On May 19th, Yanjing Beer held a unique fan night event in Beijing, which also pushed the "Yanjing Beer Super Brand Day" series of activities that began on May 10 to a climax. At the event site, not only gathered nearly 100 fan representatives from all over the country, but also Geng Chao, Secretary of the Party Committee and Chairman of Yanjing Beer, Xie Guangjun, General Manager of Yanjing Beer, Lan Shanfeng, Deputy Secretary of the Party Committee of Yanjing Beer, and other senior executives were all present. During the event, Yanjing executives played games with fans, and dozens of Harley-Davidson locomotives toured with great momentum, interpreting an audio-visual feast of the collision of beer culture and locomotive charm, and also vividly embodied Yanjing's Youyou culture. Most fans have said that they didn't expect Yanjing Beer to be such a big "battle" and attach so much importance to fans, as an ordinary consumer, they are still very happy.
It is understood that this is another powerful measure after the live broadcast of Yanjing's senior executives, and some media commented that state-owned enterprise executives can put down the "shelf" and play with fans, which is the best way to build a brand image. Fan marketing isn't uncommon, but Yanjing is off to a good start in the beer industry.
A "two-way running" event pushed Yanjing Beer's "Fan Night" to a climax
The Yanjing Beer "Fan Night" event is divided into two parts, one is to visit the Yanjing Beijing factory, so that fans and media guests can experience the quality of Yanjing up close, and the other is the fan night carnival to let fans experience the passion of beer. After visiting the Yanjing production workshop, a fan said that it makes sense that Yanjing beer is delicious, and these workshops, equipment, raw materials, and processes are the confidence of Yanjing beer.
This "two-way rush" of "crossing mountains and seas" brought Yanjing Beer's "fan night" to a climax; And Yanjing Beer's senior management team attended together, which also made fans really feel the weight of respect! As Lan Shanfeng, deputy secretary of the Party Committee of Yanjing Beer, said in his speech, "This is a two-way journey across mountains and seas, and it is also a happy gathering of the Yanjing Beer family." Take the dream as the horse, live up to the time; The future is promising, go to love together!"
Lan Shanfeng, deputy secretary of the Party Committee of Yanjing Beer
At the beginning of the event, Zhang Xinxin, the 2020 champion of "Avenue of Stars", ignited everyone's passion with sweet singing. In the "Fan Sharing" session, four loyal fans of Yanjing Beer took the stage to share their feelings about Yanjing Beer. Some said that Yanjing beer is a culture and feelings, representing the memory of their generation, like an old friend around them; Some people also say that Yanjing Beer has become younger and more fashionable now, and some of the new products launched are deeply loved by friends around them, and they will continue to support them.
"Avenue of Stars" 2020 champion Zhang Xinxin
The event also set up a special "executive discussion" session, where Yanjing Beer executives interacted with fans from production, R&D, sales, service, etc., so that fans could learn about a Yanjing that is changing. In this regard, an elderly fan sincerely sighed, I have drunk Yanjing beer for decades, and my love has not changed, whether it is a big green stick (Yanjing refreshing) or U8, I used to drink happiness, and now I drink emotion, and we will always support good products.
It is worth mentioning that there was also a couple who were about to enter the marriage hall at the event, and Yanjing Beer prepared flowers and cakes to celebrate them. The prospective groom said that both of them came from Henan and were fans of Yanjing Beer, and when they first received the invitation of Yanjing Beer, they were surprised, shocked, and joyful, and they could take this opportunity to go to Beijing for a "honeymoon". This is not only an unforgettable experience, but also a deep understanding and emotional connection to the Yanjing beer brand, Yanjing Beer's "customer-centric" is not an empty word, we can see and "touch" it.
In addition, a wonderful cultural performance was also held at the event site, and Yanjing Beer also fulfilled its promise, awarded fans a certificate of "Yanjing U8 365 Days of Drinking Freedom", and held an on-site lottery to give back to fans to the greatest extent.
T5 new exploration in the beer industry to explore the feasibility of domestic beer fan festivals
This "Fan Night" is a new exploration of T5 in the domestic beer industry, and it is also a major initiative for Yanjing Beer to build a marketing hive in 2024. Yanjing Beer is consumer-centric, focusing on "Youyou Culture", by constantly creating hot spots and explosive points, maintaining brand vitality, attracting the attention of fans, and adjusting and innovating the product structure according to market feedback, so as to realize the integration of production and marketing and service, and realize the transformation from a single production-oriented enterprise to a comprehensive service-oriented enterprise.
The latest performance report shows that in the first quarter of 2024, Yanjing Beer achieved revenue of 3.587 billion yuan, a year-on-year increase of 1.72%; The net profit was 103 million yuan, a year-on-year increase of 81.73%, winning a "good start" in the first quarter of 2024. These achievements are based on the record high revenue of Yanjing Beer in 2023, reaching 14.213 billion yuan, and the net profit of 645 million yuan, a year-on-year increase of 83.02%. Yanjing Beer continues to maintain a trend of high-efficiency and high-quality development, and its growth rate and growth mode have excited the whole industry!
The achievement of Yanjing Beer is inseparable from its consumer-centric and innovative marketing model. Entering 2024, Yanjing Beer will make efforts during the Spring Festival and carry the banner of cultural marketing in the Year of Beer, with the collection of "The Story of Me and Yanjing", the launch of handwritten blessing cans, the launch of the virtual human New Year version of TVC, and the holding of the Beijing Taiwan Spring Festival Gala, etc., making Yanjing the brightest star during the Spring Festival and successfully opening the first wave of promotion.
And this "fan night" event is not a separate event. Starting from the 510 Brand Day, Yanjing Beer has been focusing on a series of activities such as Yanjing U8 free drinks for 365 days, online sales and brand e-commerce spikes, and 519 fan nights, so that consumers can once again see Yanjing's vitality and sincerity, and stabilize its place in the minds of consumers, so as to echo the Spring Festival marketing and the upcoming peak season marketing battle, build a marketing hive, and once again lead the development of the beer industry.
Geng Chao, Secretary of the Party Committee and Chairman of Yanjing Beer, said that Yanjing Beer is an industrial enterprise, but also a service-oriented enterprise, and the most valuable wealth is the user, so it is necessary to vigorously develop the fan economy, integrate with the market, synchronize with consumers, constantly tap and transmit the value of Yanjing Beer and consumers, pay attention to product quality, pay attention to user experience, truly realize the mental occupation of consumers, and insist on being Chinese's own beer.
It is reported that Yanjing Beer will continue to carry out marketing activities around fans in the future, empower sales with services, and consolidate its foundation among consumers through fan word-of-mouth and word-of-mouth communication, so as to achieve new breakthroughs. At the same time, Yanjing Beer also hopes to explore a user-centered development model for the entire beer industry through the holding of fan night activities, so as to boost the confidence of the industry and lead the development of the entire industry.
Industry experts pointed out that good products are the basic guarantee for enterprises to survive, and good service is the premise of enterprise development. Yanjing Beer may have given a direction, and I hope this is an excellent answer.