Qingdao Beer, Yan beer capital peak on summary

Huge Beijing beer market make Tsingtao bait, Tiger wins food both might give life again after the success.

Qingdao Beer Northern sales company General Manager sui draw understand that captured the market, must swallow Beijing yanjing beer market territory, unplug it in Beijing.

From January 9th to bring "big plus" massive attack in Beijing market, sui draw have been plotting break yanjing strong sales network.

Just a few months, Qingdao Beer big-you have a firm foothold in Beijing market. After entering the season June, Qingdao Beer blitzes to further strengthen the community.

Winner sui draw is given: "according to this trend, the whole year is expected only one large superior products are expected to achieve 10% market share. "10% in a market share is not prominent, but in Beijing beer market, the market share of 10% has a special significance, this marks the Beijing market competition has changed dramatically.

For Qingdao Beer aggressive offensive, yanjing nature cannot sit back and launch a counterattack. Yan beer Chairman Li fucheng in late May of yanjing Beer Festival Press Conference, saying: "we have Qingdao Beer fire pressure to the intersection of urban and rural areas. "He even assert Qingdao Beer's strategy will fail.

Low-priced "Qingdao big u" deductive street fighting storm

In Beijing yanjing beer takes up most of the low-end market, in, into a local one. Other beer brand both motherfuckers on Beijing market sentiment, and are unable to compete with positive, have adopted different strategies of market segments, attacking niches.

While this attack of Muscovy, Qingdao Beer capital market, has continued the Qingdao Beer's ambitious, high-profile entry, fully under way, to humans and to a "decisive battle", a big event.

January 9, siege high-sounding sui draw plans, announced and issued swear "in 10 days after the occupation of 3 000 retail outlets", the time in the beer market in failing to wind the crane.

Sui's voice did not fall, Beijing market, coming from Qingdao Beer mid-market yanjing base camp news.

Qingdao Beer of heavy weapon is a "for yanjing beer, Qingdao big u" in Beijing comprehensive distribution, its flagship classical product "Qingdao Beer" are removed from the past, high-end into high, medium, low floor city, occupying the city streets. This will no doubt declare two Chinese beer giant foot soldiers in the city for the first time.

At the same time, 500 van delivery vehicles and 1000 tricycle quietly through the streets of Beijing, production in Beijing, Qingdao Beer big u start in Beijing market distribution, products to the community. This means that, in brewing 3 years later, Qingdao Beer finally began to proclaim the yanjing beer.

Especially the low-end market, Qingdao Beer launches $ 1 more than the price of beer, for the occupation of local low-end market yanjing beer run, this is a black tiger took heart.

This is Qingdao Beer second storm of Beijing. In August 2000, brandished a knife leaping into the country's "passion" period, Qingdao Beer to 2250 million holdings Beijing five star and three-ring, one foot into the door of the swallows beer. In April 2001, Beijing five star brewery and three central brewery was formally named Beijing five star Qingdao Beer and Beijing, Qingdao three rings of beer.

Five star and three-ring two brands make Tsingtao in Beijing has a production capacity of 40 000 tonnes, but the layout is focused primarily on middle and high-end markets. 3 years, Qingdao Beer in Beijing market did not play much spray. This time, Qingdao Beer on the two plant redesign, Yan beer the mainstream products, promotion of low-price strategy in Beijing, a bottle of wine sold in $ 1 $-1.5.

Market strategy in the war. Season coming, Qingdao Beer Beijing Raiders quietly transformation. Sui draw introduction, with effect from May 31, Qingdao Beer has changed the original 3000 more distribution officers simply attack Terminal mode, switch to the "direct + direct for" strategy, the desire to Yan beer launched a new round of attacks.

For the current policy, sui draw explained that progress against market, Qingdao Beer has been gradually replaced by the pure marketing MLM and direct for the combination of channel strategy, wholesalers not directly through the intermediate links will be greatly superior beer delivered to sales terminal. Some overlook the small community of yanjing wholesale points will become a large community of Qingdao Beer launching the strategy's main strength.

Most bragging or in the capital market to obtain the results of the stage. Sui draw, Qingdao beer sales in Beijing the "incredible", from January to may, Qingdao Beer launched in Beijing new large superior sales have reached last year's sales doubled. "The entire may, Qingdao beer sales every day at around 4 million boxes." Moreover, Qingdao Beer big you have successfully entered the Beijing 1500 more residents of the community.

Sui said, in order to seize on the base of yanjing market, Qingdao Beer has established its own "special forces" — 3 000 retail Terminal sales team, and be prepared to show profits throughout tens of millions mad hit Beijing market.

More than 3000 dress uniform with "Qingdao Beer" of Courier is undoubtedly the most beautiful capital this year, the scenery line. Qingdao Beer launched in Beijing on 4 large superior new months, to allow for direct in Beijing has more than 600, for distribution of far more than 3000 people early estimated. So staffing is to complete its elaborate set of community projects.

To make Community green beer works smoothly, sui also describes road, Qingdao Beer for Beijing beer consumption characteristics, this summer will be held in various communities, various activities, including the beer to a consumer's door, to taste and buy, buy 5 bottles of Grand superior beer spot free 1 bottle. In addition to activities, consumers can also buy beer integral, play games, etc. It is expected that as at the end of September this year, Qingdao Beer will hold similar events around 1500-2000 field.

So dedicated

, Qingdao Beer storm mind is very straightforward. Sui draw, Qingdao Beer big u "community projects" is Qingdao Beer expanded Beijing market share important strategy, current 4 million boxes is only the beginning of the season, if sales further sales growth, Qingdao beer market share in the community will certainly be more than 10%.

Sui draw even called for tapping the Beijing market, Qingdao Beer headquarters is planned for today and tomorrow two years regardless of income, as long as the market.

"Exclusive" Protocol to suppress Qingdao Beer storm

Qingdao Beer to more than 10 per cent of Beijing market share, it is clear to the "dynamic-beer cheese." To this end, Yan beer is clearly unacceptable.

Li fucheng witnessed Qingdao Beer in the capital, and launched a counterattack.

Most irritated, Li fucheng solely through two months of distribution, in Beijing, many communities of commissary had already can see "Qingdao big u" figure, they and yanjing 11 ° cleanlily type beer pendulum and slightly lower 1.5 RMB/bottle price competition for markets.

And consolidate the Beijing yanjing beer market, the most important weapon is 630ml Pack 11 ° cleanlily type of beer. Yanjing 11 °-refreshing beer has 18 years of history, today it has become China's biggest selling single varieties, is the market leading product of beer.

In the face of Qingdao Beer of an inch into the best offensive, yanjing decided to 11 ° refreshing beer do some small "contour surgery": all 11 ° cleanlily type beer trademark from the original simple oval all replaced with square top brand, and increase. Prior to this, the yanjing beer also put this trademark printing methods changed by offset printing flexographic printing, the bottle from the original instead single ring double ring, resistance to internal pressure from the original 6 kg to 10 kg; in beer bottles, all along, 11 ° cleanlily type beer bottles mainly revolving cylinder production.

Yanjing beer to make a full charge in the low-end Bowen, "We hope to foster a real fast, convenient way to purchase, so that different consumers on different occasions to his own want of yanjing beer. "Li fucheng said that, in order to launch a cool beer like 11 ° in the low-end market that survive of high-end beer, yanjing beer started to focus on the development of new products, such as the true color of beer to specialize in bar, suitable for fashion people Party beer.

In the sales channel, does not shy away from yanjing yanjing and dealer between "exclusiveness" of the agreement. Currently, there are 160 in Beijing yanjing level merchants, 900 + secondary wholesalers, distributors, and yanjing stable cooperative relationship, and the Qingdao Beer is the most deadly combat is in agreement reseller does not sell other brands of beer.

Starting from February, yanjing beer wholesalers from straight tube level to straight tube secondary wholesalers; and secondary wholesalers signed an agreement in Beijing: don't sell competitive products. The channel central administration gradually down to yanjing beer on channel control will be further strengthened.

It is obvious that strengthening cooperation with L2 dealer is targeted at Tsingtao in Beijing.

Direct marketing strategy for Tsingtao, yanjing beer does not abandon direct sales channel on this important battle. Yanjing beer of two sales departments also deployed sales in supermarkets, restaurants in these terminal care. Before, a large number of quality-type of Terminal is already firmly in control in the hands of the yanjing beer, in the future there will be more high quality terminal into yanjing network. Li fucheng said yanjing beer sales department, sales of five of the more than 300 sales quantities in further expansion.

In advertising, in the face of the "greater good" aggressive assault situation, Yan beer is further strengthened "fresh" yanjing features; and advertising, further stabilize the original policy, continue to consolidate the existing market.

"Competition, operating pressure, every day. "Li fucheng said that 20 years, yanjing beer has undergone more than 20 domestic and international brands of attack but Beijing from 1999 up to 50 per cent market share, to 92 per cent of the share of last year, yanjing beer from beginning to end, would" firmly consolidate Beijing market "as the most basic of marketing strategies.

Big mudslinging

Beijing beer wars from channels, products, advertising, and so increase the tit-for-the war of words, more is hostile.

For the opponent's attack, in Yin beer appears to be at the rally, done a little. Li fucheng think, Qingdao Beer so-called change sales model, competing for market share is in the "bluff". He also said that their information is "Tsingtao direct sales team only 800 people, and this 800 direct sales teams are unstable, and there are a lot of people have been quietly withdraw." He thought: "Qingdao Beer of direct marketing tactics has been confronting the threat of failure. ”

But now that sui draw Tsingtao direct sales team has 1500 people, and strongly deny Qingdao Beer had withdrawn chengbaqu market.

In Beijing the "production" beer, Qingdao big u at the beginning of the year announced in 10 days after the occupation of 3 000 retail outlets, remain silent-beer challenge in early June that Qingdao Beer is in.

For the "3 million retail outlets" this very sensitive digital, Li fucheng evaluation was very positive: "this is not possible, Beijing has also not so many retail outlets".

Qingdao Beer, tit, Qingdao Beer in the hands of the 3 000 outlets are precise to the site, the owners name, phone number, however, Qingdao Beer believe Beijing dot far more than the 3 000, and in the development and expansion. At the same time, sui draw said: "If the yanjing suppose Beijing market retail Terminal is also less than 3 000, that we are a very good thing, because it means that it is willing to give up most of the outlets, not competition. ”

For Qingdao Beer selection direct sales model, sui draw view, mainly in

The client and the Community market expanded comprehensive offensive. Qingdao Beer in Beijing to form their own professional team, thus sending wine firmly live sales channels.

For this, is trying to say Li fucheng, Qingdao Beer selection direct sales in fact there are many potential causes, their original dealer has arrears of agents at all levels, an enterprise should be faith, otherwise, the company did not good. Moreover, this mode is not new.

For anyone who wants to make a difference in Beijing market of beer manufacturers who must face of yanjing is a powerful opponent. By virtue of the landlord's advantage and 25 years of local reputation, has been living in Beijing yanjing beer market with comprehensive sales of beer. In 2004, statistics show that yanjing beer with annual sales of more than 280 million tons, up Beijing market ordinary beer 92% market share.

Qingdao Beer this year in Beijing is filled with gunpowder, and declared that "no one brand over 90 per cent of the market share is not normal," which targeted yanjing beer.

For sui draw declared war, Li fucheng counterattack: Qingdao Beer to say our monopoly, monopoly prices you to competition, 90 per cent of the market share is a long-term focus on product quality dry out, do not "eat no sour grapes."

Qingdao Beer this punch Beijing choose selling point is the raw material, they will be a new product named "greater good". To this end, a senior disdain yanjing to think "big plus" might become "big bad", in 2005, yanjing beer and again in cleanlily type product water to increase the pace of technical update.

In order to concentrate on the market in Beijing, Qingdao beer from Headquarters or even in February stopped another low-end beer — "Qingdao mass production".

The end of may, yanjing Vice Chairman Dai Yung full disclosure, in fact, early in 2000 the young beer is successively in Beijing is pushing "Qingdao Beer 1903 (Special Beijing)" and "Qingdao mass" and not "Tsingtao-Qingdao beer at the end of 2004 before realizing Beijing, Qingdao Beer production" has been called to enter into Beijing, continue until now, these two beer had barely arrived, the rest is now "big plus" (Qingdao Beer big bottle), it is Qingdao Beer against Beijing's third-generation products.

For yanjing executives questioned, after a day, Qingdao Beer's reply stated that "' Qingdao Beer 1903 ' and ' Qingdao mass ' these two products are Qingdao brand umbrella brand, Vice-President of product trademarks are different, this and we use the launch of the trade mark ' Qingdao Beer big u ' absolutely not the same. ”

In Yan beer amidst questioned, no disguising the sui draw Qingdao Beer of ambitious goals, by 2008, to the high-end market share from the current 10% to 40%, the low end market is up to the present, less than 5% growth to more than 30%.

In the face of the opponent's impact, Li fucheng just light drawing dimmed to indicate that in Beijing beer market, and not who wanted to do was done.

For Qingdao Beer recently on different occasions and yanjing par approach with regard to think someone is yanjing "hype" and as "the use of the media's attention to the campaign."

Nozzle war escalation of signs, with the arrival of the peak season beer sales, Beijing beer market in this field and defensive wars seems to be difficult to avoid at any moment.

Fight for the just beginning

In Tsingtao in Beijing after 4 months, the Beijing beer market of offensive and defensive wars just.

As hotly contested military strategist, Beijing while gathered in over 20 international and domestic brands in contention, but in addition to the high-end market, Qingdao, Budweiser, Corona over yanjing, low-end market yanjing almost a Commission.

2005 beer market competition will focus on Enterprise reorganization and subdivides the market street fighting and expand, Beijing as a strategic city, will lead the national beer predators ' attention.

Yanjing Beijing takes up the weather, its location and personal connections, all entrants before forming an impregnable fortress. China resource snow though Marketing Center moved to Beijing, but has yet to launch Beijing Raiders. Beijing beer early last year in Japan Asahi beer's support, also claimed that enter the household consumption, but also the current strength and yanjing far cry.

The Qingdao Beer run, the current market share is higher in the South and Northwest, in Beijing's market share is relatively low. The Qingdao Beer and yanjing Beijing, determined to hunt.

Compared with three years ago, today the national beer pattern has undergone major changes, although to Qingdao Beer, yanjing beer giant China largest domestic market in the main lead of uncertain situation has not changed, but the inner strength between beer giant comparative has quietly change, Qingdao Beer basically completed the layout of the national strategy.

Comparison with the previous, Qingdao Beer and yanjing, actually just a location. In the last three years, the Harvard-Yenching busy "catch up"-the ring, the acquisition of yanjing invest a great deal throughout the brewery; from the geographical point of view, the yanjing also has developed into a real national beer company. But this time the yanjing, and three years ago in Qingdao Beer, large-scale mergers, there is an urgent need for internal consolidation.

However at the end of 2004, Qingdao Beer is pronounced on the consolidation of subsidiaries throughout has been brought to a paragraph, according to reports, "three years of systems integration" road, Qingdao Beer has completed the "adjust the subgrade and the track" task, and entered a fast track. At this point, perhaps Peng zuoyi said "adjustment" has ended, but the big jinzhiguo plate collision has arrived.

Today, perhaps in Tsingtao, storm is ripe for Beijing.

As far as domestic consumption research institutions published survey data show that in Beijing, Qingdao beer brand awareness was slightly higher than the yanjing, both sides

All 95 per cent, but the penetration rate reached 80 per cent and the Harvard-Yenching Qingdao Beer less than 10 per cent. "The contrast is in fact an opportunity," industry analysts believe that this means that the Qingdao Beer as soon as you address the channels and positioning of the product, you have the initiative.

Currently, Qingdao Beer in the Beijing area already have their own stable of a group of consumers, many people recognized five star beer's taste is very new, but according to reports, the three-ring production of Qingdao landscape of middle market sales in Beijing is very good brand.

One hundred years of history, is China's first beer brand, one is the absolute leader in beer market. For Tsingtao, Beijing is offensive, as long as the input of the likelihood of its success is high, while the defensive of yanjing, although with up to 92% market share, but it is too high market share to their great psychological burden, if the product positioning is accurate, its market share increase in space is not large, but once the promotional tools do not have access to the vast number of consumers agree that will directly lead to sales, then the landslide of Coca-Cola in painful problems.

Compete in the market easily, Paul exalted position difficult. Yanjing maximum advantage to become its future market is easiest to invasive soft ribs, which will allow to take into account the developments in the yen-beer.

Nevertheless, sui draw has admitted, Qingdao Beer in Beijing market share of less than 10%, for a controlled by Yan beer firmly in the hands of the market, Qingdao Beer to go is not easy.

Visit to Beijing, Qingdao Beer is the potential to be, but from Qingdao Beer of policy and market competitors, Qingdao Beer also passing the three gateways.

First of all, from Qingdao Beer strategic point of view, in the low end market and yanjing collision directly, thus the formation of yanjing direct threats to the advantage of by preemption yanjing market, the brand of yanjing, thus forming the destruction in the capital market formation pressure on yanjing. In fact Qingdao Beer more wunaizhiju, because five star beer and three rings in Beijing has been difficult. But directly take Qingdao brand play low-end market, Qingdao brand resulted in self-injury, one brand image from high to low, the second is if in Beijing market failure, the Qingdao in capital market formation in an unfavourable situation. How to attack Beijing market, not to hurt and their brand is Qingdao Beer to the first one.

Secondly, Qingdao Beer's main competitors yanjing Beijing well-grounded. The 90 per cent of market share for yanjing beer was calm, Deputy General Manager for yanjing Ding Guang learn words, is the market share is quality. At the same time there in Beijing yanjing 3000 + Terminal, become yanjing bridgehead. Qingdao Beer to Beijing market increase market share, large-scale shop alone is not enough, in the key of paved, the consumer is not recognized. After all, yanjing Beijing or the consumer's choice.

In addition, the Beijing beer market will grow as the 2008 Olympic Games draws near, the competition will become red-hot. Beijing for any brewery is a big market, especially the Beijing 2008 Olympic Games to bring more business opportunities, and also the brewery to show the world a good brand image. CRC has a factory in Tianjin, Tianjin gradually monopoly, it has long been coveted for Beijing, and this year the Jinwei plant in Tianjin announced that their target market would aim at Beijing, aiming at the 2008 Olympic Games, numerous competitors join also the cross in front of Tsingtao.

Qingdao Beer this guru is the capital city, but in the next few years, the capital of the beer market war skirmish.

Past quiet city beer market, are lifted, a rough wind farm in the beer market of fierce battle already. Qingdao Beer three years practicing the availability of "deliberate", you can see.