Chapter 6: Qingdao’s famous brand corporate culture

Section 4: Tsingtao Beer culture that has been fragrant for a century

1. Introduction to Tsingtao Beer Group

Tsingtao Beer Co., Ltd. is a national large-scale enterprise. Its predecessor is the state-owned Tsingtao Brewery. It was founded in 1903 and is the oldest beer production enterprise in my country. The clear and sweet Laoshan spring water provides it with a steady stream of high-quality brewing water, supplemented by traditional German brewing techniques. As soon as the product was launched, it was famous at home and abroad for its white and delicate foam, clear and transparent liquor, and mellow and refreshing taste. In 1906, Tsingtao Brewery won the first international award for the Chinese beer industry - the gold medal at the Munich International Fair in Germany. After the founding of the People's Republic of China, Tsingtao Beer combined traditional brewing technology with modern production equipment, continued reform and innovation, and strived for excellence, creating a modern miracle of Tsingtao Beer's outstanding quality and its century-old gold medal.

After the reform and opening up, Tsingtao Beer has won many gold medals in international competitions held around the world, becoming the most well-known brand of Chinese products in the international market. In the 1980s, it topped the list three times in the American International Beer Competition; in 1991, 1993, and 1997, it won gold medals in international competitions in Belgium, Singapore, and Spain respectively; in 1999, it was selected as one of the top 50 brands in Asia as the only product from mainland China. . As early as the 1920s and 1930s, Tsingtao Beer began to be exported to Southeast Asia and was known as a "high-quality domestic product." After the founding of the People's Republic of China, the scale of exports has continued to increase. It has been sold to more than 40 countries and regions around the world, accounting for more than 50% of China's total beer exports, ranking first in the domestic industry.

In 1991, Tsingtao Beer was selected into the first Top Ten Well-known Trademarks in China, becoming the first well-known trademark in the Chinese beer industry.

In 1992, with the approval of the State Council, Tsingtao Brewery became the first batch of pilot units in the country to standardize joint-stock reform. In 1993, it was listed on the Hong Kong Stock Exchange, becoming the first mainland Chinese company to publicly issue shares and list overseas. In the same year, the company publicly issued A shares on the Shanghai Stock Exchange.

Since the "Ninth Five-Year Plan", Tsingtao Brewery, driven by the "big brand strategy" and customer-centric, has established and implemented "freshness management", "high starting point development, low-cost expansion" , "Market Network Construction" and other strategic decisions have achieved leapfrog and extraordinary development. Utilizing its own brand, technology, management and other advantages, Tsingtao Brewery implemented a "brand-driven" asset reorganization and took the lead in setting off a wave of mergers and acquisitions across the country.

At present, Tsingtao Brewery has established its own production bases in 17 provinces and cities across the country, and established and improved a nationwide marketing network, seizing the strategic commanding heights. Beer production capacity, brand value, production and sales volume, sales revenue, market share, total profits and taxes, etc. all rank first in the domestic industry, becoming the beer enterprise with the largest production scale and export volume in China.

Entering the new century, Tsingtao Brewery has put forward the goal of building an international company. Based on the principle of "combining rapid development with stable operations, combining key development with comprehensive promotion", it focuses on "systematic Integration, mechanism innovation, and improvement of core competitiveness", accelerate the implementation of strategic adjustments, and realize the transformation from "making it bigger and stronger" to "making it stronger and bigger", from focusing on "expanding reproduction by extension" to focusing on "connotation" Transform from "extensive management" to "refined management" to focus on "expanding reproduction", and achieve simultaneous growth in main brand sales and total sales, production scale and corporate economic benefits.

In 2001, Tsingtao Brewery was named one of the "Most Respected Companies in China" and won the National Quality Management Award in 2002. In 2002, the brand value was 7.583 billion yuan, making it the number one brand in China's beer industry. Adhering to the concepts of "building a brand with quality and entering the market with brand" and "investing in quality means investing in the market", Tsingtao Beer's management level has become increasingly advanced and its brand advantages have become increasingly obvious.

A century-old journey has created Tsingtao Beer’s century monument. Facing the new century, Tsingtao Brewery will continue to unswervingly implement the "big name" strategy, build a learning enterprise, enhance learning and innovation capabilities, improve core competitiveness, create an international company, and create value in the international market. Experts, leaders and superstars in the Chinese beer market, creating maximum value for shareholders, employees and stakeholders.

In 2003, it entered the top ten beers in the world. In 2005, its output reached 5 million tons. In 2010, it reached 8 million tons, making it one of the top beer companies in the world.

2. Tsingtao Beer’s corporate culture

(1) Three stages of Tsingtao Beer’s corporate culture development

In the century-old development of Tsingtao Beer’s corporate culture, the construction of corporate culture It has gone through three stages: spontaneity, consciousness, development and improvement:

1. Spontaneous stage (1903-1990)

During this long period, although Tsingtao Brewery did not yet have a systematic concept of corporate culture, it was highly regarded due to some theories and principles formed in the long-term development and operation process. It is recognized and respected by employees and peers, and it has become the spiritual wealth and fine tradition of the company. During this period, corporate concepts such as "To make good wine, you must first be a good person", "Quality first, hygiene first", "Love Tsingtao Beer and devote yourself to Tsingtao Beer" have been formed. Producing high-quality beer and introducing the beer brand representing China's national industry to the world has become the sacred mission of Tsingtao Brewery people.

2. Conscious stage (1991-1996)

This period started with the organization of the first Tsingtao Beer Festival. Tsingtao Beer people began to consciously promote Tsingtao Beer's brand, corporate image and business philosophy through leadership and planned cultural behaviors. During this period, with the development of the times, Tsingtao Brewery formed many new business management concepts while its corporate scale and production and sales continued to expand. For example, after the restructuring, it was proposed to "focus on national capital and promote national spirit as the banner", which was the prototype of the later corporate purpose of "developing Tsingtao Beer and promoting national industry". In particular, the "Tsingtao Beer Visual Image Manual" (i.e. CI Manual) planned and formulated in 1996 was to unify the visual image of the enterprise, strengthen the company's surface material cultural construction, improve the image of Tsingtao Beer, and expand the popularity and reputation of Tsingtao Beer in the country. , played an important role.

3. Development and Upgrading Stage (1996 to present)

During this period, Tsingtao Brewery further realized that vigorously strengthening corporate culture construction was essential to improving the company's management level, shaping corporate image, and enhancing corporate cohesion and core competitiveness. , it is of great significance to achieve the goal of establishing a large international company. Therefore, corporate culture building activities began to be carried out in an organized, planned, concentrated and continuous manner. Focusing on the company's surface material culture, middle-level institutional culture and deep spiritual culture, a series of systems and corporate culture outlines such as the "Tsingtao Beer Visual Identity System" and Tsingtao Beer Management Model have been formed, making Tsingtao Brewery culture initially in-depth as a complete system people's hearts and had a greater impact on society.

(2) The main contents of Tsingtao Brewery’s corporate culture

Tsingtao Brewery’s corporate culture mainly includes corporate purpose, corporate spirit, corporate style, core concepts and concepts of talent, market and development. Waiting for nineteen items.

Core spirit: Forge ahead and contribute to society

Corporate purpose: Forge ahead and contribute to society

Corporate spirit: Surpass yourself and pursue excellence

Corporate goal: Create the world Well-known brand, building a world-class enterprise

Corporate product image: elegant taste, excellence

Corporate style: rigorous, serious, pragmatic and efficient

Employee image: loving the job Dedication, civility and discipline

Manager image: selfless dedication to Tsingtao Brewery, strict management of the enterprise, enthusiasm for employees, conscientiousness in work, and integrity to oneself

Corporate image: image of a capable and efficient team, image of superior quality products, image of strict and harmonious management, image of beautiful and tidy environment, image of sincere and dedicated service

Operator strategy: big name brand strategy

Sub-strategies: Excellence Super Marketing Strategy, Development and Expansion Strategy, Capital Operation Strategy, Human Resources Strategy, Technology Quality Strategy Group

The dominant concepts of Tsingtao Brewery people:

Benefits Concept - maximizing shareholder wealth

Market concept - adapting to the market, meeting the market, discovering the market and creating the market

Service concept - faster, fresher, more friendly and more convenient

Quality concept - high, precise, strict and meticulous

Talent concept - respecting the virtuous and using capable talents as the basis

Development concept - high starting point development and low cost expansion

Concept of technological innovation - exploring brand advantages and leading the trend of the times

Concept of resource and environmental protection - cherishing resources, protecting the environment and caring for future harmonious development

In summary, Tsingtao Beer's corporate culture embodies traditional culture and advanced management The unity of ideas embodies the lofty social mission of Tsingtao Brewery people, the spirit of continuous improvement and pursuit of excellence, the management core of combining scientific and strict management with harmonious interpersonal relationships, and the belief that quality is life and that in The idea of ??striving for excellence in quality reflects the idea of ??being market-oriented, customer-centered, and serving consumers wholeheartedly.