Every four years, the World Cup has created a new market structure. Can Harbin Beer, which has invested heavily in winning the World Cup naming rights, break through? And can China Resources Snowflake catch a ride with the headquarters of foreign shareholders in South Africa? An unprecedented beer war is about to begin.
Budweiser Beer invested heavily in promoting Harbin Beer's national strategy.
The first quarter report of Anheuser-Busch InBev shows that the profit during the period increased by 5. 1% year-on-year, reaching $3.09 billion, higher than the profit expected by analysts. During the reporting period, the company increased by 15.9% in Brazil and decreased by 6.8% in the United States. Although Anheuser-Busch InBev Brazil and the United States are the company's two main markets at present, the importance of China market has not been fully reflected in the report, but Anheuser-Busch InBev emphasized for the first time in the report that Harbin Beer, a brand acquired by the company in China, has entered the core brand circle of the company.
"Budweiser spent huge sums of money to push Harbin Beer to the official beer throne of the 20 10 World Cup in South Africa, which really shocked the industry. Harbin beer is different from snowflake, Qingdao and Yanjing. It has always been a brand with obvious geographical features. The industry believes that it is risky for Budweiser to spend so much money on the national market for Harbin beer. " Jiang Yong (a pseudonym), an executive of a domestic beer company, told reporters. However, in the peer questioning, Budweiser still insists on making big beer. Judging from the public information of Budweiser and Harbin Beer, in addition to the high World Cup title fee, Budweiser has a long bill to pay: advertising fees for CCTV, newspapers, radio magazines and outdoor advertising fees for exclusive coverage of the World Cup, as well as promotion fees for sports marketing activities related to the World Cup.
Harbin beer was identified as a national brand promoted by Budweiser InBev Beer Group, and it also formed a market division with Budweiser: Budweiser focused on the high-end market, while Harbin beer was positioned as "impulse" and undertook the task of being a cheap mass consumer brand. According to the information released by Anheuser-Busch InBev, Harbin Beer has been distributed in more than 200 cities across the country, and 20 10 will cover 300 cities. Although Wang Dao, vice president of marketing and new products of Anheuser-Busch InBev in China, revealed that since 2006, Anheuser-Busch InBev has been selling Harbin beer in the United States, Britain and Southeast Asia, he admitted that it is the first task to make Harbin beer a national brand.
"Budweiser beer, as the largest foreign brand beer in China, has a mature network in the domestic core market. Harbin Beer can use this resource to distribute goods. With the huge publicity opportunity of the World Cup, Harbin Beer will occupy some blank areas of the market. " Jiang Yong analyzed. "Budweiser is not short of money, but the biggest problem now is that as a high-end beer, Budweiser has many factories, but the production capacity is not too large. It is obviously unrealistic for Harbin Beer to rely on Budweiser's national factory to achieve national sales coverage at once. " Jiang Yong said that although the World Cup is the top event in the beer industry, there are often many dark horses and even rewriting the industry structure under this opportunity, the immediate effect of Harbin Beer may not be too great under the current conditions. "In 2009, the sales volume of China Resources Snow was 8.37 million kiloliters, Qingdao was 59 1 kiloliters, and Yanjing also reached 4.67 million kiloliters. At present, the beer production in Harbin is about 3 million tons, ranking the top three. Obviously, there is still a long way to go. "
However, the title of Harbin Beer for the World Cup still forced a group of beer giants to fight hard. SA B Brewing Group, the second largest foreign shareholder of China Resources Snow Beer, happens to be one of the most important consortia in South Africa, the host country of this World Cup, and its status and influence in South Africa is comparable to that of South Korea's Samsung. According to industry insiders, Snowflake Beer has obvious geographical advantages in this World Cup, and Snowflake can join hands with SA B to gain a competitive advantage for its World Cup marketing. In addition, the relevant person in charge of the advertising department of CCTV also revealed that the 20 10 World Cup in South Africa has become a treasure trove for beer brand competition, and China Resources, Qingdao and Yanjing are already competing for favorable advertising time. It is understood that the advertising gold content of CCTV World Cup has reached the "sky-high price" of 6.5438+0.2 million yuan per second.
M&A War under the Online Advertising Front of Beer Giants
The four-year World Cup is an unprecedented baptism for the beer industry. Mergers and acquisitions in the beer market on the eve of the World Cup are also surging. Last month, the local beer giant Chongqing Beer 12.25% was sold, which inspired the beer giants to become the "king of Southwest China". At present, three domestic and foreign beer giants, China Resources Snowflake, Carlsberg and Budweiser, have formally submitted applications for transferring the equity of Chongqing Beer. In the same month, Budweiser started to build a beer production base in Ziyang, Sichuan, with an initial investment of 650 million yuan and an annual output of 300,000 tons. Fu, president of Asia-Pacific region of Anheuser-Busch InBev Group, said that this is the first production base that Anheuser-Busch InBev invested and built for the southwest market. Southwest China, which has been controlled by China Resources for many years, will go to war.
As the largest beer market in China, Henan has also set off a wave of integration because of the capital hunter China Resources Snowflake. At the end of last month, insiders of China Resources Snow admitted that China Resources Snow had signed an acquisition contract to acquire Zhumadian Yuequan, and the acquisition of Zhengzhou Oak Beer was also in progress. If China Resources Snowflake can finally win these two brands, it will rapidly enhance its competitive position in the Henan beer market war and challenge Jinxing Beer, the leading beer in Henan beer market with sales exceeding 20 million kiloliters, by virtue of its current share advantages of 65,438+/kloc-0,000 kiloliters and 250 kiloliters of oak beer.
Guangdong market, which has been playing as a bee in recent years, is facing more severe competition this year. In recent years, giant new factories such as Tsingtao Brewery, Yanjing, China Resources and InBev have been put into production one after another, and the total production capacity has increased to 5 million kiloliters. Last year, the market sales volume was only 3.2 million kiloliters. Due to the oversupply, the profit per ton has rapidly decreased from 300-400 yuan to less than 100 yuan. Pearl River Beer, the local beer leader, is also looking for a way out. Fang Guiquan, chairman of Zhujiang Beer, told reporters, "At present, Zhujiang Beer still occupies a leading position in key markets in Guangzhou, with an absolute share of about 60%. In order to consolidate the territory of Guangdong, intensive marketing will be intensified in the future. " Fang Guiquan said that Zhujiang Beer currently has eight sub-packaging plants in Conghua, Xinfeng, Shantou, Haifeng, Dongguan, Zhongshan and Yangjiang in Guangdong. "As long as the market leaders of these bases are well done, Pearl Beer can do a good job in Guangdong."
On March 25th, Harbin Beer, the earliest beer brand in China and the official partner of the 2065 438+00 FIFA World Cup in South Africa, joined hands with CCTV Sports Channel to launch the "Harbin Football Ice South Africa, CCTV South Africa Action Harbin Ice Pure Fancy Football Challenge" in Beijing. It is worth mentioning that Harbin Beer will be the first China beer brand to appear in the World Cup finals for the first time.
Harbin Bingchun Fancy Football Challenge is a competitive interactive platform for Harbin Beer to open to hundreds of millions of China fans. The contest will last for four months, combining online video selection and offline fun competitions, covering 54 cities across the country. It is estimated that the number of participants in the country will exceed 50,000, and 5 million people will vote for the players through the Internet. The final eight winners will represent China in the International Beer Cup 6-6 Football Championship during the 20 10 FIFA World Cup. At that time, China fans will stand in the 20 10 FIFA World Cup and compete with fans from all over the world to experience the glory and passion of the World Cup.
Mr. Fu, President of Anheuser-Busch InBev Asia Pacific, said: "Harbin Beer is the oldest beer brand in China and the first China beer brand to become the official partner of FIFA World Cup. The company hopes to further establish Harbin Beer's dominant position as a leading beer brand in China with the help of this large-scale World Cup integrated marketing campaign. The venue advertisement of Harbin Beer first appeared in the FIFA World Cup, which will also make Harbin Beer, a legendary brand in China, take a solid step on the international stage. "
Even more exciting, Harbin Beer also brought a unique glory experience to the lucky fans who participated in the challenge: awarding prizes to the best players in the World Cup. "It is the first time in world football that ordinary fans personally award the trophy symbolizing glory to the best player in the World Cup. This is also a China brand-Harbin Beer will take the lead in bringing the World Cup honor to China fans. " President Fu added.
Ruud gullit, a legendary football superstar and one of the "Dutch Three Musketeers", came to China as the image ambassador of Harbin Beer 20 10 FIFA South Africa World Cup, waving the flag and shouting for the "Harbin Ice Pure Fancy Football Challenge". Gullit said excitedly: "Being the best player in the World Cup and awarding prizes to the best player in the World Cup is the ultimate experience of a once-in-a-lifetime World Cup. Today, Harbin Beer has brought this supreme honor and luck to China fans. I am also honored to be a coach to help China fans realize this dream. "
As a key project in the pre-World Cup report, CCTV Sports Channel 20 10 South Africa World Cup special column "South Africa Action" presents South Africa's unique charm from sports, culture, nature, society, humanities, nationality and other perspectives with a total documentary of 10, tracking the grand occasion of "Harbin Ice Pure Fancy Football Challenge" all the time.
Mr. Jiang Heping, director of the sports channel of CCTV, said: "Through CCTV-5" South Africa Action "program, the audience can get in touch with Harbin Ice Pure Fancy Football Challenge at zero distance, fully understand the identity of the official partner of Harbin Beer 20 10 World Cup in South Africa while feeling the South African culture, and experience the young, fashionable, national and international elements of Harbin Beer brand, which can be described as a multi-channel win-win."
Mr. Ruan Wei, producer of South Africa Action and managing director of CCTV Sports Entertainment Co., Ltd. said: "As the exclusive commercial operation organization of CCTV-5, CCTV Sports has extremely rich experience in international competition operation management and sports marketing, which integrates the planning, packaging, media dissemination and promotion of Harbin Ice Pure Fancy Football Challenge and South Africa Action, and strives to establish a good cooperation start and a unique business cooperation model."
Wang Dao, vice president of China Marketing Department of Anheuser-Busch InBev, also said: "CCTV Sports Channel is the exclusive broadcaster of the World Cup in Chinese mainland, and Harbin Beer is the first China brand to join hands with the World Cup. Harbin Beer is very honored to have close, in-depth and comprehensive cooperation with CCTV Sports Channel to realize the tripartite interaction of brands, events and fans, and bring a full-scale World Cup experience to hundreds of millions of China fans. "
On the day of the event, many guests came to the scene to witness the opening of this large-scale World Cup. Mr. Mokesen, Minister of the South African Embassy in China, said with excitement: "The World Cup is held on the African continent for the first time, and South Africa will present a unique World Cup for all fans. Harbin Beer has built a bridge between China fans and the South African World Cup. I hope more China fans can enjoy the World Cup in South Africa and experience the unique customs of South Africa through such activities. "
Harbin Bingchunhua Football Challenge will be registered through the mobile phone network. At the launching ceremony, more than 2,000 fans signed up through SMS sent by the organizer. Football experts from all over the world showed their unique fancy football skills to the audience and won a full house applause. Gullit, ambassador of Harbin Beer 20 10 FIFA World Cup in South Africa, warmly interacted with the fans on the spot and carefully guided the ball skills. At the scene, the best fancy football player was also judged to be directly promoted to participate in the regional finals of the "Harbin Ice Pure Fancy Football Challenge".
In addition to Harbin Ice Pure Fancy Football Challenge, Harbin Beer will also launch a series of large-scale marketing activities around the World Cup theme. Gullit, the image ambassador of Harbin Beer 20 10 FIFA World Cup, will also train and challenge China fans one-on-one on FIFA online skills through the Internet.
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