In 2006, the production and sales volume of China Resources Snow Beer exceeded 5 million kiloliters, accounting for about 1, 5 1 of the whole beer industry, becoming the first enterprise in China beer industry, breaking the unchanged pattern of China beer industry for many years. Snow Beer, a national brand owned by China Resources Snow, won the first place in China in 2005, and won the first place in China in 2006 with a production and sales volume of 30.37 million kiloliters.
From a single regional factory at the beginning of the establishment of 1994, China Resources Snowflake has developed into a professional beer enterprise with 48 factories and the highest production and sales volume in China. This is mainly due to the clear enterprise development strategy and successful integration model of China Resources Snowflake, as well as the perseverance, innovation and perseverance of all employees of China Resources Snowflake. China Resources Snow has always adhered to its own enterprise development path, from the initial strategy along the Yangtze River to the current national development strategy, and from the regional brand strategy to the current national brand strategy, which not only developed itself, but also contributed to the development of China beer industry.
Wang Qun, managing director of China Resources Snowflake Beer, said: China Resources Snowflake Beer has been striving for breakthrough and innovation, and its brilliant achievements today cannot be achieved without the recognition and support of consumers. China Resources Snow will continue to maintain a good development momentum, and * * * will work with other domestic beer enterprise partners to create a healthy and harmonious development atmosphere and provide a variety of high-quality beer for the majority of beer consumers.
Wang, president of china alcoholic drinks association, said: China Resources Snowflake Beer is the first beer enterprise in China beer industry to produce and sell more than 5 million kiloliters. With the steady and rapid development in the past ten years, it has developed from a regional single factory to the largest sales enterprise in the beer industry. The production and sales volume of China Resources Snow Beer quickly became the first in China, which also shows that the beer industry in China is undergoing major changes after years of integration of local beer enterprises and foreign beer enterprises, indicating that the beer industry in China is a healthy and fast-growing industry and a promising industry.
Tracing back to the source, Shenyang Brewery, the predecessor of China Resources Snow Beer Liaoning Company, has a production history of 73 years. Snowflake beer was really named as a brand-name product, and it was at 1979 the third national wine tasting of the Ministry of Light Industry. The foam was as white as snow and the taste was floral. Snowflake beer from Shenyang, the northeast of China, was rated as a national quality wine. Since then, "Snowflake" has become a famous brand product in the domestic beer industry, and it has also become the pride of Shenyang people. Both outsiders and Shenyang people have unabashedly expressed their praise and love for Snowflake Beer. Due to the limited production scale, snowflake beer has been in short supply in the market. Although Snow Beer has undergone two technical transformations and expansions since the early 1980s, its annual production capacity is only about 200,000 tons. Although the brand of Snow Beer is resounding, its scale and strength are not strong enough, so it is difficult to get out of the house and cross the barriers of regional and national famous brands.
Let "Snowflake" really go out of the house and "float" further, which is the dream that "Snowflake" people have been working hard. Opportunities always favor those who are prepared. At a time when Snowflake needs to inject powerful capital, absorb international advanced technology and management methods, and seek a strategic way to make this brand bigger and stronger, Shenyang Snowflake has attracted the attention of Hong Kong China Resources Group with its good market reputation and huge development potential. The famous brand effect of "Snowflake" and the powerful strength of China Resources Group complement each other and hit it off. 1994 Shenyang China resources snowflake beer co., ltd (now renamed China resources snowflake beer Liaoning co., ltd) was established.
After the joint venture, Snow Beer is even more powerful. Hong Kong China Resources Company and sAB, the world's second largest internationally renowned brewing group, have injected powerful funds into Snowflake and provided the most advanced management and technology in the world. Especially under the brand-new international management concept, Snowflake, a traditional well-known brand, is rejuvenated and has a stronger development momentum. Since 2002, it has been recognized as "China" by AQSIQ twice in a row.
The market is always the weather vane of products. "Snowflake" products have been positioned in ordinary consumer groups for many years, and its coverage in the low-end consumer market is very high. But the lack of high-end market means that it is difficult to become a real brand. In order to see it in high-end places, China Resources Snowflake Liaoning Co., Ltd. began to accelerate the pace of product structure adjustment. In view of the constantly refined market demand, they organized a special team, invested 3.8 million yuan each time, and flexibly used the "5w" analysis method (that is, who, where, when, what to drink, wrnt and why to drink) to conduct all-round market research. On the basis of accurately grasping the market demand, we have successively launched Snowflake Golden Wheat and Snowflake Colorful? High-end series products with different tastes, such as pure ice, ultra-pure snowflake and pure snowflake, have built a diversified product structure, so that "snowflake" can adapt to different consumer groups and seize more market share.
Connecting with international standards and introducing advanced management and technology from the world at a high starting point have enabled Snowflake to achieve leap-forward development in product structure and production scale. The brand value of Snowflake Beer, which has been rated as "China Famous Brand Product" continuously, is as high as1185 billion yuan! At the same time, Snow Beer also obtained the national product quality inspection-free certificate!
As the largest profit center of China Resources Snow Beer (China) Co., Ltd., China Resources Snow Beer (Liaoning) Co., Ltd. is the largest beer production base in Liaoning Province, with 8 production enterprises in Shenyang, Dalian and other cities. Taking stock of the growth track of China Resources Snow Beer Liaoning Company, what makes it gain great glory lies in its deep sense of responsibility and "homesickness" as a local enterprise. "Snowflake", with the lofty concept of "industry serving the country and contributing to society", has injected brand-new connotation into the concept of "corporate citizenship".
The tax amount is often the most important weight to measure a company's sense of responsibility. From 2003 to 2006, the profits and taxes paid by China Resources Snow Beer (Liaoning) Co., Ltd. were 336.5 billion yuan, 353.4 billion yuan, 410.65438+0.5 billion yuan and 723.7 billion yuan respectively.
Since 1998, the name "Snowflake Beer" has been prominently reflected in the tower of Liaoning Color TV Tower, the tallest building in Shenyang. Over the years, Snowflake Beer has benefited Shenyang, and the charitable love that has benefited the society has also set up a monument in people's hearts: 1998. From 2005, Snowflake Beer Liaoning Company participated in various public welfare activities for more than 23 million yuan. In a "Snowflake Hope Primary School", residents read newspaper columns one after another ... "Snowflake" is not only the best partner to accompany parties and have a good drink, but also enters the daily life of ordinary people with the charity feelings of the best corporate citizens. In the past eight years, Snowflake has set up 75 newspaper reading columns in newsstands and residential areas, costing nearly 600,000 yuan, adding a beautiful cultural landscape to Shencheng. In Suizhong County, taizihe district County and Liaoyang County of Liaoyang City, 4 Xuehua Hope Primary Schools were established with an investment of 400,000 yuan. In addition to establishing Hope Primary School, Xuehua also contributed 50,000 yuan to help 10 poor students study. Na Yongzhuo, general manager of China Resources Snowflake Beer Liaoning Co., Ltd. said: "As a mature enterprise, China Resources Snowflake should not only create wealth, but also undertake more social responsibilities and provide assistance to poor children within its capacity. This is a great cause that pays attention to the growing generation and contributes to the cultivation of talents in the motherland. Supporting public welfare undertakings, China Resources Snow Beer starts from itself and is also a process of continuous improvement and growth for us. "
With the belief of taking on more social responsibilities, the name "Snowflake" has appeared in various large-scale activities in Shenyang many times, such as the football match of China Resources Snowflake Plaza, the celebration of the successful bid for the Olympic Games, the float parade to congratulate the China team, etc ... Since 1999, Snowflake Beer has invested more than 654.38+million yuan in the lighting project of color TV towers, and the world-famous 2006 Shenyang World Horticultural Exposition in China was organized by Snowflake.
In the activities of cultivating elegant art, "Snowflake" also sponsored drama festival, China International Music Festival, New Year concert and so on. Since 1999, it has exceeded 500,000 yuan.
On August 15, 2005, after learning that Fushun, Benxi, Tieling and other places in Liaoning suffered from severe floods, senior leaders of Snowflake held a meeting overnight to study the love plan to help the affected areas. When the situation is very urgent, it is too late to buy other necessities, and Snowflakes already have a large number of orders and market demand, 25 tons of rice for brewing are still transferred from the warehouse and urgently sent to the hardest hit areas.
Looking through Snowflake's charity memorabilia, it is not difficult to see that in an emergency, Snowflake produces second, putting disaster and people first, and there are countless cases. In this way, Dongdatun Township got 3 10000 Jin of rice worth nearly 30,000 yuan from Snowflakes in an emergency.
From "China Famous Brand" to "Corporate Citizen", Snow Beer really exudes fragrance around with its excellent corporate citizen's mind and charm, like a delicate flower. ...
No matter whether it is the first in national sales volume or a well-known domestic brand, Snow Beer has always positioned itself as a loyal friend of consumers, bringing happiness and blessings to consumers with sincerity; No matter how long the road is in the future, Snowflake Beer has been struggling and striding forward with the belief of "being aggressive and challenging".