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国内啤酒行业整体持续低迷 重啤股份为何偏能逆势上扬?

2017-08-11 09:22:26   中国青年网

消费者正在选购重啤产品。(重啤股份供图)

近日,重庆啤酒股份有限公司传出好消息:该公司今年一季度实现归属上市公司净利润4814.54万元,同比猛增90.97%,而该公司去年归属上市公司净利润,就已比前年暴增了375.57%。

不容忽视的是,重啤股份的上述成绩,是在行业整体低迷的背景下产生的。2014至2016年,国内啤酒整体销量持续下滑25个月。重啤股份的销量,也出现了下降。但在此情况下,该公司的利润却能逆势上扬,有何缘由?

“从2014年开始,我们就不断提升高端产品占比,并通过削减过剩产能,提高供应链效率。”重啤股份负责人说,上述措施在实施之初,只是企业应对市场的自发行为,“但在供给侧结构性改革提出后,我们发现,这些措施完全符合改革的精神。”

力推产品高端化

作为重庆的本土企业,重啤股份旗下的山城啤酒与重庆啤酒,深受消费者欢迎。重啤股份也一直依靠这两个本土品牌打天下。但2013年后,情况却发生了很大变化。

2013年底开始,中国啤酒市场持续低迷,销量不断下滑,对国内啤酒企业来说,这是一段颇为难捱的日子。对此,重啤股份并没有“傻傻等待”市场转暖,而是积极地寻求解决对策。

“我们调研发现,主要是低端啤酒下滑严重,高端啤酒反而增长迅猛。”该公司相关负责人说,这背后凸显出市场正从过去的基础性需求,过渡到对高品质的追求。

2013年当年,嘉士伯经过多轮资本运作,成为重啤股份的控股股东,而重啤股份也正式成为这家全球第三大啤酒商集团的成员。随后,从大股东嘉士伯那里,重啤股份获得了乐堡、嘉士伯、1664等国际品牌的生产与销售权,为产品高端化提供了有力支撑。这一年,也正式成为重啤股份转型之年。

在本地品牌方面,重啤股份把重庆品牌作为产品高端化的载体,对其进行整体升级,并于2014年11月正式推出基于全新定位包装的重庆啤酒,包括重啤纯生、国宾、金樽等不同价位的产品线,取得了极佳的市场反馈。

产品组合满足消费需求

一个完整的产品组合,要从饭馆、超市到酒吧,从三四元、数十元到上百元都能拿得下、填得上。因此,重啤股份从转型开始,走的就是本土强势品牌与国际高端品牌相结合的道路。

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