华润啤酒开始退出东北,“啤+白”战略隐忧凸显 啤酒行业竞争转向综合较量

中华工商时报财...
Dec 30, 2025

承载着东北人情怀的“老雪花”,似乎正在悄然生变。随着华润雪花啤酒(长春)有限公司完成注销程序,紧随其后,宣布将总部搬迁到深圳,这家从东北起家的啤酒巨头,正在逐步收缩东北市场。近年来,华润啤酒动作频频,从密集并购布局白酒赛道,开启了“啤酒+白酒”双赛道赋能战略,到今年人事频繁变动等,都在说明其战略方向发生改变。人事变动“去东北化”加速变革年中,华润啤酒当时的灵魂人物侯孝海宣布辞任执行董事及董事会主席...

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