Production method:
1. Selection of raw materials: (1) Barley: The raw material of Tsingtao Brewery is "Tripterygium Wilfordii Barley" selected from Ningbo and Zhoushan areas in Zhejiang Province. This kind of barley is thin-skinned, large-grained, rich in starch, low in protein content and high in germination rate, so it is the first-class raw material for brewing beer. (2) Hops: The excellent hops used in Tsingtao Brewery are carefully cultivated by the factory's own hops base. It has a "Qingdao Big Flower" with large pedicels, rich pollen and rich fragrance, which can make beer clearer and more transparent, with refreshing bitterness and bouquet, and prolong the shelf life of beer, thus ensuring the normal flavor of beer. (3) Water: The brewing water of Tsingtao Beer is the famous Laoshan mineral water, with pure water quality and sweet taste. It is "clear mountain spring water", which plays a very good role in softening the taste of beer and endows Tsingtao Beer with a unique style.
2. Production and operation: Tsingtao Brewery is good because the brewing process is "three-fixed" and the technical management is strict. "Three determinations" means determining raw materials, formula and production technology. Strict technical management and meticulous operation, all unqualified raw materials are absolutely unnecessary, and the fermentation process must strictly abide by health regulations. For the post-fermented carbon dioxide, the specified standard should be strictly maintained, and the carbon dioxide in the filtered beer should be in a saturated state. Before leaving the factory, products must undergo comprehensive analysis, testing and sensory appraisal before leaving the factory. Therefore, the quality of the wine reached the best level in history, exceeding the national standard.
Product features: Tsingtao beer is a famous brand product in China, belonging to the type of light beer. The wine is light yellow, clear and transparent, and full of luster. When the white wine is poured into the cup, the foam is fine and white, and it opens at the same time, lasting and thick, and tiny bubbles keep rising from the bottom of the cup for a long time. When drinking, it has a soft body, obvious bouquet and malt aroma, and has the unique refreshing bitterness and lethality of beer. Wine contains a variety of nutrients such as carbohydrates, amino acids and vitamins that are indispensable to human body. Regular drinking has the functions of strengthening the spleen and stomach and helping digestion. The original wort concentration is 12 degree, and the alcohol content is 3.5 ~ 4 degree.
Tsingtao Brewery Engineering Co., Ltd. is a state-owned enterprise affiliated to Tsingtao Brewery Group (www.tsingtao.com.cn). It is composed of a group of professional technicians who have been engaged in the beer industry for a long time. It is a specialized company engaged in beer engineering.
The company includes:
Engineering installation company-specializing in the installation of brewery projects;
Microcomputer automatic control system development department-specializing in the design and installation of microcomputer automatic control system for saccharification and fermentation in brewery;
Beer packaging container factory-specializes in designing, producing and selling all kinds of beer fresh-keeping barrels and draft beer barrels;
Sino-Japanese joint venture brewery equipment factory-specializes in manufacturing various brewery tank equipment such as fermentation, sake, yeast and CIP, as well as yeast puffing, wort oxygenation, high concentration dilution, tank top device, nozzle plate and other equipment. The company has more than 40 years of technical experience in Toyo technology research and development, manufacturing vacuum freeze-drying equipment (FD).
At present, the company has formed a professional company with considerable scale and level, which consists of design, manufacture, installation and debugging.
/kloc-when Germany occupied Shandong more than 0/00 years ago, German soldiers who were far away from home wrote to the German emperor (who didn't know at that time) to complain because they didn't have beer to drink. Because all the people in that country like beer, the emperor seems to know it very well, so he took the beer brewing equipment to Qingdao by sea boat. As a country of beer, Germany's technological type of beer has become a cultural attribute, so its brewing equipment is of course top grade. The equipment shipped to Qingdao belongs to lager beer brewing equipment. Therefore, from the category, Tsingtao beer belongs to Germany Lager. In addition to equipment, there are two things that are crucial, one is malt and the other is water. The malt of that year should be local malt in Shandong, just like Shandong people. The popular English word used to describe this feature is robust. This word was used in Robust pure water a few years ago. What about water? It's spring in Laoshan Mountain. Wow.
This casual event has made the best beer in China and even the whole Far East. There is no "one"-only one.
On June 28th, the World Brand Conference jointly sponsored by World Brand Lab and World Economic Forum was held in Beijing. The list of "Top 500 Most Valuable Brands in China" in 2004 was released at the conference, among which Tsingtao Brewery ranked 3 1.
At the same time, Tsingtao Brewery ranks first in the beer industry with a brand value evaluation of 65.438+06.873 billion yuan, and continues to dominate the domestic beer market.
However, in this moment of flowers, what is often forgotten is the difficult process of flower growth.
During the evolution of Tsingtao Brewery from an aristocratic brand to a popular brand, many people questioned its strategy of "becoming bigger and stronger", that is, the strategy of extension and low cost, which would make Tsingtao Brewery bear a heavy burden of supporting small breweries. The "noble" brand has never been noble, and it is still unknown whether it can lead Tsingtao Brewery to glory. ...
In fact, Tsingtao Brewery, as the only national sales brand in China beer industry, has long wanted to become the leading brand in the domestic beer consumption market. However, in 1997, its market share was still in a poor position: other domestic brands accounted for 67% of the market share, joint venture brands accounted for 3 1% of the market share, and they only accounted for 2% of the market share, while there were more than 90 overseas brands. So, how easy is it to make Tsingtao Brewery the leading brand in the domestic beer consumption market?
However, this was the reality of China beer market at that time. Although Tsingtao Brewery only had a market share of 2%, among the beer enterprises in China at that time, its market share was the first in the industry, and it could be regarded as a leader in the industry.
However, an enterprise's business strategy may often be inspired by some environmental changes.
At the end of 1996, the Shandong provincial government formulated ten policies and measures aimed at cultivating eight key enterprise groups, among which Tsingtao Brewery Group ranked. Among the "ten measures", such preferential policies as "enjoying the preferential policies of" optimizing the capital structure "and establishing the pilot enterprises of modern enterprise system" and "returning all the income tax actually paid by the financial department at the same level to the enterprises in order to increase the state-owned liquidity" are quite attractive.
During the period of 1997, in order to change the current situation of low efficiency and prominent structural contradictions in the beer industry and promote the upgrading of the whole industry, China National Light Industry Federation officially issued the Product Structure Adjustment Plan of the Beer Industry. It is clearly pointed out that in the adjustment of enterprise organizational structure, based on the reorganization and transformation of existing enterprises, we should concentrate on selecting the best and supporting the strong, support the development and growth of large enterprises and groups, and enhance their competitiveness. Around 2000, the total annual output of Qingdao, Pearl River and Yanjing will reach 4 million tons, accounting for 20% of the whole country. Support the backbone beer enterprises to expand the production scale reasonably, and hope that the state will take measures such as suspending the debts of the merged enterprises to support the development of collectivization; Cooperate with local governments to support key enterprises and further reduce the number of beer enterprises in China.
It can be said that the above environment has inspired Tsingtao Brewery to implement the strategy of extension expansion and low cost, but this change in environmental background is actually not a panacea to support large enterprises and groups, but only a catalyst. The most important thing is that although he aroused the reverie of Tsingtao Beer, Pearl River Beer and Yanjing Beer, those beer makers who are princes, such as Xue Hua, Chongqing, Jinxing, Harbin, Dongxihu, Qianjiang, Blue Ribbon, Xuanhua, Shengquan, Jinlongquan, Jin Xue, Giants, Lan Jian, Yellow River, Kingsbury, Baoji, Baotu Spring and Folk Music, also have their own ideas. In this way, a leap-forward race in China beer market began.
Therefore, all beer manufacturers in China started an unprecedented contest. Large manufacturers rely on brands to increase sales promotion and seek benefits by scale, while small and medium-sized manufacturers seek local protection, tax reduction and exemption to grab the market at low prices and seek a way out. As a result, the profit of the industry is extremely meager, and the price of a single bottle of beer and wine in the market is not as high as that of pure water in plastic bottles.
In fact, every beer enterprise has its own secrets, and Tsingtao beer is no exception. During the planned economy period, Tsingtao beer products are well-known at home and abroad, and have always been the leader in the domestic market share of high-grade beer, covering all parts of the country. This coverage mode mainly relies on the state-owned commodity wholesale and distribution unit-sugar liquor company to operate. In the past planned economy period, sugar liquor company was equivalent to fulfilling the product distribution function, and according to the national plan, Tsingtao beer was continuously transported to all parts of the country. However, due to the transition from a planned economy to a market economy, this sugar and liquor company can only be a transitional unit with little vitality, and it is destined to disintegrate or privatize in the near future. So not only Tsingtao beer, but also other domestic beer manufacturers are thinking about the same problem, that is, the future beer market can only be developed by beer manufacturers themselves. Therefore, at that time, Yanjing and Zhujiang Beer had already begun to exploit the local beer market with their own advantages (among the neighboring beer enterprises, their production equipment and technology were in a leading position, thus ensuring the product quality), and they could only take a road of "expanding the local market first and then expanding the foreign market". At the same time, it is mainly because Beijing and Guangdong are in an advantageous position in the country in terms of economy, population and consumption. If they each occupy local market share, the income will be considerable.
However, Tsingtao Brewery not only does not have this geographical advantage, but also realizes that the crisis is coming, especially in market expansion. As Mr. Peng later said a classic sentence: "Tsingtao beer was the first to enter the market, but it was the last to enter the market economy." At that time, the weakness of Tsingtao Brewery's market development ability was directly revealed, which was embodied in the following aspects: First, Tsingtao Brewery knew that the future beer market could only be developed by the manufacturers themselves. Tsingtao Brewery had never had its own special sales company, so it was difficult to keep up with the changes in the real market for a while, not to mention having a professional beer sales team could not be completed in about one year. Second, the disintegration or privatization of sugar and liquor companies around the country has relatively dispersed or disintegrated the power of Tsingtao Brewery's distribution network and distribution channels, providing a group of newly emerging individual distributors with opportunities to develop and grow by relying on local beer brands, which will inevitably slow down the pace of Tsingtao Brewery becoming the leading brand in the domestic beer consumption market. Thirdly, beer products are considered to have a certain sales radius because of factors such as cost and quality. However, Tsingtao Brewery is located in Qingdao, Shandong Province, at the easternmost tip of Shandong Peninsula. And because there is a relatively large brewery in the same city-Laoshan Brewery, Laoshan Brewery also has a major market share in Qingdao. At that time, there were more than a dozen breweries with beer production capacity above100000 tons in Shandong cities, with various brands and spheres of influence, which made Shandong the forefront of the national beer market and the competition was extremely fierce.
So looking at the above factors, combined with the actual market environment at that time, we can think that Tsingtao Brewery had to face three problems correctly at that time:
1. In the future, China's high-end beer market will face the impact of foreign brands, its advanced brand operation and marketing methods. As a leading enterprise in the domestic beer industry, what kind of strategy will Tsingtao Brewery hold? Retreat, surrender or fight head-on? If it is a frontal battle, what tactics will be used to deal with it?
2. Before establishing a perfect marketing system, how can we stabilize and broaden our own sales network and channels nationwide?
3. Facing the rise of Yanjing and Pearl River, how to maintain the leading position in China beer industry?
It is conceivable that Tsingtao Brewery had to solve the above three problems at that time. To solve these problems, it is doomed that its future strategy cannot "strengthen the local market first, then expand the foreign market" like Pearl River and Yanjing, and she must take a road that suits her.
Perhaps coincidentally,1June 1996, Mr. Peng, the former director of Qingdao No.2 Food Factory and the chairman and general manager of Qingdao Dayang Food Group Company, joined Tsingtao Beer.
Later generations commented that Mr. Peng's contribution to Tsingtao Brewery was quite high, which was true. However, few people know what the key content of Tsingtao Beer is.
It can be said that at that time, the decision-makers of Tsingtao Brewery clearly realized the seriousness of market development. However, Tsingtao Brewery is one of the key state-owned enterprises in Qingdao and the focus of China beer industry. Any action of Tsingtao Brewery will attract the attention of the industry, the whole country and even the international community. It is very appropriate to use a simple metaphor to describe Tsingtao beer at that time. She is like a hot potato. Whoever praises her well will be famous. If you don't grasp it well, you will be ruined or even ruined.
However, it is Peng Zong's personality that blends well with Tsingtao Brewery in trouble, although some of Peng Zong's ideas and practices at that time were still doubtful to outsiders. I remember at a beer marketing seminar, a doctoral tutor who was good at the marketing of Sun Tzu's Art of War cited an example of Peng Zong's relationship marketing to show his personality charm. Peng Zongyuan put down the famous brand shelf of Tsingtao Brewery and began to produce popular wine suitable for people's consumption. This idea is very surprising, ordinary people dare not imagine, and even made the then Qingdao municipal government and other relevant departments have doubts. To this end, Mr. Peng felt great pressure and had a premonition that he would lose his job, so he held a large-scale national beer marketing seminar in Qingdao through various channels, and invited the veterans of the national beer industry and related departments including Beijing to participate. They agreed that Mr. Peng's ideas and practices were correct, which made Mr. Peng escape.
General manager Peng is such an aggressive person who has the means to achieve his goal. Because he put down the famous brand shelf that Tsingtao Brewery only produces high-grade wine and began to produce popular wine suitable for people's consumption, Tsingtao Brewery's market share in Qingdao alone soared from 20% to 80%. During his tenure, Tsingtao Brewery went out of Shandong, faced the whole country, merged more than 20 beer enterprises, with a total production scale of over 65.438+0 million tons, and successively invested 400 million yuan to set up marketing companies, branches and offices in more than 40 cities across the country, recovering the total distribution right in Hong Kong and realizing direct supply to consumers.
Perhaps because Tsingtao Brewery joined Peng, a courageous and scheming general manager, and found a fulcrum for Tsingtao Brewery's low-cost expansion strategy, Tsingtao Brewery was destined to flourish that year.
Finally, if we want to summarize the evolution history of Tsingtao Brewery from aristocratic brand to popular brand, we might as well describe it in one sentence, that is, a specific brand (a famous brand bred during the planned economy period in China) made Tsingtao Brewery today because of a specific environment (disorderly market competition) and a special personality leader (Mr. Peng) at a specific period (the planned economy turned to market economy). Perhaps one of the factors has changed, and so has Tsingtao beer.
Brand integration of Tsingtao beer.
Since 1994 acquired Yangzhou Beer, Tsingtao Brewery Group has invested 670 million yuan in nine years and successively merged more than 40 beer enterprises in Xi 'an, Pingdu, Jixi, Maanshan, Shanghai and Guangdong, but the profits of these 40 enterprises are flat at 1/3, 1/3. In 2003, the speed of merger and expansion of Yanjing, Qingdao and China Resources Beer Group slowed down obviously, and the competition in the beer industry has shifted from resource competition to a new stage of resource integration and brand competition.
As it happens, this year is the centenary celebration of Tsingtao Beer. A century-old Tsingtao Brewery obviously needs a mature brand strategy if it wants to continue to be brilliant for a hundred years.
From "brand penetration" to "brand integration"
The regional characteristics of China beer market are obvious. Local consumers' habitual and preferential consumption of local brands and some non-market factors force the three major beer groups to explore the market only through the strategy of "brand penetration": that is, buying a local enterprise, injecting their own management mechanism, advanced technology, product formula and marketing experience, and then continuing to sell under the original brand.
After several years of infiltration, the three major beer groups have made great progress in market share, output and brand awareness, and also have dozens of brand resources, and their market control ability and competitive strength have soared significantly. However, the brand management strategy of focusing on local market in scale expansion has increasingly restricted the overall development and long-term development, and the contradiction between focusing on short-term local brand strategy and focusing on long-term overall brand strategy can no longer be reconciled-"brand integration" is waiting for no one.
Relatively speaking, China Resources, which has never had a strong beer brand, relaxed and took "Snowflake" as a strong national brand in the future.
Similarly, Tsingtao Brewery also launched the "Brand Slimming Plan" in a timely manner, aiming to reduce more than 40 brands to below 10 in five years, and make Tsingtao Brewery, Hans, Laoshan Mountain, Shanshui and other high-end brands into the main force, and finally form a "pyramid" brand structure of main brand, sub-brand and sub-brand, that is, Tsingtao Brewery and Hans and other foreign beer brands form the top of the brand pyramid, while Tsingtao Brewery and Laoshan Mountain form the top of the brand pyramid. The consideration is to maintain the brand image of Tsingtao Brewery as much as possible, fully tap the original positioning value of other brands, establish a firewall between high-end brands and low-end brands, and improve the security of high-end brand value.
From "Pyramid" to "Limited Brand"
Throughout the world famous beer manufacturers, there are no more than four or five brands, or even one brand. Centralized resources are the guarantee for the rapid accumulation and amplification of brand value, and the power of one punch is really better than five fingers. For Tsingtao Brewery with 40 brands, "pyramid brand strategy" is a way to integrate brands, but it is only a stopgap measure and a compromise to the embarrassing situation. This so-called "focus, but also full attack" brand integration, in fact, it is very easy to "collapse without focus."
We know that the higher the brand positioning, the smaller the sales volume and the higher the brand investment, so there are always few high-end brands of general manufacturers, basically one or two. There are several high-end brands under Tsingtao Brewery. Other high-end brands are basically regional brands except Tsingtao Brewery, and their market influence is very limited. According to the "pyramid strategy", these high-end brands and "Tsingtao Beer" are at the same strategic height, which will greatly disperse their own strength, which is quite unfavorable to the brand building of the spire.
In addition, the brand positioning of "Tsingtao Beer" from the spire to the tower body is vague, and its value has been delayed. This is obviously not a good thing for Tsingtao Brewery, which has established a high-end beer brand image in China for a long time, and it is easy to eventually lead to unclear brand positioning value. Moreover, this downward trend also tends to slide to the tower foundation. In some markets, especially in areas where Tsingtao Brewery has no brand of "real estate selling land", such as Beijing and Hubei, it is not uncommon for Tsingtao Brewery to enter the market at a low price. Such endless cross-border sales, the damage to brand value can not be underestimated.
Moreover, with the increasing concentration of China beer market, the intensity of brand competition will continue to increase. Whoever has a clear brand positioning and strong influence will take the lead in the market. The reality is that China Resources and Yanjing gradually concentrate their brand investment on a certain brand, and the way out for Tsingtao Brewery will be to compete with it with the corresponding strong brand, and this strong brand is Tsingtao Brewery. Of course, another choice for Tsingtao Brewery is to "shelve" the brand of Tsingtao Brewery-strictly position it as high-grade beer, and then vigorously promote it with "Hans" or another brand as a middle and low-grade brand, so that you can attack and defend freely.
Limited brand strategy is the only way for Tsingtao Brewery, but the value of many other brands has been neglected? Of course not.
The essence of the strategy of "limited brand" is that Tsingtao Brewery is the main brand, occupying the high-end positioning and other well-known brands are in the middle. Take the common mass brand as the firewall of high-end profit protection, adopt the limited investment strategy of brand value harvest, promote growth through sales, give full play to the original brand positioning in the local area, and gradually recover the value deposited in these brands, and the recovered funds can be invested in the brand building of Tsingtao Brewery. After several years of transition, some brands will gradually decline with the restoration of the original brand value, and enterprise resources can naturally be concentrated on several powerful brands.
From Limited Brand to Differentiated Brand
The significance of "limited brand" strategy lies in the concentration of brand value, that is, the value of multiple brands is concentrated in several places, forming a strong brand front. However, the next problem after brand value centralization is the maximization of brand value.
"Single brand" is centralization after centralization, and finally integrates brand value, but this method is extremely risky. For several powerful brands, even if they don't deliberately create differences to promote their brand image in the eyes of consumers, it is almost impossible to successfully superimpose their values on a brand. Moreover, for the mass consumer goods market like beer, the "single brand" strategy makes the brand have little room for manoeuvre in functional positioning, value orientation and even flank defense. Even a brand management expert like Coca-Cola has to rely on several auxiliary brands such as Sprite to establish a brand front, which echoes the main brand of Coca-Cola in taste and image.
The brand "Tsingtao Brewery" has been circulating for nearly a hundred years, and has been showing its fine positioning and gold medal quality. The brand is indeed "horizontal and long-lasting" and "vertical and far-reaching". This feature is also the value of "Tsingtao Beer". Therefore, the corresponding brand value maximization strategy will be launched around this point.
The strategy of "Differentiating Brands" takes Tsingtao Brewery as the core, differentiates several strong brands that are not Tsingtao Brewery through functions, experiences and values, while Tsingtao Brewery in the center remains neutral, seeking grades without differences, paying attention to brand influence and shaping national leading brands. The brand front of Tsingtao Brewery formed in this way will be a brand cluster in which Tsingtao Brewery embodies the core brand value and other strong brands meet the characteristic requirements, and finally maximize the brand cluster value.
Perhaps Tsingtao Brewery has basically completed the road of brand integration by this step.