1 From China Resources Snow Breweries' Report: A Glimpse into China's Beer Development On June 14, China Resources Snow Breweries (CR Snow) released its "2021 Sustainability Report of China Resources Snow Breweries (China) Co., Ltd." (hereinafter referred to as the "Report"). From 2014 to 2021, CR Snow had published social responsibility reports for eight consecutive years. This year marks the first annual report transitioning from a social responsibility report to a sustainability report. In the Report, CR Snow stated that the purpose of the change is to communicate candidly with stakeholders about the company's sustainability practices and to respond to important issues of concern to stakeholders. It is reported that the Report was prepared in accordance with the United Nations Sustainable Development Goals and the GRI Sustainability Reporting Standards of the Global Sustainability Standards Board. It is also the fifth responsibility report by CR Snow to receive GRI international standard certification since 2017. The Report covers a wide range of topics, focusing on customer experience, management reform, environmental protection, employee growth, partner development, and social welfare. New Distribution has excerpted some core content from the Report for our readers. 2 How China Resources Snow Breweries Achieves High-Quality Development: Six Dimensions 01 Product Development: Creating a Better Consumer Experience CR Snow adheres to brewing beer with Chinese cultural significance and making beer that Chinese consumers love. In 2021, Snow gained insights into consumer needs and launched "Li", an ultra-high-end new product with iconic cultural significance for Chinese beer; introduced high-quality beers with high visibility, "Youshi White Beer" and "Red爵 Beer"; and created the personalized product "Black Lion 485 Rosé Beer", which has gained consumer recognition and affection for its quality, taste, and design. The launch of CR Snow's ultra-high-end new product "Li" has opened a new direction for the value expression of Chinese beer, marking a significant milestone in the industry's high-end blue ocean journey. Red爵 Beer, with 150 years of history, has come to China, offering domestic consumers the option to savor authentic European style without leaving home. 02 Management Reform: Launching "Snow Path – The Way of Brewing" CR Snow has actively engaged in a self-disruptive transformation, fully launching the "Snow Path – The Way of Brewing". Snow insists on following its own path, developing its unique management methods, experience, skills, processes, and models for brewing. It has deepened the "Decisive Battle for High-End" market strategy, built a diverse brand portfolio, optimized capacity layout, expanded non-beer businesses, and accelerated the realization of sharing beauty and win-win development with partners. The actions in 2021 achieved remarkable results. In 2021, total revenue was 33.387 billion yuan, up 6.2% year-on-year; profit attributable to shareholders rose 119.1% to 4.587 billion yuan; profit before interest and tax increased 94.6% to 5.991 billion yuan. CR Snow launched its first fruit-flavored beer-like beverage, "Snow Mini Beer", with zero alcohol, no pressure, and a lively and interesting product personality, expanding and building a new consumption scenario for Snow products. 03 Energy Conservation, Emission Reduction, Green and Low-Carbon: Making Our Home Better CR Snow adheres to green and low-carbon development, actively responds to the national "3060" carbon peak and carbon neutrality strategy, conducts special research on "carbon peak and carbon neutrality", and explores the "dual carbon" path to empower "dual carbon" practices. At the institutional level, it revised the "Key Points for Ecological and Environmental Protection Supervision and Inspection of China Resources Snow Breweries" and formulated and issued the "Inspection Standards for Ecological and Environmental Protection of China Resources Snow Breweries" to ensure green and low-carbon development. In terms of capacity structure, it continuously optimizes capacity structure, proactively eliminates outdated capacity, and prioritizes the elimination of factories with high pollution and low energy efficiency. In terms of energy structure, it continuously optimizes energy structure, and on the basis of completely eliminating coal, it continues to reduce the consumption of natural resources (non-renewable resources) such as gasoline, diesel, and natural gas. In terms of resource use, it adheres to circular reduction and improves resource utilization efficiency. The Report shows that in 2021, CR Snow's total investment in environmental protection/energy conservation and emission reduction technological transformation was 30 million yuan; gasoline consumption decreased by 58.9% year-on-year; diesel consumption decreased by 35.5% year-on-year. CR Snow's green factory. 04 Employee Growth: Becoming Better Snow People CR Snow values every employee, creates a special festival for Snow people, "Snow Day"; gives employees the utmost respect, affirms the value of each employee, and provides a safe, healthy, and comfortable working environment; offers diversified training and development opportunities, achieving mutual success with employees; values the needs of every employee, and fosters a harmonious and cohesive team atmosphere through rich and colorful activities, interactions, and greetings. Creating the exclusive common festival for Snow people, "Snow Day", on which all Snow people put down their work and together feel the atmosphere of the team and the warmth of the Snow family. In 2021, CR Snow's full-time employees received an average training investment of 352 yuan per person, with an average training duration of about 29.8 hours. A total of 783 instances of assistance and condolences were provided to employees in difficulty and their children, with cumulative funding exceeding 870,000 yuan. Continuously carrying out training programs such as "Three-Level Top Leaders", "Two Fire Wheels", and "Hun Tian Ling". 05 Working Together: Growing and Thriving with Partners CR Snow upholds the concept of collaborative development and creating brilliance together, continuously exploring marketing methods suitable for high-end beer business development, improving the supply chain management system, deeply empowering key accounts, and helping channel partners grow into valuable beer operation service providers. It innovates logistics cooperation with can suppliers to build a green supply chain; collaborates with malt suppliers to discuss new ideas for revitalizing domestic beer barley and create a better future together; builds a key account platform, expands channel marketing methods, empowers channel partners, and contributes to industry development through internal and external cooperation. Holding a seminar on the domestic beer barley industry to discuss new ideas for revitalizing domestic beer barley. "Achieve the Trend, Battle for High-End" 2021 Snow Channel Partner Conference. 06 Public Welfare: Creating a Better Society and Life Together CR Snow is committed to promoting harmonious social development, actively participating in solving social problems, stimulating and satisfying people's needs for a better life, and together being guardians of a better life. With the mission of "Leading Industry Development, Brewing a Better Life", it promotes local consumption upgrading and economic development by building beer industry bases; creates beer culture festivals that are close to the public and popular, enriching spiritual and cultural life; actively carries out various public welfare activities, donating for disaster relief, supporting education, encouraging customer donations, arranging or encouraging employee participation in public welfare affairs, adding luster to a better life. Supporting the disaster area of the Henan flood. United in fighting the epidemic with volunteer services. As of the end of 2021, it had carried out more than 30 targeted assistance projects. In 2021, 725 person-times participated in volunteer activities, with employee volunteer time reaching 2,200 hours. From 2000 to 2013, China's beer industry experienced rapid growth for over a decade; from 2013 to 2018, it went through several years of sideways fluctuation, entering a stage of declining volume and thin profits; since 2019, after CR Snow took the lead in proposing the strategy of "Decisive Battle for High-End, Quality Development", the industry has entered a new development stage. As the leader in China's beer sales, CR Snow has had a significant impact and even led the way in every stage of China's beer development. 2021 was also the second three-year period of CR Snow's "3+3+3" strategy, and a critical year for "Decisive Battle for High-End, Quality Development". Therefore, we believe that by understanding this 2021 sustainability report of CR Snow, we can judge the main development direction, main competitive content, and the level of competition the industry can achieve in the next stage of China's beer industry. Great article! Must like, watch, and share.