Every 7 bottles of beer nationwide come from Shandong. How much "beer" is here?

Recently, the "Nineteenth)" World Brand Conference "hosted by World Brand Lab (the 19th), the conference announced the analysis report of" China's 500 Most Valuable Brand "in 2022. Among them, the value of the 119 -year -old Qingdao beer brand has exceeded 200 billion yuan for the first time. Tsingtao Beer has ranked first in the Chinese beer industry for 19 consecutive years, and its Laoshan Beer (53.085 billion yuan), Hans Beer (31205 billion yuan), Tsingtao Brewery Museum (28.929 billion yuan), Prince (4.585 billion yuan), and Tsingtao 1903 Tsingtao Beer Beer. Bar (4025 billion yuan) and other brands are also on the list, and the cumulative value of Tsingtao Brewery and sub -brands exceeds 340 billion yuan.

For more than 30 years from the 1990s to the present, every summer and autumn, the Qingdao Beer Festival has arrived as scheduled. Nowadays, the bubble of the beer festival has not retreated, and the Premier League has stirred up the wave market. Whether it is the increasingly international influential Qingdao Brewery Festival or the legendary world's first movement, they have a wonderful chemical response with beer. In addition, this summer, the stabilization of the epidemic in high temperature weather has driven the increase in beer demand. Following the Mid -Autumn Festival and National Day, beer consumption will be driven. For Shandong, a large province of beer production and sales, at this intersection of summer and autumn, it is imperative to talk about how much "beer" in Shandong is.

In the first half of the year, the quantity and price of the beer industry rose up in Qingdao's beer performance.

A few days ago, many beer listed companies have disclosed the semi -annual reports. From the perspective of various data, the quantity and price of the beer industry in the first half of this year has risen, the cost has been improved, and the performance of related companies has increased.

Among them, the semi -annual report released by Qingdao Beer on August 25 showed that Qingdao Beer achieved revenue of 19.273 billion yuan in the first half of the year, an increase of 5.37%year -on -year; net profit was 2.852 billion yuan, an increase of 18.07%year -on -year. Among them, the net profit in the second quarter increased by 23.85%year -on -year. The semi -annual operating performance has also reached a record high in Qingdao Beer.

On August 26, the beer sector ushered in a general rise. During the market, Tsingtao Beer approached the daily limit. Yanjing Beer, Chongqing Beer, Zhujiang Beer, Huiquan Beer and other rose. As of the close of the same day, Tsingtao Beer rose 7.44%, Yanjing Beer rose 5.06%, and the Pearl River Beer and Huiquan Beer rose more than 2%.

Every 7 bottles of beer nationwide are from Shandong. The annual producing beer in Shandong can fill 14 Daming Lake

According to data from the National Bureau of Statistics, in 2013, my country beer production was about 49.82 million liters, reaching the highest point of beer production over the years. Since then, with the improvement of residents' living standards and the upgrading of the consumer structure, consumers pay more attention to health concepts, and the concept of drinking less and drinking has gradually been recognized by the society. 34.11 million thousand liters.

However, Tsingtao Beer's performance is innovative. The side shows Shandong's good strength in the production and sales of beer. According to the "Shandong Statistical Yearbook", it can be found that from 2016-2020, Shandong beer output is more than 4 million liters. Among them, the output of Shandong Province beer in 2020 was 4.58 million liters.

The data shows that the general water storage of Daming Lake is 320,000 cubic meters. After a simple conversion, it can be concluded that the one -year beer produced in Shandong in 2020 can fill 14 Daming Lakes.

How much "beer" is Shandong? Beer production ranks first in the country

According to data from the National Bureau of Statistics, the top ten provinces and cities in my country in 2020 are Shandong, Guangdong, Zhejiang, Sichuan, Henan, Hebei, Jiangsu, Liaoning, Fujian, and Heilongjiang. Among them, Shandong ranked first in the country with 4.58 million liters of beer output.

Not just Qingdao Beer, Shandong Beer Associated Enterprises are as high as 16,635

When you mention beer in Shandong, the first thing everyone thinks must be Tsingtao Beer. Tsingtao Beer, as the "handle" of Shandong Beer, has become the "growth pole" of Shandong beer production and sales.青岛啤酒受关注程度从微博相关热搜话题中可见一斑，#肖战青岛啤酒品牌代言人#话题总浏览量达17.1亿；#在青岛没有什么是不能啤化的#话题总浏览量384.3万。

However, an interesting cold knowledge is that Shandong beer production is so high, not only stands out from Qingdao Beer, but also "everyone picks up firewood flames." In addition to Tsingtao Beer, the company's investigation data shows that Shandong's beer -associated industry is as high as 1,6635.

High -end, craft beer, what do we say when talking about beer?

Since 2014, domestic beer production has gradually declined, and in 2021 fell to 35.624 million liters, a decrease of 29.6%from 2013. Enterprises have changed the competition strategy of low -priced price warfare in the past, actively pursuing profits and launched high -end products, and the industry competition model has changed. Head beer manufacturers have accelerated the construction of high -end, and ultra -high -end new products have continued to emerge, seizing the brand system.

What impact did the epidemic on beer companies in the first half of the year? The answer may be "price increase". According to data from the National Bureau of Statistics, in the first half of this year, due to the impact of the epidemic, the production of the domestic beer industry decreased by 2%year -on -year. Benefiting from the high -end beer, beer companies showed the characteristics of rising prices in the first half of the year. The reporter noticed that in the performance newspaper, various beer companies have announced the growth of sales of their high -end products. It can be seen that as the competition in the beer industry is becoming increasingly fierce, beer companies continue to transform from scale to structural, and strive to lay out high -end. Taking Shandong local brand Qingdao Beer as an example, on January 9, 2022, Qingdao Beer held a new product launch conference to release ultra -high -end new products "Legend of the First Life", priced at 1399 yuan/1.5L*1 bottles, with alcohol concentration of 23.9 degrees. Tsingtao Beer said that the company seized the upgrade of consumption in the beer market and promoted the strategy of mid -to -high -end product. Accelerate the integration and optimization of "1 (Qingdao Classic) +1 (Qingdao Chunsheng)+N (New Special Product)" product portfolio.

In addition to high -end, craft beer has a longer production cycle and more fine production technology. It can make different flavors and retain mellow taste, so it has captured more young consumers. In recent years, craft beer has become the "new favorite" of young people. The consumption in the entire beer industry is against the trend, becoming a well -deserved potential stock in beer.

According to the company's investigation data, there were a total of 1,035 craft beer associated companies in Shandong, ranking first in the country. So we saw that beer also started "inner rolls". Volkswagen is no longer satisfied with drinking industrial beer, and more and more craft beer brands are sought after.

According to public reports, Ding Dong bought vegetables recently launched the first self -brewed beer brand "1972 farm", which focuses on selling only 24 hours of "Daily Fresh" craftsmanship. In May, sales increased by 369%year -on -year; Meituan also launched self -owned craft beer.

At the same time, forces such as traditional beer plants such as Budweiser, Carlsberg, and Qingdao have also joined the war. In addition to competitors focusing on the beer industry, many chain catering and retail platforms have also entered the game. For example, Haidilao has launched independently developed Haidilao series craft beer in 2017. Hema and Meituan have also launched themselves. There are brand craft beer.

Can high -end and craft beer stir up the bubble of the beer rivers and lakes? What kind of hills will the beer industry arouse? let us wait and see!

Source: Volkswagen Daily

Edit: Weekend

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