Shu: The most Olympic Spirit marketing president

This reporter Yang Yinghua intern reporter Dong Yanting beijing reports ears short hair, exquisite makeup, capable affinity.　　When Shu, the president of Tsingtao Beer Global marketing, sits in front of reporters, her feminine charms are particularly striking in the male-dominated beer industry executive team. And Shu in the industry known as "iron Wife" reputation. In 1998, she joined Tsingtao Beer with the title of "The first publicly recruited professional manager of Chinese state-owned enterprises".　　In 2001, as she worked with a green beer executive, green beer end of the hurricane dash, meticulous integration, strategic adjustment for "stronger and bigger", the company's internal departments of the marketing department for the representative of the business unit as a service object, and marketing departments to consumers as the end of the service object.　　As a professional swimmer, Shu promoted sports marketing, Olympic Ideal, actively advocating the "national Olympic" concept, Qingdao beer brand Marketing "Passion" this card, from the brewing, lighting, transmission, release all the Way "sun Flower" hit to deduce, by the media called "the most Olympic spirit of marketing president."　　August 11, 2005, Qingdao Brewery signed with BOCOG, officially became the Beijing Olympic beer sponsor. 2006, the Qingdao Beer "I am the Champion" activity not only through the Hunan satellite TV and the radio station television and the broadcast coverage dissemination, but also organically unifies the public relations dissemination and the Forum, the Minisite, the blog and so on the network marketing means, cooperated with has carried on the ground activity propaganda and the promotion activity,　　And let a full range of system sports marketing activities presented in front of everyone, formed a "I am the champion" unique Olympic integrated marketing. August 23, 2008, Shu with its keen strategic vision, the promotion of Tsingtao beer and the United States Professional Basketball Association (NBA) signed a five-year strategic cooperation Agreement, Tsingtao Beer became the NBA China Market Development official partner and the NBA China designated Beer official partner,　　At the same time, Qingdao beer after the Olympic Games marketing launched completely.　　Shu and Tsingtao Beer in the past several years to build this "passion" card, the results of the effect has become increasingly obvious. Green Beer Company 2009 cumulative beer sales 5.911 million liters, an increase of 9.9%, the realization of the main business income of 17.761 billion yuan, growth of 12.5% per cent, the realization of net profit of RMB 1.253 billion yuan, the year-on-year increase of 79.2%, continue to maintain a profit growth greater than sales revenue growth,　　Sales revenue growth is greater than sales growth of the good development trend.　　And this achievement behind, as the global marketing President Shu pay a lot, she perennial "flying trapeze" life, the whole year more than 300 days outside business trip, is called "the woman living in the suitcase."　　In the work known as "Iron Lady" Shu, in life but rich fashion, affinity feminine charm, she loves fresh things, she said now to all-round fashion, to live 3D life. "Behind the beauty is my reverence for this profession." Your career requires you to kiss your company's brand image.Collection。 Our brand positioning is internationalization, fashion, even I do not conform to the image, who will believe that you represent the brand will be stylish, internationalization?　　Shu so pointed out. Meanwhile, she has more than million Twitter followers.　　Affinity, the Shu often because of "Bo friends back to the information quickly" and "Tsingtao Beer" to thank Bo Friends, Bo friends praised as "the Heart has Bo friends of the strict total", "green beer the most hardworking cheerleader."　　Rigorous work, life fashion young, this is exactly in line with Shu's own positioning, she said she is "work to forget their gender, life remember their gender" woman.　　And the "Iron Lady" accepted this reporter's interview, for readers to explain how Tsingtao beer play a good "passion" this card. Hundred to zero: Tsingtao beer is no longer just a parent's brand "21st century": According to data released by World Brand Laboratories this year, the brand value of Tsingtao beer soared to 42.618 billion yuan, continuing to rank first in the industry Brand. How is the growth of brand value realized?　　How do you see the role of the brand in the company's growth? Shu: Beer industry is a prominent industry of brand and channel. Coca-Cola also said that if the factory burned, relying solely on the "Coca-Cola" brand can still be developed, which proves that brand value for the development of enterprises is very important. Before the domestic enterprises are mainly sales, the entire industry is concentrated in the development, construction channel level, even what is not known brand.　　International brands in China, we slowly have the concept of brand value, gradually in the direction of brand building. Enterprise's development strategy is mainly marketing strategy, and marketing strategy is very important is the brand strategy. We are a traditional industry, but also a century brand, technology, quality of the same industry leader. But 100 years too old, passion, vitality will be less, it is easy to let young consumers mistakenly think Tsingtao beer is the father, grandparents that generation of brand. But enterprise development needs passion. It is very important for us to build and develop the brand of green beer hundred years. In the 2002, we carried out the whole cultural reconstruction, put forward a new enterprise culture, in the original enterprise culture on the basis of integration of openness, market factors, so that enterprises develop more dynamic, more passionate.　　2003, Qingdao Beer Hundred Years of daqing, and timely adjustment put forward a century green beer "hundred years to zero" brand strategy. After market research, expert evaluation, find out what consumers like, green beer now lack what? It's not just a head shot, but it needs a lot of research. First of all, you need to know what you need now. Others say you are old and have no energy, then we will improve on this shortcoming, the quality is very good, then keep it. Through the third party research, consumers, experts, our own three think Green beer should be what kind of, we sit down together to discuss. Many times the controversy is very big, for example, each activity theme has been investigated, meetings and discussions, and other professional firms come up with a few topics, we come together to a "brainstorming." Back in 200, I remember some people at the annual meeting put forward, the development of green beer to have passion, but the real brand culture is 2005, when the "Passion achievement dream" really in the country to sing. 21st Century: According to research by a third party research company: 2003 to 2008 June, Qingdao beer consumption crowd of 18-year-old-29-Year-old share of the age group, up a full 14%.　　What is the impact on the brand building and sales of green beer behind the change of consumption age? Shu: 18-year-old-age 29, currently occupies the largest share of the entire consumer group Green beer. Compared with liquor and red wine, beer is cheaper. For this age level is completely affordable, plus this age group, they also like to drink beer, whether it is happy time, happy time, or depressed time. And they are more receptive to brand fashion and recognition than other age groups are also stronger. They prefer a sense of fashion, social responsibility, environmental awareness, can represent their personality brands to spend. They can see what companies are doing well in these areas. Now the source of information is so wide, unlike the previous information is not developed, more closed. Today's children, education and the past is very different, their social responsibility, environmental awareness are very strong.　　I found myself surrounded by a lot of children will teach their parents to save water, electricity. "21st century": facing the same industry other brands are also speeding up the brand integration process of competition, Tsingtao beer how to deal with?　　How to ensure that consumers believe and feel that Tsingtao beer is brewed with passion? Shu: Although physically, it's a bottle of beer.　　Tsingtao Beer different category positioning embodies passion, for example, pure life is like a fresh living. Brand is not equal to quality. Not only to the passion into a corporate brand proposition, more importantly, from the chairman to the Green beer every employee, passion into every green beer people's blood, to bring the passion to work, with passion to brew "green beer" this bottle of wine, and then passed to the consumer hand, so that they can feel the passion. We do beer Festival, Culture Square, beer square, including organizing "I Am Champion", "Dowager", "La La Baby" These brand promotion activities, the purpose is to let consumers participate in activities to experience the passion of green beer culture. Activity scene Everyone is very passionate, like "La La Baby" jump is very passionate, very stylish, also very cool.　　We put up the table to let consumers come up to play, jump up, also do not need to invite what entertainment groups, consumers themselves is a stage performer. Sports Marketing: Let consumers watch the game while drinking the catalytic passion of the green beer "21st century": August 11, 2005, Qingdao Beer and BOCOG signed to become the Beijing 2008 Olympic Games China domestic beer sponsor. Tsingtao Beer Since 2006 began the Olympic marketing planning, the theme of each year is different, in the actual operation of green beer how to achieve "Passion achievement dream"Brand strategy? Shu: 2005, before the Olympics, we identified the brand's new ideas-passion to achieve the dream. About one months later, BOCOG launched the "One World, One dream," just like our brand concept. We think this is a great opportunity to change the brand image of the century, and let more young people pay attention to the green beer by the chance of the Olympic Games. The Olympic Games is a very passionate international sporting event, everyone watching the game while drinking the catalytic passion of green beer, this is with our brand image combined. Green Beer Olympic Marketing five-year strategic planning, especially the two young beer brand value rose very fast. From 2007 to 2010, we soared from 25.8 billion to 46.2 billion.　　The rise in numbers can also prove that our brand strategy in the past few years to implement the planning is successful. "21st century": In the past two years, green beer sports marketing cooperation extended to the NBA. Like helping the children in the earthquake-stricken areas of Sichuan, "go to America to see the NBA", NBA cheerleading tryouts and so on.　　From the Olympic Games to the NBA, Green Beer Sports marketing is how to cooperate with the brand promotion launched? Shu: With the Olympic Games, the NBA, we have chosen a very passionate sports, this and green beer brand strategy is very relevant.　　If you choose a very quiet project, the expression of passion may not be in place; In the project selection, brand promotion above, we will choose football, basketball these dynamic, passionate, too quiet. Winning the Olympic sponsorship project was also very difficult, the entire marketing team in operation, and finally through the enterprise bidding. Through these also our own marketing team to cultivate, marketing system has been built.　　Like the past did not know how to do the Olympic Games marketing, how to carry out activities. "21st century": from the Olympic Games to the NBA, Tsingtao beer brand marketing operations more and more generous, international.　　What are the plans for green beer to explore overseas markets in the future? Shu: Green beer exports are more than half a century, but now the domestic market development is gradually internationalized, all international brands all over the world into China, each province has a few very good brands in the competition, the domestic market cake is also very big. But each enterprise, each brand's share is not high. First of all, we have to do a good job of the domestic market, taking into account the international market outward expansion. Green Beer overseas market development is very stable, has maintained nearly 10% growth, and never a single return, green beer quality has always been guaranteed. This is the quality of the hundred years of green beer, is the life of green beer people. During the 2008 financial crisis, we followed President Hu Jintao's visit to Costa Rica. President Hu is very concerned about us, the development of Tsingtao beer overseas and food safety issues on Tsingtao beer has no effect? On that day, the President of Costa Rica told the welcoming party that he welcomed President Hu's arrival with Tsingtao beer.　　I saw a bottle of Tsingtao beer on the table before President Hu, and the President of Costa Rica drank several cups that day. Program customization: Creating "Trinity" Marketing Strategy "21st Century": in order to cooperateThe theme of Olympic marketing, Tsingtao Beer began with the cooperation with the television station, the way the program customized planning "I am Champion", "dowager" and other activities have made a sensational effect.　　This is not the same as the previous sponsorship marketing operation mode, green beer at that time how to consider?　　Shu: We are Olympic sponsors, very much hope that all people can participate in, engage in civilian, entertainment, such a low threshold of the national movement.　　"21st century": first how to think of and Hunan satellite TV cooperation? Shu: 2005, Hunan TV's "Super Girl" did very well. We study that they have a higher degree of marketization, the ability to do activities is very strong, so I found Ouyang Chang Lin, talk to him about cooperation.　　From 2005 October began to talk to them, until April 2006 to talk about a prospect, I have run altogether 20 times. At first, we could not find the cooperation point, do not know how to do. 3 years away from the Olympic Games, so early do not know what to do, in the process of cooperation, they are also pressure, because Hunan TV it is known for entertainment, and we green beer to do sports. In this way, Hunan Taiwan he felt not know how to do, so there are some problems. But after the exploration, finally we all cooperated very well. From 2006 onwards with Hunan Taiwan cooperation, continuous cooperation for three years. We are not the development of brand marketing five-year plan, brewing, lighting, transmission, release and interpretation, by the "I am the champion" to ignite this passion; 2007 we made a program, "Dowager," to transfer this passion among cities, and to build a platform and release passion in 2008,　　Let the consumer participate in the stage to perform, to release; 2009, "Ba-ba-la-Cao," the performance of passion, for two years. Then we cooperated with CCTV. Hunan Taiwan has its characteristics, CCTV has a high radiation power, green beer brand strength can be more revealing.　　Later we are with the CCTV Channel v cooperation, CCTV Channel Five in the sports channel is absolutely authoritative, our customer base target positioning also more accurate.　　"We have been committed to social activities in the past few years" "21st Century": 2009, Green Beer Nationwide audition "La La Baby", and then QSL and youth Sports Development Fund cooperation, then what is the opportunity to promote green beer to participate in these public activities? Shu: Now young people are very thoughtful, their social responsibility, environmental awareness are very strong. They can see that the business is doing well in these areas.　　So the development of enterprises to keep up with the pace of the times, in addition to the internationalization, rejuvenation, fashion development, we have been committed to the social activities in the past few years. We found that most of the project Hope Primary schools do not have sports facilities, children can only do exercises, running running, the lack of professional teachers for children's physical and mental health development and future talent training is also disadvantageous. We are concerned about this matter, the September 2009 set up the Qingdao Beer QSL Charitable fund, called for more people to pay attention to poor areas of the childChildren's physical and mental health.　　Nearly 30 million have been raised by the end of the year, and two hundred or three hundred schools have benefited. This year, in addition to the provision of sports facilities, but also in the country five provinces engaged in college student support activities.　　College students are also very keen to participate in public welfare activities, they also want to use their knowledge to do something for children in poor areas, but insufficient funds, lack of platform to promote. We were in the middle of teaching students, and in December we went to Cleveland with our cheerleaders to see the Cavaliers and the Miami Heat.　　For college students It is very rare, they can go out to see the world, and the NBA star face-to-face, but also a sense of achievement, do what they like to help others. To teach students a platform that reflects their intelligence, abilities and values, and gives them a sense of participation, not as simple as a scholarship.　　Children in poor areas are able to communicate face-to-face with college students students to take their own learning, such as martial arts, basketball, taekwondo, music and so on to the school to teach the children, so that those children have a new learning experience, these can not be measured simply by money. Previously engaged in activities, platform, we are responsible for the activities of the content, to invite some literary groups to perform, consumers are simply looking at, it is difficult to participate in; now "La La Baby," after the platform, consumers come up to play, consumers are stage performers, "La La baby" those girls are very stylish, also very cool.　　Not only can consumers participate in activities, but also bring their own friends to participate in, we play interactive, so they have a sense of participation. "La La baby" not only make consumers understand the culture of cheerleading, but also slowly into the culture into the domestic sports. The culture of cheerleading is a continuation of the spirit culture of basketball. Not only to explore the talent, but also to promote the development of China's cheerleading business, more than a stroke. We have been doing it for two years.　　Green beer and CCTV five sets of cooperation, sports Taiwan's audience is mostly male, through the "lesbian baby" women are now also beginning to pay attention to. Green beer brand building has always been along the "passion" of sports marketing road. The concept of the consumer is not to do one or two activities can be changed, it needs to be constantly strengthened. Continue to do, the impact of the consumer audience more, and constantly attract new consumers to join in, but also include some potential consumer groups, brand building and promotion is the need for continuous accumulation. Green Beer in the brand building can release such a large commercial development space, but also with the brand building to accumulate, adhere to a great relationship. Must have brand strategic planning, to go through research, planning in place, can not take their own head to think.　　Then, with unwavering execution in place, there must be good returns. The power of Weibo: to do micro-blogging is to do marketing "21st century": "Weibo" era, your microblog is also a high degree of attention. Future green beer in marketing planning will consider using micro-blog?　　What changes do you personally think Weibo will bring to future marketing planning? Shu: I was opened March 17 this year. IPersonality is more open, but also willing to contact the micro Bo is what kind of, did not expect their microblog fans can million. We used to do activities to promote, consumer participation is not strong; now with Bo friends, and quickly interact with consumers, improve consumer brand loyalty to green beer, brand promotion, slogan planning and other aspects of consumers can participate in. He could just send a message and say, "I'll give you a suggestion.　　For example, I have to write a book recently, I will ask you for the title of the opinion, we think which title is good, feel consumer demand is what, my microblog to change photos also let everyone to choose. Weibo is also a double-edged sword. Good and negative can be spread quickly, unlike traditional media may be easily crisis can be solved, it depends on how you use good. Weibo is not cost-fast to replicate and is known all over the Earth in a second. For example, Liu Xiang Asian Games two games I can not see, I sent a micro-blog, "Liu Xiang ran?" How much did you run? What's the first? "There are fans coming back to me: First, the group first." You see, this is the power of Weibo.　　This requires us to be sincere and honest. Bo friends They are very sincere, you can feel who is good, who is sincerely hope that the brand better. Bo friends can also feel your heart has bo friends. Last night I sent a "Zhu Shimao, he opened a bo," quit smoking and alcohol "to invite me to see, I said no, I buy tickets to see." But I do not object to you send me 10, I give Bo friends. Bo friends immediately sent me a text saying, Yan always have us in mind. Later, I sent this small paragraph to Zhu Shimao, Zhu Shimao said, more than 10, I invite you to see the special session.　　By the time, I asked my local blogger to come and see me. I come from the grassroots, and I do not think of myself as an unattainable elite. People think I am very kind, easy to approach, willing to stay with me and communicate with me. My microblog is young and mostly male. I am engaged in is related to the work of men, is very consistent with the brand positioning of green beer-the pursuit of younger, fashionable.　　Do micro Bo is to do marketing.　　"21st century": we are concerned about your personal image is very fashionable, which is very rare in the domestic entrepreneurial community. Shu: Do the marketing mister will like this, leading the brand development. Someone asked me, do you love charity or beauty?　　I said, at the age of more than 20, busy hard work, clothing color is not so bright, like black-and-white photos, more than 30-year-old color photos; Behind the beauty is my fear of the profession. Your career needs to match your company's brand image.　　Our brand positioning is internationalization, fashion, even I do not conform to the image, who will believe that you represent the brand will be stylish, internationalization? Since 1997, I have been studying abroad almost every year. To be an international brand, you must first set up the awareness of internationalization and fashion, to find out what the young people like most, what they care about most, to keep changing and try. For example, sometimes attending an event makeup artistSay, Yan Zong, give you a new hairstyle. I said, OK, you think how young, fashion, you do. I'm willing to try. It's OK, I'll adjust it next time. Always want to try, long after you will know what kind of things, which fashion is tasteful, is fit. You can't find that feeling without practice or exploration. Pay attention to fashion, do brand marketing, activities to promote the time to have taste, insightful.