从规模扩张转向价值竞争,高端化与多元化成为啤酒发展破局关键。文 | 易鑫曾几何时,中国啤酒市场的竞争逻辑简单而粗放,主要是以产能规模和渠道覆盖定胜负。2013年,全国啤酒产量达到历史峰值5061.54万吨,行业沉浸在规模扩张的红利中。然而,自此之后,行业逐步迈入存量竞争阶段,产量整体呈现下行趋势。尽管产量收缩,十二年后的行业总体销售收入与龙头企业的利润水平却不降反升。这看似矛盾的数据背后,折射出...
Source Link从规模扩张转向价值竞争,高端化与多元化成为啤酒发展破局关键。文 | 易鑫曾几何时,中国啤酒市场的竞争逻辑简单而粗放,主要是以产能规模和渠道覆盖定胜负。2013年,全国啤酒产量达到历史峰值5061.54万吨,行业沉浸在规模扩张的红利中。然而,自此之后,行业逐步迈入存量竞争阶段,产量整体呈现下行趋势。尽管产量收缩,十二年后的行业总体销售收入与龙头企业的利润水平却不降反升。这看似矛盾的数据背后,折射出...
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