Snow secret meal: China's first beer brand marketing formula (middle)

Is the brand or Chinese? Because of the SABMiller of strategic shareholder, Snowflake Beer has a global perspective. SABMiller is an international company that has its own brand in more than 100 countries around the world. Why Snowflake Beer does not follow the path of SABMiller, to do a foreign culture, originating from other traditional beer brands? Yang, or Chinese, for the beer brand seems to be a dilemma choice problem. As an exotic, the image of their internationalization appears to be more "authentic", but if the mass consumer goods too much emphasis on their foreign identity, often lose the body of this. Wine in the domestic situation is a typical case. According to the information of China Wine Industry Association, the domestic wine industry "from 2010 began to decline trend, to 2013 more serious situation, the whole industry output, economic benefits decline, individual major enterprises loss situation." Industry downward trend has been passed upstream, in some areas of grape vine phenomenon. "Why does the domestic wine industry have a big somersault?" "Chinese wine advertising has three core slogans: Northern latitude 38 Degrees, Bordeaux, French wine master, including the top sales of several major companies." One practitioner concludes, "As long as it is such an advertisement, the product is sold higher than the other wines." "Too much emphasis on the import properties of wine, so that consumers think foreign, especially the French wine is good, the recognition of domestic wine is low." As a result, the increase in imported wine in 2007 has exceeded the growth rate of domestic production, and even the eldest of the domestic wine industry began to import wine brands. Products that are not integrated into Chinese culture will not become mainstream in Chinese society. Another strong brand, entering China will be assimilated. Only make hamburger fries KFC in China has to sell rice and soy milk, fried dough sticks, with Chinese stars in the NBA team more people's attention, the implantation of Chinese elements of Hollywood blockbuster more attract people's eyes, to join herbs for selling cosmetics advertising is more easily understood as natural, safe. Obviously, in the choice of Yang Hua or Chinese, Snowflake Beer chooses the latter firmly. Snowflake Beer has been constantly import the beer to the brand of Chinese culture, so that beer close to the daily life of Chinese consumers. The big Times "Yong Chuang Tianya" However, from those domestic and foreign beer brand advertising, beer brand seems to have no national boundaries, nothing but "passion" "vitality" "sharing" these people can understand the appeal. The Chinese, of course, are no exception. Since the brand demand is probably interlinked, how can beer make Chinese flavor? Snowflake Beer does not use "passion" "vitality" this kind of more abstract theme, but chose a passionate, energetic people will aspire to the word: "Yong Chuang Tianya." Snowflake Beer decided to carry out the theme of "Yong Chuang Tianya" national activities were not understood within the enterprise, or even controversial. It's a far cry from sporting events and even looks like beerIt's not much of a relationship. However, from 2005 the first "Zangbo of the Grand Canyon exploration and development journey" began, "Yong Chuang Tianya" has achieved unexpected results. Then the annual "Yong Chuang Tianya" has explored the source of the Yangtze River, Expedition frontier, Polar exploration, challenge Chogory, the top of the long March, through the Kekexili ... until 2013 over the Himalaya, nine "Snow Yong Chuang Tianya" activities total walking more than 100,000 kilometers. Although each time is a professional outdoor project, to reach the inaccessible, challenging areas, but can not block the enthusiasm of outdoor enthusiasts. "Hope through the ' Yong Chuang Tianya ' series of activities, to encourage people to the nature of the environment to explore new things, to consumers a new concept of life," This is snow beer insight into the consumer spirit level of demand after the launch of "Yong Chuang Tianya" activities. "Yong Chuang Tianya" Activities let Snowflake beer "dare to challenge, positive" brand spirit of the hearts of the heart, and with consumers to establish a feeling of identity, and finally realize "let ' snow ' tell a moving story, and use this story to open the door of the market." "Yong Chuang Tianya" has become the largest domestic beer brand, the region's most extensive or even the most successful nationwide brand promotion activities. "Yong Chuang Tianya" has become the public most familiar with one of the theme of brand activities. Some surveys show that snowflakes "Yong Chuang Tianya" ads in the network of the cognitive rate of nearly 80%, and the same number of similar ads generally not more than 50%. "Yong Chuang Tianya" has long since the theme of a campaign to extend the name of snowflakes beer products-this in the marketing case is also the first. Why "Yong Chuang Tianya" will be so successful? Can imagine, a few friends to eat barbecue to talk about the ideal, you shout to the shopkeeper "to a bottle of Yong Chuang" or "to a bottle of Tianya", perhaps you think more than beer. The same is the expression of passion, vigor or enterprising, "Yong Chuang Tianya" The word is more like and concrete. If you look back at the 2005 and the years that followed, you might recall that it was the year of China's rapid economic and international stature. 2006 CCTV premiere of the "Rise of great powers" let ordinary Chinese hearts set off endless reverie, the whole nation seems to be surging in the heart, with full courage, each class are facing their own challenges, need to actively go ahead. It may be related to the state of the nation's psyche, which has been a few years since the outdoor movement. and "Yong Chuang Tianya" just cater to this challenge ego demand. As the most well-known nationwide outdoor exploration campaign, snow beer by "Yong Chuang Tianya" to create a distinctive brand of snow beer characteristics and brand image, but also make the brand to challenge themselves, Yong Chuang unknown spirit of the carrier. Although there seems to be no essential difference between what the other beer brands seem to say, also within the scope of passion and vitality, but snow beer put forward a more direct strike of the people's "Yong Chuang Tianya", meaning that snow beer caught the big pulse of society and consumers deep emotional sensitive point, put themselves in theCountry from farming civilization to industrial civilization in the era of large-scale transformation of the background of the brand to outline the tone, out of a unique road of brand building. The cultural emotion of classical Chinese ancient architecture the snowflake brand thickness when the 2008 Snow Beer Start logo logo switch, many people do not know this marks the snow beer has been the brand to shape the tone of the definition of Chinese culture. China's unique artistic style of tailoring Chinese characters replaced the original foreign flavor of the full font. The new logo will be Chinese characters and natural snow petals into one, coupled with the product design of a large number of use of Chinese seals, Chinese strokes, Chinese openings, paper-cut and theatrical masks and other elements, snow beer from the visual waft of thick Chinese wind. While other beer brands have tried to inject Chinese elements such as China's red and dragon into the design of beer, the snow beer is not the same as the wave, but the unprecedented use of Chinese elements, as a long-term adherence to the brand strategy. One of the most direct effects of the use of Chinese elements is the identifiable nature of uniqueness. Snow beer has conducted a series of tests overseas, putting different products of different brands in front of local consumers and asking them which products they think are Chinese. The most selected brand was Snowflake beer. "This shows that snowflake beer has the strongest recognition. "Snow Beer general manager Qun once said:" The Chinese people lack of wisdom, there is no lack of determination, there is no lack of passion, even financial resources. But the key is that we lack a little ' independence ', whether it's our ' product ' or our ' mind '. Without ' independence ' there would be no ' uniqueness '; no ' uniqueness ', even ' recognition ' could not be established. "For Snowflake Beer, it is the original use of Chinese elements, making snow beer has a strong uniqueness and recognition." Compared with the logo logo and packaging design is easy to attract attention, snow beer on the ancient architecture of research support is to appear to be much more low-key action. As early as 2008, Snow Beer joined hands with Tsinghua University to launch the "Snowflake China Ancient Building" public welfare project, support experts to the professional building knowledge into a popular, popular reading, so that the Chinese ancient architecture to the public, and through the ancient architectural photography contest, arouse the masses of the people of China's ancient architecture of concern, understanding and found the beauty of ancient architecture. While other beer brands are keen to keep up with sporting events, the snowflake-sponsored ancient architecture research and the ancient architectural photography competition seem more maverick than rushing to the end of the Earth--adventure can at least be considered a sport, but what's the relationship between ancient architecture and beer? A popular consumer brand, why should the high-end, small-public ancient buildings to invest in continuous time and energy? In fact, when you see a picture of the perfect combination of snow beer on a TV screen with a simple, thick ancient building, will not naturally the snow beer and ancient architecture of the thick culture associated with, snow beer became more than a bottle of beer, but a product with Chinese cultural connotations, snowflake Beer also has a cultural sense of thick. Qun said: "The final difference in beer in the emotional, beer eventuallyIt can only build its dominance through emotion. "And through the ancient architecture and snowflake beer, the consumer of ancient architecture represented by the traditional culture of love and recognition, will also extend to the snow beer." The understanding, support and application of Chinese culture not only make the growth speed of snowflake beer, but also support the quality of its growth. Years of adherence to the results of brand culture construction is one of the high-end product development strategy: After 2008, the net increase of snow beer is mainly in high-end products, especially Yong Chuang Tianya and snow pure life. In the current more than 10 million tons of snow beer production, restaurant terminal retail price of more than 6 yuan accounted for a large proportion. In fact, snowflakes have already become China's largest high-end beer brand. "From last year's situation, the snow beer high-end wine sales ranked the forefront of the national beer industry." "Chinese consumers ' sense of all beer brands will slowly build up, eventually forming a Chinese-culture beer brand, and other brands forming a separate zone. "Snowflake Beer is just hoping to load Chinese culture on this import beer." The old buildings look smaller, meaning that the snow beer takes longer to hold. There are more domestic beer brands like snowflakes, Chinese cultural elements into the beer, so that beer close to the daily life of Chinese consumers, the formation of a unique Chinese beer culture, can make China from beer production power evolution into beer brand power, cultural power, become different from the Western beer industry another pole. It is like a new world wine in wine from the open leekpai of the old international wine, rather than the domestic wine to the import of the wine to kneel.