A bottle of beer costs $1588! Netizen: When I am a domestic product, you when I am a leek?

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West Street Quick Review

"China will soon have 1,000 yuan a bottle of beer."

In November last year, after China Resources Snowflake launched a "li" beer of nearly 500 yuan / bottle and triggered a hot market discussion, Hou Xiaohai, chairman and general manager of China Resources Snowflake Beer (China) Co., Ltd., said that beer can not only be high-end, but also very high-end. He predicts that China will soon have 1,000 yuan / bottle of beer.

Recently, a domestic ultra-high-end beer was launched, and the price of 2 bottles of 1.5L on the e-commerce platform was 2698 yuan. Previously, Budweiser also joined the competition of thousand-dollar beers, and its "Master Legend" 798ml Tiger Age Edition beer sold for up to 1588 yuan per bottle.

The concept of consumption upgrading has been all the rage, from hair dryers to basketball shoes, from mobile phoneS to hand-made blind boxes, high-end products Haohao soup. In foreign countries, it is not uncommon for beer products to sell for 100 yuan or 1,000 yuan, but in China, although beer is experiencing a high-end upgrade from 3-4 yuan / bottle to 10-15 yuan / bottle, the emergence of products with a price of more than 1,000 yuan has refreshed consumers' cognition of beer.

There will be supply when there is demand, and after food and clothing, food and beverages also learn to accompany the market. The market is already full of "liquor beliefs", and whether high-end beer is reasonable seems to need to be debated.

However, behind the high-end is often attached to the high price, participating companies initially test the water, high-end means performance, quality, scientific and technological content and other standard issues, most of them are inconclusive. Especially with the help of marketing, for consumers, high prices represent high-end; for producers, cost determines high prices.

Behind the price increase, the beer industry is also under huge cost pressure, including barley, glass, aluminum prices have broken through new highs since last year, up 20% to 60% year-on-year, and the price of corrugated paper for cartons has also risen by about 20% year-on-year. Therefore, the price increase has been put on the agenda by many beer manufacturers.

Of course, competition is always going in the opposite direction. Where there is high-end, there is low-end, and there is high price and low price. Even if it is also high-end, there will be companies taking the low-cost route. You get what you pay for, and the math problems that look simple are either self-talk by the company or the consumers are rarely confused.

Then again, in an industry with countless brewers, taste is still the consumer's choice. Big wine hurts the body, drink pleasantly, high-end beer, cheap beer, drink happy, healthy and safe, is a good wine with hospitality.

Source丨Beijing Business Daily (commentator Zhang Xuwang), Times Finance, etc

Editor 丨 Zhang Lan