The semiannual reports of domestic beer companies have been released one after another. From a numerical point of view, the performance is not satisfactory. Looking at the domestic beer market, domestic breweries are now facing the dual pressure of escalation of consumer demand and collective beachheading of foreign beer brands. How to seek a greater market space in the current dangerous market environment is a top priority for domestic beer companies.

Domestic beer consumption showed a trend of individuality

The Beijing Commercial Daily reporter learned that the China Quality Association and User Committee organized and conducted the 2015 national consumer satisfaction survey for the beer industry. The survey selected a total of 16 major beer brands in the market and conducted visits to consumers in 29 cities across the country via telephone and internet.

The survey results showed that 35% of the respondents stated that they were not attracted to a particular brand when buying beer; 45% of the respondents thought that although there is a certain degree of brand selection, their loyalty is not high. "This is an important consideration for the selection of beer brands by this group of consumers.

It is worth mentioning that the young consumers' demands for personalization such as taste, aroma, aroma, and taste are even more obvious and even more critical. At the same time, consumers under the age of 30 are less likely to rely on brands. Among them, half of consumers under the age of 25 do not have a fixed brand preference at the time of purchase.

According to the annual monitoring and research results of the Excellent Customer Satisfaction Assessment Center, beer consumption is changing from an incremental phase to a quality enhancement phase, and differentiation, low-concentration, and high-quality beer have become consumption upgrades, and the major flashpoints of quality upgrade may be Draft beer and beer. "Drinking beer and listening to beer are the favorite of young consumers."

In this regard, the analysis of the industry, in the current domestic beer production turned negative growth, young consumers are more interested in personalized, high-end categories, and this group determines the direction of the future domestic beer market.

Wine enterprises need qualitative change to adapt to the market

Relevant data show that in 2014 China's beer production reached 49.218 million liters, a 2.8% decrease from the same period in 2013. In 2010-2013, domestic beer production maintained a steady growth, with a growth rate of 9.3% in 2011. However, while domestic beer production is declining, high-end and high-end beer products have shown rapid growth.

It is understood that with the continuous escalation of domestic consumers, beer companies have slammed into the past crazy, and began to aim at product upgrades. Domestic beer companies such as Qingdao Beer, Yanjing Beer, Snow Beer and Zhujiang Beer have all launched high-end product lines.

A senior beer practitioner stated that the profits of the beer industry are very thin. In the past few years, companies have adopted a paltry marketing strategy that ignores the individualization and differentiation of products. Its realization in the high end of the layout is exactly what the company is realizing is the consumer's demand for personalized products. From this point of view, domestic beer companies are still very wise.

However, a reporter from Beijing Daily News visited the supermarket and found that the products launched by domestic beer brands are similar in terms of packaging design. Apart from the obvious corporate name and LOGO, there are not many design elements that appeal to consumers.

Zhu Danpeng, a researcher at the China Food Business Research Institute, believes that in the past few years, domestic beer companies have only had concerns about expanding production scale and staking enclosures, and many companies have not fallen for the brand. All along, the cheap price is the brand image that domestic beer companies give to consumers. Therefore, domestic beer companies must enter the high-end beer market must play personality cards, in-depth understanding of consumer demand, from the taste, packaging, sales channels and other aspects of adjustment.

Foreign beer further overweights the domestic market

Compared to the frustration of domestic beer, imported beer has mushroomed into the domestic market in recent years. A relevant person in charge of a German beer agent stated that the original imported beer price was higher, and the zero price of imported beer is now not high, and even cheaper than many domestic wheat high-end beer, and therefore it has become more and more popular.

It is understood that China has surpassed the United States in 2010 to become the world's largest beer consumer market, but 70% of its high-end beer market share is occupied by well-known foreign brands such as Budweiser, Heineken, and Carlsberg. Domestic companies only account for the total market volume. Two percent.

Relevant data show that from 2011 to 2013, the amount of imported beer has soared from 50,000 kiloliters to more than 160,000 kiloliters.

In response, Zhu Danpeng said that the increasing demand of domestic consumers for personalized beer products and the profits of high-end beer are the reasons why foreign beer can grow in China.