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In the first half of 2022, our country added 1645 craft beer-related enterprises, an increase of 21.8% . But in 2019 our country craft beer related enterprise registration quantity only then breaks through 1,000, by 2022 August, this figure already soared to 8500. Now that craft beer is part of our lives, we no longer have to explain what“Craft beer” is. Craft beer is the product of increased consumption. Not to be taken too seriously, craft beer means“Better” beer in most senses. However, “Better” here includes price and quality, but has no direct bearing on the brand. Because of this, in the craft beer track, Small and fine brand brilliant.
Craft beer is the product of consumption escalation
After many years of marketization, China s beer market has grown into a comprehensive and huge market with rich connotation, various forms and diversified consumption needs. Just like the new style of booming development in China, the mature market volume can bear all kinds of beer from scale to fine. Especially in these two years, the acceleration of industrial adjustment and consumption upgrading has promoted the transformation of beer consumption to individualization, stylization and high-end. Under such circumstances, craft beer is playing an increasingly important role. The history of beer can be traced back to around the 3rd millennium BC of AD. It first appeared in ancient Babylon and Ancient Egypt, and was standardized in the 19th century. The first forms of craft beer were born in the early twenty-one th century. Chinas craft beer started not early, but the speed of development is very fast. Chinas craft beer started to sprout around 2012, and by 2022 it had basically integrated into consumers lives. In this 10-year period, the development of craft beer in China has been stuttering, but has been in a“Spiral” of development. In the past period of time, Chinese beer brands are more concerned about channels and costs, on the taste of products, taste is not too much attention, more attention is on how to make small profits and sell more. In the eyes of some drinking consumers, the taste of the past beer has not been able to meet the needs of the market under the escalation of consumption. In this context, the rise of craft beer, its taste and taste has been significantly improved, at the same time, craft beer sales price, cost, compared with the past has also been significantly improved. From the beginning of the bar to the boutique supermarket, from the boutique supermarket to the restaurant, and from the restaurant to online and offline linkage sales, supporting the rapid development of craft beer, it is precisely in the context of consumption escalation that people continue to demand“Better beer”.
The increasingly sophisticated supply chain drives the development of craft beer
A few years ago, there were not many craft beer production lines in China. It was difficult to find a suitable supply chain for a craft beer brand. Most of them were monopolized by big beer brands. The accelerated development of craft beer has an important relationship with the gradual improvement of the supply chain. The original supply chain of craft beer was immature. From a national perspective, the supply chain of the entire market is now relatively mature, anyone who wants to make craft beer can easily find a factory. The whole ecological improvement, including the supply side, logistics side, operators, such as ecological improvement, so that the cost of brewing beer significantly reduced. After years of market cultivation and terminal channel cultivation, the craft beer racetrack has entered the growing period of production and marketing. And those with a high degree of connection with the new generation, high participation, high frequency of consumption category, will be favored by the capital, in the consumption upgrade and the craft brewing industry into the node of two booming production and marketing, the involvement of capital further promoted the development of craft beer.
Capital stepped in to speed up craft track upgrades
In the case of Taishan pulps, the company has 2021 four rounds of financing between 2019 and the end of 2011, with the total amount raised in March 2021 more than 600 million yuan. Taishan pulps are not the only craft beer brands that have received significant financing. Last July, when the first batch of“TANK COUNT” craft beer went public, Beijing Tank Network Technology Co. , Ltd. raised 6 million yuan, the investors are China Road Capital, Beijing Golden Law Firm, Good Guys (Beijing) Technology Co. , Ltd. . The fund is mainly used for supply chain upgrading and marketing. Ding Huizhao, founder and CEO of Beijing Tank Network Technology Co. , Ltd. , told China Liquor Magazine that the partnership between fine capital and sun-rising industry's Suneo Honekawa will effectively promote the optimization of the industrial chain, we will promote industrial development and maximize capital gains. With the help of capital, the tank company's optimized supply chain has a significant advantage-annual brewing beer capacity of up to 6000 tons, quality control, rich strains, smooth supply. Products in the domestic all-channel marketing, at the same time in CCTV, Quick Hand, Douyin, headlines, Baidu and other media promotion, the impact has been greatly enhanced, and it leads the way in sales of beer on online platforms such as JD.com. In addition, Beijing, Shanghai, Chengdu, Guangzhou and other places of off-line sales have also achieved considerable results. “After this round of financing, tanks will further release capacity, introduce more new products one after another, strengthen marketing management and service management, strengthen brand awareness, and make steady progress step by step.”.
Craft beer is embracing the market
The craft beer wants the benign healthy development, must embrace the market positively. Once, due to various reasons, the entire craft beer industry was, to a large extent, self-entertainment within the“Circle.” Although there was a strong cultural potential, there were even sporadic cultural trends, but down to Earth, both up and down, there is a lack of penetration, there is no real integration into social life, and now this situation has changed a lot, craft beer is coming out of the alley.
According to the Tmall Beer Trends White Paper, 2021 Tmall beer sales in the low-end, mid-end, high-end, ultra-high-end and luxury price segments are growing at 5% , 10% , 20% , 15% and 40% respectively. The growth rate of craft beer consumption is much higher than the overall beer market, “Craft popular category” sour beer, fruit beer, IPA were up 45% , 35% , 19% .
