Accidentally, this year is the century event of Tsingtao Brewery. Tsingtao beer in a century obviously needs a set of mature brand strategy, and the regional characteristics of China's beer market are obvious. Local consumers are not forced by market factors to buy only one enterprise by the three major beer companies, but devote themselves to local habitual and preferential consumption of local brands, plus some simple brand continuing marketing strategies such as management mechanism, advanced technology, product formula and marketing experience to open up the market. After several years of infiltration, the three major beer companies have made remarkable progress in market share, output and brand awareness. It also owns dozens of brand resources, and has made a significant leap in market control and competitive strength. However, when "brand integration" has been unable to coordinate the short-term local brand strategy and the long-term overall brand strategy, the long-term scale expansion management strategy has become increasingly restrictive to the overall development. Similarly, Tsingtao Brewery also launched a brand slimming plan in a timely manner, cutting more than 40 brands below 10 in five years, and finally forming high-end brands such as Tsingtao Brewery, Hans and Laoshan. Shanshui is the apex of the brand pyramid formed by foreign beer brands such as Tsingtao Brewery and Hans, and domestic famous brands such as Tsingtao Brewery, Laoshan and Shanshui are in Zhu's core strength, while other mass domestic brands establish Taji. The idea of doing this is to maintain the brand image of Tsingtao Brewery as much as possible, fully tap the original brand value of other localization, and build a firewall between high-end and low-end brands to improve the security of high-end brand value. We know that the higher the brand configuration is, the higher it is, but the number of pins invested by brands is getting less and less, so the general manufacturers attach great importance to the two major brands. However, Tsingtao Brewery clearly stands at the height of high-end brands. At present, other brands except Tsingtao Brewery are mainly regional brands, 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 is bound to greatly disperse their strength, which is quite unfavorable to the peak construction of pagoda brand. Moreover, with the continuous improvement of the integration degree of China beer market, the martyr degree of brand competition is also constantly improving. Whoever has a clear brand positioning and strong influence will take the lead in the market. The actual situation is that China Resources and Yanjing are gradually investing in a brand that goes hand in hand among some brands. Of course, the way out for Tsingtao Brewery is to compete with the corresponding strong brands, but the strong brand "Tsingtao Brewery" is certainly not. Of course, another choice for Tsingtao Brewery is to strictly position it as a high-grade beer, and then take another "Hans" or low-grade brand for strong promotion, so that it can attack and defend freely in another brand action. The key point of the strategy of "limited brand" lies in that Tsingtao Brewery is the dominant brand, occupying the end of high-end positioning, and generally well-known brands are placed among others, while ordinary mass brands are used as the firewall for high-end profit protection, adopting the strategy of limited investment in brand value harvest, promoting strength through sales, giving full play to the pre-positioning of ordinary brand positioning, and gradually recovering the value precipitated in the brand. The recovered funds in the future may be invested in the construction of Tsingtao Brewery brand. After several years of transformation, recovering the value of some brands and original brands will inevitably lead to gradual weakness and extinction, and enterprise resources can naturally be concentrated in several powerful brands. The significance of "limited brand" strategy lies in the concentration of brand value, that is, many brand values are concentrated in several places to form a strong brand. However, after the centralization of value, the next problem that the brand faces is the maximization of brand value. Since the brand "Tsingtao Brewery" has been postponing the exhibition of fine configuration and gold medal quality for nearly a hundred years, the brand's "horizontal device" is indeed quite "far-reaching". This feature is also the value of "Tsingtao Beer". Therefore, the corresponding brand value maximization strategy will be launched around this point. However, "brand strategy moves towards differentiation" takes Tsingtao Brewery as the core, and differentiates several strong brands of Tsingtao Brewery through the particularity of experience function and value. Tsingtao Brewery is in a neutral position, seeking grades instead of differentiation, putting time and energy on brand influence and shaping the leading brands in the country. The brand front of Tsingtao Brewery formed in this way will be a brand cluster where Tsingtao Brewery embodies the core brand value and another strong brand meets the needs of characteristic industries, so as to maximize the brand cluster value.

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