Recently, the People's Daily released a short film called "Brave New World", which caused heated discussions. The short film, titled "Into a New World", highlights the life conditions of today's young people in a challenging modern society. By showing the scenes of young people who have the courage to explore and actively struggle, the short film vividly presents their exploration and experimentation with new lifestyles. These young people represent the ethos of "Generation Z", who have a personalized, diverse lifestyle and are full of energy and creativity. At the same time, the short film also highlights the deep emotional bond between CR Beer as a brand and young consumers, and resonates with young people through the spiritual core of the product, winning their recognition and support.
Since becoming one of the "China's 500 Most Valuable Brands" in 2005, Brave has met consumers with its unique brand name and aggressive spirit of challenge. By launching the Snow Beer Brave the World campaign, Brave the World tells a series of stories of brave the world, closely combining the brand spirit with the spirit of the times of contemporary Chinese pursuing self-realization. In 2018, Brave to the End of the World launched an upgraded product for younger people - Brave the World superX, continuing the spirit of challenge and deeply cultivating the young people.
Over the years, Brave the World has continued to carry forward the never-ending spirit of challenge of the new generation, actively participating in marathons, mountaineering activities, as well as polar exploration, climbing the top of the Long March, expeditioning to the national border, exploring the source of the Yangtze River, exploring the Yarlung Zangbo Grand Canyon and other activities. Brave the end of the world superX continues to strengthen the brand slogan of "born fearless", find the right fit between the brand and young people, based on the brand spirit of "challenge" and "cool", provide consumers with new marketing scenarios and gameplay, and enhance the depth of users' awareness of the brand. In addition, superX also actively participates in hip-hop, extreme sports, e-sports and other activities that are loved by young people, and has been named "This! is Hip-hop" for consecutive years.
In the past 18 years, the "Brave the World" brand has continuously challenged itself through achievements and successes, and continued to interpret the spirit of "brave". CR Beer is deeply aware that in the context of the new era, the logic of enterprise development and the path of growth have changed. It is no longer possible to move into the future according to the patterns and paths of the past, and we must embrace new methods, new models, and open up new paths. Therefore, since 2017, CR Beer has officially launched the "3+3+3" strategy to transform to high-end and build a high-quality development blueprint.
In 2018, CR Beer partnered with Heineken, the world's No. 2 company, to add Heineken's business in China to its territory. In 2021, Hou Xiaohai, Chairman of the Board of Directors of China Resources Beer, clearly put forward the concept of "New World" for the first time, and then the company entered the liquor industry and became a comprehensive liquor company driven by the two-wheel drive of "beer + liquor", steadily moving towards the goal of becoming a "leader in the new world of beer" and "an explorer of the new world of liquor". Behind all these changes, it demonstrates the courage and ability of CR Beer to break the stereotype, meet the challenges and embrace the unknown. As a leading brand in the industry, the courage to change and challenge is the biggest challenge for the company in the face of the "new world". And we know that continuous efforts and continuous progress are to let ourselves see the wider world, but also to let the world see us.
Nowadays, with the advent of the new world of consumption, in this era full of changes and challenges, there will never be a shortage of a new generation of young people who are determined to forge ahead and dare to enter the world. And CR Beer believes that brave people will always maintain the mentality of eighteen-year-old. With fiery dreams and sincere love, bravely enter your new world, China Resources Beer has been in its youth for 30 years!
#华润啤酒勇闯新世界#