In 1994, Lijia invested and built a factory in Hainan. In 1996, Ricard beer was launched in Hainan. Today, Lijia Beer occupies more than 80% of the Hainan beer market, and has become a "hop" blooming on the tropical island - at this time, people in the northern country have already put on winter clothes. The cold wind outside at night makes the streets deserted, and the ways people spend their time have become sparse and monotonous. They may sit in front of the TV and constantly change channels, or sit around the fire and have a few drinks. Burning knives like fire.
On Hainan Island, the night breeze is cool in November. Late at night, there are still men and women wearing half-sleeved clothes and pants, lingering on the seaside shrouded in night, whispering under the breeze of the sea. Eating barbecue and drinking cold beer, people are still enjoying the cool nights in the southern winter.
The topic of leisure time is indispensable for the anecdotes from the mountains and the sea. Since we are both "wine people", the topic naturally turned to wine.
Mr. Wang from Inner Mongolia talks freely about wine. He said: "When I first came to the island in 2005, I saw all the 'Ricard' signs all over the street, and I thought it was a huge restaurant chain." Later he learned that "Ricard" is Hainan's local beer and is deeply loved by the public. Popular with local residents and foreign tourists. After a few years, Mr. Wang has become a loyal consumer of Ricard beer. In his words, Ricard beer "looks high-end and tastes sweet" and "it tastes so good that it's not overpowering, so why not choose it"!
Old Lin is in his 50s and a native of Haikou. Lao Lin recalled that in the early 1990s, there was no real local beer in Hainan. At that time, "Le Cordon Bleu", "San Miguel" and "Royal Girl" beer brands dominated the world. But after Ricard entered Hainan, most of the various beer brands on the market disappeared. Nowadays, when you walk into restaurants, barbecue gardens, and bars, there are signs saying "Nothing but Ricard" everywhere. Most people are drinking Ricard. The red bottle is Ricard Red Crown, and the green bottle is Ricard. Refreshing, the white bottle is Lijia ice beer.
When talking about why he fell in love with Ricard beer, Lao Lin said that the formation of this habit is not only because of the good taste of Ricard beer, but also because of Ricard's unique promotional culture. He said that Lijia's promotion is eye-catching - this "highlight" is "Lijia Mei" (beer promotion lady). Beer ladies are a special sales promotion medium introduced to Hainan by the Asia-Pacific people. Hainanese people’s consumption consciousness of drinking Liga beer was awakened and stimulated by this group of beautiful promotional ladies. When drinking, the attentive Ms. Lijia pours you wine and recommends it enthusiastically. With such a diligent and beautiful Miss Ricard serving you, what else can you be dissatisfied with? Drink beer, of course, drink Ricard beer. Today, Ricard Beer occupies more than 80% of the Hainan beer market. It seems that it has become a "hop" blooming on the tropical island.
In 1994, Lijia invested and built a factory in Hainan. In 1996, Ricard beer entered the Hainan market. At that time, the Asia-Pacific people had already established the ambition to occupy the Hainan market and expand nationwide. The now-familiar advertising slogan “There is no one else in my eyes but Lijia” was a big move of Asia Pacific Brewing at that time. In order to impress consumers at the first moment after entering the Hainan market with exquisite outer packaging and easy-to-remember advertising slogans, Asia Pacific invested heavily in cooperation with Ogilvy, an international 4A-level advertising company. Looking back, Asia Pacific’s high investment was definitely worth it. In 1996, Ricard entered the Hainan market and occupied 20% of the market share that year. In 1998, Ricard became the number one beer brand in Hainan, securing the top spot in the market with an absolute advantage.
Why did Ricard choose to build a factory in Hainan? Huang Haohuan, general manager of Hainan Asia Pacific Company, said that in 1994, Singapore Asia Pacific Group saw the huge market potential in China and decided to invest in and build a brewery in China. , this idea has received strong support from the Hainan Provincial Government. At that time, Hainan did not have a large-scale brewery. Taking into account the preferential investment policies, high-quality water resources, and many advantages of tropical and subtropical climate characteristics of the Hainan Special Economic Zone, after weighing the pros and cons, Singapore Asia Pacific Group finally chose to build a factory in Hainan.
Nowadays, Ricard beer brewed with Hainan’s good water can be drunk in Guangdong, Hunan, Guangxi, and Yunnan, and the Ricard brand also participated in the 2008 Beijing Olympics with its sponsorship of the Chinese women’s sand volleyball team. The achievements created are renowned throughout the country.
Hainan Asia Pacific Brewery Co., Ltd.
Hainan Asia Pacific Brewery Co., Ltd. is an investment company in China invested by Singapore's Asia Pacific Breweries (APBL) Group and the Dutch Heineken Brewery Group. of wholly foreign-owned enterprises. The company is located in Jinpan Industrial Development Zone. Since it was put into production in May 1997, the famous brands of Anchor beer, Tiger beer and Aoke beer have been sold in Hainan and mainland China markets. Gradually achieved success and won an international gold medal.