Summer is here, and the peak season of beer consumption comes as scheduled. Once upon a time, ordinary beer, which was known to the people in the streets and nicknamed "Big Green Stick", was deeply sought after by consumers as a "string partner". Beijing business today's reporter visited many restaurants in Beijing today and found that ordinary beer, which once topped the list of restaurants, was impacted by other beers because of its low profit level. Looking back, ordinary beer represented by "big green stick" has occupied the top position in beer sales for many years because of its high cost performance. Nowadays, the upgrade of catering culture market and the arrival of eyeball economy era have also made the "big green sticks" directly feel the coldness of the market. However, when visiting the community supermarket, the reporter also found that it is still the familiar rhythm of ordinary beer that flies into the homes of ordinary people.
1, the dining channel is cold.
As early as the 1980s, "Big Green Stick" frequently appeared in various catering channels including food stalls and restaurants because of its low price and low degree. However, with the upgrading of beer consumption market, consumers' pursuit of quality and personality is also rising gradually. In all kinds of catering channels, the "big green stick" has gradually lost its glorious position of ordering first.
Beijing business today today reporter visited brand restaurants, barbecue chain stores, roadside food stalls and other catering channels and found that the living space of ordinary beer is further shrinking. At "Let's get together and string together" (Taoranting Store), the reporter saw that imported beer from Fu Jia and Corona were displayed in the refrigerator, while domestic beer was mainly white beer, puree and other high-end products, as well as some minority high-end craft beer. Similarly, in a chain barbecue restaurant in Chaoyang District, it is difficult to find ordinary beer on the menu. Some catering practitioners say that young consumers are more willing to choose high-end brands of beer because of its taste and packaging design. Relatively speaking, ordinary beer has not met their consumption habits, so the store chose to stop selling ordinary beer.
The demand orientation of merchants to consumer groups will directly affect the beer market. Some insiders pointed out that in the 1980s and 1990s, the "catering culture" of swigging and eating meat was popular, but today's consumers prefer petty-bourgeois style toasting and drinking. The change of catering culture directly promotes the catering industry to aim at customer demand and adjust beer supply, which leads to the cold situation of ordinary beer in catering channels.
2. Low profit reduces the market space.
In the eyes of the industry, the change of the times has brought about the change of consumption concept, and the "original problem" of ordinary beer is the historical reason for the current market situation. For a long time, ordinary beer is basically equivalent to low price in consumers' minds. Compared with imported brand beer and domestic well-known high-end craft beer, ordinary beer is often more suitable for drinking at home and should not appear on the table of dining places.
In addition, the low profit level is also an important factor affecting the existence of the general beer market. Beijing business today reporter visited today and found that the sales price of ordinary beer in catering channels is generally between 4 and 6 yuan, and the price of chilled beer is concentrated above 5 yuan. A catering owner who asked not to be named said that the cost price of ordinary beer is above that of 3 yuan, and the current market price is pitiful compared with other beers. Moreover, ordinary beer needs to be packaged and recycled, which is an extra burden for restaurants.
3.20 19 April, the national beer output exceeded1100,000 kiloliters.
According to the statistical data of China Beer Industry Brand Competition and Consumer Demand Investment Forecast and Analysis Report issued by Forward-looking Industry Research Institute, the national beer output increased gradually in the 20th18th quarter, and decreased in the 4th quarter of 20th18th quarter. In 20 18, the national beer output reached 38122,000 kiloliters, with a cumulative increase of 0.5%. By 2065438+April 2009, the national beer output was 292.65438+ 100 kiloliter, down 5.6% year-on-year. From 20 1910-April, the cumulative national beer output reached 1 1288 kiloliters, up by 0.8% year-on-year.
20 18-20 19 national beer production statistics and growth in April.
Data source: compiled by Prospective Industry Research Institute.
(Remarks: 2065438+the output growth rate in August 2008 was 0.8%)
4. People's dining tables are still popular.
The White Paper on China Beer Market once pointed out that "home" is the biggest place for beer consumption at present, and the frequency of consumers drinking beer at home is also on the rise. 77% consumers said that they had drunk beer at home in the past four weeks, which was much higher than that in restaurants (56%) and bars (25%).
Beijing business today reporter also visited community supermarkets and large supermarket chains today, and found that ordinary beer was still placed in a more obvious position. The reporter saw in a supermarket in Chongwenmen that on the shelves of domestic beer, ordinary beers of different brands were placed in obvious positions in Shang Chao, with prices ranging from 2 yuan to 4 yuan, and the supply was sufficient. In the supermarket located in Xuanwumen Street, canned ordinary beer is also very eye-catching.
According to a survey conducted by reporters in beijing business today today, young consumers prefer the face value and taste of imported beer, but beer products also have considerable market space among middle-aged and elderly consumers. A staff member of Wal-Mart said,
"People who come to buy ordinary beer are generally 30-50 years old. Ordinary beer is cost-effective, sells well and tastes more acceptable to the public. It sold quickly as soon as it was put on the shelves. "
5. Analysis of the future development prospect of China beer industry: develop the mode of "low-end beer enters the family and high-end beer enters the restaurant".
The cold situation of ordinary beer catering channels has caused concern and thinking about the future development prospects of ordinary beer in the industry. At present, ordinary beer is rooted in family consumption, has a stable middle-aged and elderly consumer group, and gradually forms a model of "low-end into the family, high-end into the restaurant", becoming the protagonist of consumer family gatherings. When everyone is talking about the embarrassment of ordinary beer delisting due to poor sales, the current situation of household consumption of ordinary beer has also left a glimmer of hope for beer enterprises. In the cruel market environment, beer enterprises can't just look at themselves, and the market and hope of ordinary beer have always existed.