According to relevant personnel, "Shandong Jinxing" plans to enter the Linyi market with an investment of 300 million yuan and expand its position around Linyi. This will undoubtedly have a far-reaching impact on the beer market in Shandong Province.
Jinxing Beer Group is the backbone enterprise of the national food industry with a history of more than 20 years. At present, it is one of the four largest beer enterprises in China. At present, Jinxing Beer Group has set up 1 1 7 subsidiaries and 10 supporting branches in the whole country, with an annual beer production capacity of 2 million tons.
It is understood that Shandong Jinxing Beer Co., Ltd. plans to invest 300 million yuan with a construction scale of 200,000 tons/year of beer. In 2006, the output value can reach 65.438+0.5 billion yuan, the tax paid is 25 million yuan, and more than 300 people are employed. In 2007, the output value was 500 million yuan, the tax revenue was 75 million yuan, and more than 600 people were employed.
The entry of Jinxing Beer Group into our city will have an important impact on the beer market in our city and even the whole province. Shandong is a traditional beer province with more than 40 large and small beer enterprises. Shandong has not only Tsingtao Beer and Yanjing Beer, but also Yantai Asahi Beer, Taian Taishan Beer, Jinan Baotuquan Beer, Linyi Yinmai Beer, Dongping Amber Beer and other beer brands. Insiders pointed out that Henan Jinxing Beer Group chose to build a new company in Tancheng this time because Tancheng is located at the south gate of Shandong Province. Wang Zhi, general manager of Jinxing Group, said that building a factory here can repel competitors from the outside and restrain competition from the inside. The upper layer affects the Central China market, while the lower layer restricts the East China market and radiates the Central South market.
It is also known that the competition of Shandong beer focuses on cities, leaving a large rural market, and the strength of "Venus" is to be a rural market. With Tancheng as the center, there is no large beer production enterprise within the best sales radius of 150 km. Tancheng County has a population of more than 980,000, a huge rural consumer and a huge market potential. This is also an important reason why Jinxing Group chose to build a factory in Tancheng.
The main local competitive brands are: Yinmai Beer, Prince Beer and Venus Beer.
Market performance of competitive brands;
The address of Yinmai Beer is in Linyi. Linyi is the base of Yinmai beer. In terms of sales volume, Yinmai Beer ranks first in Linyi market. Yinmai's "super cool" beer is printed with the words "Great Hall of the People" and is defined as a government-specific wine. Linyi Municipal Government has given Yinmai Beer a lot of policy support. Yinmai Beer occupies Linyi and its sales volume is stable. The price of Yinmai beer ranges from 2- 10 yuan. In 2005, the sales volume of Yinmai Beer reached 270,000 tons. The sales network of Yinmai Beer covers all counties and towns in Linyi, and Zaozhuang, Weifang and other surrounding areas have good sales performance. For example, Yinmai Beer in Zaozhuang is one of the main competitors of Laoshan Beer. Yinmai beer has been deeply rooted in Linyi, and local consumers have high loyalty to Yinmai beer.
Prince beer is a beer brand in Jiangsu, which has a certain popularity in Linyi, especially its slightly sweet taste is liked by local people, and the named purchase rate in hotels is high.
Jinxing beer is a beer brand in Henan. Its sales volume in Linyi city is not too large, and its stores are mainly located in the suburbs, which has a certain mass base.
Main promotion methods adopted by competitive brands in the local area:
Yinmai Beer mainly buys shops, piles them in shops, moves shops for free, and carries out bottle cap exchange activities. In addition, Yinmai Beer is positioned as a special wine supply for the government. Yinmai Beer provides a large amount of beer for the Linyi Municipal Government free of charge every year (according to Manager Ma of Qingdao Beer Linyi Office, Yinmai Beer can provide about 200,000 yuan of Yinmai Beer for the government free of charge every year, but we think this data needs to be verified for reference only). All government guests drink Yinmai Beer at government meetings or government banquets.
Prince beer is a free store activity. In Linyi, Prince Beer was not found to do other activities, and it was sold only by the terminal.
Venus beer is free to shop, and the shops are mainly in the suburbs.
Third, consumer analysis.
Linyi City is the largest wholesale city in Shandong Province, with dozens of wholesale cities, large and small. Most local residents get rich by small commodity wholesale, and families with private cars are more common. The consumption level of consumers in Linyi City is relatively high. Linyi City has nearly one-ninth of the population in Shandong Province, with a huge consumer group. The local citizens in Linyi are very generous and influenced by the local Yinmai beer with many years of history. Local citizens have certain dependence and habits on beer consumption, and consume a lot of beer every year. This is a beer consumption metropolis.
There are many local cultural activities in Linyi, but the form of community roadshows is rare in the local area. By visiting consumers, consumers welcome such activities. Some local people also reported that Linyi people usually like to join in the fun and hope that there will be more such activities.
In terms of media, Qilu Evening News and Yimeng Evening News have a high circulation in the local area and are the main channels for consumers to receive product information. At the same time, store signs or in-store posters are also an effective channel for the output of information products.
In Linyi, consumers generally like Yinmai beer, mainly because Yinmai beer is an old brand in Linyi. Local citizens have formed the habit of consuming Yinmai beer, and consumers have high loyalty to Yinmai beer.
Fourth, the local market environment analysis
In September, major festivals in Linyi mainly include Scholar Culture Festival. The book saint of the Book Saint Culture Festival comes from Wang Xizhi, who is known as the "book saint" (Wang Xizhi is from Linyi). Last year's cultural festival also held the third cultural boutique Expo and local products fair, mainly for the display and sales of culture and products.
Qilu Evening News and Yimeng Evening News have a high local circulation. The quality of TV stations in Linyi is ok, and the ratings are also good. The buses in Linyi are relatively old, and promoting the car body is detrimental to the image of Laoshan Beer.
Linyi People's Square is the largest square in Linyi (bigger than quancheng square in Jinan), located in the center of Linyi, with a lot of vehicles and pedestrians passing by, which is very suitable for large-scale roadshows.
Verb (abbreviation of verb) The performance of Laoshan beer in the local market
Laoshan beer often enters Linyi later than Yinmai beer, and its local popularity is low.
Laoshan beer sells 2 yuan in the local supermarket and 3 yuan in the barbecue stall. Compared with the best-selling Yinmai Teshuang beer and Yinmai draft beer in Linyi market, the price of Laoshan beer is lower (Yinmai Teshuang plastic bags are generally sold and the price is equivalent to Laoshan beer), but the purchase rate of Laoshan beer is lower than Yinmai Teshuang beer and Yinmai draft beer.
At present, Laoshan beer has only been developed in five of the nine counties in Linyi market, namely Tancheng, Cangshan, Junan, Yishui and Yinan. Junan has just been developed recently, and the other four counties have not yet been developed.
In Yishui county, Yinmai beer accounts for 50% of the market, Laoshan beer accounts for 35% of the market, and other small brands can account for 5%. In Laoshan, Yinan, beer can now account for 60% of the market, and Yinmai accounts for 35%.
After Laoshan Beer entered Linyi, it launched 200 stores last year, which caused malicious competition from Yinmai Beer, and 100 was demolished by Yinmai Beer. However, the billboards put in also have a certain impact on the sales of Laoshan beer in a certain period of time. In 2006, the image ambassador selection contest was strongly supported by Linyi municipal government, which directly narrowed the relationship with the municipal government. At the same time, the competition was welcomed by the local people, and their enthusiasm for participating in the competition was very high.
Laoshan beer has not done any activities in Linyi, nor has it been systematically promoted. This mainly depends on the poor foundation of Laoshan Mountain in Linyi market, which is in the stage of laying the foundation. Among the three major beer market types in Laoshan, Shandong, Linyi market belongs to the accumulation market, and it is still in the primary stage of the market. Regarding the suggestion of the activity, combined with the activity of "paying the phone bill to send Laoshan beer" jointly carried out by Heze Market and China Unicom, Manager Ma thinks it is very feasible. Tsingtao Brewery Guo Hao proposed to buy a pack of Laoshan beer and send it to a scratch card, that is, the card was filled with spokespersons of various cities, and images of city spokespersons were collected and sent to Laoshan beer on 17. Manager Ma thinks this activity is also feasible. For roadshows and other activities, Manager Ma thinks that Linyi's market is still in the basic stage, and it needs to do some small-scale community performances, mainly to avoid direct shopping with "local tigers" and mutual paralysis.