Qingdao Beer in Beijing will be the potential in

2004 year, Qingdao Beer announced massive attack in Beijing market, its flagship classical product Qingdao beer from the past in high-end to high, medium and low overall shop city, determined to win in Beijing consumers allover. In order to seize on the base of yanjing market, Qingdao Beer preparations took out throughout tens of millions mad hit Beijing market profits, and the formation of the 3000 people of retail Terminal sales force, shuttle yujingcheng streets of, to the most direct way to the beer to a consumer. 2000 Qingdao, after having gathered yanjing Beijing market has been plain sailing, the Qingdao Beer on a large scale in Beijing, is well prepared, at will. Then Qingdao Beer really do?

Qingdao Beer beat what brand?

In fact Qingdao Beer has never given up on Beijing's market, except for the five-star and 3-ring two merger factory technical restructuring and rebuilding, Qingdao Beer basically nothing big market action, but has actually Qingdao Beer on Beijing market penetration, such as for the high-end market, Qingdao first to introduce the mellow sounds 500ml, preemptive listing in Beijing; for low-end, Qingdao Beer strengthened the distribution of depth, even in yanjing headquarters of some restaurants, shunyi, also see Qingdao light $ promotional signs. The market for Beijing, Qingdao Beer is well intentioned, but this time in Beijing, more and Qingdao Beer overall development strategy.

Currently, Qingdao Beer basically completed a national strategic layout, in the Northwest market status, Qingdao, Hans is King worthy of the Northwest; in the South China market, Qingdao Beer first yanjing, huarun step, has established the Southern Division, Qingdao beer every year, 30% of the profits derived from the South China market; Shandong Qingdao hometown, Qingdao position sound; in the Northeast market, Qingdao Beer has been difficult to have a contribution, mainly because of the hundred years of Harbin, China resource snow sits at this distance, and in the United States in June this year, AB acquires Harbin makes Northeast market structure changes, AB company can share swap, either by Harbin assist Qingdao Beer into Northeast markets huarun confrontation or Harbin and Beijing, Qingdao to enter the market, such as the current in the Northeast market, Harbin has intensified competition on the market of Shenyang, Harbin's high-end products also appear in Beijing market high catering market. You can at least say, Qingdao Beer has got the Northeast market one-third of the right of speech. For the remaining two Qingdao hard nut to crack bones is Southwest and North China market. Northwest, South China, East China, Northeast China Qingdao Beer has advantages, if you win the North market, you can suppress the formation of the South West as a whole, thus winning North market become Qingdao occupation of the national market is the key step.

The rapid development of other yanjing is Qingdao Beer to attack Beijing market. After and Qingdao four years ago on summary, yanjing enhances market competitiveness, and intensify the layout of the national market. This year, in the South China market action yanjing, to Qingdao great pressure. For example, Beijing yanjing headquarters in conjunction with three other cities ' subsidiary investment 3.8 billion, respectively in Hubei xiantao, Jianxi, Guangxi Yulin for the construction of an annual output of 10 million tons of the factory, which makes the layout of the national market of yanjing more reasonable, recently announced in the Harvard-Yenching Nanhai plant. At the same time, Yan Jing huiquan, liquan, xiangfan company sales solid growth trend. In order to curb the yanjing in MERCOSUR and rapid growth momentum, Qingdao Beer spearhead yanjing Beijing market, even if it does, the real is also formed in form, at least you can try yanjing now.

Qingdao Beer of three Trump

The annual report from the Qingdao Beer, Qingdao Beer of mergers and acquisitions in recent years has had a scale effect, beer production and incomes are higher than the growth, and from the Harvard-Yenching earnings per share and net capital gains rate, the Harvard-Yenching better than Qingdao Beer, it can be said that the two companies in the capital markets were evenly matched, and backed by the United States AB, Qingdao Beer follow-up funding more adequate, it is clear that this gives Qingdao Beer occupation Beijing market, forming in capital brand in the market for yanjing radiant to suppress. For the future in Beijing and Qingdao Beer, Qingdao Beer of a responsible person introduced that, in 2008, Qingdao Beer to reach Beijing low-end market 30% ~ 40% of the share at the high-end market reach 40% ~ 50% market share. From the time of creation, Qingdao Beer is ready to hit the protracted war preparations.

In August 2000 to Tsingtao 2250 million holdings Beijing five star and three-ring, one foot into the door of the Harvard-Yenching; in April 2001, the five-star three ring beer beer and officially changed its name to Beijing five star Qingdao Beer co., Ltd and Beijing three ring Tsingtao Brewery Co., Ltd. In the merger of the fleet and three rings, Qingdao Beer has not taken the traditional marketing strategies that rely on Tsingtao beer occupation around the high market with acquisition of enterprise brand occupation of mass market, but rather to take wrong marketing, that is, the main aim for Beijing in the high-end beer market. Avoid and directly in the low-end market yanjing. It can be said and yanjing of business makes Qingdao in Beijing in the high-end beer market has a certain degree of visibility, it can be said at present Qingdao Beer in Beijing also stood the feet, this basis, together with the five-star and 3-ring production technological renovation complete, Qingdao Beer has been in the Beijing area built 40 tons of Qingdao Beer production base, implementation of the Beijing area Qingdao Beer production, this production of 40 000 tonnes, is Qingdao Beer into Beijing's capital market.

The Qingdao Beer to Beijing in marketing has been done by adequate preparation, the most important thing is to implement the depth distribution, retail channel, Qingdao Beer under Beijing market characteristics, and channel management, logistics, distribution and so thoroughly rebuilt and strengthened. At 3000 people of retail Terminal sales force, to the most direct way to beer delivered to consumers ' hands, while ensuring at the same time, the shop volume by freshness to win customers. Completed the integration of the marketing team, Qingdao Beer started to Beijing beer market scramble.

Qingdao Beer in Beijing have three Road off

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.

The Qingdao Beer more choice is Beijing's low-end market, consumers can buy in Beijing to Qingdao Beer $ 1 was

。 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. Therefore not hesitate in the low-end market, Qingdao directly played Qingdao master brand, instead of using the composite brand, such as Hans beer, five-star beer, three rings of beer to give people a feeling of intake is back. 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.

Tsingtao beer's main competitors yanjing Beijing well-grounded. In 2002 the yanjing beer enterprises at home and abroad in order to respond to the Beijing market storm to yanjing beer sales in Beijing 72.6 million tons, in Beijing market share in more than 85%. The 85% 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. Now, the Harvard-Yenching strains in the high-grade products constantly enrich, both launched qualities beer, alcohol-free beer yanjing introduction, this year the yanjing Beijing market on 11 ° beer for a change, enhance the brand image. 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.

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. Therefore gathered in Beijing yanjing, Tsingtao, Harbin, Heineken, Carlsberg, Blue Ribbon, Budweiser, snowflakes, Beijing, more than 20 yellow brand, any enterprise that will not give up Beijing market. 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, the opponent is horizontal in Qingdao Beer before the storm.