六、小品牌生存困难加大集团化规模扩张直接带来品牌的高集中度,同时中国啤酒行业的利润也呈高集中度趋势。第一集团(四大巨头)由于规模效应,其啤酒的终端零售价虽略低于第二集团,但利润却远远高于第二集团。数据显示,四大巨头不到60%的市场占有率,却创造了达到60亿元的利润总额,占中国啤酒行业总利润的72.5%。 VI. Difficulties in the survival of small brands Increasing the scale of the expansion of the group directly brought about a high degree of brand concentration. At the same time, the profits of the Chinese beer industry also showed a high degree of concentration. For the first group (four giants), due to the economies of scale, the terminal retail price of beer was slightly lower than that of the second group, but the profit was much higher than that of the second group. The data shows that less than 60% of the market share of the four giants has created a total profit of 6 billion yuan, accounting for 72.5% of the total profits of the Chinese beer industry.