲,2015年如果有个几十万,是可以上桌玩这个游戏的,现在2000万也不一定能玩得下去。”
另一种较为常见的打法,则是把产品和渠道都握在手里。
其实,早在2016年,刘宇龙就与合伙人共同成立了云湃精酿,专注于精酿啤酒的生产酿制。
虽然产品做好了,却在渠道层面,交了不少的学费。经过一段时间的探索,刘宇龙发现传统线下啤酒分销渠道其实是被大品牌所掌控的,很多经销商提供的仓储、物流服务,成本非常高;而电商渠道则面临着高昂的流量和转化成本。
于是他又在2020年牵头成立了蓝村啤酒厂。
“在渠道商的手中,啤酒品牌之间是没有差异的,甚至精酿啤酒无论从周转率还是利润上,都难以跟工业啤酒相抗衡。现阶段,只有消费者才能体会到精酿啤酒的价值,因为消费者一口就能尝到差异化,但渠道对此却是无感的。看上去,市场中有很多种渠道,但当你真正走过一遍后,会发现,渠道已经被占满了。
身处行业发展的初期阶段,精酿啤酒品牌作为一个快消产品,必须把零售这条路重新走一遍。
刘宇龙认为,快消品想要实现复购,一个重要的问题就是渠道密度,而目前,精酿啤酒是很难做到便利性的,无论是从售价、定位、教育消费者各个角度来衡量,自建渠道都是必经之路。目前蓝村啤酒厂正在餐饮夜宵场景自建渠道。
封面图来源:生活好事集
作者:谢璇;来源:创业邦(ID:ichuangyebang),转载已获得授权。
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