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图表12行业前五大酒企销售及费用端措施
图表12行业前五大酒企销售及费用端措施
行业数据
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图片格式：PNG
图片大小：420KB
图片尺寸：1198*804
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
所属报告：
啤酒行业专题暨最新观点报告：轻装上阵加速在即-250417（15页）.pdf
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图28.2021-2025年公司前五大客户营收占比
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行业数据
2026-07-21
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图35.2022-2025年前五大客户收入
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行业数据
2026-07-10
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图36.2022-2025年前五大客户收入占比
fCDlubTku70gfCDliY3kupTlpKflrqLmiLfmlLblhaXljaDmr5QgfAp8LS0tLS0tfC0tLS0tLS0tLS0tLS0tLS0tLXwKfCAyMDIyIHwgNjYuMSUgICAgICAgICAgICB8CnwgMjAyMyB8IDYyLjQlICAgICAgICAgICAgfAp8IDIwMjQgfCA1OS42JSAgICAgICAgICAgIHwKfCAyMDI1IHwgNTIuOCUgICAgICAgICAgICB8CgrotYTmlpnmnaXmupDvvJrlhazlj7jlhazlkYrvvIzlm73mipXor4HliLjor4HliLjnoJTnqbbmiYA=
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行业数据
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fCDlhazlj7ggICB8IOWvv+mZqeS/nei0ueaUtuWFpeWinumAnyB8IE5CVuWinumAnyB8CnwtLS0tLS0tLXwtLS0tLS0tLS0tLS0tLS0tLS18LS0tLS0tLS0tfAp8IOW5s+WuiSAgIHwgNSUgICAgICAgICAgICAgICB8IDI5JSAgICAgfAp8IOWbveWvvyAgIHwgOSUgICAgICAgICAgICAgICB8IDM1JSAgICAgfAp8IOWkquS/nSAgIHwgMTMlICAgICAgICAgICAgICB8IDQwJSAgICAgfAp8IOaWsOWNjiAgIHwgMTUlICAgICAgICAgICAgICB8IDU3JSAgICAgfAp8IOS6uuS/nSAgIHwgMTglICAgICAgICAgICAgICB8IDQxJSAgICAgfAoK6LWE5paZ5p2l5rqQ77ya5ZCE5YWs5Y+45YWs5ZGK77yM5Lic5pa56LSi5a+M6K+B5Yi456CU56m25omA
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行业数据
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行业数据
2026-06-23
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2026-06-23
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2026-06-23
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龙头更加重视份额，主要是通过费用精细控制与灵活投放让利消费者，从而加速中高档产品卡位，预计费用率可控、业绩释放具备弹性。根据公司交流反馈，25 年百威/青啤/重啤均表明将提升份额重视度，市场存在竞争加剧、费用率上行担忧。但我们认为，行业早已达成共识不会大范围价格战，此次重视份额：从销售端目标上，主要是加速次高档产品布局卡位，并适当守住中档基本盘，而非低价产品份额争夺；从手段上，主要通过精益生产管理、调整投放结构的方式，省出费用支持市场，同时也将以更精细的考核方式对费效比进行控制（如华润提出“三精主义”、青啤细化月度滚动考核、重啤费用从品牌投入向渠道投入倾斜、百威超高档费用向次高倾斜等）。因此，我们认为龙头费用率总体看不会大幅提升，业绩释放具备弹性。
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