Guangdong, China has one of the most affluent, beer production only national 6.l%, profit is the profit of the national beer industry, one quarter of total ranked first in the country, is all a strength of the contested terrain of beer brands.
In this beer's military strategist, yanjing beer fresh ground to tighten the fist, with "zero oxidation, really fresh" punch, just a few months in three major leap to mainstream beer brand.
Killed in the battle of tours in South China
Prior to this, yanjing (hereinafter referred to as the "Yin-beer") has adopted instruments such as mergers, acquisitions, the country has established a dozen production base, and completed in Guangdong South China market on tree trunks — "huiquan" Fujian, Guangxi "liquan" have been included in Government and in Jiangxi, Hunan has established a strong production base and market infrastructure. And the formation of the "Southern Division", South China as a strategic priority, the intent of blocking Qingdao Beer (hereinafter referred to as "black beer") from the South to Central and South West development way, Qingdao Beer in the key areas of Guangdong South China form users.
South China traditional beer market leader for Pearl River (hereinafter referred to as the "Pearl beer") already entrenched over the years, although fubeishoudi, but relying on its many years of formation of market and brand Foundation join hands to Interbrew, still maintained as Guangdong top brand beer industry.
On the contrary, Qingdao Beer into Guangdong just three or four years, by virtue of its size, financial resources, brand, marketing, management, and other advantages, rapidly spread throughout the canton. In the first-tier cities and some important second-tier cities (Zhongshan, Dongguan, Foshan, Zhanjiang, etc.) to capture a significant share of sales of straight after the Pearl River.
China's beer industry another giant huarun beer all mergers and acquisitions, the final destination in South China. But in China the beer production base in Guangdong, also temporarily before completion is not sufficient to constitute the Guangdong market.
Has the Blue Ribbon Fengyun 1 beer, because equity disputes, internal management reasons is waning. Jinwei, Miguel, Carlsberg, etc. brand has also been difficult to accomplish something, is not sufficient to constitute a serious threat!
-Beer a bondage in Guangdong, a real strong strategic competitors only two: Qingdao Beer, Pearl beer!
Occupation of the commanding heights of Guangdong
Relative in Beijing is everywhere, it seems to be the "Yin beer white area" ... Brand recognition rate and cohesion and degree far and competitors advertising rate in some cities in understanding or even in addition to the 10 ...
Market visits in one week, one month in-depth investigation of consumers, we find: Pearl malting traditional beer market as Guangdong, although its supremacy in nearly all markets will have better performance, but enter in Qingdao Beer, Pearl beer market with a market share of a large number were eroded. Qingdao Beer shares rise, anti-Pearl beer.
Qingdao beer with low-cost expansion strategy, active involvement and occupied market and brand radiation force gradually to a three-wire market penetration. This development strategy, in the effective control of marketing costs, to obtain a high profits, it also exposed their soft ribs:
1. based on a prudent investment in advertising costs, failure to take the high ground occupation dissemination (strategic heights);
2. input based on the cost of sales, was unable to take care of the occupation of the three-wire market (strategic depth).
This results in Tsingtao in actual propagation is already in on high ground of pull, without extensive three-wire market dense network strategic depth of risk supported, to swallow beer freed up huge space for development.
In response to the green beer revealed the weaknesses, project groups and Yan-beer a consensus rapidly:
On the West of the commanding heights of the beer market communication, you must have access to the occupation of absolute advantage, from a height of television media, to the ground terminal packaging and marketing, from the powerful must have comprehensive overwhelming opponents. Rapid occupation of the three cable market, must be in the shortest possible time, gets the maximum network coverage and the Terminal, on the third line share market consolidation. On this basis, the formation of Qingdao Beer "under pressure" on the top of the Qingdao Beer actually plugging in the cable market.
Competitive Zhanjiang, beer market is white hot trend. Qingdao Beer, Pearl beer, the guarantor force add in a few years back of Zhanjiang, forming an existing relatively stable market situation, but because of its geographic location, in the Western region of the central position and strategic significance, become the first must win the most important "bridgehead".
Channel drain strived
The Terminal has always been the most important beer marketing positions and competitive focus! two beer main consumer Terminal forms, are now drinking Terminal is Yan beer brand, new product introduction of best breakthrough. But after a few rounds of intense competition, high quality channel resources (strength dealers, now drink Terminal) has basically been competing goods, carved, monopoly. This situation resulted in Yan beer in network construction faced great difficulties and resistance.
Take a look at our opponents do that:
Due to the geographical and historical reasons, Pearl beer in Western Guangdong area network layout the breadth and depth of unparalleled, making it the highest overall market share. However, due to the factory, plant structure of property rights, in the same market there are two different sales team. Two different system, resulting in a product line of chaos and diffusion of confusion.
Although Pearl beer already change the situation, but in General, the branch factory two system not yet consolidated cases, channels of chaos will continue, it is difficult to make a difference in the near future.
Qingdao Beer of products taken total distribution method is practical, Qingdao Beer through basic rights (species distribution rights) and brands attract dealers follow, participation, cooperation and coordination consisting of marketing network management market.
Their main disadvantage is that due to the lack of support from manufacturers, distributors and more emphasis on short-term returns, at the expense of brand building, cultivation, long-term investment, the maintenance of existing markets and the lack of active development, and attacking impetus.
When the market is relatively stable, manufacturers and dealers are profitable, this status is maintained, once
Experiencing strong external impact, it could lead to contradictions between manufacturers and dealers.Analysis of competitors ' channel characteristics, given the existing Yan Beer Distributor for instant noodles, beverage, and other non-current drinking terminal product distributor, operating deficiency are yin terminal market appropriate network and experience of the real situation, we developed a narrow region scope, abatement shorten the network chain, reducing the threshold, implementing channel distributors flat, implementing channel quality, enhanced terminal management basic network design principles:
1. implement the small regional distribution system to the secondary market of gear, stores, bars for the main market, dealers must be a terminal type of dealer, a small region agent.
2. management of gravitation: using human resources advantages, to market a line of and dealers in the dealer's job, business management, directly to the control Terminal, and management, guide, secondary dealers implement the depth distribution, enhance the quality and management of the dealer.
3. channel flat: perfect sound marketing network, the dealer undertakes the functions of logistics and capital flow, yanjing take feedback, marketing executive functions. Minimize sales channels, to avoid multi-level sales network lead to channel further divided up profits. To improve the end product coverage as channels.
Impact consumer mainstream
In Western Guangdong beer market, the main products are divided into basic level, high grade, high grade three grades and normal, cool, ice, pure health, special packaging (white bottle, small-capacity packaging etc) five varieties.
Through market research, we have also been able to roughly outlines the broadly in this market for beer consumption patterns:
Mainstream consumer hours: after the dinner or supper;
Mainstream consumer site: gear, bars, and restaurants;
Mainstream consumer crowd: and friends (colleagues, business partners);
Main varieties: 11 ~ 12 ° 640ml bottled beer (Qingdao 2000, Pearl River plain);
Mainstream price: 3 ~ 4 RMB/bottle (gear).
There is no doubt that the mainstream Western Guangdong beer varieties for 3 ~ 5 Yuan/extension of medium and low. This grade of products consumers select the most important is the beer tastes and prices (medium-high retaining beer even more attention to product quality, packaging), the Pearl in this market for many years, already have a large number of loyal consumers, products virtually in every corner. And Qingdao 2000 beer in the rise of Zhanjiang, in addition to its national brand influence, its taste (relatively common in the Pearl River, the guarantor force add fresh) and price (as opposed to pure health, super-cool) comprehensive price ratio advantage played a considerable role. Qingdao 2000 already in the consumers mind Zhanjiang established its mainstream price (3 ~ 5 Yuan/extension) beer in best quality (taste).
Qingdao beer market share in Western Guangdong, also comes from this variety.
But is this a nest beer grades of yanjing refreshing beer has entered in few years, whether it's product packaging, flavors and varieties, have no obvious feature and highlight the advantages of the "cool" as the main push varieties, insufficient to life and impact have a solid market base, has been recognized by most consumer awareness of the Pearl and Qingdao 2000.
The new concept of refined products
Another major issue from how to shape the yanjing beer brand. Let brand positioning takes place in the spiritual level, so that the interest in the material aspects of the product highlights to achieve near-killer for sale, occupation of most valuable consumer mental resources, such as our on-beer brand planning goals.
Why not come up with a always let the beer remains in this completely fresh State "yanjing fresh beer"?-beer expert tells us: "preservation is to prevent beer ageing, avoid contact with air beer ... To yanjing strong research strength and controlled oxygen technology, manufacturing such products technically there is no problem. ”
So how do you let this fact and consumer awareness have been linked, so that consumers can naturally understand oxidation and fresh relationships? most consumers have such an experience: Apple cutting the skin does not have a right to eat, will color will change, this is oxidation, it is not fresh. Similarly, most consumers also have this experience: beer and pour out on long time no foam, taste as a start to drink so well. On these consumer experience for grafting, Apple — — Color — no surprise — because by oxidation; beer — no foam — not new — because of oxidation. It is very easy to understand.
The production line in yanjing, "yanjing fresh beer" selling points "zero oxidation, really fresh," was born.
Have a good product concept that we need to further on "zero oxidation, really fresh," this important product concept refinement and design a communication symbol.
No, a pure and simple graphics — the "0" became the only choice, when our product material aspects of value determines the value of the brand spirit should be how to position?
The next task is to nest beer brand from the qualities of their own, mining and refining to out-beer in the core values of the spirit level, creating a brand and consumers heart communication and resonance, let yanjing beer brand was the first competition of the beer brand to brand personality dimensions.
We went back to consumer research and insights, find most valuable, most suitable for Yan beer mental resources: whether at home or in the beer, friends (classmates, colleagues, business partners) is the most important partners of drinking beer, beer consumers: is "and friends have a good time" (62.6%); the "friendship" (49.8 per cent); "after the relaxation" (46.2%); "in order to succeed, or other matter to celebrate" (33.9%) ... Beer is the life of the lubricants with friendship, relaxed atmosphere of ultimate interests!
>The "friends of joy" is a beer brand spirit most valuable intellectual resources! how this spirit and "zero oxidation" grafting? "yanjing fresh beer" to give "friends" new understanding —
A lot of friendship at the time, distance, money, material effect is alienated, like open beer gradually be oxidized.
In fact we want pure friendship, as eager to fresh world cool beer.
We hope — a good friend, never oxidation!
At this time, ye maozhong planning agencies yanjing group Everyone sleeping, lots of beer — friend-oxidation of stories emerge as time, with the friendship and the tears of emotion, we provide the "creation of fresh beer" yanjing "in our time", and a series of magazine ads.
In order to catch up with the arrival of the peak season in summer beer, TV advertising is put into a tense creative and production.
Market battle
In the spring of 2004, and the comrades-in-beer a common effort, after months of tension and careful preparation, Yan beer on Western market battle finally started: the number of television stations in Western Guangdong region while start inject yanjing fresh beer advertising, strong in the air media coverage, dealer distribution according to the established plan quickly, as originally anticipated, yanjing fresh beer market, ran from those stubborn resistance and fight back, but it's all in Yan beer preparation, stop-beer feet, all in accordance with established Terminal distribution plan methodically step by step forward ...
As a result of high media advertising pulling effect of hysteresis of the product into the market, only with the support of the media, advertising, and short term difficult to respond quickly and effectively. To quickly realize the Terminal Dongxiao and goods, quickly start Terminal Dongxiao, shorten new product (brand) import period, in addition to a line of "high-altitude media" communication on three-wire market promoting formation, according to the consumption of beer South China market hours (night consumption), we will overnight as our most important "main window". And yanjing fresh beer terminal communication principles: (aerial) TV nets, (Terminal) lightbox storming, (sales promotion), and the night.
As the Terminal is the most General also spread the most effective weapon — the light box, we asked three light box wars "lit" principle:
Amount (even the tablets into potential to win amount); lit (check maintenance to bright win); Liang (new, unique, odd of winning).
At the same time, we address the gearshift, bars, restaurants of different terminal consumption patterns and consumer characteristics, designed a series of promotional activities:
Gear: award based on the "open" on the spot;
Night bar: rewards based on the game on the spot;
Restaurant: on-site zengyin activity based game.
Leap in three positions
After half a year of intense creative planning, 9 may, the "yanjing beer" start fresh in distribution;
June 9th, "fresh" yanjing beer market one month sales 33684;
11 June, "yanjing fresh beer" advertising in start in, Yangjiang Maoming Zhanjiang, launched;
17 June, "fresh" yanjing beer sold in Zhanjiang-cycle only; 8933
June 25, "fresh" yanjing beer only 15791 Zhanjiang-cycle sales, compared with the previous week 76.8 percent;
……
September 9, ye maozhong planning agencies yanjing Group once again in the project. At this point, the yanjing beer from a Western Guangdong people unfamiliar and distant forms of address, in a few short months, the three major mainstream JumpStart Western Guangdong brand of beer. Whereas the consumer's mind, once opened, it will not be easily turned off. 2004 June through September, just three months, "yanjing beer" in Western Guangdong fresh front runner, Yan beer market share, in the rapid upgrading has been part of the region occupies the first position of the brand.
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