Not even beer freedom?
Recently, Tsingtao Brewery Company Limited(600600) and Budweiser beer have released high-end new products, with the price exceeding the guidance price of Feitian Maotai.
is a bottle of beer more expensive than Feitian Maotai?
On January 9, Tsingtao Brewery Company Limited(600600) released the super high-end new product “I legend”. The reporter inquired on the e-commerce platform that the current price of the wine is 2698 yuan / 1.5L * 2 bottles. The platform data shows that the monthly sales volume of the beer is 8. A Tsingtao Brewery Company Limited(600600) insider told the media that the dynamic sales of “Legend I” on the internal platform was good, but he did not disclose the specific sales situation of the product. He only said that there was a certain demand for high-end products in the current market, so the company launched this product.
In addition to Tsingtao Brewery Company Limited(600600) , Budweiser beer has also joined the competition of 1000 yuan beer. Recently, Budweiser launched a 798ml limited edition beer called Budweiser “master legend” on the e-commerce platform, with a price of 1588 yuan / bottle, even exceeding the price of Feitian Maotai.
Earlier, in the first half of 2021, China Resources Snow Beer launched its ultra-high-end new product “Li”, priced at 999 yuan / box (2 bottles).
It is reported that beer products priced at 100 yuan or 1000 yuan are not uncommon abroad. But in China, beer has always been a relatively cheap mass consumer goods. Although beer has begun to upgrade to high-end, the emergence of products with a price of more than 1000 yuan has broken through the ceiling of the industry and refreshed consumers’ understanding.
The emergence of thousand yuan beer also aroused the discussion of netizens. Some netizens said, “beer Mao” is just, not the most expensive, only more expensive. Some netizens say it’s just an IQ tax. Won\’t someone really buy it? Some netizens believe that this is just a choice for high-end customers. If you don\’t have money to drink cheap ones, you can choose expensive ones if you have money.
the high-end road of beer
In 2021, Budweiser took the first shot at raising the price of beer.
In May 2021, Yang Ke, CEO of Budweiser Asia Pacific, confirmed that the prices of Budweiser and other brands have increased. According to Yang Ke, price increase brands include Budweiser and core and affordable brands nationwide. The company has raised prices in response to local inflation since April, and the specific increases of different brands are different.
At that time, many investment banks believed that Budweiser’s move might trigger a price rise in the beer industry. After that, China Resources beer launched the new packaging of venture Tianya in September 2021, gradually promoting the price increase in various regions by about 10%. Chongqing Brewery Co.Ltd(600132) the price has increased by about 10% since September. And Tsingtao Brewery Company Limited(600600) and Carlos Heineken followed the pace of price increase.
The rise in raw material prices or beer prices is one reason. Since May 2021, the price of beer raw materials has risen sharply, resulting in an obvious increase in beer cost. For example, the raw materials barley and packaging materials (glass / corrugated paper / aluminum alloy) required for beer production increased by 12-41% at the end of 2021 compared with the beginning of 2020. Enterprises’ raising product prices is also a passive choice to deal with the increase of costs.
The price rise of beer has promoted the high-end layout of beer. According to the data of research institutions, Budweiser Asia Pacific high-end product matrix (more than 10 yuan) accounts for 38% of its product structure; Chongqing Brewery Co.Ltd(600132) (more than 10 yuan) accounts for 27%; China Resources beer (more than 8 yuan) accounts for 17%; Tsingtao Brewery Company Limited(600600) (more than 10 yuan) accounts for 15%. He Yong, Secretary General of China Wine Association and chairman of beer branch, believes that “2021 is the first year of high-end beer industry, a landmark year to get out of the bottom, a real return to the era of value and a rise in both quantity and price.” It is estimated that the beer sales revenue will reach 155 billion yuan in 2021, with a year-on-year increase of 7.8%, and the total profit will reach 17.5 billion yuan, with a year-on-year increase of 30%.
According to Euromonitor data, from 2015 to 2020, the proportion of China’s high-end beer consumption increased from 7.1% in 2015 to 11% in 2020, but it is still far lower than 42.1% of the overseas mature market, the United States; The proportion of high-end beer market increased from 24.6% in 2015 to 35% in 2020. Regardless of the impact of the epidemic in 2020, the sales volume of high-end beer will achieve CAGR of about 10% and the market scale will achieve CAGR of about 13.5% in 2015-2019.
What does the organization think?
On January 14, Tsingtao Brewery Company Limited(600600) released the performance forecast. The company expects the net profit attributable to the shareholders of the listed company to be 3.15 billion from January to December 2021, with a year-on-year change of 43.00%.
It is mentioned in the performance forecast that the company has actively explored the domestic and foreign markets, accelerated the upgrading of product structure, actively increased revenue and expenditure, reduced cost and increased efficiency, and realized the continuous growth of operating profit. In addition, the impact of non operating profits and losses. In 2021, the government collected and stored the company’s land in yangjiaqun plot. After confirming the income, the land expropriation compensation is expected to increase the company’s net profit attributable to the shareholders of the listed company by about RMB 436 million.
Previously, China International Capital Corporation Limited(601995) released a research report, saying that considering the recovery trend of the company’s sales performance, it raised the sales revenue of 2021 and 2022 by 2.3% / 2.3%, and maintained the profit forecast for 21 and 22 years.
Huachuang Securities said that the high-end beer has entered the second stage. In the past three years, the process of high-end beer is in the first stage of high-end products from scratch. Sharp high-end products are the winning factor. At present, the high-end brand matrix of various wine enterprises has been supplemented to a similar level.
Citic Securities Company Limited(600030) said that looking forward to the future of Budweiser Asia Pacific, ① China is still experiencing sporadic epidemic, and the company will handle it carefully and quickly to promote high-end products; ② South Korea hopes to gradually liberalize the epidemic prevention and control restrictions from November, which will help to restore sales such as catering channels; ③ The importance of India is gradually increasing, and the company will do a good job in high-end and market share.
2698 yuan two bottles! Beer manufacturers have taken the high-end route, and netizens questioned whether it is IQ tax
