Data show that from 2011 to 2015, China's beer imports […]
Data show that from 2011 to 2015, China's beer imports increased from 64,100 tons to 533,300 tons, and imports increased from $91 million to $575 million. Imports increased by 8.4 times in five years, and imports increased by 6.3 times. From January to September this year, the total volume of imported beer reached 512,900 kiloliters, close to the total amount of last year.
The rapid growth of imported beer has stirred up the “one pool of spring water”. Insiders pointed out that due to the relatively high value of imported beer products, it has basically occupied the middle and high-end beer market. “Imported beer has gradually occupied the 'tower' of the pyramid of China's beer industry. With the increase of consumers, the volume and brand of imported beer are increasing, and it has begun to penetrate into the 'Tower waist'.” Zhu Dan, a researcher in the food and beverage industry Peng believes that this is a challenge that cannot be ignored for domestic beer companies.
In this regard, He Yong, executive deputy secretary-general of the China Liquor Industry Association, pointed out that the reason why imported beer is so eye-catching is that the reason is that the base is small, so the growth rate is fast, but the overall proportion of imported beer is still not high, only accounting for 100%. More than one point. Moreover, imported beer mainly seizes the early-stage consumer groups in high-consumption cities such as Beishangguangshen and Shenzhen, and has outstanding performance in hypermarkets and e-commerce channels. These channels are more likely to attract eyeballs and easily lead to misunderstandings with high occupancy. Compared with other mature beer markets, the proportion of imported beer in China is still very low.