Retail prices for craft beer are falling, with some canned products dropping to RMB 9. Consumers still consider them expensive, while bars say their profit margins are slim, reflecting intensifying market competition and pressure on channel profitability. How does low-price competition affect brand supply, procurement negotiations, and the sharing of promotional costs? This article examines the business tensions behind the price war and outlines key points to check, including product specifications, payment terms, and inventory management. It helps brands, distributors, and bar operators assess the impact of price cuts rationally and identify opportunities for differentiated business strategies.