The World Cup, the summer, and the beer all come together, and only the passion and happiness are mixed. For beer companies, this passion and happiness is more than words, true to the touch. According to the data, from 2002 to 2009, China's beer production has been the world's number one for seven consecutive years, and the current annual output has exceeded 40 million kiloliters. Benefiting from the World Cup in South Africa, China's beer production this year will usher in a new history.
Needless to say, as the first Chinese beer company to successfully sponsor the football World Cup, Harbin Beer should be the happiest smile. However, even if Harbin Brewery has a big deal to sponsor the World Cup, it is still only a regional brand. How far it can go, but it is still a problem. In fact, the question of "how far can you go" is not only the need for serious thinking, but also the beer industry in China should think about it.
Although China's current per capita beer consumption is only over 20 liters, there is still a considerable gap between the consumption of 100 liters per capita in developed countries and Europe, and it is widely believed that the potential of China's beer market is infinite, but it must be clear that it can There are only a few giants in this market. At present, among the top 10 beer manufacturers in China, only Yanjing and Jinxing have no foreign shares, and Harbin Beer, which has made its mark in the World Cup, was also owned by Belgian Anglo-Big in 2008. In other words, although the cake in China's beer market is large, local companies are faced with the inability to divide up.
We must know that beer is an energy- and resource-dependent industry, and China's beer industry has always been a road of extensive growth. Under the pressure of energy and resources, fierce competition in the industry has forced the marketing expenses of enterprises to increase year by year, which has further reduced the profitability of the beer industry. The entire industry has actually entered a period of meager profit. Many small and medium-sized beer companies are struggling and may close down at any time. .
Not only that, for many years, China's beer companies are basically regional survival in a single domain, which has led to many drawbacks. For example, these enterprises rely too much on the support and care of the local government, and the local protectionism is serious. Under such circumstances, enterprises do not have lofty strategic ambitions, they are self-respecting, behind closed doors, and guarding their own shallow water, but they do not know that there are big rivers and big waves outside, and the end result is low survival and competitiveness. When you open it, you run the risk of being eaten by big fish. Even so, beer companies mostly like tossing and insulting, making fake innovations and playing with virtual tricks. The variety of beer is dazzling, but there is no good product that is truly unique. Even if there is a seemingly innovative process, it will lead to competing to emulate, what bitter melon beer, ginger beer, hot pot beer, and more is a slap in the face and scattered, East Shi effect, and finally abandoned. Of course, the biggest malaria in the beer industry is the vicious price competition. According to industry insiders, at present, China's beer industry has an average profit margin of only 3%, which is almost the same as deposit interest.
Brand is the only choice for a company to grow and develop, and it is also a solid foundation for the Group to maintain its competitiveness for a long time. Losing the control of the brand is equivalent to losing the most important part of the marketing value chain, which poses a serious obstacle to the survival and development. China's beer companies, especially those that are extremely disadvantaged under the pressure of strong market competition, only find out these "illnesses" in their own bodies, and "symptomatically apply drugs", fundamentally change marketing ideas and get out of low level. Price competition, the concept of brand competition, the implementation of brand development strategy, and the improvement of overall economic efficiency and market competitiveness can only go further.
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