"The largest fish is not necessarily born in the largest pond, but the largest fish must be in the largest pond;" consumer goods to achieve China's first, is the world's first. The phrase was again fulfilled in the beer industry. According to the data released by China Industry Enterprise Information Release Center, 2013 Huarun snowflakes to 11.72 million tons of annual sales of beer enterprise sales first, snowflake brand sales to 10.62 million tons continue to maintain the first-this is the world's first total sales and brand sales at the same time more than tens of millions of tons of enterprises. What does more than 10 million tons of sales mean? If the Snowflake brand sells more than the entire German beer production compared with a beer-drinking Germany, if 1.3 billion people in China have 1/3 beers, the sales of snow beer are enough to give 50 bottles per person.
From this, in late April, in Beijing Grand 2014 China Wine Industry annual summit and 2013 China's top ten brand conference, snowflake beer from the country many beer enterprises stand out, high ranking "2013 China beer industry top ten best-selling brand" the top of course also name to Real return. Snow beer growth rate is also the world's first. From 1994 company set up to 2013 sales broken "double million", snowflake beer only used 20 years time, beyond the western century enterprise development. The huge population base and the rapid growth of the economy, so that any one rooted in the Chinese market has the opportunity to quickly become the world's first. However, in the beer this exotic industry, one side is the siege of the foreign giants, the other side is the local enterprises of the hand-to-hand combat, to be able to become the sales of the world's first beer brand Why is the young snowflake beer? "Previous" Local insight: ground gas snowflakes can not buy the market share in financial news, "beer" is often associated with "mergers and acquisitions." For foreign giants, holding mergers and acquisitions through the advantages of capital is the shortest way to get into the target market quickly. The 1990s, foreign beer enterprises have to occupy the Chinese market, which set off the first batch of China's beer industry large-scale mergers and acquisitions wave. But it soon became clear that the "merger" was not working in the Chinese market – and that foreign companies were withdrawing their previous investments in China in 2000. But the domestic merger of Snowflake Beer looks much smoother than his foreign peers. Frequent reports of snow beer mergers and acquisitions news even gave the public a feeling: China resources to achieve rapid growth, the main reason is mergers and acquisitions. Foreign-owned enterprises can not "buy" the market share, Snowflake Beer is able to pay "buy" to get? That is not the case. "At the end of 2013, we made a survey that found that only 35% of total sales were sold in the merged factories, while the remaining 65% per cent of the sales were from market expansion." Snow Beer Marketing Center General manager Zengshenping in an interview, said the growth of snow beer from the view of mergers and acquisitions is a misunderstanding. 2013, the snow beer brand sales reached 10.62 million tons, according to the data provided by Zengshenping, 65% of the increase from the market expansion means that the snow beer created nearly 7 million tons of market growth-this figure is close to the second domestic sales of the company. "Snowflakes have created a market increase of almost 10 years or so, much larger than any other individual enterprise, and this increase is not achieved in mergers and acquisitions." "Zengshenping a few cases to show that snowflake Beer's market increase comes from market competition rather than mergers and acquisitions. 2004 Snowflake Beer Just entered Hangzhou market, its acquisition of Zhejiang Qianjiang Beer in the local market share of less than 30%, more than 60% of the market share by the West Lake beer occupy. Even if the original Qianjiang beer market share can be all transferred to Snowflake beer, nor is it enough to compete with West Lake Beer. However, after several years of operation, the market position of both was snowedThe beer has come to a "big reversal": the market share of snow beer in Hangzhou is close to 80%, while the West Lake beer has fallen below 20% and is eventually bought by Snowflake Beer. Another example, Harbin Market, the acquisition of new Samsung, Snowflake beer in Harbin market share of less than 20%, has now reached 60%; before the acquisition, Snow beer high-grade products in Harbin market a bottle did not, now has 50%. As one of the key markets of snow beer, Anhui, the same year. Snow beer entered the Hefei market from less than 20,000 tons/year of sales started, until the market share grew to 65% after the competition will be a long beer income account. It can be seen that snowflake beer real regional expansion strategy is: In a new market, first through the product quality and brand operation of a firm footing, to gain advantages, expand the advantages, and finally successfully reversed. And the competitor loses the market position, the acquisition often becomes its best and the double win choice. More importantly, after each acquisition, Snowflake Beer did not continue to use the brand of the acquired enterprise, but unified as the "snowflake" brand. Therefore, for snowflakes, mergers and acquisitions only partially solve the capacity and channel resources, and not directly "inherit" market share. Foreign direct mergers and acquisitions in the 1990s did not succeed in the market, and the merger of Snowflake Beer in China was not the decisive factor in gaining market share. Snowflake beer market share, more is oneself dozen down. Since it is not bought, what is the reason for the snow beer to win in the market competition? insight into local consumers 1. Why do Chinese drink beer? "In fact, foreign companies do not know much about China's market and their consumers and policies," he said. Roweda, the general manager of SABMiller (China), could explain why the the 1990s group of Chinese foreign investors bought Chinese beer companies, but could not buy market share. As authentic imported products, beer brand marketing should not be more westernized more authentic? Why do we need to understand consumers? What is the difference between Chinese consumers? People interested in sports may know that sponsors of major events, including the football World Cup, tend to have beer brands. Drinking beer with the brothers and watching the star goal is a common template for beer ads. When beer brands try to lure Chinese consumers with Western beer-drinking habits, it's easy to take a plausible misconception. Indeed, Chinese people will also drink beer while watching sports events, but the difference is that there will usually be a dish of peanuts next to the beer. And in different parts of China, Zol's side dishes also have strong regional characteristics. For example, in the beer consumption of Sichuan province, consumers tend to use the "good" sauce halogen meat on the snow beer big. This tiny dish of peanuts means the gap between Chinese and foreign consumption habits. In the bar to watch the game, drinking beer is a western habit, while in China, beer is at the table to drink, drinking must eat vegetables, even if only a dish of peanuts. Once a professional market research publicDivision of the global consumer beer drinking habits of research. They found that more than 95% per cent of beer in China was drunk at the time of the meal, which was 35% in Russia, about 15% in East Asia outside China, and 5% in Europe and the United States, and mostly Asian in the 5%. Drinking at dinner seems to be a conclusion that the Chinese do not need research to make. However, in contrast to other countries, it is a very important decision basis information. Because this data means that the Chinese drink beer in the same way as anywhere else in the world, so the Chinese market can not be copied anywhere else's successful experience. Snow beer knows the meaning behind the 95%. Therefore, in the snow brand spread, the original has been in the minds of consumers with the western style of the establishment of beer-related little use, because snowflakes know that it is not the Chinese consumer beer mainstream scene. 2. Snowflakes create "beer drink not top"! Snowflakes have been the Chinese consumption habits, and constantly improve the taste of beer. For example, the more suitable for the Chinese taste of the light beer, is snowflakes in the insight into China's consumption habits, the first in the industry to introduce the taste of the system. The concentration of malt juice in traditional European beers is generally in 12~15度 (yellow beer), and Guinness is more than 15 degrees. But for the Chinese, the bitter value of beer is too high, affecting the consumption of beer, especially when the Chinese people like to drink beer when eating, the bitter value of too high will affect the taste of eating. Snowflake's light beer, is after a large number of consumers choose to adjust the malt juice to more suitable for China to drink the concentration, low bitterness makes the light beer more suitable for eating. Another big improvement is that snowflakes make beer no longer on top. Foreigners used to take a small bottle one or two people to drink a noon, the beer as a drink, small mouth slow sip; in China? One hour meal time, each person fills five bottles 10 bottles! A single drink more than a foreigner so much, the head does not ache to blame. Is it to guide consumers, to slow down in the Western way, or to respect Chinese habits? Snow beer found that the problem could be solved by adjusting the ratio of alcohol to ester to a certain range. In this way, the Chinese can keep their habits and drink them. Snow beer drink not above, the guidance of consumers have a great role for their own brand to create incremental, but also led to the rapid growth of China's beer capacity. Snow beer also solves the problem of how high-end beers can be differentiated from common beer. At the thought of beer, many people's first association may be a dark green glass bottle. However, careful consumers will find that most of the snow beer products have begun to use transparent glass bottles. Transparent bottle will be the color of the beer itself directly out, giving people the feeling of golden translucent. "Golden, feel the grade." "In the market research, compared with the traditional green bottle, consumers are more willing to choose the current bottle." On the white tablecloth of the upscale hotel, "The dish goes up, the golden beer is on, and the whole table looks very ' smooth '." "said a consumer in Zhejiang. Snow PureThe quality of life is conveyed through the form that consumers feel more easily. Unique snowflake "Big brand" strategy "the rapid development of snowflakes nothing unique, we are just doing the same thing to better meet the needs of consumers." This is a very elementary market concept, but the reasons for our success and unsuccessful are here. "China Resources Snowflake Brewery general Manager Qun in the 2014 Chinese Beer Industry annual Summit speech. In Qun's view, the most simple concept of consumer supremacy is the key to the rapid development of snow beer today. 20, snowflake Beer has been the study of consumer demand research and judgment methods, and initially formed a snowflake beer their own ideas and specific methods. This deep understanding of consumers supports the right decision of Snowflake beer. For example, the introduction of the light beer, the revolutionary innovation of beer packaging and so on. Another big achievement is that snowflake beer is different from other brands in the beer industry, the unique snowflake brand strategy. In other words, China Resources Snowflake Beer in the national market, concentrated resources to operate only "snowflake" this national brand. This big brand strategy, decided the Snowflake beer brand combination strategy, the market layout strategy, the distribution and the coverage strategy. When the Snowflake Brewery made the decision in 2002, the company's interior and exterior was a question of skepticism when it was integrating hundreds of brands that were being sold at the time. It was a challenging and risky move, and the industry described the snowflake beer as "putting all the eggs in one basket". But it turns out that the big brand strategy allows snowflakes to get 10 consecutive years of high-speed growth! "According to our experience, any strategy that is deeply challenged will naturally subvert the popular idea and subvert the strategies used in the past, and the chances of success are higher." Qun said. In fact, the so-called Snowflake brand Strategy is a "big gamble" view, because at that time "did not understand", today "read", but "too late". Supporting snowflakes to accurately make this brand-related strategy is the conclusion that the snow beer to consumers from the strategic level of real attention. Without deep insight into consumers, there can be no insight into the future of China's beer industry, and there can be no brand strategy to subvert all the industry's brand views.
