Yuncang Winery, the operator of FENDI CLUB, talks about: the game between industrial beer and craft beer

According to FENDI CLUB's research, my country is a big beer consumer country, and industrial beer has been steadily occupying China's beer market for a long time. With the rapid development of my country's economy and the improvement of people's living standards, consumption concepts and habits are also undergoing tremendous changes. Many young consumers are constantly looking for new experiences, and the single-taste industrial beer on the market cannot satisfy consumers' pursuit of beer quality.

It is understood that the operator of FENDI CLUB beer is Yuncang Winery, which is affiliated to Hainan Yuncang Winery Co., Ltd. Yuncang Winery has four major brands, including FENDI CLUB beer, Leisheng red wine (LEESON), Bold & Generous and HOMANLISM.

Yuncang Winery believes that product market research is very important in order to operate a brand well. More and more young people prefer craft beer with personalized and unique taste. FENDI CLUB beer, whether in terms of appearance design or taste, focuses on "fashion" as its individual selling point, attracts consumer groups who pursue individuality and freshness, raises the focus of target groups, and constantly satisfies consumers' pursuit of beer personalization.

Some insiders pointed out that my country's beer manufacturers have fought price wars for many years in order to compete for market share. As a result, small manufacturers were eliminated and large manufacturers were swallowed up. However, this large-scale integration and merger still failed to bring better products and services to consumers. On the contrary, due to cost constraints, the taste of beer from major manufacturers has become weaker and their products have converged. Not interested. Although the brands are different, the light beers brewed by these large factories are actually the same kind, and people in the industry call them "industrial beer" or "industrial lager". This is probably one of the reasons for the contrarian growth of craft beer.

As we all know, the rise of my country's beer brands depends on the demographic dividend. From the beer market, the proportion of high-end beer is extremely low. In 2013, China’s high-end beer accounted for only 4%, and the way to make money has to rely on sales. However, from 2013 to 2020, in the overall downward trend of China's beer market, the consumption of craft beer has achieved an average annual growth rate of 35%.

It can be seen from the data that traditional industrial beer is affected by the population structure and income level, and the commercial marketing of small profits but high sales has reached a bottleneck period. The only way to increase revenue is to increase the profit per bottle. From this point of view, the contrarian growth of craft beer actually comes along with market changes. The commercial marketing of craft beer is not like industrial beer, which only puts products in large quantities into the pipeline. In FENDI CLUB’s view, craft beer Brewing beer can also go hand in hand with beer houses, so that consumers can drink beer just like drinking coffee, with exquisiteness and style. The circle culture is also fully reflected here. Consumers gather here because of their interests, forming community consumption and having strong social attributes.

It is reported that the FENDI CLUB beer brand is preparing for the chain of beer houses recently. FENDI CLUB uses the creative form of light, luxurious, casual and fashionable beer houses and the ready-to-drink refined brewing experience to open up a new social and cultural scene for young people and surrounding office workers. Come for the trendy urban lifestyle.

FENDI CLUB craft beer aims to break people's inherent impression of beer, strives for excellence in its products, and brings good quality and experience to consumers. How to capture the taste and consumption needs of young people is a problem that FENDI CLUB must solve. FENDI CLUB constantly upgrades its products with the keywords of high quality, diverse styles and fresh taste. FENDI CLUB carefully crafts each product, selects fine brewing raw materials, uses traditional techniques, adjusts the "fashionable" taste through different proportions, has rich and delicate taste and exquisite and beautiful packaging, and brings you more The best strong "fashion taste".