Qingdao, Budweiser and so on. Launched a thousand yuan ultra-high-end beer.

Qingdao, Budweiser and so on. Launched a thousand yuan ultra-high-end beer.

Qingdao, Budweiser and so on. Thousands of ultra-high-end beer have been launched. It is reported that beer products with a price of 100 yuan or 1000 yuan are not uncommon abroad. However, the emergence of domestic products of more than 1,000 yuan has refreshed consumers' cognition of beer. Qingdao, Budweiser and so on. Launched a thousand yuan ultra-high-end beer.

Qingdao, Budweiser and so on. Launched thousand yuan ultra-high-end beer 1, once again reaching the peak season of alcohol consumption a few years ago. Recently, on the e-commerce platform, Budweiser Beer launched a limited gift box for the Year of the Tiger, with a price tag of 1588 yuan/bottle (798 ml). Previously, the price of China Resources Snow Beer was 999 yuan (2 bottles 1 liter), and the price of Tsingtao Beer "World Legend" product was 1.399 yuan/bottle (1.5 liter). The price of 53-degree flying Maotai is 1499 yuan/bottle. Beer is more expensive than liquor, will you buy it?

The prices of these three beers are comparable to those of Maotai.

65438+ 10/3, the reporter found on an e-commerce platform that the price of "Budweiser/Budweiser Beer Master Legend Year of the Tiger Limited Gift Box 798ml+ Crystal Cup" was 1588 yuan. The product page shows that the monthly sales volume of this product is only 28 pieces, and the cumulative evaluation is 0.

There are more than one kind of beer around 1000 yuan. In the official flagship store of Snow Beer on the e-commerce platform, the price of "Snow Beer 18.8 degree 999ml bottle ×2 gift box" is 999 yuan. The page shows that the raw materials of this wine are water, malt, organic millet, organic millet, organic coix seed, Lanzhou lily and hops. The monthly sales volume is 200+, and the cumulative evaluation is 226.

In addition, the price of "Tsingtao Brewery Centennial Journey I Legend 23.9 degrees 1.5L× 1 bottle" is 1399 yuan. Its monthly sales volume is 86 pieces, and the cumulative evaluation is 2 pieces.

At the same time, on another e-commerce platform, the price of 53-degree flying Maotai is 1499 yuan per bottle.

Do consumers buy thousand yuan beer?

For such a high-priced beer, some netizens in Weibo said it was just a gimmick. "Beer will expire and there is no element of preservation." . But some people say "the more expensive, the better".

Mr. Cao, a beer lover in Shanghai, said in an interview with Yangzi Evening News/Niuzi News reporter that he personally judged that the sales of these high-priced beers would not be too high. "Whether consumers can accept it depends on people's perception of alcohol and brands." A few years ago, he and his friends introduced a kind of yellow rice wine with a price of more than 300 yuan per bottle. The quality is good, but the sales volume has never gone up. The reason is that consumers have an inherent understanding of the price of wine. For a long time, people's feelings about rice wine and beer are good and cheap. Take yourself as an example. "I won't buy fine wine at this price, even if it is imported. I occasionally buy a bottle of 330 ml imported craft wine at 100 yuan, and drink more than 20 yuan on weekdays. "

According to industry insiders, beer consists of four basic raw materials: water, malt, hops and beer yeast. In addition, the flavor of beer is enhanced by adding auxiliary materials, such as wheat, oats and other grains. Cranberry, passion fruit and other fruits. Different additives will directly affect the color and taste of beer. Compared with industrial beer, craft beer often uses higher quality natural raw materials instead of artificial additives, and has better flavor.

In Shanghai, there are places that specialize in selling craft beer, such as "Auntie Beer" flagship store. It is also the largest beer museum in Shanghai, which brings together tens of thousands of different beers from all over the world, with prices ranging from twenty or thirty yuan to five or six hundred yuan.

The rise of new consumers promotes the development of high-end beer.

According to Wind's inquiry, the reporter found that the "Beer Industry Framework Report" recently released by Everbright Securities pointed out that China is currently in the middle and mature stage of the market, consumers' demand for high-end products is increasing, and the proportion of high-end sales is increasing. In the era of low-end beer, a single brand can gain a very high market share; In the high-end stage, manufacturers need to meet the needs of different consumers through a rich brand matrix. The main consumers of beer are 20-45 years old. The post-90s prefer to choose high-end beer with a price above 10 yuan. Generation replacement and the rise of a new generation of consumers are promoting the rapid development of high-end beer.

According to industry analysis, there will still be a market for high-priced beer. For example, in some business banquets, as well as the gift market before the Chinese New Year. It is right for beer enterprises to launch high-priced single products and enhance the attractiveness of fine brewing from the marketing direction. However, from the perspective of consumers' cognition and acceptance, the road may still be long. Merchants should pay special attention not to pay high prices for high prices, and not to extend the price to the packaging. "If the quality is really good, it will attract real beer lovers. If it is over-packaged, it may disgust consumers. "

Qingdao, Budweiser and so on. Launched 1,000 yuan ultra-high-end beer 2 Recently, Tsingtao Brewery released the "first world legend" of ultra-high-end beer. The e-commerce platform showed that the price of two bottles of this beer 1.5L was 2,698 yuan. Previously, Budweiser Beer also joined the competition of Thousand Yuan Beer, which is a limited edition beer named "Legend of the Master" with a price of 1.588 yuan per bottle.

202 1,1/After China Resources Snow introduced a bottle of "Wan" beer in 500 yuan and caused a heated discussion in the market, Hou Xiaohai, chairman and general manager of China Resources Snow Beer (China) Co., Ltd. once said that beer can be not only high-end, but also very high-end. He predicted that China will soon have 1000 yuan/bottle of beer.

In the past two months alone, his prediction has come true.

According to media reports, on June 9th, 65438/kloc-0, Tsingtao Brewery released its ultra-high-end new product "The First Legend in the World". On e-commerce platforms such as Tmall, the price of this new product is 2338 yuan/1.5L*2 bottles. An insider of Tsingtao Brewery said that Legend of the Century sold well on the internal platform, but did not disclose the specific sales situation of the product to Time Finance, only that there is a certain demand for high-end products in the market at present, so the company launched this product.

In addition to Tsingtao beer, Budweiser beer has also joined the competition of thousand yuan beer. Recently, it launched a limited edition Budweiser "Master Legend" 798ml beer in the Year of the Tiger on the e-commerce platform, and the price was as high as 1.588 yuan/bottle, even exceeding the pricing of Tian Fei Maotai.

It is reported that beer products with 100 yuan or 1000 yuan are not uncommon abroad. However, in China, although the price of beer is experiencing a high-end upgrade from 3-4 yuan to 10- 15 yuan/bottle, the appearance of products with a price of more than 1,000 yuan has refreshed consumers' cognition of beer.

The appearance of thousand yuan Maotai also caused discussion among netizens. Some netizens said that "beer wool" is just, not the most expensive, only more expensive. Some netizens said that it is just an IQ tax. Will anyone really buy it? Some netizens also said that providing high-end customers with a choice, no money to drink cheap, and money to choose expensive. Some netizens said: You are all legends. I just want to catch my breath.

Will you buy thousands of dollars of beer?

Qingdao, Budweiser and so on. Near the Spring Festival, 1,000 yuan ultra-high-end beer 3 was launched, and the gift wine market became lively again. The Beijing Youth Daily reporter learned that Qingdao and Budweiser successively launched thousand yuan beer products before the Spring Festival, and China Resources, which launched similar products last year, has a tendency to be more expensive after listing. Many netizens questioned whether these beers can't be used for collection like liquor, and whether it is an "IQ tax".

The brand has successively promoted thousands of beer products.

Following the launch of high-end beer Jiao by China Resources last year, Qingdao and Budweiser also joined the battle for 1,000 yuan beer. The reporter of Beiqing Daily noticed that on the e-commerce platform, the price of China Resources beer wine is 999 yuan (2 bottles 1 liter), the price of Tsingtao beer "the first legend in the world" product is 1.399 yuan/bottle (1.5 liter), and the price of Budweiser limited gift box for the Year of the Tiger is1. Judging from the time to market of related products, the market price is more expensive at night, and the pricing of Budweiser products has even exceeded that of Tian Fei Maotai.

According to related online stores, the above-mentioned thousand yuan beer is not a traditional "industrial product". For example, millet, millet, coix seed and lily are used in the raw materials of beer, which is intended to restore the predecessor products of beer in China history. In addition to special raw materials, Tsingtao beer and Budweiser beer are brewed in oak barrels and bourbon barrels respectively. The fermentation time, alcohol content and wort concentration of the above products are several times higher than those of ordinary beer products, and they are all inedible products.

However, the reporter of Beiqing Daily also noticed that as a non-drinking product, the e-commerce price of Budweiser master brewing beer is 195 yuan /798ml.

Being questioned by netizens is an "IQ tax"

Although many consumers have accepted the craft beer of nearly 100 yuan per cup in restaurants, the pace from 10 yuan to 1000 yuan is not too big for the domestic beer industry which classifies products above10 yuan as middle and high-end products.

The emergence of thousand yuan beer has also caused controversy among netizens. Some netizens believe that beer also wants to catch up with the unhealthy trend of "high-end" like liquor, and use ultra-high-priced products to boost stock prices and performance. Some netizens think that this is the "IQ tax" for beer companies to cut leeks.

In fact, it is not difficult to see from the feedback from consumers that most consumers who buy thousand yuan beer are out of curiosity. Beer cannot be preserved for a long time due to technical problems, so there is no situation that high-end red wine and white wine are more valuable, and there is no investment or collection value in itself.

The significance of market occupation is more obvious.

So why have so many companies launched thousand yuan beer? Cai, a wine industry analyst, said that in the long run, beer is different from liquor. At present, it does not have social and gift attributes, and the premium capacity of ultra-high-end products is insufficient, so the overall proportion is still small, and more is the product of corporate marketing and brand highs.

The reporter of Beiqing Daily learned that compared with the liquor industry, the beer industry has been in a period of flat production in recent years. However, thanks to the consumers' willingness to consume high-end beer above 10 yuan, the profit growth rate of the beer industry has exceeded the sales revenue in recent years.

The reporter of Beiqing Daily learned that the data released by China Liquor Association showed that 2021-1,the sales revenue of beer enterprises above designated size148.7 billion yuan, an increase of nearly 8% year-on-year; The profit was 654.38+0.79 billion yuan, a year-on-year increase of 24%. Among them, the gross profit margins of Budweiser Asia Pacific, Chongqing Beer, Tsingtao Beer and China Resources Beer all increased to varying degrees.

Analysts believe that the price increase of beer since last year has not caused a bad reputation in the market, which means that the competitive strategy of beer enterprises has gradually changed from the price game and the price-for-quantity model to improving profitability through product structure upgrading. Under the background of consumption upgrading, beer enterprises have carried out high-end layout in order to further develop. It is estimated that the proportion of high-end beer products will reach 15% to 20% in the next three to five years.

At present, the domestic beer industry has entered a stage of fierce competition. Among the existing markets, only the ultra-high-end beer market is still a relatively blue ocean. In addition to craft brewing, consumers don't know much about it, so it has become a battlefield for major beer brands to compete for the right to speak. Compared with the product itself, the marketing momentum and market share are more obvious.

However, analysts also said that although thousand yuan beer has brought topics and traffic to enterprises, it is still unknown whether consumers can accept the pricing of such products, and it may also bring back word of mouth. At the same time, for the market, although enterprises intend to seize the commanding heights of the brand, beer products are still pyramid structure, and waist and KFC products are still the main body of market consumption.