When it comes to beer, we are all familiar with it now, but do you know that beer was not very popular when it was first introduced to China? Later, in the 21th century or so, the huge market of beer in China was greeted by many state-owned breweries, including Snow Beer, which we are now familiar with.

From the perspective of development speed, Snow Beer deserves to be the representative of China in the world beer field. China Resources Snow Beer (China) Co., Ltd. was established in 194, and achieved the first sales volume in China in 2112 through acquisition, merger and expansion.

in p>2113, China resources snowflake broke through the "double 11 million kiloliters" (company sales and snowflake brand sales), setting a new record for beer sales in China, and became the first beer enterprise in the world with brand sales exceeding 11 million kiloliters. It only took 21 years.

in the past p>21 years, an enterprise has grown from scratch, and Snow Beer has grown from 211,111 tons to 11 million tons, and has successfully reached the top of the world in single product sales. This growth rate is really amazing. How did a company established in 1994 reach the top of the industry?

1. Strategic layout with China characteristics

Snowflake Beer has chosen an independent development path with the characteristics of China brand, and the strategic innovation according to local conditions has led Snowflake to "go to the world bravely".

China Resources Snowflake made a sober judgment on the social structure and development trend of China at that time: China is in a stage of rapid development, China has the largest number of beer consumers in the world, and there are more and more disposable personal income people in China, which is the premise for the explosive growth of beer consumption. According to the national conditions, China Resources Snow has carried out the strategic layout with China characteristics, which has created the number one beer sales in China.

Facing the rapidly growing market opportunity, Snow Beer chose the development strategy of "market first, then profit", and made use of the strong capital support of China Resources, constantly "staking the land", carried out a large number of mergers and acquisitions, and made efforts in the low-end wine market to seek the largest market share. China Resources Snowflake became the first in the national sales volume in 2116, and it has been maintained to this day. In 2111, it broke through the sales volume of 11 million tons and entered the ranks of the top five beer giants in the world.

Based on the analysis of the development mode of the international market, Snow Beer lays out the present on one hand and looks to the future on the other. While doing a good job in the beer market of those economically developed cities with high capacity and low growth, such as Beijing, Shanghai, Guangzhou and Shenzhen, we also have a predictable layout in areas with high growth but low capacity, such as Tibet, Yunnan, Guizhou, Gansu and Qinghai, thus turning the goal of being the first beer in China into reality.

In the development of marketing road, Snowflake has also taken a unique road different from that of European and American countries. It does not adopt the development model of mature European and American countries: it makes an accurate distinction in functions and directly develops its brand for the national market. Instead, we chose a road that is more in line with China's reality: first, we should achieve high market coverage, so that consumers can buy it everywhere and often see it, and then we should improve brand communication.

Snow Beer chooses to gnaw at the hard bone of the channel first. After the channel is paved smoothly, it will gain a firm foothold in the industry and then improve its popularity. In the case of both channel development and channel deep cultivation, Snow Beer not only obtained the largest channel scale, but also gained control over its own channels that other competitors did not have, thus forming its own industry "moat".

after the foundation is firmly laid and stabilized, channel testing and market penetration will be realized with low-end beer. China Resources Snowflake, which occupies the scale advantage, slightly improves its product positioning, which means hundreds of millions of profit growth. In 2115, after completing the integration of its brands, China Resources Snowflake began to build its brand, constantly increasing the connotation of brand culture and making efforts to the middle and high end.

In p>2111, the sales volume of China Resources Snow exceeded 11 million tons, and in 2113, the sales volume of Snow Brand also exceeded 11 million tons. The annual sales volume of China Resources Snow was 11.72 million tons, accounting for 23% of the industry total of 51.615 million tons in that year, and its share advantage was expanded in the following years. What is not known to the public is that Yanjing became the first in sales volume in 197, and the annual sales volume of Snow Beer was only over 211,111 tons.

2. Turn 26 cats into tigers

In p>1964, there was a new type of beer, which won the first prize at the evaluation exhibition of Guozui (a national beer judge) and experts in the field, and became the outstanding beer brand in China. China Resources Snow Beer is named "Snow Beer" because of its fragrant smell and cool taste like snow.

due to the limitation of beer preservation technology and transportation conditions, China's beer industry once formed a situation of "local separatism and feudalism", and there were 813 beer enterprises in China in 1988. At that time, Snow Beer was just a small sesame factory in this corner. At the end of 1993, China Resources cooperated with the former Shenyang Brewery to establish China Resources Snow Beer Co., Ltd., which opened the prelude for China Resources to enter the beer business.

1994 marked the structural change of beer in China. With the establishment of China Resources Snowflake and the acquisition of Yangzhou Brewery by Tsingtao Brewery, the beer industry in China began the process of staking out the land and increasing its production capacity through mergers and acquisitions. In order to penetrate the "point" market, China Resources Snow acquired 26 strong brands, that is, the largest beer enterprise in the region, and then increased to more than 41, and finally reached 111. With the support of abundant capital, through the "mushroom strategy" and "the strategy of central cities along the Yangtze River and the coast", the production capacity of snowflake has grown rapidly.

Compared with foreign beer companies, they all have a unified national brand. At that time, Mr. Ning Gaoning, the general manager of China Resources Group, proposed "to turn 26 cats into tigers", that is, to unify a national brand to face the competition. Because in the case of increasing industry concentration, there are many wolves (competitors) in the market waiting for an opportunity to eat these 26 cats.

So China Resources Snowflake began the process of gathering cats into tigers. After the acquisition of each enterprise, in addition to injecting capital, replacing equipment and improving product quality, China Resources Snowflake is also committed to improving enterprise management capabilities. China Resources divides regions, and implements unified management, complementary advantages and coordinated development among regional companies. Since 2112, all sales areas of China Resources Snowflake Beer have entered the market under the brand of Snowflake, which has avoided all kinds of problems caused by brand confusion that has plagued other enterprises and enabled enterprises to develop rapidly.

The merger and acquisition of Snow Beer in China seems to be smoother than that of its foreign counterparts. The frequent news of mergers and acquisitions even gives the public a feeling that the main reason why China Resources Snow can achieve rapid growth is the merger and acquisition. That was not the case. At the end of 2112, the internal calculation of China Resources Snow Beer found that the sales volume of the merged factories only accounted for 35% of the total sales volume, and the remaining 65% came from the expansion of China Resources Snow Market and new factories.

For Snowflake, M&A only partially solved the production capacity and pipeline resources, and the market share of Snowflake Beer was more of its own.

3. Achieve the ultimate channel management

Among many beer brands, China Resources Snow's beer sales channel can be called the ultimate. In the increasingly fierce competition of China beer industry, all enterprises want to occupy the leading position in China's huge market. In the current market environment, products and other factors are no longer the key to the success or failure of enterprises, and marketing channels have gradually become the dominant factors in the market.

the traditional distribution mode adopts the mode of "manufacturer-wholesaler-secondary wholesaler-terminal", which makes it difficult for manufacturers to manage the terminal and has poor market control ability. With the increase of the number of beer factories in China Resources Snowflake, the problems such as goods smuggling and management caused by weak channel control are highlighted. In 2112, China Resources Snowflake transformed and upgraded its marketing channels, and these consumers' "invisible" efforts created the moat of the enterprise.

China Resources Snowflake has designed a "manufacturer-operator-distributor-terminal" model, which transforms wholesalers into operators, and most of the sales work is undertaken by manufacturers. The sales managers of Snowflake Beer directly enter retail stores, restaurants and other terminals to promote, serve, display and maintain the price system. Make the process of beer reaching consumers controllable, and all distribution links are controllable distribution management, and any link has the possibility of improving the effect and efficiency.

China Resources Snow also effectively connects products with channels. Brands such as Facebook, Pure Life, Zero Point and Jingzun mainly go to high-end hotels, hotels, bars, night shows and large supermarkets, and at the same time buy out some hotels; Mid-range "Braving the World", refined wine and other places are mainly ready-to-drink places, catering terminal hotels, bars and convenience stores and supermarkets in non-ready-to-drink places; Low-grade snowflake special and snowflake ring labels enter convenience stores, small supermarkets, grocery stores, grocery stores and some small restaurants, food stalls and snack bars.

monopolizing the terminal by means of terminal buyout, and at the same time, the relationship marketing of China Resources Snow business salesmen in low-end terminals is equally amazing. The long-term cooperative relationship with the terminal sales in the low-end market is undoubtedly a curse on competing products, and it is almost impossible for other brands to make a breakthrough again. Fine regional division, store franchise, advertising investment, terminal beer franchise and even store display support have laid a solid foundation for China Resources Snow Beer terminal monopoly.

4. Occupy consumers' minds

China Resources Snowflake has made an in-depth study on the beer consumption characteristics of China people. For example, more than 95% of domestic beer consumption is consumed with meals, while this proportion is only 35% in Russia, 15% in Japan and South Korea, and 5% in Europe and America. Because it is served with meals, China people drink a large amount of beer at a time, and the drinking rate is fast.

Therefore, on the one hand, China Resources Snowflake has an insight into the taste of alcohol suitable for China people, and on the other hand, it reduces the proportion of higher alcohols in the wine body according to the drinking habits of domestic consumers, bringing a more comfortable and relaxed drinking experience. The study also found that 47% people in Germany would choose non-alcoholic beer or beer with low alcohol content. China Resources has also invested a lot of energy in product research and development, and launched many categories such as fruity beer, barreled fresh beer, snowflake stout beer and alcohol-free beer.

China Resources Snowflake can quickly dominate the middle and low-grade beer market, and stable and unified product quality control plays a decisive role for such a huge enterprise. China Resources Snow has achieved unification in the aspects of raw material procurement, water treatment technology, brewing technology and quality control of products before leaving the factory, thus ensuring the consistency of products of such a huge enterprise under many transformation factors in the production chain.

how does snowflake beer communicate with consumers after gaining in-depth insight into China consumers? The era of wine-drinking and binge drinking has passed, and quality first, value return and cultural guidance have become the theme of beer. With the background of globalization and China's status as the number one seller, Snowflake's brand marketing has also embarked on a road with China characteristics.

Since p>2112, all the sales areas of China Resources Snowflake Beer have entered the market under the brand of Snowflake. After a difficult process of channel development such as replacement, running-in, cultivation and service, it has gradually developed and standardized from the initial unclear variety and unclear VI, and formed a unified brand image of Snowflake Refined Wine with five China elements: Chinese seal, window grilles, fan, brush strokes and facial makeup.

Since 2115, China Resources Snow Beer has launched the activity of "Snow Beer Enters the World Bravely". Every challenger in the Himalayas, the Long March Road and Hoh Xil is full of the spirit of being brave and brave, casting a unique brand image of Snow Beer and conveying the spiritual connotation of enterprising, challenging and innovative. "Snow Beer Braves the World" has also become one of the highly recognized slogans.

In p>2118, Xuehua sponsored the Tsinghua University Institute of Architectural History and Cultural Relics Protection, which popularized the ancient architecture culture with books, pictures and video materials, and spread the profound connotation of the ancient architecture culture. In response to the positioning of the mid-range product at that time, "Snowflakes are purely ingenious", this culture and craftsman spirit were passed on. In the same year, the brand logo and special packaging with China elements were introduced, and Snowflake wanted to dominate the Wulin with its uniqueness.

In p>2118, the Olympic sponsorship was taken by Tsingtao Brewery, but Snowflake "flanking the Olympics" still played a beautiful marketing battle. In the brand value proposition, it is clearly put forward that "beer lovers, snowflakes support you", and in the advertising film, beer lovers are asked to shout "Only we can do this competition" to reflect the value of ordinary Olympic participants during the Olympic Games, which is closer to the hearts of beer consumers and has achieved great success.

Since p>2111, China Resources Snow Beer realized from the competitive situation that it had to occupy a certain position at the top of the cake to be invincible, so it accelerated the layout of high-end wine. The development strategy of high-end wine was formulated to create high-end brands such as Snow Face. By 2116, high-end beers such as Jinbiao Jingzun and Facebook (Hualian, Hua Dan, Dark Beer and White Beer) were gradually introduced, and high-end brand stories were created one by one.

In April p>2115, China Resources Venture sold all non-beer assets such as retail, drinks, food and property for HK$ 28 billion, and became a listed company focusing on a single beer industry. The abbreviation of Chinese stock was changed from "China Resources Venture" to "China Resources Beer". In the second half of 2115, Budweiser InBev Beer, the world's largest beer manufacturer, reached an acquisition agreement with SAB Miller, the world's second largest beer manufacturer, creating a super beer enterprise with a market value of 251 billion US dollars.

SAB Miller holds 49% of the shares of Snow Beer, while Budweiser InBev has 18% of the market share in China. When the merger of the two companies is completed, it is bound to face the "anti-monopoly" review of the China Municipal Government. As a result, SAB Miller has to unload Snow Beer, a high-quality asset of China beer. In March 2116, China Resources Beer repurchased 49% equity of Snow Beer held by SAB Miller for US$ 1.6 billion, and Snow Beer became a wholly-owned subsidiary of China Resources Beer Company. China Resources Snowflake will form a confrontation with its more powerful competitor Anheuser-Busch InBev.

since the end of 2117, the beer industry has ushered in a wave of price increases. This move is interpreted by the industry as the industry has entered a turning point, from the important scale in the past to the era of quality. Although snowflake beer, which has been firmly in the top position in terms of output, is still a huge test in the face of the sinking of foreign beer channels. Most of China Resources Snow products are in the mid-end market, while its competitor Budweiser InBebodo is mainly in the high-end market. Low-end brands not only consume a lot of resources, but also hinder their future competitiveness.

on March 8, 2118, China resources snowflake's superX, customized for young people, went on the market. By directly attacking the packaging and taste of young people, we will give them the brand spirit of "being born fearless" and endorse them with stars such as "Tomorrow's Son" to create younger products. This is also the first core product of China Resources Snow Beer since it was rebranded. "It not only shoulders the mission of upgrading China Resources Snow's own brand, but also bears the heavy responsibility of industry transformation and upgrading."

5. Conclusion

From its inception to today's brilliant achievements. With the structural adjustment of China beer industry and the social changes after China's entry into WTO, China Resources Snowflake has developed and grown. Over the past 21 years, it has created an industry legend, letting the world see the speed of China beer and China appreciate the speed of snowflakes.

Two big beer companies in the United States supply 97% of the market share, and China beer in the future.