Chinese people are passionate about craft beer, and the craft beer industry will usher in explosive development
Release time:
14 Sep,2016
According to Phoenix News on September 11th, American media reported that China's industrial beer production has been on a downward trend for 25 consecutive months, corresponding to the rapid development of craft beer. In 2017, the craft beer industry will inevitably show a blowout development. With the increasing popularity of high-end beer and craft beer, the craft beer equipment industry will also usher in a spring of sales.
As the world's largest beer consumer, Chinese consumers' understanding of beer still remains limited to traditional industrial beers such as Qingdao, Xuehua, Yanjing, etc. They are not very familiar with the emerging craft beer.
In China in the 21st century, it was an era of gradual rise of consumer groups in the 1980s and 1990s, as well as an era of diversified and personalized consumption forms. Their demands for packaging, taste, and health were also gradually increasing. Traditional industrial beer was already difficult to meet their needs. The arrival of the craft beer era precisely catered to the psychological needs of mainstream consumer groups.
Industry experts say that even if China's beer industry faces "negative growth", people are increasingly choosing high-end beer. According to data from Euromonitor Information Consulting, last year, high-end beer in China
The liquor market has grown by 20%. However, craft beer is still relatively niche, with a market share of less than 1%. However, with the increase in disposable income of Chinese residents, it is expected that the share of craft beer in China will gradually increase.
Many things, if labeled as "niche" or "handmade," feel like they have unique charm. People seem to have a special fondness for handicraft workshops that go back to basics. Craft beer is like this, such as
Developing like mushrooms after rain, craft beer houses currently cover almost all major cities in China.
And most of these craft beer houses are positioned as "niche" with slightly higher prices, which are only acceptable to mid to high-end consumer groups. According to official data, China is one of the largest beer consuming countries in the world, and every year
Consuming 54 billion liters of beer, surpassing the United States (24 billion liters), Brazil (14 billion liters), as well as Russia and Germany (all 9 billion liters). According to data from the UK Department of Environment, Food and Rural Affairs, China is the world's largest beer consumer, with annual consumption far exceeding that of the United States and Brazil, which are closely behind. But if calculated by population, China's per capita consumption is not high. Whoever can successfully capture the rapidly growing high-end beer market opportunities is the winner.
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