啤酒分类介绍-行业数据-三个皮匠报告

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N[Toambleu_raIn |f 啤o 4酒] 2021.03.26 图表 69：2017-2018 年龙头啤酒厂商涨价情况 .......................................................................................................37 图表 70：中国高强瓦楞纸市场价 .............................................................................................................................38 图表 71：中国本地大麦市场价 ................................................................................................................................38 图表 72：日本 1974-1984 年间啤酒累计提价约 93.8% ..........................................................................................38 图表 73：美国啤酒产品均价 ....................................................................................................................................39 图表 74：美国高中低档拉格啤酒产品销量占比 .......................................................................................................39 图表 75：中日美 15-64 岁人群数占比 .....................................................................................................................40 图表 76：中日美啤酒产量 ........................................................................................................................................40 图表 77：美国啤酒市场 CR3 变化 ...........................................................................................................................40 图表 78：中国啤酒市场 CR3 变化 ...........................................................................................................................40 图表 79：啤酒吨价 2011-19 年 CAGR 为 3% ..........................................................................................................41 图表 80：中国啤酒零售均价于 2015 年开始提升明显 .............................................................................................41 图表 81：中国与全球龙头啤酒厂商吨价对比 ..........................................................................................................41 图表 82：全球啤酒零售均价对比 .............................................................................................................................41 图表 83：中国高中低档拉格啤酒销量占比 ..............................................................................................................42 图表 84：中国高中低档拉格啤酒收入占比 ..............................................................................................................42 图表 85：中国高中低档拉格啤酒销量及增速 ..........................................................................................................42 图表 86：中国高中低档拉格啤酒收入及增速 ..........................................................................................................42 图表 87：2019 年中国高档拉格啤酒市场市占率 .....................................................................................................43 图表 88：2010-2019 年高档拉格啤酒市场前五大公司 ............................................................................................43 图表 89：部分上市啤酒企业产品结构及主要高端产品 ............................................................................................44 图表 90：部分上市啤酒企业产品矩阵 .....................................................................................................................44 图表 91：中国主要啤酒厂商毛利率及净利率情况 ...................................................................................................45 图表 92：美国啤酒行业税前利润率于 1981 年见底.................................................................................................46 图表 93：日本啤酒行业净利率于 1997 年见底 ........................................................................................................46 图表 94：美国啤酒市场集中度 1980 年前快速提升.................................................................................................46 图表 95：日本 2 大啤酒龙头 90 年代末期竞争激烈 .................................................................................................46 图表 96：中国日本欧美龙头啤酒厂商 EBITDA 率对比（2019 年） .......................................................................47 图表 97：啤酒产量按季度划分 ................................................................................................................................48 图表 98：二/三季度为啤酒公司的销售旺季（2019 年） .........................................................................................48 图表 99：啤酒公司产能利用率（2019 年） ............................................................................................................48 图表 100：部分上市啤酒企业关厂情况 ...................................................................................................................49 图表 101：部分上市啤酒企业资产减值与折旧摊销费用情况...................................................................................49 图表 102：2002-18 年中国啤酒罐化率水平共提升 11% .........................................................................................49 图表 103：对比发达国家水平，罐化率仍然较低 .....................................................................................................49 图表 104：日本金属罐包装占比于 1995 年超过玻璃瓶 ...........................................................................................50 图表 105：日本啤酒销售渠道多为超市便利店及折扣店 ..........................................................................................50 图表 106：中国啤酒销售渠道占比拆分 ...................................................................................................................50 图表 107：KA 渠道及电商加速崛起 ........................................................................................................................50 图表 108：罐化率提升 10%可增厚毛利率约 1% .....................................................................................................51 图表 109：部分啤酒公司易拉罐产能新增情况 ........................................................................................................51 图表 110：百威推出淡啤后随着费用投放加大，利润率同步上升 ...........................................................................52 图表 111：Super X 代言人 .......................................................................................................................................53 图表 112：Super X 冠名《明日之子》综艺节目......................................................................................................53 图表 113：珠江纯生啤酒销量情况 ...........................................................................................................................53 图表 114：中国龙头啤酒厂商的纯生销量对比 .........................................................................................................53 图表 115：全球龙头啤酒厂商估值表 .......................................................................................................................54 N[Toambleu_raIn |f 啤o 4酒] 2021.03.26 中国啤酒行业步入成熟期啤酒特性决定了行业成本敏感、高周转啤酒起源于欧洲，发展至今种类约有 120 种。若根据最基础的酿造工艺区分，可大致分为拉格(Lager)和艾尔(Ale)1。中国啤酒（纯生、熟啤、干啤）、美式淡啤酒、德国黑啤等多属于拉格，而精酿啤酒大多数指艾尔。若根据杀菌方式区分，可分为熟啤和生啤。熟啤经过高温巴氏消毒后酵母被杀灭，稳定性较好，保质期多在 6 个月-1 年，市面上常见的瓶装、易拉罐包装的普通啤酒均为熟啤。而生啤由于采用过滤杀菌，口感更为丰富饱满，但保质期由于酵母菌的存在而相对更短，原浆、扎啤、纯生均为生啤。

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