Snow Secret meals: The marketing formula of China's first beer brand (Part One)

In a group of world Giants siege Industries, a Chinese company with a history equivalent to a fraction of its peers has leapt to the top of the Chinese market for 20 years. What is the revelation of the Snowflake beer case? 1. The Chinese market is a fertile ground for legend. The population base is big, the economic growth and the consumption level growth rate is fast, which means that China's market has broad space and foreseeable prospect. So the company that lives in China seems to have such an innate advantage: to be the first in China, it is very possible to be the first in the world at the same time. When people are still talking about how China can become a big brand from a manufacturing powerhouse, how to change from made in to created by Chinese, a group of enterprises have completed practice, not only in the production of the forefront of the world, but also created a number of world-class brands. Snow beer is one example. Chinese enterprises do not need to envy others, but foreign companies envy Chinese enterprises have such a potential market. In the practice of Chinese marketing, the emergence of more world-class brands, to live up to this fertile ground. 2. Chinese marketing self-forming system perhaps China is not good at writing marketing theory, but does not mean that Chinese marketing has no theoretical system. Carding theory is the work of experts and scholars, and entrepreneurs are confronted with direct market competition. The enterprise that wins in the market competition, must have its own system of marketing thought. From brand communication to channel operation to merger and acquisition integration, Snowflake Beer from its own successful case summed up the experience, will inevitably overflow into the Chinese marketing industry, enrich the case of Chinese marketing, enrich the Chinese marketing system. China has evolved from practice to a system that is not exactly the same as any other country in the world. Although many Western marketing scholars have shown deep interest in a number of cases such as snowflake beer, Haier and Ping An bank, and may be included in the Western marketing theory, China's marketing system, Chinese marketing can only learn from Western marketing theory, not mechanically. 3. "Consumer first consumption" is the hard truth with sales to crack a strong brand, with sales to hold up a strong brand-this is the marketing expert Liu Chunxiong in the "Chinese-style marketing" point of view. In the face of preconceived multinational brands, Chinese corporate brands appear to be so weak, but it is not the weaker Chinese brands that can crack multinational brands, but sales. Not superstitious conceptualization of the rules, the first to achieve sales breakthrough, once again by snow beer proved to be feasible. As a result, as with snow beer, many Chinese products are not the first step in the growth of brand, sales and other similar chicken and egg problems, but with sales through the past strong brand. Wait until sales to achieve a certain scale, snow beer strong sales for the unique brand building path to provide a solid support. 4. More understanding of the market is a huge advantage of local enterprises the WTO may eliminate various tariff barriers and administrative intervention, but the various differences for Chinese enterprises is a natural competition barrier: huge urban and rural differences, regional differences, industry differences, channel differences ... these differences constitute a unique marketing ring in China, many foreign enterprises either ignore the Chinese market differences, or deep into the Chinese market maze, the result is the same: failure, exit. The previous article mentioned that the the 1990s foreign mergers and acquisitions of local beer enterprises, and then did not return, because of the neglect of the specificity of the Chinese market. For companies hoping to get a slice of the potential Chinese market, it may take a long process to understand the Chinese market. Only a handful of multinationals, such as Coca-Cola and Procter and Gamble, have been able to succeed in China because they have a great knowledge of this particular market. When the foreign giants of the beer industry finally realized this, they also learned to take stakes in Chinese beer companies rather than holding them. In the SABMiller strategy of expanding the world, only in China is not holding, this is SABMiller respect for the Chinese characteristics of the market environment and made a strategy. It is this strategy, so that Snowflake Beer has a full range of global vision and ability, but also in accordance with their own ideas to display. 5. Chinese culture is the necessary choice to win the Chinese public consumers China's market environment, especially China's consumer habits, inseparable from the background of Chinese culture. Not into the Chinese culture of the brand, it is difficult to be the most mainstream consumer recognition. For import, if you do not respect the habits of Chinese consumers but stick to the so-called "authentic" tradition, it can only be limited to the minority groups in the circle, and for local enterprises, their own brand and Chinese culture, is to resist foreign competition firewall. 6. Successful people are not blindly follow the characteristics of either the channel of deep, or Chinese elements, whether it is Yong Chuang Tianya activities or support of ancient Chinese architecture, snow beer These initiatives are independent initiative, not blindly follow, not follow. The characteristics of successful people is not to learn the so-called advanced experience, but based on China's local market to adapt to their own environment and resources of innovation. All the Giants who only replicate cases and can't adapt to environmental change are fat. Whether it is foreign investment into the Chinese market, or Chinese enterprises to go abroad are so. In the past, we only saw the value of the Chinese market, the success of such enterprises as snowflake beer proved the value of Chinese marketing. Chinese marketing does not blindly learn the benchmark, but in the independent exploration to become its own benchmark.