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From land grabbing to deep cultivation of existing stocks, the beer industry is undergoing a major transformation.

According to data from the National Bureau of Statistics, my country's beer production in June 2024 decreased by 1.7% year-on-year to 4.11 million kiloliters. In the past year, only June and October 2023 were in a state of growth, and the rest of the months were negative. In particular, it has been declining for 7 consecutive months since November 2023. The beer industry is undergoing an unprecedented reshuffle.

As early as the "2023 (21st) China Business Leaders Annual Meeting", Hou Xiaohai, Chairman of China Resources Beer, said that China's beer industry, liquor industry and even consumer goods industry have entered a new world. The important factors that the entire industry thinks about are very different from those ten years ago or even five years ago... The consumption needs of the elderly are different from those of young people, and the way they drink is also different. The middle class is rising rapidly, and China already has a large basic middle class, which is promoting China's high-quality development and consumption upgrade. "