近日，华润雪花啤酒旗下高端啤酒雪花脸谱等系列产品亮相夏季达沃斯论坛，国内啤酒谋划高端市场的迫切心态可见一斑。实际上，青岛、燕京、珠江等国内啤酒企业在高端啤酒市场早有布局，但相较进口啶球入市较晚。国内高端啤酒经历了近几年的发展，市场份额一直难有大幅度提升，如何打破进口 啶球盘踞 高端市场的格局成为国内 啶球企业集团面临的问题。
随着近年来国内消费结构的升级，国内 啶球企业也纷纷试水中 高端 啶球市场，然而占到本土优势的 domestic 啶球企业却在中 高 端 啶球市场悄然落到了进口 啶球的后面。据青岛 啸风2015年财报显示，当时青岛旗下鸿运当头、奥古特、经典1903和纯生、小瓶 等High-Value Products实现domestic sales volume共计174万千升，与2014年的166万千升提升8万千升，但即便如此计算，却仍然没有赶上imported beers in China 的增长量。
据天津检验检疫局相关数据显示今年5月单月imported beers就达1555万升同比增长332%，约占前五个月总imported beer量的50%。Imported beers主要来自Belgium, France, Germany, Korea, US, Netherlands and UK等国家。
据了解燕京已经推出了原浆白Beer并定位为high-end market，不仅如此珠江也于去年推出了精酿系列，也定位为high-end market。但是domestic brews still can't stop the slide of their performance. Face to domestic brews' consumption upgrade transformation industry insiders say that domestic brews are trying to enter high end but importeds are taking over the market share.
Low-price image difficult to stand out in high-end market A shopkeeper at Da Zhong Si told reporter that currently the best-selling product from Yanjing is still the lowest-priced "white bottle" with a price range of 2.5-3 yuan. They often recommend domestic high-end Beer to customers but they would choose imported Beer after seeing the price.
According to customs data 2015 saw a total production of 47 million hectoliters of domestic Beer down by 5.06%, while imports grew by 59.4% with a value increase of 41.3%. The trend continues as consumers prefer imported Beer for its perceived quality and brand recognition.
Multiple channels penetration key for breaking barriers Industry expert Juhuanping said that Chinese beer market is currently triangular with local breweries occupying most part while imported ones occupy top tier domestically brewed beer's growth space was entirely taken up by imports last year.
As more retailers get involved in importing Beer it's becoming increasingly important for local breweries not only to expand their channels but also solidify their products finding suitable products catering consumer needs rather than simply aiming for high endspace avoid further encroachment on their market share by imports.
Juhuanping admitted that local enterprises have realized they need change from "triangular" shape towards "pyramid point" but time will be long-lasting
