Approaching the Spring Festival of the year of the tiger, the competition for high-end beer industry has been upgraded and accelerated again, and the upward movement of price band has become the most obvious signal. Following the launch of high-end beer "Li" by China Resources beer last year, recently Tsingtao Brewery Company Limited(600600) and Budweiser beer also launched high-end beer with a price of 1000 yuan, which is comparable to Feitian Maotai.
With more high priced beer entering the market, does high price mean high-end? In the era of stock competition, how can the high-end beer enterprises be recognized by the market?
The price of is comparable to that of Maotai
Not the most expensive, only more expensive. In the first half of 2021, China Resources beer launched its ultra-high-end new product "Li", priced at 999 yuan / box (2 bottles). After "Li", Tsingtao Brewery Company Limited(600600) and Budweiser beer have launched high-end products one after another. Tsingtao Brewery Company Limited(600600) the price of the super high-end product of the "first legend" art collection is 1399 yuan / bottle (1.5 liters). Budweiser's "Budweiser master legend tiger year limited edition" also came into being before the Spring Festival, with a price of 1588 yuan / bottle (798 ml).
Hou Xiaohai, CEO of China Resources beer, once said that "Li" has no benchmarking products in the beer industry, but "Li" is not inconsistent with Maotai at the same table. It is reported that Huarun beer launched the opportunity to launch "Li", which originated in 2018. At that time, Song Shu Yu, director of the China Liquor Association, said that Baijiu China had many Chinese culture, but beer was very rare at the TOP5 meeting. With the fierce competition between Chinese and foreign brands, Chinese beer is bound to need to join some Chinese culture.
Inspired by this, Hou Xiaohai said that as a leading enterprise in the beer industry, China Resources Snow Beer has the responsibility and mission to carry forward China's beer culture and make a wine called "Li".
Tsingtao Brewery Company Limited(600600) "Legend I" has achieved the mellow taste once difficult to achieve in whole wheat brewing with the original wort concentration of up to 23.9p ° and the alcohol degree ≥ 10.5% vol, allowing consumers to enjoy the unique taste experience of beer. In addition, "Legend I" completely broke the limit of beer storage time. The three-year fresh taste appreciation period gave beer a new collection value and artistic charm.
The Budweiser master legend Tiger Limited Edition launched by Budweiser beer is very different from ordinary beer in raw materials, brewing technology and packaging design. It is reported that Budweiser master's legendary Tiger Limited Edition beer is made by adding rye and deeply baked chocolate malt, based on the traditional brewing of Bavarian monks and integrating modern brewing technology.
high end needs time to precipitate
China Resources, Tsingtao beer and Budweiser all launched high-priced beer, and the beer industry scrambled to a higher level of high-end. However, with the continuous emergence of high-priced beer products in the market, is high price equal to high-end? Trigger market discussion.
For high priced beer, some netizens shouted: "collect IQ tax!" Some netizens admitted: "as long as someone wants to drink, how much is his freedom!" However, do high priced beer consumers buy it? Securities Daily reporters learned that more netizens are concerned about the fact that compared with Baijiu, the longer the value of beer, the higher the price of beer is, the more difficult it is for the market. Some netizens said, "beer has a shelf life. It is different from baijiu. Baijiu is more valuable and valuable, but beer is the opposite."
According to the data of an e-commerce platform, Tsingtao Brewery Company Limited(600600) "Legend I" has sold 100 + monthly since it was launched on January 9, with a shelf life of 36 months; The monthly sales volume of Cr beer "Li" is 300 + and the shelf life is 24 months.
Xiao Zhuqing, director of Sichuan fengqiuhuang Investment Management Co., Ltd., told Securities Daily, "Beer's quick and degrading attribute determines its disadvantage in collecting and is not conducive to investment. This is the biggest difference from baijiu. High-end beer needs to be guided by accurate consumer opinion leaders, and in a long time market cultivation in interactive promotion and tasting experience, in order to expand market capacity."
"Some consumer groups have a habit of knowing that one price is one product. It's expensive because it's good. It's expensive. That's why it provides convenience for enterprise marketing strategy." Du Meng, chairman of China enterprise capital alliance, said.
High end is the main competitive line of the beer industry. In the stock competitive market, how can beer enterprises pay the market and occupy the consumption position in advance?
"In fact, although the sales volume of high-end beer in the 1000 yuan price band is small, it is mainly a conceptual product, which more represents the brewing process and quality of the enterprise. The gold content of the brand needs a symbol to prove." Xiao Zhuqing said that although there is no sales volume of thousand yuan beer, enterprises are willing to be a benchmark and the support point of a brand. This kind of thousand yuan beer can be given as a gift in the foreign exchanges of wineries and also as a conspicuous gift consumption of agents, which is of great significance.
Xiao Zhuqing further said, "In Baijiu industry, Luzhou Laojiao Co.Ltd(000568) launched the national cellar 1573, Shede Spirits Co.Ltd(600702) The launch of Tuopai has a long brand building process. First there is value, then there will be valuable monetization performance, and then there will be price. How to do a good job in the sense of brand value requires time accumulation, products and more stories. The expectation of creating consumers' psychological price is long. It takes time, story, process and the guidance of consumer opinion leaders to achieve it. "
\u3000\u3000 "At present, beer enterprises are more about brand display and positioning as super high-end. For consumers, perhaps they have no desire to consume, but for beer enterprises, brand publicity is more important than practical effect. In the future, the beer market will enter a more subdivided stage, that is, the market will have six different consumption levels: Super high-end, high-end, medium high-end, medium low-end and low-end, and consumers can Select the corresponding beer grade according to their own needs. " Zhu danpeng, senior researcher of China Brand Research Institute, said.
