百威喜力鏖战中国:啤酒生意,要重做一遍

21世纪经济报道
Dec 05, 2025

写在前面:科技、汽车、快消、零售、美妆、咖啡、奢侈品……各行各业的跨国巨头今年都在感叹,中国市场变化太快,半年不来就会感到陌生。酒业亦是如此。在啤酒、洋酒、葡萄酒行业,知名跨国酒企曾经居于主导地位,甚至一度扮演着市场教育者的角色。但随着市场竞争烈度持续升级、中国消费者愈发成熟,企业管理者们发现,单纯将国外产品、营销、玩法移植到中国市场已经行不通了。恰恰相反,中国市场对于新品类、新渠道、新业态、新...

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