At present, the Tokyo Olympics is in full swing, and beer and sports events can be said to complement each other. Major beer brands use popular sports events to promote sales growth. Ouyang Liqian, the founder of Li Qian Media and a researcher in the wine industry, told the Securities Daily that the key to doing a good job in sports marketing with the help of event hotspots is to "play together" and "interact" so that consumers can actively create content, thus driving the market to sell well, rather than just spreading it in one direction.
Heineken beer Asia-Pacific sales decline
According to the financial report, in the first half of 20021,the net income of Heineken Asia Pacific was 13. 1 billion euros, up by 5.4% year-on-year; Operating profit was 452 million euros, up 15.9% year-on-year.
It is worth noting that the total sales volume in the Asia-Pacific region in the first half of the year was 65,438+0,465,438+0,000 kiloliters, down 0.4% year-on-year; The total sales volume of beer in the Asia-Pacific region was 65,438+03,600 kiloliters, down 65,438+0.0% year-on-year and 5.6% compared with 2065,438+09. Among Heineken's four sales regions, only the Asia-Pacific region saw a year-on-year decline in sales.
In the announcement, Heineken pointed out that the continuous challenge of COVID-19 epidemic has the greatest impact on Heineken's business in Asia. The organization expects that some markets will gradually recover, while others will continue to be restricted until vaccination becomes more popular.
Regarding the performance changes, Ouyang Liqian analyzed that "the epidemic situation affects direct drinking channels such as restaurants and bars, which in turn affects the performance of Heineken beer; Secondly, the rise of beer such as Taishan puree competes with established beer such as Heineken for the stock market; Thirdly, the popularity of the low-alcohol drinking market has taken away the share of head beer such as Heineken; Finally, the famous wine introduced the marketing method of' ice drink', which put some pressure on the peak season of beer. "
In addition, Heineken Group expects that the operating profit margin in the second half of the year will be lower than that in the second half of 2020, and the annual performance will still be lower than 20 19.
Xiao, a wine marketing expert, said in an interview with Securities Daily that all Asian wineries, especially those represented by China, including Qingdao, China Resources Snowflake, Yanjing and Budweiser, are promoting their own brands of high-end beer, and they have increased their market expenses in night shows and catering channels. With the increase of market competitiveness and marketing expenses, the competition in the high-end beer market is more intense. The fragmentation of market share led to the decline of Heineken beer market share.
Beer and event marketing are closely combined.
According to the data of China Liquor Association, the output of beer enterprises above designated size in China reached1889kiloliter in the first half of the year, up by 10% year-on-year, but it has not returned to the peak of 201948kiloliter in the first half of 2009.
This year, the postponed European Cup, America's Cup and Olympic Games were successfully held. Ball games and beer have always been the best partners in summer, and beer companies used sports events to increase sales. Among them, Heineken beer entered the European Cup and became an official partner; Yanjing Beer launched customized products and released the marketing strategy of Winter Olympics to help Winter Olympics; Tsingtao Brewery built an offline watching party for fans and made 10000 beer cans for fireworks to bless athletes.
In a small way, the homogenization of products is becoming more and more serious in the market economy environment, and enterprises can only have psychological identity with consumers in terms of brand differentiation. Therefore, young people's beer is very willing to be closely integrated with world marketing such as sports events. On the one hand, it can create brand-related communication topics, on the other hand, it can form social attributes.
Ouyang Liqian said that being a sports partner can play the role of "stop loss", but it is difficult to play the role of "counterattack". At present, the beer brand pattern has been set. If we can't start with quality and taste, we can only start with marketing, which only enhances brand activity and has no immediate effect on the market.
"Crafted beer and niche imported beer have become the new favorites of the market in recent years, winning the love of high-end consumers with differentiated taste, rich hops taste and admirable consumption experience. Therefore, conventional industrialized beer must meet the higher demand of consumers in quality. " Xiao Zhuqing believes.