Produced by | Bullet Finance
Author | Chasing the light
Edit | lightning
American Editor | Li Yufei
Audit | Ode
On May 10, China Brand Day, the charm of the national tide is at the right time, and the brand innovation is rising one by one.
How can a brand stand for 100 years without falling? The answer can be found in Tsingtao Beer. The wheels of the times are rolling forward, and after countless eventful years and vicissitudes, the century-old green beer is still evergreen.
From the establishment of Tsingtao Brewery in 1903 to the current world-class brand in 120 countries around the world, it relies on the eternal pursuit of ingenuity and quality and the cultural heritage of advancing with the times and constantly innovating, so as to burst out with a more youthful and energetic pulse of the times.
Inherit the culture of ingenuity and tell a good brand story. Tsingtao Beer's next 100-year run is still being written.
1. Inheritance of ingenuity: quality as the basis
Looking back at the centennial development path of Tsingtao Beer, an important experience that can achieve the current achievements is to always uphold the core values of integrity and innovation, which is also the soul of the corporate culture, and also shows the long-term strategic determination of Tsingtao Beer.
Behind a bottle of high-quality wine, there is the perseverance and fighting spirit of generations of Qingdao beer people for the quality of ingenuity, which has built a solid foundation for the enterprise to pass on the torch from generation to generation.
In terms of product quality, Tsingtao Beer adheres to the century-old motto of "good people make good wine", and strives for excellence in every link from raw material selection to processing and brewing.
In order to pursue the ultimate product quality, in the production workshop of Tsing Beer, each bottle of beer has to go through more than 1,800 quality inspections. Each bottle is washed for 30 minutes, and the brewing water used for production is tasted every two hours. Even the whole process of boiling water in the bottle of water and the gasket in the bottle cap should be checked by mouth......
Another example is the brewing of the high-end product "Legend of a Lifetime", which can better show the product concept of the Qingdao beer people. In terms of material selection, only the first wort essence is extracted, and the fermentation time is extended by 3 times during the production process, and then it is finally filled and shipped after more than 1,400 days and nights of polishing, 61 rounds of brewing test experiments and thousands of tasting evaluations.
On the table of daily gatherings and drinks, a seemingly ordinary bottle of beer is actually a work of art that has been carefully carved repeatedly.
At present, with the continuous improvement of living standards, consumers' demands for products have been more improved to the level of quality and consumer experience.
In order to better meet consumers' demand for charm quality, Tsingtao Beer pioneered the "digital end-to-end decoding charm perception quality management model", which jointly realizes charm perception quality from R&D, production, logistics, marketing and other links by opening up the "end-to-end" supply chain.
This innovative model has also won awards such as "China Quality Award Nomination Award" and "First Prize of National Enterprise Management Modernization Innovation Achievement".
In terms of charming products, Tsing Beer has conquered more and more consumers by relying on excellent product quality and unique taste and flavor from the first bottle of beer to the current 9 high-end series of more than 70 product matrices, such as the legend of the first generation, the centennial journey and the classic 1903. It has consolidated the company's market position in the high-end field and led the upgrading of the high-end structure of the beer industry.
The birth of a good bottle of wine is naturally inseparable from the construction of a top talent team. At present, Tsingtao Beer has world-class R&D talents and brewing team, and it is the diligent pursuit of high quality and the inheritance of ingenuity that Tsingtao Beer can withstand the baptism of time and the test of the market. At the same time, innovation is also the secret of the longevity of 100-year-old green beer.
2. Innovation leading: the tide of the times is the first to be the first
Throughout the 100-year development history of Tsingtao Beer, it is a vivid history of national industrial innovation.
From Industry 1.0 to Industry 4.0, Tsingtao Beer keeps up with the pace of the times, adheres to the will of serving the country through industry, and leads the transformation and upgrading of the industry and even the entire Chinese manufacturing industry with the attitude of an innovative and progressive person. It has created a number of industry firsts.
From cultivating the first hops in New China, breaking the blockade of foreign technology, summing up the first beer operation method, and earning foreign exchange for the first time in China's beer, to establishing the first national enterprise technology center in the beer industry, having the only national key laboratory in the industry, and then taking the lead in building the world's first industrial Internet "lighthouse factory" in the industry.
Nowadays, innovation has long been engraved into the development gene of Tsingtao Beer, and it is the "ballast stone" for the implementation of stability and long-term development.
Under the wave of digital economy, Tsingtao Beer has also made great achievements in intelligent manufacturing, digital transformation, green and low-carbon, etc., and digitalization has become an important support for promoting the innovation of Tsingtao Beer products, which has greatly improved the efficiency of production and research and development.
At the same time, through digitalization, Tsing Beer has also innovatively launched an efficient new product development platform with three decoding of "consumer demand-product-process". As an important part of R&D and innovation, Tsing Beer has formed a digital standard for 400 kinds of beer flavor substances. Through the accurate portrait of consumer taste demand, the consumer taste is analyzed in digital form, and then transformed into the corresponding recipe and brewing technology, so as to form a unique taste and flavor.
With the blessing of the three decoding R&D platforms, Tsing Beer's product R&D cycle has been greatly shortened by more than 50%, and combined with the charm perception quality management model of digital end-to-end decoding, the company's supply chain efficiency has been greatly improved.
In the field of green and low-carbon, Tsingtao Brewery actively implements the "dual carbon" strategy, focuses on core technologies such as low-carbon brewing, and has achieved remarkable results in supply chain carbon reduction, outer packaging plastic reduction, water resource management, processing and brewing, etc., and has driven the comprehensive upgrading of the industry chain.
At present, Tsingtao Brewery has realized the integration and industrialization of 10 key technologies with "high-efficiency and low-consumption green brewing" as the core, driving the industry's comprehensive energy consumption to reduce by more than 30%, and 22 factories have won the title of national green factory.
Tsingtao's innovation is also reflected in ecology and culture. Through brand rejuvenation and innovation in various new consumption scenarios, we continue to break the circle of self-ability. Overseas, the brand recognition has been further enhanced by combining Chinese culture with national fashion elements.
3. Break boundaries: Embrace fashion trends
The reason why the century-old green beer can continue to rejuvenate is that it integrates the historical and cultural heritage with the contemporary fashion trend, gets rid of the shackles of time-honored traditional brands, and stands tall in the world with the image of the trendy brand of the times.
In the context of the national tide, with the rise of Generation Z consumer groups, for the wine industry, only innovation and change can better adapt to the development of the times.
As a century-old brand, Tsingtao Beer has been constantly innovating and iterating in the changes of the times, reaching young consumers through brand rejuvenation, and constantly injecting new potential energy into the brand.
In terms of products, Tsingtao Beer has innovatively launched a variety of trendy products, such as the classic 1903 Guochao can, which is more youthful in brand image and product packaging, integrating traditional brand elements and retro design of zodiac hieroglyphs, and superimposed dark brown bottles and convenient ring caps, which deeply meet the preferences of young consumers.
Tsingtao beer started with beer, but it was much more than that. At present, the innovation dimension of Tsing Beer is extending from the product level to a number of new consumption scenarios, realizing the expansion from industry to ecology, covering three major sectors: happiness, health and fashion, and is committed to the corporate vision of "creating happiness for life".
From holding beer festivals in more than 100 cities across the country, to opening more than 200 Tsingtao beer bars in many cities, to the "beer +" consumer life experience mall that integrates 6 major fashion formats, the constantly enriching new consumption and fashion ecology is becoming a new highland for consumers' charm and quality experience.
At the same time, through various forms of marketing innovation of "sports + music + events", Tsing Beer has continuously strengthened its emotional connection with young consumer groups through various forms of marketing innovation, including offline activities such as football, basketball, marathon, electronic music festival and music festival, as well as online Internet media platforms such as Weibo, Douyin and Xiaohongshu.
Overseas, a bottle of beer has become an important window to show Chinese culture to the world, from promoting the beer festival to the "Belt and Road" countries and regions to become a commercial bridge, to appearing in APEC, G20, BRICS summit and other large-scale conferences and international events, known as the "diplomat on the tip of the tongue".
In addition, the Zodiac cans launched by Tsing Beer, as well as innovative products with Chinese knots and blue and white porcelain elements, are loved by consumers around the world.
According to a research report released by CIPG, the brand awareness of Tsingtao Beer has exceeded 90% in some countries, especially in developed countries in Europe and the United States. In 2023, Tsingtao Beer will rank first in China's beer industry for 20 consecutive years with a brand value of 240.689 billion yuan, demonstrating the influence of Tsingtao Beer brand in the global consumer market.