Lehui International: Domestic craft beer culture is experiencing "breaking the circle"

Beijing News News On January 19, on the investor interactive platform, Ningbo Lehui International Engineering Equipment Co., Ltd. (hereinafter referred to as "Lehui International") said in response to investors' questions that in the past two years, the domestic craft beer culture is experiencing "breaking the circle", more scenes, consumer groups are attracted in, which is a good thing for the domestic craft beer circle beer and craft beer culture, but also extends the definition of craft beer, craft beer in China should usher in more potential markets and possibilities.

Lehui International answers investors' questions.

The reporter noted that some investors asked Lehui International a question, saying, "In terms of industrial craft brewing, the current 30 kilometers of fresh beer have no local characteristics, Lehui International has no cultural attributes, no shop channels, and will fall into a bitter battle, it is recommended to consider the craft brewing audience, launch a multi-category, grade, cultural attributes of beer", in this regard, Lehui International replied, "Localization is the core of the original culture of craft brewing, but behind the craft brewing trend is the possibility of change in the beer market. Localization can be an option for 30 km of fresh beer in some product lines or business models, but it is by no means exhaustive."

In terms of production mode, Lehui International answered investors' questions and said that the company is a central factory + distributed fermentation plant at the production end; the central factory and fermentation plant are under a unified quality control system, and it is a highly automated and intelligent production system, which is guaranteed by the deep accumulation of Lehui equipment.

In addition, some investors said, "I personally feel that Lehui is currently taking the road of homogeneous industrial craft brewing, which is very dangerous." First of all, the company's brand was born from the beer manufacturing faucet, and the product series should have different grades. Ordinary industrial craft brewing has no way out, and it is impossible to break the market monopoly of heavy beer and green beer. Lehui International replied that the company's product positioning is "craft brewed fresh beer", all products follow the strict definition of fresh beer in GB-4927, without sterilization and filtration process, retaining a large number of active yeast, requiring cold chain transportation; at the same time, the company's products are strictly selected, imported raw materials are used, and a full set of Lehui equipment is used to restore the craft brewing formula to the greatest extent to ensure the high quality of the product. Therefore, the company's product positioning is extremely different, and it definitely does not take the road of homogeneous industrial craft brewing.

According to the data, the main business of Lehui International is the research and development, production and manufacturing of liquid food equipment, mainly including beer brewing and packaging equipment, beverage pretreatment and packaging machinery, and dairy packaging machinery.

In the first three quarters of this year, Lehui International achieved operating income of 730 million yuan, an increase of 12.31% year-on-year; and achieved a net profit of 66.9329 million yuan, down 13.44% year-on-year. "In the third quarter of 2021, The Lehui International Craft Brewing business is still in the investment period." Lehui International said in the third quarterly report of this year. The "30 km of fresh beer" brand created by the company has gradually landed, and the "30 km liquor station" has successfully entered the stage of mode replication; on the other hand, the company has set up a franchise division to promote the "30 km fresh beer hall", which takes the "community tavern" as the core positioning to provide consumers with a high-quality, cost-effective fresh beer consumption experience.

Edited by Zheng Mingzhu Proofreader Liu Baoqing

Image Screenshot of Oriental Fortune APP