Product name: Snow Pure Draft Beer

Capacity: 500ml

Original wort degree: 9 P

Origin: Liaoning, Anhui , Jiangsu, Zhejiang, Sichuan

Product description: Pure draft beer, advanced membrane filtration technology, retains more nutrients

while having a pure and smooth taste, it is your best choice The ultimate choice

, wonderful international taste, extraordinary taste enjoyment!

The wholesale price of Snow Beer pure raw material is 84 yuan/box, 12 bottles per box, 1 bottle is 7 yuan, the market price is about 7.50-8.00 yuan

Let’s talk about mushrooms in detail Strategy

The process of Snow Beer going nationwide is not very long. It only started to become a national brand in 2002. Before 2002, Snow Beer was relatively a regional brand with good sales in the Northeast. At that time, the sales volume was only 300,000 to 400,000 tons, which is the current sales volume of one brand. . Then why not do it before 2002? China Resources Snow Beer, a company that entered the beer industry in 1994, did not build a national brand, which is related to its past strategies and strategies. Because the company's strategy in the past has always emphasized regional dominance, the mushroom strategy mentioned in the media is real. The mushroom strategy was developed after Ning Gaoning, SAB, Wang Qun, etc. discussed the entire beer development situation in China at that time. , believes that mushroom strategy is a very important principle in acquisitions and development.

Why? Because the sales radius of beer is only 200 kilometers, but now it is more. It used to be 150 kilometers, which is about the same. Now it is getting better and better to use expressways, which is within 200 to 300 kilometers. Its transportation radius is within such a range. , if it exceeds this range to make China's mainstream wine, it will not be able to bear the cost. Why? This is because bottles must be recycled, and mainstream wine must be recycled. Eighty or ninety percent of China's entire beer market is dominated by mainstream wine, with high-end wine accounting for only a dozen percent. Therefore, among the 30 million tons, most of the wine appears in the form of plastic boxes, bundles and bundles, especially in the form of plastic boxes, so its bottle return is a very big problem. , even if the wine is sold, the bottle has to be shipped back, because it can be used again.

The starting point of the mushroom strategy is also related to this. If you make beer in China, if you are in a region without a production plant, it will be difficult for you to occupy a large share of the beer market. In terms of share, if you want to achieve share in the regional market, you must have points in the region. All strategies of China Resources Beer are derived from the mushroom strategy. From layout to branding to market goals, everything is centered around this mushroom strategy. What is a mushroom strategy? In fact, it is very simple. There was no such definition at the time. At that time, Mr. Ning said that this is just like growing mushrooms, which means that you must form a factory in this area, and then rely on this factory to establish your strong position in this area. Dominant position, that is to say occupying a large share of the local area, is your goal. So how wide is your scope? It should be based on the scope of about 200 kilometers. It is determined that you must occupy a certain share before you can make money, and your returns are not bad, and your brand and your market share are A certain basis, this is the mushroom strategy, a partial mushroom strategy.

Then after planting mushrooms in this area, you can go to another area to plant another mushroom, and the other mushroom will do the same. After that, these mushrooms will support each other. When appropriate, The best chance should be to connect these mushrooms into pieces. The so-called mushroom strategy is like this. Therefore, this kind of mushroom thinking is reflected in Northeast China and many other regions.

For example, after we acquired the first factory in Shenyang, it was first planted in the middle suburban county of Shenyang. It had a certain share within a certain range, and then the second mushroom was planted a little bigger, and then a bigger one. Point all the way to the area around Anshan to form a dominant position. Then it acquired again in Anshan to form a certain position, then planted a mushroom in Changchun City, and finally planted a mushroom in Harbin. The entire strategic layout and market strategy of Northeast China came from this. Therefore, in the end, within the area around where our factory is located, China Resources Beer has a relatively large share, most of which are dominant shares, and a small part is the number one share. Now you can see clearly the layout of the country. All the first- and second-tier cities in Liaoning, all the first- and second-tier cities in Sichuan, and the first- and second-tier cities in Anhui are all laid out like this, with mushrooms connected into one piece. , then this share is very effective.

What if there are no connected areas, such as in Beijing and Tianjin? Tianjin also wants to grow mushrooms, the same is true in Wuhan, and maybe in Jiangsu and Zhejiang in the future

It's all like this. So this is a very critical issue, because if this issue is not resolved, it will be difficult to digest the acquired company, and it will become a burden like some other beer groups. If you don't have such a strategic goal, some companies may be beaten to pieces. It will be difficult for them to improve their market share. They will get worse and worse and have less and less funds. In the end, they will face extinction. In the long run, Since then, it has become a burden for the company, and China Resources Beer has relatively little in this regard.

After integration and management, our goal is to implement this strategy in one to three years. This is basically done in all regions. Then why are some newspapers saying that China Resources Beer entered this region by buying large factories and buying large shares? This is true. There are two outstanding examples. The first is Shenyang; the second is Chengdu. This is very obvious. , Wuhan was not as high as it is now, but it still had a certain share, but it was not the same in other places. For example, in Tianjin, when we first entered, our share was less than 20%, but now it is 78%. At that time, Wuhan had already reached 70, and now we have reached 85. Then Hefei, when we entered Hefei, the brewery was out of production, and it actually had no wine, which means that its share was basically Yes no. Well, now everyone in Hefei also knows that when we competed with Longjin, we finally achieved 60% share. When Hefei City achieved 60% share, Longjin was finally acquired by us, but originally Hefei did not have us. Of wine, these are some examples.

These all account for a large share, and there is another one that does not currently occupy a large share, but is doing well now, such as Changchun City. In the past, Huadan Liquor could not be sold in Changchun. Huadan Liquor is very popular around Jilin. Under the traditional planned economy in the past, people in Changchun could only drink Huadan Liquor by producing batches of slivers. Before the acquisition of this factory, it had no plans to enter Changchun City. Changchun City used to start from zero. After our acquisition, we now have a 45 to 50 share, ranking first. The Changchun market is evenly divided among the three companies, Harbin Beer accounts for 20%, and Jinshibai accounts for 25 to 30%.

Another example is that we currently occupy the second place. For example, in Harbin, the new Samsung factory in Harbin has a very early history. In terms of the history of the New Samsung factory itself, they trace the history back even earlier than Harbin Beer, because Harbin Beer’s so-called 100-year history refers to a wine workshop in Harbin, but that wine workshop is not Harbin Beer. Harbin Brewery is a very young brewery. But what he said makes sense, because the original brewery has long since disappeared. Harbin Beer is a state-owned beer, but its history is shorter than that of New Samsung. In the past, New Samsung was the largest beer in Harbin. Brewery, Premier Zhou seems to have mentioned it back then. It was still called Samsung Beer at that time. When we say we have three stars and we have five stars, we are referring to this three-star brewery. It has a very early history, and Harbin Beer has always occupied a large share. .

But when we acquired them, the state-owned enterprises were all the same. We found that all state-owned enterprises across the country followed the same path. They were very good at the beginning, but supply exceeded demand. They grew bigger and bigger, and then they began to expand and increase investment. Then at this time, wine It was no longer enough to sell, and then after the increase, the wine was enough to sell, but it could not be sold in that much, because after its production capacity suddenly increased, it began to sell to the whole province, and the whole province was selling things, and suddenly a new factory , because its concept is more advanced than yours, it has formed a factory here, such as Harbin Beer, West Lake and Qian Beer, which I will talk about later, are the same example, they are replicas of New Samsung, exactly the same. Then they were sold throughout the province, sold everywhere, all the way to North Korea, and all the way to the border with Russia. New Samsung wine was everywhere. Finally, after waiting for a few years, I suddenly discovered that there were no New Samsung wines in Harbin. It was because others occupied a large share of the total market. Then your wines would be far away and the cost would be very high. In the end, it would not work. Qianjiang, China Beer and New Samsung Beer all followed the same path, and finally formed a joint venture with China Resources. When we took over New Samsung, New Samsung only had a share of 12 to 15, and the rest were owned by Harbin Beer. But now we have a share of 43

, but we are also second, with the first There is still a gap of more than 10, which is what the mushroom strategy is about.

From this strategy, you can also see that its main focus is not on establishing a national brand, but on establishing regional advantages. Therefore, relatively speaking, it attaches great importance to regional brands. This is its the core of the entire strategy. Then there is another point about the promotion of national brands. In fact, China Resources Snow Beer has been researching it a long time ago. So why didn’t we do it? Because relatively speaking, the places it acquired were still regional. It could not be sold in many places across the country, or in a large area, because its factory was still relatively isolated at that time, and the mushrooms were not completely connected.

Choose to be a national brand

Why did you start to be a national brand in 2002? At the beginning of 2002, China Resources Beer's layout had already been implemented in Liaoning, Heilongjiang and Jilin in Northeast China, and in Tianjin, Sichuan and Anhui. In 2002, under such a large situation, we thought that there were already many factories in Northeast China, Tianjin, Anhui, and Sichuan provinces, which already had the foundation to build national brands, so starting from 2002, we started to build national brands. sexual brand.

In fact, 2002 was the experimental nationwide sales of Snow Beer. In 2003, China Resources Beer began to launch a formal national brand building step and increased the pace. After I took over the marketing, sales and marketing work in October 2003, Snow Beer began to make some branding moves. The first one we talked about is the cooperation with Kotler Marketing Group to position China Resources Snowflake brand. This was done at the end of 2003. Intentions began to be formed in October 2003 and started at the end of 2003. This is the first action.

The second move was in May and June of 2004. We released a TV commercial. This was completely different from the previous Snow Beer TV commercials. It told a story, which was also very interesting. It's controversial. I think it's very controversial. I've read it and an expert said it. I think what he said makes sense. He thinks this story is valuable. What he means is that it may not be valuable for sales. I think what he said is right. It makes sense, but this brand is the first step in positioning, which is to let people know the story first. Why? Because there are many concepts of growth, if you want people to know what growth you are talking about and the story your brand tells, you must first give everyone a preliminary thing. We cooperated with Saatchi & Saatchi for this advertisement and invested 50 million. This was done in June and July 2004.

The third action was in July and August of 2004. We changed the name. It should be July of 2004. We announced at the end of July that we would change the company’s name to China Resources Snow Beer (China ) Co., Ltd., it is actually possible to change the name first and then later, but there is a certain reason for us to change it at this time.

The reason for changing this name is to give Snowflake a strong support, a background support, and this company.

Because in the past, the brand name of China Resources Beer was different from the company name, and it had nothing to do with it from an international perspective, because like AB and SAB, many companies internationally also follow the main brand. The name is different, especially since it is a large beer group with many brands, so it is still different.

But because we are based on making beer in mainland China, not many consumers in mainland China know AB about the beer they make now. They all know Budweiser. AB’s factory in Wuhan is not called AB Company. , called Budweiser Wuhan International Co., Ltd. All the big beer groups in China, such as Qingdao, Yanjing and Harbin Beer, are consistent with that brand. In order to better shape Snow Beer and make Snow Beer highly competitive, we changed the name of the company to China Resources Snow Beer. Because in 2004, Snow Beer was already ranked second in the industry, and its sales volume was already very high. In 2003, it reached 2.5 million tons. In 2004, we Achieving 3.1 million tons, its scale is relatively large, and its ability to support the Snow Beer brand is very strong. It was in July and August of 2004 that we made a series of actions from positioning to advertising to name.

So from the end of 2004 to the beginning of 2005, we took another action. This action was actually very natural, that is, all the packaging of Snow Beer was replaced, and all the brand logos were replaced. , the logo change was fully launched in early 2005, and preparations began at the end of 2004. So far, 40 Snow Beers sold in Beijing have been changed, and it should be one of the last varieties we change this year. In fact, most of the varieties, 95 varieties, were all replaced before May, and the replacement speed is still very fast. Therefore, the Snow Beer we see now everywhere is no longer the Snow Beer of the past. This is an action of changing one of our brand logos and all the packaging of Snow Beer. This action is actually relatively rare in the beer industry. .

I know that Tsingtao Beer has made some changes in the general logo before, but all the beers have not changed all the packaging. This time we are bolder because Snow Beer has already done so. It has reached more than one million tons, which is already in third place. In this case, we still changed the packaging of all the one million tons of snowflakes. How to change it? We have said before, that is to say, we are building a national brand. It should be consistent with the positioning. It should be a more modern and positive brand image, a logo image, and a packaging image. It should be in line with some of our 20 to 35-year-old group's understanding of packaging. This was in early 2005.

In May 2005, we started the "Bravely Go to the End of the World" activity. This activity is completely different from the past. All these five consecutive actions were performed by us in 2004. , was done in 2005, all to promote Snowflake to the status of a national brand. There are some things that have not been solved in the past, such as positioning. Snowflake does not have a positioning, but it is not suitable for this era. Development requires one. So after having this positioning, it must be communicated and the packaging must be consistent. The logo and packaging are both a kind of publicity and promotional materials. All publicity and communication sounds should be consistent with the brand. The proposition appealed to and the proposition of brand value are consistent with the emotional appeal of the brand. In fact, there is nothing you can do about this action whether you do it or not, because your positioning is like this. You must convey a consistent voice to consumers, so these are the five actions we do continuously.

We will make continuous moves in the future, but we will not deviate from this positioning or the direction of this national brand. We will always pursue a consistent voice and a consistent message, consistent with sexual resource use.

The reasons why Snow Beer wants to become a national brand: First, future competition may or will definitely be competition between brands.

This actually has two meanings, one is the competition of international brands, and the other is the competition of national brands. Of course there is competition between regions, but the competition between regions will become increasingly reduced. Second, in terms of brands launched, the brand you standardize must be a national brand. Its price is higher, its return rate is higher, and its investment rate is better. Third, in terms of resources, if I do not have a regional brand, then all my resources are domestic. In the past, I spent 300 million on the three brands, but the actual implementation for each brand was very little. But if I were to build a national brand, I might not need 300 million, but 200 million would be enough. In terms of brand investment, the effective concentration and saving of resources are obvious.

Upgraded version of "Open the lid and win prizes"

As for the whole activity of "Bravely Entering the World", I thought about it. It actually means opening the lid and winning prizes, just like opening the lid of Coca-Cola. Awards, Pepsi, Wahaha, and Master Kong are about the same. The activity of opening the lid and winning a prize is often used in beer, especially in mainstream wines. It is called "pushing the lid with a prize" or "prizing a bottle". However, this kind of prize for opening the lid is very traditional, and it is also a way to compete fiercely in terms of price. Especially in the Northeast, Harbin Beer often offers prize caps. Sometimes they give away 12 bottles in a box with prize caps. , 16 are available. In fact, this activity is about opening the lid to win prizes, which is different from the traditional fast-moving consumer goods prizes. The prizes we offer for opening the lid this time are the same as those for commonly used consumer goods, not the beer-type prizes for opening the lid. So among the national brands, this kind of prize for opening the lid is rarely used at present, and it is rarely done. In the past, there was a prize for opening the bottle, which was to write a prize on the bottle label, get another bottle and wait.

But ours is a bit like cola and other drinks that have prizes when you open the lid. It is also very neat. The first prize is Brahmaputra. The biggest prize is the exploration of Brahmaputra. . This is the last grand prize of the event, the last thing to attract attention, and a publicity point. In addition, there are many awards: Snow Beer Encouragement Award, Enjoy Growth Award, Venture into the End of the World Award, Growth Journey Award, Canyon Exploration Award and so on.

Different from “Dream China” and “Super Girl”

“Dream China” approached us before, but we did an evaluation and found that the main consumer groups of Dream China are small businesses. Girls, girls between 15 and 20 years old, those born after the 1980s, they believe in themselves more and then express themselves, sing and so on. The reason why we gave up at that time was that this consumer group was not Snowflake’s consumer group, because more than 80% of beer consumer groups are men. Moreover, beer is an impulse force and a feeling. Drinking beer will give you a very exciting feeling inside. People's state will be different after drinking beer. They dare to say things they dare not say and dare to do things they dare not do. Did it. Beer will do this, of course it's the effect of alcohol. At the same time, beer itself is a cultural thing, with many functions of relaxing, venting, and releasing stress. Relatively speaking, we believe that singing is not necessarily what Beer pursues, and our goals are not these things. So we believe that programs like Dream China, programs like Super Girl, and beer can only spread its popularity, but cannot communicate with consumers. This is my personal feeling.

The biggest differences between us and "Dream China" are two points: First, "Dream China" did this event last year and it was sponsored by someone. The second point is that the consumer group of "Dream China" will not have much relationship with the consumer group of our Snow Beer.

Brand experience circle

The concept of brand experience circle means that if you are a Snow Beer consumer, you will be in important areas or places in your life. Take time to see snowflakes, touch snowflakes, drink snowflakes, and complete this experience circle. So if you like to drink Snow Beer, I hope you will look at our website and pay attention to our advertisements when you go to work.

If you go to the mall to shop, if you like to go to Wal-Mart, Wal-Mart will have our print advertisements. If you go to Xidan, I hope there will be our billboards in Xidan. If you like traveling, you can participate in our tourism activities. If you like to go Longqingxia, there are things for our brand promotion there, thus forming a brand experience circle.