Li Zhigang, President of Chongqing Beer, said in an interview with an upstream news reporter that he would continue to focus on craft beer in the future.
Achieved beer sales of 16484 million liters
According to National Bureau of Statistics data, from January to June 2022, the total output of beer companies above designated size nationwide fell by 2.0% year-on-year.
Chongqing Beer continued to maintain overall growth in the three major indicators of sales, revenue and profit.
In this regard, Li Zhigang, President of Chongqing Beer, said: "The company has taken a series of positive business measures in the first half of this year, innovating business models, expanding business channels, activating consumption scenarios, and continuing to promote product high-end, and set sail for the Carlsberg Group's 22 'The strategy comes to an end in China and lays the foundation for the new journey of 'Sail 27'"
In 2020, after Chongqing Beer and Carlsberg completed a major asset reorganization, it became Carlsberg's platform for operating beer assets in China and the fourth largest beer in China. The company has a supply network composed of 26 wineries and a market network covering all provinces, autonomous regions and municipalities across the country. After the reorganization of
, Carlsberg brands such as Wusu, 1664, Tuborg, Carlsberg, Fenghuaxueyue, etc. have entered the brand portfolio of Chongqing Beer. Together with Chongqing and Shancheng brands, they have formed a combination of "strong local brands + international high-end brands".
In 2020 and 2021, Chongqing Beer's performance is better than the industry level, with sales, revenue and profits growing and reaching new highs.
In the first half of 2022, this momentum continued, with beer sales of 1.6484 million liters, an increase of 6.36% from 1.5499 million liters in the same period last year.
High-end product revenue increased by 13.3%
In the first half of 2022, in response to the epidemic, Chongqing Beer launched a series of measures, especially the continued promotion of high-end products, which enabled the company's performance to maintain continuous growth. Data from
shows that in the first half of 2022, the main business revenue of Chongqing beer’s high-end brand products increased by 13.3% year-on-year, and the product mix of mainstream and economical brands is also constantly optimized.
At the same time, Chongqing Beer is also constantly launching new products, upgrading its structure, and continuing to promote high-end products.
In the 2021 China Beer New Product Award "Qingzhuo Award" and the China International Beer Challenge hosted by China Liquor Industry Association , Chongqing Beer is the beer company with the most awards.
Affected by comprehensive factors, consumer habits are also changing, driving sales in off-the-shelf channels to increase.
In the first half of this year, the sales ratio of Chongqing beer on-demand and non-on-demand beer sales was approximately 45%:55%, while in 2021 the ratio will be 55%:45%.
In order to adapt to this change, the company has launched a variety of products suitable for consumption scenarios such as families, parties, and leisure, and has actively developed categories other than beer; it has actively deployed e-commerce and new retail, and expanded channels such as group buying, O2O, and takeout.
In the first half of the year, the beer industry jointly faced the pressure of rising costs. Chongqing Beer took multiple measures, including completing the purchase of some major materials in 2021 and conducting more batches of tenders than before to smooth the impact of price fluctuations. In addition, in In the supply chain, we continue to reduce costs and increase efficiency to cope with the pressure of rising costs.
Chongqing Beer continues to promote the big city plan, expand the market and gain growth. The number of large cities increased by 15 in the first half of the year, bringing the total to 76.
䰰A experience store will open two
in Shenzhen. It is worth noting that Chongqing Beer has also increased its market share through a series of activities.
For example, for new consumption scenarios such as camping, Chongqing Beer has launched corresponding product combinations to meet consumer needs. Shancheng Brand has also expanded its sales base through continuous distribution.
Li Zhigang, President of Chongqing Beer, said in an interview with an upstream news reporter that he will continue to focus on craft beer in the future. As one of Chongqing Beer’s craft beer brands, JingA Experience Store has currently opened 7 stores in Beijing, and there will be more Two stores were opened in Shenzhen.
Chongqing Beer's semi-annual report shows that the number of shareholders is 24,288, while the first quarter report was 28,924. The number of shareholders has decreased and the chips have become more concentrated.
Upstream News Reporter Liu Yong Intern Fu Dong
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