青岛啤酒、华润啤酒都在布局！啤酒消费价格带下移，燕京啤酒靠“8元啤酒”大赚

南都鉴定评测实...01-22

布局8元价格带的燕京啤酒又收获了“大赚”的一年。1月20日晚间，燕京啤酒发布2025年业绩预告，该公司预计2025年归母净利润约15.83亿元至17.41亿元，同比增加50%至65%，创下了燕京啤酒上市以来最高纪录。针对归母净利润大幅增加，燕京啤酒方面表示2025年坚定推进大单品展露，围绕产品力、品牌力、渠道力积极探寻创新路径，大单品燕京 U8 继续保持稳健增长态势。值得注意的是，去年燕京啤酒有...

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Beer consumer prices move down, Yanjing Beer makes a lot of money by \"8 yuan beer\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"80291":0.6,"TSGTF":0.9,"00168":0.9,"CRHKY":0.6,"00291":1.5},"content_text":"布局8元价格带的燕京啤酒又收获了“大赚”的一年。1月20日晚间，燕京啤酒发布2025年业绩预告，该公司预计2025年归母净利润约15.83亿元至17.41亿元，同比增加50%至65%，创下了燕京啤酒上市以来最高纪录。针对归母净利润大幅增加，燕京啤酒方面表示2025年坚定推进大单品展露，围绕产品力、品牌力、渠道力积极探寻创新路径，大单品燕京 U8 继续保持稳健增长态势。值得注意的是，去年燕京啤酒有1.32亿元的归母净利润属非经常性收益，系该公司子公司的土地收储款。燕京啤酒发布了2025年业绩预告。（截图来源：公司公告）已连续四年归母净利润大幅增长据南都湾财社-酒水新消费指数课题组记者了解，包括2025年在内，燕京啤酒已连续四年实现归母净利润大幅增长，2022年、2023年和2024年，燕京啤酒的增幅分别为54.49%（3.52亿元）、83.02%（6.45亿元）和63.74%（10.56亿元），实现大幅增长的原因，主要与该公司重点押注U8为代表的8元价格带有关。作为重点布局啤酒“8元价格带”（实际成交价约5至6元）的企业，燕京啤酒的大幅增长得益于啤酒消费价格带下移，在产品增长趋势方面，12元及以上价格带啤酒增速放缓、底部产品缩量、8至10元增长快等是行业现状。尤其是8元价格带产品，正在对3到5元（实际成交价约2元）的传统大众价格带产品的替代性增强，这也使得“8元啤酒”成为啤酒行业最赚钱的价格带。根据燕京啤酒在去年12月30日的投资者关系互动中表示，目前该公司产品矩阵在不断优化，产品端实施大单品营销战略，形成以燕京U8、燕京V10、漓泉1998和燕京狮王系列为代表的大单品矩阵，以 “中高端+腰部+区域特色” 三层架构匹配并满足不同消费需求。竞争对手都在布局“8元啤酒”分析人士认为，燕京啤酒目前已经形成了U8为大单品的策略，在全公司重点打造下，该产品除了渗透过往燕京啤酒的空白市场外，还通过性价比拿下了畅饮场景。一般而言，麦芽浓度8P是畅饮型啤酒的重要特征，与燕京U8同类型的嘉士伯特醇、青岛纯生、乐堡啤酒等，单罐实际成交价在6元至8元，但燕京U8有可能在4至5元左右，在追求走量的畅饮场景中，燕京啤酒的低价策略有可能会起效。南都湾财社记者还注意到，在“8元啤酒”崛起之时，包括华润啤酒、青岛啤酒，以及同级别竞争对手重庆啤酒等，都通过产品线调整加码8元价格带，同时还通过加码即时零售维持竞争力，但目前相关布局尚未见效。另外，南都湾财社记者留意到，2025年3月，燕京啤酒采取了跨界策略，并推出新品倍斯特汽水在全国招商计划，目前产品已走向市场超10个月，但具体表现如何，燕京啤酒业绩预告并未提及。采写：南都湾财社记者 贝贝","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"dataReport","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2605482918","isCrawlerRequest":true}